Mediaboss Marketing

BOSTON, Dec. 2, 2020 /PRNewswire/ --Growth forconsumer packaged goods (CPG) brands will be driven by online shoppers on a small number of giant online marketplaces as we enter the next phase of worldwide retail, according to How to win in Retail 5.0, a new whitepaper from Edge by Ascential, the data, insight and advisory solution that gives global brands the knowledge to win in digital commerce.

What is Retail 5.0?Edge by Ascential analysts define Retail 5.0 as the fifth generation of retail and the next era of the sector's evolution. This generation is characterized by marketplaces mastering personalization at scale, big data being effectively leveraged, and category domination by fast-paced, agile brand manufacturers.

Two challenges for brandsBy 2025, analysts forecast that online sales will account for 40% of total CPG sales. The dominance of digital marketplaces will mean further digitization and compression of retail channels, creating opportunities for CPGs to win big. Edge by Ascential has identified two priority challenges that CPG brands need to overcome to ensure long term survival: winning at capturing the marketplace shopper and winning at product innovation and delivery.

Three steps for brand growthAccording to the report, CPGs will not win the race to win over consumers with mass personalization, when faced with the huge spending power, motivation and the network effects of marketplaces such as Amazon and Alibaba. CPGs should focus now on which marketplaces are worth operating in and how to deploy winning strategies on those retailers. Edge by Ascential advises a three-step approach to a marketplace-centric growth strategy:

The report also highlights the need for CPGs to review their distribution models, ensuring at least 30% of stock is immediately available for rapid global distribution. Much like commodity traders, who trade inventory based on demand and supply dynamics to maximize profitability, the best CPG firms will allocate inventory to different marketplaces on a daily basis to optimize its yield and must also always meet surges in consumer demand on marketplaces globally, with no out of stocks. Sales events will continue to be a primary source of massive inventory demand surges globally, such as Alibaba's Singles Day or Amazon Prime Day.

Deren Baker, CEO of Edge by Ascential, said:

"The message is clear: if you can't beat 'em, join 'em. As the world becomes a smaller place and the technology gap between the big ecommerce marketplaces and everyone else grows ever wider, we recommend that CPG brands avoid following the crowd on mass personalization and instead focus on implementing an effective marketplace strategy.

In the last five years, Edge by Ascential has worked closely with our CPG partners to create the most effective execution on every major marketplace worldwide that counts. Our Digital Shelf product tracks over 85m products, across 1,000+ retailers in every major market to give our customers the complete, global view of their performance and competitive landscape. We feed this data back to our CPG partners, down to an individual SKU-level, allowing them to react fast, capture opportunities and mitigate lost sales. It is this granular insight, delivered consistently at a global level, that helps our customers outmanoeuvre and outpace their competition online. Additionally, our regional experts around the world help us steer our customers' strategies based on the advancements we witness in more mature ecosystems, such as China."

How to win in Retail 5.0 is available to download here.

ENDS

Media enquiries

For further information, please contact:Will Parrott/Georgie Moreton, Propeller PR[emailprotected]

About Edge by Ascential

Edge by Ascential gives global brands the knowledge to win in digital commerce by providing actionable, next-generation data, analytics, insights and strategic consulting. Its unparalleled suite of solutions - including Market Share, Digital Shelf, Price & Promotions and Retail Insights - enables brands to develop and implement strategies that maximize revenue growth; optimize product listings; increase sales faster than the category and the competition; and drive margin growth. More than 500 global brands depend upon its weekly, daily and real-time data-driven insights.

A subsidiary of Ascential plc, the global specialist information company, Edge by Ascential has more than 400 employees in 10 offices across North America, Europe and Asia. For more information, visit http://www.ascentialedge.com.

SOURCE Edge by Ascential

http://www.ascentialedge.com

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Brands must master marketplace strategies to win consumers, not focus on mass personalization, reveals new report from Edge by Ascential - PRNewswire

Lucy von Sturmer Published 22 hours ago. About a 5 minute read. Image: In 2017, Patagonia took on President Trump to try and save Utah's Bears Ears National Monument | Bob Wick/Bureau of Land Management Brand Provided

The most creative marketers bring their passion to help brands drive positive change. But what does that actually look like? Here are three keytakeaways for marketers looking to stay relevant in a changing world, and take a stand for good.

For many in the creative sector, the promise of working with brands is due totheir storytelling power and potential to drive new narratives narrativesaround belonging, sustainable futures, feminism, identity ... the list goes on.

Within the marketing landscape, the brightest minds flock not to growbusinesses they dont care about, but with the ambition to bring theircreativity and passion to drive positive change forward; using the influence,power and platform of global brands to do so.

But what does driving change actually look like? And how can brands that want tobecome more purpose-driven embrace this change, credibly?

Last month, I curateda conversation at European conferenceOnBrand, to learn more about this with Isabel Crabtree-Condor, Knowledge Broker at Oxfam; RaviAmaratunga Hitchcock, founder of Soursop; Alex Weller, MarketingDirector Europe at Patagonia; and Nadine de Ridder, founder of We AreAll Activists. Here are three key takeaways for marketers looking to stayrelevant in a changing world, and take a stand for good.

While some brands might want to position themselves as changing a narrative,Crabtree-Condor from Oxfam was quick to remind us that a single brand cannotchange a narrative. Narratives are complex, interwoven stories andunderstandings about the world, she stressed; and though we all have a role inshaping narratives, no one actor can drive this change alone.

Reminding brands to stay humble and leave their ego at the door, she emphasisedthe importance of collective action.

If you can accept that a cause isnt something you can hijack or use to makeyourself more visible, then your starting point is radically different. Itsimportant to remember that it's not about you; it's about collaborating withothers and contributing.

Weller, when reflecting on how Patagonia continues to get itright,stressed the importance of making a long-term commitment to anissueand working to understand where and how their resources as a brand can make adifference.

Reflecting on Patagonias approach to supporting The Blue Heart ofEurope the last untamed riversleft on the continent he outlined that the first step was consultation withcivil society organizations and those already at the forefront of change. Heshared:

As a large company, it requires a lot of sensitivity to support people whohave made it their lifes work to generate positive change. So, before anything,our role is to gain a deep understanding of what those on the frontlines aregoing through and what they want to achieve and then ask ourselves: What isthe unique thing we can bring or do to increase the chance of success?

Brands must ask themselves, and be prepared to have an honest answer to, thequestion: Why pursue activism in the first place? de Ridder stressed. Shenoted that while many are eager to claim the position of brandactivist,theyre not willing to pay the price that comes with it. She asserted:

There may be praise and approval; but alsoresistance,lack of recognition,backlashesand canceling. How many brands are truly willing to make this sacrifice to beable to support their claim of wanting to change the world for good?"

Noting the inherent dichotomy between advertising and activism, the conversationquickly turned to reimagining business models. de Ridder dove straight to theheart, expressing her dismay at what she perceives as an inability for mostcompanies to redesign their business to find an authentic place for activism.

Weller echoed this sentiment, saying: Capitalism is fundamentally broken. Aslong as businesses serve one predominantobjective,which is to deliver value to shareholders or to accelerate the growth of theirbusiness in order to sell, then everything that follows behind that issubservient to that need.

Gone are the days when a faint promise to do good would cut it; the game hasclearly changed and the stakes are higher than ever. And with this new landscapecomes new expectations. As consumers, we want transparency; the ability to peelbehind the layers of a company and see long-term commitment to a cause notjust a new campaign.

There are countless studies to back up this shift in expectation: The 2019Edelman TrustBarometeris just one of these confirming that 64 percent of consumers want brands to domore on societal issues; while 76 percent say that CEOs should take the lead onchange, rather than wait for the government to impose it.

Clearly, there are many ways a brand can make a difference; it just requirescommitment, vision and bravery. At a time when were facing multiple crises allat once not to mention, were living in the midst of a global pandemic theneed for brands, and the private sector at large, to play a role in creating abetter future has never been more urgent. In fact, that future quite literallydepends on it.

Published Dec 4, 2020 7am EST / 4am PST / 12pm GMT / 1pm CET

Lucy von Sturmer is the founder of The Humblebrag, a strategic communications consultancy based in the heart of Europe, dedicated to amplifying the voices of change-makers.

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3 Lessons for Brands on How to (Credibly) Drive Social Change - Sustainable Brands

Dublin, Dec. 04, 2020 (GLOBE NEWSWIRE) -- The "Global Online Auto Ad Market: Size & Forecast with Impact Analysis of COVID-19 (2020-2024)" report has been added to ResearchAndMarkets.com's offering.

This report provides in-depth analysis of the global online auto ad, with detailed analysis of market size and growth. The report provides analysis of the online advertising market by value, online auto ad market by value, by type, by format and by region. The report further provides detailed regional analysis of the online auto ad market by value.

Moreover, the report also assesses the key opportunities in the market and outlines the factors that are and would be driving the growth of the industry. Growth of the global online auto ad has also been forecasted for the years 2020-2024, taking into consideration the previous growth patterns, the growth drivers and the current and future trends.

Some of the major players operating in the global online auto ad market are Autohome Inc., CarGurus Inc., Auto Trader Group PLC and TrueCar Inc., whose company profiling has been done in the report. In this segment of the report, business overview, financial overview and business strategies of the respective companies are provided.

Region Coverage

Online advertising provides a platform on which the publisher allows the advertiser to display the company's product advertisement on the website or mobile application. Online advertisement can be segmented in different types, such as web banner advertising, floating advertisements, display advertising, video advertising and many other.

The automotive industry is leveraging increased penetration of online platforms for transforming its marketing skills. The reinvigoration of marketing skills is taking place via the development of online portals, users can visit these portals through online advertisement. In addition, online ad enables an advertiser to highlight vehicle feature to attract new customers and amplify their customer base.

The global online auto ad market has perceived progressive growth in the past few years and it is expected that during the forecasted period (2020-2024) the market would augment at an escalating growth rate. The global online auto ad market growth would be supported by numerous growth drivers such as escalating urban population, growing smartphone penetration, upsurge in the internet of things (IoT) devices, increasing number of video streaming users, increase in digital buyers, an emerging number of internet users and many other factors.

However, the growth of the global online auto ad market would be negatively impacted by various challenges. Some of the foremost challenges faced by the market are audience fragmentation, fraud, piracy & malware and adblocking. Whereas, the market growth would be further supported by various market trends like growth in chatbot technology, rising artificial intelligence technology, etc.

Key Topics Covered:

1. Executive Summary

2. Introduction2.1 Automotive Industry: An Overview 2.1.1 History of Automobile Industry2.2 Online Advertisement: An Overview 2.2.1 Different Type of Online Advertisement2.3 Online Advertisement Segmentation by Media Platform2.4 Online Automotive Marketplace: An Overview 2.4.1 Online Resources Used to Initiate Automotive Research2.5 How Digital Platform Transforming Car Purchasing Pattern

3. Global Market Analysis3.1 Global Online Advertising Market: An Analysis3.1.1 Global Online Advertising Market by Value3.1.2 Global Online Advertising Market by Application (Automotive and Other)3.2 Global Online Auto Ad Market: An Analysis3.2.1 Global Online Auto Ad Market by Value3.2.2 Global Online Auto Ad Market by Type (Programmatic and Direct)3.2.3 Global Online Auto Ad Market by Format (Search Engine, Social Media and Other)3.2.4 Global Online Auto Ad Market by Region (North America and the US)3.3 Global Online Auto Ad Market: Type Analysis3.3.1 Global Programmatic Advertising Market by Value3.3.2 Global Direct Advertising Market by Value3.4 Global Online Auto Ad Market: Format Analysis3.4.1 Global Search Engine Advertising Market by Value3.4.2 Global Social Media Advertising Market by Value3.4.3 Global Other Advertising Platform Market by Value

4. Regional Market Analysis4.1 North America Online Auto Ad Market: An Analysis4.1.1 North America Online Auto Ad Market by Value4.1.2 North America Online Auto Ad Market by Region (the US and rest of North America)4.1.3 The US Online Auto Ad Market by Value

5. COVID-195.1 Impact of COVID-195.2 Impact of COVID-19 on Advertising Spend5.3 Variation in Organic Traffic

6. Market Dynamics6.1 Growth Drivers6.1.1 Escalating Urban Population6.1.2 Growing Smartphone Penetration6.1.3 Upsurge in Internet of Things (IoT) Devices6.1.4 Increase in Digital Buyers6.1.5 Emerging Number of Internet Users6.1.6 Increasing Number of Video Streaming Users6.2 Challenges6.2.1 Audience Fragmentation6.2.2 Fraud, Piracy and Malware6.2.3 Ad Blocking6.3 Market Trends6.3.1 Growth in Chatbot Technology6.3.2 Rising Artificial Intelligence Technology

7. Competitive Landscape7.1 Global Online Auto Ad Market Players: A Financial Comparison

8. Company Profiles8.1 Autohome Inc.8.1.1 Business Overview8.1.2 Financial Overview8.1.3 Business Strategy8.2 CarGurus, Inc.8.2.1 Business Overview8.2.2 Financial Overview8.2.3 Business Strategy8.3 TrueCar Inc.8.3.1 Business Overview8.3.2 Financial Overview8.3.3 Business Strategy8.4 Auto Trader Group PLC8.4.1 Business Overview8.4.2 Financial Overview8.4.3 Business Strategy

For more information about this report visit https://www.researchandmarkets.com/r/ckdmnz

Research and Markets also offers Custom Research services providing focused, comprehensive and tailored research.

Continued here:
Global Online Auto Ad Market (2020 to 2024) - Size & Forecast with Impact Analysis of COVID-19 - GlobeNewswire

Dec 04, 2020

A Bank of America report describes Gen Z as the most disruptive generation ever, due not only to their technological savviness but also for their focus on sustainability and activism.

The report, OK Zoomer, defines the generation as individuals born between 1996 and 2016. Findings are based on a global survey during August of over 14,500 individuals.

Gen Z the oldest of whom are currently aged 24 will surpass Millennials earnings power by 2031, with overall spending power augmented to the Great Wealth Transfer from Boomers and the Silent Generation.

With 45 percent of the group online almost constantly and the overall generation treating internet access as necessary a utility as water or electricity, Gen Z is expected to accelerate some Millennial trends, including e-commerce, shifts toward streaming media and emerging payments, such as cryptocurrencies and mobile wallets.

But Bank of America contends Gen Z are true digital natives and characterizes Millennials as playing catch-up.

One difference is Gen Zs preference for products over experiences. Luxury is seen as a beneficiary as Gen Z gains more clout status symbols continue to matter for the next generation with social media an always on place to measure and compare social makers.

Gen Zs commitment to sustainability stands out, as well, and related headwinds cited for marketers include fast fashion, meat, cars and air travel.

Their activist focus is also evident as four in 10 Gen Zers see themselves as citizens of the world versus just two in 10 Boomers. The report states, They grew up in the aftermath of the financial crisis and flourished as social rights for LGBTQ+ and movements such as #metoo came to the fore.

Finally, Gen Z will absorb the brunt of the pandemics fallout as many enter the workforce.

Bank of America stated, These experiences have shaped Gen Z to be a very different generation from Millennials key activists on climate change, fiscally cautious, valuing luxury/quality over quantity, and better skilled for an automated world. We think financial markets often underestimate these differences, assuming Gen Z to be the same as their predecessors, missing the distinctions that help understand the changing new consumer.

DISCUSSION QUESTIONS: Do you see Gen Z behaving somewhat similarly to Millennials or a step-change different? Will their online proclivity, focus on sustainability, activism or some other trait be the biggest obstacle for brand and retail marketers?

"Unless you're planning to sell only to one generation during a specific stage in their lives, you either have to grow with them or adapt for the next generation of shoppers."

"Sure. Blame the young people again."

"I dont think it will be Generation Z per se so much as the behaviors that they display that will be adopted by the rest of us."

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Will Gen Z be the 'most disruptive generation ever' for retail and brand marketers? - RetailWire

There's no question that few people will be sad to see 2020 in the rearview mirror. However, just because you are ready for the New Year, it does not mean you can sit on your laurels, expecting your current marketing efforts to work in the coming months. Now is the time to learn what's new, what's trending, and how to implement these trends into your own strategy to achieve more success than ever before.

As social platforms continue to grow and provide more opportunities, features, and placements, you can also look at historical trends to figure out what is coming. Because so many brands are actively pivoting to establish a more strategic and increased online presence through social media, it is possible to figure out what is coming and then plan accordingly.

New Placement Opportunities on Instagram and Other Platforms

Social media platforms are actively working to find new ways to monetize. Usually, this means offering new ad placements. One channel you can feel confident will do this is Instagram. Its stories have had huge successes, which means ad placements will likely be available in the coming year.

Even though Instagram has announced no formal plan or ad placement, the platform did release a beta program to some creators in May of 2020, which allowed them to begin earning money from their IGTV channels.

Take Steps to Diversify Paid Social Channels Past Facebook

Facebook recently experienced a massive outage, where ad accounts and set ads were disabled with no valid reason or any notice. With up to 75% of brands paying to promote their Facebook posts and up to 93% of advertisers using Facebook Ads, it is clear where most of social media advertising budgets are being used.

Even if you have a small marketing budget, try to extend your reach beyond Facebook. Test out other platforms, too, such as TikTok, Snapchat, Pinterest, LinkedIn, and Twitter. Take time to learn about each platform and its audience targeting capabilities, best practices, associated costs, and design specifications.

Utilize Pinterest Ad Opportunities

Diversification is a common thread for 2021 social advertising efforts. As you look into other social platforms, don't forget about Pinterest. Even though this site is still considered "up and coming," it is taking steps to expand its available advertising. Take a look at what's available to see if it will work for your company.

Using the Latest Trends to Your Advantage

If you want to ensure your paid social ads have the most reach and most significant impact, be sure you embrace the trends mentioned here. With 2021 right around the corner, now is the time to take steps to maximize your social advertising efforts and achieve better results and more success than ever before.

The opinions expressed here by Inc.com columnists are their own, not those of Inc.com.

Read the original:
Introducing: The Top Paid Social Trends for 2021 - Inc.