Marketing

This report from ANA’s Alliance for Inclusive and Multicultural Marketing (AIMM), based on three separate studies among ANA members, concludes that women overwhelmingly comprise the bulk of the marketing industry’s workforce and at the senior leadership level, female representation is now likely at an all-time high. However, ethnic diversity continues to be poor, especially for African-American/Black and Hispanic/Latino.

With the nation’s leading multicultural marketing executives logged on to participate in the virtual 2020 ANA Multicultural Marketing & Diversity Conference, which began Tuesday with strong sessions from Procter & Gamble Chief Brand Officer Marc Pritchard and Nestlé U.S. CMO Alicia Enciso, the ANA released a new diversity report that paints a sober picture of just how lacking diversity remains in the U.S. marketing industry.  By Adam R Jacobson / Radio + TV Business Report

GROWTH. If there is one word that best describes the imperative nature of marketing and the priority shared by all CMOs in these unprecedented times, this is it. Growth has never been a greater priority than it is today. This is not a new idea of course. The industry and CMO community have rallied around the importance of marketing as a growth vehicle in prior years.

Nine of 10 chief executives, advertising, promotions, sales & marketing managers are non-Hispanic white. Without breaking  internal marketing “culture bubbles” to put cultural fluency and insights at the core of every brand strategy, brands risk a break up with Gen Zers and their parents.

In 1970, the United States Census Bureau coined the term “Hispanic” to reflect the growing population from Spanish-speaking countries. While many identify with the term, others prefer to call themselves “Latino” or “Latina,” reflecting their origin from a Latin-American country. But there’s a new contender on the scene: Latinx. By Jennifer Dellapina / Conill Advertising

During 2020 we’ve published seven category-specific media effectiveness investigations covering Food & Drink, Tech & Telco, Alcohol, Finance, Personal Care & Beauty, Automotive and Retail. Through this process we’ve discovered that each of these category doors has its own media effectiveness keys, but there are also a few master keys which unlock impact and effectiveness across all categories.

Without skilled people and the right processes, marketing technology will waste money rather than gain customers.

The crisis has widened consumer appetite for choice and introduced unexpected shifts in consumer behavior—this year’s holiday shopping is up for grabs.

Organizations have been pressuring marketers to holistically measure and validate their efforts for years, but COVID-19 has certainly amplified the urgency. With advertising and budgets off track this year, marketers and CMOs have more at stake because there’s literally no room for waste or inefficiency.

For many of us, our ideals and attitudes about who we are as individuals are shaped by our heritage and cultural experiences. As consumers, our affinity for certain brands pass through these filters resulting in purchase behaviors that tie back to our beliefs and how we see ourselves. Among multicultural audiences, this presents a unique challenge for marketers. There is no one size fits all solution to gaining buy-in from this diverse group. U.S. Hispanics hail from over 20 countries of origin, and Asian Americans, 40 countries. Understanding the importance of identity to multicultural audiences is essential to mitigating cultural bias in your marketing campaign strategy and delivering culturally relevant advertising.

A new Chief Marketing Officer (CMO) Council report, which was produced in partnership with Precisely, has been released. The report is titled, How Covid Has Changed The Channels Of Engagement.

We need your help in answering one question about the use of the term.

Once again our very sought after publication Hispanic Market Thought Leaders will be published on Monday November 16. 2020.  To review last year’s edition, please go to article.

In business as in war, the surest way to lose a battle is to send your troops marching in multiple directions. Military leaders know that battles are won by concentrating their forces on a clear objective.

In this video made for EffWeek, Paul Feldwick lays out the argument behind his upcoming book, Why Does the Pedlar Sing? When it comes to creativity, Feldwick asserts, advertising has lost its way. Rather than seeking to be popular with a broad audience, he suggests that all too often advertising is created to win the approbation of those dishing out advertising awards.  By Nigel Hollis

The turbulent future of TV and how marketers can prepare

Retail sales have largely recovered from the pandemic heading into the holiday season but the growing number of coronavirus cases remains a threat and additional federal stimulus could help keep the economy on track, National Retail Federation Chief Economist Jack Kleinhenz said.

There’s never a good time to reduce ad spend, but the challenges and uncertainties brought on by the COVID-19 pandemic were too great for most brands to ignore, driving widespread advertising cutbacks across channels and markets. The pause in spend likely had an adverse effect on brand awareness for many companies, which means that now is the time to get back in the game—but with a strategic, well-balanced approach.

America is often described as a “melting pot” of different nationalities, ethnicities, and cultures. Much to the dismay of Teddy Roosevelt (who in a 1916 speech noted “There is no room in this country for hyphenated Americanism”), Americans have perfected naming each ethnic group within our borders distinctly, and those names have evolved.

The role of the Chief Marketing Officer is more difficult than ever: ‘business as usual’ is no longer an option and the future is clouded by uncertainty. Although no one could have predicted the pandemic, some marketing leaders report feeling better prepared for the road to recovery than others.