Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
Search results for "marketing"
- New nightmares include budget cuts, and managing consumer loyalty, attention and expectations.
- The report seems to indicate that marketers are talking the talk on the issue, but not walking the walk. For example, 94% say marketers must act more "bravely" and experiment to improve. But fewer than half (43%) have sustainability as a KPI in their marketing dashboards.
- Some 60% of marketing and sales professionals participating in a CMO Council survey do not co-own data and customer strategies.
- The "Stay Focused" brand platform is based on consumer research the company conducted into what consumers want from energy drinks, according to Nutrabolt CMO.
- "The data clearly debunks the perception of globalization going into reverse gear. Globalization is not just a buzzword, it's a powerful force that has transformed our world for the better," says DHL CEO John Pearson, adding: "we can build a brighter future that benefits us all, creating a world that is more interconnected, more prosperous and more peaceful than ever before."
- Who says Brand and lower funnel marketers can't play nice? In the world of Affiliates and Partnerships, not only can teams play nice, but there's also an opportunity to create win-win strategies and tactics for everyone! As a lower funnel marketer at Big Island Coffee Roasters, where Partnerships have become her second word of the day (after 'coffee.....'), Head of DTC Kristina Smith shows how these channels have given her the ability to help out her Brand colleagues, and vice versa, with some out of the box thinking to create new opportunities and results outside of traditional Brand and PR activity.
- The study from Europe's DMEXCO finds just one in ten marketing executives have any concrete plans for applying AI.
- Independent agency SCS calls "phygital phantoms" a new mobile consumer archetype. As for Aliens, well, you'll have to keep reading (but not viewing) to learn about that.
- Three of the top spots for online engagement for this year's Super Bowl went to pure entertainment marketers. The ad for Warner Bros.' upcoming film "The Flash" led with a 2,373 engagement index, according to EDO Ad EnGage -- which means it was 24x more effective than the median Super Bowl LVII ad.
- Like many brands today, H&R Block wanted to boost their perception with a younger audience. In 2021, there were changes to the NCAA's Name, Image and Likeness (NIL) rules. Being able to earn income off of their NIL meant a big payday for college athletes, and with that, tax consequences. This gave the tax preparation company a real opportunity to connect with consumers through a cultural moment. Pierson Curtis, H&R's Director of Growth Marketing & Engagement, will share how a culturally relevant, purpose-driven campaign helped them drive performance across paid, earned, and owned channels.
- It takes more than fancy tools to enable and successfully execute a cross-channel marketing strategy. You must align internal teams, ensure your data is connected, and have the right technology partners in place. Eddie Bauer's Director of Digital Merchandising and Email, Angela Gow, shares what Eddie Bauer has learned as it internally aligned email, SMS, and site teams. Angela discusses how working from a single source of truth data sources drove coherent multitouch messaging and how choosing the right tech partners helped execute a fleet and responsive cross-channel marketing strategy.
- In order to re-engage inactive members of the Bonvoy loyalty program, Marriott's marketing team reached beyond its own first-party data. By layering in third-party data, the team identified key sub-segments and themes for crafting more personalized appeals. Marriott International, Director of Loyalty Program Marketing, Leigh Strickland, shares their learnings from marrying the right data with targeted offers and messaging to re-activate the deactivated.
- Delivering a relevant, timely and personalized experience to customers, but how do you do it no matter how many people are on your team? OpenTable's Senior Director of Engagement Marketing, Nikki Snowhite, shares her strategy, tips and tricks on how to make the most of your team, amplify and automate your assets and create internal processes that optimize customer experience. You can watch the entire interview here:
- Personalization can be an email marketers' best friend or worst nightmare. Using data provided directly by a customer can create challenges you may not anticipate. Ally Financial Inc.'s Marketing Director: Email Marketing, Domain Management, and Brand Protection, Donna Lyon, discusses why it's essential to understand your data, where the data came from, and review/test the data within each new campaign to reduce the risk of a poor customer experience.
- Finessing the tension between premium product and value takes imaginative development and optimizing both menus and messaging. In introducing its double burger, A&W focused on weary consumers' craving for indulgence over a simple deal. A&W Restaurants' Senior Director of Marketing, Liz Bazner, shares the company's learnings from balancing premium with value marketing across multiple channels and at local levels.
- With a name like JaM Cellars, you know they've got to love wine and music. Over the life of John Anthony Family Wines brand, from 1,000 to almost 1MM cases, music has become core to the JaM Cellars marketing ecosystem; including festivals, venues, digital shows, podcasting, and charitable giving. John Anthony Family of Wines' CMO, Sarah Montague, will share how the JaM Cellars marketing ecosystem leverages music to connect emotionally with consumers, keep them engaged and entertained, and drive value for the brand.
- Media and marketing analytics firm Kantar has formed what it is calling its Global Connected Data Solutions Team within its Profiles division. The team is led by Jason Dodge as managing director, and will be dedicated to helping advertisers maximize first-party data usage for audience segmentation and media activation. Dodge joined Kantar in 2018 as a data solutions expert for the Americas. Earlier he served at Wunderman Data and Epsilon. Kantar is owned by WPP and Bain.
- Does Linear Still Have An Influence In Today's Digital First Landscape? TBC's Media Supervisor, Jared Silverman, shares how marketers are still able to prove Linear TV value with the right balance between budget and messaging across channels.
- Media companies are told that their future audience is, well, everywhere. Content needs to flow into everything from 2D forever scrolls to Metaverses, CTV episodes to TikTok/YT/IG "shorts," game worlds to gas station pumps. IGN Entertainment's VP, Publisher, John Davison, explains how one of the largest, and oldest, digital entertainment sources is rebuilding both their programming and monetization strategy around fluid audience media behaviors. How can publishers future-proof a foundation that adapts to the next TikTok, the next rideshare media network, the next ultraverse?
- Marketers also face uncertainties as consumer privacy becomes a bigger issue, leading to an eventual disappearance of tracking cookies.
- Who says Brand and lower funnel marketers can't play nice? In the world of Affiliates and Partnerships, not only is there a chance of playing nice, but there's also an option to create win-win strategies and tactics for everyone! As a lower funnel marketer, Big Island Coffee Roasters' Head of DTC, Kristina Smith, shows how these channels have given her the ability to help out her Brand colleagues and vice versa with some out of the box thinking to create new opportunities and results outside of traditional Brand and PR activity.
- In a fragmented, multichannel programmatic ad landscape, audio has emerged as one of the more impactful formats. But what are data-driven audio spots good for in the larger marketing mix? Are programmatic ad insertions as effective as traditional host reads? And how trackable and accountable has this medium become since the days of vague download counts? Spark Foundry's VP, Programmatic Consulting, Natasha Morris, shares best practices and learnings from Spark Foundry's work across many audio formats for a range of clients.
- OOH used to be a glorified real estate business where location and road-side visibility was the unique selling proposition. Programmatic then emerged as a transformative equalizer to the conversation. With a complete "through-line" view into what people consume beyond their home, brands have started to leverage the future of OOH and its connection to broader programmatic ecosystem. Walton Isaacson's Managing Director of Digital Innovation, Albert Thompson, illustrates how brands have executed within the programmatic marketplace to stitch together a "connected experience" of ad exposure. Physical Proximity is the driver as the consumer moves from gas stations, retail stores, business offices, public transit, biking paths, and ridesharing - all through OOH.
- Some firms say their tech stacks are as complicated as black holes. But most firms have formal data strategies in place, Anteriad and Ascend2 report.
- Email is the preferred channel for consumers. But fewer than half are happy with the messages they get, Braze reports.
- Almost three-quarters of multicultural men said they're excited to watch the World Cup, which is being played later in the year to avoid the intense summer heat of Qatar.
- From TikTok to TV, the fast growing telehealth brand is a case study of how healthcare marketing can test and learn across a wide range of channels to build and evolve a brand from a cold start. Nurx's Head of Growth Marketing, Nico Bryant-Aguilar, explores how the company erects a marketing flywheel grounded in patient feedback and fueled by data sources that not only drive creative but direct product development.
- A composite of 40 of the biggest pure-play digital companies, GroupM said it is a "high-intensity" ad category that has been fueling much of the overall industry's growth.
- Brands turn programmatic on at the top of the funnel, but don't consider how it impacts the entire journey, according to Sam Huston, chief strategy officer at 3Q/Dept.
- Thinking more like a patient than a clinician opens a marketer's imagination to more engaging ways of depicting the healthcare experience. Few brands have been more entertaining and unconventional in focusing their patient outreach than Rodeo Dental. By focusing on outcomes and experiences, deploying jazzy editing and graphics, and shifting media spending away from TV and into social and search channels, Rodeo did more than grow brand and patient acquisitions. Rodeo Dental's Director of Growth Marketing, Dr. Richard Ly, shares how they were better able to measure the impact of their media spend and improve patients' relationship with the brand.
