RPA's humorous Halloween campaign for Farmers Insurance features the undead in the form of a vampire, zombie and a mummy telling people to talk to the brand about life insurance. The push is running across digital including Facebook and Instagram.
Music can form a connection with consumers as they continue to turn away from traditional advertising, according to Jennifer Breithaupt, Citi's global consumer chief marketing officer. Citi has also seen positive results from experiential marketing and its digital transformation, Breithaupt said.
Fifty percent of Bank of America's mortgage applications will be digital by 2019, the bank predicts. BofA and Wells Fargo added digital applications this year, and 28% of September applications were digital at Wells Fargo.
Technology has led to 100,000 job cuts at Bank of America since CEO Brian Moynihan took over in 2010, Moynihan says, calling introduction of the iPhone a game changer. Nearly 26 million customers use BofA's mobile banking app.
Mobile advertising investment will account for 43% of all US ad spend by 2020, hitting $113.21 billion to TV's $69.52 billion, and will take a larger share than all traditional media combined, eMarketer predicts. "Even the strongholds of TV, such as live sports and news, are starting to move online, and people are consuming them on the go through mobile devices," says eMarketer's Martin Utreras.
Joe Panepinto outlines research that surprisingly finds little correlation between a brand's negative social-sentiment analytics score and how consumers actually feel about the brand. The type of consumer who posts on social tends to hold more extreme views than the average person, and advertisers should therefore not rush to fix a problem that might not exist, he writes.