Marketing

The American middle class is losing ground in metropolitan areas across the country, affecting communities from Boston to Seattle and from Dallas to Milwaukee. From 2000 to 2014 the share of adults living in middle-income households fell in 203 of the 229 U.S. metropolitan areas examined in a new Pew Research Center analysis of government data.

Packaging remains one of the most underleveraged marketing tools—despite the fact that, when done right, it can generate a significant lift in forecasted sales revenue.

Nearly three-quarters (73%) of US female internet users say they at least sometimes receive marketing messages directed specifically to women. But 74% of respondents said they prefer messages that are gender neutral.

We’re in a new era of health consumerism. Patients are making informed decisions about their own health and demanding better access and communication from healthcare providers.

Welcome to the 8th episode of #TotalMarketTalk, a Digital series created by NGL Media and NGLC exclusively for HispanicAd.  In this installment, David Chitel, CEO of NGL Media and Founder of NGLC, speaks with Ana Flores, CEO & Founder and Roxanna Sarmiento, COO & VP Client Services of Latina Bloggers Connect.

As Nielsen pushes its “total audience” measurement system as the new currency for a hybrid TV and video advertising marketplace, some fundamental issues remain — especially the fact that Nielsen will effectively be adding many more sources of video viewing to the measured universe, and consequently, will fragment the TV/video advertising marketplace beyond anything Madison Avenue has experienced to date.

Chapter 10 of my first book, The Global Brand, is titled ‘Balancing brand strength and business efficiency’ and explores the inherent tension between the two qualities. My proposition was that adopting a global, one-size-fits-all approach can undermine local effectiveness in favor of efficiency.  by Nigel Hollis

The internet of things (IoT) is already beginning to change how consumers shop and how consumer and packaged goods (CPG) companies do business.

Several path-breaking thinkers have come up with better ways to design new products. The problem is that anywhere from 70% to 90%1 of those new products continue to fail.   By Darrell K. Rigby, Steve Berez, Greg Caimi and Andrew Noble

The teen birth rate in the U.S. is at a record low, dropping below 25 births per 1,000 teen females for the first time since the government began collecting consistent data on births to teens ages 15-19, according to a new report from the National Center for Health Statistics.  By Eileen Patten and Gretchen Livingston

Corinthians fan base is the largest, most passionate, and most influential in Brazilian soccer, with more than 30 million supporters.  During games for the Sao Paulo Championship, supporters participated in a challenge: instead of the famous cheering to encourage players, the fans were invited to sing jingles for brands that support the project.

Technology has been transforming the business enterprise for several decades. First it was the finance department, when paper ledgers were replaced by digital spreadsheets and databases. In manufacturing, we had supply chain management. Human resources and payroll were automated and data-based. Customer service functions were transformed by call center management software, then CRM. Sales organizations were supported by sales force automation systems, then CRM as well.

Millennials are more “multicultural” than any previous generation. In the U.S., approximately 40% of the generation identify as Hispanic, African-American or Asian American. And over a quarter of all U.S. Millennials are first- or second-generation immigrants—many of whom have strong ties to their global origins.

Hispanic growth in income and population across all ages will drive increases in consumer spending that will exceed the shopping totals of the millennial demographic by 2020, Morgan Stanley analysts said Monday.  By Tonya Garcia / MarketWatch

Online survey among US adults ages 18 and over who work full-time in the marketing/ advertising industry. To qualify for the survey, respondents had to be decision makers/ representatives for a specific brand, or work for an agency that is responsible for making decisions on behalf of brands.

A company’s relationship with its customers is about much more than improving product ratings or decreasing wait times. Understanding the customer journey is about learning what customers experience from the moment they begin considering a purchase, and then working to make the journey toward buying a product or service as simple, clear, and efficient as possible.

Data and analytics capabilities have become a top priority for businesses, with many organizations using the discipline to help gain a competitive advantage and improve the customer experience. In fact, many organizations place such high value on data and analytics that primary responsibility for the function lies with the company CEO.

Motherhood stages are not created equal. I find it troubling when the term “mom” is all-encompassing and when “moms” are viewed as a singular unit. The transformation from when I had my first daughter 10 years ago to my son two and half years ago is astounding. As a first-time mom I made all my baby food, nursed until she was 12 months and took sign language classes. Conversely, my third child was bottled-fed, ate jarred baby food and his only sign language has come from watching “Sesame Street.” And I’m okay with it.

We have a saying at our agency that goes, “Don’t just take brands to the event, make brands the event.” The first time you read it, it can feel like the sort of silly too-clever marketing lyricism that most people roll their eyes at when it comes from anyone but Don Draper. But the truth is, there’s a good deal of sincerity behind it. Today’s consumers — call them millennials, if you really, really have to — value doing over owning. That is a conclusion reached time and time again by esteemed publications and universities alike.

Last week, Group M released a report called “Interaction 2016”. In it, GroupM shares a laundry list of issues with digital media that we have been debating here at the Online Spin and elsewhere for a very long time. Group M shares global numbers it collected concerning ad blocking, fraud, viewability and a whole range of related issues. And with regards to the growing budget share of digital media, Group M questions “the effectiveness of these investments.”