Digital Roadblock: Marketers Struggle to Reinvent Themselves [INSIGHT & REPORT]
Underscoring the rapid transformation of the marketing profession, 64% of marketers expect their role to change in the next year and 81% believe their role will change in the next three years. But the path to reinvention remains a challenge. Respondents cited lack of training in new marketing skills (30%) and organizational inability to adapt (30%) among the top obstacles to becoming the marketers they aspire to be.
Marketing mix modeling has never been more valuable to chief marketing officers—and the need for effective models never greater—than today. Constant budget pressures and an exploding array of consumer touch points from the digital world have dramatically increased the difficulty and the competitive value of fine-tuning one’s marketing spend.
Some information I recently read in a very interesting article by Colin Ho made me take a new look at what we call “barriers” in connecting brands with consumers. The article included information on how consumers tend to gravitate towards negative information in a stronger way than to positive. It explains that we are hardwired to pay attention to negative information and less so to positive information. By: Enrique R. Turégano – alPunto Advertising Inc.
Consumer viewing of TV programming and movies over the Internet is growing, according to a new survey released today by Accenture. The demand for more devices and more online content, as well as consumers’ willingness to pay for better access to content, is reshaping the media and entertainment landscape.
The report provides a year in review of the major shifts in digital consumer behavior that occurred in various online sectors, including mobile, social media, video, advertising, search and e-commerce. Furthermore, it examines what insights can be gathered from these trends and what that means looking forward to the year ahead.
Latina Mom Bloggers and The Center for Hispanic Marketing Communication at Florida State University (The Center) released the results of a national survey on blogger trends among Latinos. The findings identify attitudes toward blogging as a business and opportunities currently influencing blogging as a profession among Latina bloggers. 
Culture in an ad agency is unique to the place and the personalities of the people running the shop. There is the outward agency persona, and then there is the inward true culture of the agency that we all work within.
Changing media practices and technologies are driving marketers’ concerns around media buying effectiveness and media agency transparency according to Transparency, Machines, and Metrics; An ANA/Forrester Survey of the Evolution of the Media Buying Industry.
Building self-understanding and then translating it into an organizational context is easier said than done, and getting started is often the hardest part. We hope this article helps leaders who are ready to try and will intrigue those curious to learn more.
Based on data received from 59 markets across Americas, Asia Pacific and EMEA, Carat’s latest global advertising expenditure forecast show global advertising revenues accelerating by +4.8% in 2014 to US$551 billion[i]. This is an upward revision on the +4.5% forecast in the previous Carat Advertising Spend report issued in September 2013 and a notable increase in pace on the actual +3.3% growth in 2013. Carat predicts that global advertising expenditure in 2015 will continue on an upward trend, with +5.0% year-on-year growth.
Nielsen Catalina Solutions (NCS) has teamed with Nielsen Audio to pioneer the first single-source measurement tool built for the radio industry. Clear Channel Media and Entertainment (Clear Channel) first piloted this innovative measurement approach in 2013 and is one of the radio networks included in this study.
Digital omnivores – those consumers who own a trio of tablets, smartphones and laptops – continue to grow, driven by the proliferation of new platforms and increased device adoption. Deloitte’s eighth edition of the “Digital Democracy Survey” (formerly the “State of the Media Democracy” survey) reveals that over one third (37 percent) of U.S. consumers are now digital omnivores, a 42 percent growth over the previous year. This growth is primarily driven by continued tablet adoption (33 percent increase) and, to a lesser extent, smartphone ownership (18 percent increase). Moreover, women, who made up over one-third (35 percent) of omnivores two years ago, now account for 45 percent of this group.
Despite a successful IPO, brands using Twitter to boost marketing efforts are still uncertain as to Twitter’s true value. According to a recent survey conducted by Social Media Marketing University, 45.1% of brands reported that ‘measuring ROI and results’ is their greatest challenge when using the platform for marketing, followed by ‘building an audience’ (42.1 percent) and ‘engagement’ (36.8 percent).
AHAA: The Voice of Hispanic Marketing announced a jaw-dropping addition to its already stellar 2014 conference lineup: Rupert Murdoch, Chairman and CEO of 21st Century Fox, the world’s premier portfolio of cable, broadcast, film, pay TV and satellite assets spanning six continents across the globe, and Executive Chairman of News Corp, the largest news and information services provider in the English-speaking world. During the opening session of the conference (Monday, April 28 at 1pm ET), Mr. Murdoch will share his insights on the changing landscape of news media in the next five years and the significant business opportunity in the Hispanic market.
When asked last month to serve as Chair of the National Puerto Rican Day Parade in New York City, I thought, “Hell no, that is not what I do. I work to build and empower!” As the words went from brain to mouth, I was reminded of the importance of this institution and what it represents for millions of Puerto Ricans and our Diaspora. by Lorraine Cortés Vázquez
The Census Bureau has embarked on a years-long research project intended to improve the accuracy and reliability of its race and ethnicity data. A problem is that a growing percentage of Americans don’t select a race category provided on the form: As many as 6.2% of census respondents selected only “some other race” in the 2010 census, the vast majority of whom were Hispanic.
In recent months, books and research are being released focusing on a “new” trend in “collaborative buying” and “sharing shopping.” While it may be newly noted for Millennials, it is an established pillar of the collective-oriented Hispanic culture based on their familial structure which has migrated to their vast social network communities. By Santiago Solution Group 
TV is dead. Or is it? That’s what some people might expect to hear from the tech glitterati that has been descending on Austin, TX for South by Southwest (SXSW) these past few days. by Kevin Conroy / Univision Insights
This report is the latest research report in a sustained effort throughout 2014 by the Pew Research Center to mark the 25th anniversary of the creation of the World Wide Web by Sir Tim Berners-Lee. He wrote a paper on March 12, 1989 proposing an “information management” system that became the conceptual and architectural structure for the Web. He eventually released the code for his system — for free — to the world on Christmas Day in 1990. It became a milestone in easing the way for ordinary people to access documents and interact over the Internet — a system that linked computers and that had been around for years.
Influencer marketing, considered by some to be a buzzword, is proving to be a beneficial relationship for both the marketers doing it and the influencers who participate, according to a January 2014 study by Augure—which defined an influencer as someone who is able to mobilize opinions, creates reactions when talking about a specific topic, has a large audience or base of followers and has a high degree of participation in a conversation on a given subject.
