Want to promote something? Enlist a Millennial.
Call them Gen Y or Millennials or just “people ages 13-24.” Whatever the name, this group spreads the word quickly on things it likes and enjoys user-generated content, according to the “State of the Media Democracy” report commissioned by Deloitte & Touche and conducted by Harrison Group.
The report — “Interactive Food & Beverage Marketing: Targeting Children and Youth in the Digital Age” — documents in vivid detail how major food, soft drink and fast food brands are deploying a panoply of new techniques — including cell phones, instant messaging, video games, user-generated video, and three-dimensional virtual worlds — to target children and adolescents, often under the radar of parents. The report also reveals a range of new digital strategies these marketers have devised for targeting multicultural youth, including African Americans and Hispanics.
Traditional theorists imagined America as a melting pot; a place where all cultures mixed and merged into one, homogenized society. But what these early theorists didn’t count on was that many people not only fight to keep aspects of their original culture, they also pass these aspects down from generation to generation and even across from culture to culture.
America is culturally complex and the way it changes is fluid and constant. Cultural barriers are breached as immigrants flow into the country. The resultant inter-mixing of customs and values transforms the landscape.
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Fact: 90% of internet users and over 56% of Americans use email on a regular basis.
Are your messages relevant, delivered, opened and acted upon? This whitepaper details five new 1 to 1 rules of email marketing and covers the trends, strategies and tactics marketers need to know.
Campaigners hit the ‘Send’ button.
E-mail is the online tactic of choice for promotional marketers, according to a PROMO magazine survey.
The magazine found that 72.6% of respondents used e-mail marketing as part of their online efforts. Another 60.8% used e-mail newsletters.
Online/Mobile Marketing Tactics Used by US Marketers, February-March 2007 (% of respondents)
Promotional marketers said online methods were gaining popularity overall.
One of the most controversial and potentially confusing aspects of any marketing campaign is measuring the results, due in no small part to the proliferation of media and media outlets that have exponentially increased in the last 20 years.
After getting a taste of online advertising, many consumer packaged goods marketers seem to like it.
Food and beverage advertisers cut spending in nearly every major media last year – except the Internet.
This year, eMarketer estimates this category will spend $288 million advertising online, a 36.6% increase over 2006.
US Online Advertising Spending by Food and Beverage Companies, 2006-2011 (millions).
Why has Internet advertising become a meat-and-potatoes buy for food and drink marketers?
If you want to understand what the future of marketing could look like and how to be successful at it, I have found the book for you. It is PryoMarketing by Greg Stielstra. I was fortunate to be speaking at the Mountain Travel Symposium last week — the end-of-year get-together for the ski and mountain travel industry — and got to hear him speak. It was the first time that I have heard someone truly make sense of what is behind social or word-of- mouth marketing, and present a very practical approach to making these techniques work in the field. It was refreshing to hear this.
I’m planning my Fall back-to- school strategy and I want to stand out creatively from the clutter in the Hispanic teen market. What are some out-of-the- box or non-traditional methods that I can use?
Mobile audio is a promising opportunity that has not yet been fully exploited. That is the conclusion of a landmark study by Arbitron and Telephia that examines the evolving market for mobile audio services from the consumer point of view in terms of current usage patterns, attitudes and preferences.
A new report, released by the ANA (Association of National Advertisers) Marketing Accountability Task Force, found that marketing accountability requires a precise process involving multi-functional teams, yet only a small proportion of marketers are utilizing them. “Marketing accountability is still often an activity trapped within the silo of the marketing function,” reads the report.
The African American and U.S. Hispanic populations are growing at a faster rate than the general market, making multicultural consumers increasingly important for most packaged products companies. Coors Brewing Company is rolling out its 2007 multicultural marketing strategy which builds on positioning Coors Light as the beer as cold and refreshing as the Rocky Mountains.
As the fight against childhood obesity escalates, the issue of food advertising to children has come under increasing scrutiny. Policymakers in Congress, the Federal Trade Commission (FTC), and agencies such as the Institute of Medicine (IOM) have called for changes in the advertising landscape, and U.S. food and media industries are developing their own voluntary initiatives related to advertising food to children.
Most major mass retailers “Back to School” media plans include an investment in local Spanish TV, Radio & Newspapers. These media buys only serve to primarily reach Hispanic parents and are not effectively reaching Hispanic youth themselves. Traditional Spanish Media, particularly in-language TV, most Spanish Radio formats & ethnic newspapers are lightly & selectively used by Hispanic Youth for news and entertainment or not at all.
These unsettling times of profound social and technological changes have turned upside down traditional marketing models, calling for fresh, new approaches to reaching and retaining the US Hispanic consumer.
The dangers of ignoring this reality –read doing “Business as Usual”– can lead to major mistakes and missed opportunities, not to mention a fruitless and frustrating experience in what’s arguably the most dynamic market place in today’s economy.
A survey conducted by the Association of National Advertisers (ANA) finds the top concerns on the minds of senior marketing executives are “integrated marketing communications” and “marketing accountability”. The ANA asked over 100 senior marketers to select from a comprehensive list of subjects to rank their top three issues that directly impact their marketing decisions and plans.
