Marketing

As advanced analytics capabilities have emerged as an enabler of success, we are now seeing new paradigms in how marketing campaigns are measured and investment decisions are made.

When it comes to multicultural marketing, many organizations struggle to answer the question about whether multicultural marketing ROI is justifiable. But, think about it. Isn’t that like asking whether it makes sense to market to only some consumers who buy our products and services because we can’t figure out the value of marketing to all current or potential buyers? Does it really make sense to decide that marketing to a segment of our consumers is a discretionary investment?  By  Terry Soto, Author of Marketing to Hispanics A Strategic Approach to Assessing and Planning Your Initiative and President and CEO, About Marketing Solutions, Inc.

Multicultural Health Marketing. The magazine features articles authored by the key thought-leaders in the multicultural health marketing sphere and focuses on best practices for reaching the key multicultural populations in America such as African Americans, Hispanics, and Asian Americans.

My last post introduced the concept of Responsive Relationship Marketing: the practice of listening first and communicating subsequently, allowing segmentation and tailoring to emerge dynamically.

It’s that time of the year when all the marketing world is awash in its usual sea of pink, it seems like a good time to ask why so much cause-related branding has so little emotional clout. No matter how well planned, breast-cancer pink (not to mention save-the-environment green or prostate-protecting blue) has often become invisible to cause-bombarded consumers.

Talk about connectivity! Nowadays, consumers are able to touch brands in all manners of ways. Whether it’s through a Website, smart phone, tablet, call center or retail location, the times, places and manners in which brands can make an impression – satisfactory, neutral or unsatisfactory – are infinitesimal and ever-evolving.

In our July 25th e-newsletter, we talked about how the lingering effects of the Great Recession have opened a new era in U.S. society we call Societal Reset, as consumers adjust their behaviors to meet more realistic economic expectations. One marker in many food categories is the growing appeal of Private Label brands (i.e., store brands) across several demographic segments.

It’s easy to think of advertising campaigns on mass media channels like television as a completely different animal than ones designed specifically for digital channels. But research shows that the two can work in tandem to yield good results.

There is art and science that goes into branding and rebranding

Several Hispanic agencies have started seeking out General Market accounts because this is “the new mainstream” after all. And a few more General Market agencies have opened up multicultural divisions–or hired key Hispanic/AA/Asian executives and creative directors.  The controversy, in essence, has died down and, in general, people accept that marketing to this new generation requires a brand new cultural model.  by Ken Muench / The Collider Lab

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?…