Agency

When times are tough, it is no surprise to find consumers opting for less-expensive products in order to save money. Equally unsurprising, lower-income households are more likely to trade down, but one group breaks the mold—Spanish-dominant Hispanics.

Today’s increasingly complex, distributed and digitally driven marketing ecosystem is challenging global marketers to better integrate and manage data, best of breed solutions, creative resources, brand assets and go-to-market functions. A new strategic brief published by the Chief Marketing Officer (CMO) Council identifies the top 10 ways marketers can add value across the marketing ecosystem by embracing real-time, adaptive marketing models and practices.

As trends shift, consumers for the first time are shaping the way marketing is done

Forward thinking marketers know the importance of connecting with Hispanic consumers. But understanding the complex and multidimensional Hispanic population requires expertise. DOWNLOAD REPORT HERE.

Many devices have become popular across generations, with a majority now owning cell phones, laptops and desktop computers. Younger adults are leading the way in increased mobility, preferring laptops to desktops and using their cell phones for a variety of functions, including internet, email, music, games, and video. DOWNLOAD REPORT HERE.

The U.S. Census Bureau launched an interactive map widget that showcases local-level 2010 Census population counts being delivered on a state-by-state rolling basis through March. The map currently displays data for each of the four states released this week: Louisiana, Mississippi, New Jersey and Virginia.

Today’s connected consumers are using the Internet to make everyday purchase decisions. Yet, the majority of the brick-and-mortar retailers from whom they make their purchases continue to struggle to establish a complete online presence. DOWNLOAD REPORT HERE.

In a media environment saturated with new and evolving online entertainment platforms, TV continues to be king. Released today, Deloitte’s fifth edition “State of the Media Democracy” survey reveals that 71 percent of Americans still rate watching TV on any device among their favorite media activities. DOWNLOAD REPORT HERE.

In an earlier report, we unveiled Latina Digitalistas, the 31% of all Latinas who are actively shopping online. Digitalistas prefer shopping online to in-store, use the internet to plan their shopping trips and frequently research products online. Moreover, when we did our qualitative deep dive of the 2010 Latina Shopper Study in Los Angeles, Houston and New York, we discovered these women are, to say the least, truly fascinating as shoppers!

Available at HispanicCMO.com

Ask most marketers about their Hispanic strategies and targeted promotional budgets, and their usual answers include plans to win in Los Angeles, Houston, Miami and New York. Good news, what you are doing is certainly going after the epicenters of Latino market power in America but today I want to challenge your thinking…I want you to pick up the phone call your agency or media planner and ask them: What are we doing in Chicago? The facts and figures show that the windy city is blowing the numbers with Latino growth, buying power and overall economic impact.

By Liliana Gil, Managing Partner & Cultural Intelligence™ Officer, AG-XL Alliance

Available at HispanicCMO.com

The U.S. Census serves as the official guidepost to track the growing influence of Latinos in this country, including the political representation that determines the level of government spending and attention our communities receive. And for business and marketing professionals, its findings provide an authoritative set of speaking points about the potential Latino consumers possess to ignite brands and businesses. by Roberto Ramos, President & CEO, the vox collective

Available at HispanicCMO.com, HispanicPRpro.com and HispanicAccountPlanning.com