Marketing

‘m still not sure why Ad Age felt compelled to give a voice to hate. I mean, how else do you explain their decision to invite a bona fide prophet of hate to their upcoming “Media Evolved” conference?  Glenn Beck may be doing something interesting in media (according to Ad Age) but he’s still a racist.

Despite the aggressive holiday advertisements consumers have already seen this year, chief marketing officers at leading U.S. retailers are not drastically adjusting their holiday spending.

In a new global research report released today by IDG Research Services, two-thirds of the technology marketers surveyed said they expect their budgets to rise on average 3.5% next year compared to this year. Digital programs will capture half the spend with 58% on demand generation and 42% on branding. Events is second at almost 24%.

I recently read an article in another of the Latin American Market focused trade journals that interviewed a US Hispanic Marketing Director at the client level and two mayor New York Hispanic Agency based Media Planning Executives with most of their experience in mainstream advertising and Latin America respectively to give their opinions about the US Hispanic Market.

As of late I’m hearing in Hispanic communications circles much ado about whether or not marketers should pay Latino bloggers for posting brand-related content, product reviews, etc. While this topic has been fully addressed in mainstream circles, the issues take on greater complexities in the Latino blogosphere.

On Thanksgiving Day, many Hispanic homes will be filled with the familiar scent of turkey roasting, but the holiday preparations will also include other customary dishes that better reflect Hispanic heritage. Many Latinos may choose to follow American traditions and also opt to include Hispanic foods as part of the celebration. By Graciela Eleta – Univision Insights

This docu-series explores Latino identity in America and abroad. It takes you through the historical and social consequences of colonization and the complexities of identity among Latinos. Latinos as well as any African-descended people to anyone looking to learn more about the complexities of Latino identification. Available on HispanicCMO.com

TV can do a lot of great things for brands but it can also make you impotent–and I can assure you that I did not intend to spell “important.”  And that is what one is led to conclude after reading some of the reports coming out of last week’s beer distributors’ convention in Las Vegas.

Excitement over unexpected in-store deals has diminished as discounted prices become an anticipated part of the consumer products shopping experience, according to the Deloitte/Harrison Group annual American Pantry Survey.

With economic conditions heightening consumer sensitivity around purchasing decisions, retailers that design differentiated ‘experiences’ around their products and services can drive growth, profitability and lasting consumer loyalty, while also maintaining a price premium over competitors, according to a new report from PwC US, titled Experience Radar 2011: Retail Insights.

Ever wondered what makes Latinas so unique and memorable? With a majority bicultural-bilingual audience of women in the U.S., Latinas today display a unique fabric of traditional and conservative values combined with the spice of beauty and fearless attitude that make them stand out from the pack. This is why they are proud and no longer afraid to visibly share who they are and what they stand for in life, they are “Orgullosas”. By Lili Gil, Media Contributor & Managing Partner, XL Alliance

Available on HispanicCMO.com and HispanicPRpro.com

When a Walmart or P&G uncouples its multicultural budgets, is it time for MC agencies to tremble or cheer? More than anything else, the creation of autonomous MC budgets signals a welcome turning point-however nascent-in the branding community. The message, to our thinking, reflects an attitude change long overdue. MC budgets, like the MC marketplace itself, suffered a kind of second-class citizenship. The days of the entrenched, bifurcated view-dividing markets between multicultural and mainstream-are passing, if not already gone. And with good reason: MC population and purchasing power are growing far faster than the mainstream, in a marketplace reversal without equal in modern American commerce. By Yuri Radizevsky – Chairman and CEO / GlobalWorks Group

Blowing up multicultural silos seems to be the esprit du temps, or at least the theme of the last ANA Multicultural Marketing and Diversity Conference. Leverage your common multicultural insights across different consumer groups. Realize economies of scale. Develop marketing communications that appeal to multiple multicultural segments at the same time. Reflect in your organization the new mainstream and the demise of the so-called “general market.” By David R. Morse – President and CEO / New American Dimensions, LLC.

If media were a meal, college students would never get through the appetizer course. This slice of the millennial population consumes media by scattering its attention among multiple devices and diversions at once.

It’s no secret that the marketing world is changing. With digital channels reaching ever more consumers, more online ad and marketing formats being created to help reach them, and more measurability offered to marketers to justify the budgets they are devoting to new tactics, practitioners must stay abreast of a steady stream of new trends.

As the “poles” melt away, we need to elevate the multicultural conversation. By Christian Filli, Vice President of Strategic Planning, LatinWorks.

Marketers know that it is smart to target US Hispanics. The nation’s fastest-growing minority group, Hispanics wielded over $1.02 trillion dollars in purchasing power in 2010, and will spend $1.48 trillion in 2015, according to data from the Selig Center for Economic Growth at the University of Georgia’s Terry College of Business.

Speaking Tuesday at the ANA Multicultural Marketing & Diversity Conference in Miami Beach, Procter & Gamble Co. senior marketing manager Ida Chacón and Univision Communications senior vice president of brand solutions Graciela Eleta shared multiple cases studies that demonstrated the effectiveness of research, organizational structure and strategic planning when engaging Latino consumers through marketing opportunities. By Adam Jacobson