Marketing

African-Americans have a diverse approach to receiving content and information—they fully engage and connect through various mainstream and niche media outlets and platforms, and they consume more content than other groups on all fronts.

Last Friday’s HispanicAd News Alert publicized the results of a study that Ipsos conducted on behalf of CarMax, where the headline read, “Today’s Mid-Life Crisis Car Almost as Likely to be an SUV or a Sedan as a Sports Car – Make it Black …or Silver, or Blue, or Red!”  The study examined the types of cars adults would purchase during a mid-life crisis, where they found that people are almost as likely to purchase an SUV or a sedan as the proverbial mid-life crisis vehicle, the sports car.  While that may seem a bit surprising to many, the results actually reflect a mindshift happening in today’s society.  By Louis Maldonado /  Managing Director at expósito & Partner

In the olden days, marketing consisted of 4 Ps (Place, Price, Promotion and, of course, Product). This approach made perfect sense, as each P defined a critical part of what ultimately made a product sell. And that really has not changed much in today’s world.

Brands, be warned, you’re not ready for the next era of young media consumers. I can tell you from dispatches from the front lines. Over the last few weeks, we have been introducing the findings of a report we will formally launch in the coming weeks around the media habits and preferences of 13-24 year olds called the Acumen report.

Jägermeister announced the launch of the brand’s first campaign ever developed to reach Hispanics. “Sin Igual,” which translates to “Like No Other,” is a unique campaign that parallels the shared passion, uniqueness and cultural roots that both the liquor and Latinos proudly share.

Until recently, marketers could be forgiven for looking back wistfully at this golden age as new forces reshaped their world into something completely different. These new trends include a massive proliferation of television and online channels, the transformation of the home PC into a retail channel, the unrelenting rise of mobile social media and gaming, and—with all these trends—a constant battle for the consumer’s attention.

According to the 2014 Brand Footprint, that’s what it takes to be recognized as one of the top 50 global consumer goods brands. It’s an impressive number, and a marvel of manufacturing and logistics.

Marketing automation is still new enough and complex enough that even vendors of automation systems face challenges running their own marketing operations on their own platforms.

More and more, brands are realizing that the U.S. Hispanic audience is large, growing, tech savvy, and particularly receptive to online marketing. This presents a huge opportunity for many brands to drive growth. One question we hear often from brands ready to venture into the Hispanic digital market: Where do we start?

In this two-part series, we explore three critical assessments brands can perform to determine where opportunity lies for growth with a Hispanic audience.

In this two-part series, we explore three critical assessments brands can perform to determine where opportunity lies for growth with a Hispanic audience. Part 1, covering Competitive Analysis, can be found here. Read on for Part 2, covering brand-owned Website Audit and Social Channel Evaluations.

With “the big game” coming up, it’s certainly no secret that big events are often tentpole strategies for major consumer marketing companies. From music and fashion to sports and food, large-scale events give marketers the chance to connect with consumers across various touchpoints and align with their most acute passions.  Smart marketers know that communicating with Hispanic consumers through their passions and culture will lead to brand success, and events are an ideal platform for deep engagement.  By Roberto Ruiz / Univision Insights

No, I did not watch the Super Bowl. I have actually never, ever watched the Super Bowl. To help you understand why the Super Bowl is just a cultural challenge too far for me as a Johnny Foreigner, I refer to John Oliver’s brilliant explanation on David Letterman’s show last week.

Brands have long stood for consistency……a dependable consumer experience driven by a business model that draws efficiency from repetition, streamlining and mass production.

Native Advertising spending is set to substantially increase as marketers rapidly enable the strategy. Sixty-three percent of marketers are planning to spend more on native advertising over the next year according to the ANA’s (Association of National Advertisers) 2015 survey report “Advertising Is Going Native.”

A few years back I along with some colleagues were contracted by the Coca Cola Retailing Research Council of North America to help the council tackle what had become a critical issue among U.S. food retailers: how to successfully market and merchandise to ethnic consumers. The result was the actionable “Grow With America Best Practices in Ethnic Marketing and Merchandising.”  By Terry Soto, Author and CEO, About Marketing Solutions, Inc.

Today’s consumer packaged goods firms need the agility to redirect investment into growth-driving initiatives if they are to remain competitive amid volatile market conditions.

Now that we’ve settled back into our routines and our own personal New Year’s resolutions have fallen by the wayside, we’d like to suggest a new resolution to adopt: Get more nuanced about marketing to Millennials.

U.S. companies are struggling to keep pace with their customers’ “always on” nature and greater use of digital channels, according to new research from Accenture. As a result, the “Switching Economy” – the potential revenue up for grabs in the U.S. market due to changes in consumer spending patterns and switching rates – has swelled to $1.6 trillion, a 29 percent increase since 2010.

A global study sponsored by Teradata Corp., the big data analytics and marketing applications company, revealed an apparent disconnect between how chief executive officers (CEOs) see the current status and benefits of data initiatives and how lower-level managers see them. This and other disparities impede success and imperil the competitive advantage companies hope to realize.  

Every business leader knows that it is easier to grow sales by engaging existing customers than acquiring new ones. And yet, as apparel brands currently focus on driving Back-to-School and Fall Season sales in a highly competitive landscape, they keep missing opportunities to build deeper relationships with Hispanics, a large and growing fashion-focused segment.