Earlier this week, I highlighted an Advertising Age article about the shift in the CPG industry as marketers move resources from traditional to digital ad campaigns. Another study, this one is from Catalina, suggests that a move to general digital isn’t cost efficient for most large food marketers. Catalina’s research shows that marketers are better served by personalizing their promotions based on ‘buyergraphics’.
Beauty brands have a chance to find new customers and increase loyalty if they build their online presence. The Digital Beauty Study from Google/Millward Brown reveals that beauty product shoppers rely on online video and mobile devices as they consider various skincare and makeup options. Consumers often engage in multiple research sessions, giving marketers several opportunities to sway opinions and ultimately increase sales.
Marketers are enthralled with the latest digital tools and believe that consumers expect them to be on the leading edge of technology in order to remain relevant. Consumers have a different take on the matter, though. They want to receive messaging that is accurate and relevant and, for many, email is the digital format that best serves these needs. The Marketers Playbook Research Paper from XPlusOne suggests that marketers may want to pay more attention to channels that consumers find valuable.
Latinas are a growing economic force in the U.S. marketplace with control over 86% of the $1.2 trillion spent annually by the Hispanic demographic. Magazine publishers and marketers are spending plenty of time and money focusing on this group. In the past, content and marketing messages have been published in Spanish but as more Latinas are now speaking fluent English, the strategy may need to change.
The hyper-growth of the consumer electronics industry during the past two decades has been phenomenal. As is the case in most fast-growing industries, these marketers have been spending heavily on advertising. eMarketer analysts predict that ad spending for big-ticket items like tablets and smartphones will continue at a higher than average rate, along with a noticeable shift toward digital media.
The daily deal industry continues to evolve. While consumers are still excited about getting deep discounts on the products and services they love, marketers must weigh which deals make sense for them. The same holds true for publishers and platform providers. Groupon is enhancing its affiliate marketing strategy to attract more publishers but industry experts are cautioning that media companies and marketers should avoid certain deals to protect profits and reputations.
Consumers are still reading the news. But, more people are accessing the stories that interest them through their mobile devices. The latest Reynolds Journalism and Digital Publishing Alliance Mobile Media Research Project report shows that publishers should aim to sell ad packages that include smartphone and tablet formats to reach a broad audience more frequently.