Marketing
Karina Cerda promoted to EVP of Global Marketing at Entravision
Entravision announced the promotion of Karina Cerda to Executive Vice President of Global Marketing. In this newly created position, Ms. Cerda will spearhead a company-wide effort to bring Entravision’s collective global marketing strategies together under a single unified umbrella.
The business case for marketing balance
In tough economic times, it can be tempting to double down on immediate revenue wins. Even though it may seem counter-intuitive, now is exactly when you should be investing in your top-of-funnel marketing.
Majority of Marketers Are Using Multi-Touch Attribution for Marketing Analytics [REPORT]
MMA Global, the association devoted to architecting the future of marketing, released its annual State of Attribution Marketer Benchmark Report. For the first time since MMA Global released the survey results in 2016, over half of marketers (53%) are using multi-touch attribution (MTA) to track and optimize marketing performance. Adoption has risen steadily over the past six years, dipping slightly in 2021 and rebounding dramatically in 2022 with a nearly 33% increase.
Guidelines for Measuring Influencer Marketing [REPORT]
The ANA introduced the industry’s first set of guidelines for measuring influencer marketing to help advertisers overcome a challenge that has thwarted them for several years.
Product demos in advertising; how to get them right
Building your product into the story of an ad, or finding creative ways to convey the brand experience, help persuade and build affinity for your brand.
Clock Watchers No More
“Companies Want Lawyers to Kill the Billable Hour," reads the headline in a recent issue of the Australia Financial Review. Around the same time, the marketing publication Campaign ran an article titled "Wary Marketers Sour on Billable Hours." Could it be that the hourly is rate is finally, at long last, marked with an expiration date?
It’s true: You really do need to spend money to make money
Advertising is a commitment. It can also be expensive. And while we know that brands are prioritizing their brand awareness efforts in the coming year, there isn’t a marketer on the planet who’s not focused on the tangible returns that their spend delivers. And given that focus, it’s not uncommon for brands to pull back when the returns aren’t there. Somewhat counterintuitively, however, that’s usually not a good strategy.
Why the agency selection process is broken – and how to fix it
Something is rotten in the state of advertiser-agency relationships – indeed, several things are rotten – and this is manifested most clearly in the broken agency selection process. Reviewing prospective agency partners is now too onerous, costly, and time-consuming on both sides. Selection criteria are dominated by costs saved rather than value delivered. In many cases, there’s been an erosion in trust between advertisers and their agency partners.
2/3 of Global Marketers lack confidence in their DATA
To spot sudden, disruptive changes in customer and market behavior, modern marketers need high-velocity data marketing, according to a new report by the Chief Marketing Officer (CMO) Council and GfK. These data systems need to be agile and adaptable with the ability to acquire real-time, relevant data signals and close the gap between data, insights and action.
Traditional Advertising is Alive and Well
“Digital marketing is the future.” Whoever the first person was to make that statement wasn’t wrong.
What Can Hollywood Teach Marketers About The Importance of Diversity?
The Association of National Advertisers (ANA) has been telling advertisers that diversity and inclusion will lead to brand growth. The ANA’s Alliance for Inclusive and Multicultural Marketing (AIMM) has developed new research tools that have proven that inclusive content makes advertising three times more effective. Unfortunately, not everyone has gotten the message yet. But what about America’s pastime– MOVIES. What can we learn about consumers through an analysis of how movies perform? Nobody is forced to watch a movie, right? So, it stands to reason that people will prefer movies that resonate with them. By Roberto Orci
Underspending in 50% of Media Plans Jeopardizing Maximum ROI [REPORT]
According to the report, about half of marketers are not spending enough in a channel to get maximum ROI. While a poor ROI might cause brands to pull back on spending, Nielsen found that spend often needs to be higher to break through and drive returns. Nielsen's "50-50-50 Gap" states that while 50% of media plans are underinvested by a median of 50%, ROI can be improved 50% with the ideal budget.
Living up to a brand promise
It’s no secret that brands have shifted their efforts to create personalized messages and offerings to earn consumers’ attention and wallets. However, personalization tactics alone won’t be enough to foster more meaningful, long-term relationships with their customers.
2021 Hispanic Market Overview Report- DOWNLOAD for FREE
HispanicAd.com in association with Adam R Jacobson are proud to announce the availability of the 2021 Hispanic Market Overview - titled “Achieving New Heights”
Reimagining the C-suite
Spring this year brought a flurry of thought-provoking senior executive-level hires in the retail industry. Some appeared to be primarily shrewd marketing and influencer-gathering moves — the appointment of Kim Kardashian as chief taste consultant by Beyond Meat, or Hilary Duff as chief mom officer of Carter’s. Others look like early bets on a still-unknown future; both Crate and Barrel and Disney, for example, have recently appointed senior vice presidents of the metaverse.
ANA, WARC & LIONS announce long-term partnership to create a US and Global business practice to “Crack the Code of Creative Effectiveness”
The ANA, WARC, and LIONS have announced a unique long-term research partnership to create a global framework that guides and supports brands in ‘Cracking the Code of Creative Effectiveness’. The initial goal of this project is to address both the culture of effectiveness within organizations as well as the elements of campaign effectiveness. Other fundamentals of effectiveness, aligned with the ANA Global Growth agenda’s Brand, Creativity & Media pillar, will be incorporated into the creation of the roadmap and foundation for the practice.
State of B2C Conversational Marketing [REPORT]
The report surveyed 400 B2C marketers across the globe about their experiences and approaches to better understand how marketing teams in general are using conversational marketing. The report dives into how B2C marketers are finding success, improving metrics, the particular channels they're finding more effective, and more.
What are the most valuable global brands in 2022?
The combined value of the world’s Top 100 most valuable brands has increased by 23% to $8.7 trillion over the past year, highlighting the importance of brand strength in navigating an unsettled global economy.
Performative Gestures in Multicultural Marketing
At some point, we need to demonstrate that the “Performative Gestures” by many advertisers and their media buying agencies have merit and contribute to the overall growth of advertising and marketing to Multicultural Consumers.
Advertising that celebrates diversity is more likely to drive long-term business effects for brands [REPORT]
System1 released the findings from Feeling Seen USA, a comprehensive report examining diversity and inclusion in advertising. The report revealed that ads that successfully leverage emotional stories with diverse characters can contribute significantly more market share growth than the average U.S. ad
