Marketing

Clients and their agencies have strong relationships but there is significant dissatisfaction about the quality of the briefing process and compensation agreements according to the ANA’s (Association of National Advertisers) survey report “Enhancing Client/Agency Relations 2015.”

Here you are, charged with exciting media buys, and you find that there are literally thousands of data providers who tell you that using their insights will allow you to find the perfect audience. But which choice will make you a winner?  By Adam Paulisick, SVP Marketing and Strategy, Nielsen Catalina Solutions

Few marketers have found a single customer view, and recent research finds they’re having trouble simply collecting and managing data needed to get there—and that’s a big problem.

Our viewing patterns are shifting and can now watch where we want, when we want. The explosion of devices has given us more access to content and brands than ever before. While the television is still the screen of choice for viewing video content, device proliferation and social-media interaction is shifting the power from the provider to the people.  By Tony Boyte, Research Director

The digitization of the global consumer packaged goods (CPG) business is posing huge challenges for marketers. The most obvious is the scope of the change that lies ahead. More than half of C-level executives globally, for example, believe that digital will bring about significant change or complete transformation of their businesses, according to a CEO study we conducted. This will impact CPG companies as much as it is hitting other sectors, too.

AHAA: The Voice of Hispanic Marketing announced today that Toyota Motor Sales, U.S.A., Inc. was selected as the 2015 winner of the AHAA Marketer of the Year Award. It joins a prestigious short list of elite brands that have received the award, including Walmart and McDonald’s.

The Interactive Advertising Bureau (IAB) released “The Changing TV Experience: Attitudes and Usage Across Multiple Screens,” an in-depth study that explores new ground in the ongoing dramatic shift in consumers’ television viewing habits, and offers marketers insights into reaching audiences as connected TV ownership and multiscreening become more prevalent.

In today’s connected world, consumers can use social media to share their experiences and opinions with friends and followers, in an instant. And when it comes to television, they’re sharing and commenting through social media not just about storylines and stars, but also about the surrounding ads, brand integrations and sponsorships. This behavior has introduced a new key objective for some advertisers: turning paid media into earned media.

Marketing used to be a one-way street. Managed, controlled and structured. Today most brands know that they need to invite consumer participation in order to drive engagement and remain relevant. But it’s the few brands that go beyond this that are the most successful; that don’t just invite consumers in, but actually play a valued and impactful role in people’s lives – that are genuinely useful, meaningful, entertaining and immersive. In short, brands that actually do stuff for their audience.

There’s still plenty of room for Instagram adoption among companies.

The term ‘Hispanic’ broadly refers to the culture, peoples or nations with a historical link to Spain. Commonly in the United States ‘Hispanics’ or ‘Latinos’ are referred to as being people who trace their origin or descent to Mexico, Puerto Rico, Cuba, Central & South America and of course Spain and other Spanish cultures.  by Stephen Palacios / Added Value

Why so much activity stirring around the boundaries of gender and why now?

While the definition of native advertising continues to evolve over the next few years, the role of the CNO will not only satisfy marketers’ needs for engaging content, but also ensure their clients’ paid and earned media strategies have a cohesive theme and voice.

Data is changing the world. According to October 2014 research by the Economist Intelligence Unit, the greater availability and use of data in business can create a “virtuous circle,” with nearly two-thirds of executives worldwide reporting that information and knowledge were being shared more quickly and freely in their companies. Even though firms still report struggles and obstacles in dealing with large quantities of data, it’s improving their businesses across a range of operational and strategic functions.

It’s no secret that McDonald’s(MCD) has been struggling to keep up with competitors like Wendy’s (WEN) and Burger King. But on that day I understood why, most likely, McDonald’s reported a 4% drop in domestic same-store sales for February, far worse result than analysts expected. And it’s telling, too, that the percentage of people, aged 19 to 21, who visit McDonald’s monthly has tumbled 12.9 percentage points since early 2011, reports Technomic.

Marketing in today’s connected world is a challenge no matter what type of audience your brand is trying to reach. But for entertainment marketers, who are working to reach today’s Millennial audiences, this challenge is exceptionally difficult given the ever-changing ways they connect and share what they know and love.

The roles of the CMO and CIO are changing, and those organizations with the most mature collaborations tend to be the most successful in driving the performance of their teams and the growth of customer-focused initiatives, according to Deloitte Digital’s “CMO Quarterly Study: The CMO-CIO Relationship.”

Women are everywhere. No surprise right? They do, after all, make up 50% of the world’s population. Yet everywhere we look, women are a topic of conversation. Michelle Obama’s outfit choices on a recent tour of Japan are proclaimed to break down female stereotypes. Sweaty, jiggling and fabulous women exercising on our screens chant ‘This girl can’ . A woman’s mob killing in Afghanistan sparks a global #JusticeForFarkhunda movement. The banning of India’s daughter, a documentary about the gang rape in Delhi, raises hackles across the globe while Ellen Pao sheds light on sexism in Silicon Valley.

HispanicThe prevailing wisdom is that investment in the Hispanic market is a growth move by marketers looking to increase their revenue and market share. However I have quietly noticed a trend during the last few years that leads me to question the motives behind these investments. Has increased Hispanic market investment been a defensive move?  By Jose Villa / Sensis

Across the board voter turnout was down in 2014. In 2010 about 91 million votes were cast and turnout among the voting eligible population was 41.8 percent. Four years later only 81 million peopled voted for a turnout rate of 35.9 percent according to data collected by Professor Michael McDonald. Looking at Democratic losses in states such as Colorado, Florida and Illinois, some observers questioned whether Latino turnout in particular was even lower. While not all 50 states have data available on official validated vote in 2014 yet, most states have now reported vote history and we can assess what happened in the 2014 midterms.  By Matt Barreto