Marketing

Teen girls spend a significant amount of their media time online. While texting and listening to music take up a bit more time each day, according to July 2010 research from Varsity, nearly a quarter of girls ages 13 to 18 spend at least 3 hours a day online, and another 37% are on the web for an hour or two daily.

At the end of the year the US Census will begin releasing data from the 2010 Census. The answer s to ten questions will have a profound impact on how we see ourselves as a nation. Across the nation you can expect to see headlines like: “Hispanic Population Grows 42%; Non Hispanic Only Grows 5%”. The coverage will be on every news outlet. In your inbox you can expect an email from your CEO with a link to one of these articles with the question, “What is our strategy?” Not “What is our Hispanic strategy?” The census will show we’ve moved beyond that. Marketing to Hispanics will now be an integral part of every marketing strategy. By Mary Zerafa is VP of Strategy and Integrated Marketing for impreMedia.

Available at HispanicCMO.com

One of the most popular measures of relative marketing effectiveness continues to be monitoring share-of-voice (SOV), a metric based on your total marketing/advertising spend as a percentage of the total spend in your category. Some even go a step further and look at an index of SOV to SOM (share of market). The argument for doing so is that if your SOV is less than your SOM, you are at risk of losing share. Presumably, the converse is then also true — that if your SOV is greater than SOM, you should expect to gain share.

Available at HispanicCMO.com

Last week, the Association of National Advertisers (ANA) held its annual Multicultural Marketing Conference, and despite a heavy-hitting agenda focused on the importance of targeted and relevant communication to drive growth in the multicultural segment, many attendees and reporters walked away with the misperception that a singular insight focused on cultural commonalities should guide marketing strategy. That one-size-fits-all marketing approach doesn’t deliver multicultural consumers. In fact, some of the country’s top marketing thought leaders at the conference cited case studies in which specific multicultural insights, which reporters erroneously called narrowcasting, indeed were the cornerstone of their profit-building campaigns.

By Jessica Pantanini, chair of the Association of Hispanic Advertising Agencies (AHAA) and COO of Bromley Communications.

In order to connect with their audience, some advertisers use humor, others use startling facts, and others still use images or themes that might elicit an emotional response. When asked about a few images often used in advertising to elicit a reaction from viewers, two in five Americans (41%) say that given the options of “a puppy”, “a baby”, “a sweet old lady” and “a sweet old man”, a puppy is most likely to tug at their heart-strings when they see it in a commercial. One-third say a baby (34%) is most likely to do so, while small percentages say a sweet old lady (3%) or a sweet old man (2%); 19% say none of these is likely to tug at their heart-strings.

TracyLocke is an integrated marketing agency that helps consumer brands and retailers devise and implement shopper marketing initiatives. Ted Flinn leads the agency’s shopper marketing and engagement marketing strategy for Starbucks, Sun Products and KAO Brands. Flinn spoke with eMarketer’s Tobi Elkin about the evolution of shopper marketing and why understanding all the digital touchpoints along a consumer’s path to purchase is critically important to brands and retailers.

Available at HispanicCMO.com

Why brand consultants need critical understanding of emerging management practices for building sustainable reputation for their clients.

Brandgym’s research shows the CMO role moving beyond one of coordinating and sharing best practice into a more hands-on job of driving brand vision to action.

Available at HispanicCMO.com

Mintel has predicted the worldwide consumer packaged goods (CPG) trends set to make an impact in 2011.

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Retailers want to cultivate loyal shoppers. At the same time, CPG manufacturers want to make sure their products are available in the retail channels where their consumers shop. Nielsen research shows that those shoppers who use two or more retail channels spend more money – a lot more money. How much more do they spend? What categories benefit most from the expansion of the number of retail channels over the past decade? And how can retailers attract a greater portion of consumers’ shopping dollars?

The Daily News of New York City, which is the fifth most-widely circulated daily newspaper in the United States with a daily circulation of over 600,000, has featured today YouTube’s Moments to CultuRise; the 1st YouTube Channel dedicated to empower business leaders and executives with up-to-date news and insights on the Hispanic market. Showcasing a half-page picture of host and marketing executive Liliana Gil, today’s “Your Money” has features Gil’s channel as an innovative way of Reaching out, Online to impact the economy and businesses today.

Available at HispanicCMO.com

It’s time for us to dispel marketer’s perception that Latinas are for the most part un-acculturated, digital illiterates that don’t have access to the internet and that don’t act to promotional stimulus online. The 2010 Latina Shopper Study indicates that 72% of all Latinas have a high-speed internet connection AT HOME and that a whopping 31% are hard-core Digitalistas who prefer to shop online over in-store and/or use the internet to plan their shopping trips or research products online. These women tend to decide what brands to buy before they go to the store and seek recommendations from family and friends.

Available at HispanicCMO.com

There are companies that have dedicated groups to deal with Latinos, for example. And sometimes they have separate groups to handle multiple minority group. In some cases there is a multicultural marketing group as distinct from the main marketing group. Some companies have had niche marketing units for a while and then have disbanded them. Some recreate them after a while and then merge them into discrete business units. By Dr. Felipe Korzenny

Available at HispanicCMO.com

Just who, or what is Gen C? This question, posed by Mr. Dan Pankraz, Planning Director/Youth Strategist, DDB Sydney, speaking at Nielsen’s inaugural Consumer 360 Conference in Jakarta, Indonesia, drew curious looks and blank faces among participants. Mr. Pankraz highlighted the need for companies to understand and engage Generation C, a group he believes to be the most highly influential in the world due to their need to share their lives via social media platforms.