Marketing
Almost Half of Marketers Do Not Trust the Reliability of Their Data Due to Fragmented Tools and Poor Integration
Zeta Global announced a Forrester Consulting Opportunity Snapshot, “Elevate Your Integration Strategy for Maximum Business Impact.” This study was commissioned by Zeta Global to examine the current state of marketing technology and the biggest challenges that brands face in their quest to improve customer experiences and accelerate growth.
Marco’s Pizza appoints Denise Lauer as Chief Marketing Officer
Marco's Pizza has appointed seasoned brand marketing leader Denise Lauer as Chief Marketing Officer. This appointment comes at a pivotal time as Marco's focuses on aggressive franchise development, product innovation, and accelerates unit level sales strategy.
What Is Audience Segmentation?
A one-size-fits-all approach won't suffice when it comes to capturing and retaining the attention of your audience. This is where audience segmentation comes into play — a powerful strategy that enables you to divide your target audience into groups, allowing for personalized and targeted marketing efforts.
Are we underestimating the long-term effects of advertising?
I am sure that is true, but does econometric modeling capture all those indirect effects? No matter how sophisticated the model, I suspect much of the indirect, multiplicative effects of advertising go unmeasured. By Nigel Hollis
Is this really the 3rd age of effectiveness?
I have just watched The 3rd Age of Effectiveness presentations. Kudos to Les Binet, Dr Grace Kite, and Tom Roach for their compelling, empirically-based presentations and the IPA for making those presentations available to those of us not at Cannes. By Nigel Hollis
Generative AI: A Creative Revolution in the Marketing Landscape
Over the past several months, the increased availability of high-quality generative artificial intelligence (AI) has changed the way we write and create. Epitomized by systems like ChatGPT and Midjourney, this new game-changing technology is having a ripple effect across all industries, actively bestowing on us the ability to generate content, solve problems, and answer questions faster and often more accurately than most people can manage.
Beyond belt-tightening: How marketing can drive resiliency during uncertain times
With the economy still sending mixed signals, it’s no great surprise that companies are feeling skittish and cutting costs. Unfortunately, the marketing budget is often the first to go. In December 2022, we surveyed nearly three dozen chief marketing officers (CMOs) of major North American consumer companies. On average, they told us that their company boards demanded an 8 percent reduction in marketing expenditures over the previous 12 months. In some cases, marketing budgets were cut by as much as 10 to 20 percent. One large public company even slashed its marketing budget by more than 20 percent.
Mexican consumers seek value and convenience—and find it online
Consumers in Mexico are feeling slightly more optimistic about both their country’s economy and their own ability to meet financial commitments in the coming year—but that doesn’t mean they’ve stopped looking for ways to spend less. In fact, their persistent quest for value is the main reason many of them continue to shop online: e-commerce still has a larger market share than it had before the COVID-19 pandemic. These are among the findings of a ConsumerWise survey conducted in early 2023 among more than 1,000 Mexican consumers across income groups. The following five charts show highlights from the survey.
What New Social Media Laws Mean for Brands
Federal and state laws regulating social media for teens and children could have repercussions for advertisers
5 key findings about LGBTQ+ Americans
Pew Research Center has been tracking Americans’ attitudes toward same-sex marriage, gender identity and other LGBTQ+ issues for more than a decade. In that time, we have also done deep explorations of the experiences of LGBTQ+ and transgender and nonbinary Americans.
Spanish Translation or Spanish Transcreation?
The important difference between Spanish translation vs transcreation
The Increasing Importance of the In-house Agency
As brands face a shaky economy and an accelerating rate of disruption from new technology, the need for in-house solutions grows more immediate
Constellation Brands names Initiative as U.S. Media AOR
Constellation Brands, Inc. announced the appointment of Initiative, an IPG Mediabrands company, as its new agency of record (AOR) for media in the United States after engaging in an agency review process this summer.
Try Creators to Optimize Influencer Marketing
In the last few years, influencer marketing has been one of the fastest-growing trends in digital marketing. As part of marketing's "pivot to video," influencer marketing helped advertisers like Dunkin' and McDonald's achieve marketing success.
2022 LDC U.S. Latino GDP Report [REPORT]
As a summary for the economic performance of Latinos, the 2020 U.S. Latino GDP is extraordinary. The total economic output (or GDP) of Latinos in the United States was $2.8trillion in 2020, up from $2.1 trillion in 2012, and $1.7 trillion in 2010. If Latinos living in the United States were an independent country, the U.S. Latino GDP would be the fifth largest GDP in the world, larger than the GDP's of the United Kingdom, India or France.
Top trends from The CMO Survey [REPORT]
The latest edition of The CMO Survey features responses from 314 senior marketing executives on the issues top of mind for marketing leaders and stakeholders. From tech and talent to customer insights, the current survey provides insights into what’s impacting the world of marketing and how marketers are approaching strategies, spending, and organization in a time of economic uncertainty.
Building a culture of creative effectiveness [WHITEPAPER]
WARC, the global authority on marketing effectiveness, in association with LIONS and the Association of National Advertisers (ANA), has released a white paper, 'Building a culture of creative effectiveness', outlining a new three-step framework to help brands develop a culture of creative impact to unlock growth.
Global Ad Market Keeps Growing due to counter-cyclical vertical and retail media
The summer update of MAGNA’s “Global Ad Forecast” predicts media owners advertising revenues will reach $842 billion this year, +4.6% growth vs. 2022 ($805bn).
Channel overload is hurting full-funnel marketing effectiveness and ROI confidence
With so many to choose from, marketers have their hands full as they weigh the options, allocate their budgets, and then validate their decisions. And as varied as the measurement landscape is today, the challenges will only increase as new channels come to market—unless marketers shift to think more holistically about their measurement.
