Marketing

Chief marketing officers (CMOs) want to have greater influence in setting business strategy, and they feel an increasing need to raise their technology IQ, according to a new global CMO survey by Heidrick & Struggles and Forrester Research, Inc.

A new global study commissioned by Weber Shandwick found that the company behind the brand is critical to consumer purchasing decisions. Seventy percent of consumers surveyed avoid buying products if they do not like the parent company. Executives agree — in fact, 87 percent say that “a strong corporate brand is just as important as strong product brands.”

Last week, close to 150,000 consumers and professionals descended on Las Vegas to take part in the Consumer Electronics Show, the world’s largest consumer technology tradeshow. By: Roberto Ruiz, Senior Vice President of Brand Solutions at Univision Communications Inc.

Like a masterful tightrope walker, Hispanic mothers are always concerned with balance. As it is, they already straddle two cultures: they are experiencing and adopting American traditions while holding on to their Hispanic values, traditions and heritage. By Liz Sanderson / Univision Consumer Insights

Markdowns and cash rebates, a strategy of many brands and retailers today, may actually be eroding brand loyalty, COLLOQUY reveals in a report that should serve as a wake-up call for U.S. marketers. When asked if it pays to be loyal to a favorite brand, only 12% of U.S. consumers strongly agree and only 17% say loyalty programs are a “very influential” factor in determining a purchase.

On December 14, organizers of one of the nation’s premier live music events, the New Orleans Jazz & Heritage Festival, revealed the lineup for its 2012 extravaganza. Presented by Shell, “Jazz Fest” has become a two-weekend celebration of the best in American music. It has far outgrown its own name, and over the years has welcomed headline rock acts to the big stages.

“Your favorite beauty products are right here on Facebook,” tout marketers of cosmetics and toiletries as the global adoption of social media drives the outstanding growth in this emerging marketing method. Brands are rapidly moving ahead in the game with their social and mobile strategies to allow viral campaigns and create new consumer relations opportunities, but without dropping traditional marketing efforts, according to the new report Beauty Marketing 2011: U.S. Promotional Activities and Strategies Assessment by international consulting and research firm Kline & Company.

Mindshare Worldwide, an advertising and marketing services agency that is part of Group M and the larger WPP company, was one of the first global, full-service media companies. Norm Johnston, Mindshare’s global digital leader, is responsible for overseeing and expanding the agency’s digital capabilities and strategy. He also works the front lines, advising clients on digital campaigns and media plans. Johnston spoke with eMarketer’s Lauren Fisher about the importance of looking beyond media devices and advertising channels when crafting a multichannel campaign. Norm Johnston – Global Digital Leader / Mindshare Worldwide

How do you effectively leverage the online medium to build your brand? There are a lot of opinions floating around, but what really works? In December of 2011, Vizu partnered with Digiday to assess the potential for the medium in 2012 and identify best practices for getting the most out of online brand advertising. Our survey of over 450 brands, agencies, and publishers found that there is significant opportunity for the growth of online brand advertising in 2012, but the outlook could be improved if the industry works together to clean up the “metrics morass” in the online medium. DOWNLOAD Reports Here.

Reaching consumers wherever they are has become increasingly complicated with the proliferation of media platforms. The online industry’s continuing reliance on impressions, click-throughs and other metrics unique to the web has prevented true cross-platform comparisons. To-date, limited information has prevented marketers from understanding the audience exposed to their online ads, and an impression-based focus has allowed frequencies to reach levels that are causing waste and inefficiencies. DOWNLOAD Report Here.

Almost one in three U.S. TV households – 35.9 million – owns four or more televisions, according to a new report on media usage from Nielsen. Across the ever-changing U.S. media landscape, TV maintains its stronghold as the most popular device, with 290 million Americans and 114.7 households owning at least one. In contrast, 211 million Americans are online and 116 million (ages 13+) access the mobile Web. DOWNLOAD Report Here.

For most Hispanic marketers, branded entertainment campaigns and event integrations tend to be limited to the usual Latino events and award shows. However, Post Honey Bunches of Oats is taking a unique twist to kick off 2012 with the People’s Choice Awards. With a vision for total market planning, leveraging resources and realizing that Latinos are navigating the bicultural and bilingual entertainment-waters, the cereal brand has ventured to bring some Latino flavor and crunch into a “general market” show. By Lili Gil, Media Contributor & Managing Partner, XL Alliance

Available on HispanicCMO.com, HispanicPRpro.com and HispanicAccountPlanner.com

By 2016, marketers will spend $77 billion on interactive marketing — as much as they do on television today. Search marketing, display advertising, mobile marketing, email marketing, and social media will grow to 35% of all advertising spend within the next five years. If those numbers don’t shock you, take a moment to let that sink in…

DOWNLOAD Report Here.

As an avid concertgoer, I can say that the difference between a good show and an awesome performance depends on the conversation between the fans and the stage. The closer you are to your idols, the more personal and intense the show gets. Similarly, a brand’s ability to deliver compelling messaging and achieve rock-star status depends on the conversation between the consumer and the brand. However, in today’s multicultural marketplace, proximity and volume alone no longer guarantee that everyone will hear a brand’s message. By Juan C. Mantilla, Strategic Planning Director – LatinWorks

The intense global media and regulatory scrutiny of the financial services industry is giving bank marketers pause for thought. Many are re-evaluating and assessing the best way to communicate, maintain customer confidence, and quickly respond to anxiety or fear, reports the Chief Marketing Officer (CMO) Council. DOWNLOAD Report Here.

Christmas is a religious holiday for most Hispanics, a festive occasion to celebrate with family. Throughout the Christmas season Hispanic families tend to mesh the traditions that reflect and preserve their language, values and culture with those from the U.S. – for their own unique take on the holiday. By Graciela Eleta – Univision Insights Blog

Luxury brands have always been a fascinating space and luxury brand marketing one of the most complicated ones. This paper attempts to decode what makes Louis Vuitton, Louis Vuitton; Chanel, Chanel – in simple words what makes a luxury brand desirable? What are the ingredients/components that make up a luxury brand? DOWNLOAD Report Here.

A new study released by Global Advertising Strategies (Global) analyzes two prominent trends in today’s healthcare and pharmaceutical marketing: the growing impact of multicultural population segments and their deep utilization of novel digital capacities. DOWNLOAD Report Here.

According to the Census Bureau, Hispanics accounted for 56% of U.S. population growth in the past 10 years; and their power already exceeds $1 trillion. Marketing effectively to this burgeoning audience requires a commitment to understanding its complexity. Here are 10 insights that can take your Hispanic marketing and research efforts to the next level. By Carlos E. Garcia / Knowledge Networks

As financial services professionals, we must understand the broader landscape of socio-economic trends in our country. The recession and economic upheaval of the last few years has illuminated the significance of small business owners in the U.S.