For over 50 years, there was only a single "app" for TV viewers. The sole function of that app—the cable or satellite company—was to stream premium video content. The facts of yesterday’s TV viewing no longer hold. There are now many TV viewing apps available. Enter "the appification of TV."
The problem with brand value is simple: no one agrees on it. The GE brand value, for example, in 2011, was variously estimated to be worth $30.5B, $42.8B, and $50.3B by different valuation services. So if valuations vary so wildly, how can CMOs and CFOs begin to understand the value they deliver with their marketing spending?
Today, a company’s reputation is increasingly recognized as a business asset that is central to maintaining and growing business value. Despite this recognition, however, corporate competencies around reputation measurement often lag. So “How do you measure corporate reputation?”
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.
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.
Consumers across the Asia Pacific region are willing to put their wallets where their hearts are when it comes to buying goods and services from companies committed to social and environmental responsibility. Learn how you can develop clear and actionable social strategies for your brand which support the causes your consumers care about most.
While the notion of gender equality—the view that men and women deserve equal treatment—should be a universal human right, the majority of us around the world don’t actually believe that the sexes are treated the same. And when making financial, technological and retail decisions, men and women are thinking differently.
The latest Global Survey of Consumer Confidence shows that while typhoon Yolanda has dampened confidence in the fourth quarter of 2013, with consumer confidence declining three points to 114, the Philippines is still home to one of the world’s most optimistic consumers.
A look at how consumers are responding to the challenges of ensuring financial security reveals that while 83 percent of Filipino respondents believe they will achieve all their financial goals for the future, only 30 percent are confident that their current planning will be enough. At the same time, 53 percent say they will need to closely monitor and adjust investments from time to time in order to best meet their financial expectations.
Smartphone penetration in Asia Pacific has continued to see exponential growth in recent years, and in a number of markets is approaching saturation point and surpassing penetration in the US and many European nations.