Marketing

The US automotive market is mature, which makes any demographic primed for growth an important component for volume brands. The US Hispanic automobile shopper is very much in play, considering more brands while outpacing the industry and other minority groups in terms of year-over-year sales volume growth, according to a new eMarketer report, “US Hispanics and Autos: The Next Generation of Growth.”

The North American retail landscape looks quite different today than it did even ten years ago. The way that consumers make purchasing decisions has dramatically altered: they stand in stores, using their smartphones to compare prices and product reviews; family and friends instantly weigh in on shopping decisions via social media; and when they’re ready to buy, an ever-growing list of online retailers deliver products directly to them, sometimes on the same day.

So far, the team from Added Value Paris have explored the marketing opportunities provided by sound, smell, touch and taste. In the last of a series of five articles, we’re focusing on sight, as well as what happens when you combine all five senses together…

What generation comes after the Millennials, the massive generation that is now swamping the U.S. workplace with people born between 1980 to 2000? The Homeland Generation. Born after 9/11, the oldest members of this generation are now entering middle school.

In today’s world, the paradigm of multi-platform digital media consumption is breeding complexity, disrupting the established media infrastructure, and creating uncertainty about what tomorrow might bring. Yet with disruption comes opportunity.

Results vary when brands try to use social media to capitalize on breaking news and cultural events

Earlier this year, I keynoted at the ANA’s Digital and Social Media Conference. My topic was why it’s time to stop talking about the next big thing (NBT) in digital. As if that wasn’t provocative enough, I participated in a Q&A where I was asked to comment on the growth of real-time marketing (RTM).

This is the fourth in a series of articles in which the Added Value team in Paris explore the marketing opportunities offered by the five senses. We’re getting up close and personal with how the sense of touch can foster deeper emotional attachment with brands…

The importance of emotions in building strong relationships between brands and consumers is well-documented. But nowadays, it’s not enough simply to tell an impactful story with words alone… Marketers are increasingly finding that the most powerful emotions are those that are anchored in multiple senses – creating an engaging experience means knowing how to tell a story that uses colours, aromas, sounds and sensations as part of a multifaceted and multi-layered narrative.

In the Added Value Paris team’s second article about the senses, we turn our attention to perhaps the most commercially researched sense, that of taste. But are marketers, especially of non-food brands, really exploiting all the opportunities that this sense provides?…

In the third of our series prepared by the Added Value team in Paris, exploring the marketing opportunities offered by each of the five senses, we tune into those provided by hearing…

While lecturing recently at a U.S. university, I met a Brazilian American faculty member.  As we waltzed back and forth, conversing in both English and Portuguese (I lived in Brazil for nearly two years), he casually referred to the two of us as fellow Latinos.  Not once, however, did he use the term, Hispanic.  By Carlos E. Cortés / Univision Insights

Last month, Univision kicked off its partnership with Scion with a campaign that shines a light on the brand’s “Pure Process” buying system, a tool that allows customers to easily navigate pricing directly through Scion.com, including financing, insurance and service agreements. The deal marked Scion’s very first Spanish-language upfront buy, and with Hispanics buying more new cars than ever before, how could they resist?   by Sara Hasson / Univision Insights

Auto giant Ford Motor Company joins forces with Tr3s to star in the network’s new reality series “Familia de Circo”, which captures the heart and humor of Circo Hermanos Vázquez – a Hispanic family-run circus with a 40-year legacy. Under the co-created program, Tr3s will champion Ford’s Fiesta Movement, aimed to target millennials, by seamlessly integrating their brand message and assets within the synopsis of the episode through product placement, branded recaps and digital engagement on the multi-media reality series.

The country’s most influential marketers spoke to more than 2,000 attendees at the sold out Masters of Marketing Conference of the ANA (Association of National Advertisers).

You’re out for your morning run and you see a family of deer, a rare sight in your neighborhood. Your first thought is, “I need to Instagram this.” It’s lunchtime and you fancy somewhere new: you go to FourSquare, Yelp, Urbanspoon to see what restaurants your friends recommend.

For successful companies, brand purpose is vital for inspiring and driving the total brand experience, according to the joint Marketing2020 study by ANA (Association of National Advertisers) and EffectiveBrands. Marketing2020 examines today’s over-performing brands and their leaders, including 250 CMOs and more than 10,000 marketers across 92 countries.

In addition to generation and length of time in the US, many factors account for the differences in consumer behavior.  Language and culture influence consumer behavior on the interpersonal and public level. 

Meet Jorge. Born in Colombia, he visited the United States almost 25 years ago. Jorge did not come to chase the ‘American Dream.’ He did not come to raise a family. He did not come to find love. A self-confessed travieso, Spanish for troublemaker, Jorge felt he could use a hiatus from the temptations of his hometown Cartagena. He was in his early thirties and needed to grow up. Six months with his more mature younger sister he hoped would do the trick. Jorge never went back to Colombia. Without ever intending do so, he permanently left his home. Yet interesting enough, ‘home’ never left him.

You know you’re in “the Valley” when you start to see palm trees lining the roads and you get a whiff of carne asada on every street corner. It’s more than just a cluster of cities in Texas, it is a state of mind. As marketers, we want to try our best to reach consumers in the best possible ways. We want them to connect to our message, engage in our brand and ultimately buy our products. When we analyze Hispanic consumers in the US many of us break them down by generation, length of time in the US, education, basic demographics, but that is sometimes not enough. If we seriously want to understand consumers we must understand the places in which they live.