Marketing

In the U.S., multicultural consumers are influencing our food choices from fine dining to chip flavors (such as sriracha, chipotle and tikka masala). And flavors and cuisines will continue to blend and evolve as the population shifts.

Now that we have had a little more time to analyze the implications of a Donald Trump presidency on the advertising realm, it is becoming increasingly clear that fundamental tax issues impacting advertising will immediately be high on the agenda in 2017.

Time and again, industry experts assert that mobile is a critical component of the marketing mix. Yet for all of the years it’s been “the year of mobile,” only 3% of brands’ marketing mix was spent on mobile advertising last year. Yes, marketers are increasing their mobile ad spend, but there is still a lot of ground to gain to catch up to consumer adopt

Remember when all the rage was to set up a “war room” for monitoring social media while a campaign was live?  The goal of these efforts was to enable brands to operate in real time, responding to customer feedback.  

At the DMA’s Annual event held this past October 16-18, we heard from several companies – LiveIntent, Oracle Data Cloud, LiveRamp, Acxiom, MediaMath and Conversant – whose leadership discussed the challenges of properly communicating with customers across multiple devices. The challenge isn’t communicating to the device, its communicating to the customer.

The role of chief marketing officer has evolved significantly in the past several years. Previously, the job was predominantly about establishing an identity — advertising, brand management and thinking creatively — but today it’s a lot more complex. CMOs are now charged with a variety of responsibilities that span technology, analytics and growth strategy, and because they’re often held accountable for contribution to company revenue, today’s CMOs are also responsible for optimizing operational processes and demonstrating measurable impact.  

Everyone wants to be “agile” these days. Here’s how successful companies put together the teams and the capabilities to actually make it happen at scale.  By David Edelman, Jason Heller, and Steven Spittaels

Nearly one in five internet users around the world block ads, according to September 2016 research. That doesn’t necessarily mean they are averse to brand messaging, however.

Nielsen announced the launch of the Nielsen Shopper Essentials Suite. Nielsen Shopper Essentials, a web-based data visualization and analysis solution, provides a complete interactive view of shoppers across retail channels and categories allowing clients to make real-time decisions to drive growth outcomes.

comScore, Inc. and MediaMath released results from a new study, The State of Programmatic Buying in Latin America, which analyzed the challenges and opportunities for advertisers, agencies, publishers and technology companies to consider in order for programmatic to reach its full potential.

Why is it that some brands can endure years of bad press without losing substantial sales? Similarly, how do some brands transform into industry leaders, often seemingly overnight? In many cases, it’s the result of careful management of brand equity and corporate reputation.

Being customer-centric is a buzzworthy topic these days.  Every company pays lip service to being customer-centric, but in most cases it is simply that: lip service.  Most companies simply come up short.

In a political bombshell still reverberating through Washington, Donald Trump, confounding the predictions of most of the pundits and pollsters, won a solid electoral victory. For the first time in eight years, the Republicans control the Presidency and the House and Senate. This means that it is likely that the political gridlock of the last three Congresses will be broken.

In order to reach millennials, consumer brands have to target more multicultural audiences in their advertising and social campaigns, according to a recent study by Buzz Marketing Group (BMG).

Millennials have been a marketing obsession for several years now as the generation develops into a larger percentage of the work force and begins to earn and spend more. Yet, a new storyline has recently emerged around Millennials: It turns out, they’re not a uniform generation with identical traits that apply to every single member.

The world and the marketplace have long moved beyond evaluating companies based solely on the quality of their products or the services they provide. Equally important to protecting and growing reputation are the relationships a company has with its environment, communities, employees, etc.  By Wendy Salomon, VP, Reputation Management & Public Affairs

In local communities, the civically engaged – the people who vote, volunteer and connect with those around them – play a key role in community life. Thus, how and to what degree they stay informed about their communities carries added weight.  By Michael Barthel, Jesse Holcomb, Jessica Mahone and Amy Mitchell

There is a tremendous amount of excitement about influencers today. Influencers can help CPGs solve so many challenges like saving de-listed items, launching a new product, educating consumers on complicated products or updates and helping increase basket size. But working with influencers is not as simple as it might seem at first glance and along the way you might find yourself in a bit of a pickle.

Does your data have a purpose? If not, you’re spinning your wheels. Here’s how to discover one and then translate it into action.  By Helen Mayhew, Tamim Saleh, and Simon Williams

We’ve heard it before… Hispanics over-index on all things digital, mobile and even social.  Here at Univision, we’re able to go a layer deeper into Hispanics’ digital habits, using a mixture of proprietary and syndicated insights that only we can offer.  In our latest Hispanic 411 webinar, The Digital Boost: Influencing Hispanics’ Path to Purchase.  By Roberto Ruiz / Univision Insights