Agency

Using “acculturation” as a tool to define a brand’s target consumer in this day and age is akin to only considering network television as a medium to broadcast your message. The breadth and depth of research techniques and syndicated tools that are available today mandate that we dig deeper, across segmentation models and through attitudinal and behavioral variables, to hone in on a brand’s true target – the one that will most profitably build your business for the long term.

If your marketing isn’t working, it’s because you may not know whom you’re talking to.  After all, if you don’t know your audience, how can you know what they want to hear about?

Developed with two of Dr Pepper’s advertising agencies, Initiative LA and Identity, the “Atrévete A” (“Dare To”) campaign will focus on building brand awareness around messaging for Dr Pepper, “Dare to discover a unique taste,” by having “Suelta La Sopa” hosts, Jorge Bernal and Erika de La Vega, along with celebrity talent, try something “they’ve always wanted to do,” and encourage viewers to participate in a one-of-a-kind photo contest by daring to try something new with Dr Pepper.     

About six-in-ten U.S. adult Hispanics (62%) speak English or are bilingual, according to an analysis of the Pew Research Center’s 2013 National Survey of Latinos. Hispanics in the United States break down into three groups when it comes to their use of language: 36% are bilingual, 25% mainly use English and 38% mainly use Spanish. Among those who speak English, 59% are bilingual.

Among client-side marketers and agency professionals studied worldwide, higher engagement and conversion rates were far and away the top business benefits of customer experience optimization. Better brand perception and loyalty were the second-biggest benefits for both groups, while renewals, cross-sells and upsells rounded out the top three. All of the top three benefits were more important to marketers than agencies, while the latter group was more likely to cite financial-related benefits, such as increased average order value, than the former.

Lopez Negrete Communications, Inc. won the 2015 Gold Advertising Research Federation (ARF) David Ogilvy Award in the Travel and Leisure category for its “Vamos a Pescar” campaign, created for client Recreational Boating & Fishing Foundation (RBFF). This is the fifth ARF David Ogilvy Award the agency has earned.

In the last two weeks, the ANA has taken a beating for flooring a presentation by former Mediacom CEO Jon Mandel at the Association of National Advertisers Media Leadership Conference  accusing agencies of taking rebates and kickbacks and adversely affecting the impact and effectiveness of their client’s media plans purely for selecting media that would help build their own bottom-lines in a world of increased pressure by procurement practices and reduced agency fees.

So we at HispanicAd.com ask if US Hispanic focused ad agencies, US Hispanic focused pr firms placing social budgets and media buying agencies with US Hispanic buying responsibilities are taking rebates or kickbacks?   What do you think?

As marketers increasingly look to attribution to better understand customers, not just build their media plans and justify budgets, figuring out how to act on cross-platform attribution findings as quickly as possible is on the minds of many.

What are your top five irritants in digital advertising today?

We’ve all heard it—and probably said it: Content is king. Marketers are using the channel to boost customer engagement, lead generation and brand awareness. However, recent research suggests that there are plenty of boundaries preventing content marketers from reaching the ultimate level of success.

By Gonzalo López Martí  / LMMIAMI.COMB

In the direct marketing business (aka direct sale or direct response) the product, the actual item to be sold, is the last piece of the puzzle.

Contrary to conventional marketing’s conventional wisdom, the direct response business model is built on a brilliant consumer behavioral trait (or insight, as we like to call it too): there’s an awful lot of people out there who will buy anything that costs less than 20 bucks.

The current state of the media universe is much like that of the cosmos. The rise in technology and TV-connected devices has given consumers—and thus programmers, marketers, agencies and advertisers—a vehicle for boundless choice.

Burst Media released the results from its first Influencer Marketing Benchmarks Report, which looked at the performance of dozens of Influencer Marketing programs across 15 key advertising verticals in 2014.

The past five decades – spanning from the time when the Silent generation (today, mostly in their 70s and 80s) was entering adulthood to the adulthood of today’s Millennials – have seen large shifts in U.S. society and culture. It has been a period during which Americans, especially Millennials, have become more detached from major institutions like political parties, religion, the military and marriage. At the same time, the racial and ethnic makeup of the country has changed, college attainment has spiked, and women have greatly increased their participation in the nation’s workforce and their representation on college campuses.

The Hispanic market’s affinity towards wireless prepaid services is keeping the prepaid segment growing among Hispanics, according to Eric Fogle, CEO of ShareTracker, the largest U.S. market research company dedicated to telecom market share and flow share measurement products and analytics.

Coconut Grove, FL based Alma, broke its own record at the local ADDY Awards, taking home 72 Gold and Silver prizes (Alma held the record with 63 awards last year).

Every Spring, the marketing industry anticipates the next wave of the latest breaking research to be revealed at the AHAA Annual Conference because the data reinforces the powerful effect of the Hispanic market on a brand’s bottom line and helps shape the strategies that impact revenue growth. Known for its data-driven insights, AHAA: The Voice of Hispanic Marketing will kick off its annual conference with compelling, new research from Mintel, PEOPLE en Español, and The Futures Company.  Moderated by AHAA Board Member Nancy Tellet, SVP of Research & Consumer Insights, Tr3s, these in-depth sessions will take place on Monday, April 27 from 2:00 to 5:00 p.m. at the Eden Roc Hotel in Miami.

Data-driven marketing (DDM) spending will continue on an upward growth trajectory this year.

This solution guide is for marketing leaders who are struggling to close the growing gap between consumer media consumption patterns and CMO know-how.

Grupo Gallegos announced the hiring of Sebastian Garin as Executive Creative Director.