Marketing

Our information-seeking and health management behaviors are rapidly changing, offering many new ways for brands to engage with customers. We can no longer accept that “our regulated environment” is entirely to blame for our laggard adoption of new marketing tools. As stewards of change, and helping our clients define strategies, we have to address the recurring question, What is holding pharma back from truly embracing what is here today?

Research indicates that consumer packaged goods (CPG) brands lead other industries when it comes to digital video ad impressions and views.

When studying young consumers, we look at more than just Millennials overall. In order to understand the generation, we focus in on males, females, college students, parents, and more to understand the way that their behavior and preferences might vary. So of course our monthly surveys of young consumers include stats on teens as well—and we can tell you that there are definitely ways that they differ from their older peers. They have different taste in music. They text more.

When I was a teen, getting a job usually meant one thing: flipping burgers at a local fast-food chain. Today, teens are just as likely to launch their own businesses as to take an entry-level job.

Univision Communications Inc. (UCI) released The Why? Behind The Buy™ U.S. Hispanic Shopper Study that provides valuable insights into U.S. Hispanic shopper behavior. As the U.S. Hispanic population grows, this report will help CPG companies and retailers develop marketing strategies to best attract and win with this important consumer segment.

According to a new report from AHAA: the Voice of Hispanic Marketing, pharmaceutical marketers increased their aggregate Hispanic advertising investment by only 4 percent between 2010 and 2014 to $165 million. Among the top 500 U.S. advertisers, the pharmaceutical category allocation to Hispanic dedicated media remained basically unchanged at 2.5 percent, which is significantly less than the national average of 8.5 percent.

The US consumer packaged goods (CPG) and consumer products industry will spend $2.33 billion on mobile advertising this year, representing 47.0% of digital ad spending in the industry, eMarketer estimates.

I’m fascinated by the weekly deluge of studies and columns about the preferences and behaviors of the Millennials. While it is good to keep a pulse on future generations, I think that there is a lot of undue attention being thrust on this very small corner of the larger consumer picture. My caution is not one to ignore the Millennials but to realize that while there is a lot of noise in this area, much of the data stands contrary to the amount of attention.

Gathering data is critical for marketers, but in order to act on insights gleaned from all of the information collected, the right tools and skills are necessary. An April 2015 study by the Direct Marketing Association (DMA) and Winterberry Group found that while marketers acknowledged the demand for data integration, they were behind in implementing the technology and training needed to do so.

One of the big talking points over the last few weeks has been the flood of agency reviews announced by many large U.S.-based and/or global advertisers. I think these reviews are driven by a combination of factors, not just the much-publicized murkiness of many media agency dealings.

eMarketer estimates that US programmatic digital display ad spending will leap 48.9% this year to hit $14.88 billion, or 55.0% of total digital display ad spend. While the majority of those dollars will likely focus on direct-response efforts, April 2015 research by Econsultancy in association with Quantcast finds that programmatic branding adoption is relatively high, and spending will rise in the coming years.

Constellation Brands announced that internationally-renowned soccer player Miguel Layún will serve as brand ambassador for Modelo Especial. The brand has partnered with Layún as part of its summer marketing campaign, which centers around the sport of soccer.

For all the talk of fragmentation in media, isn’t it funny how similar the digital media business is to the old TV business?  Take a second and think about it from the perspective of a mainstream advertiser.

Recently, TheNew York Times published an article headlined, “What Hollywood Can Teach Us About the Future of Work.” In it, the author marvels at the “Hollywood model” of work: where ad hoc teams carry out large and complex projects, requiring diverse talents with complementary skills. Per the article: “A project is identified; a team [of contractors] is assembled; it works together for precisely as long as is needed to complete the task; then the team disbands.”

One of the world’s biggest sports marketing machines — FIFA, the worldwide organizing body for global soccer sports play — has been hit with a massive suit against its senior officials on 47 counts that include charges of bribery, fraud and money laundering.

The rapid growth in the US Hispanic population has made the demographic increasingly important to retailers. Carlos Garcia, senior vice president of multicultural at GfK Media, spoke with eMarketer’s Lisa Barron about the importance of getting the message right and understanding the culture well enough to do so.  Carlos Garcia – Senior Vice President, Multicultural / GfK Media

Financial services companies in the United States have been lured by the promise of the growing Latino market. Many have tried to engage Hispanic consumers with different financial services offerings. Few have succeeded and it is likely that lack of historical and cultural knowledge have contributed to a patchy track record.  By Felipe Korzenny, Ph.D.

The agency-client relationship is in good standing, but recent research finds that the number of those relationships is falling. For agencies to continue to attract clients, they’ll need to prove their ability to drive improvement so customers can get ahead of the competition.

The evolution of digital channels has spurred new innovations and disruption in the CPG marketplace. As a result, CPG companies now face the unprecedented challenge of acquiring, converting and retaining today’s digital consumer. Regardless of the digital channel, CPG companies must develop enduring relationships with consumers throughout the digital journey — from awareness to evaluation, through to purchase or conversion.

KFC has launched a new Hispanic marketing campaign that aligns with the timing of its exciting, new broad market initiative. The campaign, called “ para chuparse los dedos,” was created by the Louisville-based KFC Hispanic agency of record, Scoppechio, and announces the return of one of the most famous slogans in advertising history, “Finger Lickin’ Good™.”