Marketing

In its most recent issue, COLLOQUY magazine, the voice of loyalty marketing since 1990, explores a U.S. population segment that arguably constitutes the greatest untapped opportunity for loyalty marketers: Emerging Hispanics. DOWNLOAD A COPY HERE.

The global advertising and media industry has been going through massive changes in recent years, between the inexorable shift from traditional to digital channels and a recession that damaged markets around the world.

Available at HispanicCMO.com

Brand engagement can happen anywhere—a fact recognized by the US senior-level marketers surveyed by integrated marketing solutions provider Alterian, 60% of whom said most customer engagement happens both online and offline. The rest of the respondents were split evenly between the two. Customers likewise indicate that they expect several touchpoints with a brand. Nearly 80% of web users surveyed in Q2 2009 by ATG said they used at least two channels to conduct product research.

Available at HispanicCMO.com

The numbers speak for themselves: Latinos Hablan Toyota. In recent years, Toyota has been regarded as Latinos’ brand of choice, ranking No. 1 among Hispanics in the U.S.(1) In celebration of its loyal Latino fans, Toyota has created a unique way for them to showcase pride in both their culture and Toyota: somos muchos LATINOS. somos muchos TOYOTA.

Martin Lindstrom’s book, Brand Sense, revealed that “the more sensory memories activated, the greater the bond the customer has with the brand.” This is a strategy that too many brands are not leveraging the way they could with a bit of ingenuity and creativity. In this paper, Suzanne shares “real examples of brand engagement and loyalty strategies that work.”

Available for download on HispanicAccountPlanner.com

  Just like the movie ‘A Day without a Mexican’ that famously presented the impact the Mexicans have on the economy of California, now imagine based on the wishes of some executives in our industry that would like to see Spanish-Language media die a miserable death.

Last Sunday afternoon I was in a coffee shop enjoying a good read and great Colombian coffee; I was sitting next to two young Latinas – around 22-24 years old each – who were talking about everything: school, work, boyfriends, girl friends, music, movies, etc.

Now, I was not eavesdropping, but could not help but hear them talk based on my proximity to them.

They spoke mostly in English, but did mix it up with Spanish every now and then.

By: Enrique R. Turégano – alPunto Advertising

To read more CLICK above on El Blog.

Six years after the launch of Facebook, North American consumers in the valued 18-34 year-old demographic prefer by a wide margin to learn about marketing offers via postal mail and newspapers rather than online sources such as social media platforms, according to national survey research from ICOM, a division of Epsilon Targeting.

According to a recent study by Epsilon, a quarter of consumers surveyed were unsure of what communications services provider they were going to select for mobile phone, internet, local/long distance calling, cable TV and satellite TV. Consumers who know which provider they will choose are much less sensitive to price – highlighting the value of loyalty to a brand. Findings from the study describe opportunities for communications services marketers to engage undecided consumers and improve existing relationships while building loyalty. DOWNLOAD REPORT HERE.

    By Chiqui Cartagena

Surprising results make me question the methodology of the survey

This week the Center for American Progress published results of a new study they conducted in conjunction with A Woman’s Nation, the Rockefeller Foundation and TIME magazine regarding public attitudes about women, society and the work place. The research was fielded (via telephone) in the Summer of 2009 and included a 10% “oversample of Latinos,” which were allowed to answer the survey in either English or Spanish. (They have yet to confirm how many surveys were actually conducted in Spanish).

What is perplexing to me, however, were the results. The study found that Latino attitudes were “basically in line with those of other groups” but that on some issues – like the rise of women in the workplace and balancing work and life issue, Latinos were actually more open-minded that their General Market counterparts – honestly, I started spitting my coffee out and asking myself, ¿qué, qué?

Marketing executives responsible for driving corporate growth are being hampered in their efforts by insufficient budgets, skills shortages and inadequate tools, according to a new study by Accenture. The study, “Onward and Up – How Marketers Are Refocusing the Front Office for Growth,” also found that marketers today are increasingly challenged by their companies’ customers who demand greater value, quality and service.

Available on HispanicCMO.com