Industry Insights
Ideas to Inspire
What’s next in marketing, brand building, media and tech?
- 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.
- AdAge
- Jessica Hawthorne-Castro
Most consumers don't stick to one marketing channel. It's very likely that a consumer that follows your brand's account on Facebook also does so on Twitter, Instagram or several other social media channels. Mass marketing like billboards or radio and TV ads also impact these same consumers.
- AdAge
- Jessica Hawthorne-Castro
Technology has enhanced the customer experience quite a bit, with many companies employing the use of artificial intelligence agents for customer service roles. However, despite embracing technology for their customer service needs, many businesses are not fully using tech to improve the way customers engage online.
- Forbes
- Jessica Hawthorne-Castro
It's pretty common to see marketing agencies focus on a singular dollars-and-cents approach to explaining the effectiveness of a marketing strategy to their clients. The vital misstep in this approach comes from assuming that clients are solely interested in the cost-to-return ratio of a policy. In many cases, businesses are less concerned about the spend and more worried about the value it generates, whether that is in returns or less-tangible metrics like customer loyalty.
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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