Marketing

In a declaration distributed over the Thanksgiving holiday — appropriately, on Black Friday — José Villa, President of Los Angeles-based digital cross-cultural agency Sensis put another dagger into the fragile heart of U.S. Hispanic marketing.

Affluent millennial internet users are strongly attached to brands—much more so than those with less income. More than half of those in a worldwide survey said they were defined by the brands they purchase.

Traditional legacy marketing tactics and strategies are meaningless to SMB millennial marketers. Millennials are disrupting traditional marketing approaches without even realizing it.

When considering teaming up with a brand, social influencers say they consider a variety of factors, but mainly they just want to be sure the brand’s values line up with their own.

As brands and agencies continue to shift dollars to programmatic campaigns — two-thirds of display media is now purchased programmatically, according to eMarketer — marketers are starting to take notice that they may be doing so at the expense of creating emotional connections with consumers.

Personalization drives growth. But to scale it, companies need to do four things.  By Brian Gregg, Hussein Kalaoui, Joel Maynes, and Gustavo Schuler

E-commerce retailers stand to benefit from shoppers’ continued affinity for online shopping, according to Nielsen’s 2016 holiday trend report.

Slower economic growth in the United States has wrought a vicious cycle that has hobbled many American households. Targeted investment and policy action could turn it around.  By James Manyika, Gary Pinkus, Sree Ramaswamy, Scott Nyquist, Jonathan Woetzel, and Arvind Sohoni

Shoppers are more likely to buy products that have more space around them than the same products surrounded by less space (less interstitial space) according to a new study from the University of Miami School of Business Administration.

Debuting during the 2010 Super Bowl, SNICKERS’ “You’re not you when you’re hungry” campaign has been become a staple of American media, featured everywhere from TV ads to street art. Simple and universal, this campaign has been honored with 13 Cannes Lions, 12 Effies, 13 One Show Pencils, two D&AD Pencils, two Emmy nominations, one IPA Effectiveness Award, the first-ever Super Bowl Clio and, most recently, a special Clio Hall of Fame Award.  By Crystal Albanese, senior manager of conferences and committees at ANA

The seventh edition of this yearly report takes a closer look at the evolving role of TV and media in consumers’ daily lives.

There are quite a few reasons why US mothers might love a brand—and why they stay loyal to one—August 2016 research uncovered. For most, it’s all about quality and consistency.

The convergence of art and science has yielded some of the more interesting innovations of our time.

In the U.S., multicultural consumers are influencing our food choices from fine dining to chip flavors (such as sriracha, chipotle and tikka masala). And flavors and cuisines will continue to blend and evolve as the population shifts.

Now that we have had a little more time to analyze the implications of a Donald Trump presidency on the advertising realm, it is becoming increasingly clear that fundamental tax issues impacting advertising will immediately be high on the agenda in 2017.

Time and again, industry experts assert that mobile is a critical component of the marketing mix. Yet for all of the years it’s been “the year of mobile,” only 3% of brands’ marketing mix was spent on mobile advertising last year. Yes, marketers are increasing their mobile ad spend, but there is still a lot of ground to gain to catch up to consumer adopt

Remember when all the rage was to set up a “war room” for monitoring social media while a campaign was live?  The goal of these efforts was to enable brands to operate in real time, responding to customer feedback.  

At the DMA’s Annual event held this past October 16-18, we heard from several companies – LiveIntent, Oracle Data Cloud, LiveRamp, Acxiom, MediaMath and Conversant – whose leadership discussed the challenges of properly communicating with customers across multiple devices. The challenge isn’t communicating to the device, its communicating to the customer.

The role of chief marketing officer has evolved significantly in the past several years. Previously, the job was predominantly about establishing an identity — advertising, brand management and thinking creatively — but today it’s a lot more complex. CMOs are now charged with a variety of responsibilities that span technology, analytics and growth strategy, and because they’re often held accountable for contribution to company revenue, today’s CMOs are also responsible for optimizing operational processes and demonstrating measurable impact.  

Everyone wants to be “agile” these days. Here’s how successful companies put together the teams and the capabilities to actually make it happen at scale.  By David Edelman, Jason Heller, and Steven Spittaels