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Posts Tagged ‘Association of National Advertisers’

Retailers’ Mobile Products Get Smarter

Lowe's Iris System Final“Smart is becoming the synonym for connected, and data is the new currency. There’s a shift towards digital data and having products doing things on our behalf. We’re moving towards a post smartphone era of having 50 billion connected devices, where siloed data streams will be combined for a seamless customer experience”, said Shawn DuBravac, chief economist and senior director of research for the CEA, Consumer Electronics Association, and author of the book Digital Destiny.

DuBravac was speaking at ANA/Association of National AdvertisersMobile First, Mobile Everywhere Conference recently in New York. “Approximately 65% of mobile use now is non-communication, such as shopping”, he added. Presenters from retail giants Walmart and Lowe’s discussed how their brands are keeping up with homeowners’ and shoppers’ growing mobile demands.

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Consumer Brands’ Mobile Products Get Smarter

Heineken Share the Sofa“Mobile is the closest you can get to consumers. Our positioning is based on mobile’s personalization, pervasiveness and proximity to users.”

So said Greg Stuart, CEO of MMA (or the Mobile Marketing Association). He spoke at ANA/Association of National AdvertisersMobile First, Mobile Everywhere Conference on Tuesday in New York.

“Now consumers expect that they can fulfill more needs via mobile. During ‘mobile moments’ throughout the day and night, their wishes are met through mobile devices”, said Josh Bernoff, Forrester Research Inc’s SVP of idea development and author of The Mobile Mindshift. Consumer brand presenters from Starwood Hotels & Resorts, Heineken USA and Timex detailed their companies’ smart mobile initiatives that address customer’s desires 24/7.

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Social Responsibility in the Global Spotlight

Corporate social responsibility and marketing with a higher purpose were central themes at the Global Marketing conference on Wednesday in New York. The event, hosted by the Association of National Advertisers and World Federation of Advertisers, was held during Global Marketer Week. Senior marketing executives from around the world discussed how CSR applies to their brands.

“The fundamental shift to purposeful marketing from the 1970s mantra to deliver shareholder value is now underway,” according to Marc Mathieu, marketing SVP at Unilever. Jim Stengel, former global marketing officer at P&G, further noted the need for a new business model since “only nineteen percent of Americans have confidence in big business, according to a Gallup poll.”

More talk about why CSR is so important these days after the jump.

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Research: People Are Merely Shells of Their Former Selves Without Their Mobile Devices

Mobile device use in a Geico ad

The expression “absence makes the heart grow fonder” is as true for our relationships with mobile phones as it is with each other. That was clearly evident based on recent research conducted by MediaVest and presented at the Association of National Advertisers’ (ANA) Mobile Marketing conference on Tuesday in New York. MediaVest’s Richard Hartell, EVP, and David Shiffman, SVP, discussed the findings.

A deprivation exercise was part of MediaVest’s research approach. They took participants’ cell phones away for a day and noted their reactions. It wasn’t pretty. They reported feeling “lost”, “bored”, “impatient,” and “disconnected.”

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Creating A Buzzword-Free Zone

Mynt PR has done a survey of sorts to find the 100 PR buzzwords that ought to get the kibosh. The two that came out on top:  “game changing” and “cutting edge.” Others on the list include “synergy/synergize,”  “turnkey,” and “buzzwords.” All worthy choices.

Doing away with horrible catchphrases was also a topic of conversation at the recent Association of National Advertisers conference. Starcom MediaVest Group conducted a Facebook poll to determine the least favorite buzzwords and came up with “glocal,” “go viral,” “on the same page,” and “out of the box,” reports The New York Times.

Everyone agrees that marketers need to do away with meaningless jargon, yet marketers keep using meaningless jargon. Sigh. We’ll start with baby steps: Which words do you promise to do away with?