The Culture Marketing Council has recognized Sprint as the 2018 Marketer of the Year for its commitment to marketing campaigns that address the Hispanic market. The award was earned in part due to Sprint's diversity in executive leadership, including CEO Marcelo Claure, who is the first Hispanic-American CEO in the wireless carrier industry.
Mexican sparkling mineral water Topo Chico grew by more than 30% in the first quarter of 2018 after being bought out by Coca-Cola last year. The growth is credited to increased distribution and a commitment to staying true to the brand's Mexican roots.
Radio continues to play a big role in the listening habits of Hispanics, and Adam Jacobson, editor-in-chief of Radio and Television Business Report, says Latino consumers continue to enjoy streaming audio. He interviews Stacie de Armas, vice president of Strategic Initiatives and Consumer Engagement at Nielsen, to uncover more trends in Hispanic listening habits that can benefit marketers.
In its latest "Speechless" campaign, McDonald's tapped a stable of celebrities to explain how delicious their burgers are for customers who are rendered mute as they eat them. One of those celebrities is Luis Fonsi, of "Despacito" fame.
YouTube TV will now be measured via Nielsen's local audience ratings, the companies announced. The partnership "will help local media buyers and sellers capture digital audiences, as well as provide advertisers a full account of all viewing activity, irrespective of distribution channel," said Nielsen Local's Jeff Wender.
Aditi Gokhale, Northwestern Mutual's chief marketing officer, is focusing on selling financial services to women, targeting this as a market with a great deal of potential. Gokhale reports that traditional financial advice ads are aimed at men but notes women are major financial decision-makers: "[A]dvisers' sales conversations have largely skewed toward men. We saw an opportunity to connect with women on a one-to-one basis."
Bacardi-owned Patron is finding loyal fans for its Amazon Alexa skill. The "Ask Patron" feature has won over 36,000 users since its debut two years ago, and is commanding 6,000-7,000 interactions per month, most of which are from returning fans.
Business-to-business marketing chiefs must understand the pressures and anxiety experienced by prospects who are under scrutiny for investing their company's money, and thus ensure they allay those worries to make the buying journey as easy as possible, Blake Morgan writes. Personalize messaging, be helpful by providing educational content, act as an adviser to guide individuals through the decision-making process and provide after-care to support customers through implementation, she advises.
Business-to-business marketers should invest in lead ads on social platforms such as Facebook to reach prospects who are spending more time on mobile devices, writes Marco Cirillo. He provides a step-by-step guide to setting up lead ads, canvas ads and instant articles on Facebook.
Francine Carb outlines several tips to improve business-to-business Google AdWords campaigns, including talking to customers to ensure you're using the most relevant keywords for your industry, and creating custom landing pages for individual campaigns. Identify the metrics that are the most insightful for your campaign goals and experiment with different strategies, she suggests.