Marketing

Consumers are hungry for engaging content and marketers are creating more content than ever before. In response to this shift, we are seeing an increase in the number of positions dedicated to content creation within both client and agency marketing teams.  And one of the most important positions within these teams is the content strategist.

Exponential Interactive announced the results of its “Marketing to Millennial Mothers” study which identifies specific behaviors, interests and trends of modern moms ages 18-32 to help brands and advertisers engage with one of the largest growing audience segments.

Hispanics are trendsetters. This demographic is the largest self-identifying ethnic group in the U.S. and has more than $1 trillion in spending power. So where are they spending? When it comes to celebrating with family and friends or relaxing at the end of a long day, many of these consumers are reaching for cold and refreshing beers.  By Andrea Riberi, Senior Vice President, Alcoholic Beverages, and Eva Gonzalez, Executive Director, Diverse Consumer Insights and Multicultural Marketing

The ad industry has always been consumed with the latest trends. This should be no surprise, given that marketers and their agencies spend the better part of their days trying to create them. But nothing in advertising has generated more buzz in recent months than programmatic buying. Buying ad inventory more efficiently by applying rules to technology-enabled, automated purchases has marketers salivating. And they’re putting their money where their mouths are, with some of the world’s largest advertisers reportedly planning to shift as much as 75% of their digital spend to programmatic buying over the next year.  By Chris Louie, VP Product Leadership

SSG’s new decision-guiding, data-rich tool has identified an unexpected factor which contributes to brand growth:  Higher brand growth rate is associated with the choices of higher wellness-minded consumers. The more health-minded consumers perceive your brand to be, the higher the growth rate your brand tends to attain.

Alma’s Isaac Mizrahi considers focusing on purchase-ready target to increase marketing efficiencies

As Q4 begins, marketing executives are likely to be combing through their budgets and strategies to increase growth for the upcoming year. As Managing Director of Alma, the Multicultural agency leading the growing field of U.S. Hispanic market research, Isaac Mizrahi presents “Shifting Strategy in 2015: A closer look at U.S. Hispanic market power”.

According to a similar KPMG survey, when asked where their companies are in the business transformation process, approximately 33 percent of consumer goods executives surveyed stated that they have started the implementation of a transformation initiative, 18 percent stated that they have completed at least one major transformation initiative, another 18 percent stated that they have completed several major transformation initiatives and 22 percent stated that they are planning a transformation initiative.

NASCAR announced that Edwin Gotay will join NASCAR as  Director of Multicultural Marketing, adding to the company’s roster of talented professionals focused on increasing NASCAR’s appeal with younger, more diverse audiences.  

With tight finances, millennial-led households spend less on average than total US households.

With the continued melding of the Hispanic population with the U.S. culture at large, its led to a new buzzword for marketers to use when implementing their advertising strategies: ‘Total Market Approach.

Programmatic technology and precise digital metrics will change the way multicultural marketing dollars are spent, expert says.

Consumer packaged goods (CPG) brands have all but perfected the art of gathering consumer data.

Gravity Media announced the release of a white paper discussing marketing and communications opportunities for healthcare providers in the wake of the Affordable Care Act reforms and the necessity that outreach methods be tailored to diverse audiences.

America Reimagined spotlighted that in order to win in today’s America, marketers and media companies need to resonate with the “New Mainstream” which is 53% of the U.S. population.  The “New Mainstream” is defined by combining multiculturals and Whites married to or living in heavily multicultural DMAs. Leading this population growth is the Hispanic market.

Marketing itself hasn’t changed, but the world around it has. Great marketing will always be great marketing because it is borne of an insight, has a strong idea inside it, a clear sense of who it’s for and a pathway to creating demand and commercializing it effectively.

Millennials are a unique generation, digital natives who have come of age in an era bookmarked by the 9/11 terrorist attacks and the prolonged economic malaise that followed the financial crisis and the housing crash.  By Louise Keely, President, The Demand Institute and Senior Vice President, Nielsen, and Jeremy

If there’s one thing I’ve learned in my years on the Internet, it’s that if two people are disagreeing online, the most productive course of action is to wade right in with your own overblown opinion. So here I am.

Hispanics in the U.S. have a current spending power of about $1.4 trillion, but getting to know this diverse group can be challenging without the right insight. That’s because the aggregate Hispanic population comprises several sub-groups, and the various characteristics of these sub-groups are affecting consumer behavior and engagement opportunities.  By Eva Gonzalez, Executive Director, Diverse Consumer Insights, and Maria Monistere, Senior Manager, Hispanic Market

Today, there’s no bigger trend for retailers than the evolving path to purchase. And with that as a backdrop, the onus is on them to know how consumers are shopping and where. If they don’t, consumers may shop elsewhere, find another vendor’s products more easily or decide to make a purchase because one option is easier than another.

For food manufacturers and retailers (and just about everyone else), bright spotlights shine on two powerhouse consumer groups for their growing purchasing power: Hispanic consumers and Millennials. But the upside multiplies exponentially when looking at the intersection of these two groups: Hispanic Millennials. With 21% of U.S. Millennials identifying as Hispanic, this group is certainly worthy of attention. These young, diverse consumers are shaking up shopping baskets across the U.S. as they straddle diverse tradition and American mainstream.