Marketing News Roundup: 4 Trends from Advertising Week and AIM Comes to an End

Marketing News Staff
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​​A weekly roundup of the marketing headlines you might have missed.​​​​​​​

Oct 9, 2017

4 Trends from Advertising Week

Advertising Week New York wraped up in late September and Adweek’s Kristina Monllos compiled the top four trends she noticed from the event.

Trends included:

1. Trump and a post-truth world: “I think it’s harder to be a brand or marketer in the U.S. today than almost any other market because we are living with a divider in chief who has created a completely and profoundly different atmosphere,” said Ben Boyd, president of practices and sectors at Edelman.

2. Authenticity: “Not every business decision should be an economic one. There’s a great need to elevate the national discourse,” says former CEO of Starbucks Howard Schultz.

3. Diversity and numbers: HP CMO Antonio Lucio told Adweek that diversity is a business imperative and a values issue.

4. Digital disruption: Many retailers are now being unseeded by digital disruptors like Warby Parker. “It makes us rethink how we communicate with the next generation,” says Catherine Lacaze, Tiffany & Co.’s vice president of North American marketing.

Source: Adweek

Dove Criticized As Racist for Video Ad

An ad for Dove body wash posted to the brand’s U.S. Facebook page showed a woman of color removing her top to reveal a white woman removing her top, followed by another woman of color, sparking a social media backlash against the company. Dove removed the clip and issued an apology, saying it “missed the mark in representing women of color thoughtfully,” but the apology tweet received 3,000—mostly negative—responses.

The company has been criticized of racist advertising in the past, including a 2011 ad in which a black woman stood under the word "before" and a white woman under the word "after." People on social media noted that both ads were reminiscent of racist ads from the past, such as one from the 1880s that showed a black child bathing in a tub with a white child offering him a bar of soap—which proceeds to turn the child white.

Source: Reuters

Snapchat Still Struggling

Instagram has reached 800 million monthly active users, per Investing.com. This means it's added 100 million users, more than 50% of Snapchat’s user base, in the past half-year.

“If Snap’s global user growth continues to lag Instagram’s, it could become less attractive to advertisers – and since all of Snap's revenue is essentially ad revenue, the company's top and bottom line would suffer,” Investing.com says.

Source: Investing.com

Tech Companies Still Doing Out-of-Home Advertising

Out-of-home marketing was up 3.1% in 2016, according to Outdoor Advertising Association of America, and tech companies were 25% of the top 100, per Adweek.

“The ability to tap into anonymous information about the movement of people as they move about their days empowers OOH to get the most out of every advertising dollar,” Kym Frank writes on Adweek. “In fact, OOH is able to utilize data on a level playing field with PC and mobile advertisements.”

Source: Adweek

Marketing Automation Company Scores $35 Million in Funding

Bluecore, a marketing automation company that has captured 47 billion real-time behavioral events, has secured $35 million in Series C funding from Norwest Venture Partners, per TechCrunch.

The company, which launched in 2013, started as a platform that allowed marketers to manage e-mails via triggers: “With if/then combinations — if the price of jeans drops, send an e-mail to users, for example — marketers were able to set up an automated system of e-mail marketing around their brands and products.”

Since then, it has added a machine learning component and the ability to search for customers interested in certain products.

“We’re seeing significant traction with Bluecore predictive,” co-founder and CEO Fayez Mohamood told TechCrunch. “It’s growing twice as fast than our original trigger-based product.”

Source: TechCrunch

60% of Marketers Use Multi-channel Attribution

The majority of marketers, 60%, are now using multi-channel attribution, according to a report by AdRoll and Econsultancy. This is up from 45% in 2016.

The study found 81% of companies use marketing attribution, with 70% reporting that better budget allocation was the top benefit of attribution, followed by 64% reporting that a better understanding of how digital channels work together was a top benefit, MarketingDive says. “Fifty-one percent of North American companies are applying attribution to all or most of their marketing activities compared to 39% worldwide.”

Source: MarketingDive

Coco-Cola Buys Topo Chico

The sparkling water wars are heating up. Cult mineral water brand Topo Chico now belongs to Coca-Cola after the company purchased the brand from Monterrey, Mexico bottler Arca Continental. Topo Chico will become part of Coke's Venturing & Emerging Brands unit, which manages growth of smaller "high-value" non-soda brands like Honest Tea and ZICO coconut water. According to IRI, Topo Chico is the fastest-growing mineral water brand in the U.S. Currently, Texas accounts for 70% of U.S. Topo Chico sales.

Source: Dallas News 

Baby Back Is Back

Chili's Grill & Bar will once again use its "Baby Back Ribs" jingle to promote the chain's new stripped-down "less is more" menu. The new ads will appear throughout TV, radio and digital platforms and hype the smaller the menu, which is shrunk 40% from its previous incarnation and centers on burgers, ribs and fajitas. "Baby Back Ribs" was first used by the chain in 1986. The latest version of the jingle was created for Chili's by Chicago-based agency O'Keefe Reinhard & Paul. Chili's is part of Brinker International, which operates approximately 1,650 Chili's and Maggiano's Little Italy dining locations in 30 countries.

Baby Back Ribs" Through the Years:

Source: Nation's Restaurant News

Cigna To No Longer Cover OxyContin

Health insurance provider Cigna announced it would stop covering the opioid OxyContin in 2018, citing the ongoing opioid epidemic. In 2016, Cigna committed to cutting opioid use among customers by 25%. More than half of all 33,000 opioid deaths in 2015 were tied to prescriptions. While a company spokesperson says that Cigna says the drug is being removed from coverage, the insurer will review all cases and continue to cover cases deemed medically necessary. The company is also keeping other opioids in its preferred option listings.

Source: CNBC​

One Final Away Message as AIM Goes Offline

AOL Instant Messenger will officially shut down on Dec. 15, 2017 after 20 years of service. "AIM tapped into new digital technologies and ignited a cultural shift, but the way in which we communicate with each other has profoundly changed," Michael Albers, VP of communications product at Oath, wrote in a blog post. g2g.
Source: CNN

Costco Competes on Grocery Delivery

Superstore Costco is offering same-day and two-day delivery options for members, including some lower prices than previously set on the website. The two-day delivery option includes nonperishable foods and sundries through CostcoGrocery, along with a one-day delivery choice through a partnership with Instacart that includes dry and fresh products.

Costco CFO Richard Galanti says the company plans to expand its lower-priced offerings over time.

Source: Fortune


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