Marketing

Digital services and operations are raising the competitive bar in every sector. To capture the opportunity, incumbents should embrace a new operating model that dramatically improves the digital customer experience. Here’s how.

Digital media spend is now taking over half the money spent on advertising in a number of countries thanks to mobile. There is no doubt that mobile is going to feature prominently in any brand’s media mix for years to come, but that does not mean that mobile advertising can continue to serve up the same intrusive ad formats that it does now.  by Nigel Hollis

Influencer marketing has never been more important.  With 25% of internet users employing some form of ad  blocking, and consumers  continuing to trust word of mouth over all other forms of marketing, brands are increasingly  turning to influencers to help get their message across with more passion, creativity and authenticity. 

Every day, the digital world shines a spotlight on brand inconsistencies. Employees and potential candidates might get one impression, customers and partners may have another experience, while investors and influencers might see an altogether different picture. The result is brand confusion, or worse, brand conflict.

I am sure you heard about all the furor over the Pepsi’s Kendall Jenner ‘protest’ ad.  And then, as if to rub salt in the self-inflicted wounds, along comes Heineken’s “Worlds Apart” experiment which is receiving accolades left, right and center…but would it in the real world?  by Nigel Hollis

Privacy is a tricky topic.  It’s sort of like Fight Club, with the first rule being “You do not talk about Fight Club.”  Privacy is a topic that most people don’t, can’t or won’t talk about — and I can’t blame them!

Branding is one of the three essential advertising elements that lead to in-market success. As such, there are many variations of brand inclusion at the end of a TV ad, including package shots or simply showing the brand logo. Making the decision to include a package shot or brand logo at the end of an ad can require some additional consideration.

Real Madrid and FC Barcelona have battled it out on the field, earning the phrase El Clásico for any match they play. Today, El Clásico is consumed on smartphones, tablets, computers and televisions in more than 90 countries around the world, allowing the teams’ rivalry—and value—to grow.

The Univision panel was focused on how to provide marketers with tips on how to reach, influence and address Hispanics’ healthcare needs.
 

Spanish Broadcasting System, Inc. (‘SBS’) announced the launch of ‘SBS Portafolio’ a cross-platform content development division designed to create and expand brand strategies utilizing all of SBS’ assets including Digital, Mobile, Television, Radio, Social Media and live experiences.

Last week we saw quarterly results for various blue-chip companies. Pepsi, McDonald’s, Domino’s, Amazon, American Airlines, Chipotle, T-Mobile and even Twitter managed to delight shareholders with positive results, or at least results that were deemed a break from negativity in prior quarters (Twitter!).  Sadly (if you’re one of their shareholders), that was not the case for the Coca-Cola Company and Procter & Gamble. These two pillars of the S&P 500 were punished for less-than-stellar results.

A couple of weeks ago I provided a short list of brands that had disrupted their category and grown as a result of being different. I could have added PayPal, Airbnb or Uber to that list, but the one brand that I really should have added was Amazon.  by Nigel Hollis

As brands increasingly utilize influencer marketing, methodologies begin to vary. Not surprisingly, some CPG brands’ approaches are more conducive to great influencer relationships than others.

PwC released Bot.Me: A Revolutionary Partnership, a new Consumer Intelligence Series report that provides a comprehensive look at the global impact and potential of artificial intelligence (AI).

The Ninth Circuit Court of Appeals last month rendered a very important decision. This decision threatens to allow states and localities far more leeway to impose government mandated disclosures in advertising with potentially extremely adverse impacts.

In an annual contest at Coney Island, participants vie to see who can eat the most hot dogs in 10 minutes. It has seemed in recent years that US adults bring a similar spirit to their consumption of media, cramming as much as possible into an average day.

New research released indicates that a lack of data transparency is inhibiting the growth of programmatic media buying and that 41 percent of respondents agreed they would not significantly increase their programmatic budgets until there was better transparency around data.

“Watch out! They are coming!” reported The Drum when Accenture and Deloitte appeared on the pitch list for Nissan-Renault’s global account review. They are “spreading their tentacles, seduced by marketing services!”  By Michael Farmer – Madison Avenue Manslaughter

With total spending on digital advertising in the U.S. surpassing that of TV advertising in 2016, scrutiny on this growing market is increasing. Recent news headlines have highlighted the concerns of senior marketers about whether digital can deliver on the promises of ad campaigns.

Nearly two-thirds (64%) of UK and US marketers believe it’s their role to collect customer data, but not actually to have responsibility for analyzing it on a daily basis.