There are three key ways in which the industry can do a better job of selling customers on the value exchange they’ll see from sharing their data with brands, writes Scott McDonald, President and CEO of the Advertising Research Foundation.
For CPG brands, valuable business lines and data access can come from unlikely sources. One such example is the Tide laundromat franchise business. Selling laundry detergent and opening laundromat franchise locations may not seem like a cutting-edge marketing tactic … but it’s arguably more exciting than anything happening in the metaverse right now.
Two years of sweeping disruptions – supply-chain shortages, staffing challenges, fluctuating COVID regulations and looming inflation – were tough on consumer packaged goods (CPG) marketers and retailers. But consumers are eager to shop in stores again. As data across touch points converge, marketers have the power to elevate customer experience and increase conversions, writes Gila Wilensky, president of Xaxis US.
The twentieth century saw very little disruption for category-leading brands. Del Monte fruit, Nabisco biscuits, Gold Medal flour, Sherwin-Williams paint, Gillette razors, Lipton tea, Ivory soap – across practically every consumer business, America’s top brands in 1923 were the same category leaders 60 years later. But nearly one century on, those rankings are starting to […]
Pokémon Oreos, limited edition Sour Patch Kids, Heinz Halloween outfits and McDonald’s BTS meals. As brands go all-in on ecommerce and digital data, there’s been a notable recent uptick in their efforts to acquire first-party ecom data by dangling personalized or limited-edition products. Savvy kids might even call them thirsty, even as they enter their […]
Inmar Intelligence is adding mobile to its cart. On Thursday, the retailer-focused tech and data platform reached an agreement to acquire mobile ad platform Aki Technologies to take advantage of the high-growth retail media category. Aaron Kechley, Inmar’s GM of media and SVP of strategy, declined to share a deal price. But he did elaborate […]
The pandemic upended consumer buying habits – and the brands behind these products are not going back to their old ways. Many of the world’s largest food and beverage brands reported quarterly earnings in the past two weeks, and two important themes running throughout those calls was the sharp increase in advertising spend this year […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. The Agency Revival “Broad-based recovery” is the term of the week, repeated in quarterly earnings calls by ad giants like Alphabet, Amazon and Facebook, as well as the publicly traded agency holding companies, which capped off unexpectedly strong years with additional growth in Q2 […]
Getting online shoppers to click and add a product to their cart – and then have that product ship cost-effectively to a customer – is the latest challenge for CPG companies. During earnings calls over the past week, leaders of CPG companies had to answer to investors about their ecommerce strategies, which have accelerated thanks […]
Driscoll’s, the century-old fresh fruit company, is no stranger to change. But the transition to online ordering is a tricky one for the brand. Driscoll’s works with geneticists and fruit growers to hone the tastiest berry varieties, and its sales and marketing arm brings the fruit to market. But its marketing and seed-editing machine is […]
