By Gonzalo López Martí – Creative director, etc / LMMiami.com
A small number of innovative chief marketing officers (CMOs) are helping their organizations generate shareholder returns 11 percent higher than those of their industry peers by delivering hyper-relevant customer experiences, according to a new report from Accenture.
At the outset of 2019, we have unequivocally entered a new era of extreme customer disloyalty. Consumers today are more disloyal than ever before; the once steadfast consumer retail environment primed to grow brand-loyal hearts has shifted to a more capricious climate, where product infidelity is now the norm.
Brands today know more about their customers than ever before, including their behavior, what they like and buy, what they search for online, and what media and platforms they view. There’s a wealth of first- and third-party data from brands, as well as ample amounts of viewership data from set-top boxes and smart TVs, that together give a much more precise understanding of consumers’ viewing behavior. The level of precision marketers can now apply to the evaluation and purchasing of TV content has never been better.
The potential applications for 5G have the mobile market abuzz as many wonder how the network’s faster speeds and lower latency will revolutionize the industry. Each “G” iteration came with its own unique values … 1G brought us voice, 2G messaging, 3G the Web, and 4G unleashed video, so what about 5G? See predictions for what it will—and won’t—do.
Primerica, Inc. released its 2019 Primerica Financial Security Monitor, which found many Americans remain anxious about their long-term financial security. The survey of 1,000 middle-income Americans with household incomes between $29,000 and $106,000 was completed in February and found that many families are not taking steps toward a secure future. The Monitor provides a detailed snapshot of middle-income Americans financial preparedness, habits, and concerns.
Women, men, children, babies – we all love to laugh, right? Most people generally enjoy a good joke, a funny story and embrace a reason to smile. A great piece of advertising can often be the source of that giggle, so why do so few ads featuring women try to be funny? by Kate Ginsburg
NBCUniversal Telemundo Enterprises announced Hazte Contar (Be Counted), a robust civic engagement campaign under the umbrella of its award-winning corporate social responsibility platform “El Poder En Ti” (The Power in You). The multi-year campaign will tap into Telemundo’s fast-growing, multiplatform portfolio and community partnerships to unleash the Hispanic community’s vast and growing influence in the U.S. through greater civic participation in the 2020 Census and upcoming Presidential elections.
If California wants to achieve an accurate count of all residents during the 2020 census and secure billions of dollars in federal funds, it must engage and activate an invaluable resource sitting at the ready: California’s Latino-owned businesses. By Jacqueline Martinez Garcel and Julian Canete Special to The Sacramento Bee
The Hispanic Public Relations Association (HPRA) Miami chapter announced its Board of Directors for 2019. Now in its fifth year, the HPRA Miami chapter counts with 11 communications professionals dedicated to bringing value and networking opportunities to the Hispanic PR community.
Historically work was, well, work. It was about meticulously measured and critiqued efficiency, with breaks or lighthearted moments with colleagues considered taboo. We softened a bit during the 1960s and 1970s, socializing during breaks to smoke or drink, but even these interactions had a stiff formality that hardly promoted letting loose or having fun.1 It is only in the past couple of decades that business leaders have realized what we now know to be true: that humans are inherently social and playful, and introducing these characteristics into the workplace won’t actually hurt the bottom line. Even so, until more recently, a positive, social work environment was merely something “nice to have” rather than essential, because companies figured the real reason employees stayed was for stability, or pay, or prestige.
King Bach, Lele Pons, Brent Rivera, Jordyn Woods…these are some of the top social media stars followed by teens today, according to new Digital Lives Study data from the Culture Marketing Council: The Voice of Hispanic Marketing (CMC). While teens and young adults have always set the social trends from the Beatles to the grunge movement, their following of social media influencers is unique because it crosses cultural and racial lines across all segments.
Of the myriad ways viewers consume TV-originated content, Nielsen found that live TV continues to be the largest contributor to time spent. Within the 18-34 demographic, 66% of the time they spend watching content from the four leading broadcast networks occurs through live TV viewing. When consuming content originated from cable networks, this same group spends 81% of their time viewing this content on live TV.
In the latest episode of “Behind the Numbers,” eMarketer principal analyst Debra Aho Williamson discusses where people share content and how these changes could affect marketers.
The digital era is making its mark on local news. Nearly as many Americans today say they prefer to get their local news online as say they prefer to do so through the television set.
Masked Republic and Hispanic Media Center announced a multi-year pact between the companies. The agreement will see Mexico City based HMC exclusively manage brand integration for San Diego, California’s Masked Republic’s annual Expo Lucha™ fan convention and experiential marketing event as well as see the two companies develop branded content focused on the high flying and colorful world of lucha libre.
Nielsen’s Television Audience Measurement in Mexico has been granted accreditation by the Media Rating Council (MRC). This is the first MRC accreditation of a TV audience measurement service outside of the U.S. and the first Nielsen Media International market to receive it.
eSalon announced the launch of a fully personalized client experience in Spanish. With this new Spanish-language site, eSalon gains the ability to reach an entirely new demographic of potential clients who are typically underserved by English-speaking direct-to-consumer brands in the US market.
Stronger-than-expected internet advertising will drive 4.7% growth in total global adspend in 2019, according to Zenith’s Advertising Expenditure Forecasts. That’s substantially ahead of the 4.0% forecast made in the previous edition of the report, published in December 2018. Zenith forecasts 4.6% growth in both 2020 and 2021, ahead of previous forecasts of 4.2% and 4.1% growth respectively.
It’s true that the six largest “traditional” owners of agencies grew by only +2.1% organically in 2018. While this was up from +1.0% in 2017, it was still down from +3.6% growth in 2016 and 4.8% in 2015.
