Long-Term Business Vitality Should Outweigh Short-Term Sales Gains
Our always-online lifestyles have undoubtedly paved the way for highly digitized marketing experiences, which offer brands the benefit of securing sales quickly when an online shop is only a few clicks away. When the pandemic arrived and e-commerce exploded, it only accelerated trends that would have otherwise taken years to reach ubiquity. The significant disruption across businesses over the past 15 months, however, has highlighted a notable shortcoming of marketing efforts that are overly focused on driving short-term sales: they do little to grow a business over the long term.
AdAge held their Multicultural Marketing Webinar to discuss opportunities and the current state of Multicultural Marketing. We grade it as a D+, for many reasons. Beginning with only three (3) out of nineteen (19) panelists were Hispanic Market Executives in the conversation. They missed the mark.
The news: The House Judiciary Committee took up legislation Wednesday targeting the monopolistic and anticompetitive practices of US tech giants, per Bloomberg. This first notable bipartisan push is aimed at reigning in Amazon, Apple, Facebook, and Google’s market dominance. Big Tech lobbyists argue that, if passed into law, the bills would curtail innovation and could upend user privacy, as well as hurt small businesses relying on their services
Have you considered using a PR firm to boost your agency’s profile and generate interest from potential clients? When does a creative shop genuinely need to hire a full-time PR staffer or firm? When do they not? Understanding the difference can help your agency capitalize on its opportunities and avoid misspent resources. By Mark Duval – The Duval Partnership
Brands need to start walking the D&I talk. According to a Nielsen custom study commissioned by a third party, The ROI of Inclusivity, only about 10% of national TV ad spend across major categories was on diverse networks in 2020. Share of spend on these networks has declined since 2016 across all categories except electronics. By Roberto Ruiz, EVP – Research, Insights and Analytics
“How many people has our ad campaign reached? And how often have they seen our ad?”
Today, our research shows a change in attitude, as consumers believe they have the power to force brands to change (63 percent) and want to exert that power on brands to make society better (78 percent). The deeper dependence on brands forged in the pandemic has made trust an essential purchase consideration, nearly equal to quality and value.
As media channels grow more complex, companies can open a view into the data as a first step to owning their marketing destiny.
Our purpose as a firm is to help create positive, enduring change in the world. In a year of unprecedented challenges, we came together to deliver on our purpose.
The world’s most valuable brands have experienced record growth according to the Kantar BrandZTM Most Valuable Global Brands 2021 ranking, with the total worth reaching $7.1 trillion – equivalent to the combined GDP of France and Germany.
As the LGBTQ community has grown its footprint, there is no doubt that digital connectivity is perhaps the single most influential factor in the advancement of the LGBTQ community.
In a time of crisis, younger generations hold true to their ideals and demand accountability
Interpublic Group’s Matterkind and MAGNA revealed ROI to Sender, a new report that lists the best practices for running a direct mail campaign and explores the value of new product developments like Advanced Addressable Direct Mail (AADM).
Moving away from labels and toward the future of data in marketing to this powerfully influential generatio
While revenue and sales growth rank as management’s top mandate for marketers, CMOs will be more than happy with grades received in a new C-Suite Scorecard of marketing value and effectiveness released in a report by the Chief Marketing Officer (CMO) Council.
It’s Pride Month! Every year, in June, LGBTQIA+ communities worldwide celebrate the freedom to be authentically and unapologetically who they are. City streets erupt in festive expressions of Pride as enthusiastic, and often costumed patrons attend parades, concerts, and festivals decorated with brightly colored rainbow flags, streamers, and confetti. But the celebration doesn’t just bring people together for a good party. Instead, it shines a light on an underrepresented community, like other minority groups, who have struggled to be seen, heard, and included for generations.
As we approach the midpoint of 2021, advertising growth for the year is far exceeding previous expectations, leading to a revision of our forecasts for this year and beyond. Excluding political spending, we now expect a 22% growth in media ad revenue during 2021, a marked improvement from our prior forecast.
According to a study by the Hispanic Marketing Council (HMC), 54 percent of Dads said, “I’m the boss in the family,” but only 5 percent of Moms agreed. HMC also asked teens ages 13-17: 28 percent of them said Dad was the boss, 34 percent said Mom, and 28 percent said Dad and Mom were co-bosses as a unified team. Non-Hispanic Black teens were more likely to say Mom was the “boss”—49 percent compared to 31 percent for non-Blacks. By HMC Research Chair Nancy Tellet
