Multicultural
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.
Keeping it 200: How Latinos Navigate the American Experience [PODCAST]
In this episode of The New Mainstream podcast, Vanessa Vigil, General Manager, mitú, distills the notion of "the 200%" and why it's important for marketers to dive deeper into multicultural consumer insights.
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.
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
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.
Modern marketing dilemmas: What role does brand play in the consumer decision journey?
Mental vs. physical availability: winning brands are easy to mind and easy to find. Find out how to make sure your brand will be chosen.
Why “er” is the most important suffix in marketing
For a while now I have been using the phrase, "Easy to mind, easy to find, and easy to pay," to describe a simple recipe for brand growth. But brands grow when marketers make it easier for people to choose them. So, for it to grow, a brand needs to be easier to mind, easier to find, and easier to pay. By Nigel Hollis
FOLLOW THE GROWTH: Engage The U.S. Hispanic Audience To Achieve DEI at Scale [ VIEW WEBINAR HERE FOR FREE]
The 2020 Census made it crystal clear that the time to act is now. Companies who aren’t engaging Hispanics with targeted efforts are at risk of being left behind. At the same time, brands and their agencies are dealing with the complex challenges of finding premium supply, achieving scale, and doing all of that in a culturally-relevant way. Join this C-suite panel as they discuss the challenges and opportunities they face in activating Hispanic audiences for critical business growth.
Marketing Report: Era of Alignment [REPORT]
Despite the difficulty of the past two years, brands continue to re-balance their marketing efforts after widespread pullbacks in 2020, especially with respect to traditional mass reach channels like TV and radio. As they rebalance, agility remains critical. Consumer behavior isn’t just in flux—it has changed.
