As markets begin to adapt to the disruption that the pandemic has created across the media industry, navigating audiences has never been more critical. Much remains unknown about the future of media, but audiences have made one thing clear: understanding it is more important than ever.
How do you determine which candidates will perform for your agency based on a stack of paper? You can’t. High-quality hires are few and far between, and in recent years, the process of attracting and retaining a new business person has become almost a competitive sport. By Mark Duval – The Duval Partnership
In marketing conversations over the last four decades, Hispanic Marketing has led the so called “Multicultural Conversation”, but in the last two years the practice has been almost eliminated from the conversation.
Marketing budgets as a percentage of revenue have fallen to their lowest level in recent history. Meanwhile, marketing leaders continue to reprioritize channels, programs and resources.
Several components needed to drive customer loyalty, retention, and conversion rates
In January, CEOs described 2021 as the year of hope. Six months later, the latest results from the Summer 2021 Fortune/Deloitte CEO Survey appear to show that their hope has evolved into bold plans for growth, innovation, digital transformation, and workforce and talent transformation, as well as persistent attention to the climate agenda, continued progress on DEI, and elevated concern for cybersecurity and all things talent.
The Latino Podcast Listener Report 2021 from Edison Research finds that 36% of U.S. Latinos age 18+ (16 million people) have listened to a podcast in the last month, which is a 44% increase over 2020 (25%). This is narrowing the gap with the overall 18+ U.S. population, of whom 40% are monthly podcast listeners. New research shows that this dramatic increase comes from both English-dominant and Spanish-dominant listeners.
Over the past couple of weeks several industry factors have come to light in advertising and media industries that could be detrimental to the continued growth and success of Hispanic Marketing & Media.
U.S. consumers are resuming active lifestyles as we emerge from the pandemic while maintaining some at-home habits, such as eating more meals at home. While CPG demand has remained elevated in the first half of 2021, IRI expects demand patterns to shift as the reopening economy reignites competition for consumers’ wallets.
Marketing leaders must build a diverse, adaptable range of team capabilities to meet expanding responsibilities and keep their brands competitive amid rapid marketplace shifts.
Conversion-driven marketing strategies weren’t born out of the pandemic, but sales-focused campaigns really took a front seat last year when brands around the globe paused their broader marketing efforts. Now, as global ad spending rises, it’s important for brands and advertisers to think beyond the short term—and existing customer bases.
It is mid 2021, the new found social awareness is blooming, Corporate America is selling itself as WOKE and the Hispanic Marketing & Media Industry is lost in the conversation. Ostracized is a better term and it is in full display in all Multicultural Marketing conversations that have occurred at the hands of mainstream trade marketing platforms.
HispanicAd.com in association with Adam R Jacobson are proud to announce the availability of the 2020 Hispanic Market Overview – titled “The Reopening of Hispanic Marketing”
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.
