Marketing

It’s Asian American Pacific Heritage Month, and despite the current crisis, Asian Americans have much to celebrate. For years, this fast-growing, highly diverse multicultural group has been largely ignored by marketers, for reasons varying from “too many diverse subcultures” to “too many different languages” to “the general market advertising will reach them.” We’re seeing that now, more than ever before, Asian Americans are a galvanized group (the fastest-growing multicultural group in the U.S. with a buying power of $1.2 trillion), presenting more opportunities for brands to build trust and an emotional connection with them.

Marketers are pretty intimate with content marketing metrics, data, and analytics these days—and if you’re not, you’d best get learning.  By Lauren McMenemy

With the recent demand fluctuations caused by the Great Lockdown many brands have focused on driving short-term volume but to grow market share in the longer-term, brands must gain more than their fair share of category entrants. The latter growth mechanism is facilitated by making sure new category entrants are predisposed to choose your brand, and do not just do so because it is easily available.  by Nigel Hollis

How does the Puerto Rican consumer feel about buying right now? What can brands do to encourage consumption? We asked 200 Puerto Ricans and here’s what they said…

Unprecedented times like these bring massive challenges. Yet even during a crisis like the novel coronavirus (COVID-19) pandemic, businesses need to consider strategic plans and continue to invest in their brands. While sales may be down, it’s important to maintain—or increase—your share of the market. Continuing to invest in advertising will help set your company up for success when life eventually settles into a new normal.

In 2017, we worked with Nielsen to develop the Secrets of Spanish Language TV ROI report, which was critical in highlighting the key variables that optimize ROI with Spanish-language media campaigns.  By Roberto Ruiz, EVP – Research, Insights and Analytics at Univision

There are several ways to employ Cultural Insights to help brands gain the right amount of Cultural Intelligence to solve for larger questions. When the right cultural insights methods are utilized, marketers are able to create solutions for today, and also plan for how their category will likely be shaped in the near future.  By Whitney Dunlap-Fowler

H Code released The Hispanic Healthcare Report, the first resource exclusively revealing Hispanic preferences and attitudes towards the current state of healthcare in light of the COVID-19 outbreak and 2020 U.S. presidential election cycle.

In just a week’s time, the Coronavirus pandemic has completely upended the globe. It has had substantial effects on people’s lives and livelihoods, and it has entirely transformed the way companies do business. In the advertising industry, we’ve all felt the immediate effects: Cancelled events, meetings and business trips. Work-from-home mandates that include hunkering down inside our houses and apartments alongside our entire families. And yes, even paused and pulled advertising campaigns.

In this research we explore consumers’media consumption habits during the outbreak of coronavirus. We dig deeper into what media people are consuming more of (and plan to continue after the crisis ends), what sources of information they find most trustworthy generally and on social media, whattheywant to see more of in news coverage, their willingness to pay for trustworthy information, and what they expect from sports leagues at this time.

With all the flashy banners and retargeted content consumers see daily, just how relevant are digital ads to most Americans? Consumer intelligence company CivicScience conducted an internal study to examine how the general population feels about the bulk of the digital advertisements they are served.

For much of our industry’s history, market researchers have used intentional questioning to generate structured data to derive insights from, but as technology has grown in its ubiquity, we’ve gained access to new unstructured data sources and the resources to turn this messy data into insights.  by Kyle Findlay – Senior Data Science Director (Innovation) / Kantar

It’s not easy to find candidates for advertising, media, and marketing roles that have all the desired skills.

Here in the US, the hard-pressed retail industry has suffered the first of what is likely to be a string of bankruptcies. Last week fashion retailer J. Crew and department store Neiman Marcus both filed for Chapter 11. While neither brand could be considered strong, the real issue was the debt load both companies were carrying. The Great Lockdown simply delivered the coup de grâce.  By Nigel Hollis

Marketers have observed the rapid changes in consumers’ behavior throughout the coronavirus pandemic, because of the health effects, social distancing and physical store closures. Online purchasing has sped up. Contactless payment and new safety protocols for stores that do remain open are on the rise. Work-at-home arrangements and home confinement made broadband more essential for many households, and prompted faster adoption of certain digital platforms

I’ll wager you’ve all seen one: they’re slow paced, backed by acoustic piano and open with shots of empty city streets.  Those shots are followed by people copying with life in Coronavirus-enforced lockdown, then the brand that you can’t remember tells you that they’re there for you.  ‘They’ are the COVID-19 ‘emotional support’ ad.  And it’s time they stopped, or they got a lot better.  by Daren – Global Head of Creative / Kantar

Core strength facilitates efficient movement in humans, but when it comes to brands, core strength helps ensure that the brand is poised for efficient growth. So how do you know if your brand’s core is strong or weak?  by Nigel Hollis

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 Agency

In this episode, Hispanic marketing guru, Dr. Felipe Korzenny, discusses the ins and outs of successful marketing to Latinx consumers, with a focus on culture.

Innovation is the heart of the tech and telco industries, and brands in this category continue to blaze trails by embracing new digital touch points. However, TV remains important and experience and recommendation are some of the most impactful touch points. In this post I a take a closer look at which media work best for technology and telecom brands.  by Sahaj Chawla – Senior Consultant / Kantar