The Truth About Innovation, with IPG Media Lab

IPG Media Lab works with some of the world’s largest brands to drive innovation in media, marketing, and business models. As the dedicated innovation initiative of the UM family of agencies, they’ve worked with companies of all sizes, across numerous verticals. Chad Stoller and Adam Simon of IPG Media Lab discussed the types of conversations they have with marketers around innovation, gave us a behind-the-scenes look at how IPG Media stays innovative, and asked whether one can truly measure innovation success.

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SEO in 2021: To Keyword Clusters, and Beyond!

SEO was a lot simpler in a less-crowded marketplace; you could optimize by keyword for your product, industry, or customer demographics and watch your traffic grow. In 2021, however, not only is the online space left with little metaphorical keyword elbow room, but search engines have gotten smarter to keep up with consumer demand. People search more conversationally due to voice assistants like Alexa and Siri, and AI-powered chatbots learn more as they’re being searched, which also contributes to a natural semantic search style. If marketers want to make sure their SEO efforts are being noticed, there are several ways to do this, all of which embrace this more casual way of searching consumers are employing – “long-tail keywords,” those with fewer search results but a higher conversion rate; “keyword clusters,” which group product identifiers that can single out your brand; “natural language processing (or NLP)” which rely on qualifiers like “what” and “where” to make a search less-robotic, and the overall conversational style that voice search and chatbots have made more prominent as of late.

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Pulse Issue 11

The Claw IS the Law: Alcohol Trends Leading up to 2020

November 2019

According to drinks market analysts ISWR, global alcohol consumption has declined by 1.6 percent, especially in sectors such as wine and beer. Spirits and other specialty drinks are on the rise, however, and IWSR actually predicts 5 percent growth in the industry over the next three years. The takeaway? Like in so many other industries, disruptors are embracing change and taking over markets that have grown stale with sameness – and they’re doing so at a time when consumers are both seeking and facing constant change. Read on to discover more about these disruptor brands and shifting consumer trends in the alcohol space.
Analysts predict that the hard seltzer market will quintuple in size to $2.5 billion by 2021. All that is impressive, but the real standout stat is that about 75 percent of the segment’s 200 percent growth in the past year has come from just one month: July of 2019. So the question in this edition of AdRoll’s Unrolling is: how did the White Claw brand erupt out of nowhere to create a movement?
Almost every major brewer and spirits producer has jumped onto the hard seltzer production game. Not only are they popular with a large portion of the Millennial market, but these types of drinks appeal to consumers across ethnic categories.
Beverage Dynamics’ 2019 State of the Industry Survey painted a diverse picture. Some topics consumers and brands aligned on: the use of cans; the popularity of brown spirits and rosé wine; a slowdown in craft beer; premium everything; the rise of tequila; Ready-to-Drink (RTDs); private label; single-barrel; “healthy” alcohol; and the ubiquity of Tito’s vodka.
Thanks to a few legal loopholes (along with some recent legal wins) online alcohol brands such as Haus, Empathy Wines, and One/Vodka (owned by Pernod Ricard) are beginning to create a new growth playbook using D2C tactics.
Millennials spend less money on alcohol than previous generations, according to a NerdWallet analysis of a 2017 Bureau of Labor Statistics' Consumer Expenditure Survey. In an attempt to win millennials over, some brands are marketing their alcohol as wellness drinks, from "wellness beers" meant for athletes, to paleo-friendly and keto-friendly natural wines. An artisanal mezcal brand, which calls its alcohol a "clean spirit," claims one ingredient can regulate mood, act as a natural anti-depressant, and improve overall sexual well-being.
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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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