Business
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
How US consumers are feeling, shopping, and spending—and what it means for companies
The latest Consumer Pulse survey shows that, across America, people have simultaneously embraced new behaviors and reverted to old ones. What will they do next?
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?
Current Financial State of the U.S. Latino Community
mitú, in partnership with premier multicultural marketing and communications agency The MRKT, released the second edition of the mitú InTell Series of studies focusing on the current financial state of the US Latino population. Some of the discoveries indicate that Latinos lead in certain aspects when compared to the general population, such as in the use of financial technology and in the early adoption of cryptocurrencies and NFTs but fall behind in other aspects including home ownership and in the use of banking products and services.
About 6 million U.S. adults identify as Afro-Latino
Afro-Latino identity is a distinct one, with deep roots in colonial Latin America. As a result, it can often exist alongside a person’s Hispanic, racial or national origin identities. The life experiences of Afro-Latinos are shaped by race, skin tone and other factors, in ways that differ from other Hispanics. And though most Afro-Latinos identify as Hispanic or Latino, not all do so, according to new Pew Research Center estimates based on a survey of U.S. adults conducted from November 2019 to June 2020.
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.
As telework continues for many U.S. workers, no sign of widespread ‘Zoom fatigue’
As remote work continues for many Americans, more than half of workers who say their jobs can mainly be done from home say they often use online platforms to connect with co-workers (56%). Most of these workers say they are fine with the amount of time they spend on video calls, but about one-in-four say they are worn out by it, according to a January 2022 Pew Research Center survey.
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.
Raul Alarcón Jr. recipient of Hispanic Federation Lifetime Achievement Award
The Hispanic Federation at their annual gala in New York last night, honored Raul Alarcón Jr. Chairman & CEO of Spanish Broadcasting System with their Lifetime Achievement Award for his passioned efforts to help US Hispanics, bring media focused on the needs of US Hispanics need and his dedication to the US Hispanic advertising, marketing and media industries.
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
The Vast Majority of Americans Like Their Neighbors
Nearly nine out of ten Americans (86 percent) like their neighbors, a sentiment that remains high across all major demographics including age, sex, race and even political party, according to results from a national Xcelerant omnibus survey conducted on behalf of Fathom Realty, a national, cloud-based, real estate brokerage.
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.
5 Questions advertisers want answered [REPORT]
Advertisers need to track their entire ad spend with comparable metrics across platforms to get the full performance picture.
5 Ways CMOs Can Build Back Trust in the Boardroom
The CMO role is under fire, but there are ways they can earn respect and trust in the C-suite
Where did Integrated Marketing Go Wrong?
3 Steps for Modern Marketers to Increase Effectiveness of Integrated Campaigns. By Roberto Orci
2/3 of CPG Marketers cite return on Ad Spend as the most important performance indicator [REPORT]
According to the results of a new survey on the future of outcome-based metrics and tools for marketing effectiveness, two-thirds (67%) of consumer packaged goods (CPG) marketers say that return on ad spend (ROAS) is the most significant advertising key performance indicator for their business today – followed by 16% indicating target audience reach was most critical, purchase intent (10%) and clicks and online engagement (7%). Brand Innovators conducted this survey in collaboration with NCSolutions (NCS).
Why CMO tenure is at its lowest point in the past decade [REPORT]
CMO tenure is the lowest it has been in over 10 years, and while new data suggests that 86% of CEOs believe CMOs have the power to influence key decisions of the C-suite, less than a third actually trust their CMOs to grow the business.
