Like any art form, movies are a mirror of our society. And as the U.S. continues to evolve into a minority-majority nation, studios are challenged to produce stories that reflect the changing faces of American moviegoers. By Hilary Dubin / Univision Insights

So what is the Hispanic Millennial Mistake? The mistake is when a Brand manager or marketer decides to focus the majority of its marketing dollars on a bicultural, bilingual Hispanic millennial and thus, shifts a large portion of Hispanic marketing dollars away from its core Hispanics base; that’s if a Brand has one. Many Brands are barely beginning to market their products to Hispanic and now they just want to focus on Hispanic millennials.  By Jose L. (Joe) Lopez -  Lopez Marketing Group

We all know that creativity matters when it comes to advertising, but I will bet that this is where the agreement stops. Is creativity a means to get attention, a means to focus attention on the brand or a means to accentuate an impression of the brand? In reality the answer is all three.

Isolating and diagnosing the effectiveness of your brand’s communications can be difficult even on familiar ground. With Hispanic consumers, even more variables are in play. These are the most common mistakes brands are making in measuring Hispanic campaigns — and how to avoid them.  By Aleena Astorga Roeschley - Communicus, Inc.

What do my customers want? The savviest executives are asking this question more frequently than ever, and rightly so. Leading companies understand that they are in the customer-experience business, and they understand that how an organization delivers for customers is beginning to be as important as what it delivers.

Leaders struggling to find capital they can use to drive growth may want to look at all the investments they’ve made in the name of loyalty. That’s because loyalty programs typically cost more, and deliver less, than many realize.

Today’s consumer goods industry was built on brand marketing. For decades, the focus was on high-impact campaigns across TV, billboards and radio, with companies seeking to develop slogans and brand narratives that resonated with consumers of all ages and backgrounds.

Traditionally, brands have the option of either cutting cost or putting up prices to boost margins are deciding to go for a more premium positioning.

As retailers begin to expand beyond geographic boundaries, they also face pressure from consumers to “keep it local.”  Balancing globalization with localization has quickly become a priority for retailers looking to connect with their customers both in home markets and abroad.

CMOs are getting a lot of attention from the trade press these days, where writers drag in the usual suspects -- Big Data, analytical skills, experiential marketing, Instagram, programmatic buying, Facebook, mobile platforms, Millennials, AI, Virtual Reality, etc. -- to demonstrate how CMOs need to become superhuman masters of everything new and challenging, pushing themselves and their marketing organizations to achieve higher levels of marketing and technological sophistication.  By Michael Farmer

Consumers are loyal to brands that respect their privacy, and that demonstrate their trustworthiness by safeguarding customers’ personal information.

An in-depth analysis of the current state of media ROI analysis has found that while progress has been made toward development of methods that enable near real-time cross-platform attribution and ROI analysis, much work still needs to be done and few viable integrated systems for looking at consumer behavior cross-platform are yet available.

Picture the scene: you’re trying to share a video with a couple of friends to illustrate a point you’ve been arguing about for the last half hour. As the video loads, an ad pops up at twice the volume of what you’ve been playing before. You groan and turn the volume down, but you’ve missed the chance to skip the ad and get bounced to your browser as the brand site loads. You switch back to YouTube but the conversation has moved on and your friends have lost interest. Advertising has ruined the moment.

If one were to equate the difference between the 4As and the ANA -- the two associations which govern the ad/media agency and brand marketer communities respectively -- to the differences between the Confederacy and Union states, the case for, or against, transparency should become abundantly clear.  By David Smith and Tim McHale

According to Ted Rubin, Chief Marketing Officer, Brand Innovators,  “… a Return on Relationship is the value that is accrued by a person or brand due to nurturing a relationship over time…. and this true relationship connection will pass through to the consumer.”

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