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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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
comScore, Inc. and UPS released the second UPS Pulse of the Online Shopper: A Customer Experience Study, a report analyzing e-commerce preferences including mobile trends, social media impact and the integrated buying experience of shopping in physical stores and online – also known as omnichannel retailing. Read the rest of this entry »
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Posted by HispanicPro
June 15, 2013
An overwhelming share of America’s lesbian, gay, bisexual and transgender adults (92%) say society has become more accepting of them in the past decade and an equal number expect it to grow even more accepting in the decade ahead. They attribute the changes to a variety of factors, from people knowing and interacting with someone who is LGBT, to advocacy on their behalf by high-profile public figures, to LGBT adults raising families. Read the rest of this entry »
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Posted by HispanicPro
June 13, 2013
By Gene Bryan – CEO / HispanicAd.com
The U.S. Census Bureau announced Asians were the nation’s fastest-growing race or ethnic group in 2012. Their population rose by 530,000, or 2.9 percent, in the preceding year, to 18.9 million, according to Census Bureau annual population estimates. More than 60 percent of this growth in the Asian population came from international migration.
By comparison, the Hispanic population grew by 2.2 percent, or more than 1.1 million, to just over 53 million in 2012. The Hispanic population growth was fueled primarily by natural increase (births minus deaths), which accounted for 76 percent of Hispanic population change. Hispanics remain our nation’s second largest race or ethnic group (behind non-Hispanic whites), representing about 17 percent of the total population.
Those are the stats, no questions here. But ….. Read the rest of this entry »
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Posted by HispanicPro
June 13, 2013
Burst Media released the results of a survey revealing how and why web users interact with brands via social media. Conducted in March among 2,577 U.S. online adults aged 18 or older, the study found that the effectiveness of social cues in advertisements varies by the medium the ad appears in. Among respondents who recall social media prompts in advertising, digital ads (61.0%) and television ads (58.7%) are most effective at driving interaction with a brand’s social platforms such as Facebook, Twitter and Instagram. These are followed by print ads (52.4%), radio ads (41.5%) and outdoor ads (39.4%). Read the rest of this entry »
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Posted by HispanicPro
June 13, 2013
A new survey released by Lyris, Inc. and conducted by The Economist Intelligence Unit (EIU), shows that 45% of marketing executives are failing to use Big Data to understand consumers.
Despite the vast amounts of consumer interactive data available, the survey reveals a disconnect between marketing strategy and what is really influencing consumers. For example, 70% of consumers believe attempts at personalization are superficial and 63% of consumers claim that they have grown numb to it. The survey also indicates senior marketing executives fail to appreciate the most important channels influencing purchase and ROI. Read the rest of this entry »
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Posted by HispanicPro
June 13, 2013
Marketers are missing a powerful opportunity to engage with consumers and deliver personalized experiences that drive brand affinity, according to research released from Adobe Systems Incorporated. The global study The State of Online Advertising, polled both consumers and marketers in seven countries across the United States, Asia-Pacific and Europe and exposes new global insights into the effectiveness of online marketing. Read the rest of this entry »
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Posted by HispanicPro
June 12, 2013
In new research, GroupM Next, along with Compete, a Kantar company, examined more than 168,000 purchases of consumer electronics, where the consumer used digital media in at least one step, with the goal of finding where consumers go online to make their purchase decisions—and why. Nearly half (48%) of all purchases studied were heavily influenced by digital media and advertising. It’s an obvious signal to brands that the shift among consumers of time spent on and giving attention to digital continues, and investments, both in media and content, will continue to be strategic imperatives. Read the rest of this entry »
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Posted by HispanicPro
June 12, 2013
The average revenue of media and entertainment (M&E) companies will shortly cross the 50% mark from majority traditional to majority digital, according to a new report, Digital agility now! Creating a high-velocity media and entertainment organization in the age of transformative technology , released by Ernst & Young that surveyed more than 550 senior executives from global M&E companies. Today, revenue from digital is 47% and survey respondents say that by 2015 it will account for 57% of revenue – thus making digital the new norm and the primary source of revenue for M&E companies. Read the rest of this entry »
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Posted by HispanicPro
June 12, 2013
By Insight Tr3s
Father’s Day is this weekend, and to celebrate Tr3s is revealing more of its latest research on today’s young Hispanic parents from its 2012 research study, Hispanic Adult Millennials Living the Next Normal: Age of Uncertainty. Last month in our blog, we showed that young Hispanic parents today are not gatekeepers but fortress keepers. They decide carefully what to keep out of kids’ lives and are very selective about what they let in. And fortress keepers aren’t just moms – young dads are also highly involved in controlling their children’s environments. Read the rest of this entry »
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Posted by HispanicPro
June 12, 2013
The growth of mobile advertising is slowing spending directed toward desktop ad formats faster than expected, according to new figures from eMarketer, raising the question of whether spending on desktop formats like search and banners will ever grow again. Read the rest of this entry »
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Posted by HispanicPro
June 11, 2013
With the rise of new technologies and cross-screen marketing, the advertising arena is beginning to embrace an omnichannel approach. While this movement has been derided in the past for its call to tear down functional and channel-specific execution silos, today’s technological advances are forcing a rethink of omnichannel marketing approaches – attracted to the informed, consistent dialogue it creates with targeted audiences across multiple screens. This shift highlights the need for in-depth research and analysis as a critical next step in omnichannel’s progression. In response, the Interactive Advertising Bureau (IAB) and Winterberry Group today released “Taking Cues From the Customer: ‘Omnichannel’ and the Drive For Audience Engagement,” a white paper that for the first time provides a comprehensive look at the origins and likely evolution of omnichannel customer engagement strategies, while also identifying capabilities that marketers and publishers need to possess in order to capitalize on its promise. Read the rest of this entry »
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Posted by HispanicPro
June 11, 2013
A new study by Digitas finds that LGBT individuals and families are embracing the “mobile first” way by adopting smartphones and tablets to manage family households, plan and book travel, and leverage mobile shopping technology. Digitas partnered with Community Marketing, Inc. (CMI) to survey 1,595 lesbian, gay, bisexual, and transgender respondents with mobile devices in the United States, ages 18 and older. The findings demonstrate that LGBT mobile device users have a higher understanding and level of activity with mobile devices compared to general population users. Read the rest of this entry »
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Posted by HispanicPro
June 11, 2013
While disparities in Internet use persist among racial and ethnic groups, smartphones appear to be helping to bridge the digital divide, according to a report issued today by the U.S. Census Bureau. Read the rest of this entry »
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Posted by HispanicPro
June 9, 2013
Few members of the C-suite rely on marketing data to make strategic decisions, according to the joint VisionEdge Marketing (VEM), ITSMA, and Forrester Research, Inc. 2013 Marketing Performance Management (MPM) Survey. Just 9% of CEOs and 6% of CFOs leverage marketing data in this manner. The reason? Marketing dashboards report marketing activity rather than business outcomes, as marketers cling to performance metrics to continuously justify budgets and resource allocations — when instead they should show how marketing moves the needle on top-line growth or profitability. Read the rest of this entry »
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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.
