Unilever is focusing on local products in response to the “return of nationalism” among consumers and appetite for local products. Speaking on a results call today (26 January), Unilever’s CEO Paul Polman said it has seen the world become more “multipolar” with local tastes and nationalism playing a bigger role in consumers’ lives. “This is …

Marketers and publishers have yet another variable to consider as academic research suggests that genes may play a significant role in how people engage with online media alongside environmental factors. A study of online media use in 8,500 teenage twins, published in the journal PLOS ONE, compared identical twins (who share 100% of their genes) …

  Gebrek aan transparantie en onduidelijkheid over gebruik van data werken insource trend in de hand. Hoe bepaalt technologische verandering de agenda van de marketeer? Die vraag staat centraal in het Digital Marketing Innovation Research rapport van IAB Nederland. Het  rapport is opgesteld in samenwerking met IAB’s vaste onderzoek partner Deloitte Digital en beschrijft de …

Put aside engagement, site visits, and app downloads for a second. Companies, instead, should focus on generating “wantedness,” according to a new study by Wunderman. Here’s the context: Traditionally, loyalty has been measured based on consumers’ affinity to a particular brand. Wunderman’s study, “Wantedness,” reverses that concept, maintaining that brands must use data and technology …

Marketers need to do a better job at marketing the value of marketing to the rest of their business. First step? Lose the jargon, says Thomas Barta, marketing leadership expert and co-author of leadership book ‘The 12 Powers of a Marketing Leader’. Great marketing communication is jargon-free so the customer message makes it through loud and clear. So why do …

Only affluent millennials truly exhibit different characteristics from older generations and non-affluent millennials, according to BBC research that also identifies a sub-group among their number who respond strongly to brands. Numbering around 29 million – out of a worldwide millennial population of 950 million – these “super-charged” affluent millennials are crucial to brands, the research …

Zaken als productkwaliteit en duurzaamheid zijn veel belangrijker. Er bestaat een gebrek aan merkloyaliteit onder 18- tot 34-jarigen, zo zeggen onderzoekers op basis van onderzoek gedaan door het Amerikaanse bureau YouGov en cloudbedrijf  GT Nexus. Volgens het onderzoek geeft 67 procent van de Amerikaanse millennials toe dat ze in de afgelopen 12 maanden hun favoriete …

Despite efforts to promote the value of marketing within businesses, Marketing Week’s annual Career and Salary Survey shows there is still a lack of understanding and appreciation for the discipline, at a time when gaming and gambling is revealed as the best paid sector for marketers. Marketing is still seen as a cost rather than an investment …

Byron Sharp’s focus on and commitment to law-like rules leaves him open to challenge, but where would marketing be without them? There’s nothing like starting the year with some heavyweight marketing fisticuffs. That was obviously what was going on in Marie Oldham’s head at the turn of the year as she penned her wonderfully hostile article …