Marketing

Brands have to show they want to truly connect with people rather than just reach them

Dizzying changes in customer behavior are pushing brands beyond B2C or B2B, but what is B4H?

Let’s talk about planning. Even better, let’s be clear what we mean by the word, then let’s talk about it.  By Brian Jacobs / The COG

The new report details how the self-reliant buyer and a chaotic, digital-first customer journey have flipped much of the sales action to the top of the funnel, making marketers responsible for nearly half of a company’s revenue. Yet scarce resources, mediocre data skills, and a skeptical CEO threaten to undermine marketing’s efforts.

Upland BlueVenn commissioned OnePoll to determine how and where consumers interact with brands, and if marketers are meeting their customers’ expectations. The research examines the way in which consumer-marketer interactions differ from sector to sector, and explores the top channels consumers and marketers use for various industries(and whether these align).

Brands are still adjusting to this new landscape — a misstep can place a company in negative light and damage brand perception and loyalty. Porter Novelli recently conducted a study and published its finding in a report about U.S. corporate cancel culture and consumer behavior.

Dear Marketers,   In this time of social transformation, as national advertisers you have been thrust into a dialogue of diversity, equity and inclusion regarding multicultural sectors. While many of the corporate initiatives you’ve undertaken are laudable, in too many cases the DEI conversations and initiatives are being led by the very marketers that are slashing their multicultural ad dollars and using the cloak of DEI to cover the shifts that are taking place.  From Hispanic Marketing Council
 

It is obvious to even the blindfolded and radicals that we are living in weird times, hopefully, time for changes, good ones, time for disruption in many aspects of our personal and professional life, disruption in social and community living, and all of this seems to be bringing -in a very special way- a GRAND remark from the Advertising industry, to re-balance the weight in favor of way more and more print and TV Ads involving people of color and people of Asian ethnicities like it has NEVER seen before in the United States.  By Jorge Parra Photography and AtHome Production: Hybrid Solutions for the Production of Your Commercial Photography and Video Projects in Times of Quarantine and Isolation

There are many ways to execute content on behalf of people and brands.

The ANA announced it is launching a comprehensive study of the programmatic media buying ecosystem, which it described as “riddled with material issues including thin transparency, fractured accountability, and mind-numbing complexity.”

Social media influencers can help nonprofits reach a more engaged audience

NBCUniversal Telemundo Enterprises announced the appointment of Federico Garza as Senior Vice President of Research Strategy and Insights.  Garza will be responsible for overseeing and developing comprehensive research plans through consumer insights, data capabilities and multiplatform measurement that will help drive and underscore the long-range business objectives across Telemundo.

For marketers, 2020 was the year of the pivot. Those who thrived used ingenuity and agility to keep in lock step with the pace of change. But change is far from over.

Candidates are expanding their search for the elusive undecided voter — followed by growing investments in online analytics

Empathy is not just another tick-the-box exercise

The Hispanic Marketing Council (HMC) announced the jury for the HMC Strategic Excellence Awards, the only award of its kind that honors multicultural strategic thinking and cultural competence in marketing. Led by jury president Maurice Cooper, senior VP of marketing at Target, the roster features executives representing Hispanic marketing, media and digital agencies, as well as key client leaders.

What experts say is that the ROI from social media has to be rated at 5 as the networking is virtually free of cost. What they do not understand is that there is a cost on time invested and people deployed.

In today’s times, brands are expected to be more than a logo. Consumers expect them to take action- to show their authentic worth. While many things have changed, the core pillars of brand building have not. In this episode, Managing Director of GfK Marketing Effectiveness, Eric Villain, explains the true need for a healthy brand and what you need to get there. How can brands create meaningful connections with their consumers?

If you ask a CMO, “Who is your target consumer?” there’s a high probability the answer will be “Millennials or Gen-Zers.”  One of the characteristics that distinguish these demographic cohorts is that these are the most multicultural generations we have ever seen in the United States. It is estimated that almost half of all Gen-Zers and 44% of Millennials are from a multicultural background. Together, these two groups represent nearly 42% of the country’s population.  By Isaac Mizrahi – Co-President of ALMA Agency

To promote diversity in their ad campaigns, brands and agencies have to practice what they preach