Agency

The last year has been filled with talk about the virtues and the issues with the concept of total market advertising. In a recent article I posited that there are essentially three different models for multicultural marketing. Although the terms are being used interchangeably, the result is a great deal of confusion in the multicultural marketing world. This evolving lexicon has made its way into the agency side of the business. More and more Hispanic, African-American and Asian advertising agencies are adopting monikers like “cross-cultural agency” to describe themselves and have gone out of their way to label new ethnic assignments as “total market” AOR assignments.  by Jose Villa / Sensis

While you may have crafted the perfect communication platform and a brilliant portfolio of content marketing assets, telling your brand story can’t be done all at once. Effective brand storytelling means using various types of content to craft multi-stage engagement with your consumers. Here are some successful strategies for leveraging episodic content marketing to drive business results.

TV “impressions” are 100% of the screen for 30 seconds.

I promised you 10 words for why TV dollars won’t go online, and there they are.

Disruptive technologies provide an opportunity in 2014 to reshape organizations, change business models and transform industries according to Deloitte’s 5th Annual Tech Trends Report.

Terra announced that Latin music Superstar Juanes will give the first on-stage performance of his new album “Loco de Amor” (Crazy from Love) in a world-wide digitally streamed concert taking place the day after the album’s release.

The New York Times (article), Fox News, MSNBC and others have made an inter-ethnic family the cause de jour (MSN’s take). Some marketers are continuing to push the envelope on ethnic norm shifts in the U.S. and what that means to their brand.  by Stephen Palacios, Executive Vice President, Added Value US

If you’re like most Americans, listening to the radio is part of your regular weekly schedule. In fact, 92 percent of the people in the U.S. over the age of 12 (242 million people) listen to the radio each week. But what you may not be conscious of is where and when you’re most likely to tune in to hear your favorite music, news, talk or sports programming…because it depends on your employment status.

According to the National Association of Home Builders (NAHB), the Remodeling Market Index (RMI) held steady in the fourth quarter of 2013 and is at its highest reading since the first quarter of 2004.

For better or worse, Millennials are often viewed as a singular group. They are often characterized as a “me-first” generation that would rather spend time “instagraming” their meals than having a meaningful conversation with another human being. Most brands, of course, know this notion is false. Millennials are very much a deep, complicated collection of people whose interests and purchasing patterns are yet to be completely cracked by marketers.

This report, based on the Current Population Survey, provides a portrait of academic achievement by demographic characteristics, such as age, sex, average earnings, and Hispanic origin.

DAC Group and Kantar released the results of their latest consumer search behaviour survey. In its fifth year, the comprehensive study uncovers trends and improves the understanding of consumer media usage throughout the United States and Canada. Results in the categories of general consumer search behaviour, mobile, and social search show steady trending in digital adoption.  Slight variances in findings uncover unique needs highlighted in select sectors. Overall insights gleaned reinforce the need for today’s Digital CMO to take a strategic look at online consumer conversion strategy.

Círculo Creativo, in partnership with AHAA: The Voice of Hispanic Marketing, announces that call for entries for the Third Annual U.S.H. Idea Awards are now open through April 1st, 2014. The award, which recognizes the best creativity in U.S. Hispanic advertising, is adding new categories and embracing the broad spectrum of Hispanic marketing to include public relations; branded content and entertainment; and integrated campaigns. The Awards will take place in Miami, FL on Tuesday, April 29th, 2014, as part of the 2014 AHAA “Thinking Under the Influence” Conference.

Bromley will create a branding campaign for both brands and develop specialized communications tools to assist franchisees with their in-country marketing efforts.

A new Enterprise Holdings survey* of car renter and owner preferences has found that millennials have a strong desire to hit the road in their very own vehicles. Contrary to the growing notion that younger Americans are less interested in car ownership, data from the Enterprise survey found that 79 percent of 25-34 year olds (millennials) consider owning a car “extremely important” to accomplishing daily work/life tasks – a percentage that was very consistent with the older age groups surveyed.

Millennials, the generation born beginning in 1980 (and defined for the purposes of this analysis as adults ages 18-34), are an extremely unique demographic segment with digital media consumption habits that vary greatly from older generations. While those age 35 and older still comprise the majority of media audiences in the U.S., Millennials account for a disproportionate share of total screen time and provide a useful glimpse at what the future of media consumption will look like. Because their media consumption habits serve as a leading indicator for the broader media landscape, understanding how to market to this valuable demographic is vital to brands, agencies and media companies seeking to stay ahead of the curve.

According to Linda Lane Gonzales, minorities in the U.S. are rapidly advancing into the majority position, becoming the new mainstream. “Hispanics and other ethnic groups make up 41 percent of the population,” she says. “This will grow to over 50 percent by mid-century. Yesterday’s Multi-cultural segments are today’s General Market.”

Knowing your audience and taking advantage of the extensive reach of social media can help maximize network investments made in big tent pole TV events and shows, said a panel of executives speaking at the Multicultural TV Summit here Tuesday.

Emilio Estefan and Botran Rum announced they are officially joining together on a multi-channel marketing campaign through the US with the mantra “The Night Begins with Botran.”

Spanish Broadcasting System Inc. (SBS) announced the promotion of Max Ramirez to Vice President, Digital Media Sales of SBS Interactive.

Don’t get left behind with 2013 tactics. Use these five resolutions to help guide your marketing efforts to great results in 2014.