Agency

Many small businesses are already using some form of content marketing to promote themselves—74% as of a January survey of US small businesses by BusinessBolts.com. It’s a tactic that must be paying off, because three-quarters of small businesses also said they planned to do more content marketing this year than last—and just 4% said they had no plans to do any content marketing at all.

For many years I have conducted qualitative research with Latino women and have generally found that they are very willing to yield to their children’s requests for purchases, even if these are non-essential. I have had the suspicion that this is particularly true of Hispanic women in comparison to other mothers but have not had the quantitative data to explore this idea. By Felipe Korzenny, Ph.D.

República will partner with BIPI to develop and execute a total market strategy that will tap into multiple divisions of the agency including research, advertising, media, branding, public relations, social media, community relations and promotions.

The Essential Economy Council released a new study that has national implications for the debate on U.S. immigration reform as it measured the economic value of industry sectors that commonly employ immigrants. The Georgia-focused study reported that industry sectors like poultry, agribusiness, dining and hospitality contributed 12% or $49 billion of the States GDP in 2010 while their employees paid $114 million in sales tax in 2011.

Entravision Communications Corporation announced the promotions of eight individuals to the position of Executive Vice President. The promotions reflect the continued expansion of Entravision’s digital, mobile and marketing services, as well as the strength

Recently, the Wharton Future of Advertising Program asked more than 175 industry leaders to describe their vision of what advertising would be like in the year 2020. Based on our analysis of the responses to the 2020 Project, the Super Bowl case isn’t just a once-a-year stunt — it’s a preview of a model that will scale and become a foundational characteristic of major brand advertising.

The marketing buzzword “SoLoMo”—for social, local and mobile—is the latest way national marketers are seeking to connect with customers and lure them into neighborhood stores, dealerships, branch offices and service outlets nationwide.

Trying to decide on a new product to buy? Help is just a few clicks away.

This Sunday is the Oscars, where all of Hollywood will gather to celebrate the year’s accomplishments in film. And when it comes to cinema, Tr3s’s research has shown that Hispanics are major movie buffs. By Insight Tr3s

In a recent meeting with a VP of Multicultural Marketing, one of the top concerns that came across was the desire to sustainably position Multicultural Marketing in the company for the next five years and beyond. In other words, this VP wanted to succeed in creating a formal strategic plan to integrate Multicultural consumers into all aspects of insights gathering, planning, strategy development and implementation to effect growth for the company’s brand portfolio. As importantly, this VP was also concerned about the sustainability of the multicultural work already in place as new brand managers and directors join the company. By Terry Soto, Author of Marketing to Hispanics A Strategic Approach to Assessing and Planning Your Initiative

LatinWorks and EthniFacts have joined forces to field a deeper investigation of U.S. Latino Culture and shed new light into what the future may hold for marketers. The report is the result of an extensive national survey of US Latinos and is titled The PLUS+ Identity — Shifting Paradigms and the Future of Latino Culture in the US.

MeadWestvaco Corporation launched its inaugural consumer satisfaction study, “Packaging Matters.” The study explores the role of packaging in product satisfaction as consumers purchase, transport, use and dispose of products across 10 different categories. The results suggest that packaging satisfaction can have a significant impact on purchase intent and repeat purchase, and that there is a low level of satisfaction overall, especially once consumers leave the store and rely on the structural or functional features of the package at home or on-the-go.

As marketers deal with an increasingly fractured media landscape, they will continue to shift their focus away from traditional media to digital channels, according to a poll of US marketing professionals conducted by Inavero for staffing firm Aquent and the American Marketing Association (AMA).