Do Marketers Rely on Instinct Over ROI?

Marketers are still struggling to measure return on investment (ROI), according to a November 2014 study by Webmarketing123, which found that 33% of US business-to-business (B2B) and business-to-consumer (B2C) marketing professionals still didn’t know which channel made the biggest impact on revenues.

Brand success in an era of Digital Darwinism [INSIGHT]

The Internet has become an indispensable tool for marketers, yet there are still gaps in understanding its role in shaping how consumers choose among brands. With the help of a powerful data set, we have been studying the relationship between the level of digitization across the consumer’s decision journey and the likelihood that a consumer will select a brand after considering and evaluating its qualities.

What’s the Future of Digital Radio Marketing?

Digital radio has evolved into a viable, robust digital channel that complements social media, video sites and other mainstream venues. Audio streaming services are aggressively growing their user bases, advertising revenues and integration with technology platforms ranging from game consoles and connected TVs to automobiles and wearables.

The New Multicultural Economy Boosts The U.S. Total Economy

In the 10 states that constitute half of the consumer Buying Power and the US GDP, Multicultural (M/C) segments are near HALF of the overall population, they generate over 90% of the population growth and almost 40% of the growth in Buying Power, that’s why we call them the ‘Top 10 Total Market (TM) States’. Over 75% of the U.S. newly employed & incremental personal income generated in the entire U.S. in 2014 was also generated by Multicultural; concentrated in White & Gray collar jobs.

Brand euthanasia. Part 1

By Gonzalo López Martí – LMMIAMI.COM

  • A brand is, broadly speaking, a two-pronged concept.
  • Intellectual property + reputation.
  • (The latter includes notions such as awareness, visibility, credibility, good will, trustworthiness &, duh, purchase intent).
  • The survival and profitability of a brand depends on its power to enforce intellectual property plus its ability to protect & expand reputation.
  • This week we will discuss intel prop.

Media Usage Does Not Always Mean Ad-Reach Opportunity [INSIGHT]

Judged by their actions and words, it seems many industry folks believe that “media usage” is directly linked with a corresponding opportunity to reach those people with ads. On the contrary: The two things are not the same, and believing it won’t make it so.

The Chase for ROI in Sports

We can’t fault you; we’ve all been trained to do it. In every business, large or small, we continue chasing it. When will we realize what we might be looking for, might not be there?

Alegria named CMO at Ello

Ello announced the hire of former MAMIVERSE CEO Rene Alegria, to spearhead all company marketing efforts as CMO.

Nearly All Millennials in Mexico Use Social Media, Instant Messaging

Millennials are indeed Mexico’s digital trendsetters. This vast group, which eMarketer defines as individuals born between 1981 and 2000, represented roughly one-third of the country’s population of 119.7 million in 2014, according to Consejo Nacional de Población (CONAPO).

Latina Bloggers Connect announces the #WeAllGrow Summit

#WeAllGrow Summit, aims to empower Latina bloggers and digital content creators by providing the tools they need to foster meaningful relationships with their followers and amplify their voice to truly become digital entrepreneurs.

Exploding Growth in Food: “Good for You with Tasty Ethnic Flavors”

Brands that innovate by combining “Better for You” alternatives combined with some ethnic flair tend to achieve 3 to 5 times faster buyer growth than the mere Total Market (TM)  0.3% average. In other words, Healthy-minded consumers want to join in on the fun, and innovative brands are helping them bake the cake and eat it too…literally! The three big high buyer growth, high wellness score winners for Total Market are:  Organic everything, Ready-to-serve dips, and Ethnic Ready to Eat. What this means is that growth will not come from just adding a jalapeño flavor to your product, but it MUST also be good for you (Organic Spicy Nachos Chips….please!).  Courtesy of Santiago Solutions Group.

Using Content Marketing to Connect with Latina Moms

With all the buzz surrounding Millennials, marketers should keep their eye on Latina moms. This influential demographic controls the majority of Hispanic purchasing power, is growing in numbers, and is looking for content that is tailored to them.  by Lee Vann / Captura Group

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