Marketing

Marketing becomes an information problem as computers augment humans in the execution of online marketing. It was bound to happen, but it leaves CMOs with a question about exactly how to incorporate information skills into their organizations.

When I worked on my first survey with Hispanic respondents, circa 1980, the best-in-class approach to reach a fully representative sample was to go door-to-door.  Of course, this was pre-cellphones, pre-internet and when Hispanic landline telephone penetration was around 70 percent.  The market was growing and evolving rapidly (and still is, but in different ways).  By the later part of the 80s we were able to complete fairly representative surveys via landline.  We’ve come a long way since those early years in Hispanic marketing, and for the most part, the Hispanic consumer is as savvy and sophisticated as the general market consumer, but there are still sampling nuances to take into account.  By Raul Lopez – Principle and Chief Research Officer / New American Dimensions

In celebration of LGBT Pride Month, we continue our conversations with winners from last year’s Multicultural Excellence Awards with a look at the LGBT category Grand Prize Winner: Wells Fargo.  The winning campaign, “Learning Sign Language,” connected in an insightful, poignant way with LGBT consumers approaching the important life milestone of starting a family.  I was fortunate to speak with Michael Lacorazza (pictured), executive vice president and head of integrated marketing at Wells Fargo about what this honor meant for his team, their consumers, and the industry at-large.   By Talia Fisher, associate manager of committees and conferences at ANA

It should come as no surprise that agencies have these kinds of practices around rebates and credits in place.  Every person who has ever worked in an agency environment knows this to be the case — it’s not much of a shock, although the press is treating it as such.  

Previously, I’ve argued that consumer confidence is almost always determined by national economic conditions, rather than by global events, or events in one or more other countries. The one exception to that rule in recent memory was the 2009 financial crisis that originated in the U.S.  Because the U.S. makes up one-quarter of global GDP, the effects on confidence were felt worldwide.  By Louise Keely, president, Demand Institute, and SVP, Nielsen

Rebtel announced a total company rebranding in March and are working with Latino Tech Expert Ariel Coro of Tu Tecnologia to share the latest company programs with the Latino community in Miami.

The Latin American economy has seen better days. Over the past few years, Latin American countries have experienced slowdowns in both GDP and private-consumption growth, a rise in inflation rates, and devaluations in currency. In this difficult environment, consumer-packaged-goods (CPG) manufacturers must make careful choices and deliberately weigh trade-offs.  By Bruno Furtado, Felipe Ize, Antonio Rocha, and Miguel Suadi

CPG brands have had a bifurcated relationship with consumers: marketers connect through consumer-facing advertising and rely on the retailer, as intermediary, for direct interaction and sales.

It’s been about a week since the ANA’s report into transparency hit the best seller lists. Lest we forget (and judging from some of the less temperate comments flying around some seem to have forgotten) the report was titled “An Independent Study of Media Transparency in the U.S. Advertising Industry.” It was not titled “Why Advertisers Hate the Holding Companies” nor “We Name the Guilty Parties.”  By Brian Jacobs The Cog Blog

Despite the strides made in recent decades to accurately portray women and women’s issues in the media, an unconscious bias persists against women and girls in advertising, media, and programming. In response, the Association of National Advertisers Alliance for Family Entertainment (ANA AFE) is spearheading an initiative to address it, #SeeHer.

The Interactive Advertising Bureau (IAB) released “Improving Digital Advertising Experiences with Liquid Creativity,” a whitepaper created in partnership with Kargo and Refinery29, revealing that nearly three-quarters (73%) of marketers and media agency executives believe that user experience needs improvement in digital marketing.

The study by Nielsen Catalina Solutions generated benchmarks that allow marketers to compare the return they should expect from every dollar of their cross-media, digital video, display, linear TV and magazine advertising spending.

In September 2012, Lizette Williams (pictured), multicultural marketing leader, North America started her multicultural marketing journey at Kimberly-Clark Corporation and has been on quite the ride ever since. Not long after joining Kimberly-Clark, Lizette attended her first ANA Multicultural Marketing & Diversity Conference and then in 2015 co-hosted it! That year the Kimberly-Clark team was the ANA Multicultural Excellence Awards Grand Prize winner in the Radio and People with Disabilities categories. They were also recognized as the best of the best with the “Best in Show” award!  I recently caught up with Lizette who had this to say about being a Multicultural Excellence Award winner.  By Janine Martella, director of committees and conferences at ANA

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.