Marketing

There’s no denying that the balance of power in the consumer industry has tilted. Retailers have the advantage over consumer-packaged-goods (CPG) manufacturers—and retail buyers are deftly using their leverage at the negotiating table. Retail buyers are more sophisticated, more analytical, and more demanding than ever.  By Kari Alldredge, Brandon Brown, and Max Magni

The email arrives and your jaw clenches: It’s planning time again and there’s nothing you can do about it. No matter what else is on your plate, you know that the next month or so will be dominated by filling out templates and sitting through endless planning sessions. The irony is that you have some strategic ideas you’re really excited about but you figure you’ll have to work the back channels to get them in front of the right people. Previous experience has taught you that your company’s formal planning process is where the best ideas go to die.  By Mark Judah, Dunigan O’Keeffe, David Zehner and Lucy Cummings

When a disruptor invades a market, a predictable ritual ensues. The invader makes threatening, exaggerated claims. This is the chest-thumping, attention-seeking stage. And the attention it seeks is media attention. Which duly follows. The prey will either publicly shrug it off, pointing out to the same media the strategic changes they’d made recently to address the very shortcoming being exploited (guaranteeing more media attention), or they’ll play the insouciance card, pretending to ignore the interloper, while working desperately undercover to determine if the problem is real.

The highly coveted millennials. The next wave of influencers. The ones who will define luxury, style, culture and even politics. No generation has a more sophisticated or developed sense of storytelling and film making. They’ve grown up with editing software at their fingertips, 1080p HD video cameras on their phones and high-production value everything.

Numerous non-transparent business practices, including cash rebates to media agencies, were found to be pervasive in a sample of the U.S. media ad-buying ecosystem, according to a study commissioned by the ANA (Association of National Advertisers).  DOWNLOAD REPORT HERE.

Millennials are the most diverse adult generation in U.S. history. They are only 56 percent white compared to about three-quarters of Baby Boomers.  This truly substantial change is being driven by Hispanics, who comprise 11 percent of the Baby Boomer population, but nearly a quarter of Millennials.  By David Morse / New America Dimensions

Business-to-business marketing executives must combine strong leadership skills with deep marketing experience to clearly establish their companies’ competitive advantage, which will allow them to increase their influence and play key roles in driving sales, boosting brand awareness, and increasing customer loyalty.

Thanks to media multitasking, US adults will squeeze an average of 12 hours, 5 minutes per day of media usage into their waking hours this year—nearly an hour more than the average in 2011. But the daily figure is now rising slowly and is expected to grow by just 3 minutes between 2016 and 2018.

By Gonzalo López Martí – Creative director, etc – LMMIAMI.COM

• A friend and colleague of mine who founded and runs a fairly successful advertising agency, whose name I cannot reveal lest he hates me forever, recently told me, and I quote: “Most Latinos working in marketing and advertising on the client side are a bunch of malinches and groupies. They systematically turn their backs on us to throw themselves, and the brands they run, into the arms of multinational advertising conglomerates who charge them an arm and a leg for a culturally tin-eared, flat-footed, grossly overpriced, subpar service”.

Media consumers who prefer native digital content now make up nearly half the audience for entertainment in developed markets and more than a third of the audience for publishing and online services.

About 6-in-10 Americans get news from social media A majority of U.S. adults – 62% – get news on social media, and 18% do so often, according to a new survey by Pew Research Center, conducted in association with the John S. and James L. Knight Foundation.

A new white paper from The CMO Club in partnership with MediaMath makes the point that CMOs are increasingly adopting a programmatic marketing mindset vs. a programmatic advertising one.  What does that mean?

The Boston Consulting Group (BCG) analyzed the country’s market for consumer goods and found that it will present a growing opportunity over the next five to ten years.

MediaPost recently published an article entitled, “Why Hispanic Agencies Are Fading,” talking about underpaid specialized talent, smaller budgets with big-impact expectations, and incorrect Total Market implementation as contributing factors. As the national trade organization for Hispanic marketers, AHAA: The Voice of Hispanic Marketing, we agree with many of the assessments but not the conclusion.  By Linda Lane Gonzalez, president of AHAA: The Voice of Hispanic Market

Both brand marketers and media agencies have concerns when it comes to their digital media buying and planning. According to April 2016 research, click fraud and viewability are a significant worry for both.

Carusele announced the release of a new whitepaper entitled, “5 Ways to Effectively Measure Your Influencer Marketing Campaign.”  The white paper explains a unique customer journey attribution reporting method custom built for the industry.

US consumer packaged goods (CPG) and consumer products advertisers will spend $5.97 billion on digital advertising in 2016, an 18.2% gain from 2015 that will see this sector account for 8.7% of total US digital ad spending for the year, as explored in a new eMarketer report, “The US CPG and Consumer Products Industry 2016: Digital Ad Spending Forecast and Trends.”

More than two-fifths of media and audiovisual executives in the US are creating interactive media content for content marketing, according to March 2016 polling. Nearly the same number are working on interactive content for paid social media campaigns.

Hispanics represent the fastest growing population segment in the country, a huge and growing buying power, with an undeniable over-indexing of numbers in multiple categories. The power and magnitude of this group makes success in any field requiring consumer support virtually impossible if not engaged appropriately. Yet, while the need to market to Hispanics increases the appeal for Hispanic marketing agencies is declining.  By Luciana Gomez

The report takes a deeper look into the world of Moms. A different approach here. We looked through the lens of Latina women compared to the world of Gringas in the USA.