Only six weeks in, 2017 is already showing signs of being a big year for multicultural marketing. Corporations are doubling down on diversity initiatives. Strategic purchases and mergers have occurred and projected multicultural spend is trending upward for the year.  But despite this year’s momentum, I just can’t shake the notion that targeting and segmenting via ethnicity is weighing us down.  by Mario Carrasco -  ThinkNow

The Outdoor Advertising Association of America may be hitting back against the shortcomings of digital advertising, but maybe it needs to play to its strengths and get advertisers to recognize the medium for its inherent advantages not try to transcend them.

While the eating pattern of three structured meals a day remains for many Americans, traditional mealtimes are under assault. Studies show that 37% of the time, a snack replaces a meal. Primarily due to the sales uptick for snacking brands, the CPG industry registered its strongest growth in four years.

With the rapid growth of multicultural households in America and their unparalleled influence on the marketplace, there is a strong need for retailers to revise their in-store strategies to include a wider range of fresh food products and flavor profiles that cater to the multicultural consumer set. 

Why advertisers and agencies should improve how they work together to maintain a healthy, loving and productive relationship.  By Bruno Gralpois, Agency Mania Solutions

In an era of digital, telegraphic communications, old and new codes provide an emotional dimension to cross-cultural messages  We can relate.  This post is contributed by Brenda Storch, Director, Multicultural Social Media and Shawn Savage, Senior Engagement Specialist

For the many years that preceded social media, marketers relied mostly on engaging with their consumers in one-way communications. This included television, radio, direct mail, billboards etc.  Once social media came along, consumers had the opportunity to “talk back,” so to speak, and tell brands what they thought about their products and services. Brands quickly learned just what consumers thought about the products and services. This type of consumer feedback was once relegated to the more controlled environments of market research and/or customer service listening.

The problems with programmatic are well-covered and greatly ignored.  Reported growth in spending continues to fan the frenzy, while sweeping significant problems under the rug.

As Facebook develops an ever-more diverse portfolio of businesses, questions arise of whether it risks diluting its core identity.  Put another way, will the future of Facebook look like Google? Or, will it look more like Yahoo?

It’s time to reject FOMO and embrace Borecore, along with mindfulness apps, myth debunking, and a shift in focus away from Millennials. Mindshare North America's annual Culture Vulture Trends report is unveiling the latest consumer shifts and cultural trends forecast to grow over the next year.

In many consumer markets, companies that once relied on developing new product features and improving customer service increasingly see competitive advantage rooted in the entire experience that’s wrapped around the product.  By Gerard du Toit, Rob Markey, Jeff Melton and Frédéric Debruyne

Deloitte’s latest millennials study looks at their world view and finds many, especially in developed economies, are anxious about their future. They are concerned about a world that presents numerous threats and question their personal prospects.

“What’s next?” That question drives our industry every day. Answering it isn’t easy. You don’t get there using conjecture or assumptions—you get there using passion, precision, experience and rigorous science. And when it comes to measuring the breakneck evolution of social media—answering the question can be as difficult as it is vital. But when you take a closer look at up-to-the-minute social media data, the direction forward snaps into focus.

If you spend any time in CPG product innovation, you're likely using a“Jobs To Be Done” (JTBD)approach. Created by Harvard Business School professor and disruptive innovator Clayton Christensen, the JTBD approach simply suggests people don't buy products, they hire them to do specific jobs.

AdReaction: Gen X, Y, Z study reminded me once again that the slow shift in people’s attitudes toward advertising places more emphasis on the need for emotionally-engaging content, rather than touting product specs and reasons to buy. It is not enough just to get your ad in front of someone; you need them to attend to it long enough that some impression sticks with them.  by Nigel Hollis

Pages