Marketing

Scale (or multi-brand) retail programs have been around for a long time. This is not new news. However, when it comes to Hispanic scale programs, the dynamics tend to be a little different.

Brand marketers are looking to a variety of digital tactics to improve conversion rates, according to research. While many of their efforts are effective, they also tend to focus on some of the easiest tactics to implement, like A/B testing.

Nielsen announced that it will open its Consumer Packaged Goods (CPG) data and insights to third-party analytic companies on a historic and broad scale, with the launch of the Nielsen Connected Partner Program.

Advertising and marketing; these two words get thrown around quite often and many people think they’re synonymous at first glance, but in reality they are very different.

We appear to be surrounded by brands and products that are looking and trying very hard to be identified as “crafted.” Staged as a new idea, the irony is brilliant, given that many of these products or brands are actually just a slap-dash, jump-on-the-band-wagon replacement for an actually interesting piece of innovation. Marketers may be trying to tap into consumers’ desire for authenticity, but if it’s not genuine, they risk losing more than just sales.

While holiday spending is likely to increase again this year in the United States – with 44 percent of U.S. consumers planning to spend more than they did last year – frugality will be the theme this holiday season, as shoppers want more for their money and are willing to put in the extra work to get the best deals, according to Accenture’s annual holiday shopping survey.

Embracing the journey begins with understanding the journey.

Consumer packaged goods companies routinely invest millions of dollars seeking to uncover and define universal human truths that will deeply connect consumers to their brands.

The ANA (Association of National Advertisers) today announced the formation of a new, wide ranging alliance designed to create a powerful, unified voice for the advancement of multicultural marketing.

The robots are coming for jobs, and many who believe that they’re exempt from the much ballyhooed robot job apocalypse might have reason to be far more worried.  That includes marketers.  Patricio Robles is a tech reporter at Econsultancy

Understanding consumers’ behavior as they switch between devices remains one of the toughest challenges facing marketers today. According to recent research investigating marketers’ digital capabilities, the problem doesn’t seem to be getting any easier.

More than half of executives believe there are several hurdles to overcome to keep their businesses in sync with today’s digital world. According to April research, these include discerning new customer habits, a lack of data and legal woes.

According to AHAA: The Voice of Hispanic Marketing, many marketers are misapplying Total Market strategies resulting in devastating effects in multicultural market share.

A key finding in the work the Association of National Advertisers, or ANA, has been doing on the media transparency issue over the past two years is that the contracts between marketers and their media agencies are at the very heart of the controversy.  By Bill Duggan, Group EVP, ANA

Media use and interest in advertising among Affluent consumers continue to grow, even from already high levels, according to the Fall 2016 Ipsos Affluent Survey USA.

The patient as the consumer. You’ve heard this one before. Additionally, you’ve probably read about how you, as a healthcare marketer, need to view patients through that lens from now on. But how do you actually turn that insight into action? Before answering that question, we should be asking ourselves how accurate the “consumer” label is.

The typical project manager has lots of responsibility and very little authority. To make things even more challenging, the typical project plan bears little resemblance to reality. Achieving successful outcomes under these conditions is not easy. Remember and apply these guidelines, and you’ll significantly increase your odds for success.  By Dave Po-Chedley, Cambridge Consulting

The recent disclosures by Facebook that they overestimated video viewing for two years is troubling. While ANA recognizes that “mistakes do happen,” we also recognize that Facebook has not yet achieved the level of measurement transparency that marketers need and require.  By Bob Liodice, President and CEO, ANA

The Interactive Advertising Bureau (IAB) released the “What Works & Why: IAB Global Insights Report 2016,” showcasing case studies exploring two dozen award-winning campaigns from around the world, and featuring perspectives from 28 leaders across the international digital marketing and media landscape.

By Gonzalo López Martí – Creative director, etc. / LMMiami.com

• When Al Ries and Jack Trout came up with the concept of “positioning” back in the early 80s they used 7Up as the perfect example.
• 7UP, they claimed, had carved a solid market niche for itself by “positioning” itself as the opposite of cola.
• The “uncola”.
• Cut to 2016.