Marketing

As teens are changing their media habits, moving away from traditional TV viewing to spending more time with other entertainment formats—namely YouTube, Instagram, and Tumblr—their interest in traditional celebrities has waned.

These future intenders are key audiences for mobile operators, device manufacturers, developers and advertisers as they are already interested in connected technology.

“Innovation that excites.” You hear it in our commercials, you see it in our ads and it sits at the top of NissanUSA.com. It’s even posted in every Nissan office building and manufacturing facility around the world. To consumers, it’s a tagline that calls attention to our vehicles’ “cool factor.” But for us, it’s a reminder of our commitment to focus the customer in everything that we do.  by Fred Diaz, Senior Vice President, Nissan Sales & Marketing and Operations, U.S.

As Gardiner Morse wrote in a recent Harvard Business Review article, “a marketing revolution is under way and nowhere is that more visible than in the CMO’s transforming role.” Morse was specifically referring to Unilever’s CMO, Keith Weed, who notably now oversees both marketing and communications and sustainable business. It is a shift from the model that exists at the majority of companies, namely that sustainability exists in a separate division.

CEOs cite interacting and connecting more with customers as their top priority; Concerns that products and services will quickly lose relevancy.
In a recent study by KPMG LLP, the U.S. audit, tax and advisory firm, chief executives indicated their companies will be significantly more customer-focused over the next three years to more effectively deliver value and advance their brands.

This is historical on so many levels for Latin American and US-based Hispanic agencies alike.  It reaffirms the benefit of being a little fish in a big pond, driving global depth through cultural empathy.    By Gabriela Alcantara-Diaz, Founder, President of G ADMarketing Communication, Inc.

Marketers believe that their organizations are customer-centric and that their customers would agree. Unfortunately, marketers also reveal that this might be wishful thinking as lackluster ratings in organizations’ ability to listen, respond and effectively engage with customers in an agile, personalized manner fall well below average.

An outright majority of marketing professionals worldwide plan to increase their spending on brand awareness in the next 12 months, according to research conducted for eMarketer in August 2014 by InsightExpress—compared with just over four in 10 who said they would be spending more on demand generation.

Marketing itself hasn’t changed, but the world around it has. Great marketing will always be great marketing because it is borne of an insight, has a strong idea inside it, a clear sense of who it’s for and a pathway to creating demand and commercializing it effectively.

US millennial women make up a huge group that is almost impossible to characterize. For one thing, the age range covers those still in high school all the way through women approaching their mid-30s. And they are a more ethnically diverse generation than any that has come before, according to a new eMarketer report, “Millennial Women: How Their Social Network Usage, Shopping Habits and Personal Finances Add Up.”

I recently wrote about how silly it is to embed a team of digitally focused folks in your marketing department, call it a team and expect results.  The response was overwhelming to that article, which shocked me because I thought that idea was taken for granted.  Apparently I was overstating the understanding of that concept.

Ninety-two percent of executives from companies that are applying big data to their businesses said they are satisfied with the results, according to new research by Accenture.

Is America truly ready for total marketing? Or is the formula just too simple, resting on a flawed narrative that a racial divide no longer exists?  By David Morse, CEO, New American Dimensions LLC

The real recipe for cultivating brand loyalty comes down to context.

New ideas and innovation are the lifeblood of 21st century businesses.

The notion of family is rapidly evolving, but many brands aren’t yet portraying the new reality of today’s families or fully speaking to their needs.

As consumers bounce from device to device throughout the day, marketers are trying to figure out how to track them across platforms.

Measuring and monitoring brand equity has become a required discipline for any global marketer. Brands are important and valuable assets to corporations, and there’s a business imperative to understand their position in the market and whether a brand is developing in line with the brand’s objectives.

Total Market is defined as: “A marketing approach followed by corporations with their trusted internal and external partners which proactively integrates diverse segment considerations. This is done from inception through the entire strategic process and execution, with the goal of enhancing value and growth effectiveness. In marketing communi­cations, this could lead to either one fully integrated cross-cultural approach, individual segment approaches, or both in many cases, but always aligned under one overarching strategy.”  By Bill Duggan, Group EVP, ANA

Multicultural populations are driving 84 percent of the population growth, fueling 81 percent of U.S. job growth and accounting for 43 percent of buying power in top 10 markets – with statistics like these, marketing practices are evolving and, until now, have been lumped into the umbrella term “Total Market.[1]” For the last year, AHAA: The Voice of Hispanic Marketing, in collaboration with the Association of National Advertisers (ANA), and the Asian American Advertising Federation (3AF) assembled a broad coalition of clients, agencies and associations to define an integrated strategy for driving growth.