Marketing

Modern Marketers use marketing automation expertise and technology to power revenue performance by revealing the Digital Body Language™ of their prospects and customers. Relying on Modern Marketing technology and expertise to automate the process, their marketing and sales teams can accelerate results from demand generation to revenue. Available on HispanicCMO.com

In an environment in which consumers’ attention is increasingly fragmented, the idea of using content to capture interest and engagement is catching on among marketers.

End-of-show mentions saying “promotional consideration brought to you by…” may not be enough in the future. The General Accounting Office urged the Federal Communications Commission to change how TV shows disclose product placement, video news releases or political advertising.

The most important issue that senior marketers face in 2013 is accountability, according to a new survey by the ANA (Association of National Advertisers). Integrated marketing communication and aligning the marketing organization with innovation ranked second and third.

Katz Marketing Solutions, the national marketing arm of the Katz Media Group, announced its findings of a new study that quantified the importance of audio elements in successful television commercials. The results show that audio, or radio, can efficiently and cost-effectively enhance a brand’s identification and messaging.

There is no one-size-fits-all recipe for success that manufacturers can use to satisfy consumer demand for innovation. There are, however, ways to increase the odds. Nielsen’s research shows that best-in-class innovators take a holistic view of their initiatives, keeping an eye on three key dimensions as they develop their innovations: strategy, consumer viability and sales potential.

Arguably, the most critical conclusion a brand or agency can make is an accurate definition of its prospective target audience. Defining the right target leads to clarity and focus, which leads to insightful and relevant creative, which in turn positively affects your client’s business. It sounds so simple, but with so many consumer segmentation models, new cultural buzzwords and the lingering ghosts of archaic language-based models, it can be challenging to pinpoint the “right” Hispanic consumer. By Nancy Morkovsky – Brand Planning Director, Richards/Lerma

With brand marketers always looking to get the most out of their advertising budgets, the Interactive Advertising Bureau (IAB) released “A Comprehensive Picture of Digital Video and TV Advertising: Viewing, Budget Share Shift and Effectiveness,” a Nielsen research study commissioned by the IAB investigating how moving dollars from TV ad budgets to digital media – especially digital video – affects reach and costs. The report reveals that a 15 percent shift in media spend to digital will drive a distinct increase in advertiser reach across verticals.

In my last blog, I discussed the distinctions between ethnic — particularly Hispanic — heritage, identity, and culture. I ended by posing this question: beyond the sharing of a pan-Latino identity, does a U.S. Hispanic culture really exist? Or are Hispanic and Latino merely convenient umbrella terms for embracing the various U.S. ethnic cultures rooted in Spain and the different Spanish-American nations? By Carlos E. Cortés / Univision Insights

Everyone – from Adelaide to Hong Kong, Istanbul to Stockholm, Tallahassee to Zürich – is dancing ‘Gangnam’ style. A handful of brands have embraced the music track, or its dance moves, in a bid to capitalise on the instant recognition they spark in consumers of all ages, and from all cultures. By Dr Inka Crosswaite_Cultural Insight and Semiotics Specialist_Added Value South AfricaPost originally written for TREND.

Many small businesses are already using some form of content marketing to promote themselves—74% as of a January survey of US small businesses by BusinessBolts.com. It’s a tactic that must be paying off, because three-quarters of small businesses also said they planned to do more content marketing this year than last—and just 4% said they had no plans to do any content marketing at all.

Recently, the Wharton Future of Advertising Program asked more than 175 industry leaders to describe their vision of what advertising would be like in the year 2020. Based on our analysis of the responses to the 2020 Project, the Super Bowl case isn’t just a once-a-year stunt — it’s a preview of a model that will scale and become a foundational characteristic of major brand advertising.

The marketing buzzword “SoLoMo”—for social, local and mobile—is the latest way national marketers are seeking to connect with customers and lure them into neighborhood stores, dealerships, branch offices and service outlets nationwide.

In a recent meeting with a VP of Multicultural Marketing, one of the top concerns that came across was the desire to sustainably position Multicultural Marketing in the company for the next five years and beyond. In other words, this VP wanted to succeed in creating a formal strategic plan to integrate Multicultural consumers into all aspects of insights gathering, planning, strategy development and implementation to effect growth for the company’s brand portfolio. As importantly, this VP was also concerned about the sustainability of the multicultural work already in place as new brand managers and directors join the company. By Terry Soto, Author of Marketing to Hispanics A Strategic Approach to Assessing and Planning Your Initiative

MeadWestvaco Corporation launched its inaugural consumer satisfaction study, “Packaging Matters.” The study explores the role of packaging in product satisfaction as consumers purchase, transport, use and dispose of products across 10 different categories. The results suggest that packaging satisfaction can have a significant impact on purchase intent and repeat purchase, and that there is a low level of satisfaction overall, especially once consumers leave the store and rely on the structural or functional features of the package at home or on-the-go.

When it comes to launching a new product, understanding what inspires consumers to try something new is key. The methods to reach and engage consumers vary, but a recent Nielsen global survey of respondents with Internet access indicates that a mix of media and word of mouth advertising garner the most success in raising consumer awareness.

ZenithOptimedia announced the publication of its new report, the New Media Forecasts. We have identified the top 19 digital markets across the world, ranked according to a combination of absolute size and percentage of total adspend taken by internet expenditure. We have then examined how consumers in these markets use digital media; how internet advertising, social media and e-commerce are developing; and how quickly new media technologies are being adopted.

While digital technology continues to reshape the way companies and consumers interact, social media is not replacing the in-store shopping experience, according to a new report by PwC titled, Demystifying the Online Shopper: 10 Myths of Multichannel Retailing. Based on a survey of more than 11,000 shoppers globally, the study debunks the conventional wisdom about online consumer behavior and helps companies better measure their approach to multichannel retailing.

Digital marketers have quickly seized on the importance of channeling resources to content marketing, according to the “Quarterly Intelligence Briefing: Digital Trends for 2013,” report from Econsultancy and Adobe.

The study, “Marketing2020 – Organizing for Growth,” will leverage the insights and experience of many successful marketing leaders and include a broad ANA member online survey. It will be cross-industry and also include contributions by CMOs in Europe, Asia and Latin America, reflecting the global scope of today’s marketing organization and leaders.