Marketing

Publishers, agencies and marketers use ad verification services to validate the delivery of display ads and ensure brand safety. Verification measures also provide insight into viewability and fraudulent activity, according to a new eMarketer report, “Ad Verification: Validating Brand Safety and Ensuring Quality Impressions.”

By Enrique Turegano / Al Punto I saw an ad on Univision for an SUV…nice ad. But the VO caught me off guard. It was the poem by Antonio Machado and famous song by Juan Manuel Serrat, “Caminante No Hay Camino”. Great song, great poem…but I wonder how much it connects with US Hispanics….mostly US Mexicans. Do they even know it? Is it important to them? Does it connect emotionally like it does for Spaniards and some South Americans? Probably NOT. Here’s my guess:

1) The creative in charge is from Spain.
2) The creative in charge is a JM Serrat fan.

Thoughts?

Data and analysis alone cannot drive marketing activities. Even in today’s Big Data mania, marketers still understand that customer engagement is the most important element of a successful program.

One of the most prolific top thinkers and speakers on Baby Boomer marketing, an area that will drive American business for the next two decades, is Brent Green. He is a knowledgeable and dynamic speaker and expert in marketing to Boomers, and both his programs and his books are packed with relevant material. Brent and I go back about 20 years. We’ve had the opportunity to work together on client projects and, over the years, we learned at the feet of David B. Wolfe of Ageless Marketing fame.

With consumers becoming increasingly cynical towards overt marketing messages, storytelling is more important than ever before. Everyone responds to a great story. But brands don’t tell stories that are going to be read curled up on a sofa – they have to do something far more sophisticated. They have to translate their emotional core in mere seconds, in just a few pictures and images. And these stories have to be distinct and powerful enough to live and breathe across a wealth of different media.

There’s a theme in marketing today that can be summarized very succinctly: marketers can finally use “what they know” to power “what they do.”

Based on comScore’s permission-based panel of one million U.S. online persons and survey data from 139 pharmaceutical studies, these benchmarks show that online direct to consumer (DTC) marketing is more effective than ever in increasing conversion among patients and prospects. The study also introduces new insights into conversion lift rates across various medication categories.

The chief marketing officers of Unilever, IBM, VISA and Adobe chaired the first ever CMO round table at the Cannes Lions Festival, where they and more than 60 other CMOs and leading marketers discussed early findings of the Marketing2020 study.

A new IBM sponsored survey of business professionals finds that while chief marketing officers (CMOs) and ecommerce leaders recognize mobile as critical to their business objectives, two-thirds of those same professionals, indicate they don’t have a strong understanding of the mobile user experience. With 89 percent of customers choosing to do business with a competitor, following a poor customer experience, businesses are turning to big data and digital analytics to better understand the omnichannel customer.

‘¡No me vas a salir desarreglada!’ (do not go outside without being made-up!) If you are Latina, it is very likely you have heard your mom, abuela or tia (grandma or aunt) say those words; and, it is very likely you will also say it to your daughter too! This is a dynamic commonly known by many beauty companies that are already capitalizing on this insight by reaching Latinas as a prime market for growth. But, what about Latinos? What if the same insight of cultural and personal pride translates to men? By Lili Gil Valletta – XL Alliance

Available on HispanicCMO.com, HispanicPRpro.com and HispanicAccountPlanner.com

My former colleague and respected Hispanic digital marketer Lee Vann recently wrote a rebuttal to my latest article on Hispanic digital behavior.

While I appreciate his spirited disagreement and do not disagree or dispute any of the data points he has shared in his article, they fail to make a compelling argument that because Hispanics continue to speak Spanish that they prefer to conduct their digital lives in Spanish, or consume digital content in Spanish.

By Jose Villa / Sensis

A new survey released by Lyris, Inc. and conducted by The Economist Intelligence Unit (EIU), shows that 45% of marketing executives are failing to use Big Data to understand consumers.

I saw an ad on Univision for an SUV…nice ad. But the VO caught me off guard. It was the poem by Antonio Machado and famous song by Juan Manuel Serrat, “Caminante No Hay Camino”. Great song, great poem…but I wonder how much it connects with US Hispanics….mostly US Mexicans. Do they even know it? Is it important to them? Does it connect emotionally like it does for Spaniards and some South Americans? Probably NOT. By Enrique Turegano / Al Punto

Available on El Blog

Consumer neuroscience can now be used to identify the exact moments of an ad that activate memory, draw attention or prompt an emotional response. It can also determine on a second-by-second basis which parts engage viewers and which ones don’t. Having this kind of insight can help advertisers craft more effective advertising—advertising that is compressed to focus on the elements that customers will respond to.

The average tenure for chief marketing officers of leading U.S. consumer brand companies rose to 45 months in 2012, a two-month gain over the 2011 average, according to the latest CMO tenure study by executive search consulting firm Spencer Stuart. While the 2012 average tenure figure represents a modest increase from the prior year, average CMO tenure is now nearly double what it was in 2006, when it reached a low of 23.2 months. Data for the ninth annual CMO tenure study was based on the CMO tenure at the top 100 advertised brands.

This year’s report contains actionable data and consumer insights across key marketing channels, including email, display advertising, mobile, search and social media – all designed to shape an integrated customer experience and help you be truly customer obsessed.

In one of the largest studies of digital activities of moms to date, ShareThis and Digitas released research that offers new insights into how moms engage online. While brands have long understood that moms are connected and influential, this research explores the intricacies of how moms are sharing online, what social channels they are using the most, and how much influence they have when sharing content with others.

I just attended a panel discussion between Lorraine Cortes-Vazquez, SVP of Multicultural Markets at AARP, and Nancy Tellet, SVP at Viacom, Scott Willoth —S VP Methods & Analytics, Scarborough Research and moderated by Leo Olper, who sits on the AHAA board member and is a partner at d exposito & Partners, LLC.  The panel discussed key findings of a study recently conducted by AHAA, which bucks much of the conventional wisdom that is commonplace in Hispanic marketing.  For that reason, I was compelled to cover key highlights in this post.