Is there a better pill?
After 10 years of direct-to-consumer (DTC) advertising and growth of the US Internet population, the question is not who is searching for health information online but rather who isn’t.
Marketing
McKinsey Global Survey : How companies are marketing online.
A McKinsey global survey of marketers shows that companies are using digital tools—from Web sites to wikis—most extensively for customer service, least in pricing. Two-thirds are using digital tools for product development, almost as many as are advertising online.
Would you choose George Lopez or Marc Anthony & Gloria to sell products & services to Latinos?
Have you watched the PBS program “Brown is the New Green: George Lopez and the American Dream”?
Well you better. It is an open attack on what we do … Marketing to US Hispanics.
Selling TV to Teens.
A majority of teens learn about new television shows from TV ads and promos, according to an OTX-eCRUSH study.
Word of mouth, video sharing Web sites and blogs were far less influential, the study said.
Ethnic Consumers more receptive than Peers to Marketing – most believe messaging lacks relevancy.
According to Yankelovich’s 2007/2008 MONITOR Multicultural Marketing Study, African American and Hispanic customers are almost twice as likely to “enjoy looking at or listening” to advertising than their peers, but most find current messaging is not relevant.. The study shows that only 25% of African American. Hispanic and Non-Hispanic White consumers feel that today’s marketing is both personally and culturally relevant to their lives. To make brands more attractive to a multicultural audience, brand managers need to implement integrated marketing strategies which address life-stage and personal interests in addition to cultural values.
Old and New Media in the Multicultural Marketing Equation 2007.
The Florida State University Center for Hispanic Marketing Communication released today the first study of its 2007 series of reports on the Multicultural Marketing Equation. These studies conducted by Florida State University and DMS Research (an AOL LLC Company) highlight the commonalities and differences among major culturally unique groups in the United States in regards to important marketing issues. The first report of 2007 released today is entitled “Old and New Media Use.” It contrasts the use of television, radio, newspapers, and magazines with the use of the Internet, cell phones, and other new technologies by Hispanics who prefer English (HE), Hispanics who prefer Spanish (HS), African Americans (AA), Asians (A), and Non-Hispanic Whites (NHW).
Youth exposure to Alcohol Ads in magazines declined from 2001 to 2005.
Youth exposure to alcohol advertising in magazines declined 49% from 2001 to 2005, according to a new report released by the Center on Alcohol Marketing and Youth (CAMY) at Georgetown University.
Environmental awareness among Teens Could mean Green for Online Marketing.
JupiterResearch has found appreciation for the environment is alive and well among online teens age 13 – 17. Outlined in a new report “Green Teens: Reaching A Trendy, Engaged Audience Online,” some 38 percent of all online teens admit concern for the environment, while 15 percent are hardcore Green Teens.
DVRs shift viewing times and Ad Budgets.
Look where the money is going.
“Talk of TV’s short-term demise is premature,” says Ben Macklin, eMarketer Senior Analyst and the author of the new report, US TV Trends: The Impact of DVRs, VOD and the Web. “Yet it is equally shortsighted to think that the traditional TV model will not change significantly over the next decade.”
Procter & Gamble inspires the living environments of Hispanic Consumers.
Procter & Gamble (P&G) and its home care brands Tide, Febreze and Dawn announced today that they have teamed with Target to launch the “Touch of Scent on Every Room” campaign to help enhance the moods and the environment of Hispanic consumers with scent tips, based on the research results by taste and smell expert Dr. Alan Hirsch.
Advertising & Marketing Executives plan to increase hiring.
Demand for advertising and marketing talent is expected to remain strong in the coming year, driven in part by the need for professionals with online expertise. Sixty-one percent of advertising and marketing executives polled said their firms plan to increase staffing levels in the next 12 months, up one point from the 2006 forecast.
Price and peers drive student purchase decisions.
Discretionary spending of college students in the United States is funded largely by today’s baby boomer parents. Today, nearly half of male (46.1%) and female (50.9%) college students fund personal expenses with parents or guardians fund. Only one in five students (18.7%) work full time to fund spending and about two fifths (39.4%) work part time.
Marketing and ROI.
Measurement is easier for direct marketers.
Direct mail and e-mail had the highest return on investment of any target marketing method in 2006, according to Harte-Hanks’ “Target Marketing Priorities Analysis: 2007 Key Trends” study.
Beauty Retailers use rewards to bolster Customer Loyalty.
U.S. retailers of beauty products are banking on multi-channel sales and personalized customer relations strategies to maintain a competitive edge, according to a newly published study by global management consulting and market research firm Kline & Company. Faced with a challenging, mature market and growing competition from the direct-to-consumer sales channel, beauty retailers are beefing up enticements like customer loyalty programs and purchase rewards in an effort to retain customers and attract new ones.
