Marketing | HispanicAd.com

How to make customer experience feedback a source of innovation

July 09, 2020

Failure is one of the most important sources of success – especially in times of Covid-19 – but only when companies allow their employees to experiment and adapt to changing customer needs. And fast feedback is necessary if companies are going to allow their employees the leeway to fail fast. by Manfred Maier - Global Platform Solutions Lead Customer Experience at Kantar

Multicultural Marketing: Respect, Diversity and Responsibility

July 08, 2020

During these times of uncertainty, endless changes and news being generated and affecting us by the second, I am happy to read articles and publications where big brands announce new plans and optimization measures aimed at their advertising and digital marketing budgets. By Ana López - Prisa Brand Solutions Americas Marketing Director and Multicultural Marketing and Digital Communications Consultant.

Why are we still talking about Millennials? [PODCAST]

July 08, 2020

You've heard it before and you’ll hear it again. Millennials have been a hot topic for years now, but why? In this episode, we look into the minds of Millennials as the first of them turn 40. Learn what truly makes this generation different from the rest.

How perceived differentiation contributes to abnormal returns [REPORT]

July 07, 2020

The BrandZ Top 100 Most Valuable Global Brands 2020 just launched and it will probably come as little surprise that Amazon is the world’s most valuable brand, growing 32% over last year. More surprising might be the results of a new analysis reviewed in the report which finds that perceived difference helps explain abnormal returns. by Nigel Hollis

Rebuilding Trust [PODCAST]

July 07, 2020

In this episode, Myrna de Jesus, Strategist from Zubi, talk her amazing marketing career and the importance for a company to build trust with their audience.

Are influencers having the right impact on your brand?

July 07, 2020

Influencer marketing is now big business, but it comes with challenges. How can marketing and communication professionals ensure influencers have the right impact on their brand?

Real Talk: Should We Just Stop Using the Word ‘Latinx?’

July 04, 2020

There’s been a lot of debate over the term Latinx. What exactly does it mean? How is it different from Latino or Hispanic? Is it positive? More inclusive? Elitist? The term itself and its popular usage especially by Millennials has sparked a lot of debate and started conversations about identity, gender and ethnicity. It seems like this term isn’t really going anywhere any time soon, but considering the wide range of opinions on the matter, should we just stop using the word ‘Latinx’ altogether, or are there some merits for this more encompassing term to describe the Hispanic community? What is Latinx?

'Latinx' And Gender Inclusivity

July 04, 2020

Latinx was originally formed in the early aughts as a word for those of Latin American descent who do not identify as being of the male or female gender or who simply don't want to be identified by gender. More than likely, there was little consideration for how it was supposed to be pronounced when it was created. Nevertheless, people have attempted to assign some pronunciations to it. The most common way to pronounce Latinx is the same way you would Spanish-derived Latina or Latino but pronouncing the "x" as the name of the English letter X. So you get something like \luh-TEE-neks\.

Case Study: Measuring The Effectiveness Of Influencer Marketing Beyond Likes And Shares [REPORT]

July 04, 2020

As brands and agencies still struggle to understand the real impact of Influencer campaigns beyond likes and shares, Nielsen’s Influencer Brand Effect is an important third-party measurement tool that helps marketers assess the effectiveness of their Influencer strategy in delivering brand KPIs.

Innovation And Technology Will Lead Brand Growth [REPORT]

July 04, 2020

A great majority of marketers believe that future brand growth will be tied to marketing innovations and technology, but many of them spend little time learning how to utilize either of those tools, according to a new ANA report.

100 Most Valuable Global Ranking reveals growing power and influence of technology [REPORT]

July 03, 2020

The world’s most valuable brands have seen their total brand value increase by 5.9% despite the economic, social and personal impacts of COVID-19, according to the 2020 BrandZTM Top 100 Most Valuable Global Brands ranking released by WPP and Kantar. The total brand value of the Top 100 global brands reached US$5 trillion, equivalent to the annual GDP of Japan. It has increased by 245% since 2006, when the total brand value first reached US$1 trillion.

Anticipating Consumer Needs - Today & Tomorrow [REPORT]

July 02, 2020

When was the last time you reconsidered your approach to consumer monitoring? Your usual methods of tracking consumer trends may work well under typical, everyday market conditions—but these are not everyday market conditions.

Long-term brand growth requires building perceived differentiation

July 01, 2020

Last week I posted about an update of the Mastering Momentum analysis, which found that brands which over-performed across different stages of the buyer lifecycle grew an average of 48%. The time frame used for the analysis was an interval of three years, making it one of few studies to study brand growth over a longer period of time. by Nigel Hollis

Media Responsibility Principles to Improve Brand Safety & Brand Responsibility in Advertising

June 30, 2020

IPG Mediabrands released its 10 Media Responsibility Principles (MRP) as part of a larger effort to balance brand safety and brand responsibility in advertising. While “Brand Safety” protects the brand, “Brand Responsibility” protects the communities that a brand serves, weighing the societal impact of the content, the publishers and services, and the platforms being funded by advertising. IPG Mediabrands’ MRPs are a call to action for companies to hold themselves to higher standards more broadly when it relates to brand safety and brand responsibility matters, not just in media.

The Trials of Facebook

June 30, 2020

It's a bit of a business this blogging lark. You write a piece on Facebook and the various companies who have decided in one shape or form to pull funds from the platform, only for Mark Zuckerberg to change the rules thus rendering out-of-date most of what I'd written. If you see him, have a word with him for me, would you? Thanks. By Brian Jacobs

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