Marketing
Why You Need a RFM Revamp
Making it through the holidays is the hardest part of a retail marketer's job. But, after the New Year, it's hardly time to sit back and relax. What comes next can make or break how successful the next year could be.
How Brands Can Authentically Engage Hispanic Creators [REPORT]
BODEN influencer team sat down with Hispanic creators for our latest report, “How Brands Can Authentically Engage Hispanic Creators.”
Five Leading Media Advocacy Groups to Make Diverse Content Creators and Talent More Discoverable, Accessible
Gracenote, the content metadata business unit of Nielsen, is joining forces with leading advocates for equitable representation in media on a new Studio System feature, Diversity Spotlight. The enhancement leverages insights from IllumiNative, Gold House, RespectAbility, National Hispanic Media Coalition (NHMC) and Coalition of Asian Pacifics in Entertainment (CAPE) to highlight people and projects that meet a range of diversity-specific criteria and open new casting, funding and collaboration opportunities.
Language and Traditions Are Considered Central to National Identity [REPORT]
Results of a Pew Research Center survey highlight language and customs as key components of national identity, while views on the importance of birthplace and religion are more divided.
C-SUITE LEADERS FROM VOLKSWAGEN, CONSTELLATION BRANDS & PEPSICO TO HEADLINE 2024 HMC ANNUAL SUMMIT ON APRIL 10-11, 2024 IN NEW YORK CITY
The Hispanic Marketing Council (HMC) announced early bird registration is open for 2024 HMC Annual Summit on April 10 to 11 at Convene at One Liberty Plaza in New York City’s Financial District. In addition, HMC released the first round of C-suite headliners, including Pablo Di Si, President & CEO of Volkswagen Group of America; Greg Gallagher, Vice President of Brand Marketing, Beer Division Constellation Brands and Esperanza Teasdale, Vice President & General Manager of PepsiCo, who will showcase the culture-driven strategies that are yielding growth and competitive market share.
How Brands Bolster Their DEI Efforts Amid Growing Turbulence [PODCAST]
Bud Light. Kohl's. Target. These are just a few of the major brands that faced a serious backlash last year for embracing in their marketing and merchandising efforts. But the backlash sparked an additional backlash.
Inclusion, Equity and Diversity C-Suite Survey [REPORT]
Employers are being confronted with numerous legal and workplace complexities in managing inclusion, equity and diversity (IE&D) programs, from the repercussions of the U.S. Supreme Court’s decisions to roll back affirmative action college admissions policies to new anti-IE&D state laws to mounting calls to take a stance on social issues.
Major shifts are occurring within the CEO mindset [REPORT]
CEOs are also feeling increasingly positive about marketing and their CMOs. In 2023, more CMOs received a “Grade A” from their CEO for overall performance in their role with 73% giving an “A” or “B”.
Marketing Performance versus Business Performance: What to Prioritize?
The alignment of marketing strategies with overarching business objectives is becoming increasingly crucial in a business landscape more obsessed than ever with ROI. Traditionally, marketing performance has been evaluated through channel-specific metrics. However, this approach often overlooks the broader business objectives, leading to a misalignment between marketing efforts and overall business performance. To achieve sustainable growth, marketers need to shift to incorporate both mindsets in their day-to-day decision-making.
How to Boost Engagement and Deepen Consumer Relationships
Good marketing is all about the consumer. If it isn't geared toward real people, then, honestly, who is it for? Of course, while being consumer-obsessed may seem like common sense, truly understanding your consumer base — and how this audience(s) will change and evolve, is no easy feat. It requires dedication, constant research, and social listening, as well as an openness to learning about different demographics. It isn't a "one and done" approach.
AIMM Diversity Report: Compendium of Historical Member Case Studies [REPORT]
Throughout the years, AIMM's Diversity Report for the Advertising/Marketing Industry have included compelling case studies from ANA members' DE&I initiatives. These cases share the stories of brands making diversity, equity, and inclusion a priority, and putting actions behind their words. Each edition of the diversity report between 2018 and 2022 featured case studies. Much of the information shared in those case studies is still highly relevant today. We have assembled those case studies in a compendium.
A New Framework for Selling Creative Effectiveness [PODCAST]
Trying to educate the C-suite on the complexities of modern marketing has become an occupational hazard for CMOs and marketers. The problem is that a lot of folks in the C-suite — and throughout the rest of the company, for that matter — think marketing is easy. Create a snappy jingle, add some crisp copy, make it relatable to the target audience and, voila, there's your marketing remit. But the reality couldn't be further from the truth.
What do we mean by creativity in advertising?
This might seem an obvious question until you try and put the answer into words. Marketers talk about creativity all the time, but rarely seem to define what they mean by it. Futile though it may be, this post is my attempt to describe the qualities of creativity in advertising. By Nigel Hollis
Advertisers Need to Implement Campaign Setup Governance
In a world where digital advertising is increasingly complex and fraught with challenges, the role of robust campaign governance has never been more critical. Recent well-publicized research from Adalytics brought to light glaring issues in digital ad placements, including significant budget waste on Google video partners and the inadvertent placement of adult ads on children's channels. The latest in this series exposes grave brand safety violations, where advertisements of globally renowned brands have been spotted on fraudulent sites and adjacent to disturbing content.
Embracing Diversity: The Integral Role of Hispanic Heritage
The narrative of Hispanic Americans is richly bilingual, a testament to a community where language is as much about cultural identity as communication. The ability to speak Spanish is not merely a skill—it's a vital heritage connector for most of this vibrant demographic. By Sylvia Vidal - Senior Vice President, Insights | Qualitative & Quantitative Research | U.S. Multicultural & LGBTQIA+ Research | Inclusive Research Advocate | Latin America & Caribbean Research Specialist
In-housing set for rapid and continued growth at major multinationals
According to a recent survey conducted by WFA and The Observatory International, 66% of brands now have in-house agencies, with 21% actively considering one. According to that same survey, 70% already have strategic capabilities in-house and many plan to shift new tasks from external agencies over the next three years.
AI and the Future of Streaming Media Advertising
A few months ago, Tom Hanks warned that his likeness had been used in an AI-generated advertisement without his permission, yet another powerful reminder of what AI can now do. This was clearly a misuse of the emerging technology. However, AI can also serve a more positive role for both streamers and brands, providing powerful new ways to engage audiences and improve advertising performance.
Top 2023 Multicultural & Inclusive Marketing Learnings to Bring into 2024 [REPORT]
As we welcome the new year, we at Santiago Solutions Group (SSG) have reflected on the accomplishments within our industry, the growing insights per consumer segment, and the technological advancements that have taken charge in our business landscape. There have been many unique learnings for all segments – through partnerships with brands and organizations, attendance at numerous industry-wide conferences, and more. Here are 6 key insights we’ve learned throughout the year 2023: Women of color, especially Latinas, drive spending and set new trends in the beauty industry where building brand trust and adapting to a more diverse audience becomes imperative.
Trends 2024 [REPORT]
We were not mistaken last year when we discussed that solutions based on strength would continue to gain ground in the world and that citizens' reaction to uncertainty would be disenchantment and evasion. And because of this, social networks, led by TikTok, would transform information into entertainment. We highlighted the importance of expressing emotions and saw celebrities and leaders speaking from the heart, thus challenging more traditional stances.
