Marketing

by Jose Villa / Sensis Whenever someone first gets involved in Hispanic marketing, they inevitably come across a series of universally accepted “truths” about Hispanic consumers and how to market to them. While some of these truths have faded as the market has evolved over the last 50 years, some continue unchallenged. But as anyone who is deeply involved in marketing to Hispanics today will tell you the market has evolved as quickly as it’s grown. Today’s modern Hispanic marketer understands everything we think we know about Hispanics has to be questioned

While events and trade shows are still a vital part of the marketing and customer engagement mix, senior marketers remain challenged to identify effective methods to measure and prove ROI, according to a new study by the Chief Marketing Officer (CMO) Council, conducted in partnership with the Exhibit & Event Marketers Association (E2MA).

There was a time when size and scale provided a significant edge for the major U.S. consumer companies. Yet lately, many players in the fast-moving-consumer-goods (FMCG) space have been lapped by spry start-ups, innovative retailers and savvy niche brands.

Good news, the digital divide is closing for Hispanics. The Pew Hispanic Center recently published an encouraging report that indicates that the digital divide is shrinking due in large part to rapid Hispanic mobile adoption and strong usage of social networking sites. For marketers, the report should be another clear indication that it is time to get serious about investing in the U.S. Hispanic digital market. By Lee Vann / Captura Group

Teens might prefer to hit their favorite stores with friends, but they’re not afraid to buy the same brands as their parents. In fact, teens think it’s cool to share a passion for a brand with mom or dad. We reached out to roughly a dozen teens, and they told us how their families influence each other’s shopping habits.

What could make rushing to the airport, waiting in an endless security line, disrobing for a TSA pat-down, jamming your luggage into an overstuffed overhead storage bin, shoehorning yourself into a too-small seat, and spending several hours next to a chatty political junkie with a wet cough even worse?

More and more, consumers are engaging with content across a variety of screens, and often engaging with that content on multiple screens simultaneously. This means advertisers have to take a holistic approach to their marketing strategy, and adjust the content to fit the context of various screens while considering consumers’ multi-screen habits.

In my last blog I wrote about ethnic umbrella labels. These labels include, but are not limited to, European-American, Asian-American, African-American and Native-American, and all share the characteristics of having a geographical reference point, but beyond that, distinctions appear. These terms raise another labeling issue, one which I’ve been questioned about. It concerns the use of the word American — including my use of American — to refer to the United States and its people. The argument goes like this. By Carlos E. Cortés / Courtesy of Univision Insights

New research presented at the recent World Federation of Advertisers’ annual conference in Brussels uncovered a fascinating disconnect. A survey of global marketers found only 46% believe consumers share and approve their support for good causes. But when you ask consumers the same question, more than 60% say they favor brands with a sense of purpose.

For the past several months, the “modern woman” has been the center of media focus, from the debate on having it all in the New York Times to Time’s exploration of the balance of power in the workplace to the PBS documentary about inspiring women. And, of course, there’s all the talk about the depiction of young women in HBO’s “Girls.” During election season, social media was flooded with petitions and videos about women’s rights and information about politicians’ stances on women’s health issues. Many women (and men) posted status updates and photos making statements for women’s rights. Teen girls are certainly paying attention — they look up to and aspire to be like their older peers who are at the heart of the current girl power movement.

This is a question I often hear from marketers who have decided to start marketing to U.S. Hispanics. It usually comes from the assumption that in order to reach Hispanics, one needs only to create a relevant message and send it through relevant channels or start a diversity program. Sounds easy enough, but the line of disenchanted marketers who have gone this route only to discover it’s not quite so simple, is a long one. Have you found yourself in that line? By Terry Soto, Author of Marketing to Hispanics A Strategic Approach to Assessing and Planning Your Initiative

Spring is here and cleaning is in the minds of many. For years I have heard that bleach is an important cleansing agent in Hispanic households. When visiting Latino households I regularly smell bleach in the kitchens and bathrooms. By Felipe Korzenny, Ph.D.

Today there are roughly 19 million foreign-born Hispanics in the U.S., a market roughly the size of New York State. This is a large market, but it is not so much the size of the market that matters but rather the influence Hispanics have on each other, regardless of where they were born, that makes the foreign-born Hispanics so important. By Lee Vann / Captura Group.

As we spend ever more time in the digital world, what’s becoming increasingly valued is the time we do not spend in front of a screen–the time we spend with real people and real things. It’s not that we’re abandoning digital–far from it. But as digital screens become our default interface, we seem to increasingly seek out physical objects and experiences.

Let’s face it, some “trends and predictions” reports are, well, rather predictable. What commerce marketers need are upcoming trends, on-target predictions and actionable advice from in-the-trenches experts.

As part of its evolution, the digital media business has the ability to deliver targeted messages across many devices and channels using technology providing the circular feedback loop of real time data on performance and audience. That model for technology driving data in real time continues to expand; we can now deliver the “dashboard” that marketers have been talking about for years. These kinds of solutions create efficiency, scale and better performance for marketers, much like other enterprise solutions do for other business categories like CRM, operations and finance.