The biggest challenge is being able to profile audiences across media touchpoints.
Some 65% of executives citie the function in their list of top five needs.
The COVID-19 pandemic has accelerated consumer acceptance of marketing technology, according to findings of a just-released study by the American Marketing Association.
What do you do if your company is being described as "stodgy" by Millennials? How do you attract a younger audience without alienating your Gen X and successful Boomer clients? That's what Windermere
Real Estate was facing. With a nearly 50 year legacy and flashy brands like Zillow and Redfin invading their space, Windermere needed to step up their game. Easier said than done when your budget
is limited, and you're up against VC-backed and publicly traded companies with plenty of money to spend. So they needed to get creative and find a space where they could stand out. That space was
Spotify. The music platform, a favorite among Millennials, gave Windermere the space to create their own branded station with home-themed playlists that could appeal to all generations. Spotify
also provided branded QR codes to directly engage consumers with Windermere's station in an off-line environment, i.e. OOH, business cards and TV ads. Since launching their branded station,
Windermere has earned more than 100K monthly active users and seen an 18% increase in direct traffic to their website. Spotify now plays an integral role in Windermere's media strategy.
A decline for the next quarter aligns with the rise of the COVID-19 Delta variant and reapplication of pandemic protocols.
Media and marketing research giant Kantar has appointed
Guillaume Bacuvier as Global CEO of its Worldpanel Division. Bacuvier succeeds Josep Montserrat who takes on the role of Non-executive Chairman of the Worldpanel business. Most recently
Bacuvier was Group CEO of dunnhumby Ltd, the retail and CPG customer data analytics company. Prior to dunhumby, Bacuvier was at Google for more than a decade, holding a number of
senior roles, including vice president advertising solutions, EMEA where he was responsible for all aspects of the core online advertising business in the region. Kantar is owned by Bain
Capital and WPP.
The findings suggest only 1 in 4 marketing organizations say they have a "very effective" CMO-CIO working relationship -- which ties directly to better performance.
Marketing ranks sixth in how management views departments, a study finds. But most marketers say they feel valued by peers.
CMOs fell into one of three personas in 2020: Traditionalists, Progressives and Disruptors. Which describes you? Findings of a global study by Designit may surprise marketers.
The Marketing Science Institute (MSI) has named John Lynch Jr. executive director for 2022-23.
Two out of three marketers surveyed boosted mobile marketing budgets over the past year, due at least partly to the acceleration of ecommerce.
Every click is a hurdle, not an invitation for users. And every form to fill is a mountain for them to climb. EIS veteran Chester Bullock explains how reducing that friction has increased email's
effectiveness in driving qualified leads and at the same time leveraging customer brand loyalty.
The Market Research Council (MRC) Thursday will induct two journeyed marketing and media research leaders -- J. Walker Smith and Norman Hecht -- during its annual Hall of Fame awards Thursday evening.
To ensure accurate portrayals of women and girls, the Ford Motor Company team followed insights provided by the ANA's #SeeHer movement. The result was a campaign created by and for Black women,
affirming the automotive brand's commitment to supporting the advancement of positive representations of them in media and advertising, both in front of and behind the cameras.
SimpliSafe, the category-defining brand of DIY home security, has already succeeded in reaching beyond the digitally savvy base and into general awareness. Company CCO, Don LeBlanc, shares lessons
learned as he brings his data-driven marketing culture into awareness campaigns that build brand even as they drive sales.
With a Net Promoter score of 92, the Tecovas brand clearly captured the hearts and minds of boot fans. CMO Rich Lesperance explores how the company thinks beyond the bottom line and invested in the
delight metric, both online and in store.
During Hall's more than 12 years at Microsoft, the company has won 11 Lions. She is probably one of the humblest ad execs you'll meet, even after Cannes Lion announced it will award her group this
year's Creative Marketer of the Year award in June.
Some 36% of execs working with data base decisions on instinct, about 22% think their data investments aren't worth it and 1/3 say creating a data-driven culture is a challenge, according to a
survey by Talend, which focuses on data integration and integrity.
Marketers supporting healthcare clients must provide accurate, relevant messaging that conveys empathy, strength and positivity despite keyword restrictions. Google enforces tight restrictions for
the keywords marketers can use.
The Association of National Advertisers' Center for Brand Purpose this morning released the second in a series of CMO-inspired "playbooks" to help marketers develop and mange "purpose-driven" brands.
The new report, entitled "Activating a Purpose Program," is essentially a five-chapter playbook based on interviews with marketers known for managing successful purpose-driven brands.
Backed by new consumer research showing seven in ten people feel the word "normal" creates a negative connotation, Unilever announced it will no longer use the word in its advertising, packaging and
other forms of marketing communications.
The number of advertising and marketing services providers certified as being diverse by the Association of National Advertisers has more than doubled to 212, according to an updated version of the
ANA's "Certified Diverse Suppliers for Marketing and Advertising" report. The directory includes agencies and media, production, promotion, and research companies and was launched in July 2020
following an ANA report, "The Power of Supplier Diversity."
Two-thirds of all brands are budgeting more, and only a fourth are cutting staff, a study by the CMO Council finds.
More small and medium-sized businesses expect to increase their marketing efforts this year. Those planning to spend more will increase media buying by 35%, according to data released Tuesday by
The good news is that consumer time spent with media surged during 2020. The bad news is their share of time spent with media supported primarily by ad dollars fell to its all-time low, according to
the latest edition of PQ Media's annual Global Consumer Media Usage Forecast. The time the average American spent with media rose 2.9% to 73 hours weekly in 2020, due in large part to the impact of
the global pandemic. The time spent by the average global citizen, rose 2.8% to 53 hours weekly, according to the new forecast.
DNA information could fuel real-time email and web campaigns, judging by a Wharton study.
Coming out of what may well be the greatest year of self-reflection for all of society, the ad industry had a huge opportunity to define its sense of purpose and it just blew it.
President Donald Trump's brand has declined in added advertising value among some major Trump-centric category brands, according to Brand Keys, but TV and entertainment has climbed dramatically.
U.S. ad and marketing spending will fall 7.1% this year to $494.23 billion, according to a new forecast released today by media industry economists PQ Media. That's a steeper rate of decline than the
6.8% decline global advertising and marketing spending is projected to sustain, although most of the world's markets have experienced a significant impact from the global COVID-19 pandemic.
"Don't use small data to answer a Big Data question," said data scientist Zach Baze, chief intelligence officer at agencies Leo Burnett and Hawkeye.