Each week Pearlfinders US investigates a particular issue that is affecting marketing execs. Below you'll see recent reports, with links to trial access of Pearlfinders if they're of interest.
Specialization versus integration
The marketing press has recently seen a lot of discussion around the merits of specialized agencies, as opposed to full-service shops. It’s felt that large clients want best-in-class agencies for each task, rather than an integrated shop that promises to cover all bases. Exploring interactive technology in exhibition design
Digital technology has had a major impact on exhibition design at leading national museums. In recent years, traditional exhibition design has broadened to encompass a wide range of multi-disciplinary design practices, from audio-visual content to interactive technology. Decision-maker moves in IT and technology
As the only sector to have recorded an increase in marketing opportunities for the last two consecutive quarters, our research shows that the IT sector was responsible for 6.7% of all marketing and PR opportunities in Q1 of 2012. It was also within the top three sectors for decision-maker moves in Q4 of last year, pointing to a likely increase in marketing opportunities for this quarter, now that new budget-holders have settled in. Packaging design
As CPG brands face increased pressure to reduce their carbon footprint and continue to attract customers, the focus is on packaging that provides both commercial and environmental solutions. Whether it’s about reducing packaging weight or facilitating recyclability, companies are expected to commit to sustainability while continuing to deliver on product quality, price and appearance.Priorities in advertising creative
In a media marketplace saturated with creative content, it’s a challenge for brands to find a message that will stand out and be remembered. Brands are increasingly using humorous ads to gain the covetable influence of a viral campaign, or maximizing the opportunity of seasonal events to inspire concepts in advertising.The Pearlfinders Index - Quarter 1 2012
The full data from Q1 2012 - Pearlfinders tracks decision-maker sentiment to gauge the buoyancy of each area of marketing.Digital: Balancing design and usability
With the constant advent of new digital technology, brands face the difficult challenge of ensuring a consistent user experience across multiple platforms. As new devices change the way that consumers search, shop and share information, the need to incorporate flexible and comprehensive usability testing into the design process has never been more prominent.Ethical consumerism
In the context of socio-economic unrest, environmental concerns and ever-present global inequalities, many consumers are putting their purchasing power behind ethical causes. Whether their products are fairly traded or environmentally friendly, many companies have realized that a commitment to ethics is more than moral; it’s good business too.Seasonal Marketing
While many brands take a year-round approach to marketing, for brands in the travel and retail sectors, there are significant opportunities to tap into consumers’ seasonal spending habits. As spring gets underway and summer appears on the horizon, consumers are eager to plan their summer activities.Priorities in youth marketing
Whether it’s through experiential, cause marketing, or social media, cracking the youth market is a worthy investment for brands. While those that succeed in engaging audiences aged 8 to 21 could gain valuable customers for life, the 21- to 35-year-old segment is a lucrative market with a high propensity to spend. Attracting affluent consumers
The Bureau of Labor Statistics’ annual Consumer Expenditure Survey, a comprehensive study of how Americans spend their money, has highlighted the disproportional spending power of affluent Americans. Analysis has pinpointed specific product categories in which affluent consumers account for a strikingly disproportional percentage of purchases – counting cruises, hotels, cosmetics and watches, amongst others.E-retailers discuss priorities for online, mobile and social commerce
With consumer expectations reflecting constant advancements in digital technology, e-retailers are under growing pressure to maximize new opportunities. Although digital, mobile and social commerce offer brands further potential for revenue, the challenge of reconciling functionality with design is a prime concern for multichannel brands.Engaging LGBT audiences
Not only are equality, diversity and inclusion policies becoming requirements for every business, but more and more brands are recognizing the valuable purchasing power of the LGBT community. As a demographic with a high propensity to spend on leisure, travel and commodity items, the annual value of the 'pink dollar' is said to be nearing $1 trillion.The next generation of innovators
In the last ten years, Apple, Google, Facebook and Amazon have transformed not only their industries, but also human culture as a whole. Fast Company has just published its annual list of the Top 50 Most Innovative Companies in the World, and it's not just the tech companies on the West Coast that are making waves. Leisure brands adapt promotional strategies to leverage shift in spending habits
As the economy starts to show signs of recovery, the hangover continues from the change in consumer spending habits that started in 2008. Today's consumer is more deal-savvy than ever, and though they're returning to restaurants, it's now with a coupon in hand. We've spoken to a range of brands in the leisure industry about how their use of discounting and couponing is evolving.Recruitment agencies prioritize thought leadership, content and social media
With tougher competition for jobs, recruitment agencies have become an increasingly vital tool for both employers and candidates, in particular for larger companies facing time-consuming recruitment processes. We spoke to a range of recruitment agencies for their perspectives on the use of new marcoms tools within the industry, as well as their marketing priorities for the coming year. CPG brands seek new ways to engage with US Hispanic consumers
Targeting Hispanic consumers is definitely a key priority among the giants of the CPG industry, and methods of doing so have multiplied and evolved the most over the last five years. All of the brands we spoke to are either investing heavily, or planning to invest, in this consumer group.Responsible food brands to tackle consumer awareness
Customer loyalty is a key factor in driving the growth of responsibly sourced food brands. For the decision-makers we spoke to, the agencies that will gain traction are those that not only share these brands’ values, but can also use knowledge of the industry to help tell a clearer story, and contribute to market-wide education efforts.Financial services marketers prioritize social strategy
It’s fair to say that the financial services industry is naturally risk-averse, but the marketers we spoke to are keen to push the development of social media, providing there is a comprehensive strategy in place to protect the brand. Priorities in CRM
Technological advancements are creating more and more data sources for marketers to exploit, as well as new channels for engagement. Smartphone ownership continues to rise, as do the expectations of customers looking to connect via different platforms - highlighting the importance of maintaining a single customer view.The Pearlfinders Index - Quarter 4 2011
The full data from Q4 2011 - Pearlfinders tracks decision-maker sentiment to gauge the buoyancy of each area of marketing.Next steps in content marketing
A growing topic of conversation over the last year has been content marketing, with channels for delivery ever increasing - from print to live events, and augmented reality to email. Long-debated challenges in how best to produce engaging content that’s relevant to the lives of consumers persist, however. Marketers divided on partnership strategies
It’s evident that there are no hard and fast rules when considering strategies and potential new partnerships for 2012. While partnerships do seem to be taking a greater role in the marketing mix, agencies should be considering the broader business goals when making an approach.America’s Hottest Brands discuss plans for 2012
From the conversations we’ve had with these rapidly expanding brands, it’s evident that aggressive growth strategies are on the agenda for 2012. While many of these businesses have been successful in gaining impressive market traction with little or no ATL advertising, opportunities are opening up for below-the-line services.Market researchers mull mobile, seek improved data handling
Having spoken with shopper insights professionals, it’s evident that while mobile is not believed to have had as revolutionary an impact as the migration from telephone to online, it is nonetheless a top priority. While decision-makers are looking keenly at mobile, there are a number of limitations and restrictions that agencies are yet to satisfactorily address.Airlines prioritize brand following consolidation
From the conversations we’ve had, it’s clear that while emerging mobile technologies like NFC are being considered, there is not yet a rush to push potentially expensive and untested technology. As one marketer said, brand has taken a “back seat” in the airline industry in recent years, so pinning down core brand values is now the priority.Top Toys for Christmas 2011
While many sectors have struggled, in recent months, retail toy sales grew 2% to $21.87bn, thanks to giants such as Mattel, and Hasbro, but also new players and innovations that are furthering the integration of physical products with online games and social platforms. To find out how these brands are fine-tuning their marketing strategy to harness the new ways in which children and parents are finding out about and playing with toys, we spoke to marketers at a number of the brands most in-demand this holiday season.B2B Marketing
B2B markers have long battled with a reputation for producing campaigns that are traditional in style and slow to embrace innovation and new technologies. While this has become an outdated view – a recent report found that 82% of B2B markers now prioritize digital content – there are still lessons to be learned.Prospecting tactics in comms
While on- and offline channels are growing ever more integrated, for prospecting agencies, we found you’re more likely to gain traction with unique insights on a brand’s challenges or audiences, rather than touting the addition of digital solutions to your core skill set.Priorities in Mobile
From the conversations we’ve had, it’s evident that while there are a host of opportunities available to marketers using mobile technology, there are more fundamental issues to address in the first instance. Effectively optimized and understood sites are the top priority, before experimenting with more creative apps and campaigns can begin. Data overload: Marketers discuss CRM, loyalty and social media
The impact of social media and mobile has been the creation of a barrage of data, but IBM has estimated that 90% of real-time data that’s being collected isn’t used effectively. This has led it to conclude that marketers could face a data crisis in the coming years.The Pearlfinders Index - Quarter 3 2011
The full data from Q3 2011 - Pearlfinders tracks decision-maker sentiment to gauge the buoyancy of each area of marketing.Super Bowl sponsors gear up for 2014
From the conversations we've had, it's evident that while providing new client entertainment and advertising opportunities in the intervening years, the deal is still low on the list of priorities for sponsors - but it has opened up wider conversations.Private-label pack design and branding
From the conversations we’ve had, it’s clear the potential of a shift towards own-label brands is well understood by marketers, prompting some to reconsider own label design, in order to create stronger branding and make their products work harder on the shelf.SEO in the travel industry
Six months on from Google’s Panda update, we’ve taken a look at how marketers in the travel industry are viewing SEO currently. The Panda algorithm was designed to reduce the rankings of low quality sites and increase the visibility of higher quality sites, rich in original content. Although the intent was positive, some brands have seen a significant drop in traffic as a result.Agency procurement practices
From the conversations we’ve had, it’s evident that marketers are feeling the squeeze from procurement. But the procurement professionals told us that while the assumption is that they will always be looking to cut costs, they are in fact looking to “add value” and have an appetite for getting the best creative services on board, from both large and small agencies.Social media in retail : the next steps
From the conversations we’ve had it’s apparent that the next step for these industry-leading brands now is to extend conversations and connections beyond individual fans, to understand like-minded individuals in order to penetrate wider networks beyond a single ‘Like’ and its connections.QR codes
From the conversations we’ve had, it’s clear that while there are assurances of a consumer appetite for QR codes, successfully leveraging this is a concern. While some initial forays into QR codes have been seen as “gimmicky”, there’s a fear that not successfully integrating them into wider campaigns could do more damage than good.Priorities in PR
While there is a sense that PR agencies should broaden their offer and skill set across channels – and for the decision-makers we spoke to there is a continuing drive for the integration and alignment of all communications, both traditional and digital – there remains a need for separation between paid and earned comms, in order for brands to top up their “trust bank”.Tourist attractions prioritize digital
Having spoken with some of the world’s most popular tourist attractions, it’s clear that the issue is not getting visitors through the door, as these sites are so well-known internationally. For decision-makers, the focus is on improving guest experience through technology. Social media in the financial services industry
As an inherently risk-averse sector that’s weathered challenging economic changes, mitigating against crisis situations is a top concern. While the benefits of social media are well understood by consumer brands, financial institutions have been more cautious. Multicultural marketing
While many brands feel they have multicultural marketing buttoned up, for agencies able to offer specific insights or associations there are fresh opportunities.Government communications and the deficit
As President Obama finalizes the details of a debt-ceiling increase, communications at state level have never been of greater importance. Citizens are facing the fall-out of widespread cuts and cost-saving strategies, and many are seeking reassurance. Across the US, state leaders and departments are working harder than ever before, on decreased budgets, to keep citizens updated and in the loop as current events unfold.QSR segment seeks game-changing loyalty programs
Agencies prospecting the QSR sector need to be driving the ROI and loyalty message to an audience seeking reassurances. Many marketers confessed to not being “technology leaders”, opening up a huge opportunity for those willing to be pioneers in the space.
The Pearlfinders Index - Quarter 2 2011
Welcome to the Pearlfinders Index, taking the temperature for the second quarter of 2011.
Telecoms industry faces loyalty challenges
With the impact of M&A activity still being felt, the dust is yet to settle in the telecoms industry, leaving a degree of uncertainty and shifting marcoms strategies. For the marketers we spoke to, innovation is the top priority for securing customers, and the brand's future, in this evolving market.
Resurgent automotive industry looks to integrated strategies
With so much development in the automotive industry online, it can be easy to forget the end goal – converting browsers to buyers. While marketing decision-makers we spoke to were looking to better understand and utilize mobile, it’s essential that agency partners don’t lose sight of business objectives when seeking new business opportunities.
Luxury brand owners look to connect with broader audiences, prioritize data
While in the past, there was a sense that appearing in the digital space was “too mass market” and carried the risk of devaluing a luxury brand, there is now a new opportunity for agencies to take a strategic role as brands toe the line between exclusivity and driving sales.
Nonprofits look to commercialize messaging
To gauge the opportunities and challenges facing nonprofits in the current climate, Pearlfinders has spoken to a number of marketing decision-makers across the US, for perspectives on current new business opportunities for agencies.
Shifts in the gambling sector lead marketers to prioritize loyalty, digital
The gambling and gaming industry is preparing for change. Those already active in the market have a head start, but should the law be changed, the door will be opened to new competition. It’s currently estimated that 2m Californians are wagering a startling $13bn a year in online poker, so the potential rewards are abundant.
Consumer brands return to experiential
It’s no secret that in financially challenging times it’s often events and experiential marketing that takes a back seat. Now, as market confidence and spending starts to return in many quarters, consumer marketers are once again seeing the value of a tangible brand experience.
Baby boomers plan for retirement, create new opportunities for marketers
While some view baby boomers as ripe for investment, others were slow to implement new tactics here. But the boomers aren’t getting any younger and agencies with skills engaging with an older demographic are surely set for ongoing opportunities.
Recruitment companies strive to become industry authorities
The job-seekers market is improving, and this has led to increased competition among recruitment specialists vying for the top candidates. While it’s well documented that digital is ripe for development, we found that agencies are also in demand for recruiters’ own brand and PR strategies.Changing perspectives in CSR
With an ever-increasing level of environmental legislation in place, noncompliance has the potential to cost a company in penalties, and naturally, sustainability has taken a more central role in businesses. This shift in corporate perspective is creating new opportunities for comms specialists in the field, as businesses look to leverage their CSR creds.International brands plot US expansion
Among those we spoke to, it was about drawing a delicate balance between the desire to showcase the heritage of the brand and fit seamlessly into a new, and competitive, market.Youth marketers prioritize content
From our conversations, we found that although evolving with young consumers and keeping up with the platforms they’re present across is important, the top priority is content. While cool gimmicks can be engaging, refreshing content and promotions are essential to retain the interest of a user that's being presented with more choice across more channels. Developing new business practices in market research
Neuromarketing and consumer psychology are hot topics at the moment, but how do those procuring research services view these methodologies? Pearlfinders has spoken to companies across the CPG and leisure sectors for perspectives on the changing face of market research, and the impact for agencies operating within the category. Sports bodies turn to agencies for Olympic projects
With the London 2012 Olympics approaching, all eyes are on America’s athletes gearing up for the Games – but so too are sporting National Governing Bodies (NGBs). With a global focus on Olympic sports there's an opportunity for traditionally lower interest sports, and their sponsors, to shout a little louder in the crowd.The Pearlfinders Index - Quarter 1 2011
Welcome to the Pearlfinders Index, taking the temperature for the first quarter of 2011.
Regional carriers mull CRM, digital
Despite ever-increasing air fares, the industry’s set for solid growth this year and regional airlines are still a big contributors. There are around 13,000 regional flights every day with these smaller airlines operating over 50% of the commercial schedule. For perspectives on the challenges and priorities for marketers, we’ve spoken to some of the nation’s regional airlines. Festivals 2011: Keeping cultural heritage center stage
The 2011 festivals season has already kicked off, with South By Southwest closing its 25th anniversary event last month. Sponsors have long been essential to support festivals, leveraging the events in increasingly imaginative ways, but the festival organizers are working hard too.
Brands leverage community spirit for March Madness 2011
Since its inception 20 years ago, March Madness remains one of the most popular and lucrative sports franchises, second only to the NFL’s Super Bowl
Premium Spirits and the New Breed of Discerning Drinkers
The US spirits industry is showing signs of a rebound, with consumers returning to premium products once again.
Mobile Search: The next step for US consumer brands
2011 has already been widely touted as the year for mobile to become cemented as a core component of the marketing mix. So why are marketers hesitant to push mobile search development?
Super Bowl XLV
Super Bowl XLV saw the Green Bay Packers triumph over the Pittsburgh Steelers, but once again advertisers dominated the column inches as the half time commercials came under scrutiny.
The Pearlfinders Index - Quarter 4 2010
Welcome to the Pearlfinders Index, taking the temperature for the fourth quarter of 2010.
Agency Sourcing Practices
This quarter we've spoken with executives at ten of the nation's top 100 marketing spenders, focusing our conversations on current attitudes towards the sourcing of agency support.
The Pearlfinders Index - Quarter 3 2010
Welcome to the Pearlfinders Index, taking the temperature for the third quarter of 2010.
Special Report August 2010: Chinese Importers
Welcome to our third Special Report of 2010. Following research on US Tourist Attractions and Super Bowl advertisers, this quarter we've focused on the largest importers into the US from China.
The Pearlfinders Index - Quarter 2 2010
Welcome to the Pearlfinders Index, taking the temperature for the second quarter of 2010.
Special Report May 2010: Tourist Attractions
For our 2nd Special Research report of 2010 we’ve decided to take a look into the marketing plans at 10 of the top US tourist attractions.
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