Marketing

Today’s marketing landscape is seeing a racial awakening from companies, but consumers are demanding equality and proper representation coupled with culturally literate, responsible practices from marketers. With Hispanics fueling U.S. culture shifts and population growth, the Culture Marketing Council: The Voice of Hispanic Marketing is sharpening its focus, re-invigorating its advocacy for Hispanic marketing, and rebranding as the Hispanic Marketing Council (HMC). At a time when intentional approaches via segment marketing have never been more critical, the HMC continues to be the only organization devoted to promoting the critical role of Hispanic marketing, media and specialist firms in today’s marketplace.

As new headwinds and market conditions present themselves, marketers across the retail landscape often can be found reshaping growth strategies. Last year — the year that shall not be named — was a case study in on-the-fly strategizing thanks to how the pandemic upended elaborate plans and mainstay messaging. While becoming the largest news story in decades, it also forced most marketers to reassess priorities and reconsider how their brands and products fit into such strange and new consumer lifestyles.

As working both from home and the office becomes the norm post-pandemic, companies try and make the best of both worlds

Agencies inside Walgreens and The Hershey Co. are expanding their roles by leveraging first-party data

Welcome to 2021 and the latest BUSINESS edition of Hispanicize Hangout featuring three all-star guests returning for one very special episode.  Elizabeth Campbell, Senior Director Of Cultural Engagement at McDonald’s Corporation,  Esperanza Teasdale, VP and General Manager of PepsiCo Beverages North America and the always insightful Luis Miguel Messianu, Creative Chairman and CEO of ALMA. 

Linguistic anthropology dives into how people use language to create culture, enact different identities, tell stories, and create relationships. But language is continuously changing.

Why gaining a stronger grip on brand identity may actually involve letting go

Attempts to find central “influencers,” “opinion leaders,” “hubs,” “optimal seeds,” or other important people who can hasten or slow diffusion or social contagion has long been a major research question in network science.

Even as the world begins to re-open more permanently, it’s clear that the pandemic will have a lasting impact on consumer behavior and brand-to-consumer engagement.  By Heather Jordan, SVP, Product Management, Ad Intel, Nielsen

There’s no doubt 2020 was a remarkable year – in the literal sense rather than the positive. Individuals, businesses, brands, governments and society have been tested like never before, and it is clear that the upheaval we saw early in the year is set to continue well into 2021.

Chief Outsiders released the results of their second annual CMO survey on what to expect this year in market trends and company growth.

Why Advertisers Can’t Afford To Stop Advertising

The U.S. is rich in complicated history and diversity. While we may contend with a divisive society, Gen Z, could be key to bringing us together and elevating brand standards at the same time. As the first multicultural majority generation, Gen Zers under 18 are fueling culture plus interpreting and reinventing the American theme—and that is having an impact on Main Street and on Wall Street.  By: Nancy Tellet, CMC Research Chair, Culture Marketing Council: The Voice of Hispanic Council

Client Heads endure the daily combat of client-agency relationships. They get no glory for their efforts or sacrifices. They suffer the consequences of scope of work increases, fee reductions, inadequate resources and relationship threats. They hold the line and try to keep things from getting worse. They’re on their own. This is not right — agency transformations depend on Client Head successes in battle. Client Heads are receiving inadequate support from their leaders.

Designing great customer experiences is getting easier with the rise of predictive analytics.

Consumers are paying more attention than ever to how companies navigate social and racial justice issues and reward brands that align with their values. Getting it right, though, can be a daunting task, even for experienced brand managers.  By Roy Eduardo Kokoyachuk- ThinkNow

Undoubtedly, this past year has been unusually tough in every aspect of our lives. We have all had to adapt to new and increasingly digital ways to live, work, educate, shop and entertain. Work from home, lockdowns, restrictions and remote education due to COVID-19 hastened the consumer jump in media usage and streaming video.

Today’s multicultural teens and parents ages 25-49 have little tolerance for being disrespected by brands. According to a recent study by the Cultural Marketing Council: The Voice of Hispanic Marketing (CMC), more than half of people ages 13 to 49 have quit a culturally illiterate brand, saying it offended them or disrespected their values—that number skyrockets to 72 percent among Black female parents  ages 25 to 49. Thirty percent of teens and adults who have already quit a brand also said advertising adjacent to offending content was the reason for a brand break-up.  By Nancy Tellet, CMC Research Chair, Culture Marketing Council: The Voice of Hispanic Council

Marketers have entered an age of uncertainty, facing more roadblocks to measurement than ever before. The media landscape is becoming increasingly complex, with the explosion of different channels and data sources posing measurement challenges.

60% of customers question repeat purchases; Extensive study reveals the truth about what makes people want to buy from brands agai