Marketing

Today’s multicultural teens and parents ages 25-49 have little tolerance for being disrespected by brands. According to a recent study by the Cultural Marketing Council: The Voice of Hispanic Marketing (CMC), more than half of people ages 13 to 49 have quit a culturally illiterate brand, saying it offended them or disrespected their values—that number skyrockets to 72 percent among Black female parents  ages 25 to 49. Thirty percent of teens and adults who have already quit a brand also said advertising adjacent to offending content was the reason for a brand break-up.  By Nancy Tellet, CMC Research Chair, Culture Marketing Council: The Voice of Hispanic Council

Marketers have entered an age of uncertainty, facing more roadblocks to measurement than ever before. The media landscape is becoming increasingly complex, with the explosion of different channels and data sources posing measurement challenges.

60% of customers question repeat purchases; Extensive study reveals the truth about what makes people want to buy from brands agai

Marketers still lack the skillsets and metrics needed for long-term success in a discipline often at odds with traditional advertising

The COVID pandemic is having a dramatic and potentially lasting impact on business travel among U.S. marketers, according to a new ANA study.

Take the chart from my article about how purchase decisions are made, wrap it into a circle, and you get the buyer cycle shown above. Profitable brand growth is the result of applying effective marketing pressure at each point of the buyer cycle. Brand building advertising is important to get people into the cycle and keep them in it, but it does not guarantee profitable growth on its own.  By Nigel Hollis

Media is one of the key strategic pillars in any marketing strategy. Progressive marketers view media as an investment that will drive business growth in both the short and long term, and this is elevating media as a focus for Chief Marketing Officers.

This webinar presents a deep-dive on the progress being made by WFA members towards delivering the future-fit marketing organisation in conjunction with our recently published report.

According to a study by the Culture Marketing Council: The Voice of Hispanic Marketing (CMC), despite a multicultural majority among the under-18 age segment, most non-Hispanic white (NHW) teens do not experience the MC majority reality in their daily lives—from their schools and neighborhoods to their friendships online and in real life. Regardless of race or background, teen stress levels are high, trust circles are tight and vary among kids and parents, depending on culture, age, and experience with organizations and institutions.

The way advertising really pays for itself is by seeding positive impressions that will influence people when they are ready to buy the category, at some point in the future.   By Nigel Hollis

Hispanics were conspicuously left out, the largest ethnicity and highest business growth segment, except in Huggies’ multi-ethnic real babies born this Super Bowl Sunday.  By Liz Castells-Heard, CEO & Chief Strategy Officer, INFUSION

If you’re still planning your media the way you did a year ago, you’re a bit late to the party. Just like it has done to everything else, COVID-19 has thrown traditional media norms for a loop, forcing a massive reset amid rapidly evolving consumer behaviors. So in that way, banking on yesterday’s data and processes to succeed heading into 2021 is a recipe for dubious budget allocations, missed opportunity and wasted spend.

Diversity, equity, and inclusion took center stage in 2020, with many brands rushing to restructure internal teams and re-evaluate advertising campaigns in response to calls for social justice. There was a cultural shift among the general population. Multicultural consumers became the focal point, and forward-thinking brands responded by creating culturally relevant marketing that appealed to multicultural consumers.

The key areas that buyers and sellers need to resolve in the evolved TV marketplace

It is my attempt to summarize as clearly and simply as possible the process by which people choose between brands based on their intuitive and deliberative thinking. I would love to hear your thoughts about it, good, bad, or indifferent.  By Nigel Hollis

TurboTax, from Intuit Inc., announced the launch of its Latino-focused integrated marketing efforts.

As new headwinds and market conditions present themselves, marketers across the retail landscape often can be found reshaping growth strategies. Last year — the year that shall not be named — was a case study in on-the-fly strategizing thanks to how the pandemic upended elaborate plans and mainstay messaging. While becoming the largest news story in decades, it also forced most marketers to reassess priorities and reconsider how their brands and products fit into such strange and new consumer lifestyles.

According to KPMG’s Corporate Data Responsibility survey, 97% of American consumers indicated that data privacy is important to them, yet 68% don’t trust companies to ethically sell personal data. And COVID-19 has only made consumers more aware of data privacy issues—making it even more imperative that companies act responsibly.

I’ve always found extremes uncomfortable. Back in the day, when everything in advertising agencies bent to the latest whims of the creatives, us media guys chuntered on.  By Brian Jacobs – The Cog

It was less than two weeks after the storming of the U.S. Capitol and the night before President Joe Biden’s inauguration.  I spoke with Mario X. Carrasco, Co-Founder and Principal of ThinkNow, an award-winning, technology driven cultural insights agency. The plan was to talk about multicultural marketing.  We did.  But we talked about a whole lot more.