Marketing

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.

If you’ve been keeping an eye on the news lately you’ve seen Univision posted some pretty big numbers. “Univision’s average of 1.81 million viewers aged 18-to-49 so far in July tops Fox, NBC and CBS, who are all clustered just under 1.5 million, the Nielsen company said.”

Granted, there are far fewer options in Spanish TV than there are in English, so Univision’s numbers get a big boost from lesser fragmentation…but still, those are some pretty big numbers, especially in that young demo. If you’re a brand looking for customers, Univision’s audience is tough to ignore.

Almost all Hispanic advertising shares one thing – the Spanish language. Hispanic marketing is big business, involving organizations from all segments of society and our economy. Yet almost all Hispanic advertising involves Spanish in some way.

I love marketing: the ability to develop a story, weave that story through media and watch it resonate with an audience.  The chance to follow that story through to a conclusion, potentially resulting in customers: this is a highly engaging activity for me, and one I thoroughly enjoy.  It’s not unlike watching “Breaking Bad,” to be honest.

How to cultivate and leverage customer engagement? Customer engagement is important because we live in a Customer Economy.

Several weeks ago, I spoke with Claudia Perlich, Media6Degrees’ chief data scientist, and asked her to define “data scientist.” Her definition spanned four paragraphs, but it boiled down to this: “Data science lives in the intersection of understanding not just the results of the algorithms, but also the subtle caveats of their applicability and the problem that should be solved.”

It’s long been a paradox that, despite the fact that consumers ages 50 and up have the lion’s share of the wealth and income in the U.S, marketers are over-enamored with the 18-49 demographic. The oft-stated justification for aiming at the younger generation is that they are more likely to be open to new products and/or switching brands; and their lives are more centered on consumption and consumerism.  

Digital marketing has driven home the importance of content, as marketers strive to keep customers engaged and drive brand awareness. These were the top two benefits of content marketing, according to an August 2013 survey of marketers in North America from Unisphere Research. And marketers are certainly putting money behind that effort: 48% of respondents reported devoting at least 10% of their budget to content creation, with 19% of marketers allocating 25% or more.

  Experian Marketing Services announced results from a recent survey that asked more than 200 marketers to share their cross-channel marketing plans for the holiday season.

  By Gonzalo Lopez Marti / Atkins López Martí

As an adman & marketer who has played cat & mouse & mouse & cat with Millennials (aka Generation Y, EcoBoomers, Trophy Kids) for quite some time, my humble opinion is as follows:

Millennials are accomplished manipulators.

Everyone is talking about native advertising these days, yet a real definition has not been determined. As such, it’s up to each content publisher to define how they plan to execute a native approach that works best for their audience.