Marketing

Forgive me but today I’m going to start by reverting to examples from my past life in agencies. Remember paying a premium to be on a right-hand page within a magazine? Or to be first in the first break in the heavily promoted new TV drama? Or to be the last ad shown before the movie starts in the cinema?  By Brian Jacobs / The COG

If you ask a CMO, “Who is your target consumer?” there’s a high probability the answer will be “Millennials or Gen-Zers.”  By Isaac Mizrahi – Co-President of ALMA Agency

In this edition of the Nielsen Total Audience Report: Advertising Across Today’s Media, we cast a new eye on advertising. We asked consumers: Where are you spending your time and how are you spending your money?

Many U.S. consumers began expressing an eagerness to start spending again late last year, and now it seems as though brands and advertisers are starting to catch up.

Not Content with the Status Quo

American distrust of the government has been rising since 1958

The ANA’s award-winning Center for Brand Purpose today introduced the second in a series of CMO-inspired playbooks designed to help marketers make brand purpose a priority and create purpose-led initiatives that stand the test of time.

86% of Chief Marketers Report Missed Revenue and Customer Acquisition Goals Due to Unfilled Functional Leadership Positions and Lack of Expertise

The 26th edition of The CMO Survey explores how marketing activities, spending, jobs, and performance have been affected by the COVID-19 pandemic, as well as increased political and social upheaval over the course of the past year.

Many companies have embraced the concept of customer experience (CX), but relatively few organizations have achieved mature, self-sustaining CX programs that enable enterprise-wide customer-centric culture and significantly improve customer satisfaction, loyalty, and advocacy. As with any business discipline, there is plenty of devil in the details to get CX right, but I am often surprised by the big ways companies undermine their CX outcomes from the start.

Today’s marketing landscape is seeing a racial awakening from companies, but consumers are demanding equality and proper representation coupled with culturally literate, responsible practices from marketers. With Hispanics fueling U.S. culture shifts and population growth, the Culture Marketing Council: The Voice of Hispanic Marketing is sharpening its focus, re-invigorating its advocacy for Hispanic marketing, and rebranding as the Hispanic Marketing Council (HMC). At a time when intentional approaches via segment marketing have never been more critical, the HMC continues to be the only organization devoted to promoting the critical role of Hispanic marketing, media and specialist firms in today’s marketplace.

As new headwinds and market conditions present themselves, marketers across the retail landscape often can be found reshaping growth strategies. Last year — the year that shall not be named — was a case study in on-the-fly strategizing thanks to how the pandemic upended elaborate plans and mainstay messaging. While becoming the largest news story in decades, it also forced most marketers to reassess priorities and reconsider how their brands and products fit into such strange and new consumer lifestyles.

As working both from home and the office becomes the norm post-pandemic, companies try and make the best of both worlds

Agencies inside Walgreens and The Hershey Co. are expanding their roles by leveraging first-party data

Welcome to 2021 and the latest BUSINESS edition of Hispanicize Hangout featuring three all-star guests returning for one very special episode.  Elizabeth Campbell, Senior Director Of Cultural Engagement at McDonald’s Corporation,  Esperanza Teasdale, VP and General Manager of PepsiCo Beverages North America and the always insightful Luis Miguel Messianu, Creative Chairman and CEO of ALMA. 

Linguistic anthropology dives into how people use language to create culture, enact different identities, tell stories, and create relationships. But language is continuously changing.

Why gaining a stronger grip on brand identity may actually involve letting go

Attempts to find central “influencers,” “opinion leaders,” “hubs,” “optimal seeds,” or other important people who can hasten or slow diffusion or social contagion has long been a major research question in network science.

Even as the world begins to re-open more permanently, it’s clear that the pandemic will have a lasting impact on consumer behavior and brand-to-consumer engagement.  By Heather Jordan, SVP, Product Management, Ad Intel, Nielsen

There’s no doubt 2020 was a remarkable year – in the literal sense rather than the positive. Individuals, businesses, brands, governments and society have been tested like never before, and it is clear that the upheaval we saw early in the year is set to continue well into 2021.