Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
Search results for "brand marketing"
- How do podcasts, streaming and radio drive actions and connect consumers with search? Podcast and creator-based video ad agency Oxford Road ran tests to find out.
- Our Top 10 Retail Insiders reveal readers' growing itch to apply lessons from competitors to their brands and operations.
- WARC's forecast finds that while 65% expect business to improve, fewer think that will translate to more marketing funds. DEI continues to wither.
- Consumer attention is difficult to capture, but emotional storytelling - rather than rational approaches to advertising - can dramatically drive brand growth and success.
- Using decades of survey-based research, Ipsos built a method that uses AI to simulate consumer acceptance of an ad before optimizing and releasing it across media.
- Brands can boost sales growth by working to reshape people's expectations amid the conditions - or context - in which people make choices.
- "The unique feeling proposition is 'Free Palestine,'" says The Heart Monitors' Jon Bond. "That's the Big Idea. It's about freedom for the oppressed. And that's very hard to counter."
- News coverage of the Bud Light firestorm received more than 11 million interactions during a nine-month period last year.
- Kantar predictions for the coming year include a growing edge for challenger brands and new metrics for measuring consumer attention and emotion.
- Salesforce data shows mobile has become the remote control for shopping, said Salesforce VP/GM of Retail Rob Garf. Mobile and social have become the entry point for consumers to engage with the brand.
- For a brand whose products include 100% silk sleepwear and aromatherapy that helps clients drift to sleep-conveying the quality of these products online presented an enormous challenge. Hear from Overnight Beauty's Founder and Owner, Ruthie McCombs, on how they're embracing ASMR as a way to bridge the gap between digital communication and tangible experiences so that clients can truly see-and feel-how much care goes into every product they make.
- When you have as affable and trustworthy owner/spokesperson as Ryan Reynolds onboarding new customers, how do you ensure that the rest of their experience follows through on that brand promise? Stay honest, explains Mint Mobile's loyalty maven. Mint Mobile's Sr Brand Marketing Manager - Lifecycle, Wyndie Mills, will explain how the company uses extreme transparency with customers - not only sharing with them details of their data usage but even suggesting when they could save with less expensive plans. She will explore how they build this trusting relationship across multiple, channels, from email to app alerts to SMS to map the candor of the message against the intimacy of the medium.
- The suite is positioned as low-cost, enterprise grade, enabling faster insights and decision making for brands to keep pace with marketplace developments.
- Scaling high-performing video ad creatives across paid social platforms is daunting at best. PetPlate shares its framework for turning one video concept into five, maximizing the potential of user-generated content (UGC) influencers, and making video-first ads the sole focus of a brand. You, too, can crack the code of scaling paid social through a test, learn and iterate framework. Bringing viewer attention in the first few critical seconds of a pre-roll is an art+science puzzle under any circumstances. But when you are targeting a full funnel of touchpoints across multiple platforms, from social to YouTube to TikTok, the equations get really hard. Amelia Coomber, Director of Acquisition & Performance Marketing at PetPlate, shares their recipe of testing and iterating your way to conversion.
- 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.
- As their consumers returned to IRL shopping last summer, Lively brought its full-funnel approach to re-engaging their community. WearLIVELY's Senior Manager of Lifecycle Marketing, Hayley Squire, walks us through a month-long tour of the brand hitting the road: coordinating partnerships, social, local influencers, retail, SMS and email (even swag bags) into a community-based surround-sound messaging model. What did she learn about the discrete and integrated impact of so many syncopated channels?
- Brand traits -- such as consumer loyalty, market share and brand penetration -- are responsible for 21% of incremental sales, up six percentage points since 2017.
- Keeping customers engaged with your brand is a key to future success. A loyalty program is one way to keep customers engaged. Sleep Number's Senior Director of CRM & Loyalty, Lisa Erickson, will share how, even with their long purchase cycle, they're able to build brand love and advocacy with their InnerCircle Rewards Program.
- Subaru of America believes "Love Means Being More Than a Car Company." The Subaru Love Promise is the company's vision to show love and respect to all people at every interaction with Subaru. Subaru of America's Associate Director of Marketing Operations, Bridget Hanrahan, discusses how together with its retailers, Subaru is dedicated to making the world a better place.
- Avocados From Mexico is building a brand in a brandless category by leveraging creative disruption on advertising's biggest stage-the Super Bowl. AFM's Associate Director of Brand Marketing & Strategy, Kelly Burke, gives us a play-by-play of their campaign strategy.
- Netflix says brands are now able to target media buys across its Top 10 programs. But still,1.5 million subscribers? Is that enough for brands to solve their reach and other issues?
- Beverage brands such as Pepsi and Sprite showed the greatest resilience with rising values.
- Among traditional media companies, Walt Disney had the best reputation, with a ranking of No. 77.
- MikMak's latest benchmark study on e-grocery commerce reveals Walmart and Target are the brands in most shopper's baskets.
- 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 most abused brand last year was Microsoft, with more than 30 million messages using the software giant's name in a cyber attack.
- When consumers step away from "connected experiences," the view into what they are doing is often lost. DOOH can be the canvas to recapture their attention and sustain the consumer journey as the brand moves them to a dealership experience. In this session, Walton Isaacson's Managing Director of Digital Innovation, Albert Thompson, and Lexus' GM-Western Area, Marcus Williams, outline how DOOH was leveraged during the December to Remember Sales event for 2022.
- When your dough-wrapped ice cream brand challenges traditional taste, texture and even color profiles, it takes an all-screen approach to change minds. My/Mochi's fun and weird "Melt Your Mind Mouth" campaign used some of the largest DOOH inventory in the US to show and tell the unique texture and emotional experience of this snack, even its invented "Purpinkle" brand color. As My/Mochi's Former Managing Director and CMO, Russell Barnett, explains, the digital elements of its OOH and online strategy uncovered the potential for targeting dynamic situations, gaining massive off-line eye-share, and driving both digital and retail activity.
- Nearly all consumers recognize the big streamer brands, but relatively few would know how to explain individual streamers' brand propositions, finds Hub survey.
- 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.
