Most advertising professionals agree that the marketing funnel (while one of the most elementary concepts) is still a relevant tool for campaign success today. By creating brand awareness that is eventually fostered by engagement strategies, the consumer is encouraged to take action. Yet, if you ask most advertising clients what their primary goal is, they’ll say revenue – and rightfully so.
Generation Z, also known as iGeneration, iGen, Post-Millennials, and the Homeland generation, will be the focus of the advertising industry itself before you can say “selfie.” Generation Z is defined as persons born between 1995 – 2009. The sweet spot for marketers is the 11 – 16 year old.
The days of trying fit a round peg into a square hole are over. Yet, not too long ago advertisers were marooned into pushing one-size-fits-all creative and hoping that mass appeal messages resonated with the entirety of their audience.
As consumers, we are spending more and more everyday, simultaneously increasing consumption by greater numbers on a yearly basis. Since 2012, consumer expenditure in the United States has increased by approximately 14% in billion dollar values. Now you may be asking yourself why all of this matters.
At the International Powwow (IPW) in Washington DC this past June, hundreds of Destination Marketing Organizations and attractions gathered to discuss the trends in Travel and Tourism. While the primary focus of the conference was not media, it was clear that every DMO in attendance understood the importance of showcasing their brand. Exhibitors leveraged brand identity and creativity to transform expo booths into anything from kayak stands, to wine cellars, sandcastles, and campfires.
The Automotive Industry is on track to spend an estimated 9.94 billion in advertising in 2017 with a compounded annual growth rate of 13.7% through 20201. Historically, the majority of paid advertising has gone towards traditional channels and budgets remain heavily skewed this way. As media consumption evolves to garner reach, advertisers need to avoid neglecting the lower funnel channels that are influenced by the upper funnel channels where media begins to converge.
MBuy is a longtime sponsor of Ad Age Small Agency Conference & Awards because we believe small agencies have big ideas and deserve acknowledgement and a platform to learn and grow. This year MBuy was provided the opportunity to deliver opening remarks for the event. Addressing current challenges in the space, our VP of Analytics, Neha Misra delivered a well-received discussion speech on how agencies can leverage convergence to transition from project to AOR status.
Even before the glory days portrayed by the characters in Mad Men, advertisers used agencies for access to the best content, collateral, and media plans. Yet, what they are truly looking for is the strategy behind the curtain that brings all these disparate devices together into a cohesive marketing approach.
We are currently in an era where businesses have increased access to the technology and tools that allow them to create and manage media internally. However, DIY creative and media strategies often generate more of a mess than an impact.
From experiencing Aloe Blacc on the National Mall to watching the fireworks over Nationals Park, IPW never seems to disappoint. Here are our takeaways from this larger than life event.
From Madison Avenue to Wacker Drive grumbles can be heard surrounding the importance or even the need for annual TV Upfronts. It seems every year we hear the same thing: “TV Upfronts need to change!” but here we are, another year later, talking about Upfronts again.