Marketing

I was talking to Dale Beaton about the future of retail and he gave an insight that came from shopping for clothes with his teenage daughter over the holidays. I had suggested that their feelings about the shopping experience were probably very different but apparently not; they both disliked it.  by Nigel Hollis

The digital world has given manufacturers new ways to engage consumers, but online direct-to-consumer models are a mixed bag. Which ones actually work?

There is no doubt we live in a post-factual world and that is as true of marketing as the news media. We have more data than ever on what people do but we rarely try to understand it. Instead we leave interpretation to algorithms, AI and machine learning. We assume that the results are valid and the resulting actions correct.  by Nigel Hollis

Grocery shoppers scan a number of channels to find the best way to save a buck or two. And while digital is a big component of how they find and research such deals, many still take the traditional route—circulars.

The consumer packaged goods sector faces tough hurdles in 2018. That’s mainly because of long, steady shifts in consumer preferences. But new players are disrupting the market as well, as are changes in the distribution channel.

It is common knowledge that US consumers fill their waking hours with media usage. But how people split up their media time may surprise you.

More than 18% of Americans identify as Hispanic or Latino, the nation’s second largest racial or ethnic group. But two trends – a long-standing high intermarriage rate and a decade of declining Latin American immigration – are distancing some Americans with Hispanic ancestry from the life experiences of earlier generations, reducing the likelihood they call themselves Hispanic or Latino.

Backslash, the cultural insight studio powered by global advertising agency TBWA Worldwide, released its Pre-Trends for 2018. Part vision, part research, part expert interviews, each Pre-Trend is rooted in evolving cultural shifts with business and cultural implications to impact 2018.

In 2017, I made a big shift.  I moved out of the ad and marketing tech space and became a more traditional mainstream tech marketer.  In doing so, I realized the adtech and martech industries are in a bit of a pickle — a fact that only becomes crystal-clear when you remove yourself from the day-to-day of it all.  by Cory Treffiletti , Featured Contributor

In this five-part series, eMarketer co-founder Geoff Ramsey sits down with top marketers around the world to discuss the the most daunting challenges they face, and how they are addressing those challenges.

Who is going to win the race to digitally transform the world’s informal economy?

HispanicAd in association with Adam R Jacobson are proud to announce the availability of the 2017 Hispanic Social Marketing Report for our readers.

Available for download.

HispanicAd.com in association with Adam R Jacobson are proud to announce the availability of the 2017 Hispanic Market Overview. 

HispanicAd.com in association with Adam R Jacobson are proud to announce the availability of the 2017 Total Market: Unplugged

HispanicAd is proud to announce our 4th edition of Hispanic CMO, the most sought after publication in the US Hispanic Market, is available for viewing and download for FREE.  Curated by Gilbert Dávila / Dávila Multicultural Insight and by veteran journalist Adam Jacobson.  To download this year’s edition CLICK HERE.

A big part of driving marketing-led growth is getting into, and remaining part of, consumers’ initial consideration set of brands to shop. Companies can give themselves a leg up by making that a priority.

A new ANA survey revealed that more than a third of respondents (35 percent) have expanded their in-house programmatic media buying capabilities, and have subsequently reduced the role of external agencies that previously performed the same function.

U.S. consumers are locked in a vicious circle with brands over customer experience, according to new research from Accenture. While 44 percent are frustrated when companies fail to deliver relevant, personalized shopping experiences, nearly half (49 percent) are concerned about personal data privacy as they subscribe to intelligent services designed to understand and anticipate their needs. Poor personalization and lack of trust cost U.S. organizations $756 billion last year, as 41 percent of consumers switched companies. Without deeper customer insight, companies cannot deliver the experiences they crave.

As CPG companies look to eliminate waste in their advertising budgets, many are reluctant to sacrifice the efficiency afforded by programmatic ad buying, an algorithm that serves as a cheap cost per impression (CPM) means of reaching consumers. While it’s affordable, such an approach focuses solely on who views the ad and neglects to consider the likely mindset of the consumer at the time the ad is viewed. This may not be the most effective methodology. Marketers who instead mix in relevant context strategies can bolster sales lift and further increase return on investment (ROI) by up to 30 percent, according to a new IRI® marketing innovation report, “Cookies versus Context: How Contextually Relevant Advertising Drives Consumer Impact.”