Marketing

In the past decade or so I’ve had the opportunity to be a part of several Hispanic market opportunity assessments. The purpose of these studies has mainly been to determine how pre-existing (general market inspired) brands can enter the Hispanic market. Every case has been different, and all have been highly complex.

A new survey from the ANA (Association of National Advertisers), has found nearly two-thirds of client-side marketers-63 percent-plan to participate in branded entertainment projects in 2012, making branded entertainment a common marketing strategy for many companies.

How Experience Brands Align Their People and Achieve Better Outcomes. DOWNLOAD Report Here.

In addition to the traditional outlets of TV, radio, print and out-of-home, we now have digital, social media, word-of-mouth, mobile and countless variations on each of these. The staid metrics of reach and impressions simply lack the same clarity they once had when spread across a now endless myriad of channels and type of marketing activities. Smart marketers like Coca-Cola CMO, Joe Tripodi, see the need to move away from impressions as it no longer is a good barometer of the impact that marketers seek. DOWNLOAD Report Here.

Beyond product placement: film, TV, music, games, the arts, engagement by immersion in very rich environments, the rise and rise of Facebook, plus other engaging socials, eg crowdsourcing, social TV, all very sharing. DOWNLOAD Report Here.

Before we can talk about multiple instances of it, we need to define what “culture is.” From the latin word colere, meaning “to cultivate,” the term has seen many different incarnations throughout time. Alfred Kroeber and Clyde Kluckhohln compiled 164 definitions of “culture” in 1952 in Culture: A Critical Review of Concepts and Definitions.

Last week I wrote a blog for Ad Age exploring the implications of the Pew Hispanic Center’s announcement that the growth in the U.S. Hispanic population will be — and has been for the last ten years — mostly driven by those born in the United States. They are what David Chitel calls “Next Generation Latinos.” It is they and their children who will generate the exponential growth that we all talk about.

David Morse is president-CEO of New American Dimensions and the author of Multicultural Intelligence: Eight Make-or-Break Rules for Marketing to Race, Ethnicity, and Sexual Orientation

Available on HispanicCMO.com and HispanicAccountPlanner.com

In today’s participatory culture, customers want meaningful relationships with the brands they care about. Innovative companies are rising to the challenge, realizing that customer collaboration is vital to keeping a competitive edge.

As I get ready to attend the 2011 National Council of La Raza Family Expo and Convention in DC this weekend- a major focus for the organization is ensuring that Latinos nationally do not get pushed out of the middle class due primarily to losing their homes via ongoing foreclosure and a lack of affordable housing. The debate surely will be a lively one during the session Economy Town Hall: “Giving Up the Middle Class – Not so Fast!” You can watch it via live streaming and understand the issues more clearly. By Cristy Clavijo-Kish

There is no doubt that U.S. store brands benefited greatly from the Great Recession of 2008-2009. The quality of today’s store brand offerings coupled with more value-conscious consumers looking to stretch their dollars ignited a sales boom. In the U.S., private label sales increased 1.8 share points from the end of 2007 to the end of 2008 to reach a 22.3 percent market share.

s most companies embark into their business planning cycle for 2012, many are still wondering what ought to be their next big play, trend, opportunity to differentiate and climb out of the recession. Would it be an iPad app? An increased focus on “green”, exploring emerging markets or introducing an all-natural low-calorie product? While all of these seem enticing and trendy, when it comes to the hard numbers around contribution, growth and key drivers of volume in America’s top markets, we come back to one answer: LATINOS ARE THE ENGINE FOR GROWTH. By Liliana Gil, Hispanic Market Expert, Media Contributor, Co-Founder XL Alliance. Available at HispanicCMO.com, HispanicPRpro.com and HispanicAccountPlanner.com

Say goodbye to “Random Acts of Marketing” as integration, alignment, visibility and return on investment (ROI) all top the list of requirements for marketing performance improvement through 2011, reports the Chief Marketing Officer (CMO) Council in its latest State of Marketing Report.

Industry analysts have estimated US bank revenue to grow by five percent annually, but, according to surveys conducted by PwC US, major regulatory changes and shifts in consumer spending, saving and borrowing behavior are likely to depress revenue growth, increase operating costs, and squeeze profit margins in the retail banking sector, which accounts for one-half of US bank industry revenues.

The ANA (Association of National Advertisers) filed comments today expressing strong opposition to a proposal from an Interagency Working Group of four federal agencies that calls for sweeping restrictions on food, beverage and restaurant marketing to children 17 years old and younger. The Working Group, composed of the Federal Trade Commission (FTC), the Centers for Disease Control and Prevention (CDC), the Food and Drug Administration (FDA) and the U.S. Department of Agriculture, released its proposal on April 28th.