Marketing

Though it is important to note the growth of the multicultural markets in the U.S. as well as the overall marketing mix in relation to different cultures, it is the exploration of the influence cultures have on marketing and advertising that really brings to surface the urgent necessity of taking a multicultural approach to marketing in today’s world.

In the third chapter of her book “Communicating with the Multicultural Consumer: Theoretical and Practical Perspectives”, Barbara Mueller looks at culture’s influence in marketing to the multicultural consumer. She underscored the fact that culture plays an important role in shaping the values, attitudes and characteristics of consumers, which is a key determinant of behavior.

When was the last time you stopped to question some of the fundamental truths in digital media? Have you ever challenged common industry practices that may simply be riding the path of least resistance rather than fulfilling strategic imperatives?

Consumers have sounded a clear warning to brands in COLLOQUY’s latest research into the word-of-mouth (WOM) sharing practices of U.S. households: Bad news travels fast. DOWNLOAD REPORT HERE.

A crisis is afoot in marketing, and many marketing and sales professionals don’t know it. The price of their ignorance could be significant. Their inability to effectively market, sell and render quality customer services to the Baby Boomers and older customers may significantly affect the bottom line. The spoils will go to those who perceive the crises, understand the changing behavior of the markets, and outsell and out-service their competitors. Clearly, at approximately 114 million strong, the older customer is today’s target population, and, more so, tomorrow’s.

Transmedia has been a buzz word for a while, but it’s rapidly rising up the radar: Content creators are increasingly seeking innovative ways to develop stories that arc over platforms, providing consumers with multiple entry points. Our trend report this month explores why transmedia is bubbling up right now, how it’s significant for brands and where it’s going.

Read and download report at HispanicCMO.com

Today’s teens have grown up with the internet, and their status as digital natives places them in the avant-garde of internet and technology use.

As the Census figures on Hispanic keep trickling in, there’s one phrase that will continue to bring consternation to Hispanic marketing professionals and Spanish-language media execs: “but I don’t speak Spanish.”

There’s plenty proof that we US Hispanics are a bilingual nation. The real question is how we as marketers react to this reality. More often than not we have tried to impose our distinct backgrounds on an increasingly diverse Hispanic lot. The 1960’s radical, Abby Hoffman, offered some sage advice: “Do not try to impose your language on people you wish to reach.”

To read more CLICK above on El Blog.

“This is not the time to cut advertising. It is well documented that brands that increase advertising during a recession, when competitors are cutting back, can improve market share and return on investment at lower cost than during good economic times.”