According to McKinsey & Company’92s Global Media Report 2015, global spending on media is forecast to rise to $2.1 trillion by 2019. In North America alone spending is expected to exceed $521 billion dollars this year. These are staggering amounts of money and these amounts don’t even include the cost for companies to get the ads created. So how are companies gauging whether or not their ads are working, and delivering a good return on investment?
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Recently, MarketingSherpa asked consumers how they would prefer to receive communications from brands and retailers. The results of the study showed that only eight percent of respondents didn’t want to receive marketing information, which is good for all marketers, right? Two even more interesting points came out of the study that deserve careful consideration if marketers Read More Number of Comments: 1787
Research is often limited to syndicated research bought from large companies like Nielsen, or companies that employ shopper cards, etc. to gain insights about customers and determine how to develop, package, and place their products. Also, even with the best intentions, the decision makers come in with their own preconceived notions of what they believe will Read More Number of Comments: 2602
Now more than ever, marketers must focus their attention on in-store marketing and brand visibility. A 2012 study conducted by Point of Purchase Advertising International (POPAI) found that 76 percent of all purchase decisions are made in-store – a significant increase from the organization’s 1995 study, which placed this figure at 70 percent. The study also found Read More Number of Comments: 2395