Challenges to growth are nothing new. But these challenges are now changing with shifts in culture. We have now entered a “post-ownership age”, with rapidly changing consumer behaviours and attitudes. Consumers’ perception of needs have transformed as the burden of ownership has developed in response to the recession. People see ownership as adding layers of responsibility and worry to their already busy lives.
The rapid growth in the US Hispanic population has made the demographic increasingly important to retailers. Carlos Garcia, senior vice president of multicultural at GfK Media, spoke with eMarketer’s Lisa Barron about the importance of getting the message right and understanding the culture well enough to do so. Carlos Garcia – Senior Vice President, Multicultural / GfK Media
The advertising business now changes about every 10-15 years. We’re at the tail end of the Media Era, about to enter the Technology Era, which will be unlike anything we’ve seen in the past.
Marketers in the TV entertainment industry used to dance to a nice, predictable cadence. Programming was synced with the school year and punctuated by regularly recurring ratings periods like the just-completed May Sweeps. Three major networks had a captive audience that obligingly showed up at appointed times and watched programs from end to end.
Consumers don’t want to spend time reading about a product; they want videos. And brands that cater to such demands stand to see higher sales and gain loyal customers, according to February 2015 research by Animoto.
NBC UNIVERSO announced the premiere of the fourth season of hit reality series “Larrymania” on Sun., June 14, at 9 p.m. ET/PT.
Four sports marketing executives and a broadcaster from the U.S. and South America were charged with racketeering, wire fraud and money laundering conspiracies along with nine leaders of Fédération Internationale de Football Association (FIFA), soccer’s governing body, in a 47-count indictment unsealed early this morning. Many of the defendants were rounded up in a luxury hotel in Zurich, Switzerland, where they were gathered for FIFA’s annual meeting.
Financial services companies in the United States have been lured by the promise of the growing Latino market. Many have tried to engage Hispanic consumers with different financial services offerings. Few have succeeded and it is likely that lack of historical and cultural knowledge have contributed to a patchy track record. By Felipe Korzenny, Ph.D.
The agency-client relationship is in good standing, but recent research finds that the number of those relationships is falling. For agencies to continue to attract clients, they’ll need to prove their ability to drive improvement so customers can get ahead of the competition.
The evolution of digital channels has spurred new innovations and disruption in the CPG marketplace. As a result, CPG companies now face the unprecedented challenge of acquiring, converting and retaining today’s digital consumer. Regardless of the digital channel, CPG companies must develop enduring relationships with consumers throughout the digital journey — from awareness to evaluation, through to purchase or conversion.
Now in its 15th year, the Multicultural Excellence Awards recognize outstanding multicultural advertising campaigns produced by marketers and their agencies. Winners will be announced at the 2015 ANA Multicultural Marketing & Diversity Conference presented by Time Inc., November 8-10 in Miami Beach, Florida.
This latest wave explores cultural influence on the food, beverage and alcohol buying habits of multicultural Millennials.The study has expanded beyond Hispanic Millennials to include both Asian and African-American Millennials, which combined make up nearly half of all Millennials in the U.S. today.
MDC Partners today announced the formation of Cultura United Agency, a cross-disciplinary marketing firm uniting specialized full-service advertising and public relations expertise with insights across Hispanic, African American and Asian audiences.
KFC has launched a new Hispanic marketing campaign that aligns with the timing of its exciting, new broad market initiative. The campaign, called “ para chuparse los dedos,” was created by the Louisville-based KFC Hispanic agency of record, Scoppechio, and announces the return of one of the most famous slogans in advertising history, “Finger Lickin’ Good™.”
Grupo Gallegos and the California Milk Processor Board (CMPB), creator of got milk? and toma leche, announced today the launch of the “Milk & Art Contest.”
Though the bulk of total US healthcare and pharmaceutical advertising investment still remains firmly rooted in TV and print, digital advertising is slowly but steadily becoming integral to the media mix and complementary to traditional media.
By Gonzalo López Martí – LMMIAMI.COM
ZGS Communications announced that Sandra Vera has been promoted to Vice President of National Sales. Vera has been a member of ZGS’ National Sales team since 2004, most recently as the Director of National Sales.
At a time of stagnating markets, technological disruption, and rapid changes in consumer behavior, where can big brands find growth? One popular path is through brand extension: stretching a brand into an adjacent market where its value proposition is still relevant to consumers. Classic cases include Colgate’s sideways move from toothpaste to toothbrushes, Nivea’s from body care to hair care, and Gillette’s from razor blades to shaving foam.
Millennial Hispanics rely intensely on digital & mobile through their Consideration & Evaluation Path-To-Purchase yet lag slightly vs. Total Market at the Moment of Truth …perhaps where POP displays and Loyalty may be trumping pre-store intent & store mobile coupons.
