Marketing

The U.S. Hispanic market has come a long way since its early beginnings as a media audience that was solely defined by language and targeted by traditional means. By David Chitel (CEO & Founder, NGL Media / Chairman, NGLC). To read more CLICK above on El Blog

For many companies the daily pace of doing business leads them away from the core values of their brand concept. But they can re-discover the power of their brand by identifying lost elements and determining whether it’s best to return to the original concept or to adapt it to a changing marketplace. DOWNLOAD Report Here.

The NPD Group, Inc., a leading market research company, released the 2011 edition of its Brand Landscape Report. This report is part of NPD’s The Retail & Brand Landscape Series 2011 and is a syndicated market research report that takes an in-depth look at what goes into purchase decisions being made by today’s shoppers.

Product Red helps brands support charitable causes.Almost every major US brand supports charity in one way or another. Some companies have built such strong associations with the charitable causes that we immediately recognize the causes they support: McDonald’s has Ronald McDonald House, Wendy’s supports adoption, General Mills offers Box Tops for Education. Project (Red) has unified brands like Apple, Dell, Gap and Starbucks to support AIDS charities though purchase of (RED) labeled products (with little help from Bono, of course.)

As a an avid fan of the US National Team, and member of the American Outlaws supporters’ group, I was appalled by some of the things I had read regarding fan behavior towards American fans at the Gold Cup final. This was neither the first time the US faced Mexico at an important match nor at a top tier Hispanic market. The beer and objects throwing, jeering of the national anthem, foul language, etc…are just inexcusable forms of behavior regardless of the circumstances surrounding the event. Most disconcerting is the fact that this happened within our own walls, not in Mexico or Central America. By Oscar Allain / Octagon

Millions of dollars are spent developing and launching new products each year, but the reality is only 10 percent will succeed. While this has been the accepted norm and considered the “cost of doing business,” a new approach unveiled at Nielsen’s U.S. Consumer 360 conference improves the likelihood of new product success to 75 percent. Read more and download study at HispanicCMO.com and HispanicAccountPlanner.com

With the explosion of social networks, mobile devices, and micro sites, marketing executives are challenged to gain a truly integrated view of customer behavior across the range of established and emerging channels. Read more and download study at HispanicCMO.com, HispanicPRpro.com and HispanicAccountPlanner.com

Some large national advertisers have tapped daily deal sites or mobile check-in services like Groupon and foursquare to take part in the hyperlocal ad market, but many see those options as primarily benefiting small local businesses that need them to get traffic in the door. Large brands do want in on the local action, though, research suggests. Available at HispanicCMO.com

Service providers in several vertical industries are not meeting their customers’ needs for personalized, relevant communications, research indicates. Customers are dissatisfied with a lack of personalization and targeting and believe businesses don’t care about their needs.

The 2010 Census confirmed something Nielsen has been noting for some time: multicultural consumers are rapidly becoming the majority in the United States and their buying power is significant. Understanding their purchasing and media habits is the next big challenge/opportunity facing marketers and brands today. Taking a deep dive into data and trends within the African American, Asian American and Hispanic communities, Nielsen’s Claudia Pardo laid out compelling statistics and a demographic framework shaping the future. It’s clear that marketers and brands will be forced to rethink their perspective — and their share of spend — when it comes to multicultural groups. Available at HispanicCMO.com

Retailers and manufacturers are caught between shrinking margins due to rising commodity costs and price sensitive consumers. In this scenario, retailers and manufacturers need to collaborate and find creative ways to spend promotional dollars that result in true market expansion and category growth.

In today’s fragmented media landscape, where entertainment programming and content is accessible across all digital platforms, advertisers need to plan and allocate ad budgets as efficiently as possible. For advertisers, this means utilizing advanced media analytics to plan campaigns and ensure the right message gets to the right people. At Nielsen’s Consumer 360 client event in Orlando Florida, Paul Swiontkowski and Kim Stanford from Microsoft shared how they efficiently delivered television ads to the viewers most likely to respond to Microsoft’s message.Available on HispanicCMO.com and HispanicAccountPlanner.com

Nielsen’s Steve Hasker addressed attendees at Consumer 360 in Orlando with a focus on how technology evolution and consumer demand has challenged marketers to keep up.

Companies and executives across all industries hold different beliefs on the primary drivers of innovation, but according to Hasker, for consumer-facing companies, the most important driver of innovation is an ability to secure a unique and comprehensive understanding of the consumer.Available on HispanicCMO.com and HispanicAccountPlanner.com

Retailers can successfully shape perceptions about their brand by creating and executing marketing programs with the same creativity and discipline as manufacturers. In its journey to rebuild its brand in a differentiated and relevant manner, Walgreens has achieved milestones that offer other retailers important lessons in brand building. Kim Feil, CMO, Walgreens describes the practices that helped rebuild the brand. Available on HispanicCMO.com and HispanicAccountPlanner.com

Digital transformation is connecting billions of people worldwide, empowering consumers and enabling consumer packaged goods (CPG) companies to manage the enterprise more effectively and efficiently to drive growth, according to Thriving in a Connected World, the Grocery Manufacturers Association (GMA) and PwC US 2011 Food, Beverage, and Consumer Products financial performance report.