Marketing

Univision Communications Inc. revealed the findings of a study, conducted in partnership with SmartRevenue, that tracks the “Hispanic Path to Purchase” in the snacks and frozen foods categories. Discussed at a “Hispanic 411: Insights to Grow Your Business” webinar, the study zeroed in on the decision making process for Hispanics, beginning before they set foot in the store, until the actual purchase itself.

Selling consumer packaged goods online has been slow to take off, with ecommerce sales low compared to those in established merchandise categories like apparel or consumer electronics. But CPG sales are growing faster online than offline, and research indicates that manufacturers and online sellers will need to work together to continue to support this growth.

Higher prices, less promotional support, and soaring temperatures have contributed to declining U.S. consumer-packaged goods volume sales since the fall of 2011, with more downward pressure expected for the months ahead.

Bazaarvoice released the results of a new chief marketing officer (CMO) study conducted in partnership with The CMO Club that details how marketing executives are using social data across their organizations. The survey, which represents brands with more than $1 billion in annual revenue (56%) as well as smaller business-to-business (B2B) and business-to-consumer (B2C) brands, finds that almost half of CMOs have used social data to make predictions or forecasts, and nearly nine in 10 say this data has influenced their decisions. CMOs also drive this data beyond marketing, sharing data with other C-level executives (97.3%) and with functions, including sales (36.8%) and product management and development (35.1%). b>Available on HispanicCMO.com

According to Epsilon’s 2012 Holiday Trend Report, creating pre- and post-holiday strategies that leverage consumer segmentation strategies will help marketers break through the holiday noise and drive online and in-store purchases. Based on analysis of the 2011 holiday season, the research examines channel specific trends, the days of the week and weeks that are best for reaching consumer as well as how these trends compare to previous years.

Whether targeting customers or prospects, marketers sometimes use pronouns that suggest a partnership between their brand and the people they’re talking to. Think of “Together, we can make a difference,” the slogan Whole Foods uses to promote bag reuse, or Wells Fargo Bank’s “Together we’ll go far” slogan. A set of experiments in press at the Journal of Consumer Research, which examined messages from banks and a health insurer, shows that these types of messages do shape attitudes toward brands, but not always as marketers intend.

There is great motivation for brands to invest more public relations and marketing dollars into the established American Hispanic markets. However, the following points leave little room to second-guess the benefits of investing in “emerging” U.S. Hispanic markets. By Richie and Lucia Matthews / DIÁLOGO

Marketers’ use of newer media has exploded in recent years, with once unheard of channels claiming a firm place in marketing tool chests. However, the inability to prove ROI has done little to instill marketer confidence in these channels, according to the ANA (Association of National Advertisers) 2012 Digital and Social Media Survey. Available on HispanicCMO.com

Seasoned or not in multicultural marketing, most marketers and business leaders quickly point to the Mexican-American market as the key source of Hispanic growth in the U.S. By Lili Gil, Business Strategist, Cofounder XL Alliance and Media Contributor

This month, Tr3s wraps up the 8th season of the hit show “Quiero Mis Quinces”, which targets bilingual/bicultural Latinos. The unforgettable quinceañera party of New Jersey identical twins Saned and Camille, featuring risqué dance performances ranging from burlesque to hip-hop, as well as sexy costumes, is showcasing one of the many experiences for Latinas celebrating their fifteenth milestone. In some cases however, the tradition is no longer limited to young women: new trends show a growing number of boys wanting to have their own quinceañero parties, as well. By Insight Tr3s

A new study from Accenture finds that the threat of store-brands – also known as private-label or generic products – to brand-name products is not going away.

Online ad spending by the US media and entertainment industries will rise from $2.77 billion in 2012 to $4.34 billion by 2016, according to a new eMarketer report, “The US Media & Entertainment Industries: Digital Ad Spending Forecasts and Key Trends.” “As more consumers turn to the internet for news and entertainment, advertisers are using digital campaigns to raise awareness, generate buzz and encourage online sales.”

Latinum Network just wrapped up two Total Market executive roundtables co-hosted by Discovery Communications and AARP.

An associate in our company sent out this article about Gen We, the next generation of consumers that are just coming in to buying power. I thought the article was very interesting and educational, however, it pointed something out to me that worries me a bit about this new group. The way they have grown and still are growing up is causing two things to happen that can be a detriment to them as a generation. By Joe Zubizarreta – CEO of Zubi Advertising

Courtesy of Zubination

At Nielsen’s Consumer 360 Conference, speakers and attendees discussed the attributes, inclinations, and behaviors various consumer groups in the U.S. In a session titled “Marketing that Matters,” three unique consumer groups were identified and analyzed to provide a fresh perspective on the opportunities these segments represent for marketers.

At E3, the Electronic Entertainment Expo, Univision announced that it will launch its UVideos digital network as an application on Xbox 360 Live Gold later this year. The UVideos application will allow audiences to discover, interact and watch the best programming from Univision’s portfolio of television networks. UVideos will be optimized for the Xbox 360 console, taking advantage of Kinect to give viewers an immersive experience and will feature social discovery, allowing users to see what their friends are watching or follow their favorite Univision personalities. By: Roberto Ruiz, Senior Vice President of Brand Solutions at Univision Communications Inc.

The challenge for brands and marketers is figuring out how to tap into and engage this emerging market in order to grow along with these multicultural consumer groups. In fact, despite the opportunity these consumers present, there is still a lack of products being developed specifically for these consumers, and advertising spending directed at these audiences continues to lag.

On average, Hispanics visit convenience stores (c-stores) more frequently on a monthly basis compared to non-Hispanics, according to a recently released report by The NPD Group. The NPD report, entitled The Hispanic Convenience Store Shopper, finds that Hispanics overall made almost two more visits a month than non-Hispanics to major oil chain convenience stores, and nearly one more visit over a 30-day period to traditional c-stores than non-Hispanics.