By Daniel Ismail Market research equips brands with the tools to understand their target audience and, ultimately, shape a more effective brand strategy. Through qualitative research, such as focus groups, marketers gain deep insights into customer motivations, preferences and behaviors. Quantitative research, like surveys completed by online panels, provides data points on demographics, consumer attitudes … Read more
By Vaval Victor In today’s rapidly evolving digital space, creating strong social communities is paramount. With social media ad spend skyrocketing exponentially from 2020 to 2023, brands compete fiercely for attention. Marketers recognize leveraging social communities is no longer optional — it’s imperative. With more than half the world being active on social media, brands … Read more
The ANA’s Alliance for Inclusive and Multicultural Marketing (AIMM), unveiled research that examines the current state of inclusive marketing, revealing a dichotomy between individual organizations’ progress and broader industry advancements. The report “Marketing Leaders Driving Equality, Inclusion, and Systemic Change” found that while marketers remain optimistic about their commitment to diversity, equity, and inclusion, they … Read more
In the latest edition of The CMO Survey, trends concerning martech, customer insights and strategy stand out above the rest. First, leading marketers appear to be doing more with less. Among marketers outperforming the growth of their markets, a differentiated strategy is cited as the top contributor to their success (60.3% of respondents), while only … Read more
As inflation continues to pressure consumers, they expect to spend less this summer on personal care products, considered an essential, and restaurants, travel and entertainment, according to the 2024 KPMG Consumer Pulse Survey, summer edition. “Consumers are tightening their belts another notch as they hunt for discounts, and even some essentials are being impacted. We … Read more
By Leslie Lee Are you playing follow the leader with your ad budgets? Almost 75 percent of US ad spending is funneled into online channels according to eMarketer, but that doesn’t necessarily reflect where people actually spend their time or where best to capture their attention. To read more, CLICK HERE. Courtesy of The Association … Read more
This year’s report reveals new findings about the consumption of online news globally. It is based on a YouGov survey of more than 95,000 people in 47 countries representing half of the world’s population. The report looks at the growing importance of platforms in news consumption and production, including more visual and video-led social media … Read more
The ANA and TAG TrustNet have released early findings from their first quarterly Programmatic Transparency Benchmark Study. Following the release of the ANA Programmatic Media Supply Chain Transparency Study late last year, the new benchmarking project seeks to collect, reconcile, and analyze ANA members’ log-level data to establish supply chain metrics against which individual marketers … Read more
Modelo understands that fútbol is not just a sport, but a poetic experience for adoring fans. Fueling the passionate mark of a fighter of Mexican fútbol fans and the intense devotion from supporters around the world – fútbol and Modelo are best enjoyed together. That’s why Modelo is teaming up with renowned Mexican defenseman Edson … Read more
By Shailin Dhar, Scott Thomson Most marketers are drawn to new things. They enjoy finding new ways to engage with audiences or leveraging new pieces of technology. There is also a natural tendency toward creativity in the industry. Even a CMO with a skew toward the analytical can have a secret and well-developed sense of … Read more
By Christina Adams, Kari Alldredge, and Sajal Kohli If you think you know consumer behavior, think again. Middle-income consumers are feeling the squeeze and worrying about inflation but aren’t holding back on splurges. Rather than sticking to tight budgets in retirement, aging consumers are splurging too. Speaking of older shoppers, it turns out that the … Read more
Marketing is both an art and a science, shaped by the experiences and perspectives of its practitioners. Initially, multicultural marketing was considered a niche or specialized area within broader marketing strategies. However, there has been a gradual shift towards integrating multicultural marketing into the core marketing approach. This shift involves incorporating multicultural perspectives into product … Read more
Adding to the Growth Council’s Position on Generative AI, CMOs and other thought leaders have graciously shared examples of how leading brands across many industries are successfully implementing Generative AI into their marketing strategy. By making these insights and examples available in this compendium, we hope to inspire you to explore and embrace the possibilities … Read more
NBCUniversal unveiled its first-of-its-kind “Paris Creator Collective” for its coverage of the Olympic Games Paris 2024. NBCUniversal, in partnership with Meta, Overtime, Snapchat, TikTok and YouTube, has developed a multi-platform social creator program that will empower 27 engaging creators to tell the stories of the Games through their eyes with unprecedented on-the-ground access in Paris. … Read more
Gracenote released a new report quantifying the visibility of different racial, ethnic, gender and disability groups among primary cast in new 2024 TV programming on major streaming platforms and linear channels. Tapping Gracenote Inclusion Analytics data, the report sheds light on opportunities for media buyers to invest in shows that authentically represent diverse characters and … Read more
The summer update of MAGNA’s “Global Ad Forecast” predicts that global media owners’ advertising revenues will reach $927 billion this year, growing by +10%. MAGNA is raising its 2024 growth forecast following a stronger-than-expected ad market in the first quarter (+12%) and an improvement in the economic outlook (real GDP growth +3.2%, US +2.5%). The … Read more
The last five years of Lean In’s research on the state of women at work reveal a disturbing trend: Latinas face the steepest climb up the corporate ladder and end up the most underrepresented of all groups of employees in the C-suite. Despite these barriers, Latinas remain highly ambitious and increasingly committed to advancing. Lean … Read more
TUDN will showcase the excitement of the USL Championship throughout the 2024 season Up to 20 matches and USL Championship Final selected to air across the company’s Spanish-language networks for the 2024 season The United Soccer League (USL) and TelevisaUnivision, the world’s leading Spanish-language media and content company, announced today a media partnership that will … Read more
Futbol de Primera announced its lineup of on-air talent for the highly anticipated Copa America 2024 coverage. As fans across the Americas prepare for this premier soccer event, Futbol de Primera is committed to delivering comprehensive, insightful, and exciting commentary to enhance the listener experience. This year’s broadcast team features a blend of seasoned professionals … Read more
On the heels of launching its #STOPLATINOCOATING campaign, the Hispanic Marketing Council (HMC) has released its highly anticipated 2024 Hispanic Market Guide as a roadmap to help marketers effectively and authentically connect with U.S. Latinos, currently positioned as the fifth largest global economy. This year marks the 25th edition of the market guide, which has … Read more
