Marketing
The New Latino Consumer: The impact of Afro-Latinos in the Hispanic/Latino consumer market
As one begins to explore the Hispanic identity, one realizes that there have been debates throughout history as to whether we should consider this group of individuals as a racial or ethnic group, when many members of this community identify as both. When it comes to Afro-Latinos, this unique subgroup of individuals holds a unique place in the Hispanic community for many reasons, one being the unique positioning they hold in being considered Black and Hispanic. Although we can conclude that not all individuals that identify as Afro-Latino may identify as Black, and vice versa, this unique subgroup of the Hispanic/Latino identity is one of the many “new” Latinos in the market. By Derrick Raphael Pacheco - Department of Educational Leadership and Policy Studies, Florida State University
71% of CMOs Believe They Lack Sufficient Budget to Fully Execute Their Strategy in 2023
The survey revealed that marketing budgets compose 9.1% of total company revenue in 2023, remaining relatively flat but still dipping slightly from the 9.5% reported in 2022
OPEN announces the appointment of Vergara as Managing Director for US Market
Open - Marketing and Communications Studio - announces the appointment of Millie Vergara as Managing Director to lead the operations in the United States and actively collaborate on client campaigns worldwide.
Ready for Launch: How Gen AI Is Already Transforming Marketing
For CMOs, the benefits of generative artificial intelligence (if done right) will outweigh the brand risks.
A Simple and Effective Guide to Segmenting Your Hispanic Market Research Sample
Conducting market research in the Hispanic market can be challenging, especially for researchers unfamiliar with the community or living in another country. Here is a quick guide to building a representative sample and obtaining accurate results.
Channel overload is hurting full-funnel marketing effectiveness and ROI confidence
With so many to choose from, marketers have their hands full as they weigh the options, allocate their budgets, and then validate their decisions. And as varied as the measurement landscape is today, the challenges will only increase as new channels come to market—unless marketers shift to think more holistically about their measurement.
Examining the Racial and Ethnic Diversity of Adults and Children
The 2020 Census shows the overall U.S. population in 2020 was more racially and ethnically diverse than it was a decade earlier. But how racially and ethnically diverse were different age groups within the population?
The Ongoing Appeal of the Household TV
Why the medium is still tried and true for brands even as streaming reaches maturity
The Age of Re-enchantment [REPORT]
Wunderman Thompson Intelligence is proud to present “The age of re-enchantment”, a global trends report unpacking how brands can help people transcend tough times by creating emotion-inducing experiences that deliver feelings of joy, wonder, and even fear.
Maximizing ROI with Programmatic Data: Best Practices for Advertisers
Digital media buyers constantly seek ways to maximize return on investment (ROI) for their clients' digital advertising campaigns. But, achieving this goal is often easier said than done, as numerous factors can influence the results of a digital campaign.
Will Brands Abandon DEI When the Going Gets Tough?
While some brands earn good grades on diversity, equity, and inclusion, many companies lack a long-term commitment
Creating a Data Analytics Mindset
How to shift planning efforts to focus first on data and analytics that fuel better decision-making
Six secrets of unleashing the power of retail media
The $45 billion US retail media market is surging as retailers capitalize on the consumer shift to e-commerce while offering advertisers access to their unique audiences and data insights.1 Yet capturing advertising spending as a retail media network (RMN) is far from guaranteed. Advertisers are spoiled for choice across the RMN landscape, and the number of RMNs is growing by the day. The question is which RMNs will raise the bar to meet the needs of the sophisticated modern marketer.
Despite Economic Uncertainty, Now Is the Time to Invest in Advertising
In the face of economic uncertainty, rising inflation, and smaller advertising budgets, many agencies and brands are understandably hesitant to invest in advertising. However, the reality is that advertising is still an essential tool for building brand awareness, driving sales, and growing a business.
AI Revolution: Transforming the Creative Industry and Unleashing Imagination
As the CEO of Latin2Latin Marketing, also known as L2L, I have seen firsthand how Artificial Intelligence (AI) can create immense value for our clients in the Hispanic and Multicultural marketing industry. Our award-winning agency embraced AI since its inception, to craft effective strategies to enhance and speed up our work on behalf of clients in many ways- including but not limited- to research, content development, analysis, problem solving, processes and so on. Personally, I have been studying AI for the past three years as part of being a member of the CEO Roundtable, hosted by Clark Leadership. By Arminda “Mindy” Figueroa
All Media Should Become Performance Media
The digital media landscape and its associated advertising models are being shaken to their core by the move to a cookieless landscape and increasing privacy restrictions. But are they really? And even if so, is that a bad thing?
Thinking beyond markdowns to tackle retail’s inventory glut
Over the past 18 months, retail supply chains have experienced unprecedented demand and supply shifts. Pandemic-related disruptions from the end of 2021 to the start of 2022 led to goods arriving late—or, in some cases, after the season. As retailers sought to overbuy inventory to mitigate potential shortages, softening demand and a sudden shift in consumer spending in the middle of last year left them with an inventory glut needing to be marked down or warehoused.
It’s Time to Debunk the Affiliate Marketing Misconceptions
What connotation does "affiliate marketing" carry for you? The popularity of this marketing format is on the rise again. In fact, recent data suggests that as many as 88 percent of consumers have been inspired to buy a product based upon an influencer recommendation. However, many marketers face trepidation when considering if adopting affiliate marketing is right for their brand.
Listen Up: Keep It Authentic by Extending Brand Suitability Measures to Music
With consumer sentiment shifting from mindless consumerism to mindful consumption, brand authenticity is everything. A recent study from Asendia found that 59 percent of consumers shop exclusively for retail brands that they view as "authentic," meaning that the brand is "faithful to itself, its customers, and to the wider world."
66% of Marketers lack confidence in their ability to achieve revenues goals
The CMO Council announced a new research report, “Outsmart Adversity: How CMOs Can Weather Economic Headwinds and Emerge Poised for Growth.” The report finds that 2 in 3 marketing leaders lack confidence in their ability to achieve goals in the face of economic adversity and uncertainty. Nearly 8 in 10 express concerns around lack of investment or budget cuts. Challenges with executing data-driven marketing strategies contribute to this lack of confidence.
