June 18, 2013
Consumer packaged goods (CPG) companies have invested heavily in technology platforms to improve their trade promotion performance but many lack the talent or business processes to capitalize on these investments, a new study from Accenture finds.
According to Accenture’s Perfect Promotion Study, based on interviews with 350 senior executives at large CPG companies, 61 percent believe their technology investments have produced a wealth of data that can help improve their trade promotion performance but they lack the talent needed to put the data to its most effective use and boost the return on their analytics investment. In fact, one in five executives – 21 percent – admit that they trust their intuition more than the available data to make trade promotion-related decisions.
The study also reveals that CPG companies have changed their trade promotion investments since the start of the economic downturn in 2008. According to the study, 71 percent of CPG companies have increased their trade promotion spending in response to the economic downturn – 23 percent by more than one. Many executives participating in the study believe the additional investment has delivered additional value: 27 percent believe their return on investment (ROI) has increased by more than a quarter since the downturn, while 16 percent believe that their ROI has declined. Read the rest of this entry »
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Advertising, Marketing, Multicultural, Public Relations, Research, Trends | Tagged: account planning, advertising, chief marketing officer, chief marketing officers, hispanic, marketing, media, multicultural, public relations | 
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Posted by HispanicPro
June 18, 2013
Ad spending on major media worldwide will be up 2.8% this year, new figures from eMarketer suggest, after a 4.4% climb in 2012 that was boosted in part by spending on the Olympics. Read the rest of this entry »
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Posted by HispanicPro
June 18, 2013
Amid an environment challenged by rapidly changing consumer confidence and high national unemployment rates, retail executives say they will be investing capital to spur growth, with an emphasis on expansion and enhanced technology, according to the 2013 Retail Outlook Survey by KPMG LLP, the U.S. audit, tax and advisory firm.
Most executives (85 percent) expect capital spending will increase or remain the same over the next year. When asked where they will increase spending most, executives most frequently cited geographic expansion (61 percent), information technology (IT) (40 percent), and advertising and marketing/branding (24 percent). Read the rest of this entry »
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Posted by HispanicPro
June 18, 2013
Interbrand has released its 2013 Best Global Green Brands report. The automotive sector dominates with Toyota (#1), Ford (#2), and Honda (#3) claiming the top three spots in this year’s report. Nissan (#5), Ford (#2), Nokia (#9), and UPS (#32) earn honors as the year’s top risers, and new entrants include Nestlé (#14), Kia (#37), ZARA (#48), and Colgate (#50). Read the rest of this entry »
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Posted by HispanicPro
June 15, 2013
By Lili Gil Valletta – XL Alliance
‘¡No me vas a salir desarreglada!’ (do not go outside without being made-up!) If you are Latina, it is very likely you have heard your mom, abuela or tia (grandma or aunt) say those words; and, it is very likely you will also say it to your daughter too! This is a dynamic commonly known by many beauty companies that are already capitalizing on this insight by reaching Latinas as a prime market for growth. But, what about Latinos? What if the same insight of cultural and personal pride translates to men? Read the rest of this entry »
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Posted by HispanicPro
June 15, 2013
By Jose Villa / Sensis
My former colleague and respected Hispanic digital marketer Lee Vann recently wrote a rebuttal to my latest article on Hispanic digital behavior.
While I appreciate his spirited disagreement and do not disagree or dispute any of the data points he has shared in his article, they fail to make a compelling argument that because Hispanics continue to speak Spanish that they prefer to conduct their digital lives in Spanish, or consume digital content in Spanish. Read the rest of this entry »
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Posted by HispanicPro
June 15, 2013
By Carlos E. Cortés / Univision Insights
“Is the New Pope Latino?” — This is not a trick question, but an actual news headline that caught me by surprise. Read the rest of this entry »
Leave a Comment » | Culture, Marketing, Multicultural, Public Relations, Stereotypes, Trends | Tagged: account planning, advertising, chief marketing officer, chief marketing officers, multicultural | Permalink
Posted by HispanicPro
Consumer packaged goods (CPG) companies have invested heavily in technology platforms to improve their trade promotion performance but many lack the talent or business processes to capitalize on these investments, a new study from Accenture finds.
