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The Marketing Diet

How do we go about adopting healthy client/agency practices and relations to get budget fit? Once you get there, how do you stay budget fit? Let’s explore best practices to make this a successful, sustainable process.

Culture Marketing Council adds to Board of Directors

The Culture Marketing Council: The Voice of Hispanic Marketing announced Sarah Carberry, Head of US Multicultural Strategy & Sales, Google; former CMC Chair Alex López Negrete, President and Chief Executive Officer, Lopez Negrete Communications, Inc.; and Eduardo Pérez, Founding Partner, PM3 have joined its Board of Directors.

2018: Women’s Point of View [REPORT]

Women’s entrepreneurship is thriving in America. According to the 2018 State of Women-Owned Business report commissioned by American Express, 1,821 women-owned businesses were launched per day over the last year, bringing the total number of women-owned firms to 12.3 million, employing over 9 million people and accounting for $1.8 trillion in revenue.

Measuring the influence of brand marketing on sales

Effective brand marketing increases the probability of consumers either picking a brand or paying more for a brand when it is time to buy.  But what data and analytic approaches help us to understand the influence of brand marketing on sales?  By Bill Pink / Kantar Millward Brown- Head of Brand Guidance Analytics in North America

Taking a Pulse on Advertising

The landscape of advertising is constantly evolving. New technologies, Millennials, aging Baby Boomers, and shifting social climates shape and re-shape the way advertising is consumed and perceived.

The Nielsen Auto Marketing Report 2018 [REPORT]

In today’s crowded car market, it can be difficult for auto advertisers to connect with consumers, encourage new sales—and do it all under shrinking budgets. To meet these challenges, you need the most complete understanding of how consumers shop for cars and react to automotive advertising.

Why are integrated media campaigns so challenging? [REPORT]

The latest Getting Media Right finds that marketers globally continue to struggle to assess their marketing performance due to disconnects in strategies for reaching consumers. So why are integrated media campaigns so challenging?  by Aaron Peterson – Director, Marketing & Insights / Insights Division at Kantar

For Hispanic Consumers, a Different Digital Divide

As digital marketers try to connect with a growing US Hispanic population, they will need to get past the outdated picture of a population languishing on the wrong side of a gaping “digital divide.” Thanks in part to smartphones, Hispanics have become a very digital cohort.

Why disruption is a big challenge to big brands

After a dinner at which I sounded off about the inability of big companies to innovate, my friend sent me a link to this article, ‘Why Big Companies Squander Good Ideas’ . It is another interesting read and it strikes a chord with me because it does not buy into the typical disruption model or assume that everyone is an idiot.  by Nigel Hollis

The New Economics of TV Advertising

In the past, TV advertising’s value was obvious. Ask anyone “Where’s the beef?” or “Can you hear me now?” and chances are they’ll immediately associate those questions with Wendy’s and Verizon. But in the digital-first world, TV’s place in an omnichannel marketing strategy is shifting.

The big potential downside of zero-based marketing

In theory the application of zero-based budgeting to marketing ought to be a good thing: no more budgets based on historical spending and funds allocated between options based on current performance. What is not to like? How about the fact that there is often a huge divide between theory and practice?  by Nigel Hollis

Never Underestimate the Power of Doing the Right Thing

With major issues in the headlines affecting the multicultural community, there is no shortage of information sharing and social activism—both with in-person protests and social media fundraising. For example, according to the Washington Post, one in five Americans have protested in the streets or participated in political rallies since the beginning of 2016. Of those, 19 percent said they had never before joined a march or a political gathering.  By: CMC Research Chair Nancy Tellet

Are you part of the “Culture Club?”

The first rule of “Culture Club” is that we always talk about “Culture Club!” No, we’re not talking about rock bands, music videos or cult movies. “Culture Club” refers to any platform, digital or traditional with in-culture specific content for a multicultural segment. Whether it’s a specific site, app or even  in-culture content in “mainstream” places, it’s this  in-culture digital content that is hitting homeruns out of the park among multicultural consumers! Digital Lives 2018, a study by the Culture Marketing Council: The Voice of Hispanic Marketing (CMC) found that culture drives digital behavior across all multicultural segments, but even authentically diverse ads done correctly in the mainstream can increase engagement with multicultural and some millennial non-Hispanic whites (NHW)!  By Nancy Tellet – CMC Research Chair

Highlights and Insights [REPORT]

Marketer optimism in the overall economy dipped slightly. The same holds true when comparing to the previous quarter.  Superior product quality and customer service remain the top two overall customer priorities. In general, product company customers prioritize quality and innovation while service company customers prioritize trusting relationships.

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