Marketing

Consumer packaged goods (CPG) companies often operate on long held implicit orthodoxies—certain “truths” that dictate how they approach consumers, and how they make decisions. Now, in an increasingly volatile age, there are a number of new truths.

“Mobile is Everything” – the tagline for this year’s Mobile World Congress is particularly apt given the conference, now in its 29th year, has swelled to a 100k+ attendee juggernaut that does actually cover “everything”.

An industry association leader recently told me that the complexity of digital marketing was reaching the breaking point. Advertisers are questioning whether the added complexity is worth it, and asking for a fix. Is it really that complicated? If so, why?  

Ever wondered how Programatica Buying works?

But will the power of the Star Wars and other “event movies” continue to lure Gen Z?

Price and product have become less important business differentiators, while quality and consistent experiences have become more important competitive differentiators. Consumers now hold the power and demand to be met on their own terms.

Allison+Partners has released its inaugural Influence Impact Report, which explores the dynamic forces that shape and drive consumers in an active ecosystem of influence.

Millennials account for an estimated one quarter of consumer spending, according to August 2015 research. Yet, advertisers spend more than a third of their total media budget pursuing them.

The retail environment has seen great disruption from a combination of pervasive discounting, new entrants, the evolution of new technologies, and vastly changed consumer behavior. This has had an impact on consumer loyalty and made gaining share a significant challenge. Understanding specific consumer groups’ buying behaviors is more important than ever.

With new programmatic solutions cropping every day, everyone — agencies, publishers and clients alike — is asking the question: how much of our digital spending should be shifting to programmatic buying models? The efficiency story has been a media headline for years, and programmatic media is certainly a solution. But, is it effective?

There’s both good and bad news when it comes to how consumers act when they use a brand. When a negative experience occurs, irate consumers may tell their friends and family and potentially even post a rant on social media.

MediaCom has formed a partnership with The Hofstede Centre, the global centre for cross-cultural research and its parent company ITIM International.

Gen Z is pre-programmed to aspire to independence and individuality. They were raised by Xer parents who were known for their self-reliance in their own youth and wanted to instill the same qualities in their children. As young kids, Z’s were pushed to find their own way; this is in contrast to Millennials, who were heavily supported by helicopter parents.

Millennials entered the workforce during a time of high financial insecurity, triggering long-term risk of economic instability, their shift towards short-term financial thinking and a “Live Now” mentality that focuses on living in the moment and prioritizing quality of life over money. It has opened the door for marketers to become trusted partners by helping this group satisfy their short-term goals, so there is an established relationship by the time Millennials start thinking about their future.

What goes into an ad?  This question used to be simple, but in today’s world, the lines are blurring between content and ads. How can we find a more harmonious way to co-exist and to bring advertising back to a state of approval, or even enjoyment, for the general consumer?

New research has revealed that native advertising – sponsored or branded content that matches the look and feel of publisher websites – is shaping up to be a vital future development for the PR sector and could be the way it gets more budget from its clients.

More than half of the senior marketing leaders surveyed (53 percent) stated that they spend more time on operational details – for example, requirements documentation, securing legal and leadership approval, and content tagging definition – than on core marketing and branding activities.

The hottest topic in marketing, advertising and media is the PROGRAMATIC buying future.

Google’s Matt Brittin once likened programmatic to teenage sex – and it’s easy to understand why. Everyone seems to be worrying about whether the competition is doing more of it, or doing it better than they are. The truth, though, is that worryingly few people know what they are doing at all.

What comes to mind when you read the name Einstein? I am willing to bet an image like the one on this page comes readily to mind. But is that because he is distinctive or different? Many people have trouble distinguishing between the two qualities, but the distinction is important.