Are You Still Arguing Over Muticultural ROI? Get Over It [INSIGHT]
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.
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.
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).
A new report, Hispanics Go to the Movies: Starring Mobile and Social found that Hispanics’ movie-going habits far exceed that of the general US population, however discovery and purchasing habits were not as technology-driven as expected, given recent Hispanic mobile usage statistics.
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.
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.
For ages, federal policy has encouraged advertisers to advertise by making it cost-effective, tax-wise. But now, some in Congress are reportedly thinking about reversing that longstanding tradition. by Francisco Montero / Fletcher, Heald & Hildreth, P.L.C.
The history of advertising has been one of delegation, trust and evaluation by intermediate metrics. In these areas, advertising’s past will not define its future.
The country’s most influential marketers spoke to more than 2,000 attendees at the sold out Masters of Marketing Conference of the ANA (Association of National Advertisers).
Marketers report strong doubts about their skills, effectiveness and ability to measure the impact of their campaigns according to research released from Adobe.
