"When it comes to systems, the tools and infrastructure behind marketing are evolving, too. Mondolez, the maker of Oreos is investing $40 million in an AI platform designed to reduce ad production and other marketing costs by 30% - 50%. Kraft Heinz and Coca-Cola are already using AI to create some of their ad campaigns. Meanwhile, the ad-tech ecosystem is under strain."
"And of course, you can't ignore the shifts in consumers themselves. There's the shifting demographics of the population. And along with that, many consumers are leaning more heavily into their identities, and infusing that as part of their decision making process. Consumers are also less likely to assimilate to "fit in," and are expecting brands to acknowledge the ways in which consumers are different, rather than treating everyone as if they are the same."
Markets are evolving while marketing systems and consumer behavior shift, forcing brands to change playbooks. Marketers are reworking marketing mixes to address the rise of influencers, short-form content, and growing demand for authentic, less polished media. Platform preferences and engagement methods are changing rapidly. Companies are investing in AI to lower ad production and marketing costs; Mondolez is investing $40 million in an AI platform aimed at reducing costs by 30%–50%, and Kraft Heinz and Coca-Cola are using AI for ad creation. Ad-tech strain and payment practices pressure cash flow. Demographic shifts and identity-driven preferences mean consumers expect brands to acknowledge differences rather than treating everyone the same.
Read at Forbes
Unable to calculate read time
Collection
[
|
...
]