Marketing

Think back to your own teen years. Maybe it was not long ago. Maybe it was decades ago. What did you love when you were young? Cars? Video games? Movies? Dancing? Sports? Some of you probably liked some of those things but there is one thing pretty much every teen loves and that’s music. Music holds a special place in everyone’s heart and memory. A song from a long ago summer can bring back memories in a way few other things can match. Listening to and loving music is part and parcel of being a teen.

Amid their interest in millennials, marketers look to the 19 million-plus US college students as an audience worth courting. After all, it is a mostly millennial subset that already deploys considerable spending power and (with degree in hand) will be poised to outearn and outspend noncollege millennials for decades to come, according to a new eMarketer report, “US College Students 101: Updating Fundamental Facts About This Diverse, Digital Cohort.”

Titled “Marketing Data Technology: Cutting Through the Complexity,” the paper features insights from more than 50 executive-level thought leaders, representing all segments of the advertising, marketing, media, and technology industries. These stakeholders agree that the rapid rise of programmatic advertising has created additional pressure on marketers to make audience data actionable – compelling them to leverage numerous marketing automation solutions while they search for the ideal mix.

One of the weird dichotomies in today’s media world is that marketers spend a lot of time on the category whose actual impact on business results is not proven or at best questionable, while spending a lot less time on the area taking up the largest chunk of their advertising spend, with a far better track record of actually reaching consumers.

2014 was the year Total Market took the multicultural marketing world by storm. Agencies changed their mission statements to include this relatively new term, events capitalized on the buzz through rebranding of events to a more Total Market feel, and many weighed in on the meaning of Total Market and whether it will be a lasting trend or not.  By Mario Xavier Carrasco – Online Research Director/Managing Partner – ThinkNow Research

Welcome to the first episode of, #TotalMarketTalk, a new Digital Series created by NGLC and NGL Media exclusively for HispanicAd.com.  Hosted by industry thought leader, David Chitel, the show is intended to shine a light on the hottest topics impacting Latino media, marketing and entertainment in today’s world.  Conducted via Google+ Video Hangout, monthly episodes will feature one or more guests ranging from marketing and agency executives to celebrities, entrepreneurs and beyond.

I recently found my copy of the book The Four Agreements by Don Miguel Ruiz. I remembered it being an insightful, easy read and ended up bring it along to re-read it over the holidays while on vacation. Little did I know that in doing so now, over 15 years since I first read it, I would find great applications for strategy and marketing—especially in the Multicultural space.  By Bessie Ramirez, Managing Partner, About Marketing Solutions, Inc.

However, despite native advertising’s ascent, there is unequal penetration in the marketplace.

Now it’s brand marketers’ turn to go all in on native, as advertisers large and small are rushing to launch true native ad campaigns.  As they do, they know that to effectively succeed, their own content needs to take center stage.  Content creation coupled with content distribution is what publishers do best. As brands embrace native, they must (and some already do) think like publishers.

This time of year everyone comes out with lists of the biggest trends of the past year or bold predictions for the upcoming one. However, you can often forego bold predictions by paying close attention and adapting to big changes taking place right before our eyes. Using this lens, here are eight seismic changes to the Hispanic market that occurred in 2014, with huge implications for how to engage Hispanics in 2015 and beyond.  By Jose Villa / Sensis

When President Obama recently announced steps to significantly thaw the relationship between the United States and Cuba, it served as the latest and loudest wake-up call that tourism in the Caribbean region could soon be having a dramatic shift.

With the current state of audience fragmentation and the proliferation of viewing platforms, Reach is a critical goal for advertisers seeking to engage with their desired audiences. In Nielsen Online Campaign Ratings, Reach measures how many unique individuals are exposed to an ad.

Compared to organizations in the retail, communications and financial services sectors that are gaining noteworthy value from advanced analytics, it is arguable whether consumer packaged goods (CPG) companies have yet to achieve the same results. Often they are still using outdated approaches to sales and marketing, and many are also not using social and mobile data to their full potential.

The advertising industry can remember 2014 as the year of Madison Avenue’s biggest non-merger–and continued speculation as to what might happen to the sector’s smaller players–a market that was weak for television but booming for digital media and a reminder that technology is upending every aspect of the business.  Courtesy of Wall Street Journal

While a total approach to marketing might seem admirable, and offers the fantasy of economies of scale, in a country divided by so much, an integrated approach, rather than one grounded in cultural differences, hardly seems to fulfill the dream of better connecting with consumers.  Yes, a brand’s essence, its personality and messaging, should be unified and consistent.  But it is also likely to signify different things to different people.  By  David R. Morse – President and CEO / New American Dimensions, LLC

The Hispanic population is expected to reach about 106 million in 2050, about double what it is today, according to new U.S. Census Bureau population projections. But the new Hispanic population projection for 2050 is lower — by nearly 30 million — than earlier population projections published by the bureau.

Cross-device targeting is still in its early days, even as growing numbers of advertisers, publishers and ad platforms participate in the practice.

I’ve written before about why I believe the media industry’s future with most brand advertisers will be all about delivering specific business outcomes (leads, sales, etc.), in a predictable, provable and scalable way, not just about delivering a promised basket of media outputs (impressions, GRPs, etc.). The more folks in the business I talk to about this issue, the more certain I am that it will happen.

The terms of citizenship and social life are rapidly changing in the digital age. No issue highlights this any better than privacy, always a fluid and context-situated concept and more so now as the boundary between being private and being public is shifting.

People will seek to get the very best from themselves, and the very most from their lives.