Agency

Service providers in several vertical industries are not meeting their customers’ needs for personalized, relevant communications, research indicates. Customers are dissatisfied with a lack of personalization and targeting and believe businesses don’t care about their needs.

The 2010 Census confirmed something Nielsen has been noting for some time: multicultural consumers are rapidly becoming the majority in the United States and their buying power is significant. Understanding their purchasing and media habits is the next big challenge/opportunity facing marketers and brands today. Taking a deep dive into data and trends within the African American, Asian American and Hispanic communities, Nielsen’s Claudia Pardo laid out compelling statistics and a demographic framework shaping the future. It’s clear that marketers and brands will be forced to rethink their perspective — and their share of spend — when it comes to multicultural groups. Available at HispanicCMO.com

In part 1 of this article, we discussed the importance of addressing gay consumers directly to win customer loyalty. But what is the most effective way to advertise to them? Can you simply run your general market creative or add gay cultural “cues” to an existing ad? Do you need to create a gay-targeted ad? The surprising answer is all of the above…depending on your brand, category, competition, and what is relevant and motivating to gay consumers. An experienced LGBT-targeted advertising agency can help you answer these questions, and successfully add gay consumers to your roster of brand loyalists. But here’s some free advice to help you get started.

Cultural representation in ads is very important to today’s New Generation Latino. They want to see themselves reflected in marketing that targets them, but it’s not an “all Latino or nothing” solution. In fact, there are more important elements to marketing for NGLs than having an “all Latino” cast.

Fees continue to be the dominant method of compensating digital agencies, with high proportions of both fixed and labor-based fees. However, these fees are increasingly being supplemented by performance incentives according to a new survey from the ANA (Association of National Advertisers).

Retailers and manufacturers are caught between shrinking margins due to rising commodity costs and price sensitive consumers. In this scenario, retailers and manufacturers need to collaborate and find creative ways to spend promotional dollars that result in true market expansion and category growth.

In today’s fragmented media landscape, where entertainment programming and content is accessible across all digital platforms, advertisers need to plan and allocate ad budgets as efficiently as possible. For advertisers, this means utilizing advanced media analytics to plan campaigns and ensure the right message gets to the right people. At Nielsen’s Consumer 360 client event in Orlando Florida, Paul Swiontkowski and Kim Stanford from Microsoft shared how they efficiently delivered television ads to the viewers most likely to respond to Microsoft’s message.Available on HispanicCMO.com and HispanicAccountPlanner.com

Nielsen’s Steve Hasker addressed attendees at Consumer 360 in Orlando with a focus on how technology evolution and consumer demand has challenged marketers to keep up.

Companies and executives across all industries hold different beliefs on the primary drivers of innovation, but according to Hasker, for consumer-facing companies, the most important driver of innovation is an ability to secure a unique and comprehensive understanding of the consumer.Available on HispanicCMO.com and HispanicAccountPlanner.com

Retailers can successfully shape perceptions about their brand by creating and executing marketing programs with the same creativity and discipline as manufacturers. In its journey to rebuild its brand in a differentiated and relevant manner, Walgreens has achieved milestones that offer other retailers important lessons in brand building. Kim Feil, CMO, Walgreens describes the practices that helped rebuild the brand. Available on HispanicCMO.com and HispanicAccountPlanner.com

Although one of the simplest emotions, happiness can be hard to explain. The Harris Poll’s annual Happiness Index is therefore useful as it uses standard and timeless questions to calculate Americans’ overall happiness each year. As was the case last year, one third (33%) of Americans this year are very happy which is slightly down from the 35% who were very happy in both 2008 and 2009.

Digital transformation is connecting billions of people worldwide, empowering consumers and enabling consumer packaged goods (CPG) companies to manage the enterprise more effectively and efficiently to drive growth, according to Thriving in a Connected World, the Grocery Manufacturers Association (GMA) and PwC US 2011 Food, Beverage, and Consumer Products financial performance report.

Synaptic Digital and WPP’s Kantar Video announced the results of Scaling PR: The impact of Earned, Paid, and Brand Content, a comprehensive attitudinal study that discovered that consumer-buying trends are significantly impacted when newsworthy earned and paid messages are combined. Earned media is typically classified as editorial coverage resulting from media relations’ efforts whereas paid media broadly includes advertising and brand campaigns.

For the second year in a row, about two-thirds, or 65% of Americans say that civility is a major problem, according to the annual Civility in America poll released by Weber Shandwick and Powell Tate in partnership with KRC Research.

BBDO Worldwide and Microsoft Advertising unveiled findings from a global study presented at the 58th Cannes Lions International Festival of Creativity in Cannes, France. The goal of the study is to help marketers find “the next billion consumers” by exploring consumers’ emotional connections with television, PCs, and mobile devices.

In the last couple of weeks the term’ The Hispanic McKinsey & Company’ was brought to the forefront by an article in Ad Age about how Univision has brought in experts in different brand development categories to help position and promote their business.

Been giving some thought to the effort and I have come to the conclusion that it is not only an effort Univision should be doing.

Available on HispanicAd.com’s El Blog, HispanicCMO.com, HispanicPRpro.com and HispanicAccountPlanner.com

Epsilon Targeting released the New Mover Report 2011: A Growing Market of Renters highlighting an increase in renters compared to home buyers.