Marketing

In our recent monthly survey on entertainment, we looked into young consumers’ spending on everything from TV to the written word, asking them “In an average month, which of the following forms of entertainment do you spend money on?” Their responses paint a clear picture of their disruptive tendencies, and how their spending supports the non-traditional media access that has upended multiple industries.

New research reveals that focus, simplicity, “digital first,” and perceptions matter most.  By Joao Dias, Oana Ionutiu, Xavier Lhuer, and Jasper van Ouwerkerk

There are only a few weeks left before the ANA Multicultural Marketing & Diversity Conference, presented by Time Inc. kicks off Oct. 9-11 in Los Angeles, Calif. Jennifer Lashua, a featured speaker at the conference, will present about Intel’s Diversity in Technology Initiative. Read on to learn more about what she’ll be sharing during her presentation, why multicultural marketing is so important in today’s marketplace, and what she sees as the future of multicultural marketing.  By Crystal Albanese, senior manager of committees and conferences at ANA

For reasons you will understand, I can’t go into the details of the landmark solution that was engineered for McDonald’s with Omnicom. It also won’t surprise you that some of the peanut gallery commentary and assumptions were incorrect.  But what I can talk about is what I think the industry can learn from the recent “big” pitches. Let’s call that the new normal.

The growing field of marketing attribution is getting some much-needed help from the world of software. Algorithmic attribution, a more software-driven approach to marketing attribution, is leaving behind traditional “last-touch” and “first-touch” attribution models in favor of sophisticated computer-generated statistical models that help companies better optimize media spending and consumer targeting.

For restaurants to evolve, understanding the next generation customer is critical. And the next generation customer is already here.

Carat published its updated forecasts for worldwide advertising expenditure, showing a positive outlook for the global advertising market in 2016, set to continue in 2017 powered by the ongoing growth of Digital*.

To state the obvious, brand managers spend their days looking for ways to grow their brands—and today they have more tools at their disposal than ever before. The challenge of media fragmentation matched with the opportunity provided by big data have come together to give brand managers the ability to target specific “micro” audiences with more tailored messaging, resulting in more efficient growth.  By Martin Moore, VP, Nielsen Innovation Practice

For Eric Reynolds and his team at Clorox, diversity has been a cornerstone of their efforts to create teams that help keep the company and its brands vibrant. “We set ambitious goals for attracting, retaining, and developing diverse talent,” says Reynolds, CMO at the Clorox Co. “We believe that diverse, robust teams create better strategies and ideas, and certainly more exciting creative.”  By Crystal Albanese, senior manager of conferences and committees at ANA

Last month, CPG giant and the world’s largest advertiser Procter & Gamble declared that they would buy highly targeted Facebook ads less often. P&G will continue to invest heavily in Facebook advertising, but found that “targeting to super-specific audiences was expensive but didn’t result in a big difference to its business.”  By Lee Vann / Capture Group

We’ve all endured “in your face” ads that bombard us with yelling, flashy graphics and the insufferable barrage of message after message.

Proponents of the approach promised a new, innovative and inclusive approach for reaching The New America. However, despite articles, white papers and presentations, many marketers are still confused about what Total Market strategy is. The truth about Total Market strategy is the elephant in the room: It’s not working.  By Pepper Miller, president of The Hunter-Miller Group

The study shows that listeners prefer sponsorship messages and host mentions of products and services to pre-recorded advertisements during podcasts, emphasizing the advertising opportunity created by the personal relationship between podcast hosts and their audiences.

Consumers want more than just the required product information from a product’s label and will be loyal to the brands that provide more detailed insight.

However, before you can tell (and truly live) your brand story, you need to define it. Your mission statement is essentially your purpose. It should act as your focal point and guiding principle for any decisions your company makes.

We all know it’s become more difficult for marketers to reach their target consumers. In the near future, socially driven campaigns will become a far more important way to reach consumers who will otherwise remain off marketers’ digital radar. Marketers need to create more remarkable, emotional or useful content to leverage the true power of social to build their brands.  By Nigel Hollis – Chief Global Analyst / Millward Brown

According to AdExchange, Google has been offering multiple rebate programs to ad agencies and advertisers that amount to considerably large checks.  The question here for US based agencies is if the agency keeps the rebate or sends a check back to the client.

This is what advertising music means today: Instead of jingles, we have singles. The Atlantic takes an in-depth look at the cultural trends that have killed one of advertising’s most important legacies: the commercial jingle.

Edison Research has focused on understanding millennial moms in its “Infinite Dial 2016” and “The Research Moms 2015” studies. eMarketer’s Alison McCarthy spoke to Megan Lazovick, director of research at Edison, about some common characteristics of millennial moms and how they are using digital, mobile and social media.

These days you read article after article and hear session after session at conferences that millennials represent a different mindset and a different approach to business. But more than how they were raised, it’s the economic environment affecting them.   In short, I don’t think it’s a “millennial thing.”  I think it’s an “economic thing.”