Marketing

Lately, as we have grown accustomed to, there have been some articles suggesting that the use of Spanish among Hispanics may be dying out. I have been hearing very similar comments and reading similar studies since I started in this industry ―almost thirty years ago. In fact, I can even quote an ex-colleague saying, “Chica, don’t waste your time in the Hispanic advertising industry ―it will disappear in the next five to ten years.”  by Gloria Constanza – Partner and Chief Contact Strategist / d expósito & Partners

For a few years, media agency group Havas has published an annual index of “Meaningful Brands.” The index measures if consumers could see themselves living without brands X, Y or Z. Turns out they can. And also without A, B, C and pretty much the rest of the alphabet.

When asked about the biggest challenges to multichannel marketing, nearly a quarter of respondents said they lacked the time and resources to develop and execute multichannel campaigns, and the same percentage struggled to get buy-in at the board level. Similarly, other issues related to a lack of investment in tools needed to manage multichannel campaigns as well as a limited understanding about the process as a whole.

Target’s #SinTraducción advertising campaign caught my attention recently. The ads incorporate Spanish language songs and lullabies to try to resonate with their Hispanic customers. An interesting aspect of these ads is that they’re running English and Spanish versions of them but in both versions the songs are in Spanish.

It’s long been the mantra of marketing specialists to build brands that are so attractive and magnetic that people are drawn irresistibly to them, like moths to a flame. In truth, it’s much more likely that the brands we’re all developing and running are much less important to people than we might like to think.

Is Brand Cohesion our future marketing currency?  We are in the middle of a global brand marketing crisis

A brand name can be one of the most valuable assets a company possesses. It can lend credibility to product efficacy and provide an assurance of quality, letting consumers know what they can expect when they buy a product. But because brand building can be costly and time consuming, it can be extremely advantageous for established brands to lend their name to a new item in the same category through line extensions.

Young men today play a wider variety of roles than previous generations of men did at their age. Slaine Jenkins, senior manager at Insight Strategy Group, spoke with eMarketer’s Alison McCarthy about the multidimensional millennial man and what brands should consider when marketing to him.

BuzzCity shares findings from its latest quarterly research into the digital consumption habits of mobile users around the world. The report benchmarks findings from those in 2014 to analyse the changing trends and usage habits of today’s connected consumers.

Millennials are the most coveted demographic target group today among healthcare marketers.

Though the Great Recession’s sluggish job market pushed some mothers into stay-at-home status, a large majority are in the workforce.

Teva, ShopStyle and Dr. Pepper are recent examples of brands and companies leveraging influencers to drive engagement and awareness, and usage isn’t slowing.

As marketing continues to evolve and develop alongside social media avenues that are being created and popularized, what remains constant is how millennials engage with the video marketplace.

Welcome to the fifth episode of #TotalMarketTalk, a new Digital series created by NGL Media and NGLC exclusively for HispanicAd.  In this installment, David Chitel, CEO of NGL Media and Founder of NGLC, speaks with Jose Villa, Founder & President, Sensis.  

If you have any experience marketing to U.S. Hispanics, you are likely familiar with back translation. Back translation refers to translating consumer-facing Spanish content into English so that non-Spanish speakers, such as your legal team, can review and approve it.

Future CPG innovation and marketing success relies on identifying and leveraging signals that represent opportunities for action. While most signals are brand-specific, and often based on proprietary product development initiatives and marketing activities, broader trends can sometimes be gleaned through the analysis of market research reports.

Maren Lau is the CMO at IMS Internet Media Services, a digital marketing and communications company that helps brands enter and grow in the Latin America digital market. She spoke with eMarketer’s Daiane Bobka about the biggest digital trends in the region.

Eight hundred billion dollars in global consumer buying influence. Two hundred billion in the U.S. You wouldn’t expect those figures to be linked to teenagers. But study after study shows that this is the reality. In my opinion, it earns teens a seat at the table and their due respect as significant players in our marketplace. So, as marketers, how do we reach them and how do we make it stick? Teens are subdivided into more lifestyle groups than just about any other demographic.

For decades, Hollywood studios thought of the world in terms of two screens: the big ones in movie theaters, and the smaller TV screens in people’s homes, the latter serving to let people know which shoot ’em up or romantic comedy they could go see at the theater each weekend. But now, technology has advanced to the point where the average person has three, four or even five screens in their lives, with the primary one small enough to fit in their pocket.

When it comes to hot topics in the media realm, it doesn’t get much bigger than cross-platform audience measurement.