Industry Insights
Ideas to Inspire
What’s next in marketing, brand building, media and tech?
- January 17, 2020
- AdAge
- Jessica Hawthorne-Castro
A brand is a promise that a business makes to its customers. You can find this definition littered across the internet, but it doesn't tell you exactly what that promise should be. Brand promises are crafted through their stories. Brand stories try to communicate the brand's worth to consumers in a noninvasive way, which allows the potential buyer to connect and form a relationship with the brand. Today, many brands see the brand story as a way to humanize their corporate face so that consumers feel more comfortable with them.
- January 13, 2020
- AdAge
- Jessica Hawthorne-Castro
People enjoy it when others appreciate them. This little fact has resulted in a lot of companies doing customer appreciation campaigns that have attracted record amounts of leads. In an online setting, a thank you page is a perfect example of showing appreciation to clients. Yet, despite the usefulness of this recognition, many companies simply overlook the inclusion of a thank you page, much to their detriment. Businesses need to let consumers know how much they value their business.
- January 9, 2020
- TargetMarketing
- Hanna Anderson
Millennials and Generation Zers are both notorious for shaking up the status quo in more ways than one. They’ve both broken out of a shell that generations prior were determined to mold themselves to. This fact, along with their closeness in age, have led many to believe that they have a lot of commonalities that can accommodate similar generational marketing strategies.
- January 3, 2020
- AdAge
- Jessica Hawthorne-Castro
When launching an ad campaign, one important decision you’ll have to make is choosing the appropriate platform. After all, you want to be sure that your ad successfully reaches your intended audience.
- January 2, 2020
- Hawthorne Direct
- Steven D'Amico
Is thinking of Marketing as a quantum mechanical process useful? It is when you are seeking to attribute consumer response to media impressions, and when you’re crafting and testing effective messaging. This white paper explores a few selected topics within this theme under active research, development, and use in marketing and advertising campaigns.
- January 2, 2020
- AdAge
- Jessica Hawthorne-Castro
As marketing needs expand by the year, an abundance of leadership roles, from SEO specialists to social media moguls, emerge. Anyone can be named as a manager, but what makes a great leader, particularly in the marketing sphere?
- December 26, 2019
- Thrive Global
- Jessica Hawthorne-Castro and Dr. Ely Weinschneider
The main key to being “fully present” with my children is working smart while at work. I am highly organized, which allows me to get through all the important tasks of my day quickly. For example, even with all my meetings and various activities of the day, I get hundreds of emails, but I get my email inbox down to less than 30 total emails every day before I leave work and go home to my family.
- December 19, 2019
- AdAge
- Jessica Hawthorne-Castro
One of the hottest trends in advertising right now is the use of augmented reality (AR) or virtual reality (VR). AR and VR can provide greater creative freedom for advertisers, resulting in a product that can reach customers in a way that traditional ad mediums can’t always do.
- December 18, 2019
- PR Newswire
- Hawthorne
LOS ANGELES, Dec. 18, 2019 /PRNewswire/ -- Hawthorne, a creative, analytics and technology-driven advertising agency, announced today that it has won 12 creative and corporate awards in the second half of 2019 from 10 different organizations. The awards recognized everything from Hawthorne's results-driven campaigns to the leadership of the agency's CEO, Jessica Hawthorne-Castro. They are a testament to Hawthorne's continued success and influence within the advertising industry, honoring both client work and how the company is run.
- December 13, 2019
- AdAge
- Jessica Hawthorne-Castro
Year after year, marketing industry leaders experiment with and popularize innovative advertising techniques. From the convenient Instagram shopping checkout feature to advertisements centered on social change, 2019 has been a year of constant connection.
Resources
Hawthorne has been a leader and pioneer in Brand Response Advertising and Direct Response Marketing for 35 years.
Our rich history of measuring audience response and applying data-driven attribution and analytics to optimize campaigns provides us with an unparalleled depth and breadth of experience. Some of that experience is shared below in this Resources section.
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