Marketing

Multicultural marketing strategies will become increasingly important to brands looking to engage in a more culturally relevant and personalized manner. But despite rapid population growth and strong support for initiatives within marketing circles, CEO and board support falls far short, failing to assist marketer’s ability to prioritize and fully fund their efforts.

In time for Hispanic Heritage Month, Sept. 15 – Oct. 15, Coca-Cola has launched a new video “Orgulloso De Ser.” The film “Orgulloso De Ser,” which translate to “Proud To Be,” explores family names and the pride surrounding them through personal stories shared on camera.

The history of the majority of Latinos born between 1980 and 2000 is greatly influenced by what was happening in their country of origin and their socio-economic circumstances. As many readers know most Hispanics in the US are of Mexican origin. By Felipe Korzenny

But for baby care manufacturers, there’s plenty at stake in the battle for baby bucks. Competition in the baby care market is stiff, and numerous branded and store-brand products at various price points compete for moms’ attention. Moreover, the window for purchasing baby care products is relatively short.

Spend on connected TV is set to increase, as almost half of current connected advertisers plan to allocate more funds to the medium in the coming year, according to the ANA/BrightLine 2015 survey report “The Connected TV Opportunity.”

All brands, to some extent or other fit within the equation AS + B = IS (Actual Self + Brand = Ideal Self), that is we buy brands that reflect an idealised version of who we are.  Nothing wrong, or particularly challenging about that.  The interesting bit comes when we try and ascertain what is an ideal version of ones self, and how that is contextually relevant.

Social media advertising is garnering a larger share of advertising budgets, according to a recent second quarter agency survey conducted by STRATA. The survey found that 20% of agencies report they are likely to allocate between 11-25% of their ad budgets to paid social media, representing a 24% increase from the previous quarter. An additional 24% of agencies are allocating 6-10% to paid social. Facebook continues to lead in agency advertising as 93% plan on using it in their campaigns, followed by YouTube (57%), Twitter (52%), and LinkedIn (29%).

Pharmaceutical companies are running hard to keep pace with changes brought about by digital technology. Mobile communications, the cloud, advanced analytics, and the Internet of Things are among the innovations that are starting to transform the healthcare industry in the ways they have already transformed the media, retail, and banking industries.  by David Champagne, Amy Hung, and Olivier Leclerc

Data-driven marketing is a complicated business, but there’s still a simple way to break down the market and develop a strategy, one that’s easily taught to all members of your marketing org. 

A new study featured in The Journal of Cultural Marketing Strategy challenges conventional wisdom that Spanish-language programming is the most effective way to reach U.S.

By Gonzalo López Martí LMMIAMI.COM

• Jared Fogle pleaded guilty to possession of child pornography and soliciting the services of underage prostitutes.
• Or something along those lines.
• He allegedly was using his foundation for such purposes.
• He had been touring schools across the country for years lecturing children (!) about healthy eating & healthy living.
• He was, in a way, the de facto leader of a child sexual abuse ring.
• With the media clout and deep pockets given him by a national fast food chain. !!!!!!!!

Central American “Eco-Migrantes” Expected To Increase the Foreign-born Population Of Hispanics In the United States.  By Martin Vega, Senior Strategic Planner and Researcher / d expósito & Partners

In the CPG industry, generally-recognized failure rates for new product launches range from 60 percent to 80 percent.

Business should focus on people and purpose, not just products and profits in the 21st century according to Deloitte Touche Tohmatsu Limited’s (Deloitte Global) fourth annual Millennial Survey. This and other findings from the survey suggest businesses, particularly in developed markets, will need to make significant changes to attract and retain the future workforce.

Global marketers see the value of making their digital interactions with customers and stakeholders richer, more personal and predictive. But most are still struggling to make their mobile, social and web channels work together to provide a more enriching and engaging experience.

I just spent three days at the Multicultural Retail 360 Summit in Anaheim, California where I was invited to MC for a day. A new and fun experience for me! The conference agenda was solid and the speakers were great! But here’s the thing that caught my attention. Total Market is still a misunderstood concept.  By Terry Soto is President and CEO of About Marketing Solutions, Inc.

Pronouncing a departmental “winner” will never be perfectly settled. The reality is that the disruptive nature of consumer advocacy and proliferation of user-generated content is enough to break down siloes.

The importance of upfront planning cannot be stressed enough, but this crucial topic often gets left by the wayside when media teams are bogged down with the volume of budget allocations, RFPs and attribution models required for implementing cross-channel buys.

Marketers have, of course, cottoned onto the fact that today’s women have little in common with the figure of the typical housewife who dominated the 80s. They are well aware that the role of women both in family and public life has undergone a radical transformation which shows little sign of stopping.  by Cécile Gorgeon –  Added Value

These economic woes have significant impact on teens and young adults in the affected countries. Youth unemployment is higher than 50% in Greece, and young people are leaving en masse. The same is true for Puerto Rico, where more than 300,000—many of them young people—have left over the last 15 years to relocate to the U.S.. Enrollment in Puerto Rican public schools is down a staggering 40% over the last decade.