Marketing

Big data’s potential just keeps growing. Taking full advantage means companies must incorporate analytics into their strategic vision and use it to make better, faster decisions.  Is big data all hype?  By Nicolaus Henke, Jacques Bughin, Michael Chui, James Manyika, Tamim Saleh, Bill Wiseman, and Guru Sethupathy

New business development is often a difficult task for ad agencies. In addition to the day-to-day upkeep required for current clients, agencies must also constantly perform the challenging work of searching out new opportunities and partners. According to research, the process doesn’t appear to be getting any easier.

Healthcare marketing is in the midst of a dramatic transition. This transition is being dictated by the behavior and preference of the patients and physicians we serve. While we are generally less dependent on mass media, we are still very much under its spell. The allure and tradition of mass media continues to shape strategies and execution in ways that we may not realize.

Ten years ago, the partners at our ad agency did an offsite meeting to plan our future. We were small and scrappy and talent-laden, but like the vast majority of agencies, we lacked any real point of differentiation.

Visual trends can be difficult to identify as they are happening, but Getty Images manages to do just that. For its annual trend report, the photo service analyzes imagery in pop culture and advertising, as well as data from its 400 million annual downloads, to predict the visual trends that will shape the year to come.

This year, Captura Group found 10 fantastic reasons to invest in Hispanic marketing. Take these facts to your boss, invest in Hispanic marketing, reap the positive results, and be a hero.

The new report—titled “Connected Interaction to Power Brand Attraction”— explores the many ways digital transformation has impacted marketing and the organization’s ability to grow and profit from expanded relationships with customers.

If a single word could represent the U.S. marketing industry in 2016, what would it be? According to the members of the ANA (Association of National Advertisers), that word is transparency.

I spent last week in New York and met with a variety of media owners. I sat with a very large local radio network, a large national outdoor company, a company that sells targeted TV ads, and a digital advertising platform.  By Maarten Albarda

From conversations on the go to checking in on social media to navigating to destinations near and far, the accessibility of Smartphones has transformed how we live, work, and play.

The point of purchase is no longer just in-store as a result of the rise of digital marketing, and marketers are looking for new ways to create a win-win-win for brands, retailers, and shoppers.  By Kerry Breen, Sr Manager, Marketing Knowledge Center at ANA

Programmatic plans require fluid budgets and adaptability. Control freaks may be tempted to pre-plan every tactic of their campaigns, but it’s better to start broad, have a thesis on what could work, observe performance, and optimize your campaign based on that data.

The new report released explores “The CMO Shift to Gaining Business Lift” and the evolving role of the CMO as a growth driver, change agent and customer experience advocate. Nearly 70 percent of more than 200 participants in the international study say there is a clear mandate or high level of expectation among their senior management teams and board members for marketing to be the growth driver and business value creator in their organizations.

Tapping into deep-seated emotions that connects us as human beings can provide brands with the means to engage across a diverse audiences, writes Nigel Hollis, chief global analyst at Kantar Millward Brown.

The beauty of this old-media definition of working was the proper alignment of incentives.  Whether you were a publisher or an advertiser, investing in better content produced deeper connections with consumers.  As a result, publishers made more money, and advertisers felt better about spending it.  When new-media publishers arrived, driven by the frenzy of venture capital dollars, these publishers agreed to deliver unrealistic ad revenue goals despite having no established record of “working.”

Successful marketers know that people engage with ideas that are meaningful so they try to create powerful, insights-based campaigns that resonate with their target audience. Achieving success isn’t easy, and game changing work can be thwarted by any number of pressures. But marketers who develop a consistent, disciplined approach to creative development increase their probability of generating stronger brand value and business performance–the ultimate success criteria.  By Ann Green – Managing Partner Creative Development Practice at Kantar Millward Brown
 

For years, the AICE — the trade group for independent post-production houses — has been loudly complaining about the ad industry practice of “check bids,” and other unfair practices utilized by Adland in the course of producing commercials for their clients. Now it appears that the U.S. Department of Justice is looking into the matter.

Kantar Millward Brown released its annual digital and media predictions for 2017. For the ninth year running, the company’s predictions provide marketers with a clear guide to the challenges and opportunities of the next 12 months, helping them shape their digital marketing strategies.

Although drinks of choice differed among generations, consumers from millennials to seniors continue to indulge in beer, wine and spirits products with regular frequency at home and on premise.

It looks like the ad market has settled into a post-recession growth pattern that is stable, but in the low single digits as marketers remain cautious and continue to demand optimal ROI for their advertising spending investments as more dollars move to digital channels. Economic and political uncertainties appear to be factors keeping growth at a moderate pace.