When I walked away from the ANA multicultural conference on Wednesday I felt high. No, I wasn’t smoking anything. I was high on what several presenters called the “Kool-Aid” of the “total market.” By David R. Morse / New American Dimensions, LLC
There has been a pivot in the last five years to a new lexicon and strategy of integration in the world of Hispanic, and multicultural marketing. The rapid growth of Hispanic, Asian, African-American and other ethnic populations, and the trend towards ethnic “minority majorities” has moved multicultural marketing out of the silos and into the C-suites of many large companies. What was once a niche is now mainstream. By Jose Villa / SENSIS
We need to rethink the question of calculating ROI on digital and instead see digital as one of the components of a larger brand voice.
Rincon & Associates released a white paper entitled “New Test Reveals Your Latino IQ” – which presents some unexpected findings when comparing Latinos and non-Latinos on their knowledge of general characteristics about U.S. Latinos.
In the last decade, multicultural populations have grown to wield enormous power both on Wall Street and on Main Street. Not only are they influencing pop culture, entertainment and cuisine, but they are also driving significant changes in corporate board rooms and evolving the marketing industry. Today, marketing strategies are under great scrutiny in response to the explosive growth of multicultural populations. As many companies seek to reconcile and recalibrate efforts toward multiple market segments, questions arise with regards to the potential of defining and addressing a Total Market Strategy.
Nearly one-in-ten U.S. adults (8%) get news through Twitter, according to a new report by the Pew Research Center, in collaboration with the John S. and James L. Knight Foundation. Compared with the 30% of Americans who get news on Facebook, Twitter news consumers stand out as younger, more mobile and more educated.
Welcome to the 2013 ANA Multicultural Marketing & Diversity Conference entitled “Marketing to a Multicultural Nation” – a very appropriate title considering the latest reports on the continuing growth of multicultural groups in our country today. By Gilbert Davila / CEO of Davila Multicultural Insights & Chairman of ANA Multicultural Board
The South by Southwest (SXSW) Conferences & Festivals is internationally renowned to be a stage for innovation in the areas of film, music, interactive technology and more. SXSW is excited to announce its newest initiative, SXAméricas. SXAméricas is a programming track within SXSW that will bring together leaders and innovators from the U.S. and Latin America.
Lino Garcia, ESPN Deportes’ general manager, sat down with HispanicAd recently to talk about all things ESPN Deportes, the current state of Spanish-language cable and sports media.
Left unchecked, market forces continually conspire to deplete profits. Powerful business strategies can counteract those tendencies, but good strategy is difficult to formulate.
Grupo Gallegos announced it was recognized by the 2013 Jay Chiat Awards. The agency won a silver award for its “Bedtime Stories” campaign with the California Milk Processor Board, the state-market trade group that created the original “Got Milk?” campaign.
Create strategic marketing plans that result in more impactful business decisions with comprehensive 2014 U.S. demographic reports and maps. Updated reports include population statistics, demographic estimates and projections, and consumer profiles that let you analyze markets, select site locations and reach your customers more effectively.
When it comes to multicultural marketing, many organizations struggle to answer the question about whether multicultural marketing ROI is justifiable. But, think about it. Isn’t that like asking whether it makes sense to market to only some consumers who buy our products and services because we can’t figure out the value of marketing to all current or potential buyers? Does it really make sense to decide that marketing to a segment of our consumers is a discretionary investment? By Terry Soto, Author of Marketing to Hispanics A Strategic Approach to Assessing and Planning Your Initiative and President and CEO, About Marketing Solutions, Inc.
Are you Hispanic or Latino? It’s a question Hispanics and non-Hispanics alike have struggled with when deciding what to call the diverse community of 53 million Americans who trace their roots to Latin America or to Spain. Officially, both terms are used by the U.S. federal government to describe this population, and many organizations, including the Pew Research Center’s Hispanic Trends Project, use the terms interchangeably in publications.
Multicultural Health Marketing. The magazine features articles authored by the key thought-leaders in the multicultural health marketing sphere and focuses on best practices for reaching the key multicultural populations in America such as African Americans, Hispanics, and Asian Americans.
In our July 25th e-newsletter, we talked about how the lingering effects of the Great Recession have opened a new era in U.S. society we call Societal Reset, as consumers adjust their behaviors to meet more realistic economic expectations. One marker in many food categories is the growing appeal of Private Label brands (i.e., store brands) across several demographic segments.
Several Hispanic agencies have started seeking out General Market accounts because this is “the new mainstream” after all. And a few more General Market agencies have opened up multicultural divisions–or hired key Hispanic/AA/Asian executives and creative directors. The controversy, in essence, has died down and, in general, people accept that marketing to this new generation requires a brand new cultural model. by Ken Muench / The Collider Lab
The US automotive market is mature, which makes any demographic primed for growth an important component for volume brands. The US Hispanic automobile shopper is very much in play, considering more brands while outpacing the industry and other minority groups in terms of year-over-year sales volume growth, according to a new eMarketer report, “US Hispanics and Autos: The Next Generation of Growth.”
The North American retail landscape looks quite different today than it did even ten years ago. The way that consumers make purchasing decisions has dramatically altered: they stand in stores, using their smartphones to compare prices and product reviews; family and friends instantly weigh in on shopping decisions via social media; and when they’re ready to buy, an ever-growing list of online retailers deliver products directly to them, sometimes on the same day.
What generation comes after the Millennials, the massive generation that is now swamping the U.S. workplace with people born between 1980 to 2000? The Homeland Generation. Born after 9/11, the oldest members of this generation are now entering middle school.
