Straddling adolescence and adulthood, Gen Z is at a turning point. The oldest members of Gen Z have already graduated college and are now in their early 20s. Considered a thrifty generation, Gen Z has posed a challenge to key general merchandise industries, which have struggled to drive dollar growth among this cohort over the past two years.

At a time when brands have access to so much data, trying to understand who their customers are and their buying preferences, these companies are finding it increasingly important to use that data to create a variety of messaging that a diverse population of people can relate to.

Emotions may seem complicated, but by better understanding their value and function we can learn how to harness their power to enhance relationships and improve well-being.

Here is the simple truth about customer experience: it’s complicated. And we all know how much people hate complexity. That is why a measure like NPS has become so popular. One number, that’s the answer…except when it is not.  by Nigel Hollis

 

Influencer marketing stands at a crossroads. Influencer scandals, the introduction and growing acceptance of fakeness and overall low quality of influencers themselves have all contributed to a declining relevance among consumers. Despite the canary in the digital coal mine, brands continue to increase their influencer marketing budgets and employ more digital tools in an attempt to connect with consumers and drive engagement.

Different segments of advertisers increase spending on digital media at different rates.  “Digital endemics” are likely responsible for the bulk of the industry’s recent growth. Global advertising spend has generally expanded in line with the global economy, with a disproportionate share of growth benefitting digital advertising.

Produced jointly by GfK and the National Retail Federation, the white paper, “Decoding the Personalization Paradox,” helps retailers and brands apply personalization at scale. Download the report to learn more about consumers’ needs, desires and concerns about targeting and personalization and how marketers can use this information to guide smarter decision-making as they ramp up one-to-one marketing.

In today’s “quantum age of marketing,” the advances of technology are rapidly evolving, impacting every area of our lives at a rate never before seen in human history.

Marketers like to try new things. One of the reasons many of us got into this profession is the ever-changing nature of it and the fact that there is always innovation: new channels, tools, tactics and technology to learn and master.

I recently had the opportunity to interview Chris Shumaker, former CMO of the Martin Agency, FCB Worldwide, Publicis USA, and Grey NA. Chris has a wealth of knowledge about the RFP and RFI process, which he’s generously shared with us here.  by Mark Duval - The Duval Partnership

It’s official – Physical and digital engagement is paramount for effective customer engagement. No matter what age, gender or location, consumers around the world agree that when it comes to brand interactions, personal, trusted and reliable omnichannel engagement is THE preferred option and choice.

Many marketers may want to believe that customers prefer personalized marketing experiences, but while research backs up that claim, recent consumer skepticism over the use of personal data means that there’s a growing sentiment that more personalization does not beget a better experience.

I was lucky enough to interview a total of 16 advertising industry luminaries in Cannes for our Future Proof podcast. Each interview was provocative (and occasionally expletive) but, collectively, they represent a compelling viewpoint on the big issues facing marketing today.  by Jane Ostler - Global Media Domain Lead / Kantar

Though still avant-garde in the marketing industry, consumer neuroscience offers marketers powerful insights that they can begin implementing into their campaigns today

After a stellar PR career spanning three decades in the corporate world working for blue chip companies in Senior positions in public relations, such as her most recent past role of Vice President of Consumer and Entertainment Public Relations at Univision Communications, Rosemary Ravinal decided to leave the corporate world to pursue her lifelong passion to launch RMR Communications Consulting LLC (RMR), to address gaps in presentation skills, public speaking and media readiness among C-suite executives in both English and Spanish.

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