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Adriana Lynch
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Recent Posts
Beating Industry Benchmarks
In my previous blog, I discussed a fast way to assess relative marketing performance, and covered proven approaches to improving six industry benchmark-based Key Performance Indicators (reach, share, engagement, loyalty, pipeline, and progression) that can boost overall marketing effectiveness. Today, I’m going to review some of the key findings from recent research around Marketing benchmarks. I’ll select key metrics from each of these three benchmarks and their implications for optimizing marketing performance.
Maximizing your Digital Marketing Channel Mix
Wed, Apr 17, 2019 — “Going digital” with your marketing mix has never been more essential. Most advertisers continue to increase their digital marketing spend in 2019 as billions of consumers are using online social media as a jumping off point into purchase decisions. With more money flowing into digital marketing, the digital channel mix continues to grow in complexity. Though search marketing, display advertising, social media, and mobile remain the mainstays of a digital advertising footprint, each has its role in supporting a particular business objective. When integrated properly, they maximize how we attract consumers, and turn visits into revenue. But before you leap into the digital marketing fray, it’s critical to understand your enterprise’s goals and objectives: Are you seeking to simply educate the public about an innovative offer (market education)? Do you want a target audience to gain greater awareness of your offering as a viable alternative (Brand Awareness)? Are you simply looking for more people to buy your product (raw traffic)? Or, do you want to motivate your current consumers to buy more of your product (higher net per sales)?
Building a Long-Lasting Relationship Between Hispanic Consumers and Your Business
Tue, Sep 18, 2018 — When a business looks at how to approach the U.S. Hispanic consumer, it is quite easy for it to rely on commonly known facts: Family is important to them, their households are larger, and they over-index usage of mobile devices to gather information and shop online. Let’s not forget that they love soccer – and are deeply religious. However, to develop the most meaningful connection, it’s essential to dig a little deeper than the obvious. The same analytical rigor and behavioral curiosity we apply to our core US consumer (also known as the general population) needs to be involved in studying the Hispanic consumer and how they relate to your category. First, we’ll begin with an examination of the data, then uncover insights to understand what truly matters to this exquisite target.
The US Hispanic Consumer Cultural Evolution: You CAN Have Your Cake and Eat It Too
Tue, Sep 4, 2018 — Hispanics, or Latinos (which kindly includes my native country, Brazil, where we speak Portuguese), have been a strong influence in the US economy for decades. As an integral part of the workforce seeking the “American Dream”, more and more Latinos tried, as time went by, to “fit-in” to the American culture to succeed and achieve that Dream. Latino parents would only speak English with their kids, so they would fit-in in school. When American neighbors came to visit, they made sure to serve peanut butter and jelly sandwich for the kids and hot dogs for the adults (“keep the tamales in the fridge, Mi Amor!”). You get the picture. The process of trying to “fit-in” to an alien culture is called acculturation. It does not have much, if anything, to do with which generation you belong to, but it is a phenomenon statistically proven to be correlated with two major variables: How easily you flip-flop from your native language to the country language. In this case, how effortlessly a Latino goes back and forth between Spanish (or Portuguese) and English, and; How similar the purchase basket is of a Latino family or individual to an American one.