At digo:, we believe in the transformative power of data-driven decision-making and inclusive media practices. We were fortunate to attend this year’s 𝐏𝐫𝐨𝐠𝐫𝐚𝐦𝐦𝐚𝐭𝐢𝐜 𝐈/𝐎 in Las Vegas, where thought leaders shared valuable insights on these topics. Let’s dive into the key takeaways by Kevin McClintock-Batista!
Keynote Speech – On The Road to ROI, with CMO of Bob Evans Farms 🚀
Thyme H., the esteemed CMO of Bob Evans Farms, shed light on the importance of data-driven decision-making in a constrained budget environment. She emphasized understanding the financial impact of marketing efforts and strengthening brand equity.
Through effective strategies, Bob Evans has emerged stronger than ever, even during challenging times. Hill stressed the necessity of making hard decisions and highlighted the partnership between Bob Evans and its agency partners, who utilize proprietary software to analyze their creative efforts through the lens of diversity, equity, and inclusion (DE&I). Representation matters in marketing, and audiences respond positively to diverse depictions. By incorporating sentiment, bias, and inclusion, brands have an opportunity to tell more engaging stories and foster greater brand affinity.
Key Insights from “Double Down on Growth with Inclusive Media Plans” 🌍🔍
Kelsey Chickering, Principal Analyst at Forrester, delivered an enlightening keynote talk. Chickering underscored the significance of investing in diverse media properties. Here are the key highlights:
1️⃣ The Need for Inclusive Media: Marketers often focus on reach and frequency, inadvertently neglecting diverse audiences. This results in underrepresentation, missing opportunities to connect with the target audience, and failure to adequately represent societal makeup.
2️⃣ The Role of Brand Perception: Consumers’ perception of a brand’s stance on diversity and inclusion significantly impacts its reputation. Openly defending diversity and inclusion has become essential, as it resonates with consumers and drives growth. Notably, Hispanic audiences accounted for 12% of U.S. buying power ($5T) in 2020.
3️⃣ The Investment in Diversity: Brands investing in diverse audiences, creatives, and teams will likely improve brand perception and drive growth.
4️⃣ The Way Forward: Chickering outlined actions to increase investment in multicultural media, such as considering inclusive audiences in every RFP, exploring partnerships with new and possibly smaller partners, and amending payment terms to support minority-owned media.
By adopting inclusive media practices, brands can tap into the immense potential of diverse audiences and fuel their growth.
At digo:, we are committed to leveraging data-driven insights and inclusive marketing strategies to help our clients achieve remarkable results in the U.S. Hispanic Audience Market. Let’s embrace the power of representation, diversity, and data to unlock your brand’s true potential.