Marketing

A core behavioral targeting element is the classic marketing technique of customer segmentation—taking a plethora of data events and shaping them into coherent groups that both attract marketers and pinpoint the audience correctly.

A study last year by the Pew Hispanic Center and the Pew Forum on Religion revealed some surprises regarding Latinos and religion, including the growing number of Latinos leaving the Catholic Church and joining various evangelical movements.

This spiritual exodus dispels the naïve yet popular marketing notion that Latinos are abnormally loyal consumers. This shift should force some brands to pay attention, as there are some lessons for them.

By Roberto Ramos, President/CEO & Co-Founder, The Vox Collective. To view El Blog CLICK above.

After consistently leading the US in advertising spending, the automotive sector has dropped into the number two spot behind retail. Ad spending in the sector is going in reverse—except on the Internet.

Why isn’t behavioral targeting a hit with advertisers?

A recent automotive marketing report from Experian Research Services and KMR Group suggests that cross platform media planning and buying should incorporate ad technology and consumer media engagement dimensions, from life-enhancing to trustworthiness, in addition to traditional buying tactics.

Hardly a day goes by without some mention of sustainability in the media. Coverage is not always positive, but it is certainly more widespread. Big business and brands are in the thick of it launching campaigns, commitments and sustainability programs at breakneck speed. But is any of this real or any good? What’s genuine leadership and what’s ‘greenwash’?

First Flavor announced the findings of an independent custom advertising study conducted by GfK Starch Communications, a division of GfK Custom Research North America.

The vast majority of firms have a multicultural marketing function and recognize the importance of multicultural marketing to their business. However, executives aren’t satisfied with their multicultural marketing business performance. Executives feel that hiring Latino talent is difficult, and they are split on whether or not it takes a Latino to market to a Latino.

Thomas Friedman wrote in his modern classic “The World is Flat,” about how the Internet has paved the way for a fluid cultural exchange that defies borders. As a result, young people chat with friends from other parts of the world about common interests such as manga and parkour. Many would argue then that nationalities matter less today and that brands should downplay where they come from. Should brands then have a home country, and how should they behave when they travel?

By Roberto Ramos – President & CEO / partner – thevoxcollective

To view CLICK above on El Blog.

Last week, in “Why Web Sites And Online Marketing Suck,” a conversation was started over the metrics that matter for social media. The more conversations I had about it this week, the more I felt I needed a sanity check. The myth is that the goal of all advertising is to sell product. The truth is that selling product is important, but at what price you can sell your product, and what people will do to get your product over a perfect substitute, is where the real money is.

It is interesting to study how people behave. In fact, that is what we do when we talk about planning in advertising – we study, plan, project and predict how consumers will respond to certain stimuli – the advertising message.

What is interesting is that major behavior patterns can be tracked back to observations of how animals behave – and yes, after all we ARE animals. I call this ZOO MARKETING.

The rising importance of authenticity for brand marketers has been getting a lot of attention lately. Brian Morrissey of Adweek has been championing the cause, as have Jeff Jarvis of BuzzMachine and John Battelle of Federated Media. Simply put, many folks out there believe that marketers and pundits may be focusing too much on the Internet’s impact as an advertising channel — and not enough on how it changes the way that consumers know and interact with brands in their lives.