It’s not about a “total market” strategy. It’s about a total market competent organization [INSIGHT]
Much talk has surfaced lately about the whether it makes sense to have a total market strategy. Some contend that the intent of a “total market” strategy—to recognize all potential consumers’ needs, culture and behavioral characteristics within a company’s marketing strategy—is too often misunderstood or not understood at all. This assertion has resulted in approaches that homogenize how organizations communicate with consumers, and it underemphasizes and even ignores cultural nuances that work to powerfully connect consumers and brands. Terry J. Soto, Author and President & CEO, About Marketing Solutions, Inc.
That’s underscored by a new major poll of nearly 1,500 Latino Americans by NPR, the Robert Wood Johnson Foundation and the Harvard School of Public Health. The poll, like our previous , covered several aspects of people’s lives — religious beliefs, personal finances, health status, education and more. It featured enough respondents that we could break them out into a few key groups by ethnic ancestry: Cubans, Dominicans, South Americans, Central Americans, Puerto Ricans and Mexicans. We were also able to contrast responses from folks who were immigrants with those who were born in the United States.
But it turns out my penchant for English isn’t unique for a mainland Puerto Rican, according to a survey of American Latinos by NPR, the Robert Wood Johnson Foundation and the Harvard School of Public Health. Given a choice between answering a gamut of questions about their lives in Spanish or in English, 78 percent of the Puerto Rican respondents chose English, significantly more than any other Latino group. According to the poll, only 20 percent of Puerto Ricans speak Spanish at home, less than half the percentage for respondents overall. (The poll didn’t include respondents in Puerto Rico, only Puerto Rican respondents living on the U.S. mainland.)
Since arriving here, as a community, they’ve prospered. Surveys show they graduate from college at greater rates and have higher levels of homeownership than most other Latino groups.
This Miami-based PR agency will focus on raising Pulpo Media’s overall corporate brand presence in the United States as well as increase awareness of its leading technology and marketing solutions leveraged by its expansive blue-chip customer base.
Univision Communications Inc. announced that it will hold its annual Upfront presentation for advertisers in New York City at 11:00 am on Tuesday, May 13, 2014 at the Al Hirschfeld Theatre.
Fox International Channels (FIC) and the RCN Television Group (RCN) have announced the appointment of Ibra Morales as President of MundoFox, effective today.
Cohn & Wolfe announced it has been named Hispanic PR agency of record for automotive manufacturer Nissan North America following a competitive bid process. The agency will help advance consumer awareness and preference for the Nissan brand across the United States.
Focusing on African Americans and Hispanics, the report takes an in-depth look at the mobile advertising ecosystem, including data related to mobile advertising trends, habits, spending power and more. It shows the importance of multicultural marketing for mobile advertisers, with African Americans and Hispanics showing tremendous growth in population and spending power. The report also emphasizes the significance of accounting for these cultural groups’ unique attitudes and beliefs when implementing mobile video and rich media campaigns.
For decades, Hollywood movies dominated our lives. The movies were our weekend past-time, the place of our first date, and our retreat during the hot summer months. Today, if you asked the average American when the last time they went to the movies, they would likely have to think really hard. Hollywood has failed to keep moviegoers engaged, and it needs to ask itself why ticket sales have dropped over 18% since 2002 (Nash Information Services, 2013). The details can be debated – but, ultimately, it comes down to technology, easy access to content (free, paid and pirated downloads and streaming), comfort and cost.
Content marketers are looking to shift efforts to include more curation, research suggests, but every step along the journey is a struggle.
Consumers are becoming increasingly detached from brands and technology is complicating things, reveals a new report from Culture Vulture, Mindshare’s cultural trends program.
As the influence of the Hispanic demographic impacts pop culture, purchasing behavior and technology adoption, the marketing industry is evolving with brands shifting their strategies to develop innovative and creative initiatives catering to a core audience of multicultural consumers. AHAA: The Voice of Hispanic Marketing is leading the charge in bringing together some of the most powerful Chief Marketing Officers for its annual conference, taking place at the Eden Roc Renaissance Hotel in Miami from April 28-30, with a theme of “Thinking Under the Influence: The Next Five Years.”
The Hispanic American Financial Experience, a new study released by Prudential Financial, found that the Hispanic American community is moderately confident in their future outlook for household finances, the local and national economy, and the attention paid to their needs by the financial industry and government. In addition, the Hispanic American community places a priority on funding near-term goals such as supporting their multigenerational families. These factors, according to the study respondents, make it difficult for the Hispanic American community to prepare for long-term financial security.
For Hispanics, it appears that the definition of The American Dream is based on achieving financial security, so their families can get ahead – with a specific focus on paying off mortgages, getting out of credit card debt, paying for their children’s college educations and financially preparing for retirement. Although Hispanics are experiencing a cautious increase in optimism about the economy, when it comes to financial planning, their intentions and desires aren’t closely aligned with their actions. These are among the key findings of Massachusetts Mutual life Insurance Company’s (MassMutual) third biennial “State of the American Family Study,” which offers a broad snapshot of Americans’ financial views.
As 2014 approaches the end of its first month, many Americans are still sorting out their financial plans for the near future. With the government actually open for business – an improvement over last October – it should be a foregone conclusion that Americans may be facing the future with a bit more spring in their spending plans than in September of 2013, when the much-discussed federal shutdown was looming. But what about year over year? Are Americans loosening their purse strings or doubling down on pinching pennies?
An ongoing shopper behavior study conducted by The Integer Group and M/A/R/C Research shows that out of the 78 percent of shoppers who fill prescriptions at a retail pharmacy, 23 percent choose CVS and 19 percent choose Walgreens. Only 7 percent choose mail order to fill prescriptions, which is higher than Target, Costco or Sam’s Club pharmacies.
There’s no shortage of people tweeting about live TV these days—it’s a digital phenomenon and picking up speed. In 2013 alone, 36 million people sent 990 Million Tweets about TV, according to Nielsen SocialGuide. Until now, however, we haven’t known how many people tweet about TV and brands—critical information for advertisers who want to leverage the momentum of Twitter TV activity to amplify brand messages.
In last week’s blog post, we focused on how US-born Hispanics are driving population growth. This week, we’re going to give some more detail on what their lives look like – and it’s quite different from the Hispanics 18-34 of ten years ago. Not only have those born in the US surpassed immigrants as the dominant group within the Latino young adult demo, the formerly ascendant economy has taken a hit. Because of the tight job market, Hispanic Millennials’ lives have taken some unexpected turns.
Conventional wisdom says that Millennials (18-32 year olds) and Boomers (49-67 year olds) are more different than alike. But when it comes to shopping, exactly how wide is the generation gap? A new study of Millennial and Boomer purchasing trends conducted by Radius Global Market Research (Radius GMR) shows that while there are certainly differences, there are also some significant similarities between the two groups.
