Marketing

Emotional Intelligence can be summed up as the ability to recognise and respond to how others are feeling at a particular moment in time. Without it, relationships tend to break down – and that’s the risk currently for the relationship between brands and their audiences on digital platforms.

A frequent question I hear from senior global marketers is, “how can I maximise ad transference?” It’s a sensible question. As zero-based budgeting grows in popularity, the opportunity to save costs by producing one ad that can be used in many countries is compelling. But there is the risk that making an ad work across multiple countries may not be the best way to maximise ROI.

With lower attention spans and higher media exposure, brands will need to cut through the clutter to draw Gen Z’s to their ads. (Generation Z, also known as “post-Millennials,” commonly refers to the cohort of individuals born after 1996.) Marketers might need to refresh their ads more frequently for this group than any other generation. To get their attention, marketers can also attach their ads to exclusive content preview clips for new movies or game highlights from major sporting events.

In just under two weeks, the marketing and advertising industry’s best and brightest will gather in Los Angeles for the ANA Multicultural Marketing & Diversity Conference, presented by Time Inc. One of the featured speakers at this year’s event is Brian Beitler (pictured), EVP and CMO at Lane Bryant. Last year, Lane Bryant launched its groundbreaking “Plus is Equal” campaign that helped bring female body positivity into the national conversation. With this campaign, the company has helped to pave the way for broader acceptance of a previously ignored consumer segment that represents nearly 80 percent of African-American women and 75 percent of Hispanic women. Below, Brian shares a quick look at his upcoming presentation, his take on the importance of multicultural marketing in today’s marketplace, and what he sees as the future of multicultural marketing.  By Crystal Albanese, senior manager of committees and conferences at ANA

Consumers’ grocery shopping patterns are quickly evolving as just-in-time shopping is becoming the norm. Since there are more places to shop, and more products to choose from than ever before, IRI® is taking a closer look at how retailers can find true organic growth by maximizing the value of their current shoppers in today’s fragmented marketplace

tudies have shown that millennials tend to be less brand loyal than preceding generations. With access to more marketing channels and greater exposure to advertising, millennials have more forces impacting their purchase decisions than other age cohorts.

Consumers are turning their back on brands as 39% of U.S. respondents ‘actively ignore’ social posts or content, despite soaring usage of popular social media platforms such as Snapchat and Instagram.

For anyone in the CPG industry still unclear about the power of direct-to-consumer models, Unilever’s July purchase of Dollar Shave Club for $1 billion in cash was a deafening trumpet blast. The five-year-old startup,  which had pole-vaulted from obscurity to huge consumer awareness through brilliant YouTube videos, had also created a large subscription business and millions of direct consumer relationships in the process.

The findings include surprising juxtapositions. Some tactics are clearly performing well, but only utilized by a small number of brands. Other tactics are widespread among brands, but the performance data shows little to no payoff. The report also puts concrete numbers behind strategies that marketers have believed intuitively to be effective, but never had good data to corroborate. Based on Beckon’s marketing performance analysis, third-party research and case studies from customers, the report makes recommendations to help data-driven marketers set benchmarks for success and chart a better course for action.

Youth may be wasted on the young, but when it comes to taking control of their health and well-being, Millennials are pretty much kicking older generations’ saggy-old butts. That’s because, unlike Baby Boomers and Gen Xers, Millennials have a decidedly different take on what wellness means to them and how they’re living their best lives.

The U.S. Hispanic population is exceptionally diverse and the report considers different variables, such as country of origin, number of generations in the U.S., sex, age and family structure. According to PwC, companies will need multiple customized strategies to appeal to the unique preferences of these different Hispanic ethnicities and generations. In short, marketing to U.S. Hispanic consumers requires a nuanced understanding of their behaviors.

For consumers, having content options is no longer a luxury, but an imperative. And so, too, are the multitude of devices that they use to engage with that content—be it a TV, tablet or soon-to-be emerging technologies. But having a plethora of content options at our collective fingertips doesn’t necessarily mean consumers are connecting with ALL choices ALL of the time.

Companies that know how and when to use the wide array of research tools available today have a big competitive advantage in generating insights that lead to new organic growth.

Programmatic ad spending in the US is exceeding projections, and will continue to grow at double-digit rates for the next several years.

This comprehensive report explores virtual reality’s promise and pitfalls as the “the next big thing” in digital advertising.

How do companies such as LEGO, Chobani, Beats, Diageo, and Dollar Shave Club significantly outgrow their competition, and what can consumer companies learn from them?

As a consumer group, they’re just starting to flex their spending power, which will grow significantly in the coming years. While they’re years from fully establishing themselves, they’re already having a marked impact on the global consumer landscape.

EY and the Economic Innovation Group (EIG) released a new national survey of Millennials gauging their views on a variety of issues related to the economy, education, American institutions, and the challenges they continue to face almost seven years into the recovery from the Great Recession. The results reveal a generation convinced the economy is failing them, a generation that is willing to work hard to better their lot, and a generation experiencing a great deal of anxiety about the future. Many Millennials entered the workforce in the midst of a deep economic crisis and today find themselves racked by student debt and lacking confidence in most American institutions.

As media fragmentation increases, it is more and more difficult for networks to generate the levels of viewership they have historically been used to. Driving engagement and cultivating loyalty is correspondingly more challenging, too. The net result is a threat to the value networks can deliver to their advertisers, which is, of course, a threat to their own success.

The FCC’s latest proposal relies on apps to be developed by pay-TV providers and then licensed to third parties for use on their own platforms and networks. At this point, though we’re not sure just how, the FCC sees itself as the arbiter of such agreements and intends to take enforcement action against discriminatory or unreasonable behavior in apps’ implementation.