Agency

I was reading with huge interest Gonzalo López Martí’s last couple articles on the pros & cons of the different kinds of advertising providers a marketer can choose from and I think he missed one elephant in the room: consulting firms. You know: Accenture, Deloitte, PwC et al.  Allow me to share with you what I recently wrote about that the phenomenon. Here it goes.  By Santiago Olivera – President of Young & Rubicam Buenos Aires

You’ve seen the growth numbers. You’ve seen the purchasing power. You’ve seen the large multicultural successes in 2017 such as Coco. And you’ve been hearing it for years now. You know you have to start tapping into the multicultural market for the future of your brand or business. So what’s stopping you?

I recently proposed to a group of CMOs that short versus long-term was a meaningless distinction and that successful marketing is requires building and triggering memories across the buying cycle so that people are predisposed to buy your brand and pay the price asked. Here’s why.  by Nigel Hollis

The simultaneous use of second-screen devices—smartphones, tablets and desktops/laptops—while watching TV has increased year to year and will continue through at least 2019.  However, 2018 will be the first year in eMarketer’s forecast in which the use of desktops/laptops in this context declines.

We’re moving from a time of scarcity to an era of abundance, experiencing megatrends that are changing commerce, transportation, and healthcare: connected consumers, on-demand services, internet-enabled connection and commerce.  So why do people wring their hands and get so worked up about the future of media? As it turns out, scarcity was perhaps the one thing that made media relevant, reliable, and even resilient.

Marketing is not fully represented by the career-stressed Chief Marketing Officer.  Marketing is not the digital/social specialist or the advertising manager.  Marketing is not the head of promotions or the brand manager.  Marketing is the network of corporate executives, loosely connected by money, expertise and objectives to achieve improvements in shareholder value, presumably from higher product growth rates.  Marketing is the CMO, the heads of Business Profit Centers, the head of Indirect Procurement, the CFO, the CEO and their media, creative and other ad agencies.  By Michael Farmer

Blasted with a constant firehose of information every single day, consumers are trying to filter the noise more efficiently than ever. If you know anything about System 1 thinking, you know just how automatic it is for the brain to tune out what’s irrelevant.

Some 70% of US agency and brand marketers said they “agree” or “strongly agree” that influencer marketing budgets will increase in 2018.

In many countries, consumer sentiment has improved since 2015. Consumers have become more bullish about their ability to spend.

In the latest episode of “Behind the Numbers,” eMarketer’s demographics analyst, Mark Dolliver, and resident millennial Connor Anovick chat about millennials—and how digital behavior varies among younger and older ones.

States have enormous responsibilities. They must not only meet their citizens’ needs on a wide range of issues—from education to healthcare to housing and job security—but also manage enormous budgets, often larger than most countries. How they do it, and do it well, is an important question. And for those that are succeeding, how are they succeeding? Measuring performance and developing a fact base for decision making is critically important for states to understand what they’re doing well, where they need to improve, and what their residents value most.

The Center for Hispanic Marketing Communication at Florida State University named Rafael Jaramillo from Emerson, Beth F. Tracy from IBM, and Isaac Muñoz from Southwest Airlines to the organization’s Advisory Board.

Echoing concerns that grew with the Internet itself a decade earlier, the rise of social media has stoked fears of “social displacement” — the alienation of people from friends and family in favor of Facebook and Twitter.  A new study co-authored by a University of Kansas researcher goes a fair distance toward debunking that notion.

How many of you are purely digital marketers?  How many of you have ever tried direct mail?  

The technology I use seems to be overly eager to help me. I realized this when Facebook yet again created a photo album for me without my asking. Nice but you know what? I am not going to post a random selection of photos. I want to curate them first. And I bet that I am not the only one.  by Nigel Hollis

The Interactive Advertising Bureau (IAB) released research that shows how consumers are creating their own “personal prime times”—points of highly concentrated engagement throughout the day, which offer valuable advertising opportunities across a range of content verticals and digital screens.

Rapid advances in artificial intelligence (AI) and other technologies are accelerating the creation of intelligent enterprises and enabling companies to integrate themselves into people’s lives, according to Accenture Technology Vision 2018, the annual technology report from Accenture (NYSE: ACN) that predicts key technology trends likely to disrupt business over the next three years. However, capitalizing on growth opportunities while also having a positive impact on society requires a new era of leadership that prioritizes trust and greater responsibility.

Over 120 million strong in the U.S., multicultural Americans make up a large, young and growing segment. In fact, 24% of households in the U.S. are considered multicultural, and the growth shows no signs of slowing down. By 2020, Nielsen expects the Hispanic population in the U.S. to grow by 6.8 million, complemented by an additional 2.3 million Asian-Americans and 1.8 million African-Americans.

For a decade, emerging markets have ignited the global economy, contributing more than 80% to its economic expansion. Today, these markets consistently perform a remarkable three to four times better than their developed market counterparts in the fast-moving consumer goods (FMCG) industry.

In the latest episode of eMarketer’s “Behind the Numbers” podcast, analysts Debra Aho Williamson and Nicole Perrin dig into influencer marketing: How influential is it, really? And are marketers taking the opportunities (and the risks) seriously?