Industry Insights
Ideas to Inspire
What’s next in marketing, brand building, media and tech?
- AdAge
- Jessica Hawthorne-Castro
Year after year, marketing industry leaders experiment with and popularize innovative advertising techniques. From the convenient Instagram shopping checkout feature to advertisements centered on social change, 2019 has been a year of constant connection.
- Field Technologies Online
- Justice Erolin
Data without context can lack insights as it only states the obvious—what happened, what was measured, what took place. By 2020, there will be around 44 zettabytes of data—that’s enough data to fill 1.3 trillion iPhones. The larger problem is what to do with the data.
- AdAge
- Jessica Hawthorne-Castro
Many make the mistake of depending too heavily on personalization, creating an expectation that is difficult to achieve. I find that if you use automation to layer a “base” of communication with customers and personalization to provide the “extra touch,” that balance allows you to reach the full potential of your marketing and you are better able to connect with today’s consumers.
- AdAge
- Jessica Hawthorne-Castro
With today’s increased access to quality technology, businesses are constantly searching for ways to improve and tailor their marketing efforts. One development that’s taking the industry by storm is artificial intelligence (AI). Many brands are beginning to incorporate AI into their marketing strategies for more personalized, data-driven outreach.
- TargetMarketing
- Hanna Anderson
Instagram made a big move. What’s the official motive behind testing a social media world with no “likes”?
The CEO of Instagram, Adam Mosseri, stated in the announcement that the test in the U.S. and Canada was “about creating a less pressurized environment, where people feel comfortable expressing themselves.”
- AdAge
- Jessica Hawthorne-Castro
Smartphone usage is higher than ever, with an estimated 5 billion people owning and/or operating a device. With the amount of time the average person spends on their phone each day, there’s a large window of time advertisers could be taking advantage of to get their content in front of their audience.
- AdAge
- Jessica Hawthorne-Castro
With Thanksgiving falling on November 28, the 2019 holiday season is shorter this year. With 27 days between Thanksgiving and Christmas, this compresses all festive holiday shopping into a four-week period filled with a variety of marketing opportunities.
- Forbes
- Jessica Hawthorne-Castro
Podcasts are one of the fastest-growing methods for a business to connect with its current and potential clients and expand its influence and reach. Many people listen to podcasts since they are portable, easy to access and fit into a busy schedule.
- Hawthorne Direct
- Christian Jones
The rise of direct-to-consumer and challenger brands in the marketplace over the past several years has driven a dramatic paradigm shift. This new wave of products, services and subscription models has captured the mind and spirit of U.S. consumers, particularly in the coveted Millennial and Gen-Z audiences.
- Broadcasting & Cable
- Bill Cogar
Connected TV covers a broad range of executions and it can be a very powerful tool in a media mix if properly deployed.
As consumers increasingly utilize streaming and connected TV services, either as a substitute for linear or as an extension of their TV viewing, connected TV advertising is proving to be a versatile channel in a brand’s overall marketing strategy.
Resources
Hawthorne has been a leader and pioneer in Brand Response Advertising and Direct Response Marketing for 35 years.
Our rich history of measuring audience response and applying data-driven attribution and analytics to optimize campaigns provides us with an unparalleled depth and breadth of experience. Some of that experience is shared below in this Resources section.
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