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Why A Multicultural Mindset Is A Must For Agencies

In marketing, it’s important to keep pace with demographic change. Even better to stay ahead. Right now, for instance, significant changes in the U.S. cultural landscape have made multicultural marketing imperative. As a small advertising agency in today’s economy, if you aren’t incorporating multicultural consumers into your work, you are hurting your agency’s growth and your clients’ growth. To put it bluntly, if you aren’t doing multicultural marketing, you will not succeed. Consider the following reasons: The Asian population in the U.S. grew by 72% within fifteen years (2000 to 2015), according to Pew Research, placing this population as the fastest growing of the major racial groups.

Can Agencies Take A Marketing Lesson From Drake?

Canadian rapper Drake has been dominating global music charts for the past decade. In an industry often defined by one-hit wonders and flash-in-the-pan successes, Drake consistently turns out music that breaks streaming and sales records time after time. Not only does he dominate the music industry, but his social media accounts are the envy of brands and influencers alike, amassing a record number of fiercely loyal followers across his platforms. So, what are the keys to his success? And more specifically, how can agencies tap into the marketing mojo of Drake? From my perspective, there are three lessons agencies can learn from the rap phenomenon that is Drake.

[Podcast] ThinkNow Media™ Report 2018

Years ago, TV viewers watched and recorded their favorite shows on cable. Chained to our VCRs, we collected episode laden VHS tapes like squirrels collect nuts in the winter. Then DVRs came along, liberating us from reels of magnetic tape and wooing us with the allure of live TV on our own terms. Flash forward a few years. Streaming services disrupt TV as we know it. Viewers now have the option to stream entire seasons of shows from every genre, from throwbacks like The Wonder Years and Full House to Game of Thrones and Westworld, and everything in between. At ThinkNow, we’ve studied this shift in media consumption for three years now. Our ThinkNow Media™ report tracks cross-platform viewing, streaming habits, gaming, and binge viewing habits across the total market.

Total Market Viewers Favor Live TV, Multicultural Audiences Switch To Streaming

Years ago, TV viewers watched and recorded their favorite shows on cable. Chained to our VCRs, we collected episode laden VHS tapes like squirrels collect nuts in the winter. Then DVRs came along, liberating us from reels of magnetic tape and wooing us with the allure of live TV on our own terms. Flash forward a few years. Streaming services disrupt TV as we know it. Viewers now have the option to stream entire seasons of shows from every genre, from throwbacks like The Wonder Years and Full House to Game of Thrones and Westworld, and everything in between.

Can You ‘Martech’ Your Way Into Multicultural Markets?

Marketing technology, more commonly known as martech, is stealthily transforming the way companies market to consumers. As ads retarget and emails automate, consumers are enjoying the luxury of an omnichannel experience while affording marketers the opportunity to collect the digital breadcrumbs they leave behind. With a bulging waistline, the martech industry now boasts a roster of nearly 5,000 companies. While digital marketers have been playing with it for years, the big difference in the technology is the sheer scale of what’s possible with today’s tools. Marketing stacks curate programmatic advertising, social media, SEO and e-commerce into a neat bundle that produces rich data that is analyzed and then used to shape more relevant marketing campaigns to specific audiences.

[New Report] Social Media & Digital Usage in 2018

Affluent U.S. Hispanics Drive Daily Usage of Top Social Media Platforms U.S. Hispanics earning $75,000+ a year significantly over-index on key digital and social media measures when compared to non-Hispanic Whites. From the platforms they use to what they do when they get there, Hispanics are “always on,” depending heavily on their smartphones to keep them connected to family and friends, to research brands, and to make purchases. In our new report, Social Media & Digital Usage in 2018, we partnered with mitú to take a closer look at the latest social media and digital trends across all U.S. consumers, specifically examining attitudes and activity by ethnicity and race, income and daypart.

[Podcast] ThinkNow Hispanic Soccer Fan Study 2018

Game Changer: 2018 FIFA World Cup Russia™ Goes Mobile Our national consumer study of soccer fans reveals how Hispanics engage with soccer on social media and how they plan to follow & cultivate the World Cup experience, how they will engage the World Cup and how receptive they are to social media advertising. Special guest, Hugo Balta, Senior Director of Hispanic Initiatives at ESPN, joins Mario X. Carrasco, Managing Partner at ThinkNow Research for the #ThinkNowMRX Podcast Series, to discuss the findings of the ThinkNow Hispanic Soccer Fan Study 2018.

The Persistence of Quantitative Research

Big data, social listening, machine learning and AI are all affecting the market research industry in new and exciting ways. The mind-bogglingly large datasets generated by the digitization of our lives are presenting market researchers the richest data trove ever created by humanity. The sheer abundance of data has prompted many to question whether we’ve entered a “post-survey era” where it no longer makes sense to field quantitative surveys with hundreds or thousands of respondents when data is available on millions.

Consumer Confidence Dips Amid Political Unrest and Economic Uncertainty: ThinkNow Pulse 2018 Report Released

Despite steady income and low unemployment, consumers still leery of economy’s growth potential “A country divided” doesn’t just define the current political climate in the U.S. today, but also speaks to consumers’ general outlook of the economy and its impact on their way of life, including their purchase decisions. In the 5th installment of our annual report, ThinkNow Pulse™, we delved into consumer sentiment across Hispanic, African-American, Asian, and non-Hispanic white cohorts and found stark contrasts in consumer expectations last year when compared to past years.

Total Market Trends: Year-End Review & 2018 Market Predictions

In a year hell-bent on ripping the seams of the American tapestry, U.S. consumers have proven resilient and capable of weathering political storms, natural disasters, and racial unrest. Fraught with economic uncertainty, the ambiguity that clouded the country’s trajectory did little to stymie the optimism that defined consumer sentiment among key demographics going into 2017.