Skip to main content

Marketers, minorities, and brand engagement: connecting the dots with Christopher Kenna

In the first episode of the ClickZ Marketing Masters Podcast, our host Tim Flagg speaks with Christopher Kenna, CEO and Co-Founder of Brand Advance. They discuss what it takes to be a great marketing leader and take a deeper look at how brand engagement with minority communities has shifted. Kenna shares his expert insights on the impact of technology, how the success of such engagement is measured, and the challenges facing the marketing community looking forward.

Kenna builds on vast experience from his role at Brand Advance – who connect brands and agencies with diverse communities through Diversity Media, Technology, and Insights – and significant advisory work for ITV, Outvertising, and more. He discusses how and why spending on minority-owned media and minority representation in media advertising has changed so significantly over the past three years in particular; what has happened to the brands who fail to keep up and why they are now obsolete; and takes a brief look at GlaxoSmithKline as an example of a brand who has been successful in their efforts to increase engagement with minority communities. Kenna and Flagg also discuss what metrics brands are using to measure the success of engagement with minority communities.

Crucially, Kenna provides insights and a call to action on the role that technology is playing in this movement. As brands embrace Web 3.0, take to the Metaverse, and adjust to the death of the third-party cookie, Kenna highlights how vital it is for marketers to learn the lessons of previous failures where technology has reinforced racial stereotypes. As new technology is developed, minority groups must be represented to ensure platforms are built with all communities in mind. Only by doing so can inbuilt biases be avoided He shares a call-to-action that everyone has a role to play in creating a truly diverse landscape where ‘Ethical Marketing’ and ‘Marketing’ are not two different concepts, but one and the same.

Time stamps

00:25 – Introduction

01:31 – What makes a great marketing leader and why

03:45 – How engagement with minority communities has shifted

08:03 – What ‘change’ looks like for brands and agencies

08:56 – What has happened to the brands who have not embraced diversity media

10:04 – Examining GlaxoSmithKline as a best-in-class for inclusive marketing

12:26 – What metrics brands can use to measure success

14:01 – The role technology plays in building an inclusive marketing landscape

17:35 – The challenges facing those looking to improve brand engagement with minority communities and making sure these voices are heard

20:01 – What the future holds and the role marketers must play

The post Marketers, minorities, and brand engagement: connecting the dots with Christopher Kenna appeared first on ClickZ.



from ClickZ https://ift.tt/nyDSEQo
via IFTTT
Labels:

Comments

Post a Comment

Popular posts from this blog

Keala Kanae – Net Worth, Courses, Scam?

Keala Kanae net worth : Keala Kanae is an internet marketer with a net worth of approximately $3 million dollars. Digital marketing seems like a perfect way to make money from home at this time when the world hits a global pandemic. There are tons of internet gurus to teach you how to make a 6-figure income monthly. Take it from Keala Kanae of Fullstaq Marketer – the same guy behind AWOL Academy. At the same time, you’ve heard some reviews from past customers before and would like to know whether diving with Kanae is a good idea. Is it worth the time, effort, and investment with him? Will your expertise and income expand given the tricks mentioned in their books? Keala Kanae Net Worth According to Forbes and Huffpost , Kanae earned his first $1 million in AWOL’s first year. In 2017, his net worth grew to a massive $30 million. Keala Kanae’s net worth is somewhere between $30 million to $50 million. Who is Keala Kanae? Probably you’ve come across his ads on Facebook and YouT
25 comments
Read more

Will Durex’s rebranded packaging help solve its biggest challenge?

Durex, the leading condom brand from Reckitt, recently announced its rebranded packaging for the Singapore market. The Drum spoke to Durex Singapore marketing director Justin Lee about how this refresh will reinvigorate its marketing. The new packaging includes new labels, colours and designs of the range as well as new navigation icons to help shoppers make a better choice. As a part of the month-long campaign, the condom brand will also be making its fit guide available on Shopee’s Durex official store. Having started in the UK , the rebranding is being rolled out gradually to countries worldwide and is now available in Singapore, informs Justin Lee, marketing director of Reckitt Singapore in an exclusive chat with The Drum. He elaborates on how with the new packaging, the brand hopes to find a solution to its biggest challenge: “of debunking reasons for not wearing a condom and normalizing this habit amongst the consumers.” The rebranding is part of Durex ’s year-long initiative
Post a Comment
Read more

What is a Local Citation? Local SEO

In simple SEO terms, a local citation refers to any mention of your company online. This could be in a business directory, or on an industry-specific site, a blog or any other local website. Although local citations can help you rank in local search results, they are no longer a major ranking factor . However, they are still worth considering in order to promote your business. Common citations you are likely to already know of include listings on business directory websites such as Yell or Thomson Local . A complete citation should include the name, address and phone number of your business. Local citations do not always include a link to your site although they are more valuable if they do. What do they do? Citations help rank your Google Local Pack listing (this was formerly called Google+ Local map) by providing Google with credible sources of information about your business. Citations tell Google that your business exists, is legitimate and that what you say about it is accur
8 comments
Read more