Marketing

Being customer-centric is a buzzworthy topic these days.  Every company pays lip service to being customer-centric, but in most cases it is simply that: lip service.  Most companies simply come up short.

In a political bombshell still reverberating through Washington, Donald Trump, confounding the predictions of most of the pundits and pollsters, won a solid electoral victory. For the first time in eight years, the Republicans control the Presidency and the House and Senate. This means that it is likely that the political gridlock of the last three Congresses will be broken.

In order to reach millennials, consumer brands have to target more multicultural audiences in their advertising and social campaigns, according to a recent study by Buzz Marketing Group (BMG).

Millennials have been a marketing obsession for several years now as the generation develops into a larger percentage of the work force and begins to earn and spend more. Yet, a new storyline has recently emerged around Millennials: It turns out, they’re not a uniform generation with identical traits that apply to every single member.

The world and the marketplace have long moved beyond evaluating companies based solely on the quality of their products or the services they provide. Equally important to protecting and growing reputation are the relationships a company has with its environment, communities, employees, etc.  By Wendy Salomon, VP, Reputation Management & Public Affairs

In local communities, the civically engaged – the people who vote, volunteer and connect with those around them – play a key role in community life. Thus, how and to what degree they stay informed about their communities carries added weight.  By Michael Barthel, Jesse Holcomb, Jessica Mahone and Amy Mitchell

There is a tremendous amount of excitement about influencers today. Influencers can help CPGs solve so many challenges like saving de-listed items, launching a new product, educating consumers on complicated products or updates and helping increase basket size. But working with influencers is not as simple as it might seem at first glance and along the way you might find yourself in a bit of a pickle.

Does your data have a purpose? If not, you’re spinning your wheels. Here’s how to discover one and then translate it into action.  By Helen Mayhew, Tamim Saleh, and Simon Williams

We’ve heard it before… Hispanics over-index on all things digital, mobile and even social.  Here at Univision, we’re able to go a layer deeper into Hispanics’ digital habits, using a mixture of proprietary and syndicated insights that only we can offer.  In our latest Hispanic 411 webinar, The Digital Boost: Influencing Hispanics’ Path to Purchase.  By Roberto Ruiz / Univision Insights

Demographics and buying behavior are critical for any company to understand consumer preferences and demand. But today’s retailers need to understand shoppers beyond race and gender segments. Every shopper has a specific need that drives where they shop and what they buy. And disabled consumers are no exception—they have their own unique preference that should command personalized attention from manufacturers and retailers.

There’s a trend in digital marketing that will result in what I am referring to as Connected Creativity.  It’s the ability for marketers to leverage data, create more engaging, more personalized storylines across channels and devices, and be truly creative in their execution.  This three-dimensional strategy represents the evolution of the role of creative in a digitally driven marketing environment.  

A deep dive into the impact of politics on consumers, and the brands courting them.

According to August 2016 polling by Strata, nearly 60% of ad agency professionals said they were fearful about the inventory quality available when engaging in programmatic buys. And it’s an anxiety that has grown along with programmatic buying itself: In May 2015, only 48.0% were concerned about this.  Transparency of inventory was yet another top fear, and it too had grown since May 2015. A little more than half (or 52.7%) of those polled said this was problematic.

So, yes, this is another article about selling to millennials. In 2016 alone, millennial buying power is estimated at $600 billion. That will only continue to surge as their incomes increase and they reach their peak spending years. Here, we look at four things CPG brands should keep in mind in their shopper marketing and consumer promotion plans targeting this vast, sophisticated group of consumers.

Facebook’s system allows advertisers to exclude black, Hispanic, and other “ethnic affinities” from seeing ads.  Imagine if, during the Jim Crow era, a newspaper offered advertisers the option of placing ads only in copies that went to white readers.  That’s basically what Facebook is doing nowadays.  by Julia Angwin and Terry Parris Jr. / ProPublica

Research was conducted to better understand how ANA members are using data to manage agency relationships and how learnings can be applied to optimize client/agency performance.

A new generation of media agency leaders will have to fight to retain status as the business takes on ad:tech, consultancy and a more aggressive client base.

A few weeks ago, I had the privilege of speaking to a room of senior brand marketers at the 2016 NPD IDEA Conference – an event dedicated to helping brands understand the levers for market disruption and innovation.  As we gear up for the holiday season, I felt it important to share some of the key messages from my talk, and why Hispanics truly are consumers that bring brands MORE.  By Roberto Ruiz / Univision

This month, I had the opportunity to attend the Association of National Advertisers’ Multicultural Conference and participate in the launch of the “We Are Gen Z Report.” It was an interesting intersection of where cultural marketing is today and where I think it’s going in the future.  By Jose Villa /  Sensis

According to the Digital Marketing Glossary, newsjacking may be defined as “the art of using news events or stories for marketing and advertising purposes.”  The idea is to identify breaking stories and find a creative way to become a part of them.  by Wegs, Chief Idea Officer / Dieste