Category: In the News

It’s difficult to know how marketers should manage this current moment. It’s not just a matter of a potential economic downturn that could hurt consumer sentiment and ultimately consumer spending. It’s not just tariffs and the topsy-turvy nature of the Trump administration. It’s a lot for marketers to manage. Even though they expect chaos, they need guidance.

To get a sense of how some marketers, agency execs and industry analysts are figuring out this moment, we asked them for their dos and don’ts. Here’s what they’re thinking from industry players who’ve managed the chaos before: 

Kerri Kauffman, CMO of Willow Innovations

Do: Continue to be flexible. Don’t be afraid to move dollars around and try as hard as you can to preserve your total budget. Being open to trying new things, testing, continuing to test, pivoting and thinking about optimization [are important.]

Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.

,Read More

Is it time for yet another reset in how marketers and their media agencies need to approach media investments thanks to changing consumer habits? Horizon Media certainly is proposing that, with new research it is unveiling today that shows millennial parents of Gen Alpha children are consuming content and advertising in completely different ways. 

Independent media agency network Horizon tapped into its in-house research unit WHY Group and social and influencer arm Blue Hour Studios to generate what it’s calling “The New Media Multiverse,” a study that Digiday was given a first look at. In short, the research indicates that millennial parents — the first generation of digitally native consumers — and their Gen Alpha kids — who the study describes as “algorithmically native” because they’re used to being served content from platforms based on their tastes — have an influence on each other’s consuming habits unlike prior generations. 

This is a member-exclusive article from Digiday. Continue reading it on digiday.com and subscribe to continue reading content like this.

,Read More