Marketing

At Columbia Records, I had the chance to work with incredible talent. Adele. Beyoncé. Rachel Platten. One Direction. Passion Pit. Ruth B. The lifeblood of the music business is talent. It’s about discovering talent and then letting that talent connect with an audience. At the label, everyone, no matter how big or small their role, exhibited a real sense of pride about making an artist successful.  By Elliot Lum, head of talent acquisition at the ANA’s Educational Foundation

If you’re a business owner and you’re not yet jumping onto the Generation Z bandwagon, you might want to reconsider. Made up of 84.7 million kids born between 1996 and 2010, there is no doubt that this generation has and will have enormous spending power, and it’s vital for businesses to figure out how to better serve this high-spending demographic.  

I’am not influenced by advertising. I make up my own mind what to buy’. How many times has one of your friends said this to you? Of course, they are 50 percent right and 50 percent wrong. They do make up their own minds but that decision is likely influenced by advertising along with a host of other forgotten contacts with the brand.  by Nigel Hollis

While labor-based fees are the No. 1 method preferred by agencies (45%), incentive methods were the top choice among marketers (40%).

The key performance indicators most commonly tracked by retail executives may be distracting their attention from broad, omnichannel goals and performance.

Add this to the retail worry list: There are signs that Hispanic consumers, dubbed the “new mainstream” by some, may be changing their spending behavior amid shifting immigration enforcement policy in the US.

On the one-year anniversary of the Association of National Advertisers’ landmark study and subsequent recommendations on media transparency, it’s time to review the issues in this ongoing debate and see where we stand today.  The issues raised in the transparency debate are complex and dominated the advertising industry’s discourse in 2016.

“Toto, I have a feeling we’re not in Kansas anymore” is how Dorothy speculated she was probably a long way from home, and it’s arguably how the advertising industry is feeling right now. It’s no longer us against them for a brief — it’s us against them and the consultancies. It’s the talk of London as to

The issues raised in the subsequent transparency debate are complex, and if the allegations against the agencies are true, the behavior is reminiscent of past high-profile financial scandals.  By Bob Liodice and Doug Wood

The GenForward Survey is the first of its kind—a nationally representative survey of over 1,750 young adults ages 18-34 conducted bimonthly that pays special attention to how race and ethnicity influence how young adults or Millennials experience and think about the world.

Almost half of North American and European consumers surveyed by the Chief Marketing Officer (CMO) Council say they will abandon a brand and take their money elsewhere if they continuously encounter a poor, impersonal or frustrating customer experience across channels of engagement.

Programmatic is certainly not going away, but I do think marketers are starting to smell it for what it really is.  It’s a cost-saving strategy, which attempts to create the same ROI for a fraction of the cost when compared to more “traditional” forms of advertising.  

Lehman Brothers, Tyco, Enron, Worldcom, step aside!  Media agencies and their owners belong in the same lineup as Bernie Madoff, Dick Fuld, Dennis Kozlowski, Ken Lay, Jeffrey Skilling and Bernie Ebbers!  By Michael Farmer

Recent Valassis research indicates a continued desire to save, with 90 percent of U.S. shoppers reporting they use coupons, obtaining them from a variety of online and offline sources.

Currently, there are about 8.4 billion connected devices worldwide, up 31 percent from 2016 according to Gartner’s estimates. The consumer segment is the largest user base of these devices with 5.2 billion units being utilized in 2017. These devices represent 63 percent of the overall number of present applications. We can only expect these numbers to continue growing exponentially. These astonishing statistics show a radical shift in how consumers are receiving and transmitting data about themselves. However, with this technological advancement comes numerous privacy issues.

Are you thinking of promoting in Spanish but feel daunted by the complexities?  irect-to-consumer promotions in Spanish present challenges to the U.S. marketer — scarcity of quality Spanish copywriters (as opposed to translators), misconceptions about Spanish “dialects,” misinformation about the market, conflicting evidence about assimilation and preferred language, and so on.  By Daniel A. González

Go-to-market is a business-critical, highly complex and carefully sequenced process for global brands today. With companies spending some $1.5 trillion annually to promote their products, effectively managing the marketing supply chain ecosystem has become essential to brand performance and market success.

Reaching consumers is a constant challenge for marketers and advertisers competing in an increasingly noisy marketplace. However, consumer reaction to digital marketing suggests that some efforts may be doing more harm than good.

Last week saw an interesting piece by Mindshare’s Global CEO Nick Emery published in Campaign and widely circulated on social media.  It generated much praise from beyond GroupM and WPP.  Andrew Stephens from the independent agency Goodstuff along with your humble correspondent were amongst many tweeting their appreciation of an insightful look at the many challenges facing media agencies and the need for new operating models.  Here are two key thoughts behind Nick’s piece.

In a recent interview with Advertiser Perceptions, an organization that provides data-driven intelligence to marketers, I was asked, “Will the full-service agency model survive?”  As part of their survey, I was shown the results of how advertisers had thus far answered the question.  It was pretty close between those that said yes (42%) and those that said no (32%).  Twenty-six percent were not sure.