The Unnecessary Tradeoffs Marketers May Make
Why accessing, activating, and respecting data may not be as incompatible as you think
Article placement: Featured
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?
INDUSTRY SPOTLIGHT: Angela Sustaita-Ruiz / Digital & Cultural PR and Marketing Strategist/Co-Founder Brilla Media
In our “Industry Spotlight Series“, we are highlighting Angela Sustaita-Ruiz / Digital & Cultural PR and Marketing Strategist / Co-Founder Brilla Media. We will continue to highlight our great industry executives in this series, asking them key questions about the business. Enjoy.
B2B vs. B2C—defining the difference and adjusting marketing accordingly
Generally speaking, there are two types of marketing commonly executed in a business marketing strategy. This is entirely dependent on the market the business serves—and sometimes these markets overlap, prompting a need for slightly modified marketing approaches.
Public Relations Calendar 2022
You need to organize and communicate your public relations activities and events.
When agile marketing breaks the agency model
Marketing leaders are increasingly turning to agile methodologies to help improve the speed and performance of their teams along with the many partners they use for creative, production, and measurement expertise. In our experience, though, the shift to agile is often far from seamless for these constellations of teams. Our recent survey of marketing executives found that only 3 percent characterized their transition to agile marketing with their partners as “smooth,” while more than 80 percent reported the journey to be filled with obstacles.
Is America’s Largest Majority Declining? The Future of Hispanic Identity
While Hispanics represent the largest minority segment in the U.S. today, the total population is facing a decline in the next decade, which may signal the demise of the majority or minority groups in the U.S. in 20 to 30 years.
The new marketing model for growth: How CPGs can crack the code
After a year like no other, consumer packaged goods (CPG) marketers face a hard question: how to power above-average growth in the next normal.
A New Paradigm for Media Investment Strategy [REPORT]
The digital era of industry change has emphasized the lowest price, automated tactics, and direct response metrics at the expense of strategy. Planning our media investments in order to maximize the outcomes we seek is a lost blend of science and art.
How to Maximize the Value of Your Marketing Budget
An overreliance on outdated tracking methods could mean costly delays in a fast-paced market
Misaligned Content Erodes The Impact of Hardworking Ads [REPORT]
A critical finding of the study is that misaligned content erodes the impact of hardworking ad creative that had proven strong performance in the standard content. In addition, the study found that brands need to be proactive about how to treat misaligned content to avoid diminishing the effectiveness of otherwise powerful ads.
Inclusion, information and intersection – The Truth About Connecting with U.S. Latinos [REPORT]
Hispanics have been the country’s key indicators of consumer sentiment since the COVID-19 crisis began. But for too long, this group has been viewed as a single segment. Aside from being the largest racial or ethnic group in the U.S., Latinos are a diverse, intersectional group with different experiences, perspectives and expectations.
ANA’s AIMM Teams Up With Nielsen And Media Framework To Launch Minority Owned Media And Provide Understanding Of Investment And Reach
ANA’s Alliance for Inclusive and Multicultural Marketing (AIMM), Nielsen and Media Framework announced a collaboration aimed at increasing investments in multicultural and inclusive-owned media (African American, Asian, Hispanic, LGBTQ and People with Disabilities) to help brands and agencies measure their investment and impact on multicultural and inclusive-owned media and the communities these represent.
Beyond Profit Podcast: Why Meaning Matters [PODCAST]
More than 70 percent of the meanings behind words, ideas, and concepts in culture are implied. Decoding those meanings through technology can not only help brands better understand what people are talking about but add value to their products and services and create a feeling of authenticity and purpose.
Navigating cancel culture: A case study [REPORT]
Existing in the time of “cancel culture” can be very tricky for a brand. They tell you to simply do the right thing and you’ll be fine, but “the right thing” varies according to your audience’s beliefs. In this case study, we explore the cancel culture phenomenon and present suggestions to help brands navigate a potential cancellation.
U.S. Advertising Forecast – Fall Update (September 2021): Advertising Recovery in Full Swing
The unprecedented growth in advertising spending in the first half (+32%) was more than low comps due to the COVID lockdown and recession last year. It was caused by a unique combination of national brands reconnecting with consumers and competing for a limited amount of traditional media inventory, while the lasting changes of COVID on lifestyles and marketing methods continue to fuel huge digital advertising spending from both big brands and small businesses. These ongoing organic growth engines, combined with Olympic budgets and the Mid-Term election spending, will continue to generate double-digit spending growth in the second half and into 2022.
NBCUniversal Telemundo Enterprises releases “THE LATINA PULSE: CHAMPIONS OF CHANGE” study [REPORT]
NBCUniversal Telemundo Enterprises released an in-depth national poll of the Latina community designed to develop insights on their current outlook at a critical moment in American history. In partnership with Hispanas Organized for Political Equality (HOPE) and Latino Victory Foundation, “The Latina Pulse: Champions of Change” is a detailed poll which surveyed Latinas across wide-ranging topics including education, healthcare, workforce and politics, drawing actionable findings to better understand and engage this fast-growing and influential demographic.
