Marketing

The U.S. product placement marketplace is poised to top $10 billion this year, thanks largely to increasing demand for higher-value integrations between brands and programmers, including content on over-the-top streaming services that don’t accept conventional forms of advertising.

Empowerment of customers has required almost every business to transform, whether they know it or not, and customer journeys need to be ex-examined if true CX transformation is to be achieved.

Soccer is not only one of the most popular sports in the world, but it’s one that has become an integral part of describing our culture in most of the countries in Latin America. We have all experienced and talked about memorable moments of happiness, excitement, surprise and disappointment. Our passion for soccer unites us and helps us, for a moment, to take our mind off of difficult times our countries may be facing.  By: Claudia Gioia, Hill+Knowlton Strategies President, CEO Latin America & the Caribbean

U.S. Marketers are quickly shifting growth priorities among multicultural (MC) segments, especially since the White Non-Hispanic (WNH) segment has been declining since 2016. The MC economic outlook for 2018 looks remarkably powerful for several reasons

After having won the Grand Prix and a Gold Award at the recent 2018 Culture Marketing Conference (CMC) in Los Angeles, last week, a film made possible by AARP about family caregiving among U.S. Hispanics, created by d expósito & Partners, has now won the 2018 Big Apple Award from the Public Relations Society of America.

The Hispanic community is the fastest-growing ethnic group in the nation and spends more than $94.7 billion on CPG products annually. Because Hispanics are one of the most sought-after ethnic groups in the retail grocery market, IRI is diving deeper into last year’s most successful CPG launches to better understand Hispanics and New Product Pacesetters.

As the first crop of Gen Z talent joins the future workforce, new grads hold traditional work values with a digital spin. For the first time in years, there is an uptick in the number of new college graduates wanting to work for large companies. They are willing to commit and ready to roll up their sleeves. In return they want an engaging employee experience that takes full advantage of their degree, including the digital skills they bring to the table.

Across nearly all business verticals, marketers reported large shifts in how they evaluate, measure and budget across media channels. CMOs made it clear that it’s not more data they’re looking for, rather better insight.

Customer experience has become one of the biggest areas of business focus across industries, and it might be even more vital for retailers to foster the buyer-merchant relationship.

Randall Rothenberg, President/CEO of the Interactive Advertising Bureau (IAB), credits 2010 as the start of the direct-to-consumer brand revolution. That was the year Warby Parker was founded. But while a few direct-to-consumer brands have become relatively famous – like Dollar Shave Club which was acquired by Unilever for $1 billion – most remain largely unknown. What will the future bring?  by Nigel Hollis

HispanicAd and the Culture Marketing Council celebrated the first ever Grand Prix in Account Planning in the US Hispanic Market after ten (10) years of our Account Planning Excellence Competition.  The recognition was bestowed to AARP and New York based d expósito & Partners team for excellence in the HispanicAd Culture Account Planning Excellence (C.A.P.E.) awards competition.  This is a first for our Industry and we look forward to more great account planning excellence and hope our Industry account planners get motivated to hone their craft in culturally focused account planning.  We have set the benchmark.

Planning, tracking, and optimizing advertising and trade spend has become table stakes for marketers at many consumer-goods companies. Despite those advances, consumer promotions and engagement (CPE) remains something of a forgotten area of marketing spend.

‘Getting ethnic consumers’ is not just about leaving money on the table, it will determine which brands win or lose. We are at the tipping point where the American critical mass is Multicultural and ‘minority-majority’ is an oxymoron. The need to do Multicultural marketing right is painfully obvious.  By Liz Castells-Heard

In the latest episode of eMarketer’s “Behind the Numbers” podcast, we discuss a series of TV commercials from industry giants like Uber and Facebook that attempt to acknowledge their mistakes and move on. But will these ads work?

Inclusive advertising is a topic many marketers are talking about. While creating the perfect inclusive ads can be a balancing act, some brands are getting it right. Coca-Cola’s ‘Pool Boy’ campaign is a great example, but when a brand gets it wrong it isn’t long before we hear the backlash from consumers on social media, which then migrates quickly to broader media coverage.  by Guest Contributor Graham Page

Brands such as Noosa, Bai and Halo Top didn’t exist 10 years ago, but within a decade, they’ve changed the competitive landscape and become a major thorn in the side of big consumer products companies by capturing a disproportionate share of growth and, in some cases, radically disrupting profit pools.

The spread of mobile devices and rapid mobile data networks has transformed global media consumption in recent years. 24% of all media consumption across the world will be mobile this year, up from just 5% in 2011, according to Zenith’s Media Consumption Forecasts 2018, published today. By 2020 we expect this proportion to reach 28% as the mobile internet takes share from almost all other media. The rise of mobile is also forcing brands to transform the way they plan their communications across media, focusing less on channels and more on consumer mind-set as the distinctions between channels are eroded.

​For younger workers, the gap is widening between what responsible companies should achieve and what businesses’ actual priorities are. The good news, according to the 2018 Deloitte Millennial Survey : Business leaders have an opportunity to turn things around—and win back millennials’ loyalty.

Today, access to information is unprecedented, consumers are empowered to make smarter buying decisions and marketers have amassed immense quantities of data about consumers. Technology has transformed many industries permanently, but perhaps none as much as marketing.

Until recently, Facebook had dominated the social media landscape among America’s youth – but is no longer the most popular online platform among teens, according to a new Pew Research Center survey. Today, roughly half (51%) of U.S. teens ages 13 to 17 say they use Facebook, notably lower than the shares who use YouTube, Instagram or Snapchat.