The vast majority of firms have a multicultural marketing function and recognize the importance of multicultural marketing to their business. However, executives aren’t satisfied with their multicultural marketing business performance. Executives feel that hiring Latino talent is difficult, and they are split on whether or not it takes a Latino to market to a Latino.

Thomas Friedman wrote in his modern classic “The World is Flat,” about how the Internet has paved the way for a fluid cultural exchange that defies borders. As a result, young people chat with friends from other parts of the world about common interests such as manga and parkour. Many would argue then that nationalities matter less today and that brands should downplay where they come from. Should brands then have a home country, and how should they behave when they travel?

By Roberto Ramos - President & CEO / partner - thevoxcollective

To view CLICK above on El Blog.

Last week, in "Why Web Sites And Online Marketing Suck," a conversation was started over the metrics that matter for social media. The more conversations I had about it this week, the more I felt I needed a sanity check. The myth is that the goal of all advertising is to sell product. The truth is that selling product is important, but at what price you can sell your product, and what people will do to get your product over a perfect substitute, is where the real money is.

It is interesting to study how people behave. In fact, that is what we do when we talk about planning in advertising - we study, plan, project and predict how consumers will respond to certain stimuli - the advertising message.

What is interesting is that major behavior patterns can be tracked back to observations of how animals behave - and yes, after all we ARE animals. I call this ZOO MARKETING.

While 46% of U.S. adults neither think nor act Green, the 2% of the population who are self-described Green Advocates are among the most tech-savvy consumers, according to Mediamark Research & Intelligence’s Survey of the American Consumer.

The rising importance of authenticity for brand marketers has been getting a lot of attention lately. Brian Morrissey of Adweek has been championing the cause, as have Jeff Jarvis of BuzzMachine and John Battelle of Federated Media. Simply put, many folks out there believe that marketers and pundits may be focusing too much on the Internet's impact as an advertising channel -- and not enough on how it changes the way that consumers know and interact with brands in their lives.

The 1960’s radical Abbie Hoffman would probably be horrified to learn that he was being invoked in a discussion about corporate marketing but he said something several years ago that still resonates for this marketer: “never impose your language on people you wish to reach.”

By Manny Gonzalez - abece

To view El Blog CLICK above.

A major CPG company recently shared some of their Hispanic research results at a large multicultural conference. One of the findings was that consumer communications should be inclusive of all Hispanics to reach all consumers regardless of language preferences, acculturation levels and generational variance. The findings are based on communication preferences and the importance of shared opinions for product selection within Hispanic families and groups. By Carlos Santiago. To read El BLog CLICK above.

Based on research released on May 21, “The PMA Survey on Managing and Measuring Shopper Marketing,” the PMA is providing manufacturers and retailers a prescription for successful shopper marketing practices: The PMA Seven-Point Shopper Marketing Manifesto.

Engagement is a story, not a metric

Yes. It's a mouthful. However, as hard as it may be to say five times fast, truly delivering on the concept of multi-platform media marketing ("MPMM") is even harder. At least since the early days of radio, when newspaper companies tried to leverage their local print franchises into local multi-platform media franchises -- or some might say, leverage their print monopolies into multi-platform monopolies -- folks have been thinking about how to make different forms of media work together to create more power. They have tried to make print and audio and video and outdoor add up to more than the sum of the parts in producing results for marketers and profits for media owners. Unfortunately, no one has ever really cracked the code on it, even today when you can complement the power of traditional media channels with direct consumer contact and interaction channels like postal mail, telephone and the ubiquitous Internet.

Experian Consumer Research celebrates the 5th year anniversary of the integration of the Simmons National Consumer Study (NCS) and National Hispanic Consumer Study (NHCS) to provide consumer marketing insights for Hispanic and General Market consumers in a unified database.

Integrated marketing communications (IMC) is now broadly embraced by marketers, according to a new survey of members of the ANA (Association of National Advertisers) fielded by CoActive Marketing Group. Results of the research indicate that 74 percent of marketers now employ IMC campaigns for most, if not all, of their brands.

The search-engine optimization (SEO) community has gone gaga over social media. The evidence is everywhere.

Making sure even small marketing budgets are not wasted.

Niche marketers may have a harder time targeting their audiences, but at least it doesn't cost as much as mass campaigns.

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