The Marketing Word of the Year, according to the ANA (Association of National Advertisers) has something a bit, well, artificial about it.

Consumers have more screens in the home than ever before, which allows cross-platform video advertising to have more reach. But today’s fragmented media landscape makes it more difficult to capture consumers' attention. eMarketer’s Sean Creamer spoke with Matthew Fanelli, senior vice president of digital at MNI Targeted Media (Time Inc.’s media planning division), about how marketers can create more engaging, immersive video advertising campaigns that utilize all of the screens in consumers’ homes.

In response to brand safety concerns over the past six months, nearly six in 10 US CMOs surveyed in November 2017 said they've increased their spending on channels that can prove they are brand safe, and almost as many respondents said they've reviewed their agency relationships.

The practice of celebrity endorsements appears to be in trouble with at least one key demographic—millennials.

This set of interviews with top Chicago marketers on the topic of the challenges and opportunities of digital missed calling out the elephant in the room. Most digital campaigns lack what is required for them to be effective.  By Nigel Hollis

As far as choice goes, there’s never been a better time to be a consumer. Thanks to globalization and connectivity, consumers around the world have access to a wider array of products than ever—a trend that’s likely to continue going forward. And the bevy of choice involves products and services from both multinational and local brands. So in an era of massive choice, how much weight does the “made in” moniker carry when it comes to purchase motivation?

We're all familiar with "Plan B."  It emerges out of the haze when Plan A has self-destructed for one of a thousand reasons.  An unexpected snowstorm cancels our flight. We'll have to scrub a key meeting.  Too bad.  On to Plan B.  If  there is no Plan B, we'll have to improvise.  We're usually unhappy with Plan B.  It's a necessity, born of circumstance.  We shrug our shoulders, wistful and disappointed.  Oh, well.  Plan A was so much better!  But … it isn't happening.  By Michael Farmer

This past year marked a turning point for the White Non-Hispanic population which declined for the first time ever, 10 years before the U.S. Census projection. Multicultural segments made up 100% of U.S. population growth last year according to recently released 2016 ACS. While U.S. population growth is slowing overall, Multicultural segments are driving the expansion of the U.S. consumer base making up 4 in 10 Americans with Hispanics continuing to drive half of the entire U.S. growth and the Other/Mixed Race segment delivering the fastest growth. Looking to the future, the Multicultural population in the U.S. is projected to reach 131 million in 2018. This tipping point is causing many marketers to reconsider with which segments to lead their growth efforts.

The difference between connecting and pandering to your Hispanic consumer is a fine line. When you reach out to Hispanics solely for your needs and with little authenticity (soccer balls and Mariachis everywhere!), you’re pandering. When you reach out to address mutual needs in an authentic way, you’re connecting. Awareness of this difference can mean gaining the loyalty of your audience versus being an object of ridicule, as politicians from Hillary Clinton to Donald Trump, as well as major brands have learned.  By Lee Vann / Capture Group

HispanicAd is proud to announce our 4th edition of Hispanic CMO, the most sought after publication in the US Hispanic Market, is available for viewing and download for FREE.  Curated by Gilbert Dávila / Dávila Multicultural Insight and by veteran journalist Adam Jacobson.  To download this year's edition CLICK HERE.

HispanicAd.com in association with Adam R Jacobson are proud to announce the availability of the 2017 Total Market: Unplugged

HispanicAd.com in association with Adam R Jacobson are proud to announce the availability of the 2017 Hispanic Market Overview. 

HispanicAd in association with Adam R Jacobson are proud to announce the availability of the 2017 Hispanic Social Marketing Report for our readers.

 

 

 

In the fifth and final episode of our "Critical Challenges" series, we dig into the topic of brand safety, featuring highlights from our one-to-one interviews with top marketing executives from around the world.

Pages