Digital advertising’s readily available measurement metrics and low-cost perceptions make it more attractive by the day, which is reflected in the channel’s growing share of spend. But is it really as effective as marketers think it is? by Kristanne Roberts – Global Development Director – Brand Lift Insights Kantar
Marketing
Digital advertising can certainly deliver impact, but it’s not the Holy Grail
Progressives, Hispanics are not ‘Latinx.’ Stop trying to Anglicize our Spanish language.
When Yale professor Cydney Dupree and her colleague analyzed more than two decades worth of political speeches and conducted experiments searching for bias when communicating with racial minorities, they were surprised by what they discovered. According to their report, published this year in the Journal of Personality and Social Psychology, conservatives generally addressed whites and minorities similarly, but liberals were likelier to modify their speech and “patronize minorities stereotyped as lower status and less competent.” By Giancarlo Sopo / Courtesy of USA Today
The Rise of the Afro-Latino
There are many moving pieces that culturally affect the shifts we see in today’s Hispanic culture. A very prominent trend has been the rise and embracement of “Afrolatinidad” (Latinos of African descent). Although the Hispanic community has long had some heralded and very influential figures in its history (such as Celia Cruz), colorism has long plagued Latin American culture. That same colorism migrated to the US with our previous generations. By Ed Felix, Director of Content Strategy, Conill
How Does a POS System Help Businesses Reach Latinos?
Latino consumers are familiar with cash registers and point of sale (POS) systems, as they are commonly being used for checkout in many local bodegas, liquor and tobacco stores. More and more stores are investing in modern point of sale systems to replace their old cash registers. This is not just for the esthetics of having high tech equipment, but for the powerful capabilities to track sales and inventory to organize the store while attracting customers to purchase more, via customer facing advertising. By Elie Y. Katz – Founder, President & CEO • National Retail Solutions
Zepeda named CMO at Hyundai Motor America
Hyundai Motor America has named Angela Zepeda, the senior vice president and managing director at its agency of record INNOCEAN USA, as its new chief marketing officer. Angela will be responsible for all of Hyundai’s marketing and advertising activities in the U.S., including the strategic direction, brand development, national and regional advertising, experiential marketing, digital and social media, brand partnerships, and lead generation, among other responsibilities.
How analytics can drive growth in consumer-packaged-goods trade promotions
Consumer-packaged-goods (CPG) companies worldwide invest about 20 percent of their revenue annually in trade promotions. Stunningly, 59 percent lost money (in the United States, it’s 72 percent). Conversely, best-in-class CPG promotions returned five times more than the least efficient. Clearly, there is a huge opportunity for both CPG manufacturers and retailers to improve return on investment (ROI) on their trade-promotion investments.
Five financial benefits of a strong brand
In a previous post, I tried to define the word brand. In this one I want to propose five financial benefits of a strong brand. Most people, I believe, would start with selling more, but given what I wrote in the last post I must start with commanding a higher price point. by Nigel Hollis
The Next 25 Years of Digital Advertising
In the age of anxiety, global challenges like trade, politics, inequality, and the state of the natural environment have captured much of the public’s consciousness. What’s not getting enough attention are timely examples of human innovation — the kind that will help drive a more sustainable future. There are two such milestones this year from which to draw inspiration.
Direct-to-Consumer [INFOGRAPHIC]
Brands old and new are participating in the direct-to-consumer model, and this graphic depicts essential stats as well as tips for getting started in this space.
Microculturalism: Harnessing Unity in Uniqueness to Serve an Evolving Market
Why brands must forge deeper, more personalized relationships with consumers for future growth. By Valeria Piaggio, SVP and Head of Identity and Inclusion Insights at Kantar Consulting
How CMOs Can Own the Customer Experience
Traditionally, organizations haven’t viewed the customer experience as a singular thing owned by one particular person or department. That’s changed, as brands have worked to put customers at the forefront—and it’s given modern CMOs new importance as owners of that experience.
Too many Marketers have Coin-Operated view of Customer [REPORT]
While marketers admit their future growth and success will rely on leveraging deeper relationships with customers, 43 percent surveyed by the CMO Council admit that their organizations identify “transactional” as being the top attribute and descriptor of their customers.
What is this brand thing anyway?
I realise that the idea of a ‘brand’ is one of those ill-defined concepts that causes endless confusion. We all use the same word and yet can assign it very different meanings. Given that a blog post is meant to stimulate discussion, I am going to propose a definition and we can see where things go from there. by Nigel Hollis
How CEOs Can Solve the CMO Dilemma
Like professional athletes at the mercy of team owners always looking for the next superstar, chief marketing officers appear to have the shortest tenure of any member of the C-suite. The median life span in the role was 28 months in 2018, dropping from the 31-month median tenure a year earlier, according to Spencer Stuart. While some departing CMOs are tapped for internal roles beyond marketing, such as general manager, more often than not they are shown the door and move on to their next gig.
Digital Platforms Raise New Ethical Questions for Marketers
Ethical behavior has long been a concern for responsible marketers. But in a digital age, just what constitutes ethical marketing has become a moving target.
Revenue growth management: The next horizon
Over the past decade, many consumer-packaged-goods (CPG) companies have mastered the fundamentals of pricing, promotions, assortment, and trade investment—revenue growth management’s four main elements. While that development has allowed CPGs to reliably capture value, the landscape has shifted, and the bar is rising.
2020 Global Marketing Trends [REPORT]
Every industrial revolution was catalyzed by a major technological evolution. Today is no dfferent. With 90 percent of the world’s data having been produced in the last two years and more than 26 billion smart devices in circulation, we are living in an era of unprecedented technological innovation—one that has spurred the Fourth Industrial Revolution.
Product Placement Landing Stronger Marketing Punch
But as consumers’ entertainment consumption patterns continue to change dramatically, a growing number of brands and organizations are starting to look at product placement in a new light, fueled by integrated marketing and more and more affordable programming options.
Buying Into TV’s Future
The fundamental method by which television commercials are bought and sold hasn’t significantly changed since the first spot aired 70 years ago — but that is changing now, and changing fast.
ANA announces 2019 MULTICULTURAL EXCELLENCE AWARDS
More than 20 companies were named as winners in 12 separate categories. Grand Prize winners in each category will be announced at an awards ceremony during the ANA’s 21st annual Multicultural Marketing & Diversity Conference, November 6–8, in San Diego. The ceremony culminates with the “Best in Show” announcement, honoring the year’s best campaign chosen from the Grand Prize category winners.