Marketing

As I reflect on this year’s Association of National Advertisers (ANA) Multicultural Marketing conference, we have come a long ways over the last 30 years, while our industry continues its struggle to sort out the optimal way to go to market in an increasingly diverse nation. First, I want to congratulate the ANA and specifically Gilbert Davila for keeping the subject of race and diversity in the forefront of how we go to market in the 21st century; because, America has never been comfortable in discussing race and ethnicity. In fact, the election of an African American to President of the United States has moved our discussion forward in so many ways.  By Ernest Bromley is Chairman/CEO of Bromley Communications, LLC.

Nearly nine in 10 US companies with at least 100 employees will use social media for marketing purposes this year, eMarketer estimates. And the professionals who do social media marketing believe it is important: 88% of them agreed with that statement when surveyed in October by Harris Poll for social media management platform Hootsuite.

I always say that it is good to have science fiction and science facts. You need science fiction to dream about what might be possible — but ultimately, science facts rule and help to frame your understanding.

Most marketers are behind when it comes to investing in the Hispanic market. Of the $171 billion spent on paid media in 2013 (according to eMarketer), Hispanic media spending totaled just $8.3 billion (according to Kantar and AdAge). Hispanic media spending represents less than 5 percent of total paid media spending, while Hispanics represent 17.1 percent of the U.S. population. While paid media doesn’t capture the entirety of marketing activity targeted to Hispanics, it provides a good barometer.  By Jose Villa /  Sensis

At Hyundai Motor America, driver connectivity comes in several guises. Michael Deitz, the automaker’s senior group manager of connected car and owner marketing, spoke to eMarketer’s Danielle Drolet about Hyundai’s connected car integrations.

The presenters at the ANA Multicultural Conference were great. Gilbert Dávila’s moderation was brilliant. The food couldn’t be beat. The ads were among  the best I’ve seen. And finally, everyone is on the same page. Total Market is the way to go.

So what’s my beef?

By David R. Morse – President and CEO / New American Dimensions, LLC

While the demise of ad agencies due to digital disruption has long been prophesied, the evidence just doesn’t point to such an outcome. The actual outcome, to date, has been the proliferation of agencies. As digital democratized publishing has opened unlimited new channels, the marketing environment has, in turn, become much more complex, with CMOs hiring a broad phalanx of best of breed channel-specialist agencies. Indeed, “integrated marketing” — or the orchestration of this “stable of agencies” — has become the issue of greatest importance for CMOs, (according to a Forbes study), sadly surpassing even “effective advertising.”

Procter & Gamble’s Duracell brand and its agency Saatchi and Saatchi received top honors, last night, winning the first ever, Best in Show award in the Multicultural Excellence Awards competition for “Trust Your Power”. The ad portrays the resilient story of Derrick Coleman, the first legally deaf player to be part of an NFL offense and a fullback with the Seattle Seahawks. The story line: Coleman, like Duracell, is driven by power.

Introducing Logic into the Quest for a Total Market Approach Definition

Cantinflas and Mr. Spock walk into a bar. That’s how I wanted to start this note, but it wasn’t working, Cantinflas is too distracting. So I’ll leave him for now and hang out with Mr. Spock of Star Trek fame, a staunch purveyor of unadulterated logic.  By Pedro de Cordoba / Eventus

If you think about it, marketers today simply can’t win when making a smart decision about where to place their ad budgets.

TV used to be the steady rock in the marketer’s relationship with advertising: sizeable, trusted and to a degree predictable. But the once-steady rock today has many real and a few perceived flaws chipping away at its role in the media mix. Enough with the rock metaphors; allow me to explain.

HispanicAd.com is proud to announce the publication of our Thought Leadership platform, Hispanic CMO.  

Publication available for download for FREE click on image.

The debate rages on. As marketers think about how to execute Total Market digitally, they often ask themselves what language is best to reach online Hispanics. Some have argued that “English is the official language of the Web, even for Spanish-dominant Hispanics.”  By Captura Group

In a largely commoditized category, producing the best product is not enough to differentiate from the competition. Brands need to look at what they can authentically contribute to culture and how they can inspire their audience to build affinity. Few CPG brands are doing this well or being bold enough to do it.

The country’s fastest-growing ethnic segment also may be its most misunderstood, particularly by design and construction brands. “The Arrival of Hispanic-American Homeowners” white paper details buying power and purchasing habits of this emergent demographic for home and building product manufacturers.

The Hispanic market reminds me of the stock market. Both are filled with loud noise from its participants that make it very hard to understand clearly how to best capitalize on it.  By Arturo Nava, founder, Logra Tu Dream

The problem with brand value is really simple: no one agrees on it.  By Randall Beard, Global Head, Advertiser Solutions – Nielsen

But where will those dollars come from over the next year? Print, television and digital display are the chosen ones.

I recently had a conversation with Mike Welch, who heads AT&T’s advertising business, and we very quickly found ourselves doubling back on our discussion to define the term “programmatic TV.” Impressed by the clarity of Mike’s take on the subject, and assuming that this “definition conversation” is happening in boardrooms and across lunch tables throughout the industry, I am herewith offering up a definition of programmatic advertising — particularly programmatic TV — in the public interest.

The Federal Trade Commission filed a federal court complaint against AT&T Mobility, LLC, charging that the company has misled millions of its smartphone customers by charging them for “unlimited” data plans while reducing their data speeds, in some cases by nearly 90 percent.

Marketing leaders at consumer packaged goods (CPG) firms are facing fundamental shifts in the global commercial environment. To meet these challenges, they have an opportunity to accelerate their adoption of digital—and rethink both their marketing models and their routes to consumer engagement.