Marketing
2/3 of CPG Marketers cite return on Ad Spend as the most important performance indicator [REPORT]
According to the results of a new survey on the future of outcome-based metrics and tools for marketing effectiveness, two-thirds (67%) of consumer packaged goods (CPG) marketers say that return on ad spend (ROAS) is the most significant advertising key performance indicator for their business today – followed by 16% indicating target audience reach was most critical, purchase intent (10%) and clicks and online engagement (7%). Brand Innovators conducted this survey in collaboration with NCSolutions (NCS).
Why CMO tenure is at its lowest point in the past decade [REPORT]
CMO tenure is the lowest it has been in over 10 years, and while new data suggests that 86% of CEOs believe CMOs have the power to influence key decisions of the C-suite, less than a third actually trust their CMOs to grow the business.
Modern marketing dilemmas: What role does brand play in the consumer decision journey?
Mental vs. physical availability: winning brands are easy to mind and easy to find. Find out how to make sure your brand will be chosen.
Why “er” is the most important suffix in marketing
For a while now I have been using the phrase, "Easy to mind, easy to find, and easy to pay," to describe a simple recipe for brand growth. But brands grow when marketers make it easier for people to choose them. So, for it to grow, a brand needs to be easier to mind, easier to find, and easier to pay. By Nigel Hollis
DoorDash launches Antojo campaign
DoorDash launched its first-ever custom created Spanish & English multi-platform marketing campaign titled ‘Antojo’ aimed at authentically connecting with the Latino community.
Marketing Report: Era of Alignment [REPORT]
Despite the difficulty of the past two years, brands continue to re-balance their marketing efforts after widespread pullbacks in 2020, especially with respect to traditional mass reach channels like TV and radio. As they rebalance, agility remains critical. Consumer behavior isn’t just in flux—it has changed.
Horizon Media launches eMbrace
Addressing the need to leverage a data-driven approach to align cultural imperatives with a brand’s marketing and business priorities, Horizon Media developed the idea and overarching purpose of eMbrace and enlisted Nielsen (NYSE: NLSN) to develop the software and data solution.
Build an Agile Marketing Strategy [REPORT]
Fast-changing events can upend marketing strategic plans, requiring rapid shifts and marketers are expected to react with speed and agility.
Five ways brand marketing creates financial value
So much is written about why brands are valuable. And about how brand marketing influences future buyers. I should know, I have written a lot about those topics. But I am not sure that I ever really mapped out the different ways brand marketing creates financial value. Here is my first attempt, I would love to know what you think. By Nigel Hollis
What Your Agency Needs To Know About Opportunities In The Metaverse
Most people still have only a vague idea of what the metaverse is — and this shallow understanding only seems to feed the sense of urgency and fear of missing out on opportunities in the metaverse. by Mark Duval - The Duval Partnership
The Changing Face of Media Consumption [REPORT]
In the modern digital world, on average US adults spend 8 hours a day with digital media - more than they do sleeping. Increasingly, marketers need to understand a new, omnichannel consumer and reach people in the many places they engage — including booming channels like streaming TV, ecommerce and more.
Why Are Some Marketers Still Lost In Translation?
One of the aspects of my career I like the most is the opportunity to mentor young professionals, and a few days ago, I received a request from someone asking for my advice. She has been asked to help her employer, an ad agency, translate a creative idea created for the "general market" (which means Anglo Caucasian consumers) from English into Spanish to target Hispanics with it. By Isaac Mizrahi - Co-President of ALMA
Management-Model Innovation: How Marketing Can Save the World
Marketing can save the world. I believe this is true. But how? By pushing organizations, from the inside, to innovate with management models that aim to build social equity and improve the environment, while still measuring and achieving profitability. By Pablo Turletti
What is an effective frequency for advertising?
Let's be clear up front, the answer to the question posed in the title is it depends. The frequently used rules of thumb will be frequently wrong because the specifics of advertising objective, media channel, and product category make them so. But there are guidelines to be observed and there are myths to be ignored. By Nigel Hollis
U.S. AD MARKET OUTLOOK down by 1% based on economic impact of Russian Invasion of Ukraine
MAGNA reduces its 2022 advertising spending growth expectation due to economic and geopolitical uncertainty, but media owners’ ad revenues should still grow by +11% this year to pass the $300 billion milestone.
Inflation? Brands need empathy and consumer understanding
Inflation worries consumers because their income won’t buy as much. It worries businesses because it squeezes their margins. The first thing to recognize is that brands cannot promote their way out of trouble. Starting a price war erodes margins faster, re-educates consumers about where the price point should be in a category, and immediately destroys value.
Retail Spending Continues as Spending on Activities Rises
U.S. consumers have started to spend on in-person experiences again, but the pull-back on general merchandise retail spending that is expected to coincide with it has not played out. At least, not yet. Experiential spending reached 91% of 2019 levels, as of the end of 2021, but general merchandise retail spending remained elevated 19% above pre-pandemic levels, according to The NPD Group. Some diminished demand has been evident, with retail unit sales declining in nine of the first ten weeks of 2022, when compared to last year. However, revenue rose in excess of 5% in four of the same ten weeks.
What is the Value of Time in Advertising? (Part I: How Value is Created) [PODCAST]
Fairly measuring the quality of an ad impression is challenging, and it differs across platforms. In this first part of a two-part discussion, about ad time duration, a panel of researchers explored whether or not ad time duration provides a signal to advertisers of the value of an ad impression.
The Immigrant Archive Project collects the stories of coming to call the U.S. home [PODCAST]
The Immigrant Archive Project, a collection of oral histories from the nation's immigrants, will be housed at the Library of Congress. NPR's Debbie Elliott speaks to archive founder Tony Hernandez.
REGISTRATION IS OPEN FOR THE 2022 HMC Annual SUMMIT
The Hispanic Marketing Council (HMC) has opened registration to its 2022 Annual Summit, taking place virtually beginning April 12 through the end of June. With a theme of WE ARE NOW, marketers will have unprecedented access to Hispanic thought leadership at no cost.
