Marketing

In this episode of The New Mainstream podcast, Pedro A. Guerrero, CEO of Guerrero Media and Founder of Hispanic Executive and The Alumni Society, discusses storytelling and data’s importance in achieving diversity and inclusion goals within organizations and marketing and advertising.

AdAge held their Multicultural Marketing Webinar to discuss opportunities and the current state of Multicultural Marketing.  We grade it as a D+, for many reasons.  Beginning with only three (3) out of nineteen (19) panelists were Hispanic Market Executives in the conversation. They missed the mark.

Gender norms are shattering fast.

As consumers continue seeking more from brands than just products and services, the premise of brand promise has grown increasingly central to many core business strategies. And as brands look to showcase their individual promises, U.S. sports fans should be a key audience.

Brands need to start walking the D&I talk. According to a Nielsen custom study commissioned by a third party, The ROI of Inclusivity, only about 10% of national TV ad spend across major categories was on diverse networks in 2020. Share of spend on these networks has declined since 2016 across all categories except electronics.  By Roberto Ruiz, EVP – Research, Insights and Analytics

“How many people has our ad campaign reached? And how often have they seen our ad?”

Measurement has long been a critical aspect of efficient marketing practices. That said, marketing technology hasn’t always been as rich in its capabilities as it is today. But as martech has improved over the years, engagement with media has grown increasingly more fragmented, elevating the challenges marketers have in proving the returns on their investments (ROI).

Today, our research shows a change in attitude, as consumers believe they have the power to force brands to change (63 percent) and want to exert that power on brands to make society better (78 percent). The deeper dependence on brands forged in the pandemic has made trust an essential purchase consideration, nearly equal to quality and value.

Building influence is an online and offline activity that a business or organization needs to develop to create effective persuasion. It all starts with the context of the ask and the planning of the campaign.

For decades, Hispanic grocers and Hispanic products in mass market grocers have been dominated by food which comes either directly from Latin America or U.S. based companies that try to emulate those of Latin America, like cheeses, spices, and canned goods.

The funnel as a marketing concept celebrated its 100th birthday some time ago. The magnificently named St. Elmo Lewis came up with the acronym AIDA in 1898. He argued that you need different sorts of advertising to capture Attention, stimulate Interest, stoke the flames of Desire, and finally nudge your audience into Action.

The first-ever global census of the marketing and advertising industry has now gone live, designed to assess the scale of the diversity challenge facing the profession.

Coca-Cola North America announced plans to nearly double its spending with minority-owned media companies over the next three years.

Latinx consumer expert Dr. Ines Poza says if you work in any kind of consumer insight industry, the term “acculturation” is worse than useless – it can waste time and money. Here are her top 5 reasons why.  By  Dr. Ines Poza / Poza Consulting

As media channels grow more complex, companies can open a view into the data as a first step to owning their marketing destiny.

Our purpose as a firm is to help create positive, enduring change in the world. In a year of unprecedented challenges, we came together to deliver on our purpose.

The world’s most valuable brands have experienced record growth according to the Kantar BrandZTM Most Valuable Global Brands 2021 ranking, with the total worth reaching $7.1 trillion – equivalent to the combined GDP of France and Germany.

As the LGBTQ community has grown its footprint, there is no doubt that digital connectivity is perhaps the single most influential factor in the advancement of the LGBTQ community.

In a time of crisis, younger generations hold true to their ideals and demand accountability

Interpublic Group’s Matterkind and MAGNA revealed ROI to Sender, a new report that lists the best practices for running a direct mail campaign and explores the value of new product developments like Advanced Addressable Direct Mail (AADM).