The ad industry has always been consumed with the latest trends. This should be no surprise, given that marketers and their agencies spend the better part of their days trying to create them. But nothing in advertising has generated more buzz in recent months than programmatic buying. Buying ad inventory more efficiently by applying rules to technology-enabled, automated purchases has marketers salivating.
Most marketers are familiar with the benefits of the different mediums for advertising to reach specific demographics. But what we see now is smart marketers developing a richer profiling of their customers to build a custom view of shoppers in their category.
Who doesn’t love a good snack? As snack manufacturers look to tailor offerings to deliver snacks that appeal to both the palate and the psyche, knowing what drives a consumer to pick one snack rather than another is vital to stay competitive in the $374 billion worldwide snacking industry.
U.S. grocers need to gear up for the opportunity online.
Marketing works best when it’s not trying to sell. But if you can’t talk about what you have to sell, but a sale is what you want, what exactly do you talk about with clients and potential clients?
Across the globe, shoppers are increasingly turning to the web to buy the things they need. But some categories are benefiting more than others. The online market for consumable goods—due to their hands-on buying nature and perishability—is comparably smaller than for non-consumables—durables and entertainment-realted products. Nevertheless, the global audience is willing and eager to shop the web.
We are bombarded with thousands of visual advertising cues every day. So it is baffling how few agencies are taking advantage of the opportunity to know - not guess - how their concepts will fare in the real world.
Successful companies in the private sector have gained deep insight into consumer psychology and individual and collective decision-making. Public policy leaders and program managers can make use of these insights to improve significantly the likelihood of success in achieving their policy goals.
What if you discover your market share has been stagnant for 30 years, and you need to do something drastic to build the business and therefore profits? This was the challenge Farmers Mutual Group (FMG) faced in New Zealand. The rural insurance provider had been applying the same tactics and keeping clients for many years. But it wasn’t growing, and didn’t know what current customers thought of them….if in fact customers cared at all!
Finding ways to grow sales has never been tougher. A handful of companies, however, are still finding growth opportunities within their existing customer bases. By identifying their ‘Super Consumers’ – those consumers that spend a lot and engage a lot, companies are tailoring their marketing and sales efforts to boost incremental sales.