Unveiling Insights: Marketing Industry Learnings from the Possible Miami Event

By: Cristy Clavijo-Kish, Founder, Talento Unlimited via invitation from HispanicAD.com

From April 15th to 17th during Miami Tech Week, the city transformed to an epicenter of innovation and collaboration at key events throughout and at the highly anticipated Possible Miami event. As that techy dust settles, here are some of the key learnings and takeaways that are reshaping the marketing industry:

• The Group Black stage was the most inclusive space. Without prior knowledge around the full scale of this dynamic and growing media company, the content was both informative and thought provoking. The panels at the ‘Culture Unleashed Stage” included “Unveiling Tomorrow’s Culture Through the Lens of Hispanic Audiences,” featuring Lele Pons; Embracing the Multiracial Consumer” with Omnicom Media Group’s Mike Roca and Charlene Corley of Nielsen and a five-expert panel dedicated to Black women’s health priorities among others.
• The consensus across these panels was clear—diversity isn’t just a buzzword; it’s a business imperative. From inclusive messaging to diverse representation, the importance of reflecting the rich tapestry of consumer experiences cannot be overstated.

A key learning also heard on this stage from McDonald’s CMO Tariq Hassan was how the company celebrates failures internally to build clear learning opportunities – a truly transformational approach for the organization. “Stop being afraid and allow the learning to build up,” he suggested.

Throughout the various stages at Possible, I heard a similar message being echoed from the Hispanic Marketing Council’s summit earlier this month in New York which is how CMOs and marketing organizations must take risks in this current environment in order to drive growth and real change. Basically betting on new strategies, data and communities while navigating disruption.

During the mainstage panel “CMO Trailblazers Redefining Business Growth,” Chime CMO Vineet Mehra summed up this shared observation: “we’re living in the ‘golden age of marketing’ with the choices, challenges and trends we’re facing.”

On the creator economy front, leaders from Razorfish discussed how social has become a full funnel experience from its humble beginnings as mere entertainment. More than 80% of consumers turn to social media influencers and creator content ahead of making a purchase decision. Brands that are not using digital storytelling to drive sales conversions and build retention will certainly not maximize growth.

Prioritizing Sustainability was on the agenda as well but not so much a trend any longer, but instead as a fully engaged movement- especially when targeting Gen Z audiences. Brands are increasingly expected to align their marketing efforts with ethical principles, from eco-friendly products to purpose-driven campaigns.

And a noteworthy trend was discussions around Retail TV. Coca Cola and Walmart presented a case study illustrating how data is driving impactful omnichannel experiences and is emerging as a full-funnel option for marketing teams.

In sum, the only constant in marketing is change. Reflecting on the insights gleaned from the Possible Miami event, one thing is clear: the marketing industry is evolving, and it’s up to us to lead the charge with an embrace for diversity, harnessing technology, prioritizing sustainability, and fostering collaboration to shape a more inclusive approach across disciplines.