Marketing

Estrella Jalisco, an beer under the Anheuser-Busch family of brands, noticed that the autocomplete function when typing “Mexicans are” in the Facebook search bar revealed very negative results that did not reflect the truth about Mexican culture. The brand embarked on a mission to change the negative stereotypes through “Share for Good,” a next-generation content marketing campaign, partnering with Mexican artists, filmmakers, designers, and creators to unleash a tidal wave of positive, inspiring content about Mexican people and culture.

Following a recent IPA report on The Future of Account Management, there have been a number of articles questioning the role’s value. Its future is in doubt. The conversation is troubling, and agencies should pay close attention to the underlying concerns.  By Mark Duval – The Duval Partnership

There is no doubt that purpose will be more important than ever having been hit by unprecedented change this year. Not just brand purpose. Not just a purpose created by the marketing department. But rather enterprise-wide purpose that guides an organization and gets translated into the marketing for its brands, that appeals to and attracts talent at all levels, and that ladders up to how the organization behaves in its actions and reactions.

Community Marketing & Insights (CMI) has been conducting LGBTQ consumer research for over 25 years.

While most U.S. colleges and universities work toward ensuring their advertising materials reflect the diversity of their student body, it wouldn’t be a stretch to say that many would agree with the 91 percent of U.S. marketers who believe “there is still room for growth.” And marketing professionals aren’t alone.

Latinos wield formidable economic clout.

2020 is the year when the majority of all Americans under seventeen years old will be from a minority background, a process that will culminate with a so-called “minority-majority” population by the mid-2040s. These demographic changes will bring about a significant transformation to Corporate America, and during the next few months, I will discuss some of these consequences, in each article targeting one specific area of our business environment.  By Isaac Mizrahi – Co-President of ALMA

The pandemic has accelerated the death of a once-crucial medium: the TV ad, which had the surreal job of heroizing a product in 60 seconds or less.

Marketers are poised to take a quantum leap forward in crafting brand experiences. The age of digitalization means business models, industries, and value chains are exposed to perpetual disruption and creative destruction. Whenever a company like Amazon, Tesla, or Netflix redefines a category by raising the bar for customer experience, pressure mounts for every other business to step up and meet the new expectations head-on.

In the age of cultural-messaging, there is no room for error when it comes for brands to recognize and acknowledge Latina-mom-segments based on who they are, even more if they want to engage with them in their own terms. But, are brands culturally engaging with Latina moms?  By Claudio Perez-Korinko

Consumers today are living in a world of disruption, and it’s becoming harder for CPG advertisers to make meaningful connections with them. To complicate matters, CPG brands know the least about their consumer base given the heavy middleman nature of the industry. With the upcoming holiday season fast-approaching during an already challenging year for advertisers amidst the novel coronavirus (COVID-19) pandemic, now’s the time to close the gap in your customer intelligence.

Influencer marketing has the power to fuel brand buy-in. But its brands that work to progress culture in ways that inspire and contribute to society that endear themselves to pop culture.

Amid calls for an end to systemic inequalities, marketing organizations are prioritizing internal efforts to promote inclusion and combat discrimination

Return on Investment (ROI), the holy grail of finance metrics, is often a sign of low sophistication in marketing efforts. In the advertising world, return on ad spend is often referred to as ROI. This usage of ROI is only looking at sales revenue and ad spend, not taking into account the cost of the sale or any other costs beyond advertising spend.

Recently while reviewing an audio media plan with a major client we noted that while they were using a vast array of AM/FM radio programming content, they were not buying Spanish radio. The response was, “We get the audience with a general market buy.”  Was that really true? Can a general market buy with only English language stations do an effective job of reaching Hispanics and Spanish speakers? We turned to Oliver Marquis, VP Media Analytics at Nielsen, for assistance.  By Pierre Bouvard / Westwood One

In recent years, television measurement has been done through two distinct approaches. The first, adopted by more traditional television marketers, relies on gross rating points (GRPs) to evaluate and buy inventory to meet marketing goals. The second, brought on by the evolution of streaming behavior, evaluates based on the standard for digital audience measurement: impressions.

An obsession with efficiency has resulted in advertising that is bland and uninspiring – much like a supermarket tomato.  By Nigel Hollis / Chief Global Analyst, Kantar

I’ve just completed a fascinating collaboration with the econometric guru Paul Dyson which reviews a ranking of the key factors that impact advertising profitability, together with an indication of the relative importance of those factors (multipliers*). Unfortunately, it seems that not all advertisers are concentrating their energies and budgets in the right areas to make advertising as profitable as it can be.  By Duncan Southgate / Global Brand Director, Media, Insights Division

The human tragedy of COVID-19 has upended lives around the world and had a dramatic effect on consumer behavior. For businesses, these changes are forcing marketers to reimagine how they connect with their customers and drive growth.

As consumers use more and more connected personal devices to organize, curate and discover media, the opportunities to reach them through advertising has exploded.  By Steve Davis / Global Director, Advertising Intelligence, Media Division