Agency

In my last blog I addressed the question: do Latinos need a national leader?  I proposed that Hispanics are best served by multiple leaders who offer varying perspectives that reflect the richness of Latino internal diversity.  It just so happened that I recently glimpsed a vision of that expanding leadership.  By Dr. Carlos E. Cortés is Professor Emeritus of History at the University of California, Riverside

Thirty-four million Americans are planning to purchase a vehicle in the next six months and a new report, “Digital Influence on Auto Intenders,” from Interactive Advertising Bureau (IAB) and Prosper Insights finds that these consumers are almost twice as likely to be swayed by auto-focused digital marketing than the general population (21% vs. 12%). Moreover, automotive shoppers are 71 percent more likely to be influenced by digital advertising across multiple retail categories than the average consumer.

What’s driving this growth? Up-and-coming products—such as 3-D printers, Bluetooth wireless speakers, convertible PCs, health and fitness devices, smart watches and Ultra HD television displays—which CEA estimated would drive 65% of total industry revenue growth, despite representing just 3% of the sector overall. Revenues for these products as a whole are expected to come in at more than $6 billion this year.

Everywhere consumers go, they are being bombarded by messages that tell them that brand A is ever so slightly healthier than brand B.  Consumers are noticing, and more purchasing decisions are being made on the basis of health and wellness. The 2013 Food & Health Survey: Consumer Attitudes toward Food Safety, Nutrition, and Health, commissioned by the International Food Information Council Foundation, found that for 64% of consumers, “healthfulness” is considered to be the most important factor driving foods and beverages purchase decisions, up 6 points since 2006 when 58% considered healthfulness the most important purchase driver and trumped only by taste and price.

The need to differentiate from the competition is as great as it has ever been. While global consumer confidence was flat in third-quarter 2013 from the previous quarter, confidence was on the rise in over half of the countries Nielsen surveys, including the U.S. Still, many shoppers remain focused on value for their money. At the same time, e-commerce has attracted a growing number of users. Innovation, however, can give retailers the all-important edge.

We’re more than a week into 2014, and 2013 has already become a memory. But it was a big year in tech, marketing, and a big year for Millennials (as they officially became a buzzword), and we don’t want to let the last 12 months go without looking at the lessons we’ve learned.

History sometimes repeats itself.

So those with longer memories may start to see parallels between the rapidly growing content amplification space, led by content marketing distribution platforms like Outbrain and Taboola, and the rise of the search engine marketing industry in the early 2000’s. Will the CAA (content amplification agency) be the new SEM agency?

Meredith Hispanic Media (MHM), publisher of Siempre Mujer and Ser Padres magazines, released findings from its Auto Trends Report detailing the car-buying habits and attitudes of the modern Latina.

LAPIZ announced the hire of Diego Figueroa as SVP, Strategy and Participation Director. With a keen understanding of the General Market and Multicultural planning, Figueroa will oversee the agency’s Strategy department, which encompasses brand strategy, consumer engagement, research and shopper marketing.

Shopping for healthcare has become a frightening experience for 2 million exchange eligible consumers. Although enhancements were made to federal and state exchanges call centers and online platforms, the experience they offered was far from “best-in-class”.  This was especially so for Hispanic and Millennial (ages 18-34) eligibles, who are facing a range of enrollment obstacles that go beyond the now infamous Obamacare site glitches. The lack of truly culturally competent channels for segments with limited healthcare literacy, and the lack of clear explanation of benefits for eligible, have drastically impacted the proportion of Millennials and Hispanics enrolled in ACA exchanges by the deadline for 1/1/14 coverage.

The study, which surveyed thousands of audio listeners who use one or more of the following audio sources – personal music collections (CDs, iTunes downloads), broadcast radio, streaming AM/FM radio, custom online playlists, satellite radio, online music videos and digital music channels on TV – shows that consumers recognize unique and important benefits for each audio platform, and will choose each based on the time of day and situational needs.

Dieste Inc. has hired Gustavo “Zeta” Zapata to head the Art Direction Team, officially starting on January 2. He will work across all the agency’s current clients.

LatinWorks relationship with Chevy will be coming to an end as McCann’s Casanova Pendrill will assume multicultural creative campaign development responsibilities.

Pinta, a full-service agency reinventing the art of cross-cultural marketing, officially opens its doors today.  Spun off from the U.S. operations of JeffreyGroup.  The new agency adds capabilities, executive talent and new offices in a dramatic departure from its PR-agency origins. 

Tr3s recently developed a new report, “The Latinization of America … A ‘Next Normal’ Exploration.” This analysis highlights the latest research on Hispanic Millennials’ contribution to the changing demographics of the United States, what life is like for the fast growing second-generation population, and new meanings of acculturation.

As World Cup fever grips soccer fans across the globe, Coca-Cola is giving young players the opportunity of a lifetime: the chance to win a trip to the Copa Coca-Cola Soccer Camp in Brazil during the 2014 FIFA World Cup.

It’s a postholiday tradition up there with returning unwanted gifts and vowing to exercise more: spending a few hours cleaning out your e-mail inbox. If you’re wondering why marketers seem intent on e-mailing you more and more, there’s a simple explanation: it works. E-mail remains a significantly more effective way to acquire customers than social media—nearly 40 times that of Facebook and Twitter combined.

Orci announced the release of the latest Hispanic effort for the new 2014 Honda Civic Coupe. The campaign, which focuses on the Coupe’s fun, youthful and stylish attributes, airs on national Spanish network and cable TV, and also includes online, mobile and video executions.

While investments are unquestionably rising across the board, each industry is adopting digital at its own pace as it rises to meet its own unique challenges and opportunities. Some industries—such as retail and financial services—are early adopters in their use of digital tactics as part of integrated, multichannel campaigns. Others—such as healthcare and pharma—are further behind on the adoption curve.

The new model of contextual marketing depends on accessibility and anticipation. Accessibility refers to the technology our customers use to engage with brands (apps, mobile sites, campaign microsites, etc.) and our permission to engage back (subscribes, likes, follows, etc.). It is anticipation, though, that separates the wildly successful marketing campaigns from the mediocre. Anticipating the customer need indicated by a specific social status update, a local cold snap or use of an app at a certain time and place gives you, the marketer, the opportunity to wow consumers through brilliant contextual marketing. Seems great in theory, but can brilliant contextual marketing be achieved at scale? You bet it can.