Industry Insights
Ideas to Inspire
What’s next in marketing, brand building, media and tech?
- AdAge
- Jessica Hawthorne-Castro
No matter how well-established a brand is, there may come a time when it needs to reinvent itself. Whether the company is working to keep up with modern sentiments or reach a new target demographic, the process of reinvention should be carefully considered and implemented. Otherwise, you may end up alienating the very customers who built your brand in the first place.
- Forbes
- Jessica Hawthorne-Castro
Social media is an important part of any company’s marketing strategy. While social media savvy helps promote brand recognition and overall success, one misstep can bring a business unwanted attention—even national infamy.
- AdAge
- Jessica Hawthorne-Castro
You’ve done all the necessary research and preparations for your ad campaign, and you’re sure it's going to be a hit with your target audience. But then for some reason, your campaign just doesn’t land, and your audience has an unexpected negative reaction.
- Forbes
- Jessica Hawthorne-Castro
Whether a business is updating a marketing strategy or simply trying to keep up with modern sentiment, sometimes a company needs to refresh its brand a little. But while change can be good, a business might not want to do a complete overhaul—especially if the organization lacks the resources to do so, or if its existing brand is well-established and popular.
- Hawthorne Advertising
- John Francis, DBA
On January 1st, 2020, the California Consumer Privacy Act (CCPA) went into effect. The law grants California residents the right to be informed about how companies are using their data and protects consumers from having their data collected and sold without their knowledge.
- Forbes
- Jessica Hawthorne-Castro
Now, more than ever, many companies can benefit from having expert marketers by their sides. With the current economic crisis stemming from the COVID-19 pandemic, marketers' awareness of the constant shifts within the dynamic media environment can help companies weather the storm.
- AdAge
- Jessica Hawthorne-Castro
The best marketing campaigns are tailored to match exactly what a customer or client is looking for. Personalizing your marketing communications is the best way to let a customer know they matter and that you're the perfect fit for their needs.
- TargetMarketing
- Tim Hawthorne
While we all hunker down, work from home, and stream video content, I thought it would be a wonderful idea to talk to one of the original greats in long-form video advertising, Tim Hawthorne, founder of Hawthorne Advertising.
- AdAge
- Jessica Hawthorne-Castro
Business-to-business (B2B) marketing focuses on directly aiming product advertising to other companies. It's a significantly different process than business-to-consumer (B2C) marketing.
- Forbes
- Jessica Hawthorne-Castro
Marketers usually put a lot of thought and effort into crafting the perfect campaign, from choosing the ideal audience to streamlining their marketing techniques and more. Drawing in customers is the primary goal of any marketing strategy, but conversions come from closing the sales loop.
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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