Marketing

As New Year resolvers restock pantries, “natural,” “made with,” and “whole grains” have made the Leanwashing Index’s 2013 list of food marketing words that should be banished to the land of advertising malarkey. The list is inspired by the appearance of “superfood” on Lake Superior State University’s 38th annual List of Words to be Banished.

The increasingly complex mix of media in consumers’ lives has made it more difficult for marketers to track and measure the effectiveness of advertising campaigns. But new tools and tactics are helping marketers track and understand interactions and campaign effectiveness across multiple platforms, according to a new eMarketer report, “The State of Cross-Platform Ad Measurement: Industry Trends and Current Practices.”

The importance of establishing a much-needed framework for defining and rethinking ad engagement vernacular and metrics is the focus of a whitepaper released today by the Interactive Advertising Bureau (IAB) in collaboration with Radar Research. The report, titled “Digital Ad Engagement: An Industry Overview and Reconceptualization,” addresses a longstanding challenge faced by advertisers, publishers, agencies, marketers and a variety of other interactive industry participants for whom ad “engagement” is an essential device in digital advertising – yet one which lacks a precise and universal definition.

Telemundo Media, Ford Motor Company and Zubi Advertising have teamed up in an new campaign that will showcase the car brand’s innovations in technology and investment in world-class, practical features for the Hispanic consumer.

As 2012 comes to a close, it’s gratifying to see the dynamic and momentum among US companies when it comes to leveraging multicultural markets for growth. By Terry Soto, Author of Marketing to Hispanics A Strategic Approach to Assessing and Planning Your Initiative

The traditional demand funnel – that describes a linear and generally predictable customer path to buying – has lost its relevance. It’s too slow, too static and too generic to be used as the foundation for marketing, sales and service strategies.

AMG Strategic Advisors announced its partnership with Univision Communications Inc to create new research on Hispanic shopper trends and how they will continue to impact manufacturers and retailers into the next decade.

A new report released from Radar Research and BlueKai revealed brands are quickly making the data management platform (DMP) a technology anchor for their marketing efforts. According to the study, 40 percent of the brands surveyed are currently using a DMP – with an additional 30 percent expecting to implement the platform next year – as a way to get a better handle on their own data, leverage it to prospect new customers and ultimately break down silos that prevent brands from engaging their customers across all digital channels.

Despite a varied and mixed outlook for the global economy, chief marketers report positive outlooks for their roles and functional areas. Nearly 70 percent received a salary or bonus in 2011, and 73 percent expect the same at the end of this year depending on the performance of their businesses, reports the Chief Marketing Officer (CMO) Council.

One way marketers can contend with nonlinear media consumption and a reformulated path to purchase is through content creation. Consumers not only respond to content, but also seek it out. In effect, content is the grease that turns the wheels of media.

As Hispanic culture permeates mainstream America, a new research study by Conill reveals where the effect is most concentrated and which groups are most receptive to its influence.

Although a smaller population than Boomers and Millenials, Gen X’s tendency toward affluence, technological savvy and brand loyalty make them unique characters in the marketplace. Generation X’s buying potential makes this demographic of consumers aged 35 to 54 a must-know for marketers.

To help forward-thinking marketers stay ahead of this growing demographic and cultural trend, Experian Marketing Services offers this report, which identifies key trends among Hispanic-American consumers. Courtesy of AHAA

Decades of channel expansion have made fragmentation an indelible feature of the marketing landscape. One of the curious qualities of fragmentation is that it yields audiences that appear large in aggregate form, but are actually smaller in real terms. This quality tends to hold true regardless of channel.

Content marketing continues to inch up in importance for business-to-business firms, according to research from content curation platform Curata.

Added Value recently undertook to understand the role of the CMO in today’s businesses and the challenges these executives face. In part 1 of this 2 part series senior brand consultant, Alison Tucker, took a top line look at the changing role – and priorities – of the modern CMO. In part 2, Alison reviews how CMO’s themselves need to change in a rapidly changing marketing environment.