Marketing

Demographics and buying behavior are critical for any company to understand consumer preferences and demand. But today’s retailers need to understand shoppers beyond race and gender segments. Every shopper has a specific need that drives where they shop and what they buy. And disabled consumers are no exception—they have their own unique preference that should command personalized attention from manufacturers and retailers.

There’s a trend in digital marketing that will result in what I am referring to as Connected Creativity.  It’s the ability for marketers to leverage data, create more engaging, more personalized storylines across channels and devices, and be truly creative in their execution.  This three-dimensional strategy represents the evolution of the role of creative in a digitally driven marketing environment.  

A deep dive into the impact of politics on consumers, and the brands courting them.

According to August 2016 polling by Strata, nearly 60% of ad agency professionals said they were fearful about the inventory quality available when engaging in programmatic buys. And it’s an anxiety that has grown along with programmatic buying itself: In May 2015, only 48.0% were concerned about this.  Transparency of inventory was yet another top fear, and it too had grown since May 2015. A little more than half (or 52.7%) of those polled said this was problematic.

So, yes, this is another article about selling to millennials. In 2016 alone, millennial buying power is estimated at $600 billion. That will only continue to surge as their incomes increase and they reach their peak spending years. Here, we look at four things CPG brands should keep in mind in their shopper marketing and consumer promotion plans targeting this vast, sophisticated group of consumers.

Facebook’s system allows advertisers to exclude black, Hispanic, and other “ethnic affinities” from seeing ads.  Imagine if, during the Jim Crow era, a newspaper offered advertisers the option of placing ads only in copies that went to white readers.  That’s basically what Facebook is doing nowadays.  by Julia Angwin and Terry Parris Jr. / ProPublica

Research was conducted to better understand how ANA members are using data to manage agency relationships and how learnings can be applied to optimize client/agency performance.

A new generation of media agency leaders will have to fight to retain status as the business takes on ad:tech, consultancy and a more aggressive client base.

A few weeks ago, I had the privilege of speaking to a room of senior brand marketers at the 2016 NPD IDEA Conference – an event dedicated to helping brands understand the levers for market disruption and innovation.  As we gear up for the holiday season, I felt it important to share some of the key messages from my talk, and why Hispanics truly are consumers that bring brands MORE.  By Roberto Ruiz / Univision

This month, I had the opportunity to attend the Association of National Advertisers’ Multicultural Conference and participate in the launch of the “We Are Gen Z Report.” It was an interesting intersection of where cultural marketing is today and where I think it’s going in the future.  By Jose Villa /  Sensis

According to the Digital Marketing Glossary, newsjacking may be defined as “the art of using news events or stories for marketing and advertising purposes.”  The idea is to identify breaking stories and find a creative way to become a part of them.  by Wegs, Chief Idea Officer / Dieste

As their audiences become more connected, brand marketers need to be open-minded about where their best opportunities lie

Marketers and media executives love to talk “programmatic.” But it’s one of the most misused words in the field. People might mean anything from automatically purchased display advertising (the correct definition) to dynamic insertion of ads on TV (not quite right).

Big brands spend a lot on media. Media budgets can be tens or even hundreds of millions of dollars a year. Despite this huge investment, however, many are only just starting to realise that they need greater internal expertise to take back control.

Operating in a Silicon Valley-style work environment has been one of the key qualities that has helped TechStyle Fashion Group gain success as a disruptor brand in the fashion industry. Parent company to popular brands such as Fabletics, JustFab, and ShoeDazzle, TechStyle has successfully used technology, big data, and customer service to reimagine ecommerce and fashion alike.  By Crystal Albanese, senior manager of conferences and committees at ANA

If you take on a new role, either in your current company or a new one, I’d urge you to think twice before taking on the mantle of “Strategy” or “Brand Transformation” in your title, because it tends to put a target on your back.  Unless you’re part of a team designated to work on strategic initiatives, and unless that team is truly cross-functional, you’re destined to fail.

New research by a Rice University marketing professor debunks a long-held belief by companies that they could charge more for locally produced goods and services because of consumers’ sense of attachment to their community. The study, published in the Journal of Marketing, determined consumers with a local identity will pay more than consumers with a global identity even when a product’s country of origin is unknown.

Modern methods of marketing and advertising depend heavily on content engagement online. As a result, experts in these fields are constantly seeking out information on how they can reach their target audiences in the digital space.

With all the different types of social platforms out there, it can be challenging for brand marketers to decide when is the optimal time and day to post. According to H1 2016 research, on Facebook and Twitter, the best-performing posts were made in the evenings, and later in the work week.

Well, if you want to avoid “crap” and “noise,” start by delivering an awesome brief.