Search Trends in Multicultural Marketing [INSIGHT]
I have many times said that Google is probably the most useful company in the world. They are making information availability pervasive and usable. They have a service called Google Trends that traces, in relative terms, the prevalence of searches of specific terms and expressions in their search engine. They do not provide actual frequencies but percentages of a total represented by the tallest point in the distribution and that is equal to 100.
I thought it would be interesting to check and see how different searches in the United States reflect the sentiment of those who search for multicultural and related marketing topics. The first search I did was for the term “Multicultural Marketing.”By Felipe Korzenny, Ph.D.
Understanding online social behavior is vital for brands and advertisers that want to engage with their audience in meaningful ways. The Hispanic community is a highly social and influential audience with nuanced sharing behaviors across the web and on mobile devices. Because sharing is a direct measure of consumer interest and intent, we believe it’s vital for brands to understand how Hispanic consumers are using social channels and devices.
The majority of consumer packaged goods (CPG) companies are failing to place analytics at the heart of their decision-making process, limiting their ability to improve the customer experience and gain business advantage, a study by Accenture has found. Accenture’s analysis also suggests that in many cases the problem is compounded by fragmented investment in narrow programs that are not well coordinated and fully optimized.
The National Retail Federation released its 2014 economic forecast today, projecting retail industry sales (which exclude automobiles, gas stations, and restaurants) will increase 4.1 percent*, up from the preliminary 3.7 percent growth seen in 2013. NRF also announced today it expects online sales in 2014 to grow between 9 and 12 percent.
Marketers will dramatically increase their budgets for social media even as they have difficulty showing its effectiveness, a new survey shows.
You gotta give it to Zuckerberg, despite all of the controversy, skepticism and challenges Facebook has gone through over the years, it remains the number 1 social networking destination in the world. While I do feel that Facebook has entirely changed the ways people socially communicate, it still has a ton of growth to go. With that said, Facebook is currently the number 1 destination for US Hispanics and I don’t see that changing any time soon… and neither are USH brands. By Lance Rios – Founder of BeingLatino.com
How happy will advertisers be after the Comcast-Time Warner merger is complete? Are better advertising-related products coming down the road? We can’t be sure.
Social commerce is a term used to describe marketing strategies that incorporate social media to facilitate online buying and selling of products and services. (Yahoo first used the term in 2005 in a launch of a new online shopping store). Spurred by the proliferation of electronic commerce, social commerce strategies are not just solely designed around click-to-buy action. Rather, these strategies provide a virtual way for companies to attract, engage and interact with consumers at all points in the consumer buying decision process. The advent of mobile technology has further encouraged social commerce, changing how users interact with and purchase from different companies.
The report examines a range of complex campaign considerations, including apps versus mobile-optimized websites, pre-roll versus banner ads, inline versus native players, operating system capabilities, third-party tags, and advanced interactive capabilities.
Disparity among Millennials Ages 25-32 By Education Level in Terms of Annual Earnings …For those who question the value of college in this era of soaring student debt and high unemployment, the attitudes and experiences of today’s young adults—members of the so-called Millennial generation—provide a compelling answer. On virtually every measure of economic well-being and career attainment—from personal earnings to job satisfaction to the share employed full time—young college graduates are outperforming their peers with less education. And when today’s young adults are compared with previous generations, the disparity in economic outcomes between college graduates and those with a high school diploma or less formal schooling has never been greater in the modern era.
As information thunders through the digital economy, it’s easy to miss valuable “weak signals” often hidden amid the noise. Arising primarily from social media, they represent snippets—not streams—of information and can help companies to figure out what customers want and to spot looming industry and market disruptions before competitors do. Sometimes, companies notice them during data-analytics number-crunching exercises.
This report, based on the Current Population Survey, provides a portrait of academic achievement by demographic characteristics, such as age, sex, average earnings, and Hispanic origin.
Círculo Creativo, in partnership with AHAA: The Voice of Hispanic Marketing, announces that call for entries for the Third Annual U.S.H. Idea Awards are now open through April 1st, 2014. The award, which recognizes the best creativity in U.S. Hispanic advertising, is adding new categories and embracing the broad spectrum of Hispanic marketing to include public relations; branded content and entertainment; and integrated campaigns. The Awards will take place in Miami, FL on Tuesday, April 29th, 2014, as part of the 2014 AHAA “Thinking Under the Influence” Conference.
Every once in a while, new terms and jargon come in and out of favor within the business community. Among the terms used by business executives targeting cultural segments include “multicultural,” “diversity,” and of course Hispanic, Latino, Black, African American, Asian, acculturation, etc. Lately, the terms “Total Market” and “New Mainstream” seem to have gained some level of acceptance. Terms such as these are intended to help communicate a concept that would require many more words to understand. Although non-controversial, the term “New Mainstream” may lack clarity among industry insiders and is perhaps foreign to those not in the multicultural space. On the other hand, “Total Market” seems to both lack clarity and revel in a fair amount of disagreement. By César M Melgoza, Founder & CEO – Geoscape
There’s been quite a bit of talk about the new total market strategy approach. The approach is not new; as ethnic marketers we have always told our clients that there is ONE brand, not different brands for each consumer segment. We just deliver different benefits based on insights about that brand and our segment consumer. But the essence of the brand remains as one – a total market delivery, executed differently based on target needs. By Enrique Turégano – alPunto Advertising
California’s demographers also project that in mid-2014, the state’s residents will be 38.8% white non-Hispanic, 13% Asian American or Pacific Islander, 5.8% black non-Hispanic, and less than 1% Native American. But the state’s demographics in 2014 are very different from what they had been. In 2000, California’s 33.9 million residents were 46.6% white non-Hispanic, 32.3% Latino, 11.1% Asian American or Pacific Islander, 6.4% black non-Hispanic and about 1% Native American. In 1990, white non-Hispanics made up more than half (57.4%) of the state’s then 29.7 million residents, while 25.4% of Californians were Latino, 9.2% were Asian American or Pacific Islander, 7.1% were black non-Hispanic and about 1% were Native American.
We all try to show mom we love her, but businesses have always paid careful attention to engage their mom clientele. Since moms differ from one another based on their lifestyles, we analyzed Working Moms—the 40 percent of women who have children under age 18 and hold full-time employment. How do you reach this affluent consumer group in their limited free time? By making their lives easier, anticipating their needs and interests. 
Since the dawn of modern advertising, marketers have been trying to figure out what works. After years of spreadsheet addiction, educated guesses and gut-based optimization, the advent of advanced analytics tools has provided marketing organizations with far better — and far more automated — decision-making and forecasting capabilities.
Branding has been around for hundreds of years. The word “brand” is derived from the branding or burning of a mark into the hide of cattle to differentiate one from another. Bass & Company claims to have the world’s first trademark with its red triangle logo. Wine jars found at Pompeii have indications of product branding on them. Branding creates differentiation. When done effectively it creates positive awareness and, ultimately, value.
In marketing we have sort of considered ourselves part of the start-up world, happily playing along while killing the print industry, radio, journalism — and, a little more reluctantly, television. We are hobnobbing, slightly star-struck, with Mark Zuckerberg, Marissa Mayer or Eric Schmidt, and pushing advertisers into any and all digital media.
