CATEGORIES

PERSPECTIVES FROM KERN THOUGHT LEADERS

  • Russell Kern

    Personalized Marketing has long been one of the biggest challenges for marketers — using data to reach the right person with the right message at the right moment, automated at scale — but now it’s experiencing renewed urgency and focus.

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  • Ali Hafiz, Group Creative Director

    I’m not going to bury the lead. The answer is “yes,” you would sell your data, and in fact you already do. The more difficult and nuanced questions to answer are: Exactly how much is it worth, and do you have a choice? In the U.S., this topic is being argued among big tech, consumer advocacy groups, the federal government ...

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  • Savannah McGushion

    Will COVID-19 Help the Grinch Steal Christmas This Year? COVID-19 has completely reshaped the world, and those effects will continue to be felt this holiday season. With financial turmoil and fears of social interaction, it’s a holiday stage even the Grinch himself couldn’t have imagined. Both consumers and retailers will rely heavily on technology to pivot effectively and retain some ...

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  • Boni Peluso, Associate Creative Director, KERN Health

    There are approximately 79 million baby boomers in the U.S., and it’s a pretty even split between men and women. From now until 2030, roughly 10,000 of them will age into Medicare every day. Normally, when we market Medicare to this audience, we imply that retirement is a golden age. We play up to their inherent optimism and suggest that ...

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  • Desmond Burrows, Executive Creative Director, KERN

    Remember trick-or-treating when you were a kid? Going house-to-house in a costume and a mask, with the neighbors trying to guess who you were? We never thought we’d be wearing masks around the neighborhood today (and we have to admit it’s not as fun as we remember). The COVID-19 crisis is raising new questions about identity and privacy. Now that ...

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  • Gabriel Gonzalez

    Consumers already have a lot to consider in 2020, what with a global pandemic and social unrest. So, adding who will be our next commander in chief will carry a lot of weight for most. More than ever, brands must be timely and relevant to ensure their messages are heard and considered. Is Your Marketing Plan Ready? As we gear ...

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  • Boni Peluso, Associate Creative Director, KERN Health

    Access deeper insights into your Medicare audience for more effective communications. It seems like once a person hits 65, they’re lumped into one stodgy category: SENIORS. It’s a most unflattering term, and one this group dislikes, by the way. The Medicare audience isn’t one big homogenous group of mature adults. There are different segments that are influenced by backgrounds, education ...

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  • Denise Cruz-Castino and Ali Hafiz

    Privacy. Tax loopholes. Monopolies. Hacking. Fake news. What do they all have in common? Big Tech and its influence on current consumer mindsets, the economy and state of the media. The big question here is—do Americans care enough to do something to take away that influence? The short answer is yes. Nearly 7 in 10 Americans say it’s time to ...

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  • Matt Clayman

    Say hello to Xoomers, born between 1956 and 1964, who are breaking the mold for what over-50 looks like. Making up over 38% of the over-50 population, Xoomers are a not-so-micro-generation you can’t afford to miss. Not only are they a hefty share of the U.S. older adult population, they’re also responsible for almost a quarter of consumer spending in ...

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  • Tim Hinds

    What's your plan for marketing to people working past 65? As Medicare marketers, we generally target three groups of people. The first, called the “Age-In Group,” is made up of people who are 64 and about to turn 65. The second group is everyone currently enrolled in Medicare. During the Annual Election Period, we try to sway the 10% of ...

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  • Curt Kaneshiro

    Social listening has a variety of applications to help businesses meet their business and marketing goals. It provides marketers with the ability to monitor awareness levels, the competitive landscape, consumer segments, product features and brand sentiment. Social listening also provides marketers with access to near real-time online discussions and posts to quickly address reputation or crisis management issues. As marketers, ...

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