The 1960’s radical Abbie Hoffman would probably be horrified to learn that he was being invoked in a discussion about corporate marketing but he said something several years ago that still resonates for this marketer: “never impose your language on people you wish to reach.”
By Manny Gonzalez – abece
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A major CPG company recently shared some of their Hispanic research results at a large multicultural conference. One of the findings was that consumer communications should be inclusive of all Hispanics to reach all consumers regardless of language preferences, acculturation levels and generational variance. The findings are based on communication preferences and the importance of shared opinions for product selection within Hispanic families and groups. By Carlos Santiago. To read El BLog CLICK above.
Yes. It’s a mouthful. However, as hard as it may be to say five times fast, truly delivering on the concept of multi-platform media marketing (“MPMM”) is even harder. At least since the early days of radio, when newspaper companies tried to leverage their local print franchises into local multi-platform media franchises — or some might say, leverage their print monopolies into multi-platform monopolies — folks have been thinking about how to make different forms of media work together to create more power. They have tried to make print and audio and video and outdoor add up to more than the sum of the parts in producing results for marketers and profits for media owners. Unfortunately, no one has ever really cracked the code on it, even today when you can complement the power of traditional media channels with direct consumer contact and interaction channels like postal mail, telephone and the ubiquitous Internet.
Experian Consumer Research celebrates the 5th year anniversary of the integration of the Simmons National Consumer Study (NCS) and National Hispanic Consumer Study (NHCS) to provide consumer marketing insights for Hispanic and General Market consumers in a unified database.
Integrated marketing communications (IMC) is now broadly embraced by marketers, according to a new survey of members of the ANA (Association of National Advertisers) fielded by CoActive Marketing Group. Results of the research indicate that 74 percent of marketers now employ IMC campaigns for most, if not all, of their brands.
Making sure even small marketing budgets are not wasted.
Niche marketers may have a harder time targeting their audiences, but at least it doesn’t cost as much as mass campaigns.
Targeting advertising towards African Americans, Hispanics, Asians and Whites requires distinct media plans according to BIGresearch’s most recent Simultaneous Media Survey (SIMM 11, Dec. 07) of 15,727 participants. Not only do these consumer groups use traditional media differently, their adoption of new media is also quite unique.
AHAA’s 24th Semi-Annual Conference in San Antonio experienced first-hand the passion from speakers like President and CEO of AT&T Mobility Ralph de la Vega who urged a packed room of Hispanic marketing specialists to consistently reinvent, take risks and explore new territory to remain fresh and relevant. View speech.
Bravo, Apple, Showtime, HBO, Absolut, and Levi’s, are the gay-friendliest brands, while WalMart, Dunkin Donuts, Cracker Barrel, Exxon Mobil, and Samsung earn the lowest marks from gay and lesbian consumers, according to the 2008 Prime Access/PlanetOut Gay and Lesbian Consumer Study.
Merkle released its annual e-mail marketing study, ‘View from the Inbox’. Conducted in conjunction with national survey research firm Harris Interactive, the study is designed to measure and track attitudes and behaviors toward permission-based e-mail among U.S. consumers. Permission-based e-mail marketing (PEM) is a marketing approach used to reach consumers who voluntarily sign-up to receive updates, offers and information from select organizations.
Getting the tastemakers on your side.
Practically anyone can start a blog—about whatever interests them. As a result, there are millions of blogs, many covering niche avocations and including product recommendations.
