Insights

What are people worried about these days?

As marketers, we need to stay on top of how people view our products and categories, but even more importantly what are the core motivations and worries that drive life choices. This interesting research from Shullman shows that health and money are weighing on the mind of most adults, while millenials are more worried about employment than anything else. How do our products solve these concerns?

What are people worried about – Shullman research

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Overall time spent with media still huge, but growth is slowing

The average American consumer spends a whopping 12 hours per day consuming media. However, the growth is slowing – projecting to increase by only 8 minutes in the next 3 years vs. 1 hour in the past 4 years. Multi-tasking with mobile devices is the cause of the slowing trend. Digital is now a more significant amount of time than TV at over 5 hours per day with over half on mobile devices. Mobile and TV will still be workhorse mediums over the next 3 years.

Time spent with media slowing – emarketer

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Drug Advertising Trends March 2016

Below is a nice summary of drug advertising trends. Spending is up 60% on paid media in the last 4 years, but cable TV is up more than 200% due to efficiency in hitting targeted, older audiences quickly and efficiently. The often discussed decline of TV viewership is slow and is more applicable to younger population segments.

Drug Advertising Trends March 2016

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Future of White Collar Work

Interesting post by Shelly Palmer about the pace of technological advancement and the impact on white collar work. In the next century, we’ll see the equivalent of 20,000 years of advancement. So, marketing and advertising executives need to be ready for the new skills required in the next 3-5 years. The job requirement of the future will be mastery of marketing strategy + creativity and vision to use the new tools that will be able do most of the executional tasks of today.

What will you do after white collar work? – SP

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What Hollywood Can Teach Us About the Future of Work.

This New York Times article outlines how Hollywood’s more efficient, technology driven model for doing business will be adopted by all companies in the future. A short-term, well-defined, project-based structure of experts needed for a specific job seamlessly produce high quality films and shows with the lowest possible cost. This is the future for businesses and also the current 183 model of operation. The opposite of the long-term, open-ended retainer-based model of some large agencies.

What Hollywood can teach us – NYT

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Yet Another Study on Dissatisfaction Levels with the Big/Old Agency Model

This Forbes article based on a study of CMO’s from Adivan Research is yet another data point showing that the old model of AOR is not cutting anymore. Read the article and see if you have the same frustrations as most CMO’s. Ready for something different?

http://www.forbes.com/sites/avidan/2014/09/29/what-cmos-are-saying-about-the-future-of-their-relationships-with-agencies/

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Marketing Morphing From Expense to Revenue; Measured on ROI

FINALLY!! According to “The Economist,” marketing will increasingly be seen as more of a source of revenue. The proportion of companies where marketing is viewed as a cost center will dwindle and the number where it is seen as a driver of revenue will grow. In three to five years, approximately four of five companies will classify the marketing function as a revenue driver. Keys to success are integrating digital marketing, better metrics, especially around customer engagement. Budget meetings are looking better!

http://futureofmarketing.eiu.com/briefing/EIU_MARKETO_Marketer_WEB.pdf

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New Survey: Advertisers Are Increasingly Frustrated with Agencies

Big agencies handle the majority of advertising dollars, but they don’t articulate a better value proposition to clients, and 73% of the panel believes that small and medium size agencies are more creative. The advertising holding companies fair even worse, and 85% think that they have not improved service to clients, and view them as inefficient and unable to overcome internal territorial disputes.

 

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New IPSOS Research on Mobile Device Usage

New research from IPSOS reinforces the growing trend toward usage of smaller devices.  82% of consumers use a mobile phone, 66% use laptops (now higher than desktop usage) and 17% use tablets.  Marketers must make sure their online campaigns are reaching this audience and their landing pages/web sites are optimized for these devices.

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