Driving growth continued to be a challenge for the consumer packaged goods (CPG) industry in 2015. Manufacturers and retailers had to deal with the ebbs and flows of the economy and its impact on consumer spending as well as the increased demands of digital-savvy shoppers.
Marketing
CPG Industry Struggled in 2015 – Predictions for Growth in 2016 [REPORT]
We’re Ruled by Our Emotions, and So Are the Ads We Watch [REPORT]
It’s no secret that emotions are central to advertising. They’re at the heart of the relationship we have with brands. They drive our nonconscious decisions and play a major role in our conscious decisions, too.
Hispanic Marketing Vs. Marketing To Hispanics [INSIGHT]
As I reflected on 2016 goals for our multicultural division, I was trying to think through the process of listing what we did well and what we could have done better to put a report and strategic plan together for senior leadership meetings. Perhaps the most important component of these plans was highlighting our most valuable resource: people. By Roberto Siewczynski – SVP, Group Director at Epsilon
U.S. Media Research Scene Has More Questions Than Answers [Insight]
As of now, only LPM (25 largest) markets are accredited by the Media Rating Council, MRC for NSI Local Monthly reports. The entire multiple measurement approaches to spot’s measurement of the balance of 210 markets, including the new so called “viewer assignment model,” which uses a probability-of-viewing model based on look-alike homes within the area, is currently under MRC review.
Don’t Let Building Brand Awareness Drive You Nuts [REPORT]
Programmatic is no longer just a buzzword. It’s a growing groundswell within the ad realm that shows no signs of slowing. In fact, eMarketer estimated that programmatic would make up 25% of the $58.6 billion in digital advertising spent in 2015. But while it’s clear that the automatic buying and selling of digital ads is poised to make an even bigger impact in 2016, many in the industry are still grappling with one big question: How do I measure it?
Marketers Struggling to Personalize, Create Real-Time Interactions and Shape Customer Purchasing Journey and Outcomes
While there is an over-abundance of consumer data and analytics, marketers have yet to master what meteorologists and economists do best: funnel this multiplicity of data into actionable insights to reliably anticipate and predict what’s ahead and then prepare for it.
Which Channels Are Agency Executives and Senior Marketers Investing In?
Agency executives—more so than senior marketers—plan to increase spending on a variety of different formats in 2016, including digital, social and mobile.
Digital & Media Predictions 2016 [REPORT]
Millward Brown’s global experts share their digital predictions for 2016 – covering topics from mobile-first marketing, addressable TV advertising, and header bidding to augmented reality, content, and consumer journey marketing.
Going viral is not enough to boost the bottom line [INSIGHT]
As television networks place ever more emphasis on ‘event’ programming, brands are forking out millions of dollars to exploit the advertising opportunities presented by live TV. However, according to global market research consultancy, TNS, many brands who invest heavily in high profile advertising spots are failing to realise their potential.
Proof that Millennials are just like the rest of us [INSIGHT]
We all know that marketers are fixated by Millennials, and many readers of this blog will know that I struggle to understand why. By Nigel Hollis
Why Smart Marketers Are Engaging Online Hispanics In 2016
Marketers who included online Hispanics in their plans should be rewarded by a large, growing audience which engages and transacts predominantly on smartphones. Those marketers who are not engaging digital Hispanics may want to look for ways to add them to this year’s plan now. By Lee Vann, Founder and CEO, Captura Group
Five challenges marketers must tackle in 2016
In a rapidly changing digital landscape, marketers must re-think the roles that their brands play in consumers’ lives – and how they bring those roles to life across platforms and touchpoints.
Virtual Reality Shows Bourbon’s Journey to the Shot Glass
While traditional marketing is all about perfecting a brand’s external image, virtual reality marketing can give consumers an inside look into the heart of the brand. Products go through long journeys before they end up on a store shelf, and companies are eager to tell those stories. Rachel Harris, director of national brand activation at Beam Suntory, spoke with eMarketer’s Maria Minsker about a recent behind-the-scenes virtual reality campaign at the spirits maker.
“8 Jolly Reasons Why 2015 is the Biggest Multicultural Holiday Ever!” [INFOGRAPHIC]
Multicultural segments progressed in 2015 to culminate in a record Holiday season, most likely the highest expenditure Holiday season by Hispanics, African Americans and Asian Americans ever.
Latin American Moms Have Different Parenting Styles & Values from Their Own Moms [REPORT]
Findings from Saatchi & Saatchi’s recently released “Moms & Marketing:irl” (“in real life”) worldwide quantitative study about today’s moms and how marketers can speak to her in more authentic and emotionally resonant ways found the vast majority of Latin American moms have different parenting styles and values from their own mothers.
The Media Universe Moves at the Pace of Technological Change
The current state of the media universe is much like that of the cosmos, and as the force of the galaxy is contemplated much in current times, the proliferation of devices and the abundance of media choices are also pondered.
Marketers will Unite Sales and Media Touchpoints [INSIGHT]
Millward Brown released its annual Digital and Media Predictions for the year ahead. For the eighth consecutive year the company is providing marketers with a clear guide on navigating the challenges and opportunities of the next 12 months. One prediction in the 2016 report identifies the opportunity for marketers to develop clearer consumer journey maps, from awareness to purchase, in order to better integrate sales and media touchpoints.
How Is Data Driving Marketing?
Most US ad and marketing professionals are using data-driven marketing, according to July 2015 research, especially to maintain databases about their customers and targets.
For Display Ads, Being Seen Matters More than Being Clicked
comScore, Inc. and Pretarget released results of an online advertising study which found that ad viewability and hover time are more strongly correlated with conversions (defined as purchases and requests for information) than clicks or total impressions.
Why Boards Must Support CMO Change Agendas To Build More Customer-Centric Organizations In 2016 [INSIGHT]
As company boards enter 2016, many should resolve to better support and encourage their company CMOs in implementing change agendas that target a more customer-centric business mindset and tackle digital disruption head-on in the year ahead.