Agency Management As a Risk-Management Advantage
Ten ways scope-management and performance-evaluation programs can help brands assess and mitigate risk
Article placement: Featured
Top 10 List of News Items Relevant to Multicultural Marketing and Diversity in 2021
As we approach the 23rd annual ANA Multicultural Marketing & Diversity Conference, it’s a good time to step back and reflect on news from the past year that is relevant to multicultural marketing and diversity. By Bill Duggan / Association of National Advertisers
Engaging the Influential Hispanic Market In 2021 and Beyond The Marketing Insider [PODCAST]
Claritas releases its annual U.S. Hispanic Market Report. On this episode of The Marketing Insider, popular guest Ron Cohen, VP of Practice Leadership at Claritas, joins us to talk facts and figures.
A Marketer’s Guide to Consumer Intent [REPORT]
How consumers are planning to spend heading into 2022
U.S. consumer confidence at its lowest level in 8 months
Consumer confidence has dropped by 4.2 points over the past seven days to read at 53.6 in this week’s Ipsos-Forbes Advisor U.S. Consumer Confidence Tracker. Sentiment is now exactly on par with the pandemic average and is at its lowest level since February 24, eight months ago.
DEI Census reveals major challenges around family status, age, gender, ethnicity and disability
Initial results from the first-ever Diversity, Equity and Inclusion Census of the global marketing industry have identified key challenges around family status, age and gender as well as ethnicity and disability.
CMOs – When It Comes To Multicultural Marketing Effectiveness Eats Efficiency For Breakfast
Over the past months, we have been reading about how advertisers have increased their investment commitment towards minority-owned media companies. While this is a critical movement, missing from the debate is an important discussion around what kind of messages these advertisers are planning to use in these new and more diverse media plans. By Isaac Mizrahi – Co-President of ALMA
Is Your Brand Loved?
Catering to audiences’ most ardent passions is at the heart of brand affinity
5 Misperceptions About Agency New Business
We often encounter misperceptions about agency new business in the course of our work. They are persistent — and even dangerous — because they can hold your agency back from achieving its best new business outcomes. Here are five of the most common misperceptions. By Mark Duval – The Duval Partnership
Digital Advertising Ripe for Reinvention to Meet Consumer Expectations [REPORT]
Six months after its first study, PwC and IAB, the digital media and marketing trade association, have partnered again with industry thought leaders across the digital ad-supported ecosystem to discuss key challenges and opportunities facing this industry in a report titled “IAB Outlook: 2022 Digital Ad Ecosystem”.
The Budding Potential of Hispanic Americans for the U.S. Economy [REPORT]
Over the past decade, Hispanic Americans were the primary driver of labor force growth, registered above-average income gains, and accounted for a growing share of spending. Recent trends suggest Hispanics are likely to exert an even greater influence on growth over the coming decade.
U.S. household growth over last decade was the lowest ever recorded
Growth in the number of U.S. households during the 2010s slowed to its lowest pace in history, according to a Pew Research Center analysis of newly released 2020 census data.
Chief Marketing Officer Leadership Vision 2022 [DOWNLOAD eBook]
What are the top CMO challenges, trends, priorities, and key actions for 2022?
Underestimating the Spanish Language is One of the Biggest Mistakes Marketers Can Make
Many marketers mistake Hispanic marketing for Spanish-language marketing. We hear it all the time: “More Latinos speak English so you can just reach them through mass media efforts.” Absolutely wrong. This mistaken approach is costing companies millions of dollars every year in unrealized growth. By: Gonzalo Del Fa, Chair of the Hispanic Marketing Council
The Hispanic Radio Listener: An Up-Close Look
Harker Bos Group recently fielded a study documenting the consumption habits and voting trends of Hispanic Radio Listeners. By Adam R Jacobson / Editor of Radio TV Business Report
The Unnecessary Tradeoffs Marketers May Make
Why accessing, activating, and respecting data may not be as incompatible as you think
High Levels of Frustration Over Identity Authentication Turning Consumers Away from Brands
Frustration with cumbersome and repetitive authentication processes are overwhelmingly causing consumers to search for brands and digital experiences that securely unify and simplify identity verification, according to a new report by the Business Performance Innovation (BPI) Network and CMO Council, entitled “Authentication Frustration. How Companies Lose Customers in The Digital Age.”
What Does the Ascent of the Chief Purpose Officer Mean for CMOs?
Some CMOs see an opportunity to play a much more integral role for the organization — others are not convinced
Digital keeps changing the game in communications, in ways that go far beyond the obvious [REPORT]
Even now, after digital media and technology have permeated businesses at every level, they continue to create fundamentally new challenges in the crisis and risk management field. Edelman’s 2021 Connected Crisis Study sheds new light on how significant this shift has become, and how far companies still have to go, to adapt.
Marketers need to balance brand and response marketing for growth
Marketers are always under pressure to prove the ROI of their campaigns, but the demand for brand growth has only sharpened as companies work to pull themselves out of pandemic-induced strains. Though this demand is more pressing, the question of how to solve it is an age-old one: To grow market share, should brands spend their time on upper-funnel, brand-building efforts or mid- and lower-funnel efforts that will secure quick wins for the business?
