Agency

Strong headwinds are certainly ahead for influencer marketers. For one, it’s looking like this will be the year that the US Federal Trade Commission (FTC) will become more heavily involved. eMarketer has put together this selection of articles, insights and interviews so you can understand what will be critical to influencer marketing in the coming months to be prepared—and to avoid the risks.

For 2018 MAGNA anticipates that a robust economic environment and historically high consumer confidence should generate yet another growth year for the US advertising market. MAGNA is anticipating the overall market to grow by +5.5% to $197 billion. This is an acceleration on last year (+2.7%) and stronger MAGNA’s previous forecast of +5.0%.

Cities are perhaps the best example of how complex adaptive systems can work in the real world.  As the world becomes a more complex and connected place, they may be the answer to our future.

To kick off 2018, Toyota is partnering with Club America, the most celebrated and followed soccer team in North America.  The sponsorship includes participation in Tour Águila, the club’s annual U.S. tour. 

The brand team for Genentech’s Nutropininjectable human growth hormone was mystified. One-third of all prescriptions was for Hispanic children but non-Hispanic children had better, more consistent outcomes.  by Beatriz Mallory

A new data set made public by GlobalWebIndex, in partnership with Publicis Media, sets out to improve advertiser, publisher and agency understanding around the online behaviors, cultural preferences, and linguistic choices of Hispanic Americans, who currently comprise 18% of the US population.

NBCUniversal Telemundo Enterprises announced it has named Krystyna Hall as Vice President of Corporate Communications, effective immediately.

Facebook faces new pressure amidst news that a political consultant was able to access private information of some 50 million users without their knowledge. In the latest episode of eMarketer’s “Behind the Numbers” podcast, social analyst Debra Aho Williamson digs into the potential implications for marketers.

For the most part, the study found that consumers shop for a variety of grocery-related items in-store. For example, roughly 96% of US internet users said they primarily shop for food and beverages at physical locations. And the same goes for products like household cleaning supplies, paper and plastic products, and personal care and hygiene products.

Maritz Motivation Solutions have released a new report – “From Transient to Resolute: How Deep Does Loyalty Go?” — providing insights on the depth of brand loyalty. According to the Maritz-Wise Marketer report, based on data from a study of more than 2000 US consumers, 68% of consumers identify as “transient” loyalists, saying they can be convinced to buy a competitor’s brand. Just 29% of consumers identify as “resolute” loyalists who buy only their favorite brands. Three percent say they are “detached,” not loyal to brands at all.

A lot can change in a year, and podcasts are a perfect example of this. The medium saw a significant growth in engagement from 2016 to 2017. As a result, podcasts are becoming a darling of advertisers, as well as a trusted source for brands looking to reach consumers. But are podcasts driving results?

Tampico Beverages announced the launch of its brand refresh, including an updated logo, a new look and feel across its family of fruit flavored juice drink products, website and social media channels.

If brands aren’t thinking about how creativity, community & culture impact their target audiences, the efficacy and engagement of their marketing campaigns will be compromised. The Culture Marketing Council: The Voice of Hispanic Marketing (CMC) is not only providing world-class multicultural strategy but it also is tackling topics that are ripped from the headlines and how they are impacting the marketing landscape at its 2018 Annual Conference taking place at the Loews Hotel in Los Angeles from June 4-6.

Last week, I debated for the affirmative that ‘the future is female’ at the lively International Women’s Day Great Debate in Sydney, hosted by the Institute of Managers and Leaders. While at first glance it seemed the affirmative side (obviously the future is female!) would be the easier position to argue, I knew it was to be a tough gig on a day where there is inevitably a chorus of male voices asking, ‘when is International Men’s Day?’ or ‘what about the men?’.  By Anne Rayner – Global Director of Communications Research

Mark Ritson’s review of Radiocentre and Ebiquity’s new report on the dichotomy between marketers’ perceptions of media channels and the data on effectiveness of those channels is fascinating but somewhat depressing. Ritson concludes that the evidence will not make any difference to where marketers spend their money.  by Nigel Hollis

By Gonzalo López Martí – Creative director, etc./LMMiami.com

• Is Twitter the new Yahoo?
• Perception is reality in Northern California’s cutthroat ecosystem.
• Nothing is more toxic in Silicon Valley than being regarded as a has-been.
• Unfair as it may sound, Twitter’s stock price is stalled, its user base growth has plateaued and advertisers show less and less interest in sending their marketing dollars the little bird’s way.

There are less than 100 days before the start of the 2018 FIFA World Cup Russia™ and U.S. Hispanic fans are gearing up to be part of the action. Our new national consumer survey, ThinkNow Research: Hispanic Soccer Fan Study, found that 89% of U.S. Hispanics intend to watch the World Cup and they’re looking to engage online and on the go.

If we were on a guided tour of the advertising industry, here are the points of interest that ought to be on every sightseer’s list. 

Last month at the Interactive Advertising Bureau’s Leadership Conference, IAB head Randall Rothenberg gave what may prove to be one of the most significant industry speeches in years, even more important than Proctor & Gamble CMO Marc Pritchard’s keynotes on viewability and cleaning up fraud.  Randy heralded the emergence of the direct-brand economy, explaining why the Dollar Shave Clubs, Caspers and Warby Parkers might take over the world, or at least put up a good fight against Amazon as it continues its relentless march to massive commerce power.

With retail sales increasing 3.5 percent in 2017, compared to a gross domestic product growth rate of 2.3 percent the same year, the retail sector is showing signs of healthy growth thus the so-called ‘retail apocalypse’ is a myth, according to a new study from Deloitte. The study, “The great retail bifurcation: Why the retail “apocalypse” is really a renaissance,” found that the retail sector is healthy and shows strong signs of growth.