Synaptic Digital and WPP’s Kantar Video announced the results of Scaling PR: The impact of Earned, Paid, and Brand Content, a comprehensive attitudinal study that discovered that consumer-buying trends are significantly impacted when newsworthy earned and paid messages are combined. Earned media is typically classified as editorial coverage resulting from media relations’ efforts whereas paid media broadly includes advertising and brand campaigns.
Marketing
BBDO and Microsoft Advertising Study: People carry ‘Lovers’ in their Pocket.
BBDO Worldwide and Microsoft Advertising unveiled findings from a global study presented at the 58th Cannes Lions International Festival of Creativity in Cannes, France. The goal of the study is to help marketers find “the next billion consumers” by exploring consumers’ emotional connections with television, PCs, and mobile devices.
Smarter with strategy: Flexing the value of Hispanic market intelligence.
Hispanic market intelligence work can be interesting to be sure. But where is the value if it isn’t consumed and acted upon by critical areas of the organization? In a recent project, I was brought on to conduct a market and competitive analysis, and to provide recommendations. Before the final presentation to senior leadership, the CMO asked the team lead if they’d gotten their money’s worth.
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. Available on HispanicCMO.com
Strategic brand building in the Hispanic market.
What does strategy, organization and infrastructure have to do with building my brand in the Hispanic market?
This is a question I often hear from marketers who have decided to start marketing to U.S. Hispanics. It usually comes from the assumption that in order to reach Hispanics, one needs only to create a relevant message and send it through relevant channels or start a diversity program. Sounds easy enough, but the line of disenchanted marketers who have gone this route only to discover it’s not quite so simple is a long one. Might you be one of them?
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. Available on HispanicCMO.com
The Growth Handicap: Cultural Competency and Strategic Readiness.
Imagine a country where its corporate leaders ignore or simply don’t know how to capitalize upon with one third of the country’s consumer market. Worse yet, imagine a country where the average age of the other two-thirds of the market is 47 years of age, grew only 10% in the past ten years, and whose spending in key household categories and overall market basket size declines precipitously every year they age.
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. Available on HispanicCMO.com
The 4Cs that lead to an Enduring and Successful Hispanic Initiative.
If you’ve got a Hispanic strategy that hasn’t managed to get off the ground, is going nowhere fast, is evolving ever so slowly or is being implemented piecemeal, don’t give up on it. The market is robust. Instead, address the four most common critical success factors: Commitment, Competency, Capability and Compensation.
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. Available on HispanicCMO.com
Growing up Tech: Digital Kids & their Families hold Key to Bright Future.
Consumer technology is in a constant state of evolution, but the adoption rate varies and the role it plays in families’ lives has become a controversial topic. Ogilvy & Mather, in partnership with leading consumer insights company Communispace, released findings from its new joint research study, ‘Tech Fast Forward: Plug in to see the brighter side of life,’ which takes a deep dive into the role technology plays in families’ lives today, exploring the mindset of tech-savvy kids and their families, as they pave the way for what lies ahead for consumers and brands alike. DOWNLOAD Report HERE.
73% of CEOs think Marketers lack Business Credibility: They can’t prove ROI.
73% of CEOs think Marketers lack business credibility and are not the business growth generators they should be: they are still too far from being able to demonstrate how the cross-channel marketing strategies and campaigns they deploy grow their organisations’ top line in terms of more customer demand, more sales, more prospects, more conversions or more market share. Available on HispanicCMO.com
How well do You really know your Audience?
This is a follow up to our blog “Should I Reach Out to Hispanics in English? Spanish? Or Both?”. If you read that entry, you’ll know that asking that question first is not the best approach. The focus has to be on the target audience/customer. They will dictate the language and the discussion. Your job is to find a way to be a part of that discussion. To read more above in El Blog
Golden age of the digitally empowered consumer.
It’s the golden age of the empowered consumer, with the demand for digital experiences increasing and becoming the norm, according to the latest Global Entertainment & Media Outlook 2011-2015 from PwC. In many markets the Entertainment & Media (E&M) industry emerging from the recession has been profoundly changed as the ongoing consumer migration to digital has accelerated due largely to the device revolution.
Young Children Consuming more Digital Media.
While children under age 10 still spend most of their media time watching television, they are increasingly being exposed to and growing more savvy at using a variety of digital channels. Kids are focused more on computers and mobile devices, engaging in an assortment of activities ranging from playing games and watching videos to social networking.
Americans want Gamification at Work and from Brands.
By some key measures, Americans are ready to accept games into some of the most important areas of their lives. In a new study by Saatchi & Saatchi S entitled “Engagement Unleashed: Gamification for Business, Brands and Loyalty,” 55% of Americans said they were interested in working for a company that uses gamification to increase productivity. VIEW REPORT HERE
Five Reasons for Using Spanish to Reach Hispanics Online
The release of the 2010 Census has re-ignited the debate about which language is best for reaching US Hispanics. With US born Hispanics now outnumbering foreign born Hispanics, the voices of proponents of using English are growing louder. Where do I stand in this debate, well it’s quite simple: Figure out the language preference of your target audience and use that language, be it English or Spanish.
When it comes to the Hispanic online market, most studies indicate that half of the 31 million Hispanics online prefer English while the other half prefers Spanish or are bilingual. Using common sense and some quantitative data from comScore, I came up with 5 reasons for using Spanish to reach online Hispanics.
by Lee Vann / Captura Group Available on HispanicCMO.com, HispaincPRpro.com and HispanicAccountPlanner.com
Coca-Cola turns a traffic jam into an outdoor cinema.
As infrastructure gets overtaxed, traffic jams are an increasingly anxiety-inducing feature of modern urban life. Recently, Coca-Cola set about to “transform long faces into happy faces” for drivers in standstill traffic in Bogotá, Colombia. The street became an outdoor cinema, with a big screen set up roadside (drivers could tune in to the soundtrack on their car radios) and workers dressed as old-fashioned cinema attendants delivering popcorn and Cokes to cars. Coca-Cola has made these types of fun surprises a habit in its “Happiness” campaign, most recently with the “happiness machine on wheels” delivery truck, handing out free beverages in poor neighborhoods. Available at HispanicCMO.com and HispanicAccountPlanner.com
Five Things to Know about Online Grocery Shopping.
While shopping online for consumer packaged goods (CPG) may have come late to the e-commerce party, it is a fast-growing sales channel. In 2010, U.S. online CPG sales reached $12 billion, representing about two percent of all CPG sales. That sales rate is expected to double in four years to $25 billion by 2014. Several market factors and forces are at play making CPG ripe for e-commerce opportunity.
Personalized Marketing brings Rewards & Challenges.
Personalized marketing campaigns demand a lot of work. Marketers must have a database sliced and diced in relevant ways and come up with the right creative for each group. But the payoff can be big, with personalized campaigns outperforming mass-market ones.
Mobile Marketing rising, Social Media Marketing needs Help.
IBM announced that mobile marketing is on the rise but social media marketing expectations have tempered, according to results from its global survey of marketers, titled “The State of Marketing 2011.” The sample, conducted by Unica, covered nearly 300 online and direct marketers across a wide range of industries, geographies, and company sizes. Available for DOPWNLOAD at HispanicCMO.com
Companies Integrating Marketing Efforts – – Questioning Effectiveness.
From Facebook to the phone book to ebooks, companies hardly lack available marketing channels.
But as companies disseminate budget and resources across multiple ad formats and channels, it becomes paramount for internal stakeholders to integrate messaging, programs and ad measurement to ensure a concentrated brand experience across mediums.
