Agency

Most consumer commerce transactions still take place offline, in physical stores, yet ecommerce makes deeper inroads every year. Similarly, the majority of online purchases still occur on the desktop, but smartphone and tablet commerce are assuming greater prominence.

As Hispanic culture permeates mainstream America, a new research study by Conill reveals where the effect is most concentrated and which groups are most receptive to its influence.

Although a smaller population than Boomers and Millenials, Gen X’s tendency toward affluence, technological savvy and brand loyalty make them unique characters in the marketplace. Generation X’s buying potential makes this demographic of consumers aged 35 to 54 a must-know for marketers.

To help forward-thinking marketers stay ahead of this growing demographic and cultural trend, Experian Marketing Services offers this report, which identifies key trends among Hispanic-American consumers. Courtesy of AHAA

Decades of channel expansion have made fragmentation an indelible feature of the marketing landscape. One of the curious qualities of fragmentation is that it yields audiences that appear large in aggregate form, but are actually smaller in real terms. This quality tends to hold true regardless of channel.

Content marketing continues to inch up in importance for business-to-business firms, according to research from content curation platform Curata.

When I worked at a large communications agency early in my career, I found it odd when heralded “creatives” were automatically assigned to generate ideas for client challenges. Conversely, I also thought it odd that some clients had a knee-jerk reaction to outsource so much creative thinking to an agency in the first place, when the client organization was filled with incredibly smart and creative people.

Tito El Bambino and Wendy’s announced the identity of the secret sandwich featured in the “Wendy’s Secret Sandwich” Contest earlier this month. Fans can check out Tito El Bambino’s announcement at www.celebraconwendys.com/sandwichsecreto.

Consumers in Latin America are making more and more travel purchases online as individual markets begin to see higher internet penetration. In “Internet & Media 101” from September 2012, Barclays Capital forecasted that Latin America will lead all world regions in online travel sales growth through 2016, increasing by more than 30% on a yearly basis through 2013.