Marketing
How US consumer behavior is changing: Insights for CPG companies [VIDEO]
With inflation at record highs and consumer sentiment at record lows, consumer-packaged-goods companies need to sharpen their brands’ value propositions and invest in innovation.
The Age of Inclusive Intelligence [REPORT]
Before the global pandemic brought the world to a standstill, we began charting the long-term consumer trends that would shape the next decade. Little did we know how quickly that analysis would be challenged.
US holiday shopping 2022: ’Tis the season to be (cautiously) optimistic
Despite continued economic uncertainty, US shoppers are looking forward to spending for the holidays. Retailers that offer good value will come out on top.
Holiday 2022 – Will Stores Capture This Moment?
Today’s holiday experience feels very different than it did two years ago —and even last year. Consumers are now able to go into stores and do so feeling safer.
National Brands Kickstart Local Demand [REPORT]
When local businesses stumble, a national brand’s revenue tumbles. A third of national marketers say 40% or more of their company’s revenue comes from local business partners, yet less than 30% of small businesses have fully recovered from the pandemic. Do the math, and you’ll see a lot of lost revenue.
2021 Hispanic Market Thought Leaders available for FREE DOWNLOAD
HispanicAd presents our 8th edition of the Hispanic Market Thought Leaders. Every edition we strive to cover important marketing topics in our Industry and highlight The Top Marketing executives for their contributions to our Industry. The 2020 US Census is our main research tool in demonstrating once again the importance, vibrancy and influence our Hispanic Consumers have in todays marketplace. We will be publishing the 2022 edition on November 7, 2022.
Amplifying Black voices in media [REPORT]
Black buying power in the U.S. is estimated to grow to $1.98 trillion by 20251. And while most brands acknowledge that Black consumers are critical to their growth and cultural relevance, earning Black consumers’ business can prove challenging as Black people around the world become more discerning of how, where and when brands are targeting them.
2023 Media Budgets [REPORT]
Marketing and advertising budgets are coming under increasing pressure and heavy scrutiny from finance directors in the volatile and unpredictable 2022 marketplace. Nevertheless, some of the world’s biggest brands remain committed to maintaining planned investment despite the threat of recession in many markets.
How to build brands with commerce advertising
The line between offline and online has blurred in consumer journeys over recent years. Consumers search for products online and buy them in an offline store later, or vice versa. Commerce touchpoints are more integrated into the omnichannel path to purchase than ever before, with sophisticated targeting capabilities and digital platforms becoming a more integral part of consumers’ day-to-day life.
Consumer Experiential Marketing Rebounds from Record 26% Plunge in Pandemic-Stricken 2020 to Post 8% Growth in 2021 and Pacing for 11% Expansion in 2022
Global consumer experiential marketing, including event sponsorships and live event marketing, grew 8.2% in 2021 to $67.63 billion, following an unprecedented 25.7% plunge in 2020, as the economic blowback from COVID-19 dealt a punishing blow to one of the most consistently growing media segments for two decades prior to the pandemic, according to a new research report by PQ Media.
Culture Gap [REPORT]
Brands are finding themselves paralyzed in a landscape driven apart by culture wars, but new research released today by FleishmanHillard shows businesses must be braver in bridging these issues to stay culturally relevant without losing authenticity to consumers.
Marketing to Bicultural Latinx Consumers [PODCAST]
In this episode of The New Mainstream podcast, Silvia Li Sam, founder of Slam Media Lab (Slam), talks about her experience as a Peruvian Chinese American and how marketers must leverage research to understand the complexities of the Latinx consumer market.
Revealed: America’s Iconic Brands Most Effective at Winning Hispanic Consumers
A recent study of over 250 iconic brands identified the top 10 brands for Hispanic consumers.
ADVERTISING FORECASTS (U.S. FALL UPDATE)
In the wake of a historically strong 2021, U.S. media owner’s advertising revenues grew by +11% to $151 billion in the first half of 2022, based on financial reports.
Data ethics is a priority for nine out of 10 CMOs but half need help making it a reality
New WFA research has found that while CMOs are keen to address consumer and regulatory concerns around data-driven marketing, the complexity of the data and digital ecosystem is making it hard for them to identify the right practical measures to take.
Maintaining investment in brand is key for marketers responding to ‘stagflation’ and planning for recovery
As consumers in many markets endure the worst cost-of-living crunch in decades, the spotlight is on brands to adapt to changing behaviours and expectations while keeping business buoyant for the recovery.
Marketing during a recession: Finding the upside of an economic downturn
Brands and advertisers just now settling into a post-COVID marketing rhythm could be facing another major disruption, this time in the form of a global recession. With 60% of economists predicting a Euro-zone recession, and an expected global growth rate of only 2.9%—down from 4.6% at the beginning of the year—an economic slowdown seems inevitable.
What is inflation?
Inflation refers to a broad rise in the prices of goods and services across the economy over time, eroding purchasing power for both consumers and businesses. In other words, your dollar (or whatever currency you use for purchases) will not go as far today as it did yesterday. To understand the effects of inflation, take a commonly consumed item and compare its price from one period with another.
Re-thinking the brand-retailer-consumer triangle.
Are the multiple layers of retail a headache or opportunity for brands? Digital is bringing brands closer to the purchase moment, but recent developments are throwing the brand-retailer-consumer triangle off balance.
DEI Shouldn’t Just Be a Black Thing… They Just Do It Better
It’s been bugging me since Gene Bryan of HispanicAd.com raised the issue on his website in early September. My compadre was ranting about the glaring omission of Hispanics in a piece written by Amira Barger a DEI practitioner and executive vice president, Health DEI at Edelman. The piece in PR Daily titled "No, you are not ‘over-indexing on Black" is a well written argument as to why organizations must challenge their pre-conceived notions on their DEI efforts in regard to the Black community. She frames and supports her argument with solid facts from the vantage point of “what it means to be employed while Black, to what it means to be represented in marketing while Black” kudos to her. Gene’s point was that the piece should have been more inclusive as opposed to Black focused. I believed that was entirely Ms. Barger’s prerogative. But the omission did leave me wondering why when DEI comes up, it always seems to be in reference to the Black community. By Pedro de Cordoba is a multicultural marketing and sales consultant.
