Marketing

The Federal Trade Commission filed a federal court complaint against AT&T Mobility, LLC, charging that the company has misled millions of its smartphone customers by charging them for “unlimited” data plans while reducing their data speeds, in some cases by nearly 90 percent.

Marketing leaders at consumer packaged goods (CPG) firms are facing fundamental shifts in the global commercial environment. To meet these challenges, they have an opportunity to accelerate their adoption of digital—and rethink both their marketing models and their routes to consumer engagement.

Marketing technology adoption will continue to grow next year, and thanks to the massive amount of data marketers now have, tools focused on making sense of all the figures are of particular interest.

Remember when e-commerce was exclusively reserved for purchasing electronics? Well, thanks to mobile phones and tablets, consumers have quickly come to rely on the internet for everything from apparel to jewelry to personalized gifts.

Disruptive forces are changing the business landscape in the forms of complexity, content demands, and customer expectations, challenging marketing organizations to undergo significant transformations rather than incremental change. And while marketing leaders have a good idea of where they need to go, they don’t have a clear vision of how to get there, according to a new survey by the ANA (Association of National Advertisers): “Marketing’s Moment: Leading the Disruption.”

Protecting the “general market” bundle. If you make Hispanic marketing central, you need to break up the general market bundle. That forces companies to reevaluate everything they do. It’s much easier to operate on an assumption that Hispanic populations are all “acculturating” and are (or will) be consuming the same media as the general market, so there’s no need to treat them separately.

Today, as the CEO of an advertising agency, I understand the obsession with Millennial consumers but I am baffled by the marketing world’s tendency to look at this entire generation of people as one group with similar traits and tastes. Millennials, also known as Generation Y, were born between the early 1980s and the early 2000s. Most agree that people born between 1992 and 2001 make up the key part of this group. This means that a Millennial may be 18 years old or 33 years old.

The definition of real-time marketing continues to evolve, leaving marketers unsure just how swiftly they should be hooking into major cultural moments. Joe McCaffrey, planning director and head of social for digital agency Huge, spoke with eMarketer’s Danielle Drolet about keeping up with real-time events in an authentic way, and more.

The Coca-Cola Company announced that after more than seven years of distinguished leadership and service as the Company’s Chief Marketing and Commercial Officer, Joe Tripodi will retire from the Company at the end of February 2015.

The Council for Research Excellence (CRE) announced it has published the marketing and advertising industry’s first in-depth primer on Big Data. Titled “Big Data: A Primer for Defining and Implementing Big Data in the Marketing and Advertising Industry,” the report is intended to help orient advertising and media executives to the related opportunities and challenges that will arise as the industry goes from megabytes of data on PCs to petabytes of data in the cloud.

The importance of marketing technology will only get bigger in 2015, based on an August 2014 study by Econsultancy in association with Teradata. The research noted that the demand for technology was growing thanks to marketers’ continuing prioritization of personalization and customer centricity.

Chief marketers are fast becoming expert urban planners fighting enterprise data sprawl in their digital marketing technology portfolios. They are being challenged to bring disciplined development and cross-functional harmonization to what is an ever more crowded, data-producing landscape.

When you’re only 19 years old or younger, it can be easy to get overlooked. Marketers should not make that mistake. Generation Z is already the biggest generational group in the US, making up over a quarter of the population – yes, bigger than Millennials – and estimates put non-Caucasians at 46%. And of course, they are the most technologically savvy generation yet – thus the moniker, ‘digital natives’. Read on to discover how Gen Z is changing the world, and how your brand can be part of the revolution.

What metrics are most common for evaluating content marketing success?

By Pedro de Cordoba | Chief Strategy Officer – EVENTUS

It’s been bugging me for a while now. I just couldn’t let it go. When the brain trust of our Industry decided to unveil their collective definition of what a total market approach really means, I had to go back and re-read the press release on the ANA’s website more times than I care to admit. (AHAA Leads Marketing Coalition in Defining Total Market, September 2, 2014). I strained to understand it. Was it about a new way of doing things, or simply about the money?

The Connected Shopper si based on research conducted in 12 countries across 4 continents, attempts to understand the role that digital plays at every point along what we call the shopper’s Purchase Decision Journey, and to identify both drivers and barriers to purchase that brand marketers and retailers can affect in order to increase sale.

Mobile marketing, as in marketing via smartphones, is one of the hottest topics in the U.S. marketing industry right now. We can all relate, I am sure. We Tweet, visit Facebook, enjoy music, watch videos, check the weather, watch TV shows, watch movies, and oh, yes, we even manage to make some phone calls with these ingenious and ever more sophisticated devices.  By Elisa Cogo / Director of National Sales and Marketing at Cardenas Marketing Network

How does a global company take advantage of digital technology? Johnson & Johnson’s vice president of digital strategy, Gail Horwood, explains.

It’s no secret that Latinos are active online. The challenge for brands is how to connect with such a diverse group that represents three regions of the Americas in a relevant and impactful way. There is no magic formula, but there are guidelines – and pitfalls – that brands must keep in mind. Here we share some do’s and don’ts from Hispanic Heritage Month (HHM) 2014 for connecting with U.S. Hispanics online.

Nearly nine in 10 US marketers are using social media marketing. It is clear they consider it a necessity for doing business.