With a new administration set to take charge of the U.S. government on January 20, new policies could impact a range of matters relevant to the advertising industry or, alternately, in other spheres, a status quo approach could offer at least four more years that, in some ways, resembles the last four years. By Brian Wieser / Global President, Business Intelligence, GroupM
GROWTH. If there is one word that best describes the imperative nature of marketing and the priority shared by all CMOs in these unprecedented times, this is it. Growth has never been a greater priority than it is today. This is not a new idea of course. The industry and CMO community have rallied around the importance of marketing as a growth vehicle in prior years.
Nine of 10 chief executives, advertising, promotions, sales & marketing managers are non-Hispanic white. Without breaking internal marketing “culture bubbles” to put cultural fluency and insights at the core of every brand strategy, brands risk a break up with Gen Zers and their parents.
In 1970, the United States Census Bureau coined the term “Hispanic” to reflect the growing population from Spanish-speaking countries. While many identify with the term, others prefer to call themselves “Latino” or “Latina,” reflecting their origin from a Latin-American country. But there’s a new contender on the scene: Latinx. By Jennifer Dellapina / Conill Advertising
Without skilled people and the right processes, marketing technology will waste money rather than gain customers.
The crisis has widened consumer appetite for choice and introduced unexpected shifts in consumer behavior—this year’s holiday shopping is up for grabs.
Organizations have been pressuring marketers to holistically measure and validate their efforts for years, but COVID-19 has certainly amplified the urgency. With advertising and budgets off track this year, marketers and CMOs have more at stake because there’s literally no room for waste or inefficiency.
For many of us, our ideals and attitudes about who we are as individuals are shaped by our heritage and cultural experiences. As consumers, our affinity for certain brands pass through these filters resulting in purchase behaviors that tie back to our beliefs and how we see ourselves. Among multicultural audiences, this presents a unique challenge for marketers. There is no one size fits all solution to gaining buy-in from this diverse group. U.S. Hispanics hail from over 20 countries of origin, and Asian Americans, 40 countries. Understanding the importance of identity to multicultural audiences is essential to mitigating cultural bias in your marketing campaign strategy and delivering culturally relevant advertising.
Every couple of decades, major market transitions reshape how people consume content, from talkies in the late 1920s to broadcast TV in the ’50s, from cable TV in the late 1970s to onscreen video in the ’90s. But the disruption caused by technology companies entering the media and entertainment space in the last few decades is triggering transformations like never before.
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In business as in war, the surest way to lose a battle is to send your troops marching in multiple directions. Military leaders know that battles are won by concentrating their forces on a clear objective.
In normal times organizations face numerous uncertainties of varying consequence. Managers deal with challenges by relying on established structures and processes. These are designed to reduce uncertainty and support calculated bets to manage the residual risks. In a serious crisis, however, uncertainty can reach extreme levels, and the normal way of working becomes overstrained. At such times traditional management operating models rarely prove adequate, and organizations with inadequate processes can quickly find themselves facing existential threats.
Retail sales have largely recovered from the pandemic heading into the holiday season but the growing number of coronavirus cases remains a threat and additional federal stimulus could help keep the economy on track, National Retail Federation Chief Economist Jack Kleinhenz said.
The general election on Tuesday pits fundamentally different visions of the US against each other. It may seem trivial to look at how the election could affect the marketing world—but the impacts will be major.
The role of the Chief Marketing Officer is more difficult than ever: ‘business as usual’ is no longer an option and the future is clouded by uncertainty. Although no one could have predicted the pandemic, some marketing leaders report feeling better prepared for the road to recovery than others.
Radio’s weekly reach is now 97% of March’s numbers, as fall changes are driving more consumers to tune in. When examining AQH, which benefits from the Headphone Adjustment implemented with October 2020 measurement, listening grew 6% (4% can be attributed to the adjustment and 2% to organic growth).
Product development and innovation in the consumer-goods industry has never been easy. The involvement of many stakeholders creates a multitude of opportunities for even the most promising innovations to go off track. And competing priorities can cause organizations to lose sight of the initial product and business goals.
How have the past seven months changed or refocused Hispanic media’s service to its consumers and its clients? By Adam Jacobson – Radio TV Business Report
With the pandemic adding uncertainty for marketers, it’s more important than ever to understand the media landscape. Findings from Kantar’s inaugural Media Reactions 2020 study reveal that marketers lack the understanding and the data they think they need. Nearly half of marketers (48%) — a growing proportion — feel that they don’t have all the data they need to make decisions in their roles. The research also finds that two-thirds are worried about the future and think that an inability to track digital media via cookies will dramatically disrupt the industry — a situation that could further impede marketers’ ability to monitor advertising effectiveness.
