Portrait of Jessica Hawthorne-Castro

Jessica Hawthorne-Castro

Performance Marketing contributor Jessica Hawthorne-Castro is the CEO of Hawthorne Advertising, an award winning technology-based advertising agency specializing in analytics and accountable brand campaigns. Jessica’s role principally involves fostering long-standing client relationships with the company’s expansive base of Fortune 500 brands to develop highly strategic and measurable advertising campaigns, designed to ignite immediate consumer response.

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Untapped Opportunity: Putting the Power of Voice to Work

Performance Marketing

As more consumers expand their use of voice search, more companies will be looking for ways to optimize voice-based search.

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Traditional Trade Shows and Live Events Are Returning—and Better This Time

Performance Marketing

The hybrid event is here to stay—and for good reason.

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Consumers Are Checking Their Phones 60 Times a Day. Here’s How to Monetize These Micro-Moments

Performance Marketing

Marketers have a whole new method for engaging and interacting with their customers in real time.

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Seeing Is Believing: Why Visual Search Works

Performance Marketing

Gen Z and millennials have embraced this way of shopping, and it's time brands did too.

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Virtual Try-On Tech, the Pandemic-Accelerated Trend, Is Here to Stay and Save Headaches

Performance Marketing

A pandemic-fueled ecommerce spike is accelerating the trend.

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Performance Marketers Need to Watch These 5 Consumer Trends in 2021

Performance Marketing

After a year of chaos and uncertainty, these are some of the interests and behaviors that are here to stay.

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How Connected TV and OTT Are Helping Marketers Reach a Wider Audience

Performance Marketing

With more Americans than ever now watching CTV and OTT, marketers are missing a prime opportunity.

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7 Engaging Ways to Advertise to Upcoming Generations on TikTok

Performance Marketing

In a post-COVID world, people are using content to fill their time and find daily satisfaction, thus creating a greater need for content creation. This gives marketers a real opportunity [...]

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COVID-19’s Impact on Millennial and Gen Z Media Habits — and How Marketers Should Pivot

Media

Depending on their age and stage of life, the nation’s two youngest generations are getting a first taste of what it’s like to be a remote worker, home-schooling parent, or [...]

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COVID-19’s Impact on Millennial and Gen Z Media Habits — And How Marketers Should Pivot

Performance Marketing

Within a very short period, the way Millennials and Gen Zs buy products and consume media also has changed dramatically. And while many of these shifts — such as the [...]