The new battleground for marketing-led growth
In the digital age, consumers are always shopping around. New research shows that hooking them early is the strongest path to growth. By David Court, Dave Elzinga, Bo Finneman, and Jesko Perrey
Article placement: Top News
Competitive Bidding, Creative Choice, and the DOJ Investigation
News that the Department of Justice is investigating “bid rigging” by ad agencies to favor in-house agency facilities highlights how competitive bidding works in the world of advertising and exposes a problematic industry practice, one that undermines the trust between agencies, clients and vendors. By Alex Blum
Marketers Need To Look Inside Before Issuing A Pitch [INSIGHT]
As many of you know, I care deeply about the “how” of marketing: How are budgets allocated? How are results measured and tied back to plans and activities? How are marketing departments set up for maximum success? How are agencies contracted, managed and incentivized for their contributions? How is “new news” still allowed as a phrase in marketing presentations? I care deeply about figuring out how to do marketing before doing the actual job. And so should all marketers.
Change Metrics To Change Media
If media is to change in 2017 then the way it’s assessed also needs to change. That means better, more relevant metrics, measures that reflect how media can add value to a brand and drive business success.
Political piñata. Part 4. The US Hispanic market is not Bollywood.
By Gonzalo López Martí – Creative director, etc. / LMMiami.com
- Absent a steady influx of walled out Mexicans and island bound Cubans, where will growth come from for US-based Spanish-speaking media outlets?
The CEO guide to customer experience
What do my customers want? The savviest executives are asking this question more frequently than ever, and rightly so. Leading companies understand that they are in the customer-experience business, and they understand that how an organization delivers for customers is beginning to be as important as what it delivers.
6 Mistakes That Can Ruin Hispanic Advertising Measurement
Isolating and diagnosing the effectiveness of your brand’s communications can be difficult even on familiar ground. With Hispanic consumers, even more variables are in play. These are the most common mistakes brands are making in measuring Hispanic campaigns — and how to avoid them. By Aleena Astorga Roeschley – Communicus, Inc.
When creativity pays
We all know that creativity matters when it comes to advertising, but I will bet that this is where the agreement stops. Is creativity a means to get attention, a means to focus attention on the brand or a means to accentuate an impression of the brand? In reality the answer is all three.
The Hispanic Millennial Mistake!
So what is the Hispanic Millennial Mistake? The mistake is when a Brand manager or marketer decides to focus the majority of its marketing dollars on a bicultural, bilingual Hispanic millennial and thus, shifts a large portion of Hispanic marketing dollars away from its core Hispanics base; that’s if a Brand has one. Many Brands are barely beginning to market their products to Hispanic and now they just want to focus on Hispanic millennials. By Jose L. (Joe) Lopez – Lopez Marketing Group
Andrade named GM of Pólvora Advertising
Pólvora Advertising announced the hiring of Jon A. Andrade as General Manager.
Diversity in Storytelling: Fueling Box Office Success with Hispanics
Like any art form, movies are a mirror of our society. And as the U.S. continues to evolve into a minority-majority nation, studios are challenged to produce stories that reflect the changing faces of American moviegoers. By Hilary Dubin / Univision Insights
Latinos and the New Trump Administration [REPORT]
About half (54%) of Hispanics say they are confident about their place in America after Trump’s election while four-in-ten Hispanics (41%) say they have serious concerns about their place in America.
Madison Avenue Manslaughter
Madison Avenue Manslaughter outlines the hows and whys of steadily declining fees, increased workloads, diminishing industry perception and morale, kickback scandals and opacity characterizing relationships among advertisers, holding companies, media buying companies and creative ad agencies.
Global Chief Procurement Officer – Growth: The cost and digital imperative [REPORT]
Growth ambitions and the pace of change are high in an uncertain market. Defensive strategies being implemented by chief financial officers are demanding rapid and sustained cost reduction from procurement. Driven by a lack of talent and increasing digital innovation, the traditional procurement operating model has to change.
What Do Teen Influencers Watch on YouTube?
An October 2016 Influenster survey, which polled US influencers who are heavy users of at least two social networks, found that 93% of respondents ages 14 to 18 watch product reviews on YouTube, compared to 86% of overall influencers.
How Americans Encounter, Recall and Act Upon Digital News [REPORT]
Anyone who wants to understand today’s news environment faces a challenge: How to discern the nuances of digital news habits when Americans’ attention spans are fractured, human memory is naturally limited and news comes at them every which way.
OTT Vs. Traditional Pay TV: Digital No Longer A Supplement
Traditional TV network executives may need to adjust the belief that OTT — digital services selling TV networks to consumers — is just an “option” for TV consumers, or a “supplement” for their business.
4 Tips For Finding A Career Mentor
It’s not unusual for careers to get off to wobbly starts as young people, hampered by their lack of experience and contacts, find it difficult to achieve a firm footing.
What Kind of CMO Leadership Do Advertisers Need Today?
CMOs are getting a lot of attention from the trade press these days, where writers drag in the usual suspects — Big Data, analytical skills, experiential marketing, Instagram, programmatic buying, Facebook, mobile platforms, Millennials, AI, Virtual Reality, etc. — to demonstrate how CMOs need to become superhuman masters of everything new and challenging, pushing themselves and their marketing organizations to achieve higher levels of marketing and technological sophistication. By Michael Farmer
“Glocalization”: Why going global means not forgetting local identities
As retailers begin to expand beyond geographic boundaries, they also face pressure from consumers to “keep it local.” Balancing globalization with localization has quickly become a priority for retailers looking to connect with their customers both in home markets and abroad.
