For successful companies, brand purpose is vital for inspiring and driving the total brand experience, according to the joint Marketing2020 study by ANA (Association of National Advertisers) and EffectiveBrands. Marketing2020 examines today’s over-performing brands and their leaders, including 250 CMOs and more than 10,000 marketers across 92 countries.
In addition to generation and length of time in the US, many factors account for the differences in consumer behavior. Language and culture influence consumer behavior on the interpersonal and public level.
Meet Jorge. Born in Colombia, he visited the United States almost 25 years ago. Jorge did not come to chase the ‘American Dream.’ He did not come to raise a family. He did not come to find love. A self-confessed travieso, Spanish for troublemaker, Jorge felt he could use a hiatus from the temptations of his hometown Cartagena. He was in his early thirties and needed to grow up. Six months with his more mature younger sister he hoped would do the trick. Jorge never went back to Colombia. Without ever intending do so, he permanently left his home. Yet interesting enough, ‘home’ never left him.
You know you’re in “the Valley” when you start to see palm trees lining the roads and you get a whiff of carne asada on every street corner. It’s more than just a cluster of cities in Texas, it is a state of mind. As marketers, we want to try our best to reach consumers in the best possible ways. We want them to connect to our message, engage in our brand and ultimately buy our products. When we analyze Hispanic consumers in the US many of us break them down by generation, length of time in the US, education, basic demographics, but that is sometimes not enough. If we seriously want to understand consumers we must understand the places in which they live.
It’s no secret that Hispanic consumers are driving growth across a range of industries in the U.S., so it makes sense that many companies aren’t asking if this demographic is affecting the nation. Rather, they’re asking how they’re affecting it.
Marketers report strong doubts about their skills, effectiveness and ability to measure the impact of their campaigns according to research released from Adobe.
If you’ve been keeping an eye on the news lately you’ve seen Univision posted some pretty big numbers. “Univision’s average of 1.81 million viewers aged 18-to-49 so far in July tops Fox, NBC and CBS, who are all clustered just under 1.5 million, the Nielsen company said.”
Granted, there are far fewer options in Spanish TV than there are in English, so Univision’s numbers get a big boost from lesser fragmentation…but still, those are some pretty big numbers, especially in that young demo. If you’re a brand looking for customers, Univision’s audience is tough to ignore.
Almost all Hispanic advertising shares one thing – the Spanish language. Hispanic marketing is big business, involving organizations from all segments of society and our economy. Yet almost all Hispanic advertising involves Spanish in some way.
National activity and regional spot marketing, where dealers keep the overall brand in tune to the local nuances, drive Ford Motor Co.’s digital brand strategy for US Hispanics. David Rodriguez, multicultural marketing manager at the automaker, spoke with eMarketer’s Danielle Drolet about the demographic, its mobile-skewing behaviors and the state of Spanish-language search.
This year marked the 10th anniversary of Coca-Cola’s Summer Love Festival: three days of parties, games, spas and music for Israeli teens—all with unlimited access to Coca-Cola. Of course, not every teenager who’d like to go can attend, setting up those who are absent for a serious case of FOMO: the fear of missing out, and in this case, the uneasy feeling that your peers are having a better time than you are. So Coca-Cola created a solution for a few of those left out: Social Robots, which allowed teens to join the fun virtually.
With Apple claiming the top position this year, Google jumps to #2 and Coca-Cola, the brand that held the #1 position for 13 consecutive years, moves to #3.
Emilio Romano – President of Telemundo Media as resigned his position in the company.
Exec Explains Guiding Principles Behind Pantelion, Televisa USA Content
As CEO of Pantelion Films and managing director of Televisa USA, Paul Presburger’s perspectives of creative projects aimed at the Hispanic community are informed by two visions.
But Nets Should Plan Ahead
Major sporting, music or entertainment events can drive viewership and sponsorship revenue to Hispanic networks, but executives at a panel discussion at Wednesday’s Multichannel News/B&C Hispanic TV Summit said networks should plan well in advance to capitalize on tentpole events.
Execs Say Hispanic Nets Need to Break Free of Tier Restraints
Executives at several top Hispanic networks said pigeon-holing channels by placing them in tiers, at Wednesday’s Multichannel News/B&C Hispanic TV Summit.
Perspectives vary on best routes to audience
As the Hispanic TV audience keeps exploding, marketers face challenges in terms of effectively targeting their messages.
SPORTSMANIAS got in the business of creating a special niche demographic site and app that has captivated avid sports fans, including specific content for the Hispanic market.
American demand for cause is stronger than ever, especially among multicultural consumers. According to the 2013 Cone Communications Social Impact Study , Hispanics represent one of the most actively-engaged population segments to-date and exhibit stronger inclinations to purchase cause-related products as well as participate in corporate social responsibility (CSR) efforts:
Advertisers need to encompass Hispanic marketplace within their total approach, rather than break it off
As the U.S. Hispanic population continues to grow and their cultures meld with Americans, marketing to that population goes beyond what language they speak.
But Programmers Should Tap Viewer Needs Before Creating Shows
Online and mobile access to programming is even more important for Hispanic television networks, a panel of top media executives said at the Multichannel News/B&C Hispanic TV Summit here Wednesday.
