Marketing

Brand commitment might not always be a good thing, and in the case of high-severity recalls, consumers with a high level of brand commitment may actually respond more negatively than those with less loyalty, according to researchers.

Word of mouth marketing is more effective than “traditional” marketing, according to 64% of marketing professionals interviewed in a new survey sponsored by the Word of Mouth Marketing Association (WOMMA) and the American Marketing Association (AMA).

A lot has been written on the difference between the Boomer and Millennial generations, but take a closer look and you’ll see the two generations have a lot more in common than you may think. There have even been instances when a message targeting one of these generations has also resonated strongly with the other. Could it be possible to tap into the over $3 trillion in spending power the combined audiences represent with one campaign?

The paper, available to the public as a complimentary download, provides companies with important context for understanding the changing dynamics of today’s multi-platform digital marketplace.

With an ever-growing list of channels for brands to connect with their audiences, it seems rational to expect that advertising and marketing campaigns are in a constant state of improvement. But what if these campaigns are fundamentally misaligned with consumer expectations?

Data is the lifeblood of marketing, yet marketers are extremely frustrated with their business information. There is a growing disconnect between what marketers want and need from their data and what they are actually getting, according to a new report by Domo, a cloud-based venture helping CEOs and other executives transform the way they manage business and get more value from existing investments in business data.

At the recent 2013 Hispanic Retail 360 Summit, a cross-channel conference, CPGs, retail experts converged to share insights on successful programs. There was unilateral agreement that now is the time to act strategically on the opportunities to approach the Hispanic and non-Hispanic consumers in unison.    By Carlos Santiago / Santiago Solutions Group

 As the discussion continues regarding the viability and implications of the “total market” approach embraced by so many major brands at the ANA Multicultural Marketing conference in early November 2012, I came across an interesting perspective from the folks at ReachingBlackConsumers.com  By Jose Villa / Sensis

Over the past 30 years, most companies have added new C-level roles in response to changing business environments. The chief financial officer (CFO) role, which didn’t exist at a majority of companies in the mid-1980s, rose to prominence as pressures for value management and more transparent investor relations gained traction.   Adding a chief marketing officer (CMO) became crucial as new channels and media raised the complexity of brand building and customer engagement. Chief strategy officers (CSOs) joined top teams to help companies address increasingly complex and fast-changing global markets.

Facing universal skepticism from consumers and stiff competition from a sea of competitors, how can a brand differentiate itself to win a loyal following—or at the very least, to prove itself worthy of its customers’ time? It boils down to two essential elements: trust and dynamism—the consumer’s perception that a brand has delivered on the promises of the past while simultaneously helping lead the way to a better future.

Pin it, scan it or share it – operating in a digital world has become second nature for most shoppers today, and retailers are taking full advantage of it. The use of social media platforms and mobile devices is exploding, and for millions of consumers there’s no doubt that this digital revolution is here to stay. With the understanding that this new path to purchase offers up a unique engagement opportunity, retailers are taking over the social scene, and shoppers are reaping the benefits. In this new modern retail environment, the shopping experience has never been quicker, easier or more interactive.

When I walked away from the ANA multicultural conference on Wednesday I felt high. No, I wasn’t smoking anything. I was high on what several presenters called the “Kool-Aid” of the “total market.”  By David R. Morse / New American Dimensions, LLC

There has been a pivot in the last five years to a new lexicon and strategy of integration in the world of Hispanic, and multicultural marketing. The rapid growth of Hispanic, Asian, African-American and other ethnic populations, and the trend towards ethnic “minority majorities” has moved multicultural marketing out of the silos and into the C-suites of many large companies. What was once a niche is now mainstream.  By Jose Villa / SENSIS

In the last decade, multicultural populations have grown to wield enormous power both on Wall Street and on Main Street. Not only are they influencing pop culture, entertainment and cuisine, but they are also driving significant changes in corporate board rooms and evolving the marketing industry. Today, marketing strategies are under great scrutiny in response to the explosive growth of multicultural populations. As many companies seek to reconcile and recalibrate efforts toward multiple market segments, questions arise with regards to the potential of defining and addressing a Total Market Strategy.

Whether they’re selling canned soup or disposable diapers, most consumer packaged goods (CPG) brands want the same thing from their advertising campaigns: to create a deep affinity for their brands so that consumers think of nothing else when it’s time to buy. 

Big Data holds many promises for companies—some of which it is already delivering on, and some of which have yet to be realized.

With modest gains predicted for the 2013 holiday shopping season, retailers are expecting an “up” year. However, the season will be shorter this year, as Black Friday falls later in November than usual, so marketers are scrambling to take advantage of the time they have to convince shoppers to spend.

Media spend attributed to multi-screen advertising campaigns is expected to grow from 20 percent of budgets today to 50 percent in the next three years, according to a new study by ANA (Association of National Advertisers) and Nielsen conducted among client-side marketers, agencies and media sellers. Multi-screen campaigns were defined as those that run during a similar timeframe across two or more screens including TV, computer, tablet, mobile phone and digital place-based media.

Left unchecked, market forces continually conspire to deplete profits. Powerful business strategies can counteract those tendencies, but good strategy is difficult to formulate.

Burdened by an uncertain economic situation and reeling from a breakdown in institutional trust, Generation Edge, or Gen Edge, the post-Millennials, meanwhile, have taken on a gritty persona rooted in a realistic approach to their careers, relationships and personas. One that younger Millennial’s feel they can learn from.