Marketing
What will it take to boost Latino economic power?
In this episode of The McKinsey Podcast, senior partner Lucy Pérez talks with executive editor Roberta Fusaro about the findings of The economic state of Latinos in America: The American dream deferred—the firm’s inaugural report on this subject. She explains how greater support for Latino workers, business owners, consumers, savers, and investors in the United States could create economic opportunities not just for individuals and families in this demographic but also for the whole country.
“HYPERGROWTH” Marketers grow by embracing new technology & innovation
A startling gap exists between marketers who are poised for future growth and those who are less likely to significantly improve growth prospects based on how each group views future opportunities and the importance of innovation.
Advertising Coalition Finds Advertising Drives $7.1 Trillion in US Sales
New research validates the powerful impact of advertising in driving the US economy. A new study, commissioned by The Advertising Coalition and conducted by IHS Markit, found that advertising generated $7.1 trillion in sales activity and supported 28.5 million US jobs last year.
DE&I $$$$ directed towards Hispanic Owned & Operated Media reaches $100 Million [NOT]
Over the last couple of years, many clients and their media buying services have promised to re-direct dollars towards minority owned media and in our case Hispanic Owned and Operated media.
Marketing Budgets Have Increased to 9.5% of Overall Company Revenue in 2022
Marketing budgets have climbed to 9.5% of total company revenue in 2022, an increase from 6.4% in 2021, according to Gartner, Inc. While marketing budgets are increasing this year, they still lag pre-pandemic spending levels.
Why is innovation so important for brand growth?
Faced with the turmoil brought on by war, inflation, the pandemic, climate change and technological advancements it is easy to focus on the transitory, rather than the fundamental. But innovation will continue to be the foundation on which strong brands are built, and, if history teaches us anything, disruptive times create the catalyst for a disruptive strategy for innovation.
One in Four Senior Advertising Executives Expect Dramatic Growth in Budgets Over the Next 12 Months
New research from Alfi shows senior advertising executives are forecasting strong growth in advertising budgets over the next 12 months with 24% predicting dramatic growth.
The ANA, 4A’s and AIMM Seek to Help Marketers and Agencies Partner with Diverse Media Outlets [REPORT]
The ANA and the 4A’s unveiled a comprehensive list of guidelines designed to help marketers partner with diverse media suppliers, strengthen their DEI strategy, and drive brand growth.
Modern Marketing Dilemmas: Is brand differentiation an effective way to reduce customer price sensitivity?
An evidence-based view on distinctiveness vs. differentiation, and why they are both equally important for a brand to improve marketing effectiveness.
CMOs: Time to Be More Customer-Centric [REPORT]
CMOs are now required to lead the charge in CX, which often extends to influencing beyond the marketing function.
Why is multicultural marketing no longer an afterthought
Inclusive marketing is no longer optional. It is a key driver of business success. The brands able to have success in cultivating strong and authentic connections with multicultural audiences will be those who commit the time, research, dollars and learnings necessary to create culturally appropriate campaigns. By Amalia Martino - Founder and President The Vida Agency
People Don’t Talk about Bruno, Nor the Importance of Spanish in Marketing: Daisy Expósito-Ulla wants to change that.
For over 40 years, many have predicted the demise of Spanish-language media and advertising in the U.S., despite Census results reporting that Hispanics have accounted for over 50% of the total U.S. population growth for more than 20 years. Why is this?
Brand awareness remains global marketers’ top priority, but mass reach isn’t what it used to be
Channel fragmentation and increasing media options provide consumers with an abundance of choice, but they present a hurdle for marketers that rely on traditional mass reach channels to increase brand awareness. And just as we’ve seen in previous years, the marketers surveyed for Nielsen’s 2022 Annual Marketing Report say building brand awareness is their top objective for the year ahead. Similarly, their top business priority is new customer acquisition.
Marketers can foster greater representation in media
Every year, the topic of gender equity captures headlines during Women’s History Month. During this time, the media industry is often called out for a lack of on-screen representation. The numbers speak for themselves: women received 43% share of screen and 42% share of casting in U.S. television programming in 20211, with only 31% of measured shows having women represented at fair share. Worse, these metrics show little improvement from the year prior.
Marketers Don’t Agree on How to Achieve Growth [REPORT]
MMA Global, the association devoted to architecting the future of marketing for CMOs, released the Marketer Benchmark Study on Growth with findings on a topic at, or near, the top of the priority list for ANY company in ANY industry: Growth. The results revealed a 50/50 split among marketers when it comes to how to best achieve growth.
Challenging Gender Stereotypes, Showing Greater Empathy [PODCAST]
Tune in to the latest episode of The New Mainstream podcast as Lauren Triplett, Associate Marketing Manager, Barbie Global Brand at Mattel, Inc. and founder of BiteSized Consulting discuss the evolution of gendered toys and how inclusivity leads to greater empathy.
How Can CMOs Rebuild Trust with CEOs?
Over the past decade, chief marketing officers have experienced a regression of trust, appreciation, and longevity. With average tenure of CMOs falling below 40 months and the median tenure at 25.5 months, corporate marketing leaders are searching for answers as the value and recognition of their work is minimized and marginalized
Did you miss our 2022 Annual Summit the New Streaming Economy: The Digital Transformation session with Canela Media, Estrella Media, NBCUniversal Telemundo Enterprises and TelevisaUnivision?
To view the Hispanic Marketing Council latest webinar, available here.
The True Cost of CMO Turnover
Short CMO tenures and increased turnover have captured the attention of many in the business world. However, while studies have quantified just how short these tenures are getting, there’s been little discussion of the real costs that come with turnover.
