Marketing to the Multi-Platform Majority [REPORT]

In today’s world, the paradigm of multi-platform digital media consumption is breeding complexity, disrupting the established media infrastructure, and creating uncertainty about what tomorrow might bring. Yet with disruption comes opportunity.

Real Time Marketing is Bull [INSIGHT]

Earlier this year, I keynoted at the ANA’s Digital and Social Media Conference. My topic was why it’s time to stop talking about the next big thing (NBT) in digital. As if that wasn’t provocative enough, I participated in a Q&A where I was asked to comment on the growth of real-time marketing (RTM).

US Soccer Team helps our US Hispanic Advertising Industry in the 2014 World Cup.

The U.S. Men’s National Team shattered Panama’s hopes of a berth to the 2014 FIFA World Cup – and kept Mexico’s alive – with two stoppage-time goals to rally for a 3-2 victory at Estadio Rommel Fernandez.

For a few minutes, Mexico’s hopes of qualifying for the World Cup were on life support, only to be saved by Zusi’s equalizing strike. If the U.S. would have lost to Panama, Mexico, who lost to Costa Rica 2-1 this evening, would have finished in fifth place and missed out on their first World Cup since 1982. With the U.S. win in the final minutes, Mexico was assured a fourth place finish ahead of Panama. The USA’s rivals will now play the two-game Intercontinental Playoff against New Zealand on Nov. 15 and 19, with the aggregate winner advancing to the 2014 FIFA World Cup.

Omni-Channel Shopper [REPORT]

Entitled Reimagining Shopper Marketing: Building Brands through Omnichannel Experiences, the study is based on in-depth research with dozens of the world’s leading brands and explains how there has been a rapid shift from a traditional linear marketing model to a new omni-channel marketing model that has resulted in a number of CMOs reevaluating how they spend their promotional dollars.

Healthcare and Pharma Digital spend Rises, but Outlays stay Low

Advertising spending on paid digital media by the US healthcare and pharmaceutical industry will hit $1.18 billion in 2013 and rise to $1.47 billion by 2017. Though spending is growing quickly in some less-regulated sectors of the healthcare industry, continued privacy concerns, regulatory uncertainty around prescription medicines and patent expirations for blockbuster drugs will continue to put a damper on pharmaceutical-related investments.

The strategic yardstick you can’t afford to ignore [INSIGHT]

At first blush, “beating the market” might sound like an expression better suited to investing or financial management than to business strategy. When you think about it, though, overcoming the profit-depleting effects of market forces is the essence of good strategy—what separates winners from losers, headline makers from also-rans. A focus on the presence, absence, or possibility of market-beating value creation should therefore help transform any discussion of strategy from something vague and conceptual into something specific and concrete.

Total Brand Experience inspired by Brand Purpose key to Marketing Success

For successful companies, brand purpose is vital for inspiring and driving the total brand experience, according to the joint Marketing2020 study by ANA (Association of National Advertisers) and EffectiveBrands. Marketing2020 examines today’s over-performing brands and their leaders, including 250 CMOs and more than 10,000 marketers across 92 countries.

Hispanic Hearts Beat in Spanish, Minds Tick in English [INSIGHT]

If you’ve been keeping an eye on the news lately you’ve seen Univision posted some pretty big numbers. “Univision’s average of 1.81 million viewers aged 18-to-49 so far in July tops Fox, NBC and CBS, who are all clustered just under 1.5 million, the Nielsen company said.”

Granted, there are far fewer options in Spanish TV than there are in English, so Univision’s numbers get a big boost from lesser fragmentation…but still, those are some pretty big numbers, especially in that young demo. If you’re a brand looking for customers, Univision’s audience is tough to ignore.

English-only Hispanic Advertising [INSIGHT]

Almost all Hispanic advertising shares one thing – the Spanish language. Hispanic marketing is big business, involving organizations from all segments of society and our economy. Yet almost all Hispanic advertising involves Spanish in some way.

Ford Zones in on Mobile Video for Hispanic Car Buyers [INSIGHT]

National activity and regional spot marketing, where dealers keep the overall brand in tune to the local nuances, drive Ford Motor Co.’s digital brand strategy for US Hispanics. David Rodriguez, multicultural marketing manager at the automaker, spoke with eMarketer’s Danielle Drolet about the demographic, its mobile-skewing behaviors and the state of Spanish-language search.

Best Global Brands Report

With Apple claiming the top position this year, Google jumps to #2 and Coca-Cola, the brand that held the #1 position for 13 consecutive years, moves to #3.

Hispanic TV Summit: Big Events Drive Viewers, Sponsorship Revenue

But Nets Should Plan Ahead

Major sporting, music or entertainment events can drive viewership and sponsorship revenue to Hispanic networks, but executives at a panel discussion at Wednesday’s Multichannel News/B&C Hispanic TV Summit said networks should plan well in advance to capitalize on tentpole events.

Hispanic TV Summit: To Tier or Not To Tier?

Execs Say Hispanic Nets Need to Break Free of Tier Restraints

Executives at several top Hispanic networks said pigeon-holing channels by placing them in tiers, at Wednesday’s Multichannel News/B&C Hispanic TV Summit.

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