Marketing

The 4A’s announced that the organization is challenging Nielsen’s decision to combine national in-home and out-of-home television viewership into a single data stream*.  This stream will be used in calculating ratings and inventory pricing at the start of the 2020-21 broadcast television season – and will also affect C3 and C7 ratings.  This decision will negatively impact both agencies and marketers and their ability to distinguish data streams to support pricing, analysis and audience understanding.

The COVID-19 pandemic has transformed many aspects of consumers’ lives and brought numerous sectors of the world economy to a halt. During this chaotic and stressful time, marketers are desperately searching for paths to stability. TV advertising, for instance, continues to be an important way for brands to connect with consumers. Drawing on the company’s Ad Intelligence service, COVID-19 Barometer and Creative Guardrails studies, Kantar has found that the TV advertising landscape is changing for both consumers and brands.

KPMG Automotive Leader Gary Silberg discusses new analysis from KPMG’s automotive team suggesting changes in commuting and shopping—more remote work and online shopping—could reduce total vehicle miles traveled (VMT) by as much as 270 billion miles.

The business world would be a simpler place if doing good always led to doing well. It’s not that they’re necessarily at odds most of the time, it’s just that being the best corporate citizen doesn’t always shore up the bottom line. Sometimes, however, they really are the same thing – the trick is recognizing such opportunities when they appear. Inclusive marketing is one of them.  By Ozzie Godinez –  CEO of PACO Collective

Cultural Insights and Planning are the bridge between complex consumer data and creative in any successful campaign.  This CAPE Award webinar spotlights two successful campaigns that have resonated with their target audiences and delivered for their clients because they were rooted in insights and backed by solid planning.

In 2019, the ANA partnered with The Content Council to conduct a study on “Growth and Opportunities in Content Marketing.” The study revealed that over a two-year period, spending on content marketing showed a 73 percent average budget increase. The report also projected a 42 percent spending hike two years in the future.

With culture in a state of volatility, uncertainty, and change – multicultural insights are more imperative than ever.  An in-depth discussion with Alma and Urias Communications, gold and silver winners of the 2020 CMC Culture Account Planning Excelencia (CAPE) Awards. This webinar took an in-depth look at the art of planning and the cultural insights behind these award-winning campaigns.

A growing share of the marketing budget is managed according to the principles of targeted-performance marketing: personalized messages, direct impact measurement at the level of individual users, near-time optimization, and partial automation. This is especially true for digital marketing activities that drive conversion and purchase.

You’ve done the segmentation studies. You’ve parsed the data. You’ve sliced and diced every bit of learning you could get about your target consumer. (Maybe you even came up with a catchy name for your cohort, like “Determined Doers” or “Moms on a Mission.”) Now you’ve got a perfect picture of one very speci c type of individual.  You understand their attitudes, their beliefs and their path to purchase. And you’re counting on these assumptions to inform every part of your digital marketing, from creative development and media placement to analytics and optimization.  There’s just one problem.

It’s been a busy few weeks at Facebook, what with the ad boycott, hastily arranged meetings with agencies, bullish statements from Mark Zuckerberg (‘who needs advertisers, and in any case they’ll be back soon enough’), and remarks from the company and its supporters that there’s really nothing to see here at Facebook we were in any event cleaning out the Augean stables. No one believed them.  By Brian Jacobs – The COG Blog

Failure is one of the most important sources of success – especially in times of Covid-19 – but only when companies allow their employees to experiment and adapt to changing customer needs. And fast feedback is necessary if companies are going to allow their employees the leeway to fail fast.  by Manfred Maier – Global Platform Solutions Lead Customer Experience at Kantar

You’ve heard it before and you’ll hear it again. Millennials have been a hot topic for years now, but why? In this episode, we look into the minds of Millennials as the first of them turn 40.  Learn what truly makes this generation different from the rest.

During these times of uncertainty, endless changes and news being generated and affecting us by the second, I am happy to read articles and publications where big brands announce new plans and optimization measures aimed at their advertising and digital marketing budgets.  By Ana López – Prisa Brand Solutions Americas Marketing Director and Multicultural Marketing and Digital Communications Consultant.

Influencer marketing is now big business, but it comes with challenges. How can marketing and communication professionals ensure influencers have the right impact on their brand?

In this episode, Myrna de Jesus, Strategist from Zubi, talk her amazing marketing career and the importance for a company to build trust with their audience.

The BrandZ Top 100 Most Valuable Global Brands 2020 just launched and it will probably come as little surprise that Amazon is the world’s most valuable brand, growing 32% over last year. More surprising might be the results of a new analysis reviewed in the report which finds that perceived difference helps explain abnormal returns.  by Nigel Hollis

A great majority of marketers believe that future brand growth will be tied to marketing innovations and technology, but many of them spend little time learning how to utilize either of those tools, according to a new ANA report.

As brands and agencies still struggle to understand the real impact of Influencer campaigns beyond likes and shares, Nielsen’s Influencer Brand Effect is an important third-party measurement tool that helps marketers assess the effectiveness of their Influencer strategy in delivering brand KPIs.

Latinx was originally formed in the early aughts as a word for those of Latin American descent who do not identify as being of the male or female gender or who simply don’t want to be identified by gender. More than likely, there was little consideration for how it was supposed to be pronounced when it was created. Nevertheless, people have attempted to assign some pronunciations to it. The most common way to pronounce Latinx is the same way you would Spanish-derived Latina or Latino but pronouncing the “x” as the name of the English letter X. So you get something like \luh-TEE-neks\.

There’s been a lot of debate over the term Latinx. What exactly does it mean? How is it different from Latino or Hispanic? Is it positive? More inclusive? Elitist? The term itself and its popular usage especially by Millennials has sparked a lot of debate and started conversations about identity, gender and ethnicity. It seems like this term isn’t really going anywhere any time soon, but considering the wide range of opinions on the matter, should we just stop using the word ‘Latinx’ altogether, or are there some merits for this more encompassing term to describe the Hispanic community?  What is Latinx?