Client-side members of the Association of National Advertisers largely tend to be straight, white women but are more diverse than chief marketing officers across the organization's member companies. "The data we collected shows that while women overwhelmingly comprise the bulk of the marketing industry's workforce, they still lag behind in leadership roles," said ANA President Christine Manna, who oversaw the report.
Hispanic-Americans access the internet via smartphones at higher rates than the rest of the US population, and their purchasing power is worth more than the gross domestic product of major countries such as Russia and Australia. Marketers should pay attention to the growing clout of this consumer group and tailor campaigns that meet their buying behaviors, Parker Morse says.
Beer is a popular choice in alcoholic drinks among Hispanic-Americans, and understanding how the demographic relates to it can help with marketing other products. Parker Morse discusses marketing Mexican beer to the larger Hispanic community and the cultural familiarity of beer in a new place for immigrants.
Minor League Baseball has launched an artificial intelligence customer-service conversation tool for more than 30 teams. The tool communicates in English and Spanish and is designed to reach out to the large population of US Hispanic baseball fans, said Don White, CEO and co-founder of Satisfi Labs.
Florida-based Amscot Financial has launched a bilingual ad campaign focused on the challenges of the gig economy and self-employment. "With immigration continuing to increase in Florida, our Hispanic customer base is seeking a wider range of financial options to better manage their entrepreneurial goals and the day-to-day transactions of running a small business, to even a startup," said Ian MacKechnie, Amscot's founder and CEO.
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Radio stations have a lot to gain by reaching out to affluent Latinas, according to Gabriela Alcantara-Diaz, founder and president of Semilla AD. She specializes in marketing to wealthier Latinos for brands such as Publix and Johnnie Walker and says the audience is particularly a good fit for radio.
Univision has joined Open AP, a consortium advocating audience buying, a practice that narrows audience segments beyond traditional metrics. "Every advertiser has asked us to use something more precise than age and sex demographics," said Steve Mandala, president of advertising sales and marketing at Univision.
James Borrego is the first Hispanic to serve as a full-time head coach in the NBA in his new position with the Charlotte Hornets. With 15 years of assistant coaching experience, Borrego also previously worked as interim head coach for the Orlando Magic.
CMC Marketer of the Year Award announcement this Monday
Stay tuned for CMC's big reveal on Monday, when we'll be announcing the winner of the prestigious Marketer of the Year Award. The 2018 Marketer of the Year will join the short list of top brands who have received the award in years past for their multicultural marketing expertise. The award-winning brand will accept their accolade at our upcoming Power of C3 Conference in Los Angeles.
Save the date
CMC's 2018 Conference will take place June 4-6 at the Loews Hollywood Hotel in Los Angeles.
The Culture Marketing Council: The Voice of Hispanic Marketing (CMC) has released its 2018 Hispanic Market Guide which is available for download. This digital guide reveals how culture drives digital behavior regarding how information is shared, how on-demand content is consumed and which platforms are chosen. Download it here.
The truth is the kindest thing we can give folks in the end.