By Gonzalo López Martí – LMMIAMI.COM
Last week I ranted about the first leg of the two-pronged concept of “brand”: intellectual property.
- We discussed how the survival and profitability of a brand ultimately depends on its power to enforce IP.
- We pointed out how, for the most part, Intel Prop might be defunct due to the inability of global companies to enforce it in the parts of the world registering real consumer growth (Chindia).
- This week we will discuss the second leg of the concept of “brand”: a loose amalgamation of awareness, respectability, desirability and measurable purchase intent which we could call, say, reputation.
Entravision Communications Corporation announced that it has promoted María Lopez-Knowles from Chief Marketing Officer (CMO) of its Pulpo Media business unit to the newly created position of CMO of Entravision.
Sensis opened an office in Austin having merged with K. Fernandez Marketing of San Antonio.
From a strategic marketing perspective, social media provides brands with a wealth of data that can inform their brand strategy. Consumers are posting comments about the brands they like and the ones they don’t like; they capture negative and positive experiences related to products and services, and provide reasons for their opinions.
Much like the media realm, the consumer product landscape is becoming increasingly fragmented. Competition is rising, new channels are developing and choice is rampant. The combination of these and many other factors has retailers and manufacturers shuffling myriad promotion options to best publicize their products and boost sales.
Our nation’s future is here. Boosted by Hispanic & Asian births & immigration, Gen Z will be the first American generation that is equally Multicultural and White Non-Hispanic. In the top 10 Total Market (TM) states, 6 in 10 Gen Z are of Multicultural background vs 4 in 10 in the other 40 states. Half of all Gen Z reside in the Top 10 TM states. By Santiago Solutions Group
This new research presentation from Edison Research is a comprehensive look at when and how we wake up, what we do and when, and our morning media habits.
Here’s the crux. In spite of the fact that as an industry of Hispanic marketers we’ve become very sophisticated in our methods and resources, we’re still stuck in a time warp. What do I mean by this? We continue to focus on US, what WE do well, what WE need and what the Hispanic market needs instead of focusing on our clients’ companies or the companies where we own responsibility for Hispanic Marketing and where we’re responsible for contributing to OVERALL growth. By Terry Soto, Author and CEO, About Marketing Solutions, Inc.
Postmodernism in architecture was a movement made possible by a generation of designers who had grown up with modern architecture — and who playfully, confidently and knowingly designed for a world that had moved past modernism. They felt free, empowered and looked back on modern architecture with scorn: How could people have been so limited, so unimaginative and so constricted to act that way? One day, advertising will enter a similar era. The “postdigital age” will herald a time when the concept and word “digital” will move into the background, where agencies and titles remove that moniker, where conversations switch from the pipes to the content.
With on-court talent hailing from all parts of the globe—from Argentina to Australia—it stands to reason that the NBA has one of the most culturally and racially diverse followings of all sports leagues. In fact, according to the 2014 Year in Sports Media Report, during the 2013-2014 season, multicultural audiences spent more time watching NBA games on TV compared to white viewers, with African-Americans and Asian-Americans spending the most time watching, followed by Hispanics.
Beauty may be in the eye of the beholder as the saying goes, but for many, it doesn’t hurt to have a little help from the beauty aisle. Still, while 94% of U.S. households buy products from this category, consumers consider many beauty products discretionary expenditures.
In recent years, many more CPG companies have adopted cutting-edge digital tactics to reach out to consumers. Many rely on playful, digitally enabled interactions: a toy company’s social media campaign might invite consumers to upload and rate photos featuring the product, for example, with the promise that top-rated fans will receive personalized 3D-printed figures, cashing in on cultural fascination with this new technology.
Data is hot — and if you’re not using for your marketing and advertising needs, then you’re likely going to be stumbling badly in the next 12-24 months.
Google “Millennial” and it’s easy to see why every marketer is freaking out trying to reach this often misunderstood generation.
Welcome to the second episode of #TotalMarketTalk, a new Digital series created by NGL Media and NGLC exclusively for HispanicAd. In this installment, David Chitel, CEO of NGL Media and Founder of NGLC, speaks with Marla Skiko, EVP Director Digital Innovation at SMG Multicultural about all things Digital. Hear Marla’s take on everything from “Total Market” to Big Data to the role that burgeoning platforms like Vine are playing in the world of reaching and engaging today’s digitally-connected multicultural audience.
The Hispanic population will play an increasingly significant role in future U.S. employment growth, accounting for more than 40 percent of growth in the next five years and more than 75 percent between 2020 and 2034 – an increase of 11 million jobs out of an economy-wide gain of 14 million –according to a new study from IHS Inc..
In the global study, ZenithOptimedia looked at how new technologies are set to impact retail, media and entertainment and how brands are likely to leverage these innovations to create personalized consumer experiences as part of their communication strategies.
Marketers are still struggling to measure return on investment (ROI), according to a November 2014 study by Webmarketing123, which found that 33% of US business-to-business (B2B) and business-to-consumer (B2C) marketing professionals still didn’t know which channel made the biggest impact on revenues.
The Internet has become an indispensable tool for marketers, yet there are still gaps in understanding its role in shaping how consumers choose among brands. With the help of a powerful data set, we have been studying the relationship between the level of digitization across the consumer’s decision journey and the likelihood that a consumer will select a brand after considering and evaluating its qualities.
Digital radio has evolved into a viable, robust digital channel that complements social media, video sites and other mainstream venues. Audio streaming services are aggressively growing their user bases, advertising revenues and integration with technology platforms ranging from game consoles and connected TVs to automobiles and wearables.
