Last month, a debate broke out online between Jeffrey Bowman of Reframe: The Brand and the Association of Hispanic Advertising Agencies (AHAA) over the relevance of total market vs. multicultural marketing. by Jose Villa – Founder and President, Sensis
Effective marketers seek a balance between preferences in common across major segments and leveraging nuances that may increase segment relevancy and act as more direct triggers to purchase by connecting at a deeper emotional level with segments. The real question is whether homogeneous vs. targeted messages would attain the needed relevance level to cause additional prospects to purchase. Marketing to Millennials is no exception to this conundrum.
How long have we been saying this? You cannot blindly take a TV ad and shove it into Facebook newsfeeds or YouTube and expect it to prove effective. People consume these channels differently and respond differently to the content they see in them. Marketers have to work with people’s mindset not against it. by Nigel Hollis
For the most diverse generation in U.S. history, there’s no single American Dream. Ethnic and racial influences matter, in both expected and counterintuitive ways. When it comes to Black Millennials, counterintuitive is the name of the game. …
According to The Walls Street Journal, The recent split between Honda Motor Co.’s U.S. unit and its media agency serves as the latest example of a breakdown in trust between a client and its agency.
The study—titled “Empowering the Data-Driven Customer Strategy: Addressing Customer Engagement From the Foundation Up”—highlights the gaps between strategy and execution that continue to prevent marketers from creating seamless, real-time engagements with today’s connected customers.
Move over Millennials, it’s time to start discovering the next demographic headed our way: Generación Zeta. The topic of what drives Latino teens – one of the hottest demographics that brands need to gear up for – is the focus of a groundbreaking survey completed by Alma, which was presented this week at SXSW Interactive.
As social media marketers, it’s easy to get caught up in the fun, creative work of managing a great social media campaign. From tracking how your networks look to social media KPIs (key performance indicators) like engagement rates and follower counts, every section has its purpose. But something more critical to consider is how will your campaign impact the business? How do you determine a campaign’s real social media ROI? Let’s shed the vanity metrics and get down into the nitty-gritty of what really drives business growth.
The Association of Latino Professionals for America (ALPFA) announced on March 14th the 50 Most Powerful Latinas (MPL) in corporate America.
You’d have to be older than a Millennial to remember a time when corporate CEOs were heavily involved in marketing decisions, like increased spend on media, the development of new Big Idea ads, the launching of new consumer products (rather than the spitting out of line extensions) and the formulation of strategies designed to outsmart competitors. That was a time before “shareholder value” became the universal corporate objective — the value to be delivered to shareholders because of management’s ability to grow earnings, dividends and share price. By Michael Farmer / Madison Avenue Manslaughter Archives
To drive revenue growth in the digital age, new data shows that marketing leaders are upgrading data-collection technology, collaborating closely with IT, and focusing on test-and-learn agility. By Jason Heller and Kelsey Robinson
For those of you wondering what the first three Rs might be according to Mars’ Allison Miazga-Bedrick, they are reach, relevancy and reaction. But I am going to propose a slightly different list that includes receptivity and risk. by Nigel Hollis
Spending on marketing analytics—quantitative data about customer behavior and marketplace activities—is expected to leap from 4.6 percent to almost 22 percent of marketing budgets in the next three years, representing a 376 percent increase. At the same time, marketers say barely a third of available data are used to drive decision making in their companies.
The island of Puerto Rico as many of our readers know is a territory of the United States governed by United States Federal Law. It also considered a major US Hispanic Market, but since it resides on an island many place it under the international division. But it has turned into a petri dish for many of this century’s testing: birth control, mass sterilization, agent orange and more up to the ad industry’s test of transparency.
At Nielsen, we analyze the return on investment (ROI) across thousands of brands every year through our marketing mix models, and we’ve seen a wide variety of ROI results among Spanish TV advertising efforts. And the good news is that driving strong ROI from Spanish-language advertising is obtainable, and our research points to some key tips that can help advertisers achieve strong outcomes more consistently.
The insatiable demand for quality content requires organizations to move beyond traditional advertising and to harness their ability to produce truly authentic, credible and relevant content.
PwC released its 2017 Global Digital IQ® Survey, a comprehensive look at how companies around the world are striving to stave off disruption by elevating their digital acumen and capabilities.
Media is viewed as a complex headache by advertisers who are failing to provide leadership in this critical investment area, according to a new report from media change consultants ID Comms.
In the digital age, consumers are always shopping around. New research shows that hooking them early is the strongest path to growth. By David Court, Dave Elzinga, Bo Finneman, and Jesko Perrey
If one were to equate the difference between the 4As and the ANA — the two associations which govern the ad/media agency and brand marketer communities respectively — to the differences between the Confederacy and Union states, the case for, or against, transparency should become abundantly clear. By David Smith and Tim McHale
