Marketing | HispanicAd.com

Customer centricity: Easy to talk about, hard to implement

August 06, 2019

Making customer-centricity real requires significant changes to retail operations, from how we define brands to how we drive innovation and manage the customer relationship. Merely articulating a new strategy does not deliver change. Rather, it’s the challenging work of modifying organizational structures, processes and systems — how people actually do their work — that delivers a new reality. At NRF NXT, we began to map out what realizing such changes might entail.

Insight into the Power of Multicultural Marketing from Ayiko Broyard

August 06, 2019

The ANA sat down with Ayiko Broyard, EVP of client services at Walton Isaacson, to get her insight on the power of multicultural marketing ahead of the ANA 2019 Multicultural Excellence Awards, which is now open for entries. Walton Isaacson is a winner of a Multicultural Excellence Award for its work on Lexus and Marvel's Black Panther "Long Live the King" campaign.

3 Ways to Win Over the Thrifty Gen Z Consumer

August 03, 2019

Straddling adolescence and adulthood, Gen Z is at a turning point. The oldest members of Gen Z have already graduated college and are now in their early 20s. Considered a thrifty generation, Gen Z has posed a challenge to key general merchandise industries, which have struggled to drive dollar growth among this cohort over the past two years.

Are You Meeting Consumer Expectations? [REPORT]

August 03, 2019

At a time when brands have access to so much data, trying to understand who their customers are and their buying preferences, these companies are finding it increasingly important to use that data to create a variety of messaging that a diverse population of people can relate to.

The science of emotions [REPORT]

August 01, 2019

Emotions may seem complicated, but by better understanding their value and function we can learn how to harness their power to enhance relationships and improve well-being.

The simple truth about customer experience

July 31, 2019

Here is the simple truth about customer experience: it’s complicated. And we all know how much people hate complexity. That is why a measure like NPS has become so popular. One number, that’s the answer…except when it is not. by Nigel Hollis

Is Influencer Marketing Killing Culture?

July 31, 2019

Influencer marketing stands at a crossroads. Influencer scandals, the introduction and growing acceptance of fakeness and overall low quality of influencers themselves have all contributed to a declining relevance among consumers. Despite the canary in the digital coal mine, brands continue to increase their influencer marketing budgets and employ more digital tools in an attempt to connect with consumers and drive engagement.

ADVERTISING GROWTH DRIVERS: DIGITAL ENDEMICS

July 30, 2019

Different segments of advertisers increase spending on digital media at different rates. “Digital endemics” are likely responsible for the bulk of the industry’s recent growth. Global advertising spend has generally expanded in line with the global economy, with a disproportionate share of growth benefitting digital advertising.

Decoding the personalization paradox [REPORT]

July 27, 2019

Produced jointly by GfK and the National Retail Federation, the white paper, “Decoding the Personalization Paradox,” helps retailers and brands apply personalization at scale. Download the report to learn more about consumers’ needs, desires and concerns about targeting and personalization and how marketers can use this information to guide smarter decision-making as they ramp up one-to-one marketing.

Adapting Your Business to Change for Today and Tomorrow [REPORT]

July 27, 2019

In today’s “quantum age of marketing,” the advances of technology are rapidly evolving, impacting every area of our lives at a rate never before seen in human history.

The Importance of Incremental Lift

July 27, 2019

Marketers like to try new things. One of the reasons many of us got into this profession is the ever-changing nature of it and the fact that there is always innovation: new channels, tools, tactics and technology to learn and master.

Rethink Your Agency’s Approach to RFIs & RFPs

July 27, 2019

I recently had the opportunity to interview Chris Shumaker, former CMO of the Martin Agency, FCB Worldwide, Publicis USA, and Grey NA. Chris has a wealth of knowledge about the RFP and RFI process, which he’s generously shared with us here. by Mark Duval - The Duval Partnership

Brands Challenged To Give Millennials & Gen Z Consumers What They Really Want

July 26, 2019

It’s official – Physical and digital engagement is paramount for effective customer engagement. No matter what age, gender or location, consumers around the world agree that when it comes to brand interactions, personal, trusted and reliable omnichannel engagement is THE preferred option and choice.

More Research Shows that Consumers May Not Always Want Personalized Marketing Experiences

July 25, 2019

Many marketers may want to believe that customers prefer personalized marketing experiences, but while research backs up that claim, recent consumer skepticism over the use of personal data means that there’s a growing sentiment that more personalization does not beget a better experience.

Sharing and swearing in sunglasses: a meta-analysis from Cannes

July 25, 2019

I was lucky enough to interview a total of 16 advertising industry luminaries in Cannes for our Future Proof podcast. Each interview was provocative (and occasionally expletive) but, collectively, they represent a compelling viewpoint on the big issues facing marketing today. by Jane Ostler - Global Media Domain Lead / Kantar

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