Media

Stu Olds the CEO of Katz Media Group and Univision Radio Sales passed away. He was a true friend and helped many Hispanic Broadcasters.

Are you brainstorming ways to add new fans? Tweeting “exclusive offers”? Shifting your staff around in order to support these new efforts? And do your social media efforts feel like an “add-on” — yet another time-intensive activity on your already overwhelming marketing task list? Our advice is to STOP. Stop and rethink your approach to social media with a new perspective. Rather than focusing on being on more sites, adding fans or getting comments, instead zero in on ideas for engagement, influence and activation — and that all-important lever, trust.

By Eric Weaver, Director of Digital Strategy DDB Canada

Many marketers still struggle with the loss of control over their brand that comes with the ability of consumers to discuss them—and have those messages widely disseminated—across social media. But most brand-related chatter, both online and offline, is positive. And positive buzz carries more weight with consumers, according to research from Keller Fay Group.

The BACARDI Together Index uses an unprecedented 146 questions from a national survey of 5,000 American adults, aged 21 to 80+ years, to understand and summarize the dimensions of social connectedness. The large sample and volume of questions allows for a comprehensive evaluation of social connections in a way never before done.

Next year, marketers will need to rethink their approach to advertising and marketing and intensify their focus on creating magnetic content that will naturally attract consumers, rather than relying solely on the interruption model of advertising, which consumers are responding to less and less. Think pull vs. push. By Geoff Ramsey—CEO, Co-Founder / eMarketer

Available at HispanicPRpro.com

Real-time bidding, which heated up the display ad market in 2010, will continue to gain share in 2011 and become an increasingly significant force for advertisers, publishers and ad networks.

A recent study by eMarketer found that one-third of U.S. companies now have a blog for marketing purposes, and that number is likely to rise to 43% by 2012. Break those numbers down by industry, however, and pharmaceutical and medical device makers barely make the chart. The biopharma industry is virtually invisible on the Internet, allotting less than 4% of its more than $4 billion direct-to-consumer advertising spend to online outlets in 2008. Unfortunately, this reluctance to move into the Internet realm ill-serves all consumers, particularly those in search of reliable, credible health information.

Available at HispanicPRpro.com