Marketing

All brands, to some extent or other fit within the equation AS + B = IS (Actual Self + Brand = Ideal Self), that is we buy brands that reflect an idealised version of who we are.  Nothing wrong, or particularly challenging about that.  The interesting bit comes when we try and ascertain what is an ideal version of ones self, and how that is contextually relevant.

Social media advertising is garnering a larger share of advertising budgets, according to a recent second quarter agency survey conducted by STRATA. The survey found that 20% of agencies report they are likely to allocate between 11-25% of their ad budgets to paid social media, representing a 24% increase from the previous quarter. An additional 24% of agencies are allocating 6-10% to paid social. Facebook continues to lead in agency advertising as 93% plan on using it in their campaigns, followed by YouTube (57%), Twitter (52%), and LinkedIn (29%).

Pharmaceutical companies are running hard to keep pace with changes brought about by digital technology. Mobile communications, the cloud, advanced analytics, and the Internet of Things are among the innovations that are starting to transform the healthcare industry in the ways they have already transformed the media, retail, and banking industries.  by David Champagne, Amy Hung, and Olivier Leclerc

Data-driven marketing is a complicated business, but there’s still a simple way to break down the market and develop a strategy, one that’s easily taught to all members of your marketing org. 

A new study featured in The Journal of Cultural Marketing Strategy challenges conventional wisdom that Spanish-language programming is the most effective way to reach U.S.

By Gonzalo López Martí LMMIAMI.COM

• Jared Fogle pleaded guilty to possession of child pornography and soliciting the services of underage prostitutes.
• Or something along those lines.
• He allegedly was using his foundation for such purposes.
• He had been touring schools across the country for years lecturing children (!) about healthy eating & healthy living.
• He was, in a way, the de facto leader of a child sexual abuse ring.
• With the media clout and deep pockets given him by a national fast food chain. !!!!!!!!

Central American “Eco-Migrantes” Expected To Increase the Foreign-born Population Of Hispanics In the United States.  By Martin Vega, Senior Strategic Planner and Researcher / d expósito & Partners

In the CPG industry, generally-recognized failure rates for new product launches range from 60 percent to 80 percent.

Business should focus on people and purpose, not just products and profits in the 21st century according to Deloitte Touche Tohmatsu Limited’s (Deloitte Global) fourth annual Millennial Survey. This and other findings from the survey suggest businesses, particularly in developed markets, will need to make significant changes to attract and retain the future workforce.

Global marketers see the value of making their digital interactions with customers and stakeholders richer, more personal and predictive. But most are still struggling to make their mobile, social and web channels work together to provide a more enriching and engaging experience.

I just spent three days at the Multicultural Retail 360 Summit in Anaheim, California where I was invited to MC for a day. A new and fun experience for me! The conference agenda was solid and the speakers were great! But here’s the thing that caught my attention. Total Market is still a misunderstood concept.  By Terry Soto is President and CEO of About Marketing Solutions, Inc.

Pronouncing a departmental “winner” will never be perfectly settled. The reality is that the disruptive nature of consumer advocacy and proliferation of user-generated content is enough to break down siloes.

The importance of upfront planning cannot be stressed enough, but this crucial topic often gets left by the wayside when media teams are bogged down with the volume of budget allocations, RFPs and attribution models required for implementing cross-channel buys.

Marketers have, of course, cottoned onto the fact that today’s women have little in common with the figure of the typical housewife who dominated the 80s. They are well aware that the role of women both in family and public life has undergone a radical transformation which shows little sign of stopping.  by Cécile Gorgeon –  Added Value

These economic woes have significant impact on teens and young adults in the affected countries. Youth unemployment is higher than 50% in Greece, and young people are leaving en masse. The same is true for Puerto Rico, where more than 300,000—many of them young people—have left over the last 15 years to relocate to the U.S.. Enrollment in Puerto Rican public schools is down a staggering 40% over the last decade.

If the department store has largely become an anachronism in modern retailing, what does that suggest for the future of the supermarket? And what does it mean for CPG brands whose primary channel has been the supermarket for the last 80 years?

Brands which achieve meaningful “difference”, such as by establishing a clear purpose, can yield benefits like rising valuations and equity, according to Millward Brown.

Companies have more data at their fingertips than ever, so why do online shoppers remain such a mystery? The solution begins with bringing all the information together to form a meaningful picture of the consumer.

Journey mapping — formerly known as customer experience mapping — is one of the most fascinating and dizzying things you’ll ever attempt at a company.  You are focusing on one individual’s map, which can be representative across the board — versus every possible version of the experience for all customers.   

Such a classic line. Just picturing Desi Arnaz’ character intone these words in his heavy Cuban accent demanding accountability from his rascally wife is engrained in our popular lore. I’m not sure what’s funnier, the Latino guy demanding accountability or Lucy’s mischief, but the combination works enough to keep the series airing after more than 60 years. In TV land, reruns are a sign of success, it means longevity. In life, repeating history is a sign of lessons not learned.  By Pedro de Cordoba | Chief Strategy Officer –  Eventus