Marketing
Explorando la mentalidad puertorriqueña actual [REPORT]
Un estudio sindicalizado y herramienta, que permite a las marcas comprender las audiencias en términos de uso de medios, compra de productos, uso de servicios y variables actitudinales. Permitiendo crear perfiles de consumidores por variables psicográficas y estilo de vida.
The Evolution Toward Permissioned Data
The advertising industry has been captivated by the notion of "signal deprecation" for a while now. This term, in my view, misses the point. We are not witnessing the death of signals or the loss of something valuable. Instead, we are seeing its evolution — specifically, the evolution toward permissioned data.
Embracing Heritage: What It Truly Means to Be Hispanic in America
As Hispanic representation in the United States grows, it becomes increasingly important to understand this community's diverse experiences and values. According to Pew Research, 45% of Hispanics living in the U.S. are third-generation, making it crucial for brands and organizations to recognize the evolving identity of this vibrant audience. But what does being Hispanic mean to those who live it daily? By Maria Lucia Parra - I am a Bicultural Hispanic marketing/UX researcher with extensive experience in identifying the right approaches to meet clients’ objectives as “one size does not fit all”.
New (and Old) Tips on Pitching
It’s an odd marketplace for agency services right now. The marketing services industry that was hit so very hard by the pandemic came roaring back to life with record hiring and wild staffing shortages. Clients are still often working remotely and disruptions to routines (children and teachers getting COVID, work from home, etc.) continue. And now the economy is in a truly odd place with fears of a recession and inflation and yet full employment. Businesses need to move forward, and agencies can’t afford to shelve new business efforts. Business development is every bit as important as it ever was.
2024 Deloitte Holiday Retail [REPORT]
There’s a notable shift toward experiences this season. Our ConsumerSignals data has shown over the last year and a half that consumers surveyed are favoring experiences over goods. The trend is coming through with holiday shoppers as well, as spending on experiences is expected to increase 16% this year.
Steady Sales Growth Expected for 2024 Holiday Season
The National Retail Federation forecast that winter holiday spending is expected to grow between 2.5% and 3.5% over 2023. That equates to between $979.5 billion and $989 billion in total holiday spending in November and December, compared with $955.6 billion during the same timeframe last year.
Global Experiential Marketing to Finally Outpace Pre-Pandemic Spending in 2024, Rising 10.5% to Reach $128.35 Billion, Compared with $121.87 Billion in 2019
Global experiential marketing, including both the consumer (B2C) and business-to-business (B2B) sectors, grew 9.7% in 2023 to $116.14 billion, and while this performance left the industry below the pre-pandemic spending level of $121.87 billion in 2019, experiential marketing will surpass pre-COVID spending this year. Global experiential marketing spending is expected to grow 10.5% in 2024 to $128.35 billion, according to new research from PQ Media.
Insights into How Pharma Advertising Influences Patient Behavior and Health Outcomes [REPORT]
MAGNA announced a new study in partnership with DeepIntent, the health advertising platform, that explores the impact of pharmaceutical advertising beyond its traditional role of promoting medications. The MAGNA Media Trials study – “Beyond the Prescription” – reveals how pharma ads influence patient behavior, improve health management, and offer untapped opportunities for brands.
How Do Marketers Fix Broken Agency-Client Relations?
Stephanie McCarty, chief marketing and communications officer at Taylor Morrison, shares her frustrations with ad agencies and possible remedies to improve the situation.
“Brands and Politics”
You can say that in today’s environment brands are running naked in the marketing forest! Every day ushers in a new 'culture war' as societal progress meets resistance. Brands are being cancelled and called out by minority yet vocal communities, divided in their values from both the alt-right and liberal left. With societal issues now purposefully being made political, what does this widening ideological gulf mean for the future of brands? Is the marketing industry totally out of touch with consumers and the realities of the day? Or are we at an inflection point where the industry can help bridge the gap across the dissenting voices? By Luis Miguel Messianu - President-Chief Creative Officer - MEL (Messianu/Edelman/Lerma)
AIMM honors Industry Leaders
ANA’s Alliance for Inclusive and Multicultural Marketing (AIMM) announced the esteemed recipients of the second annual AIMM Trailblazer Awards, recognizing industry leaders who remain steadfast in their commitment to advancing inclusive marketing, even amidst a challenging environment. The 2024 honorees have been chosen for their exceptional contributions and ongoing dedication to creating a more inclusive marketing landscape.
Latinos are Leading America’s Economy— With or Without Your Support
Data doesn’t lie. U.S. Latinos now generate an astounding $3.6 trillion GDP, making us the 5th largest economy in the world, bigger than India, the U.K., and France. And we’re not slowing down. Our GDP is growing faster than any other country except China, positioning us to surpass Germany by 2027 and reach $5.7 trillion by 2029. Yet, despite this staggering economic power, Latinos remain grossly underrepresented in leadership, media, boardrooms, and investments. By Beatriz Acevedo - CEO/Cofounder SUMA.
TV Ads on Spanish-language Networks Outperform Ads on English-language TV by 31%, per EDO
EDO has released a report revealing that ads airing in the Spanish-language media environment have outperformed ads on English-language TV by 31% in the past year — a 24% increase over the previous period.
A CMO tip: streamline the to-do list to get more done
There is an epidemic of wishful thinking in industry today: objectives that are too lofty, priority lists that are overwhelming and bottomless project lists are the norm. Wall Street has lofty expectations and company leadership often demands more than their organizations have the capacity to deliver. And they certainly often demand more than their organizations have the capacity to deliver well.
Put Your Money Where Your Campaign Is: Hispanic Voters Are the Key To the 2024 Election
With nearly a month remaining until November 5th, you surely must know by now that Latino voters are truly up for grabs in this year’s election. News story after news story continues to show how both Democrats and Republicans need to win over Latino voters to have any chance at winning. Our voters make up a large portion of the electorate in critical swing states like Arizona and Nevada and could be the margin of victory in states like Georgia and North Carolina IF campaigns deign to connect with them. And yet, neither party has made a concerted and heartfelt effort to do so. By: Kathy Whitlock, VP of Strategy and Insights at TelevisaUnivision
Fortune or fiction? The real value of a digital and AI transformation in CPG
A new McKinsey analysis quantifies the impact that digital and AI can have on consumer goods businesses and where consumer-packaged-goods executives should focus their efforts.
How to Launch (Or Re-Launch) a Brand
A brand's (re)launch is a down payment on future growth. It's the fuel that keeps a business thriving, engaging customers and building relevance. That's why companies often incubate launch efforts – whether for new products, services or corporate rebranding – for years, investing heavily in their debut.
Engaging Hispanic Consumers: Cultural Depth and Strategic Connection
Hispanic consumers are a vital demographic in the U.S., blending traditional values with modern influences. To truly connect with this dynamic group, brands need to go beyond surface-level engagement and tap into the depth of their cultural and personal identities. By Sylvia Vidal - Senior VP of Insights
The importance of being bilingual
Bilingual people seem to have a lower incidence of Alzheimer's disease and dementia. Or so claim them neurologists. By Gonzalo López Martí - Creative Director
