This is the sixth annual State of Latino Entrepreneurship report where we have collected robust survey data from Latino-owned businesses across the country to provide a timely account on the fastest-growing segment of the U.S. business population.
In this report, we examine consumer sentiment across key demographics in the U.S. The findings are especially relevant this year as marketers scramble to get a pulse on the post-pandemic consumer.
The report studies the media landscape over the past year, including the expectations for sales managers and the strategies employed by media sales professionals to assess their impact across five key topics: Sales Department Structure, Training and Development, Setting Appointments and Sales Process, Sales Enablement, Culture and Industry Outlook, and the effects of COVID-19 on the Media Sales landscape.
As new headwinds and market conditions present themselves, marketers across the retail landscape often can be found reshaping growth strategies. Last year — the year that shall not be named — was a case study in on-the-fly strategizing thanks to how the pandemic upended elaborate plans and mainstay messaging. While becoming the largest news story in decades, it also forced most marketers to reassess priorities and reconsider how their brands and products fit into such strange and new consumer lifestyles.
Over the years, we’ve continuously evolved our strategy, overcome obstacles, bridged gaps, and aligned to new ways of thinking about diversity and inclusion.
Seventy-three percent of chief marketing officers (CMOs) report they will rely on existing customers to fuel growth in 2021, rather than looking to develop new markets, according to Gartner, Inc. The inaugural Gartner CMO Strategic Priorities Survey 2021 shows that 39% of CMOs plan to increase sales of existing products to existing customers, while 34% will introduce new products to existing customers in 2021.
Brand metrics can help quantify the effects of advertising over the long term. But how might you explain an inverse relationship between brand equity and sales?
At first blush, the word Latinx –the gender-neutral, non binary term used to describe the nation’s diverse Hispanic population– seems ubiquitous. It pops up regularly in press releases, in news headlines, in social media posts, in campaign mailings. But scratch below the surface, and you find little substance under the semantics. Courtesy of Billboard Magazine.
Our Friends at ThinkNow posed the following: ”Acculturation has long been used in media research among Hispanics respondents but it is time to revisit it use. Acculturation assumes a linear progression towards American culture. American culture becomes increasingly shaped by diverse audiences”. We asked our readers at HispanicAd and the results are in.
Building a multicultural plan that genuinely integrates the creative and the media disciplines is one of the biggest challenges in today’s multicultural space. By Isaac Mizrahi – Co-President of ALMA
The world feels like a very different place to the end of the previous decade. For brands, the volatile times mean a greater need for emotional intelligence; listening and understanding how their consumers feel and helping people navigate the new world through their products, services and actions.
There is arguably no more compelling—or obvious—opportunity in the realm of human capital than the untapped talent of the Hispanic community in the United States.
After a year of unprecedented disaster and turbulence – the Covid-19 pandemic and economic crisis, the global outcry over systemic racism and political instability – the 2021 Edelman Trust Barometer reveals an epidemic of misinformation and widespread mistrust of societal institutions and leaders around the world. Adding to this is a failing trust ecosystem unable to confront the rampant infodemic, leaving the four institutions – business, government, NGOs and media – in an environment of information bankruptcy and a mandate to rebuild trust and chart a new path forward.
The Hispanic audience is diverse and nuanced in their language use, preferences, and media use. As the population grows, so does the importance of advertisers understanding Hispanic media behavior.
The threat of Covid, social distancing and ‘cancel culture’ has prompted reflection, deleting what’s unnecessary, and changing the status quo from consumers shifting values, lifestyle and priorities to companies permanently going to flexible work schedules, more equitable D&I practices, and re-focusing on key growth areas, led by Multicultural and Digital marketing. My prediction for 2021 is that companies finally do Multicultural marketing right, and allocate the commensurate fair share of budget, resources and attention to this business imperative. By Liz Castells-Heard, CEO & Chief Strategy Officer, INFUSION
Searchlight III UTD and ForgeLight‘s acquisition of a majority stake of Univision Holdings formally closed. As such, Searchlight, a private investment firm founded by CEO Wade Davis, and associated entity, ForgeLight — an operating and investment company focused on the media and consumer technology sectors — are now the holders of shares in Univision previously held by Madison Dearborn Partners, Providence Equity Partners, TPG, Thomas H. Lee Partners, and Saban Capital Group. As expected, Davis assumed Univision’s Chief Executive chair from Vince Sadusky. What wasn’t expected: a major house cleaning in Univision’s C-Suite. By Adam R Jacobson – Editor-in-Chief, Radio + Television Business Report
Univision announced changes to the executive leadership team that will accelerate its leadership position and drive Univision’s transformation for the future.
We have seen a continuous change in consumer behavior in these fast-changing times. Yet marketers still have to make the right decisions when it comes to marketing investments in unpredictable situations. In order to make the right decisions, there is a renewed recognition of the importance of accurately and sustainably measuring marketing activities. MMM is an ideal solution that can be used continuously to help your business in these challenging times.
How clients and agencies can avoid the heightened risk of relationships failing during the stormy pandemic crisis.
New ownership, in partnership with Televisa, will enhance Univision’s digital presence, deepen relationships with Hispanic audiences and communities, and create market-defining content for the next generation of Spanish-speaking viewers
