Marketing

For most retailers, marketers and traditional “holiday” programs, the rush of the shopping season has ended. However, if you want to truly connect to the essence of las navidades (the holidays) for us Latinos, the window of celebration and events is not over yet. While most American kids have already exchanged Santa’s milk and cookies for gifts, our kids still await the Three Kings with a little water and fresh grass for the camels. Día de los Reyes is yet to come on January 6th…so, closing shop on the 25th may be too soon. Is your brand ready? Does your promotion acknowledge the great window of celebrations that most Latinos follow as tradition? By Liliana Gil, Managing Partner & Cultural Intelligence Officer, XL Alliance

Available at HispanicCMO.com

Burst Media released the results of a consumer sentiment survey on Internet privacy and dynamic ads – ads tailored for the individual viewer based on a profile or past web surfing behavior.

This whitepaper introduces performance brand advertising and describes methods for optimizing consumer engagement online. Engagement advertising gives brands a unique way of interacting with individuals and the user-generated content they publish. As brands search for ways to effectively engage a mass consumer audience in digital media, performance brand advertising taps into consumers’ motivations and gives brands meaningful ROI for their online ad spending. Alternative advertising methods in digital media such as display advertising cannot deliver the personalization or level of engagement that performance brand advertising delivers.

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Marketers are recognizing the value of magnetic content over traditional disruptive forms of advertising, according to research from the Custom Content Council in partnership with branded-content newsletter ContentWise.

Overall, 68% of companies said they were shifting from traditional forms of marketing to more emphasis on branded content, including 61% who reported a moderate shift and 7% who said their shift was “aggressive.”

Available at HispanicCMO.com

Although the digital space is considered to be a great place to target and reach consumers, when adults were asked which type of ads do they tend to ignore or disregard the most, over six in ten say Internet ads (63%). Among those who ignore Internet ads, two in five say they ignore banner ads (43%) the most and one in five say they ignore search engine ads (20%) the most. Smaller percentages say they ignore television ads (14%), radio ads (7%) and newspaper ads (6%); just 9% of Americans say they don’t ignore any of the listed types of ads.

As Latinas adjust to the U.S., they tend to feel more at home and are more comfortable with the changes they’re experiencing. Seventy-three percent (73%) of Latinas surveyed in the 2010 Latina Shopper Study, conducted by Redbean Society and New American Dimensions, indicated that they feel at home in the U.S. As would be expected, this feeling increases significantly with acculturation, reaching 83% among acculturated Latinas. Only 40% of all Latinas, and 26% of the acculturated, fear that their children will lose their Latino identity and become too American, pointing to the strength of Latino culture in the U.S. today and the bi-cultural nature of this population.

Available at HispanicCMO.com

Branded content initiatives are considered by marketers to be more effective than any other leading form of advertising and marketing, according to the 2010 study conducted by the Custom Content Council in partnership with ContentWise. The number one reason for using branded content is customer education and retention, and marketers see their investment fueling longer-term returns.

Available at HispanicCMO.com

According to BDO USA, LLP, 63 percent of chief marketing officers (CMOs) at leading U.S. retailers say their 2010 holiday advertising and marketing budgets have remained flat, a continued trend from 2009 (55%) and 2008 (43%). Only 20 percent of CMOs cite a decrease in their holiday marketing and advertising budget, signaling some flexibility compared to 2009 (26%) and 2008 (32%). Seventeen percent of CMOs cite an increase, only slightly less than 2009 (19%).

Available at HispanicCMO.com

A new study by the Chief Marketing Officer (CMO) Council reveals significant blind spots in the go-to-market process as marketers focus on strategy, creative development and campaign execution to the detriment of effective demand chain provisioning.

Available at HispanicCMO.com

While some stores differentiate themselves based on prices, others attract customers through unparalleled service, or uniquely trained sales personnel. As Americans increase their online shopping and their reading of product reviews and discussions online, will the in-store shopping experience ultimately become obsolete?

If you’re bilingual (Spanish and English), or even know a little Spanish, and have attended the back room of focus groups in the United States you probably have heard weird words like “troca” and “pompa.” The former originates from “truck” and the latter from “pump.” Neither of those words are actually Spanish words, but they have become part of Hispanics’ everyday lexicon. Use of these made-up words in marketing and advertising is arguable, but for those purists out there- like me- remember that our beloved Spanish, even in its purest form, is deeply flawed. By Miguel Gomez Winebrenner / Cheskin TO READ MORE CLICK ON EL BLOG>