In Some States, More Than Half of Older Residents Live In Rural Areas

A new report, The Older Population in Rural America: 2012-2016, shows that 17.5% of the rural population was 65 years and older compared to 13.8% in urban areas.

How CMOs Can Own the Customer Experience

Traditionally, organizations haven’t viewed the customer experience as a singular thing owned by one particular person or department. That’s changed, as brands have worked to put customers at the forefront—and it’s given modern CMOs new importance as owners of that experience.

What is this brand thing anyway?

I realise that the idea of a ‘brand’ is one of those ill-defined concepts that causes endless confusion. We all use the same word and yet can assign it very different meanings. Given that a blog post is meant to stimulate discussion, I am going to propose a definition and we can see where things go from there.  by Nigel Hollis

Understanding Connected TV

The reach of connected TV (CTV) now extends to more than half of all American homes, providing a unique set of opportunities for marketers to reach television audiences with advertising experiences that are as dynamic, interactive, and measurable as those employed in digital environments. Increasingly, marketers are looking for ways to take advantage of this expanding new medium to drive results, grow their bottom line, and deliver important KPIs in ways that traditional linear television cannot.

Lotus Promotes Rebecca Posen to Director of Sales Los Angeles

Lotus Communications Flagship Los Angeles Spanish stations KWKW and KFWB announce the promotion of Rebecca Posen to the position of Director of Sales.

Are Undifferentiated Media Brands Useless? The Law Says "Yes"

In Norbert Weiner's landmark 1950 book, The Human Use of Human Beings: Cybernetics and Society, he shares a model for the future of communications and media that is, in fact, applicable today. "Entropy," he theorizes, "is the original sin." It's a tendency in the universe toward the loss of differentiation, and a failure to differentiate among multiple choices leads to chaos. To Weiner, chaos means complete stasis, where everything is so balanced that there is no differentiation of energy and effort, resulting in complete "uselessness, thus creating stasis and chaos." Entropy is the Second Law of Thermodynamics.

Too many Marketers have Coin-Operated view of Customer [REPORT]

While marketers admit their future growth and success will rely on leveraging deeper relationships with customers, 43 percent surveyed by the CMO Council admit that their organizations identify “transactional” as being the top attribute and descriptor of their customers.

Nielsen Snapshot: Hispanics and October Viewing Trends

Although Hispanic Heritage Month is officially over, TV viewing is a year-round sport and Hispanics are some of the biggest sports watchers, especially in October which, debatably, is the best month to be a sports fan.

Mimetic Theory & the suspension of disbelief

By Gonzalo López Martí - Creative director, etc.  /   lmmiami.com

Last week I ranted about the so-called Mimetic Theory.*

  • Conceived by the late René Girard, an anthropologist and Stanford university professor, its premise is quite simple: it is impossible for us humans to make fully informed decisions and, therefore, we proceed to imitate other people’s behavior.

How CEOs Can Solve the CMO Dilemma

Like professional athletes at the mercy of team owners always looking for the next superstar, chief marketing officers appear to have the shortest tenure of any member of the C-suite. The median life span in the role was 28 months in 2018, dropping from the 31-month median tenure a year earlier, according to Spencer Stuart. While some departing CMOs are tapped for internal roles beyond marketing, such as general manager, more often than not they are shown the door and move on to their next gig.

Ad Exec Karina Dobarro On Working With Pitbull And Reaching Multicultural Audiences

Call her Ms. 305 Worldwide.  Karina Dobarro has been named Chief Strategist and the highest-ranking woman at a venture launched by Cuban-American rapper Pitbull (Armando Pérez) and Horizon Media founder and CEO Bill Koenigsberg. Named 305 Worldwide, a play on two of the musician’s nicknames (“Mr. 305” and “Mr. Worldwide”), the new marketing agency concentrates on quality storytelling for multicultural audiences.  By Court Stroud

Digital Platforms Raise New Ethical Questions for Marketers

Ethical behavior has long been a concern for responsible marketers. But in a digital age, just what constitutes ethical marketing has become a moving target.

Revenue growth management: The next horizon

Over the past decade, many consumer-packaged-goods (CPG) companies have mastered the fundamentals of pricing, promotions, assortment, and trade investment—revenue growth management’s four main elements. While that development has allowed CPGs to reliably capture value, the landscape has shifted, and the bar is rising.

Product Placement Landing Stronger Marketing Punch

But as consumers' entertainment consumption patterns continue to change dramatically, a growing number of brands and organizations are starting to look at product placement in a new light, fueled by integrated marketing and more and more affordable programming options.

How Not to Waste an Opportunity (Learn from Agencies’ Mistakes)

When it comes to agency new business, agency leadership is confident on one point: "just get me in the room," they say—as if that alone is the golden ticket. Based on experience, that is most definitely not enough. But why? One reason is that people often don’t have the skills to close effectively. Another is that they are approaching the interaction with the wrong mindset. And another is that they’ve failed to do their preparatory homework.  By Mark Duval / Duval Partnership

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