Display advertising in 5 charts: From programmatic to retail media

Posted by & filed under Consumer/Buyer Behavior, Global Marketing, Innovation, Integrated Marketing Communications (IMC), Marketing Research, Marketing Strategy, Retail Marketing.

Description: According to our forecast, US display ad spend will grow by 15.7% this year, reaching $163.29 billion. Here are five charts that offer a closer look at what display ad spending looks like in 2023. Source: Insiderintelligence.com Date: Feb 27, 2023 Link: https://www.insiderintelligence.com/content/display-advertising-5-charts-programmatic-retail-media?utm_source=Newsletter&utm_medium=Email&utm_campaign=eDaily%2002.28.2023&utm_content=eDaily%2002.28.2023&utm_term=eMarketer%20Daily%20CORE/EMEA%20%28Mon-Fri%29 Questions for discussion: What do the charts say about display advertising?… Read more »

Target And Sephora Sharpen Their ‘Trading Down’ Game

Posted by & filed under Consumer/Buyer Behavior, Global Marketing, Integrated Marketing Communications (IMC), Market Segmentation, Marketing Research, Marketing Strategy, Pricing, Product Brands and Branding, Retail Marketing.

Description: People are increasingly stressed about the way rising prices are wrecking family budgets, with 50% reporting that they have traded down to a private-label product in the last year. New research from Gartner highlights opportunities for both retailers and the national brands trying to hold onto sales and how chief marketing officers can take… Read more »

Google blocks news in some Canadian searches, in response to proposed media law

Posted by & filed under Consumer/Buyer Behavior, Ethics, Global Marketing, Innovation, Integrated Marketing Communications (IMC), Marketing Research, Marketing Strategy, Pricing, Product Brands and Branding, Relationship Marketing, Supply Chain.

Description: A bill under consideration in Canada would require platforms like Google and Meta to negotiate payments with publishers when they link to their content. In response, Google, which opposes the proposed law, is testing blocking news in a small number of searches. Source: niemanlab.org Date: Feb 23, 2023 Link: https://www.niemanlab.org/2023/02/google-blocks-news-in-some-canadian-searches-in-response-to-proposed-media-law/ Questions for discussion: What does the report say… Read more »

Aiming For Reinvention, JCPenney Taps Designer Prabal Gurung

Posted by & filed under Consumer/Buyer Behavior, Innovation, Integrated Marketing Communications (IMC), Market Segmentation, Marketing Strategy, Product Brands and Branding, Relationship Marketing, Retail Marketing.

Description: JCPenney is looking to elevate its style game, teaming up with designer Prabal Gurung for a surprising capsule collection. Source: MediaPost.com Date: Feb 17, 2023 Link: https://www.mediapost.com/publications/article/382646/aiming-for-reinvention-jcpenney-taps-designer-pra.html?utm_source=newsletter&utm_medium=email&utm_content=headline&utm_campaign=129328&hashid=7T9TCmQZSDGbnu-424RuBQ Questions for discussion: What is the strategic thinking at the firm, as suggested in the article? Does this represent a change in the target customer? Do you… Read more »

Starbucks Is Making a Very Big Bet on a Very Strange Idea, and I Can’t Decide if It’s Brilliant or Bizarre

Posted by & filed under Consumer/Buyer Behavior, Global Marketing, Innovation, Integrated Marketing Communications (IMC), Market Segmentation, Marketing Strategy, Pricing, Product Brands and Branding, Relationship Marketing, Retail Marketing.

Description: The coffee giant thinks adding olive oil to your latte is the next big thing. Source: INC.com Date: Feb 23, 2023 Link: https://www.inc.com/jason-aten/starbucks-is-making-a-very-big-bet-on-oleata-olive-oil-in-your-coffee.html?utm_source=newsletters&utm_medium=email&utm_campaign=inc%20-%20this%20morning%20newsletter.newsletter%20-%20inc%20-%20this%20morning%202-24-23&leadid=261346&mkt_tok=njewluxfrs04nziaaagkimezx0mmtfq8plilxhtngurkiykwljlynjt2lmgsju-cww_bozkupayokclv-fjxfn_dq3msk5tcf3kxubhay9pyzhq7uxqtpdch-ry Questions for discussion: What do you think of the idea? Do you think this opens the door to a variety of “health-related” additions that could boost consumption at Starbucks? Do you… Read more »

Advertisers remain committed to Google as TikTok and AI-powered Bing try to become search competitors

Posted by & filed under Consumer/Buyer Behavior, Global Marketing, Innovation, Integrated Marketing Communications (IMC), Marketing Research, Marketing Strategy.

Description: Digital ad costs are rising, the online ad marketplace is becoming more saturated and the way people look for information on the internet is changing, popularizing new ways to search beyond Google. It’s left advertisers thinking about diversifying their search spend away from Google, agency executives say. Source: digiday.com Date: Feb 22, 2023 Link: https://digiday.com/marketing/advertisers-remain-committed-to-google-as-tiktok-and-microsoft-try-to-become-search-competitors/?utm_medium=email&utm_source=rasa_io&utm_campaign=newsletter… Read more »

Hootsuite to ditch free plan, begin charging users for social media tool

Posted by & filed under Integrated Marketing Communications (IMC), Marketing Research, Marketing Strategy, Metrics/Analytics, Pricing, Product Brands and Branding, Services Marketing.

Description: Hootsuite says it will eliminate the free tier of its social media management tool next month.The Vancouver-based technology company says the tool, which allows  users to browse, manage and schedule social media posts, will come with a fee beginning March 31. Source: BNNBloomberg.com – video report Date: Feb 23, 2023 Link: https://www.bnnbloomberg.ca/hootsuite-to-ditch-free-plan-begin-charging-users-for-social-media-tool-1.1887983 Questions for… Read more »

Inside Peloton’s rapid rise and bitter fall — and its attempt at a comeback

Posted by & filed under Consumer/Buyer Behavior, Global Marketing, Innovation, Integrated Marketing Communications (IMC), Marketing Strategy, Product Brands and Branding, Relationship Marketing, Retail Marketing, Services Marketing.

Description: The fitness company is now a year into an aggressive turnaround plan under CEO Barry McCarthy that has altered the company’s identity. Source: CNBC.com Date: Feb 19, 2023 Link: https://www.cnbc.com/2023/02/19/peloton-rise-fall-attempted-comeback.html Questions for discussion: Summarize the turnaround effort at the firm and the directions management is now pointing towards. Do you think the revised orientation… Read more »

The Brewing Backlash Over Rewards Programs

Posted by & filed under Consumer/Buyer Behavior, Integrated Marketing Communications (IMC), Marketing Research, Marketing Strategy, Pricing, Product Brands and Branding, Relationship Marketing.

Description: Customers are unhappy when their favorite retailers make it harder to earn rewards, as Starbucks, Dunkin’ and Best Buy have recently done. But firms have to walk a fine line between customer loyalty and profits, says Wharton’s Raghuram Iyengar. Source: knowledge.wharton.upenn.edu/ Date: Feb 14, 2023 Link: https://knowledge.wharton.upenn.edu/podcast/knowledge-at-wharton-podcast/the-brewing-backlash-over-rewards-programs/?utm_campaign=KatW2023&utm_medium=email&utm_source=kw_campaign_monitor&utm_term=2-15-2023&utm_content=The_Brewing_Backlash_Over_Rewards_Programs Questions for discussion: What does the research… Read more »

‘Make noise’: How Tubi’s disruptive Super Bowl ad happened

Posted by & filed under Consumer/Buyer Behavior, Global Marketing, Innovation, Integrated Marketing Communications (IMC), Marketing Research, Marketing Strategy, Product Brands and Branding.

Description: Tubi caused many of the 113 million US viewers watching the Super Bowl Sunday night to frantically search for their TV remote. The ad-supported streaming platform’s fake-out ad simulated a connected TV (CTV) platform exiting the big game, scrolling to Tubi, and opening the app. Source: insiderintelligence.com/emarketer Date: Feb 14, 2023 Link: https://www.insiderintelligence.com/content/make-noise-how-tubi-disruptive-super-bowl-ad-happened?utm_source=email&utm_medium=email&utm_campaign=eDaily%202.15.2023&utm_id=eDaily%202.15.2023&utm_term=eMarketer%20Daily%20CORE/EMEA%20%28Mon-Fri%29 Questions for discussion:… Read more »