Digital Advertising – When Too Much of a Good Thing Can Turn Bad
Recent reports suggest that some marketers might be overdosing on digital ad spending. According to Ad Age, a number of major advertisers who have been moving more and more of their ad dollars out of TV and into digital may actually be suffering sales losses as a result.
How to Redefine Customer Loyalty With Churn Analysis
To brand marketers, fostering brand loyalty is a major objective. It’s a commonly held belief that the loyal customer is a brand’s greatest asset—worth far more than the brand switcher, both in terms of the premium prices that they will pay and the marketer’s ability to maintain a stable sales base. However, often marketers assume that an unchanging share of market implies stability in consumers’ brand purchasing habits....
Mapping the chain of influence on consumer choice
With billions of dollars being spent annually on advertising by major U.S. advertisers, there is no question that advertising plays a vital role in building brands and influencing consumer choice. While this principle is widely accepted, nearly every advertiser is charged with quantifying the specific return on investment that advertising and integrated marketing communications generates for brands in-market. Further, marketers are...
The Risks and Rewards of Competitive Advertising
When one brand dominates a category, it’s not uncommon for the “wannabes” to take direct shots at the leader. In the mobile device wars, Samsung launched its “The Next Big Thing” ad, which negatively portrays Apple’s products in comparison to Samsung’s. But Samsung isn’t the only one attacking Apple. Microsoft has also jumped on the Apple-bashing bandwagon by featuring ads that pit Cortana, Microsoft’s audio-enabled smartphone...
Going Native
According to recent research conducted by the ANA, growing numbers of advertisers are increasing their investments in native advertising. This trend is one of several ways that advertisers are using in their attempts to increase advertising effectiveness in a world in which it’s getting ever easier for consumers to avoid ads…