At best, marketing measurement tends to slant toward short-term payback at the expense of longer-term brand and customer development. But when you add heavy doses of highly measurable online tactics to more quantitatively elusive offline approaches, the slant can become an outright bias.

The biggest factor differentiating US Hispanics from others in our society is their historical background. By Brittany Conlyn - Student - Center for Hispanic Marketing Communication / Florida State University

On the occasion of the ANA's 100th Anniversary, we the members of the marketing community commit to the following key principles to ensure that our industry thrives and continues to contribute significantly to the economic health and well-being of our society, for at least the next 100 years.

Available at HispanicCMO.com

Operational change is required for corporate marketers and information technology (IT) professionals as they seek to “lead not lag” to embrace new digital marketing technologies and channels in the quest to acquire, maintain and enhance customer relationships and increase revenue, according to a new report from the CMO Council and Accenture. Another key finding of the report, titled “The CMO-CIO Alignment Imperative: Driving Revenue through Customer Relevance,” is that marketing and IT executives do not believe they are highly effective partners, as they struggle to achieve common goals in the race to adopt and keep pace with rapidly evolving digital marketing capabilities.

Available at HispanicCMO.com

A group of the nation's largest media and marketing trade associations, with support from the Council of Better Business Bureaus, today announced the details of a self-regulatory program that will give consumers enhanced control over the collection and use of data regarding their Web viewing for

The world of branding has, over a very condensed period of time, undergone a virtual and very real revolution as far as both the consumer and the employee are concerned. The challenge that companies are now facing is how to adapt effectively and efficiently to several convergent paradigm shifts. This white paper reviews some of the major changes and raises questions about the implications for today’s leaders. This paper’s position is that, more than ever before, companies need to evolve into Learning Organizations1 and that instituting a company-wide Brand University can offer a compelling way to accompany such a change.

Available at HispanicCMO.com

There is increasing pressure on marketers to deliver increased marketing ROI through improvements in marketing performance metrics and resultant reductions in acquisition costs.

Interbrand’s 2010 Best Global Brands report shows how the world’s most powerful brands are performing in a new marketplace that is increasingly being defined by consumers.

The past decade has seen a rising awareness of the importance of mothers as consumers. Once thought to be stereotypical purchasers of household products, mothers now are the drivers of most product and service decisions in their households, and businesses are recognizing this.

A packed house confirmed one more time that Colombian pop-star Shakira has transcended to a new level of relevancy, influence and global appeal! So much that even Colombian President Juan Manuel Santos, along with the former president of Chile, Michelle Bachele and Queen Rania of Jordan took time from the UN General Assembly meetings to support this Latina sensation... we even spotted actor Jim Carrey as one more fan in the audience chanting for “Shakira, Shakira!” By Liliana Gil, Managing Partner & Chief Cultural Offices, AG-XL Alliance.

Available at HispanicCMO.com

Some of today’s greatest success stories in branding blend ingredients from the three kinds of marketing media: paid, owned and earned. Paid media is advertising inserted next to another’s content; owned media is brand-created content; and earned media is getting someone else to provide content about a brand.

Available at HispanicCMO.com

Forty-one percent of Americans say they have purchased a product in the past year because it was associated with a social or environmental cause (41%), a two-fold increase since Cone first began measuring in 1993 (20%). But even as their purchasing power grows, consumer appetite for socially conscious shopping has yet to be satiated. A full 83 percent of consumers want more of the products, services and retailers they use to benefit causes, according to the new 2010 Cone Cause Evolution Study, the nation’s only 17-year benchmark of cause marketing attitudes and behaviors.

Dell announced that Karen Quintos, a marketing executive at Dell for more than 10 years, has been named senior vice president and Chief Marketing Officer, reporting to Michael Dell, chairman and CEO.

Available at HispanicCMO.com

No doubt you've heard, "It costs less to keep customer than it does to create a new one." Assuming this is true, it would seem logical that companies should spend more on acquisition than retention, which is exactly how the data play out.

In its most recent issue, COLLOQUY magazine, the voice of loyalty marketing since 1990, explores a U.S. population segment that arguably constitutes the greatest untapped opportunity for loyalty marketers: Emerging Hispanics. DOWNLOAD A COPY HERE.

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