Take the chart from my article about how purchase decisions are made, wrap it into a circle, and you get the buyer cycle shown above. Profitable brand growth is the result of applying effective marketing pressure at each point of the buyer cycle. Brand building advertising is important to get people into the cycle and keep them in it, but it does not guarantee profitable growth on its own.  By Nigel Hollis

The COVID pandemic is having a dramatic and potentially lasting impact on business travel among U.S. marketers, according to a new ANA study.

Media is one of the key strategic pillars in any marketing strategy. Progressive marketers view media as an investment that will drive business growth in both the short and long term, and this is elevating media as a focus for Chief Marketing Officers.

This webinar presents a deep-dive on the progress being made by WFA members towards delivering the future-fit marketing organisation in conjunction with our recently published report.

According to a study by the Culture Marketing Council: The Voice of Hispanic Marketing (CMC), despite a multicultural majority among the under-18 age segment, most non-Hispanic white (NHW) teens do not experience the MC majority reality in their daily lives—from their schools and neighborhoods to their friendships online and in real life. Regardless of race or background, teen stress levels are high, trust circles are tight and vary among kids and parents, depending on culture, age, and experience with organizations and institutions.

HispanicAd in association with Adam R Jacobson are proud to announce the availability of the 2020 Hispanic Market Thought Leaders (previously Hispanic CMO) for our readers.

The way advertising really pays for itself is by seeding positive impressions that will influence people when they are ready to buy the category, at some point in the future.   By Nigel Hollis

Hispanics were conspicuously left out, the largest ethnicity and highest business growth segment, except in Huggies’ multi-ethnic real babies born this Super Bowl Sunday.  By Liz Castells-Heard, CEO & Chief Strategy Officer, INFUSION

If you’re still planning your media the way you did a year ago, you’re a bit late to the party. Just like it has done to everything else, COVID-19 has thrown traditional media norms for a loop, forcing a massive reset amid rapidly evolving consumer behaviors. So in that way, banking on yesterday’s data and processes to succeed heading into 2021 is a recipe for dubious budget allocations, missed opportunity and wasted spend.

The key areas that buyers and sellers need to resolve in the evolved TV marketplace

Diversity, equity, and inclusion took center stage in 2020, with many brands rushing to restructure internal teams and re-evaluate advertising campaigns in response to calls for social justice. There was a cultural shift among the general population. Multicultural consumers became the focal point, and forward-thinking brands responded by creating culturally relevant marketing that appealed to multicultural consumers.

It is my attempt to summarize as clearly and simply as possible the process by which people choose between brands based on their intuitive and deliberative thinking. I would love to hear your thoughts about it, good, bad, or indifferent.  By Nigel Hollis

TurboTax, from Intuit Inc., announced the launch of its Latino-focused integrated marketing efforts.

I've always found extremes uncomfortable. Back in the day, when everything in advertising agencies bent to the latest whims of the creatives, us media guys chuntered on.  By Brian Jacobs - The Cog

According to KPMG’s Corporate Data Responsibility survey, 97% of American consumers indicated that data privacy is important to them, yet 68% don’t trust companies to ethically sell personal data. And COVID-19 has only made consumers more aware of data privacy issues—making it even more imperative that companies act responsibly.

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