IRI released findings from its latest HispanicLink study, with new information about Hispanic shoppers’ path to purchase CPG products and a particular focus on the group’s widespread adoption of e-commerce as a purchase channel.
Marketing
Hispanic Shoppers’ Outsized Interest in CPG E-commerce
What Marketers Don’t Need To Be Told — Or Do They?
We need some new memes, some new topics of interest for the industry to grab hold of and beat into the ground on panel after panel, at industry conferences and in columns like this one.
Marketers Can Help Bridge Gap For Parents, Patients, Caregivers
To bridge this gap, healthcare professionals need to establish and communicate programs that are mindful of the unique medical needs of these patients and what support is necessary to make the process easier.
Mastering the Two Critical Marketing Topics [INSIGHT]
Honestly, there are two critical marketing topics. Get these two right and you have gone a tremendous way in differentiating your brand, organization, or persona in an age of sameness. Yet many organizations and individuals either fail to master these concepts or mistakenly believe they understand them when they really don’t. By Roderick M. McNealy, ANA Faculty
Enterprise Marketing Survey 2016 [INSIGHT]
The world of marketing at enterprise companies is both exciting and challenging – there are many decisions to make and options available when it comes to which marketing channels to prioritize, which technology platforms to utilize, and when to hire an agency for support.
Millennial Moms Vs. Established Moms: Know The Difference
Moms are on top of it right now. Recent estimates show that American moms control approximately $2.1 trillion of spending per year, or 85% of household income. Not surprisingly, this is a key demographic for many brands.
ANA and 4A’s differ on Transparency
Rather than offering new insights into the depth and magnitude of the transparency issue and offering positive suggestions on how the problem could be resolved, the 4A’s chose to dismiss the recommendations, and essentially called for a preservation of the status quo.
The Backbone of a Social Brand: People and Their Stories
In the age of amplification of social influence through digital channels, brands that remain rooted in the advertising age face an existential threat in the digital age. Social platforms are designed to connect people, not sell products. And brands that embrace people’s stories (not product testimonials) are the ones that successfully drive social engagement.
Social Media Marketing Survey 2016
At the beginning of 2016, marketing professionals made a variety of predictions (link is external) about the future of digital marketing. Some of the most notable forecasts pointed to the increasing importance of data collection, video advertising, virtual reality, and live streaming.
Latinos 50+: Experiencing a Shift in Mindset and Priorities [REPORT & INSIGHT]
Could Latinos 50+ be turning into one of the most alluring subsegments of the U.S. Hispanic Market? What defines them and what ails them? What makes them a force, armed with disposable income, marketers should contend with moving forward? Louis Maldonado, of d expósito & Partners, wrote the White Paper: Latinos 50+: A shift in mindset and priorities.
Marketing to affluent Latinos [INSIGHT]
In part one of this two-part series, I addressed the buying power of Latinos and the different segments of this evolving market. I also debunked the myth that Latinos are of meager means. Today, let’s address two more myths about Latinos and their shopping preferences. By Brenda Storch, Director, Social Media, Epsilon
Maximizing marketing value through smarter procurement
These are turbulent times for marketers. The digital revolution is transforming the consumption of media. People under 35 watch as much video content as their parents do, but less than half of it is live television. In the United States, more than a third of all video content is now viewed online, much of it on mobile devices. Millennials spend 15 hours a week on their smartphones, and 89 percent check their work email outside of normal working hours. They are likely to trust the views of their peers and social-network connections over those of media professionals. By Cody Butt / McKinsey & Company.
How Brands Can Disrupt [INSIGHT & PRESENTATION]
The pace of change in marketing and the marketplace continues to accelerate. Unicorn companies are challenging long-established brands, and categories are being re-imagined. Upstarts question the safety of ingredients, the integrity of the supply chain, and the sanctity of long-held business models. Consumers have new expectations of brands, with 62 percent saying they refuse to buy a brand if it fails to meet its obligations to society. By Richard Edelman- President and CEO / Edelman
Becoming a Hunter of Ideas
Eleanor Roosevelt once said, “Great minds discuss ideas.” Yet, one of the most frequent complaints we hear from advertising agencies and internal creative teams is that most marketers cannot recognize good creative ideas at their seminal state. By Roderick M. McNealy, ANA Faculty
How to Become a Kick-Ass Client [INSIGHT]
Becoming a great client for agencies is not easy, but it is necessary. It’s no coincidence that successful brands are known to be great clients. By Bruno Gralpois, ANA Faculty
Attribution Is Becoming More of a Priority for Marketers
Marketers have always acknowledged the benefits of accounting for every marketing channel and brand-imposed touchpoint, but in spite of such awareness, adoption of these types of practices has been slow and labored, as explored in a new eMarketer report, “Cracking Cross-Device Attribution in 2016:
Traditional Media Brands’ Expansion into Digital Creates New Auto Advertising [REPORT]
New-vehicle drivers in the United States spend an average of 11 hours a day watching TV, streaming video content, listening to radio programming or on the Internet—often engaged in more than one of these activities simultaneously—according to the J.D. Power 2016 U.S. Automotive Media and Marketing Report—Summer.
How To Succeed At Shopper Marketing By Really Trying
Saying shopper marketing should be fully integrated and strategic is easy. Making it happen is a different story.
3 Thematic Strategies for Engaging Millennials
Though Generation Z is fast approaching the workforce, millennials are still a force to be reckoned with. Millennials, who just a few years ago were graduating from college and filling out corporate staffs, are now in the C-suite. There are already a plethora of millennial CEOs, and the question of how to engage Millennials (those of us who are not yet CEOs) is becoming more prudent and urgent than ever.
Tale As Old As time: The Art Of CPG Storytelling
Storytelling may be one of the most overused words in marketing. It’s being treated like it’s something new when, in fact, it’s as ancient as the human race. And nothing’s changed since the beginning of time, except now there are more variables that could detract or change your brand’s story.