Marketing

By Jose Villa / Sensis We hear the term “multicultural” a lot. Marketers, academics, and industry leaders love to talk about multicultural groups and the growth of America’s multicultural population — the various minority groups, including Hispanic, African-American, Asian, and “other” (Middle Eastern, European, South Asian, etc.) that are rapidly expanding in size and influence.

Culture is context. That is, culture is that loose and vague collection of values, symbols, rituals, habits, style and attitudes that characterize and distinguish a group of people. The amorphous and hard-to-finger qualities that differentiate the U.S. context from, say, the Japanese or Eastern Europe or Malaysian contexts all become key in how new platforms find a place within people’s lives.

Marketers commonly assume that investment in branding and advertising will increase sales, profits and brand loyalty, but a recent Nielsen study suggests that marketing dollars spent do not necessarily mean revenue realized.

The reasons that consumers “Like” businesses and nonprofits on Facebook and subscribe to their mailing lists are very similar, according to a new study conducted by Constant Contact, Inc. and research firm Chadwick Martin Bailey. The study, which details the reasons why and how consumers “Like” pages on Facebook and subscribe to email lists, also revealed that consumers are more likely to opt in to receive communications from local businesses than national businesses in email and on Facebook. DOWNLOAD Report HEre.

Distracted consumers still give marketers multiple chances to make an impression

In late February, three of us—Alex Pallete and Ramon Jimenez from the JWT Global Task Force and Will Palley, trends strategist for JWTIntelligence—rented a modernist flat in Barcelona and set about covering the Mobile World Congress 2012. For three and a half packed days, we made our way through keynotes, panels and 1,400 exhibitors, along with 67,000 attendees ready to network every corner of the impressive Fira de Barcelona—all of it presented under the promising line “Redefining Mobile.” DOWNLOAD Report Here.

The day is coming when retailers will have to optimize prices at the individual customer level, on the fly and in full view of everyone. Here’s a look at what that transition will entail. DOWNLOAD report Here.

Amid the fast and sweeping change that is transforming the retail and consumer goods marketplace, traditional industry players are struggling to keep up. In fact, many are already on the sidelines, watching their historically loyal shoppers be tempted by more choices than ever before and influenced by new channels of interaction and the offers of new entrants. DOWNLOAD Report Here.

NPD recently cited the Hispanic population “among the factors that will shape the restaurant industry in 2012 and beyond.” So, how do you build marketing campaigns that will get Hispanics in the door? What menus and environment will create brand loyalty? Univision commissioned Burke to conduct primary research to answer these questions and more. REGISTER for Webinar Here.

Marketers buying print or TV ads are often stuck with the same creative for the entire campaign lifecycle, even if periodic brand-health metrics show low favorability toward the campaign or poor ad recall.

The United States is a consumer-driven market in which race and ethnicity are blended into consumers’ buying habits and behaviors. By Angie (Yen-chun) Chen – Student – Center for Hispanic Marketing Communication Florida State University

Leave it to that urban legend among Latin immigrants in the U.S.–especially those from Mexico–that Coke bottled in Mexico is better than the one bottled in the U.S.
By Manny Gonzalez

Available on HispanicCMO.com

Gaining increased retail shelf space can provide a major boost in driving sales growth for the brands and product portfolios of consumer packaged goods (CPG) manufacturers. Yet, increased shelf space—which requires significant retailer support—can be difficult to achieve.

From the unstable economy and stubborn unemployment rates to frugal consumers and high commodity prices, there has been endless discussion around the challenges facing CPG marketers during the last few years. All is not doom and gloom, though. The latest research from SymphonyIRI Group’s Times & Trends, “CPG 2011 Year in Review: The Search for Footing in an Evolving Marketplace,” uncovers several exciting trends taking place in everything from new product development and technology to store layouts and consumer shopping patterns.

You can’t ignore 48.5 million people. That’s how many Hispanics resided in the United States as of July 1, 2009, according to the U.S. Census Bureau. By 2015, Hispanics will increase from 13% to 16% of the U.S. population, and their spending power will increase from $1 trillion to $1.5 trillion, according to recent research by Yahoo! and Mindshare. REGISTER for FREE webinar tomorrow HERE

Adam Shlachter has spent more than a decade developing digital marketing programs and solutions for brands. Since joining MEC in 2006, he has worked with clients that include Macy’s, KFC and Ikea, and has managed agency relationships with partners such as AOL, CBS Interactive, Facebook, Google, Hearst Digital, Yahoo! and Microsoft.

Traditionally, retailers have been the middlemen between consumers and brand manufacturers, but these roles are becoming more fluid with the rise of ecommerce. Consumer goods companies have started selling to shoppers through direct online channels, and in the process are gaining access to valuable market research data.

By Xavier Mantilla | Director of Sales – RedMas In the last 24 months we have seen a shift in the way brands and general market media agencies have come together to work with Hispanic media companies in order to reach these valued consumers. However there are huge shifts in behavior that most of us that work in the media space are yet to face. For a long time we always used terms like “targeted content” to mean Spanish language media (planning and buying), however, when we spend upwards of 90% of our budgets on Spanish language only

AMG Strategic Advisors, a recently formed strategy and insights consulting unit of Acosta Marketing Group (AMG) has released the results from its comprehensive Trend Behind the Spend: A Study of Trade Promotion and Merchandising Spending in the CPG Industry. The report analyzed key indicators that reflect today’s retail environment as well as emerging trends in CPG and retailer marketing – making it one of the industry’s most robust reports to date. The results include actionable steps for maximizing marketing budgets, gaining a competitive advantage and leveraging trends. DOWNLOAD Report Here.