Marketing budgets have climbed to 9.5% of total company revenue in 2022, an increase from 6.4% in 2021, according to Gartner, Inc. While marketing budgets are increasing this year, they still lag pre-pandemic spending levels. The annual Gartner 2022 CMO Spend and Strategy Survey was conducted between February through March 2022 among 405 CMOs and … Read more
By Todd Evans – Rivendell Media It is all you hear about these days — authenticity. Everyone wants to be authentic in their advertising campaigns and efforts, yet why do so many fall short? Of course, I am focused on the LGBTQ market and consumer, but certainly it is the same with other niche markets. … Read more
A decade ago, the Hispanic travel market was a niche, and many marketing agencies considered it too small to devote time and resources to. Fast forward to the present, and agencies are now eager to tap into the trillion-dollar market, and for a good reason. Research shows that Hispanics travel more across all income levels, … Read more
By Nigel Hollis The potential power of digital marketing is huge. So why am I left with the feeling that the practice of digital marketing often falls short of that potential? I believe it is because the architects of digital marketing infrastructure, and many that use that infrastructure, have forgotten they are dealing with humans … Read more
The ANA and the 4A’s unveiled a comprehensive list of guidelines designed to help marketers partner with diverse media suppliers, strengthen their DEI strategy, and drive brand growth. The recommendations are listed in Guidelines for Buyers (Agencies and Marketers) When Doing Business with Diverse Media Suppliers, which was created collaboratively by the 4A’s, the ANA, … Read more
Many social media platforms have undergone impressive growth the past few years, as the pandemic drove people indoors, in front of screens and searching for connection. To address this need, many brands are spending big on social media, turning to influencers to make more personal (and profitable) connections with consumers. In fact, global marketers are … Read more
Brand awareness is in every survey. Yet, despite its popularity, it’s a metric that leaves room for interpretation; it often feels like the blank nod you give to someone whose words you haven’t really heard. Instead, asking consumers to rate a brand (and its competitors) against your chosen attributes – the ones you’ve decided to … Read more
The Hispanic Marketing Council (HMC) announced the 2022 winners of the HMC Strategic Excellence Awards, the only award of its kind that honors multicultural strategic thinking and cultural competence in marketing. Casanova//McCann took Best in Show with a Gold for Best Cultural Insight for its Mucinex campaign with Zubi also winning a Gold in that … Read more
Immigrants to the U.S. are more likely to start businesses than native-born Americans are, according to a study that takes a wide-ranging look at registered businesses across the country. Co-authored by an MIT economist, the study finds that, per capita, immigrants are about 80 percent more likely to found a firm, compared to U.S.-born citizens. … Read more
The latest Consumer Pulse survey shows that, across America, people have simultaneously embraced new behaviors and reverted to old ones. What will they do next? Stick to new COVID-19-era habits, or go back to the old ways of doing things? For most US consumers, the answer seems to be “both.” Two years into the pandemic, … Read more
By Adam Jacobson / Editor in ChiefEditor in Chief – Radio & Television Business Report When it comes to Puerto Rico, there are perhaps no better known radio properties than WKAQ-AM 580, the Spanish-language News/Talk station, and “KQ105,” the Spanish Contemporary cadena. Since 2003, the AM/FM combo have been owned by Univision Communications and today … Read more
For over 40 years, many have predicted the demise of Spanish-language media and advertising in the U.S., despite Census results reporting that Hispanics have accounted for over 50% of the total U.S. population growth for more than 20 years. Why is this? Conversations have been dominated by the fact that U.S.-born Latinos are now driving … Read more
Afro-Latino identity is a distinct one, with deep roots in colonial Latin America. As a result, it can often exist alongside a person’s Hispanic, racial or national origin identities. The life experiences of Afro-Latinos are shaped by race, skin tone and other factors, in ways that differ from other Hispanics. And though most Afro-Latinos identify … Read more
With such a vibrant culture and rich sense of togetherness, it’s no wonder Latinos love fiestas. If there’s an opportunity to party, we’ll find an excuse to turn up the music and celebrate together! However, many brands and retailers may be missing out on enduring, year-long cultural connections with the U.S. Hispanic audience by improperly … Read more
Every year, the topic of gender equity captures headlines during Women’s History Month. During this time, the media industry is often called out for a lack of on-screen representation. The numbers speak for themselves: women received 43% share of screen and 42% share of casting in U.S. television programming in 20211, with only 31% of … Read more
Ragan’s annual Communications Benchmark Report, an exclusive study from Ragan’s Communications Leadership Council, is a deep dive into the data and an analysis of the major trends in the profession over the last 12 months. During that time, comms pros have been called on to develop and distribute the message on new policies that affect … Read more
MMA Global, the association devoted to architecting the future of marketing for CMOs, released the Marketer Benchmark Study on Growth with findings on a topic at, or near, the top of the priority list for ANY company in ANY industry: Growth. The results revealed a 50/50 split among marketers when it comes to how to … Read more
By Mark Duval – The Duval Partnership Most people are familiar with user experience (UX) and customer experience (CX). At The Duval Partnership, we’ve become increasingly focused on the concept of the prospect experience (PX™). But what does that mean exactly, and why should agencies care about it? PX is how your agency presents to … Read more
Over the past decade, chief marketing officers have experienced a regression of trust, appreciation, and longevity. With average tenure of CMOs falling below 40 months and the median tenure at 25.5 months, corporate marketing leaders are searching for answers as the value and recognition of their work is minimized and marginalized. Despite a near universal … Read more
