Marketing

Brands are increasingly turning to the power of purpose to connect with customers and grow sales. But in spite of the growing interest in purpose our analysis suggests that many brands are failing to leverage their true potential and the key lies in how brands communicate with their customers.  by Graham Page – Managing Director, Offer & Innovation at Kantar

In this conversation, we will explore how brands can play a role in addressing social justice issues in the Black American community by helping improve the lives of Black American consumers while driving brand engagement, loyalty, and sales.

When Doug Zarkin assumed the role of VP and CMO at Pearle Vision, an eye care provider with more than 500 locations across North America, he set out to revamp the brand by tapping into the company’s roots as a high-touch, neighborhood business. “We recognized that the path forward needed to start with restoring the power of what our brand stood for,” Zarkin says. “Our purpose is to become the premier neighborhood destination that people trust with their eye care and eyewear needs.”

In this report, we share stories of the things we are doing, beyond our client work, to make a difference in society and describe the ways we are working to strengthen our own responsible practices.

Mood, needs state and situation are key indicators of ad receptivity (willingness to see an ad before exposure to it) and ad attention (the active behavior of noticing an ad) for both digital video and digital audio consumers, according to “Ad Receptivity, Deconstructed,” a new media trial study by MAGNA and IPG Media Lab in conjunction with Pandora Media, LLC, a subsidiary of SiriusXM.

After presenting at the Effies Summit in Colombia the other week, I sat in on a presentation by Santiago Pachano, Commercial Director at Google Argentina. He laid out a compelling case for why marketers should invest more in performance marketing. In my opinion there was just one small problem with his argument: it was a recipe for killing a brand’s future revenues.  by Nigel Hollis

The average city dweller today sees up to 5,000 ads per day. With people constantly inundated by ads, only a few messages can be expected to reach a consumer and sustain attention long enough to have an impact. Do consumers remember five — or even two — ads that crossed their field of vision during their morning commute? To set themselves apart, advertisers continuously look for ways to break through while publishers work to fill up blank spaces with sellable inventory. But people are increasingly escaping from the unwanted chatter and stimuli in their surroundings.

Even with all the tools and analytics most marketers now have at their fingertips, measuring brand affinity will always be an imperfect science because marketers really only get a complete understanding of a consumer’s mind at the point of sale.

​Disruption is driving economic growth and opportunity—and unsettling younger workers. Deloitte’s 2019 survey shows millennials and Gen Zs are increasingly pessimistic and mistrustful of both their careers and the world around them.

Accenture launched Marketing Disrupted, a seven-episode podcast series focusing on key themes and challenges that chief marketing officers (CMOs) face in this age of digital disruption.
Through interviews with forward-thinking CMOs and other leaders, the series highlights the explosive pace of technology and its impact on the challenges of today’s CMO.

By Gonzalo López Martí – Creative director, etc – MMiami.com

“It’s Colombia, not Columbia.”

I’ve noticed that some politicians who have thrown their hat in the presidential primary race as of late suffer from one of the oldest problems in the marketing playbook: a lack of brand name recognition.

A couple of weeks ago I came across an article titled “The Death Of Brand Loyalty”. The author argues that because of a generational shift the concept of loyalty has lost relevance and nowadays it’s all about constant change. But is that really true?  by Dr Susanne O’Gorman – Insights Division / Kantar – Global Head of Customer Experience

Assume the people you consider to be the most loyal customers on the planet are, in fact, disloyal. Because 92% of the time, you’ll be right. New Nielsen findings demonstrate that just 8% of consumers consider themselves to be firmly committed loyalists.

The past decade has seen rapid transformation in the role and purview of the chief marketing officer. Several dynamics have triggered this shift, including mounting-yet-fluid expectations from the CEO and the digitization of everything, which demands brands now provide a seemingly 24/7 omnipresence. In short: a tough job has gotten tougher.

Chief Marketing Officers are suffering from an intense case of FOMO – the Fear of Missed Opportunities – as customers seek more localized, personalized experiences that are relevant to their own cultural context and situation. There is ample reason to understand the anxiety: Only 10 percent of brand leaders are feeling exceedingly confident they will be able to reach their customer engagement and revenue goals.

With little sign of a slowdown in growth, Amazon has become the world’s most valuable brand, according to the 2019 BrandZTM Top 100 Most Valuable Global Brands ranking released by WPP and Kantar at the New York Stock Exchange.

Direct-to-consumer (D2C) companies continue to disrupt traditional retail, and taking note of their marketing investment strategies might benefit traditional retailers that see these digitally-native newborns as competition.

The disruption that has upended the retail, tech and media industries has reached consumer products relatively late, but it is hitting the industry with full force (see Figure 1). Among the most dramatic examples of what’s at stake: The entries of Harry’s and Dollar Shave Club led to a market share drop from 70% in 2010 to 54% in 2016 at Gillette, which also saw an average 12% price decrease in 2017.

Customer experience and customer journeys are a subject that has been popping up recently at conferences and in articles and blogs. Indeed, most marketers are prioritizing the concept of creating personalized and friction-free customer experiences. However, I wonder how often we ask which customers and whose journeys we are trying to understand and enhance.  By Terry Soto

In this episode of the McKinsey Podcast, Simon London speaks with McKinsey senior expert Biljana Cvetanovski and partner Jason Heller about the next chapter of marketing, which is focused on digital—across many touchpoints—and the role of the chief marketing officer (CMO) as the architect of a company’s growth engine.