By Lili Gil, Cofounder XL Alliance, Hispanic Market Strategist
How much more do you want to hear about the U.S. Secret Service sex scandal in Cartagena, Colombia? While American media continues to obsess over the gory details behind a night of too much ‘fun,’ a parallel story of outrage and marketing non-sense has emerged causing Spirit Airlines to shut down its campaign ‘Get More Bang for your Buck.’ Read the rest of this entry »
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Posted by HispanicPro
Tangerine Watson Inc has announced findings from its Impact Study 2011. This is the first industry-wide research snapshot contrasting the perceptions and perspectives of multicultural and white advertising professionals. Read the rest of this entry »
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Posted by HispanicPro
Little has been written about U.S. Millennials as consumers. With this generation’s peak spending years fast approaching, forward-looking companies need to create effective strategies for winning its business. Read the rest of this entry »
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Posted by HispanicPro
Results of a new Inc. Magazine/Cargo study reveal that the needs of America’s small businesses are commonly ignored by the very companies that try to sell products and services to them. Among the 546 Small Business Owners (SBOs) responding to the nationwide survey plus 8 in-depth interviews, more than half (52%) said that brands are ineffective at marketing to them. Even more important to the SBO is the degree to which companies fail to reach them on a personal level, the very level that is the psychological engine, motivation driver and competitive differentiator for this group. Read the rest of this entry »
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Posted by HispanicPro
In a world of rising urbanization, the degree of economic vigor that the economy of the United States derives from its cities is unmatched by any other region of the globe. Large US cities, defined here as those with 150,000 or more inhabitants, generated almost 85 percent of the country’s GDP in 2010, compared with 78 percent for large cities in China and just under 65 percent for those in Western Europe during the same period. In the next 15 years, the 259 large US cities are expected to generate more than 10 percent of global GDP growth—a share bigger than that of all such cities in other developed countries combined. Read the rest of this entry »
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Posted by HispanicPro
AHAA: The Voice of Hispanic Marketing will hold its Annual Conference on May 2-4, 2012 at the Intercontinental Miami Hotel with the theme of “Listen Up!” The conference will revolve around the client perspective and emphasize best practices across the broad Hispanic marketing continuum. Attending and being featured at the conference will be some of the nation’s leading investors in the Hispanic market – The Clorox Company, Diageo, Google, Tecate and Wal-Mart are just a few of the marquis brands that will share their insights. They will reveal the creative strategies that resulted in outstanding campaigns that also deeply connected with Hispanic consumers. Read the rest of this entry »
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Posted by HispanicPro
More than 52 million strong and representing the majority of population growth over the next five years, Latinos have become a prominent actor in all aspects of American life, according to The State of the Hispanic Consumer: The Hispanic Market Imperative, released today by Nielsen, a leading global provider of information and insights into what consumers watch and buy. Latinos are a fundamental component to future business success, with a projected buying power of $1 trillion in 2010 expected to grow 50 percent to $1.5 trillion in 2015. Read the rest of this entry »
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Posted by HispanicPro
Ninety-two percent of consumers around the world say they trust earned media, such as word-of-mouth and recommendations from friends and family, above all other forms of advertising—an increase of 18 percent since 2007, according to a new study from Nielsen. Online consumer reviews are the second most trusted form of advertising with 70 percent of global consumers surveyed online indicating they trust this platform, an increase of 15 percent in four years. Read the rest of this entry »
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Posted by HispanicPro
By Isaac Mizrahi – SVP, Managing Director at Alma
As we witness economic recovery beginning to reach the Hispanic market, we’re uniquely positioned to be able to offer an economic boost to our clients that no other market segment can.
The recovery will have a positive impact on Hispanic employment, income and consumption levels. Companies now preparing their 2013 plans will be considering crucial decisions around investments targeting the Hispanic consumer. Those that don’t allocate adequate resources to this segment will be at a competitive disadvantage. Read the rest of this entry »
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Posted by HispanicPro
Among the 50 fastest-growing metro areas over the last decade, only 24 of them were also among the 50 fastest growing since the 2010 Census. This is according to the first set of U.S. Census Bureau metropolitan statistical area, micropolitan statistical area and county population estimates to be published since the official 2010 Census population counts were released a year ago. Read the rest of this entry »
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Posted by HispanicPro
A study of companies worldwide from SHARE and GUIDE SHARE EUROPE and sponsored by IBM and Marist College found that only 52.8% of respondents were currently monitoring open online social media communities or networks. [Unisphere Media collected the data in January and February 2012. The study was written by Unisphere analyst Peter Auditore.] A majority of respondents were IT professionals, with others including CEOs and those performing management and other business functions. Read the rest of this entry »
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Posted by HispanicPro
Content marketing continues to be one of the rising stars of the online marketing world as brands from American Express and Proctor & Gamble to GE and General Mills use it alongside more traditional strategies to reach their target audiences. Why? Unlike traditional marketing, branded content is engaging, provides value and adds to the online experience instead of interrupting it. Read the rest of this entry »
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Posted by HispanicPro
Customer retention has become a major focus for businesses. Yet, loyalty as a concept is vague, and we are seeing growing interest across a number of channels and verticals within the market to define what “customer retention” means. Does it mean that a customer repurchases? Does it mean that a customer interacts with your brand on social media? Where does advocacy fit into the picture? Read the rest of this entry »
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Posted by HispanicPro
After a year where two 1990s Internet darlings took home the top places in Reputation Institute studies–Amazon in the U.S. and Google, globally–food & beverage and consumer product companies roared back to the top of the reputation heap. Reputation Institute in partnership with Forbes Media, released findings from their 2012 U.S. RepTrak™ Pulse; a study that measures the 150 largest U.S. public companies. General Mills ranked number one in the study with a Pulse score of 83 after just missing the top 10 in 2010 and 2011. The company scored strongest in three key drivers of reputation, namely Products & Services, Governance and Leadership–and was also #1 in Citizenship. Read the rest of this entry »
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Posted by HispanicPro
Discounts and offers drive participation, but social media followers also want to show support
Consumers connect with brands both via email lists and by “liking” companies on Facebook. While users want to receive discounts and special offers via both channels, connecting with a brand on social media is an added public display of support. Read the rest of this entry »
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Posted by HispanicPro
Nearly four decades after the United States government mandated the use of the terms “Hispanic” or “Latino” to categorize Americans who trace their roots to Spanish-speaking countries, a new nationwide survey of Hispanic adults finds that these terms still haven’t been fully embraced by Hispanics themselves. A majority (51%) say they most often identify themselves by their family’s country of origin; just 24% say they prefer a pan-ethnic label. Read the rest of this entry »
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Posted by HispanicPro
Measuring the effectiveness of branded entertainment programs is the goal of a new model introduced by Ogilvy & Mather. The model is being endorsed by leading production and broadcast companies who plan to adapt the approach to support measurement of their branded entertainment properties. Read the rest of this entry »
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Posted by HispanicPro
Even as the nation’s economic outlook brightens, marketers continue to spend conservatively as budgets remain steadfast, according to the latest ANA (Association of National Advertisers) Recession survey, 6th edition. The majority of marketers surveyed (84 percent) are still being asked to tightly manage their controllable spending, which is a slight increase compared to last year (77 percent). This number peaked in 2009 with nine out of 10 marketers sharing this sentiment. Read the rest of this entry »
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Posted by HispanicPro
By Felipe Korzenny, Ph.D.
In 2011 with our national online data set we summed the number of hours per week that different cultural groups spend on different communication activities in English and in another language. Read the rest of this entry »
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Posted by HispanicPro
Marketers commonly assume that investment in branding and advertising will increase sales, profits and brand loyalty, but a recent Nielsen study suggests that marketing dollars spent do not necessarily mean revenue realized. Read the rest of this entry »
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Posted by HispanicPro
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