Marketing

There isn’t a single marketer, agency or tech company out there who isn’t talking about the opportunities, threats and challenges we face with the growth of artificial intelligence in our lives and in our industry.

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

• The good news: urban music is coming of age.
• Urban as in hip hop, reggaetón, etc.

They are remarkable loyal to brands and utilized social media channels to engage with products. Furthermore, they spend twice as much as all other women in the United States on beauty products.

Now that we have all of these digital touch-points and databases, marketers and their corporate information officers and finance officers are looking for models to organize and manage all of these marketing and advertising activities. And, quite naturally, they are looking for guidance to models that worked on other parts of their business. Not surprisingly, many have focused on what has worked for their supply chain and have tried to apply supply chain-oriented models to their “demand chain.”

A new AdReaction study from Kantar Millward Brown reveals Gen Z has its own distinct behaviours, attitudes and responses to advertising. The study, AdReaction: Engaging Gen X, Y and Z is the first-ever comprehensive global study of Gen Z, and provides guidance on how marketers can engage more effectively with this increasingly important group.

When it comes to successfully launching a new product, developing one that consumers will love is only half the journey. The other half is launching with excellence—which includes quickly ramping up awareness and trial to succeed in today’s demanding retail environment. No matter how distinctive and promising an innovation, it won’t take flight without strong in-market execution.

Bill Bernbach drew a distinction in advertising, pointing out during the Mad Men era that just spending ad dollars to make a product known is foolhardy, because it is ephemeral and can all go away in a flash. Getting a product or service wanted, on the other hand, is about building a deep desire among consumers who recognize, look out for and are fascinated by the brand.

Marketers realize that connecting with consumers through content is often more effective than advertising: Smart brands now know that when consumers engage with their content, they engage with their brand. Content drives more impactful engagement with consumers, and ultimately greater ROI on media spend, than traditional display advertising does.

Once content is developed, how it’s promoted and distributed can make or break its impact.

Last December… wait, that was now LAST YEAR! So I guess I first should wish you a happy, prosperous, transparent and integrated 2017. So anyway, in December, I was fortunate enough to attend a session with about 30 World Federation of Advertisers (WFA) global marketing procurement leaders. Due to the spacing of the holidays I did not have a chance to write about the event until now. Instead I had two weeks off. But given that this is about predictions for 2017, I think now is as good a time as any.

It’s a new year, and the Interactive Advertising Bureau  is churning out the same old BS: “Digital Ad Market Soars 20% in Q3, Approaches $18 Billion”

72% of marketers consider data analysis more important than social media skills  [REPORT]

Teenagers beware–mothers are finding new ways to share your baby pictures. Evolving technology is being adopted, consumed and leveraged in different ways by a variety of groups, including the women who serve as backbones for their families.

Over the past decade, Pew Research Center has documented the wide variety of ways in which Americans use social media to seek out information and interact with others. A majority of Americans now say they get news via social media, and half of the public has turned to these sites to learn about the 2016 presidential election. Americans are using social media in the context of work (whether to take a mental break on the job or to seek out employment), while also engaging in an ongoing effort to navigate the complex privacy issues that these sites bring to the forefront.  By Shannon Greenwood, Andrew Perrin and Maeve Duggan

Price wars have broken out in consumer industries around the world. It’s no secret that retailers such as ALDI, Amazon and Walmart have used price to position themselves against traditional competitors in their markets, pinching margins all around. Financial asset managers have been out-price-cutting one another in exchange-traded funds in a bid to gain market share. Major US telecommunications carriers now compete fiercely on price as they try to win new customers. And airlines are gearing up for a price war on trans-Atlantic routes as some low-cost carriers plan service between the US and Europe.  By Sandeep Heda, Stephen Mewborn and Stephen Caine

Pharmaceutical manufacturers, payers and healthcare providers (HCPs)—as well as a host of tech-focused newcomers—are exploring digital programs that complement standard therapies and hold promise to keep patients healthier and produce better outcomes.

The words “multicultural” and “diversity,” to many progressives – and until November 8, almost all marketers – have had a positive connotation. These terms have been very often used as shorthand for, if you will, “all voices matter.”  By David R. Morse

Despite the proliferation of health and wellness information online and in real life, according to the National Center for Education Statistics, only 12% of the U.S. adult population is “health literate.”

As the recent rise in spending on influencer marketing suggests, the methods and sources consumers use to vet products online is undergoing a significant shift.

Healthcare marketing is not automobile marketing but there is something we can learn from the Ram campaign. How can we create campaigns that go beyond the ephemerally provocative, to those that create legacy? How can we use our unique platform to do good?