Marketing

Psychology is an important metric for marketers to consider when analyzing data coming out of digital marketing campaigns, according to Jonah Berger, a professor of marketing at The Wharton School of the University of Pennsylvania and author of “Contagious: Why Things Catch On” and “Invisible Influence: The Hidden Forces that Shape Behavior.” In advance of Berger’s presentation at eMarketer’s Attention! 2016 event next month, Sean Creamer spoke to Berger about how about how word-of-mouth influences consumers online and offline.

The IAB Data Center of Excellence and DMA, the largest U.S. data and marketing association, have released “The Data-Centric Organization,” a whitepaper showing that a lack of talent and ongoing functional silos are major hurdles to taking full advantage of “big data.”

Verve released new research on Millennials and Generation Z, two groups of young mobile experts that Verve now terms Mobile Prodigies.
New Research from Verve – The Rise of Mobile Prodigies

Digital interactions influence 56 cents of every dollar spent in retail stores, totaling $2.1 trillion by the end of the year–up from 14 cents of every dollar spent in 2013, according to Deloitte’s latest study, “The new digital divide: The future of digital influence in retail.”

Two-plus years on from the launch of the Viewability Guidelines for desktop display and video ads, there continues to be a great deal of discussion around viewability across the industry.  We understand the focus on this, given its importance and the difficulties that are always inherent to a shift in an industry’s currency measurements, but we also believe the debate is overly focused on analyzing the limitations of viewable impressions rather than understanding their intent.

Gone are the days where shoppers would anxiously wait for the big Black Friday circular unveiling—they now have access to the Black Friday sales well in advance of the event.

Virtual Incentives has released the first round of data from a new research study on consumer perceptions and preferences surrounding incentives. The study, formally called “Incentive Research Paper” also explored how the incentive itself impacts brand perceptions, while studying influencers like gender, age, income levels and political affiliation.

Many marketers are hopeful that native content creation will seamlessly integrate their messaging with what consumers are already reading and watching on social channels. But there are growing pains.

A few decades ago, Frito-Lay was onto something. The year was 1994 and they realized that there were a lot of Latinos in Los Angeles. They also realized that Latinos had different taste palates and over-indexed in the salty snacks category. So they decided to launch “Sabrositas,” a series of Latino-infused (Limón, Chile, etc.) line extensions for the Frito-Lay brand.  By Roberto Siewczynski – SVP, Group Director – Epsilon

As millennials are now the majority of the workforce, more than half are already ascending into leadership roles and transforming business, according to “The millennial majority is transforming your culture,” a new white paper by Deloitte and the Billie Jean King Leadership Initiative (BJKLI).

Today’s consumers, especially Millennials, are more discerning than ever and demand to have experiences that put them first.  

For Eric Reynolds and his team at Clorox, diversity has been a cornerstone of their efforts to create teams that help keep the company and its brands vibrant. “We set ambitious goals for attracting, retaining, and developing diverse talent,” says Reynolds, CMO at the Clorox Co. “We believe that diverse, robust teams create better strategies and ideas, and certainly more exciting creative.”  By Crystal Albanese, senior manager of committees and conferences at ANA

In our recent monthly survey on entertainment, we looked into young consumers’ spending on everything from TV to the written word, asking them “In an average month, which of the following forms of entertainment do you spend money on?” Their responses paint a clear picture of their disruptive tendencies, and how their spending supports the non-traditional media access that has upended multiple industries.

New research reveals that focus, simplicity, “digital first,” and perceptions matter most.  By Joao Dias, Oana Ionutiu, Xavier Lhuer, and Jasper van Ouwerkerk

There are only a few weeks left before the ANA Multicultural Marketing & Diversity Conference, presented by Time Inc. kicks off Oct. 9-11 in Los Angeles, Calif. Jennifer Lashua, a featured speaker at the conference, will present about Intel’s Diversity in Technology Initiative. Read on to learn more about what she’ll be sharing during her presentation, why multicultural marketing is so important in today’s marketplace, and what she sees as the future of multicultural marketing.  By Crystal Albanese, senior manager of committees and conferences at ANA

For reasons you will understand, I can’t go into the details of the landmark solution that was engineered for McDonald’s with Omnicom. It also won’t surprise you that some of the peanut gallery commentary and assumptions were incorrect.  But what I can talk about is what I think the industry can learn from the recent “big” pitches. Let’s call that the new normal.

The growing field of marketing attribution is getting some much-needed help from the world of software. Algorithmic attribution, a more software-driven approach to marketing attribution, is leaving behind traditional “last-touch” and “first-touch” attribution models in favor of sophisticated computer-generated statistical models that help companies better optimize media spending and consumer targeting.

For restaurants to evolve, understanding the next generation customer is critical. And the next generation customer is already here.

Carat published its updated forecasts for worldwide advertising expenditure, showing a positive outlook for the global advertising market in 2016, set to continue in 2017 powered by the ongoing growth of Digital*.

To state the obvious, brand managers spend their days looking for ways to grow their brands—and today they have more tools at their disposal than ever before. The challenge of media fragmentation matched with the opportunity provided by big data have come together to give brand managers the ability to target specific “micro” audiences with more tailored messaging, resulting in more efficient growth.  By Martin Moore, VP, Nielsen Innovation Practice