Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
Search results for "brands"
- 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.
- New research shows how some brands meld memories, trust and advocacy into powerful emotional connections with America's 39 million Black consumers.
- A truly functional next-gen MarTech stack doesn't just assemble tech solutions but builds relationships with vendors that optimize execution. NextDoor extends its good neighbor brand to vendor RFPs, transparency with partners, and expectations for aligning on sustainability and inclusion. NextDoor's Marketing Technology & Operations Lead, Krish Sailam, explain building the better partner stack.
- What drives consumer loyalty to dining brands? A global view suggests there are both universal appeals that transcend cultures and geography as well as highly localized and variable ideas around true value exchange. KFC's Senior Product Owner, CRM & Loyalty, Haley Davison, shares the insights that one of the world's most recognizable QSR brands draws from a global footprint. How can aggregated data like this lead to insights and tactics around identifying better value propositions that grow loyalty?
- Almost three quarters of consumers are willing to share personal data with brands they trust.
- Prebiotic soda Poppi became one of the fastest growing non-alcoholic beverages in the U.S. in part from mastering emerging social channels. But how did Poppi go viral on TikTok with over 48.5M views from a single post, rank #1 on Amazon search for "soda", and sell over half a million dollars of online purchases in just one day? Poppi's Co-Founder and Chief Brand Officer, Allison Ellsworth, shares how leveraging TikTok became a main awareness and growth driver and how Poppi's cultural cachet was built through organic social, influencers and content creators. We will explore how D2C brands can benefit from these tactics, maneuver limited media budgets, and ultimately create a brand consumers love.
- As customer acquisition costs soar, many DTC brands are seeking greater efficiency by increasing the lifetime value of their existing customer base. Winc's Chief Marketing Officer, Jai Dolwani, demonstrates how his brand takes the same performance and data-driven approach to increasing LTV as it does driving conversions. Everything from purchase and cancellation reasons to competitive analysis and Net Promotor Score are data points that drive core insights around how customers value your brand and respond to promotion. Jai walks through what Winc has learned from activating those insights in campaigns that worked.
- Over half of companies feel their signal mix is less than ideal, 6sense reports.
- Instagram, TikTok and Spotify all joined the top 100 "most connected" U.S. brands this year, according to an annual study released by Opinium this morning.
- And according to the GroupM study most consumers say the media misinformed the public about the issues surrounding the case.
- 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.
- Nike, Lululemon and e.l.f. also reign in Piper Sandler's latest survey, with the environment and abortion emerging as top concerns.
- 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.
- Brand Keys' new ranking shows how the fading pandemic is reshaping the way consumers feel about favorite brands.
- Email is the preferred channel for consumers. But fewer than half are happy with the messages they get, Braze reports.
- Consumer trust in a brand is crucial to purchase decisions. Some 51% of consumers say online content adjacency influences their trust in a brand, and 69% say their level of trust influences their decision to engage with a brand's products and services.
- Almost a fifth of people who abandoned a brand shared their displeasure on social media.
- The index is a collaboration of misinformation ratings service NewsGuard, and Pulsar, a research company utilizing proprietary methods analyzing the type of content brands show up in.
- As the debate around the role and effectiveness of purpose for brands rolls on, it's important to understand the difference between business purpose and brand purpose. The two are very distinct.
- The segments require both new messaging, as well as media strategies, to address their relative economic angst, Horizon's researchers say.
- By partnering with HBCUs and non-profits in key locales, 4th Ave Market is deepening and leveraging community involvement that builds both loyalty and acquisition at a lower cost. Salim Holder, Founder & CEO of 4th Ave Market, will share how by combining purpose and profits brands can deliver products in an authentic way to the community while creating a stronger emotional connection.
- To better serve patient and customer needs, GSK needed to move beyond measuring simple social metrics like engagement. It needed genuine social intelligence and analytics that could deepen the brand's understanding of how and why people needed and engaged with their brands. GSK's Analytics Manager, US & North American Social Intelligence Lead, Danny Gardner, explains how the company brought this capability in-house, set up analytics that matter, and then democratized that insight so individual brand managers could use it.
- Brands that promote their loyalty programs on social media likely will encourage more interactions with customers.
- The all digital wireless carrier, Visible, developed a top to bottom approach for market infiltration via data and market research. The challenger brand's head of brand marketing, Pearl Servat, shares with us how they leveraged a marketing mix of digital and traditional channels to introduce prospects to the brand at various touch points and drive consumers to its digital storefront. Learn how Visibles repeatable & scalable marketing strategy is reshaping what meaningful experiential activations looks like for a digital-first brand.
- The soft-drink brand leads Kantar's ranking of consumer brands that the biggest portion of shoppers worldwide buy most often.
- A quarter of those executives said misinformation about their brands and industries was the biggest risk to brand reputation.
- The market is sending disruptive intent signals for creative agencies, while big brands also are researching "global business services" in big numbers, suggesting some big changes may be imminent.
- Two-thirds of consumer packaged goods marketers said return on ad spend was their most important metric.
- More than half of consumers say they have been frustrated when they couldn't reply to a message sent by a brand.
- Good personal experiences help to build trust in brands, while "bad" personalization can be destructive.
