Marketing

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 conferences and committees at ANA

Last month, CPG giant and the world’s largest advertiser Procter & Gamble declared that they would buy highly targeted Facebook ads less often. P&G will continue to invest heavily in Facebook advertising, but found that “targeting to super-specific audiences was expensive but didn’t result in a big difference to its business.”  By Lee Vann / Capture Group

We’ve all endured “in your face” ads that bombard us with yelling, flashy graphics and the insufferable barrage of message after message.

Proponents of the approach promised a new, innovative and inclusive approach for reaching The New America. However, despite articles, white papers and presentations, many marketers are still confused about what Total Market strategy is. The truth about Total Market strategy is the elephant in the room: It’s not working.  By Pepper Miller, president of The Hunter-Miller Group

The study shows that listeners prefer sponsorship messages and host mentions of products and services to pre-recorded advertisements during podcasts, emphasizing the advertising opportunity created by the personal relationship between podcast hosts and their audiences.

Consumers want more than just the required product information from a product’s label and will be loyal to the brands that provide more detailed insight.

However, before you can tell (and truly live) your brand story, you need to define it. Your mission statement is essentially your purpose. It should act as your focal point and guiding principle for any decisions your company makes.

We all know it’s become more difficult for marketers to reach their target consumers. In the near future, socially driven campaigns will become a far more important way to reach consumers who will otherwise remain off marketers’ digital radar. Marketers need to create more remarkable, emotional or useful content to leverage the true power of social to build their brands.  By Nigel Hollis – Chief Global Analyst / Millward Brown

According to AdExchange, Google has been offering multiple rebate programs to ad agencies and advertisers that amount to considerably large checks.  The question here for US based agencies is if the agency keeps the rebate or sends a check back to the client.

This is what advertising music means today: Instead of jingles, we have singles. The Atlantic takes an in-depth look at the cultural trends that have killed one of advertising’s most important legacies: the commercial jingle.

Edison Research has focused on understanding millennial moms in its “Infinite Dial 2016” and “The Research Moms 2015” studies. eMarketer’s Alison McCarthy spoke to Megan Lazovick, director of research at Edison, about some common characteristics of millennial moms and how they are using digital, mobile and social media.

These days you read article after article and hear session after session at conferences that millennials represent a different mindset and a different approach to business. But more than how they were raised, it’s the economic environment affecting them.   In short, I don’t think it’s a “millennial thing.”  I think it’s an “economic thing.”

But I did not watch much of the Olympics. After reading a bunch of hoopla about how ratings were down, particularly among Millennials, I saw that clearly I was not alone. Many pundits have been saying NBC didn’t offer its programing at the right proportions on the right channels (i.e., more real-time online streaming).

The Olympics just concluded and it was the topic of a lot of conversation.

They will be the last white-majority generation with non-Hispanic whites only representing 52.9% of the generation and Hispanics representing almost a quarter of Gen Z at 23.5%.   By Mario X. Carrasco – ThinkNow Research’s Managing Partner.

The current state of the media universe presents a bounty of boundless choice to today’s consumer. Like the cosmos, which is contemplated much in current times, the proliferation of devices and the abundance of media choices is presenting endless options for the consumer and endless challenges and opportunities for the marketer.

The growing popularity of digital video finds more and more Americans watching TV content on desktops, smartphones and tablets. This change in how content is consumed has advertisers and agencies paying closer attention to the relationship between digital video viewership and traditional TV programming, and examining how emerging synergies between the two can be used to improve brand-building opportunities and boost campaign effectiveness.

Total Market Consumers Prefer Taste Over Health When It Comes To Fast Food.

With the fast food industry projected to grow only about 2 percent annually over the next five years, according to IBIS World, many top fast food chains have tried to meet the challenge of presenting menu items for price-sensitive customers who want healthy options. However, is that what they really want?  By – Mario Xavier CarrascoThinkNow Research

Back in 1992 the phrase “It’s the economy, stupid!” became a slogan for Bill Clinton’s successful presidential campaign against incumbent President George H.W. Bush.  The advertising industry was in a simpler place in 1992 than it is now; most advertisers paid their agencies by commission, the Internet was not yet mainstream, media unbundling was in its infancy and agency relationships were much less complicated.  By Bill Duggan, Group EVP, ANA

Operational skill used to confer long-term advantage. If you had leaner manufacturing, made higher-quality products, or had superior distribution, you could outrun competitors. But today those capabilities are table stakes. The new source of competitive advantage is customer centricity: deeply understanding your customers’ needs and fulfilling them better than anyone else.