Marketing

Whether we are happy or sad, animated or tired, relaxed or anxious, in a group or alone – alcohol can enhance almost any emotion. But how can marketers best connect with their audience?  By Renita Jude / Global Consultant, Media, Insights Division

The 4A’s and VMLY&R have launched the 4A’s Customer Experience (CX) Council, gathering the most accomplished and influential leaders in customer experience design to help brands and agencies transition into the experience era.

Bilingual and bicultural, most second-generation Hispanics (and those who immigrated early in life) must navigate the nuances of both American and Latino ways of life. Often the only English speaking members of their families, they are the interface of their family’s online purchasing decisions and digital transactions.

In this interview, coincidentally recorded the morning of George Floyd’s murder, Derek Walker of brown and browner Advertising, offers his candid view of  multicultural marketing, race, and racism in America.  

Limited resources aside, smaller brands can learn a lot from their larger competitors when it comes to maximizing their marketing efforts

Many chief marketers are likely to have a disappointing upcoming year as 84 percent surveyed by the CMO Council say their compensation is tied to business performance improvements in 2020. Not surprisingly, take home pay will likely be less due to the severe economic impact of the global pandemic.

Throwing a global pandemic at brands and marketers, who already have had to endure epic media fragmentation in order to reach their best consumer, is like throwing gasoline onto a bonfire.

In the latest BUSINESS edition of Hispanicize Hangout meet PepsiCo’s Esperanza Teasdale.   Learn about her journey through the corporate ranks which currently has Esperanza overseeing Hispanic strategy as a VP and General Manager of PepsiCo Beverages North America.  Led by CEO Ramon Laguarta from Spain, PepsiCo has a long history of diversity and inclusion starting at the top.

There’s no rest for the weary. With the 2020 scope season in the rearview mirror, it’s already time to look ahead to 2021.

Why on earth would a brand of sliced frozen steaks be promoting data science on Twitter? Because the marketers behind the brand know that to be noticed and remembered a brand’s content needs to stand out from the crowd. Steak-umm’s social success highlights many of the basic principles of advertising success in general.  by Nigel Hollis

The resounding question advertisers are asking right now is if they should advertise. In fact, many advertisers have chosen to reduce their ad volumes and spend—whether that’s due to the pandemic’s economic impact on businesses or as a choice to dissociate from wall-to-wall coverage of death and infection. However, this strategy of limiting advertising is not sustainable with coverage of the novel coronavirus (COVID-19) here to stay for at least the medium term. And reducing advertising now could have long-term consequences.

All it takes is an “essential” trip to the grocery store to recognize we’re living in a strange time. Masked shoppers do a solemn dance, keeping a 6-foot distance and communicating who has the go-ahead with a brief nod and averted eyes.

Consumer spending tumbled a record 16.4% in April as #COVID19 continues to impact the U.S. economy. KPMG Senior Economist Ken Kim breaks down today’s record decline and whether there are signs that perhaps April be the trough in consumer spending.

VAB’s Keep Calm and Advertise On: How to Successfully Navigate Your Brand Through An Economic Downturn, is a new, comprehensive analysis of data spanning the 1920s through present day, identifying the correlation between advertising investment and business outcomes during periods of economic upheaval due to global health crises and recession.

Personalization has been around for the better part of 20 years, and the superior performance it provides is well documented. However, social distancing measures imposed on most of the world in 2020 as a result of the coronavirus pandemic have already deeply affected advertising strategies. In fact, Innovid’s recently released “Global Video Benchmarks Report 2020” confirms a new era of personalization has already begun. The data shows an acceleration of consumer impressions shifting away from desktops and laptops to connected TV (CTV). As a result, marketers need to expand beyond traditional display formats to create targeted, valuable omnichannel experiences with an emphasis on CTV.

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.