Marketing

Back in December of last year, I participated on a Latinum Group panel about the “Total Market” approach as it pertains to Hispanic Marketing. During my preparation for this event, I talked to several industry leaders, including clients, media and agencies, and reached a conclusion- “Total Market” is one of the most misunderstood “buzz” phrases in our marketplace today. By Isaac Mizrahi / SVP, Managing Director at Alma

Despite moderate global growth in advertising spending, fast-moving consumer goods (FMCG) companies continued to invest—and invest more—according to Nielsen’s quarterly Global AdView Pulse report. The largest sector by ad spend market share, with roughly a quarter of all dollars spent (25.1%), FMCG saw a six percent increase in ad spend in 2012 through September. FMCG was joined by telecom, media and automotive as the top sectors for year-over-year ad growth.

With Spain’s unemployment rate reaching a record 26 percent (double the EU average, according to the BBC), some 6 million Spaniards are currently jobless. Aiming to brighten up the day for some of those without work, radio program Carne Cruda 2.0 on Spain’s Cadena SER radio network organized a flash mob to serenade an unemployment office in Madrid. Available on HispanicAccountPlanner.com – – – ENJOY!

Marketers focus 12% of budgets on content marketing, but many need clearer goals and metrics to deliver best results. By The Team | Yahoo! Advertising Solutions

When it comes to product innovation, U.S. consumers aren’t really looking for companies to re-invent the wheel. In fact, results from a new global study from Nielsen suggest that companies are more likely to succeed in a competitive marketplace if they build on established brands that consumers already know and trust. That’s because 62 percent of U.S. consumers with Internet access say they prefer to buy new products from a familiar brand rather than switch to a new one.

The report, entitled “Energizing Global Growth: Understanding the Changing Consumer,” concludes that companies able to capitalize on these changes with speed and agility could capture a portion of the trillions of dollars in growth that businesses globally are likely to see over the next few years as the result of changing consumer behaviors.

Marketers frequently ask how their brands can give back to a community to create good will and enhance their brand’s position. The answer to the question is complex, but one of the ways of trying to address it is by asking consumers of different cultural and acculturation backgrounds how they rate different actions that brands can take in order to give back. by Felipe Korzenny, Ph.D.

A Pew nationwide survey finds that Hispanic identity continues to be most rooted in family country of origin while the terms Latino and Hispanic are not as top of mind. The United States government uses the terms “Hispanic” or “Latino” to categorize Americans who trace their roots to Spanish-speaking countries. In its classification system, the federal government recognizes just one ethnic group, Hispanic/Latino, which it defines as follows: “A person of Cuban, Mexican, Puerto Rican, South or Central American, or other Spanish culture or origin, regardless of race.” By Insight Tr3s

A little brand loyalty goes a long way. More than half (60%) of digital consumers around the world prefer to buy new products from a familiar brand than switch to a new brand, according to a new global study from Nielsen.

Marketers in the $1.3 trillion global telecommunications industry are being both challenged and enabled by free over-the-top (OTT) communications service providers, such as Google, Skype and Facebook.

An insightful friend described a growing challenge with insights in the marketing services industry. He suggested I probe the issue, so here goes…

There’s a reason that the new Gerber baby is Latina, Sofia Vergara is peddling Suave and Covergirl, and J.Lo’s Glow is the highest grossing celebrity-endorsed perfume of all time. These brands recognize that Latinos love to buy especially in certain categories. Particularly, they tend to over-index as consumers of beauty, hair, and baby products. In fact, according to a recent Nielsen study, if Latinos living in the U.S. were their own country, their buying power would make them one of the top twenty economies in the world. By Alejandra Guacaname, Master’s Student, Center for Hispanic Marketing Communication, Florida State University

Available on HispanicCMO.com

Would you ever defer your brand business strategy to your ad agency and follow their recommendations unquestionably because they are the “market experts?” For most seasoned MBA-educated CMOs and brand managers the answer would be a resounding NO. After all, YOU are responsible for growing the business. You are responsible for every decision made in the name of market share domination-right?

The Effie Report contains intelligence gained from the most recent marketing case studies submitted into the North American Effie Awards program, as analyzed by Millward Brown, a global leader in brand, media and communications research.

Anticipating consumers’ every move to conversion is essential to realizing a strong return on marketing investment (MROI), yet, pervasive methods for understanding consumer behaviors fall short in a multichannel environment.

StrongMail announced the results of its “2013 Marketing Trends” survey, which provides unique insight into how businesses plan to budget and prioritize marketing dollars in the new year. Respondents identified email marketing, social media and mobile as the most popular channels for receiving increased investment in 2013. The survey results also highlights the importance of managing big data effectively, as data integration is identified as the top email marketing challenge for 2013.

It’s been said that the average American is exposed to 3,000 advertising messages a day, ranging from emails to billboards. With that kind of ad overload, it’s not too surprising that 76% of consumers think ads are very or somewhat exaggerated, according to a new study by Lab42. (Some 3% think ads are “very accurate.”) This week’s infographic is full of insights from the study, including ways that marketers can make ads more convincing and palatable to consumers.

Brands are spending more time—and money—engaging with consumers outside of their brand sites on the likes of YouTube, Tumblr, Facebook and many other channels. As marketing efforts move to social networks and to content sites such as BuzzFeed, what happens to the brand’s dot-com?

It’s that time of year when we reflect on the year’s accomplishments and start thinking about what the next year will bring regarding today’s Networked Mom. Will marketing to moms look different? Will there be any less emphasis on her and her continuing power?