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Nike Scores A Customer-Values Touchdown

James L. McQuivey September 21, 2018

Unless you were on the Appalachian Trail for a few weeks, you know what I’m talking about. I’ll start with this paragraph from our newly published analysis of Nike’s “Just Do It” campaign featuring Colin Kaepernick, called “Nike Makes No Sacrifices“: Judging Nike’s decision is difficult because there’s so much conflicting evidence. In concept, values-based appeals […]

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Four Things You Must Do Right Now To Rock Your 2018 Holiday

Fiona Swerdlow September 17, 2018

Over $1 trillion (no typo) — that’s how big 2017 holiday topline sales were in the US and Europe combined. As for online sales specifically last year, Forrester projected $129 billion in the US and €54 billion in Europe. As a retailer with substantial revenue at stake, you’ve made your merchandise buys, allocated your marketing dollars, and feverishly analyzed […]

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The Algorithm Of You

Fatemeh Khatibloo September 14, 2018

Algorithm. It’s a buzzword you hear frequently these days. But does the average consumer understand the impact algorithms have on her life? Absolutely not. Consumers enjoy the illusion of unlimited choice in products, services, and content, but there’s almost always an algorithm behind the curtain, constantly refining and defining what’s presented to her. Like it or not, […]

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Can Agencies Change Their Business Model Fast Enough?

Jay Pattisall August 15, 2018

Agencies Are No Longer The Exclusive Marketing And Business Partner For CMOs CMOs bring agency work in-house and aggressively manage agency fees. Global consultancies like Accenture and Deloitte target CMOs and new business and technology stakeholders with experience agency services. The agency business model is under financial attack. P&G reported saving $1 billion in agency […]

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The Video Universe Is Expanding, And Video Market Players Must Adapt

Brandon Verblow August 9, 2018

In season four of Netflix’s BoJack Horseman, an animated series about the struggles of a former 90s-era sitcom star of the same name, BoJack’s agent Princess Carolyn is pitching a new series starring BoJack. The pitch is to executives at the fictitious WhatTimeIsItRightNow.com, an online source for local times around the world.[i] The website has […]

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Facebook’s Latest Earnings Report Should Not Alter Marketers’ View Of Social Ad Spending

Brandon Verblow August 1, 2018

Facebook’s Q2 2018 earnings call was not well-received by investors as evidenced by the stock’s 19 percent price drop equating to the largest-ever loss in market value in one day for a U.S. traded company. But if you’re a marketer looking to forecast your spending on social advertising over the next several years, Facebook’s latest earnings […]

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Facebook's Latest Earnings Report Should Not Alter Marketers' View Of Social Ad Spending

Brandon Verblow August 1, 2018

Facebook’s Q2 2018 earnings call was not well received by investors as evidenced by the stock’s 19 percent price drop equating to the largest-ever loss in market value in one day for a US traded company. But if you’re a marketer looking to forecast your spending on social advertising over the next several years, Facebook’s latest […]

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Take Your Advertising From Zero To Hero

Susan Bidel July 26, 2018

Today’s marketers are distracted by new technology and more data promising more efficient and personalized advertising. So they forget that adtech — in a vacuum — is no match for how people today consume media, interact with advertising, or think about their experiences with brands. In fact, we know that consumers’ opinions vary widely about how they […]

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Make Your Brand "Voice" Loud And Clear

Dipanjan Chatterjee July 23, 2018

Voice is marketing’s most significant paradigm shift this decade — one that has far-reaching implications for how brands engage customers and prospects. Read Forrester’s latest report on voice to learn why voice will flourish, what that means for your brand, and how to get ready to win in the world of voice. Get Ready For The […]

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Make Your Brand "Voice" Loud And Clear

Dipanjan Chatterjee July 23, 2018

Voice is marketing’s most significant paradigm shift this decade — one that has far-reaching implications for how brands engage customers and prospects. Read Forrester’s latest report on voice to learn why voice will flourish, what that means for your brand, and how to get ready to win in the world of voice. Get Ready For The […]

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Six Key Takeaways From Google Marketing Live 2018

Collin Colburn July 12, 2018

Susan Bidel, Joe Stanhope, Tina Moffett, and I were able to attend Google Marketing Live this week in San Jose. There were many announcements and changes made to Google’s platforms and products. Possibly the most significant — an announcement that was made over a week ago — was the retirement of the AdWords and DoubleClick brands in […]

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What The IPG Acxiom Deal Means For Marketers

Jay Pattisall July 6, 2018

Photo Credit: Adweek.com IPG announced a deal to acquire Acxiom Marketing Services to much fanfare from the business press and financial analysts praising the potential of marketing powered by Acxiom’s data and IPG’s growing ad tech capabilities. However, before we rush to applaud IPG’s business acumen and industry foresight let’s unpack the implications. What Should […]

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Why AT&T’s Acquisition Of AppNexus Is A Big Deal

Joanna O'Connell June 25, 2018

The rumors were swirling during the Cannes Lions festival last week, though I don’t think I expected it to happen so fast. But it did. Yes, AT&T has acquired adtech company AppNexus in news confirmed today. Here are the headlines, from my point of view: AT&T + Time Warner = plugs and pipes meet content. Before […]

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Why AT&T’s Acquisition Of AppNexus Is A Big Deal

Joanna O'Connell June 25, 2018

The rumors were swirling during the Cannes Lions festival last week, though I don’t think I expected it to happen so fast. But it did. Yes, AT&T has acquired adtech company AppNexus in news confirmed today. Here are the headlines, from my point of view: AT&T + Time Warner = plugs and pipes meet content. Before […]

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Changing Attitudes To Targeting Could Threaten Digital Ad Spending

Brandon Verblow June 7, 2018

The balancing of the privacy-personalization paradox will be the defining dynamic impacting digital ad spending over the next several years. Future growth in digital ad spending is heavily based on the expectation that as targeting capabilities improve, marketers will be able to justify paying a higher price per ad, which will lead to higher overall […]

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Marketers, You Don't Understand How Consumers Feel About Advertising

Joanna O'Connell June 5, 2018

Marketers, you don’t know how consumers feel about your advertising, and it may be hurting you in ways you don’t understand. Did you know, for example, that some people are totally cool with personalization in exchange for something useful, relevant, or valuable to them, while others — even when they understand what’s happening with their data […]

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Marketers, You Don't Understand How Consumers Feel About Advertising

Joanna O'Connell June 5, 2018

Marketers, you don’t know how consumers feel about your advertising, and it may be hurting you in ways you don’t understand. Did you know, for example, that some people are totally cool with personalization in exchange for something useful, relevant, or valuable to them, while others — even when they understand what’s happening with their data […]

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The Data-Driven Marketing Revolution Will Be Televised

Jim Nail May 16, 2018

I recently heard L.L.Bean’s chief sales and brand officer walk through the company’s brand refresh and corresponding marketing campaign. He showed some TV spots (most of which elicited laughs, like this winner), and I was reminded of the company’s expanded TV spend. Is TV dead? Hardly. But it is about to change more radically than […]

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What The Cambridge Analytica/Facebook Drama Tells Us About Brand Safety Today

Brigitte Majewski May 3, 2018

We didn’t think the Cambridge Analytica story could get any darker, but clearly it has. Yesterday, The New York Times reported that Cambridge Analytica filed for bankruptcy, with clients fleeing the firm after improper data harvesting and suspect targeting practices for election manipulation were revealed. The article disclosed that Cambridge Analytica had been planning to […]

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TD Ameritrade’s “Accountable CMO” Makes Marketing A Business Engine

Joanna O'Connell May 3, 2018

I have a new work crush. It happened, of all places, at the ANA’s Advertising Financial Management Conference earlier this week in Hollywood, Florida. My new marketer inspiration? Denise Karkos, CMO of TD Ameritrade, who talked us through what it means — and why it’s so critical — to be an accountable CMO. Here’s a bit […]

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