Agency

A couple of weeks ago I came across an article titled “The Death Of Brand Loyalty”. The author argues that because of a generational shift the concept of loyalty has lost relevance and nowadays it’s all about constant change. But is that really true?  by Dr Susanne O’Gorman – Insights Division / Kantar – Global Head of Customer Experience

Assume the people you consider to be the most loyal customers on the planet are, in fact, disloyal. Because 92% of the time, you’ll be right. New Nielsen findings demonstrate that just 8% of consumers consider themselves to be firmly committed loyalists.

The past decade has seen rapid transformation in the role and purview of the chief marketing officer. Several dynamics have triggered this shift, including mounting-yet-fluid expectations from the CEO and the digitization of everything, which demands brands now provide a seemingly 24/7 omnipresence. In short: a tough job has gotten tougher.

Chief Marketing Officers are suffering from an intense case of FOMO – the Fear of Missed Opportunities – as customers seek more localized, personalized experiences that are relevant to their own cultural context and situation. There is ample reason to understand the anxiety: Only 10 percent of brand leaders are feeling exceedingly confident they will be able to reach their customer engagement and revenue goals.

The World Federation of Advertiser’s Global Media Charter lays out eight “principles for partnership in the digital media advertising ecosystem.” The list is a solid articulation of the top problems online advertisers face today.

The number of Mexican unauthorized immigrants in the United States declined so sharply over the past decade that they no longer are the majority of those living in the country illegally, according to new Pew Research Center estimates based on government data. In 2017, there were 10.5 million unauthorized immigrants in the U.S., including 4.9 million Mexicans.

A new poll released this week by Marketplace® and Edison Research indicates fewer Americans describe themselves as anxious about their financial situation than they have in the past four years. And while fewer people are losing sleep over concerns about their personal financial situation, the Economic Anxiety Index® score for Democrats and Independents remained relatively unchanged since 2018, but it is dramatically lower among Republicans.

With little sign of a slowdown in growth, Amazon has become the world’s most valuable brand, according to the 2019 BrandZTM Top 100 Most Valuable Global Brands ranking released by WPP and Kantar at the New York Stock Exchange.

4K TV (UHD) is now the standard TV resolution offer for large screen TVs. However, no sooner have consumers begun to adopt this technology, when suddenly all the noise and marketing is about 8K TV. But are consumers ready for it?

The Culture Marketing Council: The Voice of Hispanic Marketing (CMC) announced Dieste CEO Greg Knipp and Entravision President and COO Jeffery Liberman have joined its Board of Directors. These new members will work closely with the CMC’s governing bodies, committees and the executive director to support the organization’s strategic plan, which champions the quality of Hispanic marketing in the U.S., focusing on the value of culture-driven segmentation and elevating the critical role of the culture marketing specialist.

Richards/Lerma announced that Jorge “Rosie” Rosales received a first-place recognition at the 2019 American Advertising Federation Awards.

John Stankey, CEO, WarnerMedia, announced the appointment of Christy Haubegger as Executive Vice President, Chief Enterprise Inclusion Officer,

Population Reference Bureau (PRB) released its preview of results from the upcoming 2020 U.S. Census, providing a look at key population and housing trends that will shape the United States in 2020 and beyond.

According to “La Ola de la FIFA” study that was commissioned by NBCUniversal Telemundo Enterprises in a partnership with Horowitz Research, women’s soccer fandom is mainly driven by Hispanics, with more than half (58%) describing themselves as fans of women’s soccer compared to 39% of non-Hispanics. One quarter (24%) of Hispanics consider themselves as die-hard fans compared to just 6% of non-Hispanics.

Direct-to-consumer (D2C) companies continue to disrupt traditional retail, and taking note of their marketing investment strategies might benefit traditional retailers that see these digitally-native newborns as competition.

Canela Media announced its official launch in the US market to provide brands with the best of both worlds – the ability to reach multicultural consumers at scale with general market technology and know how.

By Gonzalo López Martí – Creative director, etc – MMiami.com

• Soaring medical costs on US soil are become prohibitive for a large percentage of the population.
• More and more patients are seeking treatments outside the fifty continental states.
• Particularly those without comprehensive healthcare coverage.

The disruption that has upended the retail, tech and media industries has reached consumer products relatively late, but it is hitting the industry with full force (see Figure 1). Among the most dramatic examples of what’s at stake: The entries of Harry’s and Dollar Shave Club led to a market share drop from 70% in 2010 to 54% in 2016 at Gillette, which also saw an average 12% price decrease in 2017.

Understand factors affecting the state of online and in-store retail environments, including ways consumer behavior and preferences are changing as related to shopping.

Customer experience and customer journeys are a subject that has been popping up recently at conferences and in articles and blogs. Indeed, most marketers are prioritizing the concept of creating personalized and friction-free customer experiences. However, I wonder how often we ask which customers and whose journeys we are trying to understand and enhance.  By Terry Soto