Ka-ching! Ka-ching! Ka-ching!
The aisles of our local Giant grocery store are alive with the synthesized sounds of cash registers noting savings. This is an unintended consequence of the chain’s generally impressive and advanced use of in-store mobile service and marketing.
The need to appeal to this growing shopper base is clear, but understanding the influences of Hispanic shoppers and cuisine is far more complex. However, retailers who learn these shoppers’ preferences—particularly in the fresh foods space—will benefit as the group’s spending power continues to climb.
A lot can happen in the marketing world in six years. MediaCom USA CEO Sasha Savic posed three questions to client Dell’s Jennifer Statham, executive director of global marketing technology and agency strategy, about how the role of marketing will evolve by 2020.
Chris Brandt, CMO at Taco Bell, is calling the quick-service restaurant’s (QSR’s) new breakfast items “innovation with a twist on the familiar.” That’s his plan in marketing too, by using Instagram and soon rolling out a mobile ordering app.
Teens’ brand preferences are as fragmented as their media habits. With cool new brands popping up overnight thanks to crowd funding and venture capital and the rebirth of the small business, there’s always something new to discover.
Though you may already use primary and secondary media research to guide your marketing strategy, you may be missing out on key information if you’re not measuring marketing effectiveness too.
The IAB and the MRC are both leading the charge for viewability in display advertising, but the only way this initiative will take hold and work is if media-buying agencies get on board.
A consortium of six companies announced today a cross-industry study to drive thought leadership in marketing to Hispanics. The consortium members include IRI, Latinum Network, Univision, Telemundo Media, UM, and Rentrak. The consortium will enable marketers to maximize the multi-platform impact of advertising to Hispanics by developing best practices around strategy and performance measurement. The consortium’s mandate is to help marketers, advertisers and retailers develop effective marketing strategies to best serve Hispanic consumers.
Every time I look around, we’re growing. Latinos, that is, along with entities to which Latinos belong. Two recent examples struck me as indicative. By Carlos E. Cortés / Univision Consumer Insights
GO Veggie!, formerly Galaxy Nutritional Foods, has named Whitney Velasco-Aznar to its newly created role of Vice President of Marketing.
Millennials are known as a digitally savvy group, but does that mean that they view traditional ads as less effective? According to polling by Adroit Digital, many millennials don’t. When the January 2014 study asked US millennial smartphone users about the effectiveness of digital vs. traditional advertising, 36% said that digital ads were more effective; however, the percentage of those who said they were equally effective was close behind, cited by 28% of 18- to 33-year-olds.
The National Grocers Association (NGA) and the Center for Multicultural Science (CMS) recently conducted the first study to estimate how much the Hispanic shopper spends in the independent retail grocery channel. The study found that Hispanics spend an estimated $22.8 billion in retail grocery stores (or 17% of the total estimated annual sales of the independent retail grocery channel).
The global Best Retail Brands report ranks the top 50 North American retail brands, the top 50 European retail brands, the top 30 Asia-Pacific retail brands and the top 20 Latin American retail brands—all by brand value. The report is produced in collaboration with Interbrand Design Forum, the retail experience group within Interbrand.
Even as consumer packaged goods (CPG) brand managers talk about the need to rein in marketing budgets, they are increasing spending on the digital video channel. Media buyers and agencies, too, are pointing to increased efforts by CPG brands to put more digital video online, according to a new eMarketer report, “CPG and Digital Video: Beyond Repurposing the Television Campaign.”
A few years back, I and some colleagues were contracted by the Coca Cola Retailing Research Council of North America to help the council tackle what had become a critical issue among U.S. food retailers: How to successfully market and merchandise to ethnic consumers. The result was the actionable “Grow With America Best Practices in Ethnic Marketing and Merchandising” industry report. By Terry J. Soto, Author and President & CEO, About Marketing Solutions, Inc.
America is in the midst of two major changes to its population: We are becoming majority non-white at the same time a record share is going gray. In 1960, the population of the United States was 85% white; by 2060, it will be only 43% white. Our intricate new racial tapestry is being woven by the more than 40 million immigrants who have arrived since 1965, about half of them Hispanics and nearly three-in-ten Asians. Explore these shifts and examine America’s four generations through animated charts, graphics and videos in a new interactive essay by Paul Taylor that synthesizes findings from the new book, The Next America.
As more and more marketers seek to gain control over the technology at their disposal, there is a clear shift away from the black box solutions and one towards transparency in all areas. Viewability rules are quickly starting to govern over display advertising, DSP’s are being forced to provide transparency in their campaigns and DMP’s enable direct access to data providers and attributes available for targeting. All of these changes signal a clear new direction where marketers are taking control of the tools and systems available to them in order to improve efficiency and performance and do so at scale.
Marketers concentrate so much on consumer behavior, but what part does the behavior of brand marketers play when they attempt to connect with existing and potential customers?
Underscoring the rapid transformation of the marketing profession, 64% of marketers expect their role to change in the next year and 81% believe their role will change in the next three years. But the path to reinvention remains a challenge. Respondents cited lack of training in new marketing skills (30%) and organizational inability to adapt (30%) among the top obstacles to becoming the marketers they aspire to be.
Marketing mix modeling has never been more valuable to chief marketing officers—and the need for effective models never greater—than today. Constant budget pressures and an exploding array of consumer touch points from the digital world have dramatically increased the difficulty and the competitive value of fine-tuning one’s marketing spend.
