By Gonzalo López Martí – Creative director, etc – MMiami.com
According to “La Ola de la FIFA” study that was commissioned by NBCUniversal Telemundo Enterprises in a partnership with Horowitz Research, women’s soccer fandom is mainly driven by Hispanics, with more than half (58%) describing themselves as fans of women’s soccer compared to 39% of non-Hispanics. One quarter (24%) of Hispanics consider themselves as die-hard fans compared to just 6% of non-Hispanics.
Direct-to-consumer (D2C) companies continue to disrupt traditional retail, and taking note of their marketing investment strategies might benefit traditional retailers that see these digitally-native newborns as competition.
The disruption that has upended the retail, tech and media industries has reached consumer products relatively late, but it is hitting the industry with full force (see Figure 1). Among the most dramatic examples of what’s at stake: The entries of Harry’s and Dollar Shave Club led to a market share drop from 70% in 2010 to 54% in 2016 at Gillette, which also saw an average 12% price decrease in 2017.
Customer experience and customer journeys are a subject that has been popping up recently at conferences and in articles and blogs. Indeed, most marketers are prioritizing the concept of creating personalized and friction-free customer experiences. However, I wonder how often we ask which customers and whose journeys we are trying to understand and enhance. By Terry Soto
In this episode of the McKinsey Podcast, Simon London speaks with McKinsey senior expert Biljana Cvetanovski and partner Jason Heller about the next chapter of marketing, which is focused on digital—across many touchpoints—and the role of the chief marketing officer (CMO) as the architect of a company’s growth engine.
Understand factors affecting the state of online and in-store retail environments, including ways consumer behavior and preferences are changing as related to shopping.
The global data economy is multiplying exponentially as digital consumers become veritable oil wells of personal data.
The National Hispanic Public Relations Association (HPRA) is proud to recognize the Coca-Cola Company’s Chief Diversity and Inclusion Officer, Lori George Billingsley, full-service agency Pinta’s CEO Mike Valdés-Fauli, Univision’s host of Aquí y Ahora, Teresa Rodríguez and We Are All Human Foundation led by Claudia Romo-Edelman’s for their work and leadership in advancing diversity within the public relations industry and upholding journalistic integrity. This year’s awardees will be recognized alongside the top Hispanic public relations campaigns impacting an array of industry sectors.
In a consumer packaged goods (CPG) industry struggling to keep up with a rapidly changing marketplace, today’s food, beverage, and personal care brands are all vying for an edge — anything that’ll give them a leg up on the competition and a foot in the door with an ever-elusive consumer.
While there may be no end in sight to the insurgent brands invasion, signs of hope are on the horizon for the large, established consumer goods companies that have been battling insurgents in the war for growth.
This is an industry-leading effort to create cohesive guidelines for brand safety across fraud, malware, and content adjacencies, giving marketers the tools needed for safer deployment of digital advertising, and helping brands and agencies devote less time and effort to detect, report, address, and avoid brand safety risks—and more to your core remits of performance and brand building.
The industry is at a crossroads when it comes to measurement across channels and devices, as consumers migrate to viewership on different devices and over the top (OTT) channels.
As the digital economy was forming in the mid-1990s, marketers saw an opportunity to democratize e-commerce. Internet cookies were initially invented more than 20 years ago as a way for websites to anonymously keep track of a visitor’s activities and user preferences. This innovative solution meant brands didn’t need to ask consumers for the same information over and over, simplifying the experience by autosaving login credentials and allowing sites to implement shopping carts and other conveniences. These features became a major factor in the digital revolution. Then marketers improvised, and advertising technology turned the cookie into what it is today
Gender inequality is not only a pressing moral and social issue but also a critical economic challenge. If women—who account for half the world’s working-age population—do not achieve their full economic potential, the global economy will suffer.
The age of automation, and on the near horizon, artificial intelligence (AI) technologies offer new job opportunities and avenues for economic advancement, but women face new challenges overlaid on long-established ones.
UniWorld Group, Inc. has announced a new executive addition. Victor Paredes has joined UWG as VP Creative Strategy.
An emerging supergroup of employees and consumers is adding intense pressure to already challenged C-suite leaders who are navigating tough economic, technological and geo-political environments — further threatening company growth, a new Accenture study finds. With nearly three-quarters of these powerful stakeholders believing they have the potential to destroy company value in the long term, the C-suite understands the need to respond.
As retail store closures continue at an alarming rate, consumer goods brands have fewer channels to sell their products outside of retail and ecommerce behemoths like Amazon, Walmart and Costco. This reality has many in the consumer goods industry looking to sidestep retail and online marketplaces altogether by selling to their customers directly.
For the first time ever, US consumers will spend more time using their mobile devices than watching TV, with smartphone use dominating that time spent.
