Programmatic ad spend is expected to grow to $84 billion in 2019 and $98 billion in 2020, according to programmatic marketing forecasts from Zenith Media. The growth is due in part to better and more abundant mobile ad format options, and the inherent improved efficiency and effectiveness that programmatic trading offers, Zenith suggests.
One-quarter of restaurant and foodservice operators booked higher sales of non-alcoholic beverages in the past year, according to a Datassential report, and retail sales in the category grew 3%, Beverage Marketing Corporation reports. Sparkling water and health-focused beverages are surging in popularity, flavors are growing more sophisticated and restaurants are seeing growth in retail beverage sales.
Avoid getting overwhelmed with floods of new ideas from your boss by understanding that not all of these thoughts require action on your part, explains time management coach Elizabeth Grace Saunders. Discuss with your boss the time commitment required to pursue projects he or she is most eager about to help prioritize the most realistic ones to pursue.
Significant differentiation and strong leadership are key components of a winning strategy for beverage startups, says James Tonkin of Healthy Brand Builders. As many new companies race to grab a piece of a beverage market that's forecast to clock 5.8% in compound annual growth through 2025, Tonkin also notes the importance of a well-defined exit strategy, even for those firms that hope to stay in the market long-term.
Marketing doesn't necessarily need the most technologically advanced methods, such as augmented reality and artificial intelligence, to work effectively, marketing expert Ian Truscott writes. Customers are looking for something simple with a good storyline and great content to help them move forward with the purchase, Truscott writes.
LinkedIn offers a great opportunity to generate leads, with 80% of business-to-business leads coming from the social media platform, Louis Camassa says. With so much focus on Facebook and Instagram recently, Henry DeVries writes, their costs have risen, while LinkedIn's free basic service makes it a cost-effective option for most B2B marketers.
A new report from the ANA Alliance for Inclusive and Multicultural Marketing found that while women make up the bulk of the marketing industry's workforce, they lag in marketing leadership roles. Moreover, ethnic diversity is poor in the marketing industry across the board, especially for African-Americans and Hispanics.
In an effort to remain competitive in the online advertising space, BuzzFeed is offering a feature that gives brands insight in the research and development of new products. BuzzFeed's program, which leverages expert panels to find the most popular potential product, could provide a new stream of revenue for the company.
Diversity and its increasing role in helping brands understand consumers was the topic of discussion at Forbes' 14th annual CMO Summit, with Jay Sethi of Diageo's Smirnoff noting that consumer insight starts with chief marketing officers. "The CMO plays a unique role in creating a culture where we put the consumer first, which means both valuing diversity inside our organizations and exposing our organizations to the outside world," he said.