It’s not about a “total market” strategy. It’s about a total market competent organization [INSIGHT]
Much talk has surfaced lately about the whether it makes sense to have a total market strategy. Some contend that the intent of a “total market” strategy—to recognize all potential consumers’ needs, culture and behavioral characteristics within a company’s marketing strategy—is too often misunderstood or not understood at all. This assertion has resulted in approaches that homogenize how organizations communicate with consumers, and it underemphasizes and even ignores cultural nuances that work to powerfully connect consumers and brands. Terry J. Soto, Author and President & CEO, About Marketing Solutions, Inc.
That’s underscored by a new major poll of nearly 1,500 Latino Americans by NPR, the Robert Wood Johnson Foundation and the Harvard School of Public Health. The poll, like our previous , covered several aspects of people’s lives — religious beliefs, personal finances, health status, education and more. It featured enough respondents that we could break them out into a few key groups by ethnic ancestry: Cubans, Dominicans, South Americans, Central Americans, Puerto Ricans and Mexicans. We were also able to contrast responses from folks who were immigrants with those who were born in the United States.
But it turns out my penchant for English isn’t unique for a mainland Puerto Rican, according to a survey of American Latinos by NPR, the Robert Wood Johnson Foundation and the Harvard School of Public Health. Given a choice between answering a gamut of questions about their lives in Spanish or in English, 78 percent of the Puerto Rican respondents chose English, significantly more than any other Latino group. According to the poll, only 20 percent of Puerto Ricans speak Spanish at home, less than half the percentage for respondents overall. (The poll didn’t include respondents in Puerto Rico, only Puerto Rican respondents living on the U.S. mainland.)
Since arriving here, as a community, they’ve prospered. Surveys show they graduate from college at greater rates and have higher levels of homeownership than most other Latino groups.
Content marketers are looking to shift efforts to include more curation, research suggests, but every step along the journey is a struggle.
Consumers are becoming increasingly detached from brands and technology is complicating things, reveals a new report from Culture Vulture, Mindshare’s cultural trends program.
As the influence of the Hispanic demographic impacts pop culture, purchasing behavior and technology adoption, the marketing industry is evolving with brands shifting their strategies to develop innovative and creative initiatives catering to a core audience of multicultural consumers. AHAA: The Voice of Hispanic Marketing is leading the charge in bringing together some of the most powerful Chief Marketing Officers for its annual conference, taking place at the Eden Roc Renaissance Hotel in Miami from April 28-30, with a theme of “Thinking Under the Influence: The Next Five Years.”
The Hispanic American Financial Experience, a new study released by Prudential Financial, found that the Hispanic American community is moderately confident in their future outlook for household finances, the local and national economy, and the attention paid to their needs by the financial industry and government. In addition, the Hispanic American community places a priority on funding near-term goals such as supporting their multigenerational families. These factors, according to the study respondents, make it difficult for the Hispanic American community to prepare for long-term financial security.
Advertising is a driving force in the U.S. economy, serving as a generator of job creation and sales, according to a new study commissioned by the Association of National Advertisers (ANA) and The Advertising Coalition, which represents advertisers, advertising agencies, and media companies.
Thirty-four million Americans are planning to purchase a vehicle in the next six months and a new report, “Digital Influence on Auto Intenders,” from Interactive Advertising Bureau (IAB) and Prosper Insights finds that these consumers are almost twice as likely to be swayed by auto-focused digital marketing than the general population (21% vs. 12%). Moreover, automotive shoppers are 71 percent more likely to be influenced by digital advertising across multiple retail categories than the average consumer.
Everywhere consumers go, they are being bombarded by messages that tell them that brand A is ever so slightly healthier than brand B. Consumers are noticing, and more purchasing decisions are being made on the basis of health and wellness. The 2013 Food & Health Survey: Consumer Attitudes toward Food Safety, Nutrition, and Health, commissioned by the International Food Information Council Foundation, found that for 64% of consumers, “healthfulness” is considered to be the most important factor driving foods and beverages purchase decisions, up 6 points since 2006 when 58% considered healthfulness the most important purchase driver and trumped only by taste and price.
The need to differentiate from the competition is as great as it has ever been. While global consumer confidence was flat in third-quarter 2013 from the previous quarter, confidence was on the rise in over half of the countries Nielsen surveys, including the U.S. Still, many shoppers remain focused on value for their money. At the same time, e-commerce has attracted a growing number of users. Innovation, however, can give retailers the all-important edge.
Meredith Hispanic Media (MHM), publisher of Siempre Mujer and Ser Padres magazines, released findings from its Auto Trends Report detailing the car-buying habits and attitudes of the modern Latina.
Shopping for healthcare has become a frightening experience for 2 million exchange eligible consumers. Although enhancements were made to federal and state exchanges call centers and online platforms, the experience they offered was far from “best-in-class”. This was especially so for Hispanic and Millennial (ages 18-34) eligibles, who are facing a range of enrollment obstacles that go beyond the now infamous Obamacare site glitches. The lack of truly culturally competent channels for segments with limited healthcare literacy, and the lack of clear explanation of benefits for eligible, have drastically impacted the proportion of Millennials and Hispanics enrolled in ACA exchanges by the deadline for 1/1/14 coverage.
The study, which surveyed thousands of audio listeners who use one or more of the following audio sources – personal music collections (CDs, iTunes downloads), broadcast radio, streaming AM/FM radio, custom online playlists, satellite radio, online music videos and digital music channels on TV – shows that consumers recognize unique and important benefits for each audio platform, and will choose each based on the time of day and situational needs.
On Dec. 5, 2013, Mark Bradbury wrote Still Relevant: Top 5 Predictions For 2014 in this space. His points were well made. However, you won’t find the driver of improved sales to Baby Boomers (born before 1964) in a company’s planning department, or marketing/advertisement departments.
The new model of contextual marketing depends on accessibility and anticipation. Accessibility refers to the technology our customers use to engage with brands (apps, mobile sites, campaign microsites, etc.) and our permission to engage back (subscribes, likes, follows, etc.). It is anticipation, though, that separates the wildly successful marketing campaigns from the mediocre. Anticipating the customer need indicated by a specific social status update, a local cold snap or use of an app at a certain time and place gives you, the marketer, the opportunity to wow consumers through brilliant contextual marketing. Seems great in theory, but can brilliant contextual marketing be achieved at scale? You bet it can.
Influencer marketing is often defined as reaching out to popular bloggers and YouTube celebrities, vying for shout-outs in their latest posts. If this describes your influencer strategy, then you are missing out. Just as digital media doesn’t apply to banner ads alone, influencer marketing is not confined to a one-size-fits-all approach.
is is Ad Age’s 2014 Marketing Fact Pack, our annual guide to marketers, media and agencies. We’ll show you the biggest players, who’s rising and who’s falling, drawing on the Ad Age DataCenter’s rankings and analysis from the past year.
The National Center for Families Learning (NCFL) and the Center on Media and Human Development at Northwestern University release brand new data related
