Marketing | HispanicAd.com

What is this brand thing anyway?

October 23, 2019

I realise that the idea of a ‘brand’ is one of those ill-defined concepts that causes endless confusion. We all use the same word and yet can assign it very different meanings. Given that a blog post is meant to stimulate discussion, I am going to propose a definition and we can see where things go from there. by Nigel Hollis

Too many Marketers have Coin-Operated view of Customer [REPORT]

October 23, 2019

While marketers admit their future growth and success will rely on leveraging deeper relationships with customers, 43 percent surveyed by the CMO Council admit that their organizations identify “transactional” as being the top attribute and descriptor of their customers.

How CMOs Can Own the Customer Experience

October 23, 2019

Traditionally, organizations haven’t viewed the customer experience as a singular thing owned by one particular person or department. That’s changed, as brands have worked to put customers at the forefront—and it’s given modern CMOs new importance as owners of that experience.

Revenue growth management: The next horizon

October 22, 2019

Over the past decade, many consumer-packaged-goods (CPG) companies have mastered the fundamentals of pricing, promotions, assortment, and trade investment—revenue growth management’s four main elements. While that development has allowed CPGs to reliably capture value, the landscape has shifted, and the bar is rising.

Digital Platforms Raise New Ethical Questions for Marketers

October 22, 2019

Ethical behavior has long been a concern for responsible marketers. But in a digital age, just what constitutes ethical marketing has become a moving target.

How CEOs Can Solve the CMO Dilemma

October 22, 2019

Like professional athletes at the mercy of team owners always looking for the next superstar, chief marketing officers appear to have the shortest tenure of any member of the C-suite. The median life span in the role was 28 months in 2018, dropping from the 31-month median tenure a year earlier, according to Spencer Stuart. While some departing CMOs are tapped for internal roles beyond marketing, such as general manager, more often than not they are shown the door and move on to their next gig.

ANA announces 2019 MULTICULTURAL EXCELLENCE AWARDS

October 19, 2019

More than 20 companies were named as winners in 12 separate categories. Grand Prize winners in each category will be announced at an awards ceremony during the ANA’s 21st annual Multicultural Marketing & Diversity Conference, November 6–8, in San Diego. The ceremony culminates with the “Best in Show” announcement, honoring the year’s best campaign chosen from the Grand Prize category winners.

Buying Into TV’s Future

October 19, 2019

The fundamental method by which television commercials are bought and sold hasn't significantly changed since the first spot aired 70 years ago — but that is changing now, and changing fast.

Product Placement Landing Stronger Marketing Punch

October 19, 2019

But as consumers' entertainment consumption patterns continue to change dramatically, a growing number of brands and organizations are starting to look at product placement in a new light, fueled by integrated marketing and more and more affordable programming options.

2020 Global Marketing Trends [REPORT]

October 19, 2019

Every industrial revolution was catalyzed by a major technological evolution. Today is no dfferent. With 90 percent of the world’s data having been produced in the last two years and more than 26 billion smart devices in circulation, we are living in an era of unprecedented technological innovation—one that has spurred the Fourth Industrial Revolution.

CMOs need to Put People Before Data Collection to Deliver a Better Digital Advertising Experience

October 17, 2019

New global research released by Accenture Interactive offers guidance to chief marketing officers (CMOs) on strategies to use data respectfully and responsibly at a time when a majority of consumers (69%) would not do business with a brand if their data usage was invasive.

No Crystal Ball Needed—A Sneak Preview Into What The 2020 Census Will Reveal

October 16, 2019

Since the U.S. Supreme Court has settled the debate around the inclusion of the citizenship question in the upcoming 2020 census, the business community can once again focus on what truly matters: the rich data it will provide to all of us, and how to apply the new learnings that this data will unlock. By Isaac Mizrahi- Co-President of ALMA

Trust and Transparency in Media and Marketing

October 16, 2019

The 2016 ANA report on media transparency was a welcome and long-overdue wake-up call for the global advertiser community. By highlighting the existence of nontransparent trading practices in the U.S. media market — by most measures the largest and most sophisticated in the world — the report focused many national and global advertisers' attention on the issue of transparency in media. It was the first stepping stone on the journey to more transparent media trading.

Eight Imperatives for Marketing-Led Growth

October 12, 2019

Marketers continue to be very focused on achieving greater effectiveness, more dynamic delivery, and better use of content. However, truly unlocking growth requires a broader mindset that addresses the entire customer lifecycle and the corresponding organizational support to make it a reality, including decision-making authority, budget alignment, and overall cross-functional empowerment.

The Power of Diversity and Inclusion in Storytelling

October 12, 2019

When her time as a senior policy adviser in the Obama White House was coming to an end, Dr. Knatokie Ford had one question guiding her next move: How do we ensure that no matter who occupies the building next, the work will continue? It was with that question in mind that Ford, who holds a doctorate in experimental pathology from Harvard, joined the #SeeHer initiative as an adviser on STEM and entertainment engagement. Ford's work in diversity and inclusion in STEM (science, technology, engineering, and mathematics) and her passion for the power of storytelling serve as the foundation for Fly Sci Enterprise, the company she founded to help leverage entertainment media to enact social change.

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