Marketing

In part one of this two-part series, I addressed the buying power of Latinos and the different segments of this evolving market. I also debunked the myth that Latinos are of meager means. Today, let’s address two more myths about Latinos and their shopping preferences.  By Brenda Storch, Director, Social Media, Epsilon

These are turbulent times for marketers. The digital revolution is transforming the consumption of media. People under 35 watch as much video content as their parents do, but less than half of it is live television. In the United States, more than a third of all video content is now viewed online, much of it on mobile devices. Millennials spend 15 hours a week on their smartphones, and 89 percent check their work email outside of normal working hours. They are likely to trust the views of their peers and social-network connections over those of media professionals.  By Cody Butt / McKinsey & Company.

The pace of change in marketing and the marketplace continues to accelerate. Unicorn companies are challenging long-established brands, and categories are being re-imagined. Upstarts question the safety of ingredients, the integrity of the supply chain, and the sanctity of long-held business models. Consumers have new expectations of brands, with 62 percent saying they refuse to buy a brand if it fails to meet its obligations to society.  By Richard Edelman- President and CEO / Edelman

Eleanor Roosevelt once said, “Great minds discuss ideas.” Yet, one of the most frequent complaints we hear from advertising agencies and internal creative teams is that most marketers cannot recognize good creative ideas at their seminal state.  By Roderick M. McNealy, ANA Faculty

Becoming a great client for agencies is not easy, but it is necessary. It’s no coincidence that successful brands are known to be great clients.  By Bruno Gralpois, ANA Faculty

Marketers have always acknowledged the benefits of accounting for every marketing channel and brand-imposed touchpoint, but in spite of such awareness, adoption of these types of practices has been slow and labored, as explored in a new eMarketer report, “Cracking Cross-Device Attribution in 2016:

New-vehicle drivers in the United States spend an average of 11 hours a day watching TV, streaming video content, listening to radio programming or on the Internet—often engaged in more than one of these activities simultaneously—according to the J.D. Power 2016 U.S. Automotive Media and Marketing Report—Summer.

Saying shopper marketing should be fully integrated and strategic is easy. Making it happen is a different story.

Though Generation Z is fast approaching the workforce, millennials are still a force to be reckoned with. Millennials, who just a few years ago were graduating from college and filling out corporate staffs, are now in the C-suite. There are already a plethora of millennial CEOs, and the question of how to engage Millennials (those of us who are not yet CEOs) is becoming more prudent and urgent than ever.

Storytelling may be one of the most overused words in marketing. It’s being treated like it’s something new when, in fact, it’s as ancient as the human race. And nothing’s changed since the beginning of time, except now there are more variables that could detract or change your brand’s story.

In this two-part series, I’ll look at the buying power of Latinos and the different segments of this evolving market to debunk common myths.  With a buying power currently estimated at $1.3 trillion, and an exponential population growth that continues to drive stronger representation for its community within the U.S. consumer base, Latinos have become an undeniable force.  By: Brenda Storch, Director, Social Media / Epsilon

Media is the largest marketing expenditure at many companies and, simply stated, advertisers should be responsible for assuming greater internal stewardship of their media investments.   By Bill Duggan, Group EVP, ANA

The once fast-growing consumer goods industry has been on a journey of slimming down in recent years, with cost cutting and cost management as the primary focus.

Roughly half of US ad agency professionals said their clients are most interested in advertising on spot TV or spot cable—more than any other medium including digital, mobile, streaming video and radio, April 2016 research revealed.

A new digital consumer satisfaction index offers an innovative global tool to understand how consumers make connections with a brand leading up to their final decision to either engage and purchase something or go elsewhere.

A ton has been said and written about what and how teens share in the digital realm. Trillions of electrons (conservatively) have been dedicated to teens, privacy and intimacy but there are other ways to think about these issues, and an interesting alternative came my way the other day.

Shopper marketing, long considered a discipline limited to in-store, point-of-purchase, and end-of-aisle promotions, has undergone a metamorphosis since the advent of digital marketing, evolving into an omnichannel approach designed to reach shoppers at all touchpoints.

American icons Abraham Lincoln and Yogi Berra are two frequently quoted individuals with decidedly different and remarkable skillsets. What they shared in common was the ability to state truth simply and clearly. For example, a famous quote attributed to Abraham Lincoln is, “If I were given eight hours to fell a tree, I would spend six sharpening my ax.”  By Roderick M. McNealy, ANA Faculty

How do consumer brands stay relevant, authentic and differentiated in a rapidly evolving and culturally complex global market? With 195 countries and 6,500 languages around the world, the challenge is daunting as brands seek new methods and motivators to connect and engage with audiences through social, mobile, experiential, digital advertising and eCommerce channels.

The Interactive Advertising Bureau (IAB) released “Ad Blocking: Who Blocks Ads, Why, and How to Win Them Back,” a research report that shows two-thirds of U.S. consumers using ad blockers could be convinced to uninstall their ad blocking software on their computers.