Marketing

Internet advertising will account for 52% of global advertising expenditure in 2021, exceeding the 50% mark for the first time, according to Zenith’s Advertising Expenditure Forecasts. That’s up from the 47% of global adspend that internet advertising will account for this year, and 44% in 2018.

Agency senior executives are coming to terms with changes in client needs.  “More growth” rather than “more creativity” is what they are hearing.  The agency of the future is starting to sound more like a consulting firm with media and creative capabilities than a traditional service-oriented agency that wins awards.

Marketing and media have become complex and messy. Chief marketing officers have to contend with fragmentation, an increasing number of different players providing technology platforms and solutions, and a whole new lexicon of marketing technology terms.

Despite current global economic growth, expansion and opportunity, millennials and Generation Z are expressing uneasiness and pessimism—about their careers, their lives and the world around them, according to Deloitte’s eighth annual Millennial Survey.

Stories have the power to transfer information and knowledge and create ideological frameworks that determine how we see and relate to the world around us.  Using stories to sell products and services is as old as advertising itself.  Who is telling the story and what stories are being told are a constant battle for resources and attention.  In this new frontier, brands and marketers are facing a challenging environment in which to connect with consumers. 

Women are actually the fastest growing segment of gamers (and 55 percent of League of Legends fans are women, according to MasterCard) — illustrating the opportunity in this space to empower and segment women, especially as gaming is also a gateway to sports and tech.

The U.S. Hispanic population has grown by 83% since 2000, making it the second-fastest growth segment according to a Claritas Report, The Hispanic American Market Report. That means that almost one in five Americans are Hispanic.  By Karla Fernandez Parker – Senior Marketing Executive, Branding and Advertising

In recent years, Mexico has been decidedly progressive in its efforts to combat discrimination and hate crimes on the basis of sexual orientation and gender identity.  A recent study by political scientist Caroline Beer concludes that Mexico is more progressive than the U.S. when it comes to LGBT rights, especially in the recognition of same-sex relationships.  By David R. Morse, CEO & President of New American Dimensions, Susanna Fránek, Cultural Anthropologist, Ethnologix, and Gerardo Gallart, CEO of La Fábrica de BTL

If you’re one of those marketers who’s always relied on the 80/20 rule as a benchmark for sales success, you might want to adjust your strategy. That’s because today, more people than ever are interested in trying something they’ve never tried before.

Marketers need to keep their skills sharp and relevant in the ever-evolving digital age

Casanova//McCann announced that it was the most awarded Hispanic advertising agency at the 2019 Cannes Lions International Festival of Creativity. This is the second consecutive year that Casanova//McCann has earned this recognition.

Shrinking media budgets, aggressive growth goals and ever-complex marketing needs are causing a shift in the brand-agency relationship. In their bid for self-preservation, brands are streamlining spending and in-housing capabilities.

Successful personalization at scale requires four elements working in tandem. Here’s how marketing leaders build the operating model to make that happen.

Businesses are failing to lock in long-term growth, according to new research from Kantar.

To work effectively with machines, marketers need to set up guardrails, then let the machines crunch the data and the humans focus on creativity and personalization.

Whether you are a brand, publisher, or marketer, IAB has put together six relevant tips to help your business thrive in the direct brand economy

The Global CMO Growth Council unveiled a leadership roadmap for driving business and brand growth with the specific goal of increasing revenue for marketers worldwide by one percentage point, or more than $500 billion, over the next three years.

Marketing’s big opportunity is here. CEOs are turning to marketing to drive their company’s growth agenda, and they’re giving CMOs the runway and support to do so.

The sheer number of rainbow avatars from brands as I casually scrawl through Twitter is my first indication of how the annual Pride celebration is now fully mainstream.  This is the first year I can recall Pride being a ubiquitous brand activation opportunity.  In the wake of the 50th anniversary of the watershed Stonewall Uprising that is mostly credited with launching the gay rights movement the fact that brands are present in the celebration is a testament to how far we have come.  Brand engagement with the LGBTQ community for Pride Month is coming into its own but still has room for meaningful impact.

By Gonzalo López Martí  – Cretive director, etc./ LMMiami.com

• If you read my columns -thank you!- you probably know that “malinchismo” is one of my pet peeves.
• A full-fledged obsession.
• Lemme ‘splain: historians are not fully in agreement and accounts vary but, legend has it, “La Malinche” was an indigenous woman who became translator and spy for Spanish Conquistador Hernán Cortés in his quest to overthrow Aztec emperor Moctezuma.