I had the honor of representing our Association at the February ANA Multicultural Committee Meeting chaired by Gilbert Davila. It was impressive. Fifty ANA members, many high level executives, attended and spoke candidly about some of the most important issues they face.
It was clear that they share some of the same issues we all deal with in Hispanic marketing. Here are some of the things your clients care about.
By Roberto Orci – AHAA Chair
The CMO plays an important executive role in firms for developing and implementing the company’s long-term strategic plan, including new product opportunities, acquisitions/joint ventures, and other growth initiatives to meet the company’s annual revenue goal. The CMO also creates and executes a marketing plan that builds the company’s brand, including developing consistent messaging across all on and offline marketing channels to the proper target audience.
Increased consumer demand for more personalized and relevant brand experiences has made customer segmentation and targeting an imperative for companies.
Retail is evolving at a dizzying pace. It’s a new universe out there, with retailers exploring new ways to reach customers, seeking out new life in their brands, and boldly charting new worlds of real estate properties where no retailer has gone before. DOWNLOAD REPORT HERE.
JeffreyGroup announced the appointment of Claudia Mejia-Haffner as Managing Director of the agency’s New York City office, where she will lead its U.S. Hispanic practice and be responsible for managing the firm’s growing roster of blue chip clients.
GlobalHue has promoted Maria Lopez-Knowles from EVP of Client Services to President of GH Latino. In her new role, Maria will oversee the entire GH Latino Division.
The devices that power our digital lives have undergone disruptive changes over the past several years. Smartphones have evolved from text-based communication tools to multimedia hubs. Ereaders and tablets have grown from cool ideas to transformative technologies. Televisions, game consoles and media players have gained internet connectivity, and with it, access to new worlds of digital content.
A new report from the NRF Foundation and KPMG LLP, Retail Horizons: Benchmarks for 2011, Forecasts for 2012, which surveyed 247 retail executives from various sectors, outlines retailers’ top strategic initiatives for 2012 including merchandising, ecommerce, store and field operations, supply chain and human capital, among others.
The day is coming when retailers will have to optimize prices at the individual customer level, on the fly and in full view of everyone. Here’s a look at what that transition will entail. DOWNLOAD Report Here.
Pan-American Life Insurance Group (PALIG) announced the appointment of Jorge Enderica as Regional Vice President U.S. Life and Hispanic Markets.
Univision Communications, Inc. revealed the results of its new Hispanic Patient Journey research, which sheds light on the cultural nuances that influence Hispanic patients from awareness and information seeking, to diagnosis and adherence. The study was conducted among respondents who reported symptoms or diagnosis of a chronic condition. The results show that gaps exist along the patient journey due to factors including cultural traditions, language barriers and lack of targeted messaging.
Marriage across racial and ethnic lines continues to be on the rise in the United States, according to a new report by the Pew Research Center’s Pew Social & Demographic Trends project. The share of new marriages between spouses of a different race or ethnicity increased to 15.1% in 2010, and the share of all current marriages that are either interracial or interethnic has reached an all-time high of 8.4%. DOWNLOAD report Here.
NBCUniversal’s Telemundo and iVillage announced they have joined forces to form a multi-platform destination, “iVillage Mujer de Hoy,” designed to reach the 16 million Latinas in today’s rapidly growing Hispanic digital marketplace.
A joint ANA (Association of National Advertisers) and Forrester Research, Inc. survey of more than 100 national advertisers illustrates a renewed belief in the effectiveness of television advertising. Compared with 2010, the number of respondents who believe TV ads have become more effective in the past two years has tripled. In addition, respondents express a growing confidence in set-top-box data that has the potential for TV ads to be targeted at specific customer groups. In fact, nearly three-quarters of marketers expressed a strong interest in targeting their advertising to addressable audiences, making use of this new behavioral and demographic data to place television ads.
