Marketing

Some information I recently read in a very interesting article by Colin Ho made me take a new look at what we call “barriers” in connecting brands with consumers.  The article included information on how consumers tend to gravitate towards negative information in a stronger way than to positive. It explains that we are hardwired to pay attention to negative information and less so to positive information.   By: Enrique R. Turégano – alPunto Advertising Inc.

Consumer viewing of TV programming and movies over the Internet is growing, according to a new survey released today by Accenture. The demand for more devices and more online content, as well as consumers’ willingness to pay for better access to content, is reshaping the media and entertainment landscape.

One of the largest differences between Millennials and the generations that came before them is that they are much less loyal.

Over the last few decades, many Census Bureau studies have examined race reporting among Hispanics on the census questionnaire, but these studies did not specifically look at those who self-reported being of Hispanic origin.

Digital omnivores – those consumers who own a trio of tablets, smartphones and laptops – continue to grow, driven by the proliferation of new platforms and increased device adoption.  Deloitte’s eighth edition of the “Digital Democracy Survey” (formerly the “State of the Media Democracy” survey) reveals that over one third (37 percent) of U.S. consumers are now digital omnivores, a 42 percent growth over the previous year. This growth is primarily driven by continued tablet adoption (33 percent increase) and, to a lesser extent, smartphone ownership (18 percent increase).  Moreover, women, who made up over one-third (35 percent) of omnivores two years ago, now account for 45 percent of this group.

mun2 has announced a collaboration with Allstate Insurance for the network’s new docu-reality series “Reinas de Realty.”  The 10-episode original series follows two Latina real estate moguls running their thriving, family-based Los Angeles house-flipping business and transforming Latino communities one flip at a time.

My last publication dealt with the heavily talked about “total market approach” to advertising.   That total market approach is derived from today’s move in our society into becoming Hybri-cultural.   By Enrique Turégano, alPunto Advertising – Tustin, CA

New content marketing research by the Chief Marketing Officer (CMO) Council reveals insight-hungry business buyers are increasingly reliant on trusted third-party information to make more educated decisions. The study also found that buyers tend to be clustered in distinctly different content sharing circles based on how the purchasing process is being driven, as well as their levels of collaboration and decision-making responsibility.

Despite a successful IPO, brands using Twitter to boost marketing efforts are still uncertain as to Twitter’s true value. According to a recent survey conducted by Social Media Marketing University, 45.1% of brands reported that ‘measuring ROI and results’ is their greatest challenge when using the platform for marketing, followed by ‘building an audience’ (42.1 percent) and ‘engagement’ (36.8 percent).

For eMarketer’s CMO One-to-One series, Yahoo CMO Kathy Savitt discusses the company’s refocus on users’ daily habits as well as innovating the platform to accommodate ads as amenable to a mobile-first sensibility.

Test your knowledge of the relative populations of different geographic areas by participating in the U.S. Census Bureau’s version of “March Madness.” The Census Bureau’s Population Bracketology is an interactive data visualization allowing you to fill out your own bracket based on comparisons of state and metro area population. The objective is to pick the larger population between two metro areas or states and see how close you can come to a perfect score of 63. At the end, visitors can mouse over the choices to see the actual population numbers or view the data table.

New research by U-M Ross Professor Aradhna Krishna and her post-doctoral student Luca Cian shows static logos can create a sense of motion and enhance a customer’s evaluation of the brand. The research, backed by studies that tracked eye movements and surveyed engagement, is one of the first to how perceived motion from static images affects consumers.

How important is harnessing big data for your marketing efforts?

Wouldn’t a brand be delighted to receive this kind of response to their product?

“I saw it and I just had to have it.”
“My family would be so much happier with it in our home!”
“I felt much safer after we bought one.”

AHAA: The Voice of Hispanic Marketing announced a jaw-dropping addition to its already stellar 2014 conference lineup: Rupert Murdoch, Chairman and CEO of 21st Century Fox, the world’s premier portfolio of cable, broadcast, film, pay TV and satellite assets spanning six continents across the globe, and Executive Chairman of News Corp, the largest news and information services provider in the English-speaking world. During the opening session of the conference (Monday, April 28 at 1pm ET), Mr. Murdoch will share his insights on the changing landscape of news media in the next five years and the significant business opportunity in the Hispanic market.

I’ve accumulated perhaps dozens of identities across various social platforms over the years.

As pharmaceutical and biotech companies compete for the hearts and minds of prospective patients, they are re-discovering public relations as a powerful way of doing so. PR, with its unique ability to educate and inform, is a highly effective tool to communicate complex and often challenging information.

The study, entitled “Stepping up to the challenge: How CMOs can start to close the aspirational gap,” is based on findings from face-to-face conversations with more than 500 CMOs from 56 countries and 19 industries worldwide. Conducted by IBM’s Institute for Business Value (IBV), the study reveals that 94 percent of CMOs believe advanced analytics will play a significant role in helping them reach their goals. However, an increased number of CMOs say their organizations are underprepared to capitalize on the data explosion – 82 percent compared to 71 percent three years before.

With less than 4 four weeks left, President Obama, in a Latino Town Hall address, led an “all-out” campaign targeted to Hispanics and addressing their specific issues and barriers that have kept them from enrolling in ACA. The communications push brought together celebrities, national & local leaders, community groups, and “real” people, on the three largest Spanish-language media outlets, Univision, Telemundo and impreMedia, live webcast and social media. The question remains whether this late campaign adjustment comes with enough time to incite Hispanics to action.  By Santiago Solutions Group

The Census Bureau has embarked on a years-long research project intended to improve the accuracy and reliability of its race and ethnicity data. A problem is that a growing percentage of Americans don’t select a race category provided on the form: As many as 6.2% of census respondents selected only “some other race” in the 2010 census, the vast majority of whom were Hispanic.