Marketers will spend nearly $180 billion on media this year, and about $48 billion of that will be allocated toward digital channels.
In this research, Dstillery and MassMutual will issue new insights into the patterns of consumers' cross-device usage, including how consumers engage within the financial and health product industries, and combine physical and digitally defined segmentation that can be employed to connect with potential customers.
Today's brands face an apparent choice between two evils: continuing to slash their increasingly ineffective advertising, or putting blind faith in the supposedly mystical power of social media, where "likes" stand in for transactions and a mass audience is maddeningly elusive.
Mike Sullivan, SVP of marketing at LoJack, and Ian Fitzpatrick, chief strategy officer at Almighty, will share the story of how their teams used an organizational rebranding effort to rework not only how the LoJack brand looks and talks, but also how it acts.
What's deeper than a consumer's shopping and buying behaviors online? Deeper than social media "chatter"? Deeper than what semiotics software (sentiment analysis) can hope to pick up?
The Rockettes case study will share insights around this iconic brand, from developing a relevant brand voice to successfully connecting with a new generation of young dance fans every day.
It is undeniable. Technology is now impacting lifestyles, storytelling, and of course brands and their businesses.
Consumers have embraced digitally disrupted lifestyle, bringing digital tools, services, and platforms into their lives at unprecedented speed.