Marketing

A new study by Horn Group and Kelton Research – called The CMO Challenge – finds marketing executives relying on agencies more than ever as strategic partners who push for innovation and provide streamlined communications services. Available at HispanicCMO.com

Leading a “life untethered” is no longer the sole terrain of early-adopters and savvy technophiles. As mobile technologies are embraced by a wider audience, a new mobile class has emerged… DOWNLOAD Report Here.

How are leading CPG brands performing in today’s difficult economy? The answer is mixed. Our data shows that, as a group, the Top 100 Brands within the Catalina Network grew only slightly during a 52-week period ending mid-year 2011. Our findings also show that revenues could have increased far more significantly had brands held onto their loyal consumers. For the average brand, the lost opportunity due to loyalty declines and defections was nearly four times greater than its growth in sales. DOWNLOAD Report Here.

New results from The CMO Survey indicate that companies continue to spend heavily on social media. All spending numbers are on the rise among the U.S. companies that took part in the August 2011 survey. Executives reported their companies are currently spending 7.1% of their overall marketing budgets on social media. This percentage is expected to increase to 10.1% over the next year and to 17.5% in the next five years. DOWNLOAD REPORT HERE.

Latinos are currently the fastest growing consumer group in the United States, challenging marketers and demographers to take a fresh look at what it means to be—or become—an “American.” The demographic buckets commonly employed in market research do not really reflect the Latino experience, nor are they capable of sorting Hispanics into meaningful, actionable segments. Yet, reaching and engaging Latinos is a critical objective for brands today, and will continue to be so for decades to come. It is a real dilemma for marketers, and one that we have experienced firsthand at Communispace. DOWNLOAD Report Here.

With holiday planning already underway, retailers are looking for different ways to reach consumers and drive sales during the 2011 holiday season. Typically, retailers play to the traditional themes of the season to engage with consumers. However, new data released by Motista suggests that retailers should look beyond the traditional set of holiday emotions such as family and giving to understand what’s really motivating consumers to spend more.

Today’s auto world is ripe with new opportunity for marketers since some brands have permanently left the scene and others have reduced their investment. The question is: which will be the ones to significantly grow their share of market? Chances are it’ll be those that make Hispanics – the youngest and fastest-growing consumer segment in the nation – a business imperative. By: Paul Sellers, Vice President of Automotive at Univision Communications Inc.

The Direct Marketing Association (DMA) released its Quarterly Business Review (QBR) for the second quarter of 2011. On this report, DMA partnered with Winterberry Group, a leading strategic management consulting firm that helps advertising and marketing companies build shareholder value.

“We want to target acculturated Hispanics.” “Our general market campaign already reaches acculturated Hispanics.” “Spanish language advertising won’t be needed when Hispanics become acculturated.” These are some of the common challenges to Spanish language media and Spanish language advertising, yet they represent a fundamental misunderstanding of the acculturation process among American Hispanics. Language use and acculturation are not synonymous, and the process of acculturation is fluid. Elizabeth Ellers – Univision Insights Blog

Lucy…. I’m Home! Those 3 simple words ended up being 3 of the most infamous words in television that not only introduced TV viewers to one of the most famous comedy sitcoms in history, but that also introduced viewers to Product Placement and Branded Entertainment. DOWNLOAD Report Here.

The topic begs discussion when recognizing that, generationally and culturally, half of ALL Gen Z consumers (46%), and 40% of Gen Y and Gen X consumers are multicultural. Conversely, 66% of Boomers and 80% of Seniors 65+ are Non-Hispanic White. By Terry J. Soto, Author of “Marketing to Hispanics A Strategic Approach to Assessing and Planning Your Initiative” and President & CEO of About Marketing Solutions, Inc.

Business is moving again. As new products are hitting shelves around the world, new promotions are not far behind to capture the attention, imagination, and most importantly, share of wallets of more choosy, cautious, and savvy customer. Marketers are rightfully hyper-focused on sales support and driving business, deploying new tools and consumables to be leveraged across field sales, in-store, and point of purchase environments. DOWNLOAD Report Here.

In my last article, “The Growth Handicap: Cultural Competency and Strategic Readiness,” I suggest that many U.S. corporations are operating with significant handicaps because they aren’t aligned with today’s consumer landscape. Their vision, mission and values fail to deliver across the board. By Terry J. Soto, Author of “Marketing to Hispanics A Strategic Approach to Assessing and Planning Your Initiative” and President & CEO of About Marketing Solutions, Inc.

Last week, I presented one of the general sessions at the Hispanic Retail 360 Conference held at the Hilton Torrey Pines in La Jolla, California. My presentation was titled the 4Cs of Hispanic Market Retailing. I listened to two and a half days of interesting market insight presentations focused on the 50 million Hispanic market size, engagement, connection and relevant Hispanic market reach. By Terry J. Soto, Author of “Marketing to Hispanics A Strategic Approach to Assessing and Planning Your Initiative” and President & CEO of About Marketing Solutions, Inc.

Front line personnel from store managers to field marketing directors agree that marketing support materials are big contributors to the selling process. But there is still a massive amount of waste and obsolescence due to poor tracking, provisioning and just in time delivery of sales and merchandising materials to the field, reports the Chief Marketing Officer (CMO) Council.DOWNLOAD Report Here.