It is time to inject some realism into the post-Cold War era of geopolitical rivalry.
Sen. Cantwell Says Privacy Bill Could Protect Against AI Harms
Senator Maria Cantwell said Monday that a federal privacy bill she introduced could help protect people from discrimination fueled by AI.
It’s Time to Dispel the Multicultural Media Scale Myth
Over the past few years, there has been an industrywide rallying cry about the yawning investment gap between the general market and minority-owned media. Nearly every marketer and media buyer agency has pledged a more diversified spending approach. At the same time, major investors including Tyler Perry, Robert Smith and Byron Allen, as well as…
ABC Makes Last-Minute Changes to Fall Lineup Amid Ongoing Strikes
ABC is making last-minute changes to its Golden hour. Today, Adweek learned that ABC is shaking up its fall lineup ahead of its September premieres, with the highly-anticipated The Golden Bachelor moving from Mondays to Thursdays. The network had previously planned on a reality-heavy fall schedule, seemingly trying to get ahead of any delays caused…
Expect the Absent Trump to Dominate Wednesday’s GOP Debate
When you have a 40-point lead in the polls and 100% name recognition, why risk getting on the stage?
Ad Trade Bodies Campaign Against California Delete Act
Multiple industry trade bodies voiced their opposition to the proposed Delete Act (SB 362) in a letter to California lawmakers late last week. The bill–introduced earlier this year–enables California residents to make a single request to delete their data from every data broker registered with the state. Introduced by Sen. Josh Becker, the bill will…
TikTok Ban Justified By Concerns Over Data, Montana Argues
Montana’s TikTok ban aims to protect consumers from the app’s “data-harvesting practices and ownership by a hostile foreign government,” the state attorney general argues in a new court filing.
Horizon’s Night Market Names CD&TO, Expands Data/Tech Team
Three years after launching pure-play ecommerce unit Night Market, Horizon Media is expanding its team, adding a Chief Data & Technology Officer and making several other senior appointments.
Samsung Announces First Video Game To Support HDR10+ Standard
“The First Descendant,” a free-to-play game developed by Nexon, will be the first-ever official release to support Samsung’s HDR10+ gaming standard, a higher-quality experience the company initially
announced in 2021.
announced in 2021.
Marketing Plan Actions To Retain Profitable Brand Users Who Are Brand Loyalists
1) Focus on product development, messaging and customer service to retain profitable users
2) Create organizational alignment around customer non price promotion value
3) Invest in marketing
actions and marketing assets to generate profitable revenue
….and drive profitable company growth via focus on brand loyalists.
4) Focus on improving customer assets like influencer
marketing and purpose branding
because they have impact on long term profitable growth especially among Millennials
and Generation Z* who make up over 50% of US residents.
5 Create
digital media complements to traditional media so it has a complementary impact
on long term profitable growth.
6) Maximize messaging and product and services availability to continuously
reach
profitable buyers.
7) Place more emphasis on distinctive brand assets (Jingles, logos, all forms of sonic branding,
purpose branding, influencer marketing) and less emphasis on
competitive differentiation.
8) Invest in high reach marketing against current and prospective brand loyalists.
9) Take advantage of consumer heterogeneity to maximize loyalists ..current
and potential.
10) Find consumer segments that have higher responsiveness to messaging to create
sustainable profitable growth.
11) Take advantage of Covid where consumers have been
forced to try new brands,
thus providing opportunity to acquire new loyalists.
12) Remember that there are data which proves that investing in long term brand building
via advertising,
media and brand activation strategies are mission critical for long term
profitable growth.
13) Make sure creative briefs include consumer perceptions ,feelings,,and attitudes
because
two brands, Miller Lite Beer and the Visa Card created loyalists by doing that*
14) Target consumers who respond to brand advertising not price promotion advertising
to drive greater
interactive impact with your brand.
15) Prioritize non price driven users since they drive profitable revenue growth ,both short
term and over time.
16) Associate your brand with
purchase occasions that are relevant to loyalists.
17) Create messaging programs that facilitate customer recall leading to profitable
purchases by loyalists.
*A more accurate
description of GenerationZ: Screenagers…because they are the first
population cohort to grow up with nothing but screens of all kinds in their line of vision.
2) Create organizational alignment around customer non price promotion value
3) Invest in marketing
actions and marketing assets to generate profitable revenue
….and drive profitable company growth via focus on brand loyalists.
4) Focus on improving customer assets like influencer
marketing and purpose branding
because they have impact on long term profitable growth especially among Millennials
and Generation Z* who make up over 50% of US residents.
5 Create
digital media complements to traditional media so it has a complementary impact
on long term profitable growth.
6) Maximize messaging and product and services availability to continuously
reach
profitable buyers.
7) Place more emphasis on distinctive brand assets (Jingles, logos, all forms of sonic branding,
purpose branding, influencer marketing) and less emphasis on
competitive differentiation.
8) Invest in high reach marketing against current and prospective brand loyalists.
9) Take advantage of consumer heterogeneity to maximize loyalists ..current
and potential.
10) Find consumer segments that have higher responsiveness to messaging to create
sustainable profitable growth.
11) Take advantage of Covid where consumers have been
forced to try new brands,
thus providing opportunity to acquire new loyalists.
12) Remember that there are data which proves that investing in long term brand building
via advertising,
media and brand activation strategies are mission critical for long term
profitable growth.
13) Make sure creative briefs include consumer perceptions ,feelings,,and attitudes
because
two brands, Miller Lite Beer and the Visa Card created loyalists by doing that*
14) Target consumers who respond to brand advertising not price promotion advertising
to drive greater
interactive impact with your brand.
15) Prioritize non price driven users since they drive profitable revenue growth ,both short
term and over time.
16) Associate your brand with
purchase occasions that are relevant to loyalists.
17) Create messaging programs that facilitate customer recall leading to profitable
purchases by loyalists.
*A more accurate
description of GenerationZ: Screenagers…because they are the first
population cohort to grow up with nothing but screens of all kinds in their line of vision.