Marketing
Where did Integrated Marketing Go Wrong?
3 Steps for Modern Marketers to Increase Effectiveness of Integrated Campaigns. By Roberto Orci
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
More than half of Americans in their 40s are ‘sandwiched’ between an aging parent and their own children
As people are living longer and many young adults are struggling to gain financial independence, about a quarter of U.S. adults (23%) are now part of the so-called “sandwich generation,” according to a Pew Research Center survey conducted in October 2021. These are adults who have a parent age 65 or older and are either raising at least one child younger than 18 or providing financial support to an adult child.
The great American demographic shift
In this edition of Author Talks, McKinsey Global Publishing’s Christopher Friedmann chats with Justin Gest, an author and associate professor of policy and government at George Mason University, about his new book, Majority Minority (Oxford University Press, March 2022). The United States is approaching a precedented milestone, where the current racial majority will comprise less than half of the population, as historically marginalized minority groups grow in size. It’s an opportunity, Gest says, to examine the demographic constructs that divide society and to foster progressive, inclusive nationalism. An edited version of the conversation follows.
FOLLOW THE GROWTH: Engage The U.S. Hispanic Audience To Achieve DEI at Scale [ VIEW WEBINAR HERE FOR FREE]
The 2020 Census made it crystal clear that the time to act is now. Companies who aren’t engaging Hispanics with targeted efforts are at risk of being left behind. At the same time, brands and their agencies are dealing with the complex challenges of finding premium supply, achieving scale, and doing all of that in a culturally-relevant way. Join this C-suite panel as they discuss the challenges and opportunities they face in activating Hispanic audiences for critical business growth.
Maybe U.S. Consumers Won’t Turn Fuelish [REPORT]
There is no doubt that the Federal Reserve will increase the target range for the fed funds rate later this month as higher energy prices are making the central bank’s problems even worse. The February consumer price index was up 0.8%, in line with our forecast and an acceleration from the 0.6% gain in each of the prior two months. Food prices were up 1%, while energy jumped 3.5% in February. Excluding food and energy, the CPI increased 0.5% after rising 0.6% in January.
Consumer Confidence Rising Among U.S. Hispanics
Despite a higher cost of living from rising inflation, the Hispanic population in the United States was more optimistic about its finances heading into the new year than it was at the end of 2021.
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.
26% of global marketers are confident in their audience data [REPORT]
Nielsen released its 2022 Annual Marketing Report, which found marketers are prioritizing digital first, but have struggled over the past two years to keep up with consumers’ changing media habits. Titled “Era of Alignment,” the first global report of its kind, illustrates how marketers need confidence in their data to focus equally on brand building and customer acquisition, doing so through both upper-funnel and lower-funnel planning and execution.
ViX present Brasileirão Championship in the U.S.
TelevisaUnivision’s ViX will bring to the U.S. comprehensive coverage of the top Brazilian soccer tournament, Brasileirão Championshipy. As part of a multi-year deal that will deliver live soccer matches from the Campeonato Brasileirão on ViX, fans will be able to stream all Série A games starting April 9 through November 13.
State of Play report reveals that streaming is the future, but consumers are currently overwhelmed by choice [REPORT]
Nielsen released its inaugural State of Play report, which highlights the increasing boom of video content in both linear and streaming in recent years. Overall, Americans increased their average weekly time streaming video by 18%, with a year-over-year increase from 143.2 billion streamed minutes to 169.4 billion between February 2021 and February 2022.
Multicultural Women in Media: Creating Space to be Seen and Heard [PODCAST]
We will share strategies for how to confidently overcome the challenges of sexism, ageism, racism, the fear of failure, as well as the lack of representation, funding, and support in their fields. These trailblazing female entrepreneurs will not only share their stories, but also how they're using their trending publisher and creator platforms to share the stories of other female entrepreneurs who are working hard, loving hard, and creating a sisterhood to help break down barriers in their industries.
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
Hispanic American Wealth Surges in Record Time
Hispanics are capturing a piece of the American dream as a record number of Latinos move into the middle class. It is estimated that by 2030, the number of Hispanics in the United States will increase from 18% to 30%. As the population has grown, the poverty rate among Latinos has dropped to the lowest levels in recorded history, according to Census data. Median income, however, continues to rise. Hispanics are becoming an immigrant success story similar to those of Irish, Italian, and Asian descent who’ve chosen to settle and thrive in the U.S. Income Growth
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.
