Marketing
What’s Keeping CMOs Up at Night?
With much uncertainty swirling around — the volatile state of the economy, the management of increasingly complex business relationships, the latest technological advancements — it's little wonder B2B marketing chiefs are tossing and turning in their sleep. In its fifth annual "Marketing On My Mind" report, based on a survey of more than 500 CMOs, the research company Brand Keys offered insight into what's top of mind for marketers who face what the firm called a "perfect storm" of miseries, including the rollercoaster economy and rapidly changing technologies.
Carlos Abrams-Rivera name CEO of Kraft Heinz
The Kraft Heinz Company announced that the Company’s Board of Directors (the “Board”) has appointed Carlos Abrams-Rivera as Chief Executive Officer and a member of the Board, effective January 1, 2024. Until then, Abrams-Rivera will continue in his role as President of the North America Zone with the added responsibilities of becoming President of Kraft Heinz, effective immediately.
5 Brands Successfully Marketing to Parents
Parents are an important target audience for many brands, but the diversity within the segment can pose a challenge for even the savviest of marketers. Parenting comes in many forms: single parents, dual-income, heterosexual parents, LBGTQ+ parents, foster parents, just for starters. And yet, many companies only seem to market to one demographic and lump parents together as married mothers and fathers, even though this type of family is not necessarily as common as it once was.
Genaro Perez named CMO at Peter Piper Pizza
Peter Piper Pizza, the "food, family and fun" fresh-made pizza restaurant, has named seasoned restaurant industry executive Genaro Perez as the brand's chief marketing officer, effective immediately.
State of Play Report [ REPORT]
Nielsen released its 2023 State of Play report outlining new findings on the fast-evolving streaming video landscape highlighting data and insights from Gracenote, Nielsen’s content solutions business unit. The new report illuminates the surging number of program titles and streaming video services, as well as the resulting challenges for viewers who now spend 10.5 minutes per session deciding what to watch.
Cross-Garden, Not Cross-Channel, Is the Future of TV Advertising
Years ago, at the beginning of streaming, many thought that making the key parts of TV advertising work "cross-channel" (i.e., between streaming and linear TV) would be the biggest challenge in the future of video advertising. In other words, modifying planning, buying, and measurement tools; processes; and teams to work across all of the old and new channels that people would watch would be the industry's biggest problem to solve. Preparing for a streaming video world seemed like a repeat of the transition that the media world went through when it integrated cable TV advertising into a world that had been created for broadcast only.
Unlocking the Path to Marketing Excellence – The Journey to Effective Strategies [REPORT]
The study quantified marketing effectiveness culture across a wide variety of different advertisers, reporting an overall score of 6.5 out of 10, averaged across four core components. Two components have a more positive influence on building a stronger effectiveness culture, with People rated at 7.3 and Focus 7.0. But this was offset by two areas where culture is falling behind: Data, Tools, & Measurement rated at 6.4, and most alarmingly Process at just 5.7.
The Marketer’s Role in the Fight Against AI Bias
Though AI-powered technologies are "just machines," the algorithms they're built on often reflect the biases of the individuals who programmed them. As such, these technologies come with some of the same flaws that humans possess. Luckily, marketers are well-positioned to combat bias in AI throughout the development, deployment, and monitoring stages. Find out how with this POV from Marketing Futures.
Innovative Ways to Use AI in Marketing
Artificial intelligence (AI) uses computer systems to perform tasks that would typically require human intelligence. It can continually process and learn from large amounts of data — a powerful capability that can help a range of businesses see cost savings and efficiencies. A 2020 global study by MIT Sloan Management Review found that of the 3,000 business leaders surveyed, 87 percent agree that AI will allow them to obtain or sustain a competitive advantage.
Global advertising spend to top $1trn for first time next year
A new study from WARC, the experts in marketing effectiveness, has found that global advertising spend is on course to grow 4.4% this year and a further 8.2% in 2024, by when expenditure will have topped $1trn for the first time.
Inclusive Beauty: Navigating Consumer Diversity and Shifting Preferences
The beauty industry has transformed in recent years driven by consumer demands for products that align with their cultural values and personal beliefs. While the top cosmetic brands continue to be L’Oreal and Estee Lauder, they are being challenged by younger, edgier brands like Selena Gomez’s Rare Beauty, Rihanna’s Fenty and e.l.f. Cosmetics.
How Marketers Can Fight Ad Fraud to Drive Results
The first look of the Association of National Advertisers (ANA) Programmatic Media Supply Chain Transparency Study found brands may be wasting much of their programmatic advertising campaign budgets on low-quality or fraudulent media.
Navigating the Beer Industry’s Crossroads: Balancing Erosion and Growth
In the realm of corporate America, the interplay between brand erosion and growth is an intricate dance that shapes the journey of iconic names like Budweiser and Bud Light. As we ponder the ever-evolving beer landscape, a powerful lesson surfaces — one that underscores the significance of embracing cultural trends for enduring, long-term growth. This perspective resonates deeply, especially for those of us devoted to multicultural communities. By: Gabriela ‘Gaby’ Alcantara-Diaz, Founder, President of Semilla Multicultural, Inc.
Nostalgia Marketing: A Powerful Source of Emotion
Nostalgia is in right now — and perhaps this is partly a reaction to the ever-evolving technocentric landscape we live in. Familiarity can be comforting and a source of positive memories from the past; so, in many ways, it's unsurprising that brands are harnessing nostalgia to evoke joy and connection for beloved brands, aesthetics, experiences, and media.
ChatGPT is not taking over the world yet, but it may lead to legal trouble [REPORT]
While AI systems can unlock new levels of creativity and acumen, creators, brands and agencies need to be wary of key legal risks – from potential intellectual property infringements to transparency about uses of consumer data – writes the 4A’s Ashwini Karandikar.
How CMOs Can Cultivate Relationships Throughout the Organization [VIDEO]
Sandeep Chennakeshu, COO at digital-imaging radar company Uhnder, says that the onus to involve marketing more deeply in the organization's strategy planning and decision making isn't entirely on the CMO or marketer. In fact, he says he must come from a top-down culture that starts with the CEO. However, he does offer some tips for actions CMOs can take directly, as well.
AIMM announces Inaugural Trailblazers Awards Winners to highlight Inclusion during a time where Exclusion is too often discussed
ANA’s Alliance for Inclusive and Multicultural Marketing (AIMM) announced the first-ever recipients of the AIMM Trailblazer Award, honoring exceptional individuals who have fearlessly pushed boundaries and revolutionized the world of marketing.
A new era of programmatic advertising beckons but questions remain whether advertisers are prepared
WARC, the global authority on marketing effectiveness, has released The Future of Programmatic, the latest WARC strategy report produced in partnership with ID Comms, covering the major trends shaping programmatic advertising over the coming 12 months together with practical guidance for advertisers evolving their programmatic and ad tech capabilities.
How to make a strong start as a CEO [PODCAST]
Seize the first year in the role as an opportunity for both personal and institutional renewal.
Navigating Media Mix Models, Marketing Mix Models and Multi-touch Attribution Models
Media Mix Modelling, Marketing Mix modelling and Multi-Touch Attribution modelling have all been widely discussed and written about in recent years. As CMOs face increasing pressure on their budgets, the need to deliver marketing efficiency is paramount.
