Marketing

It’s been almost two years since Marc Pritchard, Chief Brand Officer of Procter & Gamble, told the digital advertising industry to clean up its act. The e, currently the world’s second largest CPG company, was tired of what he perceived as massive waste in the digital advertising supply chain. He was referring to the lack of transparency between advertisers and digital agencies and the alphabet soup of ad-tech players that created complexity without always clearly defining value.

Alliance for Inclusive & Multicultural Marketing (AIMM) has already begun to transform into a more inclusive, diverse,and proactive platform.  Download the recently released study “Case for Change: Multicultural and Inclusive Marketing” as a Business Imperative for Long-Term Growth to help marketers better understand the importance of prioritizing multicultural and inclusive consumers in order to maximize overall corporate growth.  Discover how to implement AIMM’s five point plan into your company’s overall marketing plan.

The Hispanic population in the U.S. continues to grow, especially among the younger cohorts. Over one-quarter of kids 6-11 are Hispanic, with 24% in the 12- 17 and 18-34 cohorts. Hispanics make up 17.6% of the total 6+ population in the United States.

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.

Companies around the world are becoming more proactive in their sustainability approaches and marketing efforts. It’s not just consumers leading the way to sustainability, but companies are using their influence to lead consumers to sustainability as well.

If your company’s employee roster doesn’t reflect the multicultural audience it seeks, does it truly understand that audience, respect it, and want it? That’s the subject of the latest Hispanic Radio Podcast, in which RBR+TVBR Editor-in-Chief Adam R Jacobson tackles “The Case For Change” — and how it could lead your company to not only change the format of a struggling radio station to one of interest to Latinos, but also lead your company to fully embrace the “new American mainstream.”

An extremely efficient way to create effective marketing messages is to segment consumers through targeting the various and distinct cultures. As Kaur & Chawla point out in “Impact of Culture on Marketing”, “Consumers can be attracted [to a product or service] only when product (sic) will fit better according to their customs, traditions, norms, and cultural requirements” (2016).  By Bryce Kelley  – Florida State University

Data. Data everywhere.  I’m borrowing from Charles Dickens here, but the vast expanse of data available to us can feel overwhelming at times, and the challenge of interpreting the data can feel a bit like wading through the foggy landscape he once described.  By James Oates, U.K. Client Delivery Lead

Hispanic voters are poised to play a potentially pivotal role as to whether the Democrats or the Republicans control the US Congress after the midterm elections. Hispanic voters have grown as a percentage of the electorate, largely as a result of young Hispanic-Americans attaining voting age.

One of the reasons why culture is underestimated in marketing is because it is too complex and dynamic. They are different components that make up culture for individuals: music, tradition, religion, customs, language and furthermore. Culture is always morphing in meaning and changing over time.  By Regina Sanquintin – Florida State University

In her latest article in Marketing Week Helen Edwards declares, “Unless you’re ahead of the consumer, you can’t be ahead of the competition.” And she is absolutely right. The problem is that too many marketers seem to have defaulted to blindly following their consumers, rather than trying to stay ahead of them.  by Nigel Hollis

Who would want to be at an agency these days?  Pitch after pitch after pitch, controversy after controversy, new vendors every time you turn around, competition from (comparatively) new entrants.  It’s no life for someone after a quiet life, that’s for sure.  And now along comes a new threat: clients taking parts of the media agency role in-house, reducing their reliance on their partners and threatening agency revenue.  By Brian Jacobs

Businesses are tasking marketing pros with more responsibilities than ever before. Sales and advertising are now commonly combined with marketing as well as public relations, digital, social media and everything else in that arena. With so many demands, marketing professionals are leaping to opportunities that either match more appropriately with their exact niche or are finding they’re on a hamster wheel and are ready to have more peace with a new organization.

For years, folks in the ad industry have talked wistfully of the day when TV advertising would be bought through automated online interfaces on auction-based bid marketplaces, as search, social and digital display advertising have been bought since the middle 2000s.

Marketers are drowning in information. And they often scrap excess data rather than sift through and make sense of it.

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

When Unilever CMO Keith Weed announced at June’s Cannes Lions festival that the leading CPG company would no longer partner with influencers who buy followers, it was a wake-up call to the industry about the rise of fraud in the practice of influencer marketing. Defined by eMarketer as marketing that “identifies and activates individuals who can sway the brand preferences, buying decisions, and loyalty of the broader population,” in practical terms the tactic also refers to how companies compensate celebrities, social media “stars,” or industry experts to create content on behalf of brands and endorse products — typically paying them based on their follower count.

he issue of strategic and operational alignment between sales and marketing is not a new topic in the B2B realm, and most organizations agree on its importance, at least in theory. Why, then, is it so challenging to achieve that alignment in practice?

I am always amazed at the power of a good meme, but the idea that humans have an attention span shorter than a goldfish has had a disastrous effect on the advertising industry. Worse, it now appears that there is no real evidence to back up the original claim.  by Nigel Hollis

The latest headlines, based on the Association of National Advertisers research, notes that three out of four marketers have in-house capabilities. The same research also acknowledges that 90% of ANA members still have a relationship with an agency, proving that agencies endure as we undergo the most massive transformation the industry has ever experienced. It’s also worth pointing out that some of these respondents may work at in-house agencies-the industry should be wary of reports where respondents are rating themselves.