Marketing

Modern retail has long been guided by a powerful premise: the bigger, the better. Over the past 10 to 15 years, however, the modern retail store model has evolved, and this mantra is no longer holding true in many cases.

Mediavest | Spark and iHeartMedia released the results of a joint analysis that measures the correlation of various media and how they influence consumers’ purchase decisions.

Avid online shoppers, who make two or more purchases online in a typical three-month period, are leading a retail revolution.

The changing media environment has raised client expectations of agency technology capability to a level that is unrecognizable from a decade ago. Yet (perhaps unsurprisingly) nowhere in the ANA US Transparency Report, nor likely in the upcoming guidelines, is a positive reference made to either the increasing complexity of the US media market or the investments in technology, data and human expertise made by media services companies and their parent companies in response.  By Rob Norman / GroupM

To compete in a global marketplace with shifting demographics, even today’s best-in-class consumer companies require a deeper, multi-dimensional understanding of their customers.

2016 is going to be a landmark year in Hong Kong. With the new online content providers and more subscribers signing up for over-the-top (OTT) services, reach for these videos is likely to expand, attracting a new audience and perhaps even redefine our understanding of what constitutes primetime and non-prime time.

So it has been a week since the Association of National Advertisers report on media transparency came out. It paints a dire picture of agencies using all kinds of smoke and mirrors to generate income for themselves, while still being able to claim they are upholding their contractual obligations to their clients.

Again, it is not that one culture is completely one way or another but that there are tendencies that are more prevalent in one or the other.  Let’s look at guilt learning and experience among Hispanics.  By Felipe Korzenny, Ph.D.  / Marketing Consultant and Professor Emeritus Florida State University

For the past five years the US economy has grown at a healthy rate and most companies have enjoyed a resurgence in business, but rapidly changing demographic and technological landscapes have spurred marketers to seek out new opportunities with increasing urgency.  By Chris Foley / NCC Media

As consumers spend more time across a broader number of devices and channels, the case for multichannel marketing has never been clearer. But few companies are capable of integrating the required data sources, technologies and departments to make omnichannel marketing work, as explored in a new eMarketer report, “Making Multichannel Marketing Work Four Tactics Required for Omnichannel Success.”

The first of two ANA reports has landed, containing the results of 150 interviews conducted by the investigators K2 with ‘marketers, media suppliers, ad tech vendors, current and former advertising and media agency professionals, trade association executives, industry consultants, attorneys, barter company employees, and post-production professionals’.  By Brian Jacobs / Brian Jacobs & Associates

The whole issue of agency kickbacks from media companies now comes right in the middle of the TV upfront market negotiations.

The concept of asymmetric warfare was first popularized by Andrew J.R. Mack’s 1975 article “Why Big Nations Lose Small Wars”(1). In the article, he explained how a large nation with huge material advantages could lose militarily to a small nation with insignificant resources. By pursuing a strategy unavailable to the larger nation—or simply one it wasn’t familiar with, or wasn’t willing or speedy enough to adapt to—the smaller nation could win against overwhelming odds.  By Randall Beard, President, Global Innovation

With the recent downturn in performance by department stores and slow growth in total U.S. apparel sales, retailers and apparel brands are searching for innovative strategies to connect with consumers.

Shopping for apparel is a regular and frequent activity for most U.S. consumers. According to Nielsen Channel Track, roughly 70% of American shoppers have made an apparel purchase in the last six months, and 82% of these shoppers made purchases at a physical store.

US marketers are interested in trying several marketing trends this year, according to research. More than half said they are drawn to personalized and intent-based marketing.

Recently a media buyer asked me, in the course of a presentation, whether certain insights were modeled. It’s a good question, sort of.  When I qualified the answer, telling him that the network in question had 30% return paths, and a census of declared data based on actual customer addresses, he repeated the question: Sooo it’s a model, (becoming terse) right!?  Yes, but … this model, in the grand scheme of things, was very predictive.

Last year, it was reported that advertisers spend a whopping 500% more targeting millennials than all other age groups combined.  But what if the advertising industry targeted the wrong demographic?

Since 2001, the ANA has made it an annual tradition to honor marketers and agencies that produce outstanding multicultural advertising campaigns with the ANA Multicultural Excellence Awards. Each year we hear that the quality of the advertising gets better and better! A true testament to the work that goes into creating extraordinary, and quite often, emotional ads that make a brand memorable. One of the most impactful ads I’ve seen is “#HowWeFamily” by Johnson & Johnson – the 2015 Grand Prize Winner of the Total Market category! I recently caught up with Vivian Nasamu-Odior (pictured), Brand Manager of Communications OTC Pain Brands at Johnson & Johnson, who worked on this wonderful representation of Total Market to find out what the impact of winning the award has had on J&J.  By Janine Martella, Director of Committees and Conferences at the ANA
 

The 2016 report shows how brands that are leading in innovation have disrupted conventional ways of doing business. Some innovative brands have risen to the top of the ranking and others have just made the list. We also demonstrate how strong brand value helps brands stay in the Top 100 year after year.