Marketing

Online consumers spent 33% to 45% of their monthly beauty and personal care budgets online, according to a March 2012 survey of online buyers in North America conducted by A.T. Kearney. Shoppers are using both etailers and brick-and-mortar stores to purchase these types of consumer packaged goods, meaning that brands need to step up multichannel marketing efforts to reach their clients wherever they are buying.

Recently Univision held a “Hispanic 411: Insights to Grow Your Business” webinar that revealed the findings of a new study on Hispanic millennials. The results show how culture deeply influences millennials across social interactions, attitudes, purchasing behaviors, technology usage and media consumption. The webinar also introduced the Cultural Connection Index (CCI), the tool that measures whether a respondent has a high, medium or low connection to culture. By: Roberto Ruiz, Senior Vice President of Brand Solutions at Univision Communications Inc.

Last year Banco Popular, Puerto Rico’s largest bank, changed the lyrics to one of the country’s most popular songs in a bid to help end an almost eight-year recession. This week the campaign, created by JWT, won the Grand Prix Lion for public relations at the Cannes Lions International Festival of Creativity. Available on HispanicPRpro.com

The global study surveyed more than 798 senior executives worldwide, finding that more than half (58 percent) of C-level respondents consider the CEO responsible for new customer communications channels like social media and mobile.

I was fortunate enough to be able to attend Iconosphere 2012 in Miami Beach a couple of weeks ago. Among the interesting breakout sessions was one entitled: Generational Quasars: Exploring the Boomer-Millennial Hot Spot. I was intrigued because one of our clients is doing a lot of exploration into Millennials. As it relates to Alma’s field of expertise, the Hispanic market, I think the topic is very complex because Hispanic Millennials are extremely heterogeneous but that’s not what piqued my interest about the breakout session. By Henry Gomez- Director of Strategic Insights / Alma

When it comes to making their voices heard to businesses, customers are showing they’re not shy about taking to the web. An April 2012 survey of US internet users conducted by Maritz Research found that, overall, consumers preferred using email to making a phone call when they sought to provide businesses with direct feedback.

The number one life goal among Hispanic Millennials is to have a successful career, according to the 2011 Maximo Report. But getting a start on that career is no easy feat: while young adults in general have been hit hard by the weak economy, Hispanics have been hit even harder.

For millions of Americans the tablet is their personal, no-pressure salesperson.

Most advertiser sweet spots fall in between the adult 18 to 49 demographic … yet among Hispanics, specifically; this demo is less culturally monolithic than ever. Major differences exist between adult Hispanic Millennials (18- to 29-year-olds) and Hispanics in their thirties. Although very close in age, these age groups are distinct from each other in ways that are essential for marketers and content developers to understand. Courtesy of Tr3s Insights

By Gonzalo López Martí / Atkins López Martí, LLC You started your own business. Welcome to the party. Face the music. And dance. You are on your own now. No more whining. No more excuses. No more finger pointing. You only have yourself to blame. Some assorted pieces of advice.

By Jorge Mercado – Associate Vice President, Marketing and Communications – Americas / Prisa Digital Another AHAA conference has come and gone and all in all, I feel that Roberto Orci, Horacio Gavilan and the entire team stepped up to the challenge.  There was definitely some headroom made with this year’s conference.  It was great to see some of the familiar faces as well as several new ones.

Univision Communications Inc. revealed the findings of a new study on Hispanic millennials that for the first time developed a comprehensive way to measure cultural connection and apply it to consumer behavior. The results show how culture deeply influences millennials across social interactions, attitudes, purchasing behaviors, technology usage and media consumption.

The “Big Data” conversation has gained momentum since late last year. An October 2011 study from McKinsey & Company found the greatest number of marketing executives worldwide (32%) felt the ability to generate and leverage deep customer insights was the most important digital challenge they faced.

A new report published by Catalina finds that only a tiny fraction of shoppers determine the success of new Consumer Packaged Goods (CPG) product launches. The report explores the purchasing behavior of more than 41 million US consumers and shows that on average, just 1.5 percent, or 1 in 67 shoppers, accounted for 80 percent of volume during a 12-month window following their introduction.

A new study released by global interactive marketing provider ExactTarget found more than half of America’s fastest growing retailers are missing opportunities to connect online and offline shopping experiences.

Hispanics represent one-in-five Smartphone users in the U.S., so it’s no secret that they’re active mobile consumers. Over 40% of Hispanics have Smartphones, and that figure is expected to rise to 63% by 2016. The driving force behind the surge in overall Hispanic usage is the Hispanic Millennial segment, representing a growing number of enthusiastic mobile adopters.

The most amazing products, with incredible advertising, in an impeccable store with the perfect assortment are nothing without one critical factor: shoppers. And, today’s shoppers are more unique, demanding and in control than ever before. They make individual decisions about what they will buy, how much they will pay for it and where they will go to get it.

comScore, Inc. released a report entitled Surviving the Upfronts in a Cross-Media World, an actionable guide for success in navigating the cross-media landscape during this year’s TV and digital upfronts. The report examines the maturation of the online video market as a supplement to traditional television advertising and the effectiveness of cross-media campaigns in television programming. Also featured in the report are actionable insights for advertisers, agencies and media buyers who are considering incorporating digital video formats to their media mix. Available on HispanicCMO.com

Shopper marketing has reached a tipping point. Marketers can no longer rely on converting shoppers into buyers the old-fashioned way, according to a new White Paper from Longboard Media. “Making Sense of Shopper Marketing” examines how multi-channel campaigns influence sales and extend reach by researching display campaigns with mobile extensions and analyzing them against in-store data provided by various retail partners.