Marketing

It used to be that a bunch of analysis went into understanding the target audience, developing a media mix and selecting the publishers who would be considered and ultimately recommended for your media buys.  Then you gathered the available data and determined efficiencies and audience reach as a result of your campaign.  

According to the report, while the face values of print coupons distributed through Free Standing Inserts, SmartSource Coupon Machines and Consumer Magazines was higher than that of digital coupons distributed through Network and Retailer websites, the gap is narrowing.

Big Data analytics tantalize with the promise of nearly automated customer experience programs. Just tune the latest analytics software to your customer interactions and to social media sites, the pitch goes, and you can track and analyze how customers behave, as well as what they think about their experience with your company’s product or service.

Biopharmaceutical manufacturers have been reliant on the in-person sales rep model for so long, with just tentative experimentation with multichannel marketing over the years.  So what is making the tide turn in favor of multichannel marketing?

A new Quant-Qual study by Santiago Solutions Group titled “Gen Z: Hispanics vs. White Non-Hispanics on Aspirations, Stress, Family and the Influence of Culture”, revealed that the most substantial difference between Hispanic Gen Z and White Non-Hispanic (WNH) Gen Z was the manifestation and importance of culture (or lack thereof) in Gen Zers’ lives.

The media business, in the face of competition from Facebook and Google, is fighting for attention, eyeballs and advertising dollars.  And the challenges facing media sellers are becoming increasingly more complex, as our focus shifts from targeting audience “segments” to reaching individuals.  How can marketers and media brands continue to serve and succeed?

Results from a new Trusted Media Brands, Inc. study exploring the future of digital video found 65 percent of surveyed marketers think social platforms (e.g. Facebook, Snapchat, Twitter) are the most important partners for digital video campaigns over video platforms (YouTube, Vevo); video demand side platforms or DSPs (Videology, Tremor Video); full episode players (Hulu, broadcast and cable digital properties); ad networks; publishers (BuzzFeed, Vice, Vox); and multichannel networks (Maker Studios, Awesomeness TV, FullScreen).

Given Puerto Rico’s long-term economic malaise and ongoing fiscal crisis, it is no wonder that out-migration of the Island’s residents has picked up. Over the past five years alone, migration has resulted in a net outflow of almost 300,000 people, a staggering loss. It would make matters worse, however, if Puerto Rico were losing an outsized share of its highest-paid workers.  By Jaison R. Abel, Giacomo De Giorgi, Richard Deitz, and Harry Wheeler

Lizette Williams: Social media has created a platform to bring this conversation to the forefront of the industry, which we never would have seen 10 or 20 years ago. It’s given a real voice to consumers, many who have historically been disenfranchised. We’ve seen this with platforms like Black Twitter and organizations like Latina Bloggers Connect. These diversity issues have become mainstream issues as a result.

In the bid to be completely measurable and provide every figure a marketing executive could ever need, digital marketers are at the point of having an excel sheet worth of figures but not a whole lot of meaning. Many of the metrics I can think of are now turning into hygiene. Did my ad run, did it appear where it could be seen, did we keep it away from porn and was it actually seen by a human rather than a bot?

IRI released findings from its latest HispanicLink study, with new information about Hispanic shoppers’ path to purchase CPG products and a particular focus on the group’s widespread adoption of e-commerce as a purchase channel.

We need some new memes, some new topics of interest for the industry to grab hold of and beat into the ground on panel after panel, at industry conferences and in columns like this one.  

To bridge this gap, healthcare professionals need to establish and communicate programs that are mindful of the unique medical needs of these patients and what support is necessary to make the process easier.

Honestly, there are two critical marketing topics. Get these two right and you have gone a tremendous way in differentiating your brand, organization, or persona in an age of sameness. Yet many organizations and individuals either fail to master these concepts or mistakenly believe they understand them when they really don’t.  By Roderick M. McNealy, ANA Faculty

The world of marketing at enterprise companies is both exciting and challenging – there are many decisions to make and options available when it comes to which marketing channels to prioritize, which technology platforms to utilize, and when to hire an agency for support.

Moms are on top of it right now. Recent estimates show that American moms control approximately $2.1 trillion of spending per year, or 85% of household income. Not surprisingly, this is a key demographic for many brands.  

Rather than offering new insights into the depth and magnitude of the transparency issue and offering positive suggestions on how the problem could be resolved, the 4A’s chose to dismiss the recommendations, and essentially called for a preservation of the status quo.

In the age of amplification of social influence through digital channels, brands that remain rooted in the advertising age face an existential threat in the digital age. Social platforms are designed to connect people, not sell products. And brands that embrace people’s stories (not product testimonials) are the ones that successfully drive social engagement.

At the beginning of 2016, marketing professionals made a variety of predictions (link is external) about the future of digital marketing. Some of the most notable forecasts pointed to the increasing importance of data collection, video advertising, virtual reality, and live streaming.

Could Latinos 50+ be turning into one of the most alluring subsegments of the U.S. Hispanic Market? What defines them and what ails them? What makes them a force, armed with disposable income, marketers should contend with moving forward?  Louis Maldonado, of d expósito & Partners, wrote the White Paper: Latinos 50+: A shift in mindset and priorities.