Search Trends in Multicultural Marketing [INSIGHT]
I have many times said that Google is probably the most useful company in the world. They are making information availability pervasive and usable. They have a service called Google Trends that traces, in relative terms, the prevalence of searches of specific terms and expressions in their search engine. They do not provide actual frequencies but percentages of a total represented by the tallest point in the distribution and that is equal to 100.
I thought it would be interesting to check and see how different searches in the United States reflect the sentiment of those who search for multicultural and related marketing topics. The first search I did was for the term “Multicultural Marketing.”By Felipe Korzenny, Ph.D.
Hispanic consumers are outpacing non-Hispanics in their adoption of mobile, social and online sources for local shopping, according to BIA/Kelsey’s Consumer Commerce Monitor study.
By Gonzalo López Martí @LopezMartiMiami
In a meeting held Saturday, February 22nd, at the Parade’s headquarters in the Bronx, the new Board of Directors crafted a new agenda that will re-focus the Parade and its related events on highlighting the rich vibrant Puerto Rican cultural heritage, and advancing positive imagery and empowerment for the community both in Puerto Rico and the United States. Their goal is to make the 2014 Parade for all people by embracing the great diversity of the Puerto Rican diaspora from across the country, as well as individuals of all cultural backgrounds.
Understanding online social behavior is vital for brands and advertisers that want to engage with their audience in meaningful ways. The Hispanic community is a highly social and influential audience with nuanced sharing behaviors across the web and on mobile devices. Because sharing is a direct measure of consumer interest and intent, we believe it’s vital for brands to understand how Hispanic consumers are using social channels and devices.
The Hispanic Community Health Study/Study of Latinos (HCHS/SOL), the research study of Hispanic/Latino health funded by the National Institutes of Health (NIH), has released initial findings that show significant variations in disease prevalence and health behaviors among groups with different backgrounds.
Teens may not have plans to ditch Facebook any time soon, but recent polling found that they’re spending more time with YouTube than the social network.
FOX Hispanic Media (FHM), the advertising sales arm of FOX’s wide ranging portfolio of Spanish-language brands, announced a four-city Upfront tour to interact directly with advertisers across the country. The road show will begin in April and present clients with the latest content offerings from MundoFox, FOX Deportes, Nat Geo Mundo and FOX Life.
It takes a lot to define a generation, and no two generations are alike. As much of the world is watching the young adults in the second-youngest generation develop and become full-fledged consumers, marketers are placing more and more emphasis on how to engage with them. Most are children of Baby Boomers, and all are eager to carve out a unique identity as they come of age.
The local commercial broadcast television and radio industry contributes $1.24 trillion of Gross Domestic Product (GDP) and 2.65 million jobs to the American economy annually, found a new study by Woods & Poole Economics with support from BIA/Kelsey. The analysis, which breaks down broadcasters’ influence on the economy of all 50 states and the District of Columbia, concluded that both television and local radio broadcasting’s economic impact will continue to grow in the coming years.
The majority of consumer packaged goods (CPG) companies are failing to place analytics at the heart of their decision-making process, limiting their ability to improve the customer experience and gain business advantage, a study by Accenture has found. Accenture’s analysis also suggests that in many cases the problem is compounded by fragmented investment in narrow programs that are not well coordinated and fully optimized.
The National Retail Federation released its 2014 economic forecast today, projecting retail industry sales (which exclude automobiles, gas stations, and restaurants) will increase 4.1 percent*, up from the preliminary 3.7 percent growth seen in 2013. NRF also announced today it expects online sales in 2014 to grow between 9 and 12 percent.
Analysis of recent ACA numbers in California revealed a surprising statistic: Hispanics and Millennials are signing up for the ACA Exchange at half the rate of Non-Hispanics. While initial assumptions pointed to the highly publicized challenges shared by most consumers during the initial enrollment period, deeper delving by Santiago Solutions Group (SSG) indicates that Hispanics and Millennials share a common problem which affected their low ACA enrollment levels: a Healthcare literacy gap. Growth leaders and insurers are turning their attention toward immediate action plans that can correct this common – and very fixable – problem. By Santiago Solutions Group
Patterns of global migration have shifted in recent decades and those changes, along with the ups-and-downs of the economy, have also resulted in changes in the flow of remittances —the money that many migrants send back to families in their countries of origin.
Shiv Singh’s role at Visa is twofold: to manage global brand strategy and positioning, but also to evolve the way Visa does marketing. Singh spoke with eMarketer’s Debra Aho Williamson about Visa’s attitude toward real-time marketing and how the company plans to measure the performance of real-time initiatives.
Conversations on Twitter create networks with identifiable contours as people reply to and mention one another in their tweets. These conversational structures differ, depending on the subject and the people driving the conversation. Six structures are regularly observed: divided, unified, fragmented, clustered, and inward and outward hub and spoke structures. These are created as individuals choose whom to reply to or mention in their Twitter messages and the structures tell a story about the nature of the conversation.
Hispanics & Multicultural non-Hispanic generated six in ten of all new grocery buyers between 2011 to 2013. Health-Natural stores buyers growth rate was led by Most Acculturated Hispanic segment. Hispanics led in Mass/Discount growth rate. On the other hand, Least Acculturated buyers declined sharply for Hispanic Grocery stores and C- stores. Millennials led in the growth rate of Low-Tier and in the decline of Mid-Tier.
Celebrities. They appear to be the focal point of every PR campaign these days, don’t they? Whether it’s to open a restaurant, get donations for a charity, sell a t-shirt or just to lend heat to a cool brand, we publicists tend to look to celebrities as a quick solution to every problem. (I’m distinguishing between an advertising campaign, in which a celebrity is paid big bucks to essentially “act” in a TV or print ad, and a PR campaign, in which a celebrity lends his or her personal credibility to support a cause or an event or a product.)
Marketers will dramatically increase their budgets for social media even as they have difficulty showing its effectiveness, a new survey shows.
