retail & restaurants

Consumer Behavioral Shifts: Why Your Marketing Measurement Must Adapt in 2022 and Beyond (Event Summary)

Consumer Behavioral Shifts: Why Your Marketing Measurement Must Adapt in 2022 and Beyond (Event Summary)

  • Insights Studio

Consumer behaviors have changed dramatically creating new challenges for brands and their marketing measurement. During this Insights Studio, we explored the measurement challenges brands have faced in the wake of significant consumer changes. We also discussed best practices brands should be using to ensure their marketing measurement is set up for future success as consumers continue to react to major societal change. Executives from OptiMine, an agile marketing analytics provider, Kepler, a global digital agency, and Beachbody, an innovative health and fitness company, shared their observations on how changes in consumer shopping and media consumption behaviors have been reflected in marketing measurement.

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How Brands Can Use an Endorser’s Smile More Effectively

How Brands Can Use an Endorser’s Smile More Effectively

  • JOURNAL OF ADVERTISING RESEARCH

A study on endorsers’ smiles in service-brand marketing brings new relevance to the slogan, “Service with a smile.” But which type is more effective, broad or slight? Researchers analyzed these two different types of smiles and found that they resonated differently, depending on how consumers relate to other people and the brand. Service marketers can use the study’s methods to more easily develop and test their spokesperson’s smile.

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How Will the Internet of Things Affect Retailing?

How Will the Internet of Things Affect Retailing?

  • MSI

Can adding an Internet of Things (IoT) channel help augment retail sales? A new MSI working paper states a resounding “Yes,” but with some caveats. This boost comes primarily from existing consumers and only for certain kinds of products. Adding an IoT channel adds additional benefits, however, including the ability to evaluate consumption patterns, which can ultimately improve supply chain and other operations.

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