Marketing

In 2010, Toyota sought to find a way to enable Latinos to express their loyalty to the brand, as well as collective pride in their heritage. The company targeted Latinos living in the US through the “Somos Muchos Toyota” campaign—“We Are Many.” The campaign ran from June 2010 through March 2011 and was designed to spur consumers’ sense of pride in their community and to motivate them to project it to their cars.

A tighter economy is forcing consumers to become more educated about their finances and banks have the opportunity to mentor and help with more personalized counseling and convenient services, reports the Chief Marketing Officer (CMO) Council. DOWNLOAD Report Here.

Marketers’ use of newer media platforms to engage with customers – including online ads, social media, search engine marketing, search engine optimization, mobile and viral videos – has reached extremely high levels over the past four years, according to the latest study of newer media by
the ANA (Association of National Advertisers), However, marketers’ perceptions of the effectiveness of some of these platforms – namely online ads, search engine marketing, search engine optimizations and viral videos – have declined.

In the latest RSW/US & RSW/AgencySearch survey, “Agency & Client Perspective on Topics Related to Agency New Business”, marketers state that if they had a digital marketing need TODAY, they would be most likely to select a full service agency with strong digital skills over a digital-only firm.

It’s never been easier for consumers to unlock the value in past purchases. Novel brand buy-backs, exchange schemes, online platforms and mobile marketplaces offer smart and convenient options for consumers keen to “trade in to trade up”, alleviate financial strains (double dips, anyone?), and/or quell environmental and ethical concerns. DOWNLOAD Report Here.

Welcome to your media guide for my book, Brand Like a Rock Star. If you haven’t had the chance to get ahold of Brand Like a Rock Star, it is the product of my nearly thirty years of experience working in the world of rock ’n’ roll. Brand Like a Rock Star is a compilation of business lessons I have learned from some of the greatest bands in history. It will help you build a stronger brand and a more profitable business. DOWNLOAD Report Here.

Yahoo! and BBDO announced findings from a comprehensive joint quantitative and qualitative research study designed to establish best practices for brand storytelling in the new era of paid, owned and earned media (POE). As communications have evolved from one-way to two-way storytelling involving both the brand and consumer, marketers now face new challenges in their efforts to create more human relationships between their brands and these increasingly empowered consumers.

This is the case with The Luxury Marketing Council in New York City. The Luxury Marketing Council is a a business-building, revenue-generating organization, a community of CEOs and senior sales and marketing practitioners considered the global leader in the rapidly-growing arena of luxury marketing and the “Gold Standard” for the intelligent exploration of best marketing practices and trends in the luxury marketplace. With members such as Bentley Motors, Inc., Clarins, Tiffany & Co., Bergdorf Goodman, Cartier, Giorgio Armani Corp., Waldorf Astoria among many other prestigious brands and organizations, this month’s agenda focused on Latinos as a golden nugget for growth.By Lili Gil, Hispanic Market Expert, Media Contributor, Co-Founder XL Alliance

Available on HispanicCMO.com amd HispanicAccountPlanner.com

The top marketing challenge for marketers is: “Acquiring a large number of new customers,” which was followed closely by “Increasing retention rates and revenues from current customers,” as “Increasing the quality and quantity of leads for field sales forces” was third. DOWNLOAD Report & View Presentation Here.

Lets be honest here, when you are standing in front of the 100s of different shampoos on the shampoo isle at the store trying to determine which to purchase, what are you really thinking about? Did you spend time at home researching shampoos to find the best choice for you? What do you actually base your decision on? When most of us are faced with deciding between seemingly homogeneous products, we base our purchase decisions on differentiation created through branding. We don’t have the time or energy to become truly informed purchasers on products as cheap and indistinguishable as shampoo. We have no idea what the chemical differences between the products are. All we really have are brands. DOWNLOAD Report Here.

Everybody’s talking about customer analytics and how they can help companies market more effectively. But for many marketing professionals today, there’s a gap between theory and execution – and it’s getting wider every day. This paper is designed to give managers and other marketing professionals an introduction to applying analytics to marketing so you can significantly improve outcomes. It explains not only why you need to make this shift to analytically driven marketing strategies and plans, but also how you get started and what kinds of tools you need to develop and execute plans. You’ll learn about building an analytical framework for marketing that will help you. DOWNLOAD Report Here.

Airlines clearly have a financial incentive to maximize revenue through their direct Internet channel. The friction between airlines and distributors will continue, as carriers try to regain control over customer relationships and encourage travelers to use the less expensive distribution channels. One powerful way to increase customer loyalty and services is for carriers to become Internet travel retailers.DOWNLOAD Report Here.

Media buzz in recent years has been directed at the power of social communities like Facebook, influencer segments and viral marketing. This has largely operated against a backdrop in which traditional media is increasingly viewed as being less impactful — given the seemingly endless media choices, time shifted viewing and simultaneous media usage. All this is validated in observed declines in English-language media ROI. By Jeffrey Todder – Univision Insights Blog

Over the past 12 months we have seen a significant rise in interest in “engagement” marketing, in direct correlation with the rise in interest around Social Media Marketing. In continuous discussion with marketers and consumers, there are several trends that are worth discussion. DOWNLOAD Report Here.

A new study issued by KN Dimestore and SocialVibe shows that incentivized advertising works to drive active attention to a brand message and significantly increases brand perception and purchase intent. According to the study, more than 90 percent of people pay active attention to the brand message when interacting with incentivized engagements, and brand perception rises an average of 38 percent after completing the engagement.DOWNLOAD Report Here.

At the fictional Sterling Cooper ad agency in “Mad Men,” Pete Campbell urges a client to “take a look at the Negro market.” In the TV show the year is 1961. It’s a reminder that the push to understand and target consumers on the basis of their ethnic identity goes back decades. By Stephen Palacios – Cheskin

Olivia Vela, Director of Multicultural at Dr Pepper Snapple Group, discusses how her organization uses in culture and in language messages to target bilingual Hispanic youth. Find out other ways DPS is winning with this consumer and growing sales.