Christopher Heine

Despite increasing purchasing power in the past several years, Latin American communities tend to get the most attention from marketers only during Hispanic Heritage Month (September 15–October 15), with too many companies focused on the short-term. To cultivate relationships and build brand loyalty long-term, markers must uncover deeper consumer insights about American citizens whose ancestors came from Spain, Mexico, the Caribbean, and Central and South America.

Companies that break up into smaller companies create challenges for marketers. At the same time, breakups can enable brand marketers to align more closely with the goals of the new entity and compete more effectively against scrappier brands.

Amid a dizzying amount of change, CMOs who collaborate effectively with their CTOs are likely to generate better returns. Establishing strategic alliances with chief technology officers is fast becoming a cost of entry for marketers who want to ascend in their organization.

While in-person sales meetings slowly come back and offices start to reopen, digital communications — including video calls — remain the go-to strategy for brands that want to strengthen existing relationships and build new ones.

Quick Response (QR) codes were all the rage in the early 2000s but soon fell out of a favor among most brands. But they have come back to life, spurred by the pandemic and the growing imperative among marketers to thread their message between the physical and digital worlds. And, unlike the first time around, QR codes now seem to have much more staying power when it comes to engaging consumers and driving revenue.