Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
Search results for "messaging"
- How does your friendly and functional online auto-loan brand compete against an in-box of offers for colorful frocks, sleek decor...and chocolate? Caribou's EIS veteran and Director of Lifecycle Marketing, Heather Grimstead, shares a makeover strategy for Caribou that involved more than imagery. It marshaled voice, cadence, brand identity and multi-channel messaging to reimagine the FinTech brand.
- TikTok led across CPG categories for Gen Z, with Instagram the second-most influential social-media platform for product discovery and Facebook third, Gen Z was three times more likely to opt in to tracking than Boomers and to receive more relevant ads when using online news and media sites, rather than opting out of tracking and receiving less relevant ads.
- Over 80% of consumers want more video from brands in their messaging but 70% rarely or never get it, according to a U.S./U.K. survey by Idomoo and Atomik Research.
- Creating more positive environments in brand messaging leads to new opportunities for marketing and promotion efforts, a survey by Morning Consult and Pinterest shows. Pinterest calls itself "an oasis" and says spending a few minutes a day on its app can buffer against burnout, stress and social disconnection among younger users, according to research done in partnership with UC Berkeley's Greater Good Science Center.
- The study examined how ad creative impacts 61 metrics including lift, search intent, click-through rates and more in the consumer product group, automotive and other verticals. Creative quality can lead to 23% aided ad-recall, which drops to 2% for ads with poor creative quality. The study found that consumers looking for a product are 20% more likely to notice and 13% more likely to enjoy ads with improved visuals such as human presence, product images, or prominent logo placement.
- In the most purple of purple states, conventional wisdom holds that Pennsylvanians' geography determines their politics. The Shapiro campaign threw out that old map. As media and digital consultants Roy Temple, Vice President of Digital, and Nathan Nye, Partner, at GPS Impact, explain, the campaign used extensive research and data analysis to identify areas with a higher density of historical ticket splitters. And then served them a message laser-targeted to cut through the noise. It allowed them to invest more heavily in digital persuasion, run non-traditional Democratic messaging, and outperform 2022 in key Republican strongholds.
- All that money brands spend on planet-friendly messaging? America isn't buying it, according to a GfK study.
- A report says marketers frame "typical infant behaviors such as crying" as "pathological" and "reasons to introduce formula."
- 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.
- A common data model has been critical to Whataburger's radically personalized...and personal...approach to all aspects of the digital experience for customers. Whataburger's Digital & Strategy Director, Keith McLellan, explains how its deep profiles recognizes at all touchpoints who you are, what you like and buy, and how. And perhaps most importantly they know when you stop buying and how long they have to win you back. This level of super-segmentation allows for crafting highly personalized and more emotional appeals, to know who to message, how and especially when, to create a data driven but very human digital conversation.
- 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.
- Marigold has announced global survey results with the 2023 Consumer Trends Index -- and its new rebranding.
- 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.
- As Grove Collaborative moved from a pure play D2C into broader retail presence, it had to test and learn its way into a more evolved omnichannel approach. Grove Collaborative's VP of Marketing, Samantha Howe, shares key learnings about the weaknesses of siloed D2C/retail teams and goals and how the brand built a fully integrated "internal agency" model. What did they learn about assigning different messaging and allocations, even choice of influencers, for different aims? What did they learn about useful testing, internal briefs and measuring success. And how does this emerging model point towards a different idea of what a CPG company is in a channel agnostic future?
- A growing number of fact-checking news sites help voters evaluate and understand the information they read. But who has the time? Consider political TV ads a starting-off point.
- Almost three quarters of Gen Z emoji users are willing to buy a product using the cartoon images.
- While creativity and healthcare may seem like an unlikely pair, here's how a little strategic planning, thinking outside the box, and even a little fun, can help your campaigns stand out in a crowded market. WestDerm's Senior Marketing Manager of Content Strategy, Veronica Clay, shares how their innovative approach to raising skin cancer awareness tugged at the evolving attitudes towards health, sun, and fun. Along the way, they illustrate how healthcare messaging can move beyond expert advice and get consumers to personalize it with their own memory, life, and health histories.
- The survey suggests White, Hispanic, Black and Asian-American consumers respond to economic conditions in very different ways. Marketers should avoid politically framing messages that appear in ads or social media and search related to the national economy, inflation or recession, says David Evans, content, product and solutions lead at Collage Group.
- Constant Contact says its new service enables small businesses to move beyond email.
- The segments require both new messaging, as well as media strategies, to address their relative economic angst, Horizon's researchers say.
- Three years ago, HBR used email to push out one promotion per week for the core business, with no testing, no creative updates, and thoughtful segmentation. How did they turn around a program grounded in an aging, stressed database with primitive segmentation? How have they learned to handle a maturing email program that tries to conquer the daily flood of requests and still innovate? Harvard Business Review's Nini Diana, Dir. of Consumer Marketing, discusses how by 2022, they've made substantial improvements in messaging customers and readers.
- Every automaker knows that cars are often tied to drivers' identities. Personalizing email messaging around a customer's specific auto model is not only relevant but incredibly powerful in building loyalty. Advance Auto has been on a three-year journey to build its first-party data, leverage third-party inputs, and use predictive modeling to connect customers with their cars. Advance Auto Parts', Senior Manager of Loyalty and Personalization, Chelsie Mitchell, explores incentivizing customers to submit more data, weaving in third-party and predictive models is fraught with missteps, learnings....and significant payoffs in the end.
- Professional sports players may get a break during the off-season, but for the Arizona Cardinals' marketing team, this is the time to engage fans on a different level and aim them toward season ticket products. Arizona Cardinals' Email Marketing Analyst, Angie Weyman, explains how the brand is using hyper-segmentation routines to isolate season holders from ticket buyers and non-buyers in order to tailor messaging for these different relationships with the team brand. Their use of dynamic content insertion and careful measurement is giving them a fuller picture of these different fan sets and what it takes to engage them whether players are on or off the field.
- With consumers returning to being thrifty, marketers need to adjust messages to express compassion, understanding and savings, according to data from research firm GWI.
- Hunter Douglas has been on a five-year journey of bringing ever more of its media buying and planning in-house, first search, then social, and now Video and programmatic and branding. But as Tiffany Leung explores, this has been more than an operational shift. It required not only changing KPIs, staffing and messaging but a cultural shift to value a data-driven approach to all aspects of marketing, internal organization and event onboarding customers.
- Conservative-leaning TV news stations and networks are coming clean with how they feel about the monetization of news as billions of political ad dollars -- destined to hit record amounts this year -- are poured into TV stations.
- Tubi had the highest co-viewing among ad-supported CTV platforms, followed by HBO Max and Hulu, then YouTube and Discovery+. Movies had the highest co-viewing score at 73.2% of the time, with TV episodes at 54.8%.
- Google has been collecting data from Android devices and sending the information to its servers, a research paper finds.
- Ads were measured for potential for brand equity and ability to boost sales, and data was run through Link AI, which predicts TV ads' creative effectiveness. Kantar says last year's Super Bowl ads featuring celebrities lifted brand equity 20% vs. ads without celebrities. This year, 70% of all pre-released ads include celebrities, vs. 60% for last year's game.
