Marketers can’t just pick one side in the loyalty or salience debate. Building salience and creating a brand positioning that drives affinity are both key to maximising marketing effectiveness.
Digital is an important part of the marketing toolkit but recently it’s been under fire. The industry needs to become more transparent and accountable. Brands need to assess communication effectiveness beyond metrics that are difficult to link to business performance.
In a relatively flat market, e-commerce is the one part of grocery shopping that is growing. Last year this growth was 15% to a value of $48bn, and its forecast to rise to $150bn globally by 2025.
Brands have to make tough strategic decisions during an economic downturn. What is the right balance between creating promotions to meet consumer needs and maintaining and building brand equity?
Brands in Latin America and Europe have been faced with the same economic challenges over the past 10 years and can learn a lot from studying each other.
Brands that grasp the ambiguity between local and global, and rational and emotional have done well in Argentina during the economic downturn of the past two years.
Brands need to understand the synergies between TV and digital mediums to build brand equity through digital advertising.
Chile has more than 20 trade agreements with over 50 countries around the world, and has established itself as one of the LatAm economies with the highest disposition to global commercial openness.
The Top 15 Chilean brands are good examples of brands that are leveraging ecosystems that generate value for their consumers across multiple points of contact.
How do brands remain strong in an age of hyperconsumerism and struggling with an uncertain economy? Only the most powerful brands with robust brand equity will continue to make progress.
In Colombia, economic growth is starting to create a middle class and consumers are eager to access a new lifestyle that reflects success that was not available to previous generations.
Why Mexican brands need to push the boundaries of success. Consumers have the power over the purchase decision but brands have the capacity to influence their decisions.
Everything that happens to a business is a consequence of brand influence. Huge influence can mean superb growth. For brands to grow more, marketers need to measure brand influence.
Brands that build on a strong emotional connection to Peruvian culture succeed in Peru. Those that have increased their power by being Meaningful, Difference or Salient have also remained strong during a slow economy.
Brands that develop economic downturn marketing strategies that show empathy and support for consumers will make a long-term connections for future growth.
Peru is one of the world’s most community-minded markets. Brands that highlight the value of the neighborhood, friendship or a sense of nationalism successfully connect with consumers.
If marketers haven’t opened their eyes to the end of the efficiency-driven era, Gen Z and their expectations for digital media suggest they should.
Gen Z, the group just entering adulthood are often labelled as “screenagers”. Similar to early reports on Gen X, there is a good amount of cynicism around this group - but we think it’s misplaced. Gen Z do spend a lot of time looking at screens but they are also a creative, self-aware and resilient generation. Brands should be working hard to gain their attention.
In today’s media landscape, campaigns are complex, multi-phased and use a multitude of different digital and offline channels. It’s important for advertisers to understand the impact that combining multiple media is having on the efficiency and effectiveness of their media spend.
Appealing to Gen Z will require brands to embrace three key paradigm shifts in 2017, and marketers can't afford to take as long to come to grips with Gen Z as they did with millennials.