Insights &

industry

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Author: Jessica Hawthorne-Castro Original Link: ER Magazine Date Published: May – June Issue 2017 Some 95 percent of the world’s consumers reside outside of the United States, the U.S. Chamber of Commerce says, so the lure of the international marketplace is strong for marketers seeking new customers, business opportunities, and higher revenues. But while thinking beyond borders presents exciting opportunities for anyone wanting to take advantage of the world marketplace, it can also introduce new challenges that can only be addressed through proper planning, forecasting, and strategizing. By preparing for potential roadblocks in advance, marketers can reap the rewards. Recent world events have forced some companies to rethink the way they do business internationally, however. Changing immigration laws, increasingly populist mindsets, and the scrutiny paid to international trade agreements such as NAFTA, for example, are having a collective impact on the way international business is conducted. And while selling overseas remains a
June 5, 2017 On Monday, June 5th, Hawthorne’s own George Leon will be participating and speaking in a Roundtable discussion at the Mobilenomics event in Park City, Utah. The conference, which began on June 4th and continues through June 6th, will be held at the Stein Eriksen Lodge at Deer Valley Resort. Mobilenomics is an invitation-only summit that aims to help brands enhance their mobile marketing campaigns and will address key areas of mobile media, such as mobile video, geo-targeting, wearables and more. The event is hosted by Charlie Fiordalis of Mediacom and Jason Dawayne Smith of Mindshare. As Hawthorne’s Senior Vice President of Media and Account Management, George Leon is an expert in direct and brand response advertising and oversees strategy in this area for some of Hawthorne’s biggest clients, like Equifax, Hamilton Beach and HomeAdvisor.com. With over 20 years of experience in the industry, Leon also uses
Original Publication: PR Newswire Date Published: June 5, 2017 The prizes include the Telly Awards, American Advertising Awards, Hermes Creative Awards, ASTRID Awards and Communicator Awards LOS ANGELES, June 5, 2017 /PRNewswire/ — Hawthorne, a creative, analytics and technology-driven advertising agency, today announced that it has won 29 creative awards in 2017, just five months into the year. The awards—granted by five different organizations and recognizing 17 different Hawthorne campaigns—showcase the high-caliber work that the agency consistently creates for its clients. Hawthorne’s legacy of The Art of Brand, The Science or Response®, combines persuasive brand messaging with proprietary analytic systems that create and deliver highly accountable and successful integrated advertising campaigns. Hawthorne has an analytic video-centric marketing approach that helps brands grow through acquisition, retention and brand awareness. Appling the latest Neuroscience principles and data-driven technology to develop and execute, Hawthorne uses powerful visual and verbal storytelling to drive consumer response across
 Author: Jessica Hawthorne-Castro, CEO Original Publication: Information Management Organizations are increasingly adopting big data analytics to understand and then fix business problems. They’re learning how to extract value from multi-sourced information and then relate that information to an issue in their marketing, manufacturing, advertising, or shipping, etc. For example, T-Mobile (and the other main carriers) consistently use big data analytics to spot the reasons for (and prevent) customer turnover. Customer attrition is a significant expense in this industry, so firms that can best use data to improve retention and improve satisfaction will have a leg up on the competition. Big data is not just a tool for the enterprise level firms. It’s appropriate for businesses of varying sizes that want to better understand customer behaviors and improve their marketing tactics. Every organization wants to use data to find actionable insights. It’s “cause and effect” on a broader scale, where
Author: Jessica Hawthorne-Castro Original Link: Datanami Date Published: June 1, 2017 Walmart is a global leader in using data analytics to form insights. For example, the company previously used data generated during hurricanesto better estimate demand for emergency supplies, so it could be best prepared to meet customer needs. The company focuses on both reactive and proactive analytics, so they can thoroughly review past problems and spot upcoming errors in advance. Enterprise companies such as Walmart that are successfully using Big Data has some commonalities. They have the technical expertise and the right systems in place to manage massive sets of data and know how to learn actionable insights from the data. For marketers that want to improve their results through data analysis, it can be tricky to correlate what the data is saying and how that could adjust marketing strategies. Here’s five best practices companies can employ to refine their campaign performance
Author: George Leon Original Publication: EContent Mag Drive to Web Campaigns Many marketers view a “drive to web” campaign as simply moving an audience to a landing page in order to garner sales, signups, or other actions. The campaign launches, the desired actions are tabulated, and the marketing team moves on to the next campaign. This approach is outdated and doesn’t leverage the latest technology, tools, and marketing software that can help build more personalized and dynamic campaigns. There’s vast room for improvement in drive-to-web campaigns through analytics and optimization. Looking at the Broader Experience Upper-tier advertising and marketing agencies are looking beyond only campaign analytics, and considering the entire user experience and engagement. They’re shifting their focus because a positive experience is the way to attract and retain site visitors and the only way to encourage them to take action. Such experiences are generated by matching the offered content to consumers’

Five Steps To Navigate Gen Z Consumers’ Demand For Sustainable Products

Millennials and Generation Zers are both notorious for shaking up the status quo in more ways than one. They’ve both…

7 Essential Lessons To Learn From Valentine's Day Marketing Efforts

Video is one of today’s most popular forms of content marketing. Engaging visuals are often more effective than the written…

9 Best Practices For A Successful Video Marketing Campaign

Video is one of today’s most popular forms of content marketing. Engaging visuals are often more effective than the written…

Gen Z Advertising Dos and Don’ts for Marketers

Millennials and Generation Zers are both notorious for shaking up the status quo in more ways than one. They’ve both…

12 Top Content Marketing Trends Just Over The Horizon

Ever since innovations on the web made the embedded video a viable strategy, marketers have realized how vital this visual…

6 Exciting Publishing Trends Ad Professionals Want To See In 2020

It’s a new year and decade, and experts across all industries are waiting to see if their predictions for 2020…

23 Daily Habits Which Separate High Achievers From Everyone Else

Want to make more money, achieve great things, do good in the world and be happy? Start by adopting these easy routines. Author: Christina DesMarais Original Publication: Inc.com Date Published:  January 4, 2018 If getting ahead can seem like a struggle, know this: To be highly successful, you need to be highly disciplined. I’ve asked hundreds of executives and entrepreneurs about the things they do every day which help them succeed, and inevitably they credit simple routines which have been proven over time to give them an edge. Check out these quotes from 23 high-achieving individuals who share the habits which help them get ahead in business and life. 1. Start your day with intermittent fasting. “It’s a method that splits your day into eight-hour ‘eating periods’ and 16-hour ‘fasting periods.’ Although lots of people talk about the need for a hearty breakfast, new research indicates that intermittent fasting is a great way to lose or maintain

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SEO is Not Enough in the Age of Voice

Author: John Francis Title of piece: SEO is Not Enough in the Age of Voice Original Link: Venture Beat Date Published: December 10, 2017 With technology transforming virtually every aspect of our lives, it should be noted that many of the innovations we’re now seeing have existed for decades in science fiction novels and television. The capacity to talk to a computer (and have it talk back) was a staple of Gene Roddenberry’s Star Trek, where the Starfleet computer was voiced by Roddenberry’s wife, Majel. The 1970 movie Colossus: The Forbin Project featured a supercomputer that was intended to prevent war and proclaimed itself “the voice of World Control.” And before Google’s self-driving cars, the 1980s brought us KITT, an advanced artificially intelligent, self-aware, and nearly indestructible car from the TV show, Knight Rider. Today’s voice applications may not have quite this level of panache and power, but there is no doubt they are infiltrating our daily lives and

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Customization Is King in a Selfie-Obsessed World

Author: Jessica Hawthorne-Castro, CEO Title of piece: Customization is King in a Selfie-Obsessed World Original Link: ER Magazine For decades, marketers have been segmenting their advertising strategies and messages to appeal to specific customer groups. By dividing their customer bases geographically, demographically, and behaviorally, marketers have been able to ensure the highest possible lead conversion and get the most from their ad spend. Today, the same marketers are taking segmentation up a few notches in an effort to appeal to a mobile-powered, selfie-oriented world, where customers look to their smartphones and social media for instant gratification. Led by companies such as Pandora, Amazon, and Netflix, today’s one-to-one marketing goes beyond anything we’ve seen before thanks to the copious customer data available for use in executing more strategic targeting. Narrowing the Market In a world where people are obsessed with snapping selfies and sharing them with their peers (and strangers) via social media,

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Hawthorne Sweeps Up 30 Creative Awards In Second Half Of 2017

The prizes include the w3 Awards, Davey Awards, Aurora Awards, dotCOMM Awards, and Galaxy Awards. LOS ANGELES, Nov. 30, 2017 /PRNewswire/ — Hawthorne, a creative, analytics and technology-driven advertising agency, today announced it has won 30 creative awards in the second half of 2017, bringing its total to 59 so far this year, including 27 digital content awards. The awards, granted by five different organizations, recognized 13 campaigns across multiple categories and clients, highlighting the consistent high-quality and breadth of Hawthorne’s work. Grounded in attribution and return-on-investment metrics, Hawthorne is a full-service, technology-based advertising agency that uses powerful visual and verbal storytelling to drive consumer response across all screens. Its legacy of The Art of Brand, The Science of Response ©, combines persuasive brand messaging with proprietary analytic systems to create and deliver highly accountable and hugely successful integrated advertising campaigns. The agency applies an analytic video-centric marketing approach and data-driven technology to

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Debate Continues Over Differences Between Men, Women CEOs

Author: Jessica Hawthorne-Castro, CEO Original Publication: FierceCEO Date Published:  November 20, 2017 With more women taking the reins as CEOs, the debate is once again heating up as to whether they deliver different management styles than male CEOs. For decades, some have argued that women can be too soft, while men, with their take-charge ways, fit the bill to become hard-driving executives. But from a personality standpoint, men and women CEOs are equally capable of scoring high in areas like emotional stability, drive and vision, said Michael Sanger of Hogan Assessments, a personality assessment and leadership development firm. The uncertainty lies in how these traits will be perceived by subordinates, Sanger said. In other words, it can become a case of perception being reality. Take the case of Michelle and Tobias Glienke, co-CEOs of Munk Pack, a natural foods brand. The husband and wife duo say that, at least in their case, they have different

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