Marketing

The acceleration of key disruptive forces in retail is causing the rapid transformation of the industry. KPMG’s new report, “Revive to Survive,” outlines three disruptive forces shaping retail’s future, and makes five bold predictions on the future of the industry.  

Seventy-three percent of chief marketing officers (CMOs) report they will rely on existing customers to fuel growth in 2021, rather than looking to develop new markets, according to Gartner, Inc. The inaugural Gartner CMO Strategic Priorities Survey 2021 shows that 39% of CMOs plan to increase sales of existing products to existing customers, while 34% will introduce new products to existing customers in 2021.

Brand metrics can help quantify the effects of advertising over the long term. But how might you explain an inverse relationship between brand equity and sales?

At first blush, the word Latinx –the gender-neutral, non binary term used to describe the nation’s diverse Hispanic population– seems ubiquitous.  It pops up regularly in press releases, in news headlines, in social media posts, in campaign mailings. But scratch below the surface, and you find little substance under the semantics. Courtesy of Billboard Magazine.

Cross media planning offers an embarrassment of riches when it comes to the range of media and datasets available to marketers. This is why a seasoned professional like Kevin O’Reilly (pictured below), Senior Vice President of Product, Data and Monetization for a4 Advertising, is the go-to person to help optimize advertising messages in the planning stage through sales enablement across cable, OTT and digital.

Building a multicultural plan that genuinely integrates the creative and the media disciplines is one of the biggest challenges in today’s multicultural space.  By Isaac Mizrahi – Co-President of ALMA

The world feels like a very different place to the end of the previous decade. For brands, the volatile times mean a greater need for emotional intelligence; listening and understanding how their consumers feel and helping people navigate the new world through their products, services and actions.

There are positive signs of recovery in the global advertising industry, with the World Federation of Advertisers (WFA) reporting rising optimism and a resumption of deferred campaigns. But with actual ad spend still far lower than expected this year, marketers have had to do more with less, which means a greater reliance on effective measurement.

The Hispanic audience is diverse and nuanced in their language use, preferences, and media use. As the population grows, so does the importance of advertisers understanding Hispanic media behavior.

The proliferation and rising popularity of a myriad of digital channels over the past decade has made the measurement of media effectiveness increasingly complex.

The acceleration of key disruptive forces in retail is causing the rapid transformation of the industry. KPMG’s new report, “Revive to Survive,” outlines three disruptive forces shaping retail’s future, and makes five bold predictions on the future of the industry.  

The threat of Covid, social distancing and ‘cancel culture’ has prompted reflection, deleting what’s unnecessary, and changing the status quo from consumers shifting values, lifestyle and priorities to companies permanently going to flexible work schedules, more equitable D&I practices, and re-focusing on key growth areas, led by Multicultural and Digital marketing. My prediction for 2021 is that companies finally do Multicultural marketing right, and allocate the commensurate fair share of budget, resources and attention to this business imperative.  By Liz Castells-Heard, CEO & Chief Strategy Officer, INFUSION

The ANA introduced new tools and capabilities designed to help marketers navigate the growing complexities posed by the procurement, integration, and activation of advanced marketing technology to optimize their technology investments.

We have seen a continuous change in consumer behavior in these fast-changing times. Yet marketers still have to make the right decisions when it comes to marketing investments in unpredictable situations. In order to make the right decisions, there is a renewed recognition of the importance of accurately and sustainably measuring marketing activities. MMM is an ideal solution that can be used continuously to help your business in these challenging times.

While it’s more complicated than ever in the Covid-19 pandemic, don’t abandon forecast modeling. Just change how you do it.

Latin American brands often feel overly confident in entering the U.S. market. Having experienced success in their home markets, they look to replicate that brand affinity north of the border, often using the same strategy that won at home. But, that affinity doesn’t always translate into a successful entry, especially when brands fail to realize and plan for the shift from a mostly homogeneous cultural group to a more diverse society composed of varied multicultural backgrounds, cultural influences, and behavioral drivers.

Like many (in my LinkedIn feed at least), I listened with frustration about the inclusions and omissions. Now, I could list missed research, make counter arguments, pick apart the research cited, but this all misses the point – the question itself is of limited value. A better question is – Why doesn’t advertising work more often?

This article is part of a larger series that focuses on diversity and equity in marketing through the amplification of Black and racially diverse authors. As a company, we are committed to identifying actions we can take in the fight against racism and injustice, and elevating BBIPOC voices is paramount to inspiring change.

Why brands should include their customers’ offline activity in marketing attribution analysis

As brands look to build and rebuild, they will need to look for growth opportunities within the rapidly growing multicultural markets. To arm them with the cultural insights needed, the Culture Marketing Council: The Voice of Hispanic Marketing (CMC) is releasing its 2020 Hispanic Market Guide, the most comprehensive resource on the U.S. Hispanic market. The new publication is now available to view online or download for free.