TV's Watershed Moment, with TVSquared

In 2020, as the world was on lockdown, consumers reignited an old relationship – with their TV, that is. Today, we’re joined by Bob Ivins and Jo Kinsella of TVSquared to discuss the rebirth of television, and what it means to advertisers. Bob and Jo explained why Direct-to-Consumer brands are turning to TV in droves and gave their opinions on when we might finally see fully-addressable TV ads.

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Marketing 2021: Trends and Predictions for the New Year

Now that 2020 has officially come to a close, marketers are hoping to move beyond the necessary survival mode tactics that challenged the world in the past year. Looking to the future is no easy task, however – despite the arrival of a new year, the lingering effects of 2020 will need to be taken into account as brands pivot to new strategies and tactics. Though planning for post-COVID-19 marketing has begun, the actual pandemic hasn’t ceased, and a continuing focus on digital will be necessary both now and later in the year. Likewise, the social justice and awareness initiatives that arose as direct responses to the unrest in 2020 must now become part and parcel of every successful marketer’s overall branding. The resources collected in this issue of Pulse share where marketers should focus their energies and advise how they can continue to adapt to the world’s present challenges.

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Pulse Issue 7

Honey, I Shrunk the Data

July 2019

Big Data revolutionized marketing with the sheer volume of consumer insights that could be gleaned from massive data sets. For years this has aided marketers in their targeting and campaign design. While big data works fantastically on large consumer groups and demographics, it lacks the ability to understand and then target the individual with personalized information more reflective of the actual buyer. Enter small data, which takes the giant store of data collected and makes it easier to analyze, act upon, and uncover consumer trends. The resources here discuss how to successfully use small data, both on its own and in concert with big data.
As we reach the point where most forward-looking businesses have “digitally transformed” and successfully used the vast amount of data to their advantage, the foundation is shaking. Interestingly enough, the main factors driving this change are the consumers providing much of the data, and the technology that has made use of it. This examines each of these elements, and the path forward for businesses to use data in the best way possible.
Marketers strive to design customer experiences that leave lasting impressions, drive conversions, and keep customers coming back for more. But do they rely too heavily on big data instead of honing in on the specific actions that drive customer engagements? A Forrester survey found that nearly a third of digital marketers rely completely on big data.
Big Data is created in untold ways – transactions, clicks, IoT devices, etc. Small Data is gathered through primary research. This paper from Vision Critical unpacks what each of these buzzwords means and outlines why it’s important to use both to really understand your customer.
Big Data is created in untold ways – transactions, clicks, IoT devices, etc. Small Data is gathered through primary research. This paper from Vision Critical unpacks what each of these buzzwords means and outlines why it’s important to use both to really understand your customer.
In the drive to harness data to scale and enhance customer relationships, companies are beginning to question whether the customer has been lost along the way. Instead of truly listening to the voice of the customer, respondents say they often face data paralysis and resort to making decisions based on assumptions. While there isn’t an easy solution, some believe it begins with making big data smaller.
This explores the potentials of small data, which holds a fortune that marketers may have overlooked. It looks at the things companies are not able to find to truly know what their consumers want or the little things they do — their culture, religious affiliations — on a small scale.
Are you an ANA member with a research request? Contact Ask the Expert to submit your question.

About ANA Marketing Futures

Knowing that marketers are increasingly challenged in their efforts to keep up with the latest trends and technologies, the Association of National Advertisers (ANA) tasked itself with creating a program designed to help marketers anticipate—and prepare for—the future of marketing.

 

ANA Marketing Futures is what emerged. With a focus on innovative topics and emerging trends, ANA Marketing Futures provides resources that will influence and inform via member cases, research studies, and insight from industry innovators. Check back often to learn about emerging trends and become inspired to take steps toward the growth of your business.

 

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