Marketing

A new generation of media agency leaders will have to fight to retain status as the business takes on ad:tech, consultancy and a more aggressive client base.

A few weeks ago, I had the privilege of speaking to a room of senior brand marketers at the 2016 NPD IDEA Conference – an event dedicated to helping brands understand the levers for market disruption and innovation.  As we gear up for the holiday season, I felt it important to share some of the key messages from my talk, and why Hispanics truly are consumers that bring brands MORE.  By Roberto Ruiz / Univision

This month, I had the opportunity to attend the Association of National Advertisers’ Multicultural Conference and participate in the launch of the “We Are Gen Z Report.” It was an interesting intersection of where cultural marketing is today and where I think it’s going in the future.  By Jose Villa /  Sensis

According to the Digital Marketing Glossary, newsjacking may be defined as “the art of using news events or stories for marketing and advertising purposes.”  The idea is to identify breaking stories and find a creative way to become a part of them.  by Wegs, Chief Idea Officer / Dieste

As their audiences become more connected, brand marketers need to be open-minded about where their best opportunities lie

Marketers and media executives love to talk “programmatic.” But it’s one of the most misused words in the field. People might mean anything from automatically purchased display advertising (the correct definition) to dynamic insertion of ads on TV (not quite right).

Big brands spend a lot on media. Media budgets can be tens or even hundreds of millions of dollars a year. Despite this huge investment, however, many are only just starting to realise that they need greater internal expertise to take back control.

Operating in a Silicon Valley-style work environment has been one of the key qualities that has helped TechStyle Fashion Group gain success as a disruptor brand in the fashion industry. Parent company to popular brands such as Fabletics, JustFab, and ShoeDazzle, TechStyle has successfully used technology, big data, and customer service to reimagine ecommerce and fashion alike.  By Crystal Albanese, senior manager of conferences and committees at ANA

If you take on a new role, either in your current company or a new one, I’d urge you to think twice before taking on the mantle of “Strategy” or “Brand Transformation” in your title, because it tends to put a target on your back.  Unless you’re part of a team designated to work on strategic initiatives, and unless that team is truly cross-functional, you’re destined to fail.

New research by a Rice University marketing professor debunks a long-held belief by companies that they could charge more for locally produced goods and services because of consumers’ sense of attachment to their community. The study, published in the Journal of Marketing, determined consumers with a local identity will pay more than consumers with a global identity even when a product’s country of origin is unknown.

Modern methods of marketing and advertising depend heavily on content engagement online. As a result, experts in these fields are constantly seeking out information on how they can reach their target audiences in the digital space.

With all the different types of social platforms out there, it can be challenging for brand marketers to decide when is the optimal time and day to post. According to H1 2016 research, on Facebook and Twitter, the best-performing posts were made in the evenings, and later in the work week.

Well, if you want to avoid “crap” and “noise,” start by delivering an awesome brief.

Scale (or multi-brand) retail programs have been around for a long time. This is not new news. However, when it comes to Hispanic scale programs, the dynamics tend to be a little different.

Brand marketers are looking to a variety of digital tactics to improve conversion rates, according to research. While many of their efforts are effective, they also tend to focus on some of the easiest tactics to implement, like A/B testing.

Nielsen announced that it will open its Consumer Packaged Goods (CPG) data and insights to third-party analytic companies on a historic and broad scale, with the launch of the Nielsen Connected Partner Program.

Advertising and marketing; these two words get thrown around quite often and many people think they’re synonymous at first glance, but in reality they are very different.

We appear to be surrounded by brands and products that are looking and trying very hard to be identified as “crafted.” Staged as a new idea, the irony is brilliant, given that many of these products or brands are actually just a slap-dash, jump-on-the-band-wagon replacement for an actually interesting piece of innovation. Marketers may be trying to tap into consumers’ desire for authenticity, but if it’s not genuine, they risk losing more than just sales.

While holiday spending is likely to increase again this year in the United States – with 44 percent of U.S. consumers planning to spend more than they did last year – frugality will be the theme this holiday season, as shoppers want more for their money and are willing to put in the extra work to get the best deals, according to Accenture’s annual holiday shopping survey.

Embracing the journey begins with understanding the journey.