Marketing

Over a few short decades, shopping options have expanded from local stores and cash transactions, to chain stores and credit cards, to anytime/anywhere shopping both on and offline, enabled by mobile apps and wallets. And not all shoppers are using every channel equally, especially when it comes to digital.

At Captura Group we are passionate about the Spanish language. Being a Hispanic digital agency, it’s in our DNA. On our Hispanic Online Marketing blog, we’ve talked about the importance of nuance, the benefit of a dual language strategy, and even when to use Spanglish to connect with U.S. Hispanics.  Our commitment to the Spanish language is why we were thrilled to learn about expanded text ads coming to Google Adwords. Expanded text ads essentially give advertisers more room to communicate, with 50 more characters in each ad.  By Shuree Jones, Captura Group

It’s Monday morning and Luke, the BIGCO brand manager, walks into his office. He asks the digital assistant device on his desk how BIGCO’s Acme soft-drinks brand performed over the weekend. After a second, the assistant replies that Acme’s share of sales has fallen by 0.5%. Luke asks what’s driving the decrease, and is told it’s due to issues in the BIGCO West region. His digital assistant offers to email Tom, the sales manager, with a summary of their findings.  By Michelle Kennedy, Program Manager, Thought Leadership

Marketers are struggling to get a handle on cross-channel attribution, judging by several efforts now in progress.

The traditional shopping mall is under threat. Here is how to meet the needs of digital customers.

Thanks to digital disruption, the nature of consumer packaged goods companies is changing. Rather than simply selling goods, leading CPG companies are looking to create and curate customer experiences. These experiences are underpinned by a new form of collaboration, using platforms to connect with consumers like never before.

It is a truism that media fragmentation has created a headache for those buying and selling media, and for those companies like us who are responsible for measuring it. Twenty years ago, the world was a far simpler place for brand advertisers: TV was king and digital advertising was a merely a ‘fad’. Fast forward 20 years and we know that digital advertising wasn’t a fad, but TV is still king and although some budgets have migrated, its resilience is broadly steadfast.

Brands need to have a better understanding of the combined power of different media to maximize the impact of their media spend says Duncan Southgate, global brand director, media and digital, at Kantar Millward Brown.

The way we interact, the way we make decisions and the way we learn are all being shaped and influenced by the rapidly developing and increasingly accessible computing technology around us. Nowhere is this more prevalent than in the use and adoption of AI.
 

Customers are demanding we satisfy their information needs as they manage and curate their own content. We have dubbed the shift to delivering messages to physicians and patients within an appropriate context, theAudience Economy.

On the eve of Donald J. Trump’s inauguration as President of the United States of America, we surveyed industry executives — both advertisers and agencies — to find out how they felt the Trump Administration would impact their lives, both personally and professionally.

They say that the bulk of the president’s job is dealing with the unexpected. Candidates campaign on platforms and promises which in many cases are not fulfilled nor accomplished. So what candidates say to get elected is one thing, and what they do when they are in office is another. The election of Donald Trump was, to many, unexpected. Politics aside, a question has been lingering in my mind about whether this will be good or bad for business (and by business I mean the Hispanic marketing communications business).  By Roberto Siewczynski – SVP, Group Director – Epsilon

As influencer marketing evolves from a buzzed-about effort to a proven technique, marketers need to take stock of what they know is effective. Here are five important changes coming up in 2017, and experts’ advice about what to do about them.

The whole ecosystem has become people-centric and interactive, so people expect to interact with brands, just like how they interact with other people. A brand that continues to operate in the old paradigm will come across as self-centered and selfish, and will not build mutually beneficial relationships.

The multicultural Millennial population consists of almost half of the Millennial generation (42%) and represents local markets that drive 47% of the total U.S. gross domestic product. In a new report, Multicultural Millennials: The Multiplier Effect explores key aspects of this population, including demographic information and trends, analysis of their choices of home cities, and how culture, food and technology are essential points of entry for reaching this generation.

Connectivity has a fundamental influence on how people consume media and make brand choices. It gives brands the opportunity to increase reach exponentially. Our latest Connected Life study reveals that for nearly a third of consumers globally, brands don’t deliver an equal quality of service online and offline. Marketers need to better meet the personal expectations of their consumers across different touchpoints.

IAB (Interactive Advertising Bureau) released the “IAB Cross-Media Ad Effectiveness Study,” research which proves that media plans that include mobile and desktop advertising executed simultaneously with traditional offline media consistently drive greater lift across brand impact metrics than traditional offline media alone.

Omni-channel marketing seeks to provide the consumer a seamless shopper experience whether in-store, online, desktop or mobile.

There isn’t a single marketer, agency or tech company out there who isn’t talking about the opportunities, threats and challenges we face with the growth of artificial intelligence in our lives and in our industry.

By Gonzalo López Martí / Creative director, etc – LMMiami.com

• The good news: urban music is coming of age.
• Urban as in hip hop, reggaetón, etc.