Marketing

Added Value recently undertook to understand the role of the CMO in today’s businesses and the challenges these executives face. In part 1 of this 2 part series senior brand consultant, Alison Tucker, takes a top line look at the changing role – and priorities – of the modern CMO.

An advertising industry first, Ogilvy & Mather’s Cross-Cultural Report: Findings provide new model to help brands build value and relevancy for “The New General Market”. To read more and view presentation at HispanicCMO.com

Any brand has numerous stakeholders in its marketing messaging and positioning. But whether those stakeholders cooperate to develop brand messaging and campaigns is another question.

The Chief Marketing Officer (CMO) Council announced the launch of the Content ROI Center, a new strategic interest community dedicated to the evolving discipline of content marketing. The center was formed to audit and assess the current state of content marketing while advocating for best practices to improve its quality, influence, and ROI.

The multicultural agency world has grown very sophisticated over the years. However, the fact remains that multicultural agencies continue to have a strong Spanish-language and Spanish language media focus. One could argue they have been pigeon holed into the Spanish language realm because many marketers equate multicultural and especially Hispanic marketing with the Spanish language. By Terry Soto, Author of Marketing to Hispanics A Strategic Approach to Assessing and Planning Your Initiative and President and CEO, About Marketing Solutions, Inc.

When it comes to corporate social responsibility (CSR), consumers want more than aspirational mission statements. According to the newly released 2012 Cone Communications Corporate Social Return Trend Tracker , 84 percent of Americans hold companies accountable for producing and communicating the results of CSR commitments by going beyond the mission to robustly communicate progress against well-defined purpose.

Brands are looking to content marketing both to deepen engagement with their customers and prospects and to break through digital marketing’s clutter and audience indifference, according to a new eMarketer report, “Best Practices for Content Marketing: Engaging Consumers Across Multiple Digital Channels.”

This paper, created from the survey results of more than 300 companies, explores the importance of the holiday shopping season for online businesses, the preparations they make generally and the impact the holidays have on the live chat implementations present on the respondents’ sites.

The Retailing Today annual Insights issue, in conjunction with Chain Store Age and Nielsen, provides insights into market moving trends and a thought provoking view on where the retail and consumer packaged goods industry is headed in 2013.

A question that frequently arises when brands or agencies consider an investment in a marketing attribution solution is how to calculate the return on that investment.

Our Restaurant team joined hundreds of operators last week at the 53rd Annual MUFSO (Multi-Unit Foodservice Operators) Conference in Dallas. The event’s tagline “where foodservice leaders meet,” describes just the tip of the iceberg of this much-anticipated event. There was learning, innovation and discovery involved, too. We heard from Brad Taylor, vice president of Customer Marketing at Coke, about how he believes mobile is a critical marketing tool. He singled out the brand’s freestyle initiative – 100 plus flavor drink dispensers found in restaurant locations around the country – as a compelling case study. Firehouse Subs’ Social Media Manager Melissa Simpson shared how programs like “Meet & Eat” and “Dinner with the Founders” have helped increase customer acquisition and retention and develop brand evangelists. By: Peter Filiaci, vice president of Brand Solutions, Univision Communications Inc.

Understanding the Hispanic / Latino identity remains the key to connecting with the Hispanic consumer but this is not as straightforward as it may appear as the Hispanic population is quite diverse. One of the issues that marketers have to take into account is the varying levels of acculturation of Hispanic consumers.
Presented by: Neleen Leslie / Florida State University student

For brands, the ideas of copying and innovation are seen as diametrically opposed, innovation by its very nature is the antithesis to copying. That’s wrong.

Understanding brand positioning and techniques for effective brand positioning. First some clarification may be needed of what we mean by brand positioning as even within the Marketing industry there is no standard definition. Some people will call it brand architecture, brand essence, brand key/onion/house… call it what you will, what we mean is the process of setting out what a brand promises to and should stand for in the eyes of its target consumer.

When it comes to retail, no channel has more than convenience – and the U.S. convenience industry remains on a roll. More than 8,100 convenience stores (C-stores) have been added nationwide since 2005, bringing the total to 148,764. In fact, there are more C-stores than warehouse clubs, supercenters, dollar stores, supermarkets and drug stores combined.

While some may point to the 2000 Census as the tipping point that brought Hispanics to the forefront of the American consciousness, I’d like to think it was Ricky Martin’s show-stopping performance at the 1999 Grammys and his subsequent #1 hit La Vida Loca that actually first made Hispanics appealing to Americans and proved to Hispanics that they no longer needed to be a silent minority. BY Angela Rodriguez, Director of Strategic Insights at Alma

As the multicultural market continues to grow, 87 percent of marketers are either increasing or maintaining spending on all multicultural media compared to last year, according to an ANA (Association of National Advertisers) member survey. Additionally, 84 percent of multicultural marketers are growing or maintaining budgets specifically for newer media platforms.