Social Marketing

There is a tremendous amount of excitement about influencers today. Influencers can help CPGs solve so many challenges like saving de-listed items, launching a new product, educating consumers on complicated products or updates and helping increase basket size. But working with influencers is not as simple as it might seem at first glance and along the way you might find yourself in a bit of a pickle.

Burson Latino, Burson-Marsteller’s team dedicated to helping clients connect and engage with U.S. Hispanic population, has partnered with TINT, a social media marketing platform that connects brands and fans, to create www.latinovoicesandvotes.com, a bilingual social hub for Latino-focused news, content and online conversations in the last 100 hours of the 2016 U.S. presidential election.

Horizon Media announced that it is launching a dedicated multicultural social solution to help the agency’s clients maximize brand influence through organic engagements, influencer relationships and strategic paid media within the multicultural space.

Facebook’s system allows advertisers to exclude black, Hispanic, and other “ethnic affinities” from seeing ads.  Imagine if, during the Jim Crow era, a newspaper offered advertisers the option of placing ads only in copies that went to white readers.  That’s basically what Facebook is doing nowadays.  by Julia Angwin and Terry Parris Jr. / ProPublica

More than half of marketers in Europe and the US are using social data for their business activities. Yet, according to October research, another 23% are not, and it’s primarily because they just don’t have the time.

With all the different types of social platforms out there, it can be challenging for brand marketers to decide when is the optimal time and day to post. According to H1 2016 research, on Facebook and Twitter, the best-performing posts were made in the evenings, and later in the work week.

The Latina SmartPurse is an innovative research initiative focused on the Hispanic female in the U.S. This progressive research takes a deep dive into the modern Latina consumer, her influence, and what she expects from brands when making purchasing decisions.

Young Hispanics, who are digitally savvy and culturally connected, are a particularly important audience. To help marketers gain a greater understanding of their interests and perceptions, we partnered with market research firm Ipsos and research partner Audience Theory to survey Hispanics in the U.S., with a specific focus on the third generation.

Understanding consumers’ behavior as they switch between devices remains one of the toughest challenges facing marketers today. According to recent research investigating marketers’ digital capabilities, the problem doesn’t seem to be getting any easier.

The recent disclosures by Facebook that they overestimated video viewing for two years is troubling. While ANA recognizes that “mistakes do happen,” we also recognize that Facebook has not yet achieved the level of measurement transparency that marketers need and require.  By Bob Liodice, President and CEO, ANA

The Interactive Advertising Bureau (IAB) released the “What Works & Why: IAB Global Insights Report 2016,” showcasing case studies exploring two dozen award-winning campaigns from around the world, and featuring perspectives from 28 leaders across the international digital marketing and media landscape.

Spanish Broadcasting System, Inc. (“SBS”) announced the addition of a full video channel line-up to its LaMusica music streaming app.

Facebook admitted “miscalculating” average video view times, which grossly misled advertisers on the value they could expect when buying video ads from Facebook.  This is like a car salesman telling potential customers they can expect to get 25 miles per gallon when the car actually only gets five.  The most disingenuous part of Facebook’s admission is that, despite employing the brightest engineers on the planet earth, we are supposed to believe they made an honest “math mistake.”  Facebook’s admission, on top of Dentsu announcing that it charged advertisers for buying ads that were never bought, make our industry’s failures more viewable during advertising’s conference week.  How ironic.

Consumers are turning their back on brands as 39% of U.S. respondents ‘actively ignore’ social posts or content, despite soaring usage of popular social media platforms such as Snapchat and Instagram.

As media fragmentation increases, it is more and more difficult for networks to generate the levels of viewership they have historically been used to. Driving engagement and cultivating loyalty is correspondingly more challenging, too. The net result is a threat to the value networks can deliver to their advertisers, which is, of course, a threat to their own success.

Psychology is an important metric for marketers to consider when analyzing data coming out of digital marketing campaigns, according to Jonah Berger, a professor of marketing at The Wharton School of the University of Pennsylvania and author of “Contagious: Why Things Catch On” and “Invisible Influence: The Hidden Forces that Shape Behavior.” In advance of Berger’s presentation at eMarketer’s Attention! 2016 event next month, Sean Creamer spoke to Berger about how about how word-of-mouth influences consumers online and offline.

Oft-overlooked ‘boring’ text messaging is the number one choice of communications channel between millennials and brands – and vice versa – a study of US youngsters has found.

In many respects, social media and paid search are ideal partners. One facilitates branding and engagement, while the other helps seal the deal by driving traffic, leads and sales.

Millward Brown research shows that well executed Facebook video advertising enhances effectiveness and efficiency of TV media spends.

Ahalogy has released its third annual Pinterest Media Consumption Study, a follow-up to its first-of-its-kind research from 2014—which has been downloaded by thousands of marketing industry professionals and influencers.