Marketing

In part-one, we went over 5 tips discussing the actual creation of a campaign, and what you should think about before you launch.    In part two, we’ll review what you can do from an operational perspective to ensure stronger ROI and reporting.

Engagement is at the heart of content marketing. April 2015 research by Pulsepoint and Digiday found that brand engagement was the No. 1 marketing objective supported by content marketing, cited by 66.8% of UK and US agency and brand professionals.

For Millennials, staying connected with friends and family by sharing their emotions on social media has become a daily way of life, but marketers aren’t using these signals to connect with brand fans.

Siempre Mujer magazine unveiled new research and key findings from its Siempre Beauty III: Latinas and Social Media, which examines the role social media plays in beauty purchasing decisions among Latinas.

In a recent survey of more than 2,200 consumers worldwide, 63 percent of respondents said that they are highly annoyed by the way brands continue to rely on the old-fashioned strategy of blasting generic advertising messages repeatedly.

Tecate Light debuted the latest chapter of its “Born Bold” campaign in the form of the short film, “One Bold Night.”  Delivered in four easy-to-watch 60-second episodes, the new films depict the iconic Tecate Light Black Eagle experiencing an epic night from gritty, basement boxing match to penthouse party, all shot from the point-of-view (POV) of a friend’s mobile phone.

It’s no secret that television has changed dramatically in the last half decade, from the way it’s produced to how it’s consumed. Those changes have sparked a shift in the ways brands are able to connect with audiences.

The ANA seeks a third-party organization that can dig deep with agencies, marketers, media organizations, suppliers, and vendors. It is the ANA’s belief that the industry requires an independent, objective individual or organization to provide indisputable marketplace clarity and to help set the record straight.

The Interactive Advertising Bureau (IAB) released “Madison Avenue Meets Silicon Valley and Silicon Alley: Building Collaboration Between Creativity and Technology,” a whitepaper that crystallizes insights and advice that emerged during high-level, West and East Coast IAB summits. They brought some of the biggest names in the technology, publishing, agency, venture capital and marketing communities together to discuss and debate how best to bridge the gap between creativity and technology in order to build better, more sustainable consumer advertising experiences.

I believe advertising has missed the greatest gift we’ve ever been given: the smartphone.

As Gen Zs have replaced Gen Y in high schools, their approach to college admissions and their perception of the value of a degree are shifting dramatically from that of previous generations.

Exceptional service? Customers like it, and they want more. In May 2015 polling by Harris Poll for Lithium, 82% of US corporate executives said that customers’ expectations of their company were “somewhat” (47%) or “much” (35%) higher than they were three years ago. And it’s not easy to keep up, as nearly six in 10 said it was “somewhat” (50%) or “very” (9%) difficult for their company to please customers.

The sports world was rocked a couple weeks ago when the FIFA scandal broke out as the U.S. Department of Justice accused the international soccer governing organization of 47 counts of corruption charges, including racketeering, wire fraud, money laundering, and bribery. Much like valuing a person’s right of publicity, a serious scandal can negatively impact a celebrity’s brand value. FIFA’s reputation has suffered a similar blow, also resulting in a reduction of the value of the FIFA brand’s persona.

According to a new report from AHAA: the Voice of Hispanic Marketing, the Hispanic advertising share in the restaurant industry has soared to 11.4 percent from 2010 to 2014, while the Hispanic share of overall ad spend among the top 500 advertisers increased to 8.5 percent. This explosive growth indicates restaurant marketers understand the revenue that can be generated by the Latino consumer – in fact, this category has boosted their aggregate Hispanic advertising spend by 68 percent to $559 million in 2014.

Brand promises are a dime a dozen, but few companies have mastered the ability to engage their entire organization to deliver a truly unified, authentic and consistent customer experience that underscores the brand claim.

Intent data can help marketers understand and target consumers appropriately during the path to purchase.

We have a complex psychological relationship with pricing. A new brain scanning study out of Harvard and Stanford starts to pick apart the dynamics of that relationship.

But what about today’s Hispanics?  Will they go the way of prior immigrants and amalgamate into the category of “white,” “black” or “Asian?”  By David Morse / New America Dimensions

Federal policy defines “Hispanic” not as a race, but as an ethnicity. And it prescribes that Hispanics can in fact be of any race. But these census findings suggest that standard U.S. racial categories might either be confusing or not provide relevant options for Hispanics to describe their racial identity.  By Ana Gonzalez-Barrera and Mark Hugo Lopez

Dr. Robert Heath is a professor at the University of Bath and a pioneer in establishing the value of emotion in advertising. His research includes the development of the Low Attention Processing Model of advertising, as well as an advertising research system known as the CEP® (Cognitive Emotive Power Test), which analyzes Information and Emotive Power. Nielsen is collaborating with Dr. Heath to incorporate CEP into its new TV Brand Effect module, Creative Evaluation. Creative Evaluation will allow marketers to measure how consumers are connecting with their ad compared to competitor ads and across key demographics.