Marketing

The world feels like a very different place to the end of the previous decade. For brands, the volatile times mean a greater need for emotional intelligence; listening and understanding how their consumers feel and helping people navigate the new world through their products, services and actions.

The proliferation and rising popularity of a myriad of digital channels over the past decade has made the measurement of media effectiveness increasingly complex.

The threat of Covid, social distancing and ‘cancel culture’ has prompted reflection, deleting what’s unnecessary, and changing the status quo from consumers shifting values, lifestyle and priorities to companies permanently going to flexible work schedules, more equitable D&I practices, and re-focusing on key growth areas, led by Multicultural and Digital marketing. My prediction for 2021 is that companies finally do Multicultural marketing right, and allocate the commensurate fair share of budget, resources and attention to this business imperative.  By Liz Castells-Heard, CEO & Chief Strategy Officer, INFUSION

While it's more complicated than ever in the Covid-19 pandemic, don’t abandon forecast modeling. Just change how you do it.

Latin American brands often feel overly confident in entering the U.S. market. Having experienced success in their home markets, they look to replicate that brand affinity north of the border, often using the same strategy that won at home. But, that affinity doesn’t always translate into a successful entry, especially when brands fail to realize and plan for the shift from a mostly homogeneous cultural group to a more diverse society composed of varied multicultural backgrounds, cultural influences, and behavioral drivers.

Like many (in my LinkedIn feed at least), I listened with frustration about the inclusions and omissions. Now, I could list missed research, make counter arguments, pick apart the research cited, but this all misses the point – the question itself is of limited value. A better question is – Why doesn’t advertising work more often?

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.