Marketing
Managing consumer and media inflation in 2023
As global price rises impact consumer spend and advertising costs, data and insight can optimise campaign planning and make budgets go further.
2022 Hispanic Market Thought Leaders available for FREE DOWNLOAD
HispanicAd presents our 9th 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.
2022 HMC HISPANIC MARKET GUIDE explores Hispanic Diversity, Cultural Blind Spots, Inclusive Advertising & Media Consumption [DOWNLOAD for FREE]
The Hispanic Marketing Council (HMC) has released its 2022 Hispanic Market Guide, the most comprehensive resource on the U.S. Hispanic market. Hispanics are impacting the multicultural mainstream at a faster pace than anticipated, shifting American culture and purchase behaviors. Brands who make continuous efforts to connect with the multicultural market are seeing results that demonstrate the economic power of Hispanics.
New Business Pitch Concerns with the 4A’s Matt Kasindorf
A couple of months ago, the 4A’s and ANA released a joint report from their Agency Search Simplification Initiative. It contained results from a survey of 100 agency leaders and 41 clients about priority concerns in new business pitching. The report revealed some significant areas of misalignment between brands and agencies, which are ripe for improvement. By Mark Duval - The Duval Partnership
FTC announces New Business Guidance for Marketers and Sellers of Health Products [REPORT]
The Federal Trade Commission’s Bureau of Consumer Protection today announced the issuance of Health Products Compliance Guidance, the agency’s first revision of its business guidance in this area in nearly 25 years.
Despite Potential Recession, Matter Survey Finds Marketers Bullish on 2023 Budgets
Matter Communications released findings from its 2023 Marketing Outlook Survey, which explored how CMOs and senior marketing executives across B2B technology, healthcare, retail, professional services and customer experience plan to manage marketing budgets, address economic challenges and engage customers in the year ahead. The survey found that almost all (89%) CMOs and senior marketing executives are planning to increase their marketing investments for 2023, with nearly half (44%) planning to substantially increase investments.
Multicultural Consumers Have Driven Home Improvements Despite Inflation
Multicultural (MC) segments are leading the growth in the Home Improvement category, despite the spike in the price of building materials. Multicultural segments account for 60% of the share of growth, with Hispanics accounting for 39%, Blacks for 9%, and Asians for 6% of the total growth of consumers making home improvements in 2022. The high share of growth among Hispanics, Blacks, and Asians is a strong indication that Multicultural segments refocused on their families during the pandemic by improving their homes. by Santiago Solutions Group
The Hispanic Healthcare Opportunity
MediaPost.com reported that according to the CDC, we are currently experiencing the worst flu season in over a decade. A new report from advertising intelligence company MediaRadar found that various over-the-counter (OTC) drug brands had increased their ad spend for cold and cough medicine in September and October by over 1000% to connect with consumers. By Roberto Orci
LABOR-BASED FEES REMAIN DOMINANT FORM OF AGENCY COMPENSATION [REPORT]
Labor-based fees remain the most dominant form of ad agency compensation, but marketers are using fixed, or output-based fees with increasing frequency, according to a new ANA study.
Advocacy Drives Growth…Or Does It?
The stimulus for doing so was provided by this article from Ken Roberts titled, "One Final Time – NPS is Not a Lead Indicator of Growth!" Roberts provides exactly the compelling proof that I was looking for when I wrote this post back in 2006. And let's hope that the new proof will help reduce reliance on a misleading metric. By Nigel Hollis
Nudging: influence and intervention
Interventions in people's choice architecture can nudge people into behaving in more desirable ways, either for their own good, for the good of society, or for the good of brands. Nudging takes advantage of systematic biases in our decision making. But what if the evidence for those biases is over-stated? And does nudging mean that we can forget about advertising? It turns out that nudges may not be effective unless aligned with people's predisposition. So, effective marketing requires influence and intervention. By Nigel Hollis
SPANISH BROADCASTING SYSTEM First-Ever Report Shows Added Value Of Investing In Hispanic-Owned and Targeted Radio [REPORT]
Spanish Broadcasting System, Inc. announced the release of a comprehensive report and marketer’s guide to investing in premium, Hispanic-owned and targeted audio content. Brands that consistently advertised on Hispanic-owned and Hispanic-targeted radio stations on between 2017-2021 showed an average return on advertising spend (ROAS) that was 12% higher than brands that did not invest.
AIMM’s Power Up! Growth Through Inclusive Marketing [REPORT]
This CMO Guide for Modern Marketing Leaders makes an indisputable argument about where growth is coming from... Multicultural and Inclusive audiences! Which makes these diverse audiences the #1 priority for marketers, for whom growth reigns supreme. Power Up! relies on the latest industry studies, proprietary data and a host of other insights and metrics.
Hollywood Diversity Report 2022 [REPORT]
The 2022 Hollywood Diversity Report: Part 1 examines relationships between diversity and the bottom line in a Hollywood context still distorted by the virus. It considers the top 200 theatrical and all major streaming, English-language film releases in 2021, ranked by global box office and total household ratings, in order to document the degree to which women and people of color are present in front of and behind the camera.
“INCLUSION” voted ANA 2022 Marketing Word of the Year
According to the ANA’s Alliance for Inclusive and Multicultural Marketing (AIMM), inclusion is “the act of being seen, heard, understood, and respected for who we are as individuals and within a group, structure, or system.” AIMM defined diversity as “understanding and recognizing each other’s unique qualities, perspectives, and similarities that shape who we are as an individual or in a group.”
Meet the newest member of the consumer C-suite: The chief transformation officer
Consumer preferences continue to change, straining already tight margins and stranding companies that have not shifted effectively to digital and omnichannel. Supply chain problems and geopolitical turbulence are spurring regionalization, testing even the nimblest company’s ability to respond quickly. Meanwhile, persistent inflation and rising interest rates are increasing the cost of capital, forcing companies to restructure their balance sheets. Fears of a global downturn are growing; a recent survey of CEOs found that 81 percent expect a recession.
2022 Global End of the Year Forecast [REPORT]
In a world beset by economic uncertainty, advertising has been thrust into the spotlight as a sort of bellwether for Big Tech and retail commerce. Held up to that light, the narrative surrounding the health of the global advertising economy is not altogether negative. We now believe that global advertising growth for 2022 will be 6.5%, excluding U.S. political advertising. This is lower than our June forecast when we estimated 8.4% growth; however, this is primarily the effect of lowered China expectations. Ex-China, growth is forecast at 8.1% for 2022.
TRADITIONAL MEDIA RESILIENT through economic uncertainty
Advertising spending slowed down in the second half of 2022 because of economic uncertainty and issues affecting digital advertising formats, but traditional editorial media managed to grow by +2.5%. The gap in growth rates with digital advertising growth (+8.9%) was the narrowest ever measured by MAGNA, suggesting that the long-term transition to a digital-centric marketing landscape has slowed down following the COVID acceleration.
Express your emotions: Why emotional response is important in advertising [INSIGHT]
People choose brands they have a meaningful connection with, so emotional engagement in advertising is key to success. Find out how facial coding unlocks emotional understanding for advertisers.
Disconnect Between CMO Perceptions and Consumer Expectations Around Ad Representation & Web 3.0 [REPORT]
dentsu released Wave II of its CMO Navigator – a survey of 600+ North American CMOs and 1,000 U.S. consumers. The report examines marketers’ perceptions of the economic climate and ‘recession readiness,’ DEI priorities and challenges, and strategies for capitalizing on the Web 3.0 future. The report uncovers a new breed of CMOs – the Perceptive CMOs – who are more successful than their peers by calibrating their strategies at the intersection of where consumer wants and business needs overlap.
