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Consumer Marketing 2018: Build Emotion-Powered Brands With Dipanjan Chatterjee

Dipanjan Chatterjee March 19, 2018

WHAT DO EMOTIONS HAVE TO DO WITH BRANDING STRATEGY?   I sat as a silent observer at an internal marketing workshop of a multi-billion-dollar consumer brand. They spoke for three hours about being customer-obsessed. They never spoke about the customer. That’s the old way of marketing. As a profession, we’ve talked the talk about customer […]

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Consumer Marketing 2018 Is A Can't-Miss Event

Melissa Parrish March 5, 2018

Last year marketers faced a crisis of confidence: How would you navigate the chaotic seas of our world and business context, rocked by politics and consumer upheavals you couldn’t control? This year, as businesses found their values-driven groove, marketers are facing major volume challenges: You’re responsible for—or are trying to dig up– more channels, more […]

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The State Of Digital Business 2018: Top Technologies

Nigel Fenwick March 2, 2018

Top Technologies By Maturity While the scope of business strategy is increasingly defined by technology, not all technologies are equally important. To help digital leaders think about where to place their future technology bets, we published “The Top Emerging Technologies For Digital Predators” in 2017. More recently, as I was examining our latest digital survey […]

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Facebook: The Industry Wants Transparency, Not New Labels

Jim Nail February 23, 2018

Facebook made an announcement yesterday titled “Making Ad Metrics Clearer” that says, in part: We’ve heard that businesses want more insight into our measurement tools and metrics. So today, we’re introducing new labels on some of our metrics to clearly show how they are calculated . . . The centerpiece of its announcement is new […]

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Bynder’s Acquisition Of WebDAM For $49 Million Will Force Big Players To Innovate

Nick Barber February 16, 2018

The digital asset management (DAM) market continues to consolidate with the latest big purchase of San Mateo, CA based WebDAM by Bynder, a European player based in Amsterdam that has been expanding in the US. Consolidation signals maturity in the marketplace and that means that differentiation isn’t as easy. The hip Bynder culture and SaaS-based […]

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Top Gear Marketing: How Honda Measures The "Rhythm Of The Brain"

Dipanjan Chatterjee February 12, 2018

Why Should You Care? Ever seen puppies on ads? How about babies? If you have, chances are that you weren’t seeing much of anything else. When I first collaborated with Nielsen Consumer Neuroscience, they shared a straight-forward eye-tracking heat map of an audience watching a commercial involving shelter pets. The dogs were adorable. And everything […]

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Last Chance To Take Our Search And Digital Marketing Survey

Collin Colburn January 18, 2018

There are less than two days to take our Search And Digital Marketing Survey – if you have not already taken 15 minutes to answer it, please do. The survey will close by end of business on Friday January 19. Anyone working in marketing – whether at a brand, agency, vendor, consultancy – can take […]

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Agency Layoffs Or Agency Calibration?

Jay Pattisall January 16, 2018

Layoffs Are A Reality Of The Agency Business Each January the industry weathers account losses, budget cuts or contract changes that result in  layoffs. Last week four agencies announced post-Holiday staff reductions: Grey Group reduced 2.2% of staff. Ogilvy reduced 2.8% of staff. BBDO reportedly reduced nearly 30 staffers. TBWA reportedly reduced approximately 10 staffers. […]

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Search Advertising Enters 2018 On The Cusp Of A Renaissance

Brandon Verblow January 3, 2018

In recent years, search has been the important but sleepy mainstay of the digital advertising market. Even though it garners the most digital advertising dollars, the attention paid to search has faded as growth has matured and novel channels like social and video have emerged. However, search is poised to experience a late-stage renaissance as […]

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As CVS Goes Post-Digital, Walgreens Reverts to Pre-Digital

Jim Nail December 18, 2017

For a case study on how marketing must break from past practices, one needn’t look further than two recent announcements, one from CVS and the other from Walgreens. One company is pushing the boundaries of retail healthcare; the other is looking back a century for its marketing ideas. In this report, my colleague Shar VanBoskirk and […]

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TV Industry: It's Time For A Round of "Stop, Keep, Change"

Joanna O'Connell December 8, 2017

I’m obsessed with the future of television. A couple years ago, I pursued it largely as a research exercise. Today, I’m up in arms based on my own experience as a TV consumer. The rumors are true: empowered consumers are real and I am one. And of late, my ad experience with my chosen form […]

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Allocate Your Marketing Dollars More Efficiently

Brandon Verblow November 13, 2017

Marketers are increasingly under pressure to show that their digital marketing investments are generating returns. Large firms like Unilever have moved to more regularly reevaluate their marketing spending as part of a shift to zero-based budgeting — adopted in part to ward off potential interference by activist investors. Ad fraud and viewability concerns are giving […]

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OTT Won’t Replace Traditional TV — The Two Will Get Married And Have Babies

Jim Nail October 5, 2017

Recent headlines have covered cord cutting as if it is an inevitable trend, set to doom the TV industry as we know it. However, when we peel back the layers of the alarmist headlines, the argument doesn’t really hold: No streaming service yet offers all that consumers want, as my colleague Kris Arcand found in […]

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The Data Digest: eCommerce May Be The Only Way To Challenge The Google/Facebook Duopoly

Brandon Verblow September 20, 2017

As will be no surprise to advertising industry watchers, the duopoly of Google and Facebook once again demonstrated its dominance of the ad market following the release of their Q2 2017 earnings results. According to Forrester’s just launched Digital Marketing Tracker report, Google and Facebook accounted for 74% of both ad revenue and growth among […]

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The Global Digital Marketing Gap

Thomas Husson September 6, 2017

Over the past few years, I was lucky enough to travel to many different places: in most European countries, in the US, in Brazil, in the Middle East, in India, in Indonesia or very recently in Japan and Thailand. The digital revolution is happening all over the place and it is fascinating to see how […]

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The Data Digest: Instagram And Snapchat Have Room For More Ads, According To Forrester Data’s US Youth Survey

Brandon Verblow August 29, 2017

While Facebook again signaled on its latest earnings call that the ad load in its core News Feed is approaching an upper limit, other social networks have more room to increase their ad load. According to a Forrester Data Consumer Technographics® survey fielded in January 2017 to 4,502 US youth between the ages of 12 […]

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Madtech Convergence Is Ongoing — With Or Without You

Melissa Parrish August 16, 2017

For marketers, the struggle is real: you want to provide your customers and prospects cohesive cross-channel experiences that demonstrate you actually know them (without freaking them out) — all while reducing the number of vendors in your tech stack. There are positive signs with the marketing technology ecosystem rapidly consolidating — and millions of dollars […]

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Brand 2020: Act I. Crisis

Dipanjan Chatterjee August 7, 2017

A MANIFESTO IN THREE ACTS Summer is a good time for reflection. At this time of the year, many take a week or two away from the crush of meetings and deadlines to spend time with friends, family, and to dwell in the clarity beyond the grind. I spent some of this time thinking about […]

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Digital Store Technologies Take the Stage For Both Customer and Associate Experience

Ananda Chakravarty July 27, 2017

Digital retail theater is becoming reality for consumers as retailers rush to find ways of attracting and retaining store customers.  What is digital retail theater?  It’s the combination of original retail theater – entertainment, novelty, and engagement – with digital technologies and services to create the next level of in-store experience.  My colleague, Brendan Miller […]

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Amazon Product Content: A New Space Race?

Ryan Skinner July 13, 2017

The Whole Foods acquisition by Amazon weeks ago was only the latest milepost in the latter’s inexorable march to the top of retail. The company sold $136 billion worth of products in 2016 – more than any other online retailer (and just over a third of what Wal-Mart did). And we find that Amazon is big and gaining […]

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