Business

As many of you know, we have given considerable coverage to the issue of Total Market through our platform HispanicAd.com and our new platform Hispanic CMO.   We have let the voices of our industry, including those of decent; enjoy a platform for their views.  We have attended or worked closely with organizations and conference that have made an attempt at defining and understanding the need for a term like Total Market.  The more I read, listen and think, the more I am against the term Total Market.  By Gene Bryan / HispanicAd.com/HispanicCMO.com

The number of internet users worldwide will surpass 3 billion in 2015, according to new figures from eMarketer, increasing 6.2% next year to reach 42.4% of the entire world’s population.

“It was the best of times, it was the worst of times” — for salespeople.  I should actually rephrase that to “they were the best of tactics, they were the worst of tactics,” because there are some pretty poor tactics employed by salespeople these days, which is funny given all the tools and insights available to them.  

Every digital marketer knows there’s a wealth of data out there to make their efforts—potentially—more effective. Likewise, every digital marketer knows there are approximately a million and one tools that promise to take that data and turn it into proven ROI. But what kinds of technology actually help?

‘Tis the season to be shopping! With the holidays quickly approaching and Black Friday, Cyber Monday, and other retail-centric extravaganzas on the horizon, many people are beginning to plan their shopping sprees. And on how many lists will toys appear this year? Just over half of all Americans (51%) plan to purchase toys as gifts this year, nearly consistent with last year’s intent (50%). Not surprisingly, parents of a child under the age of 18 are twice as likely to purchase toys as those without children under the age of 18 (82% vs. 41%, respectively).

As I reflect on this year’s Association of National Advertisers (ANA) Multicultural Marketing conference, we have come a long ways over the last 30 years, while our industry continues its struggle to sort out the optimal way to go to market in an increasingly diverse nation. First, I want to congratulate the ANA and specifically Gilbert Davila for keeping the subject of race and diversity in the forefront of how we go to market in the 21st century; because, America has never been comfortable in discussing race and ethnicity. In fact, the election of an African American to President of the United States has moved our discussion forward in so many ways.  By Ernest Bromley is Chairman/CEO of Bromley Communications, LLC.

Experian Marketing Services published a new research report today that reveals the key marketing strategies, tactics and trends that will define the 2014 holiday season.

If you haven’t gotten on the programmatic advertising bandwagon already, you may be getting left in the dust.

Hernán Menéndez, founder & principal of The Cut Club!*, is one of the busiest and most experienced editors working in the US Hispanic ad industry today. He has 20+ years of experience “cutting commercials” (as we like to say in our racket) under his belt. He has his points of view too.   By Gonzalo López Martí – LMMiami.com

HispanicAd.com is proud to announce the publication of our Thought Leadership platform, Hispanic CMO.  

Publication available for download for FREE click on image.

Javier Garcia will join Comcast Cable as Vice President and General Manager, Multicultural Services. Garcia will report to Marcien Jenckes, Executive Vice President of Consumer Services for Comcast Cable and be responsible for directing, designing and implementing Comcast’s multicultural services strategy across all Xfinity products.

Wouldn’t it be great if brand equity could be measured daily, like the Dow Jones Industrial Average, instead of on a quarterly, or bi-annual basis?

Mari Tato is currently executive producer at Miami-based In&Out Productions*, one of the leading film production houses catering to the US Hispanic market today.  By Gonzalo López Martí – LMMiami.com

Univision Communications Inc. has announced plans to open two retail and specialty stores in early 2015 in the newly-redesigned Terminal 2 of the Los Angeles International Airport (LAX).

The problem with brand value is really simple: no one agrees on it.  By Randall Beard, Global Head, Advertiser Solutions – Nielsen

The Federal Trade Commission has charged Gerber Products Co., also doing business as Nestlé Nutrition, with deceptively advertising that feeding its Good Start Gentle formula to infants with a family history of allergies prevents or reduces the risk that they will develop allergies.

Time-based metrics are getting everyone’s attention at the moment because buying proxies of time are much better than buying clicks. Brands are fighting for a slice of a consumer’s life, and time is the best measurement to understand if advertisers’ efforts are successful.

Optimism about the economy is kindling holiday cheer as shoppers plan to spend more this year and tech-savvy shoppers have even higher spending expectations, according to Deloitte’s 29th annual holiday survey.

The Federal Trade Commission filed a federal court complaint against AT&T Mobility, LLC, charging that the company has misled millions of its smartphone customers by charging them for “unlimited” data plans while reducing their data speeds, in some cases by nearly 90 percent.

I know there are books written on the definition of strategy, but I tend to think most books are too long (even my own book).  Simply put, strategy is a plan, which enables you to be proactive.  Strategy ensures you’re not forced to react to everything thrown in your direction at the same level of intensity.  Strategy creates priorities, gives you an end goal to shoot at, and a means of achieving those goals.