This past week, we were treated to two very intriguing — and yet seemingly contradictory — pieces of research concerning the state of marketing and the relative health and wellness of its fearless leader, the Chief Marketing Officer.
To begin, we have a Spencer Stuart study that reports the average tenure of the Chief Marketing Officer has doubled, from 23 months (2006 figure) to 45 months. Read the rest of this entry »
Leave a Comment » | 
Advertising, Marketing, Multicultural, Public Relations, Trends | Tagged: account planning, chief marketing officer, chief marketing officers, hispanic, marketing, media, multicultural, public relations | 
Permalink
Posted by HispanicPro
Will be available for download from HispanicAd.com and Broadcasting & Cable.
Will also be available from HispanicCMO.com, HispanicPRpro.com and HispanicAccountPlanner.com.
Leave a Comment » | Advertising, Marketing, Media, Multicultural, Public Relations, Trends | Tagged: account planning, advertising, chief marketing officer, chief marketing officers, hispanic, marketing, media, multicultural, public relations | Permalink
Posted by HispanicPro
Media viewing preferences are much like our individual penchants for food—they vary by region. Some of us love a good Philly Cheesesteak, while others might opt for a Maine lobster. The same is true for how we consume media, and subsequently how much we consume, according to Nielsen’s first Local Watch Report. Read the rest of this entry »
Leave a Comment » | Advertising, Marketing, Media, Multicultural, Public Relations, Research, Trends | Tagged: account planning, advertising, chief marketing officer, chief marketing officers, hispanic, media, multicultural, public relations | Permalink
Posted by HispanicPro
According to research led by a marketing professor at the University of Utah’s David Eccles School of Business, film studios might be better served with more targeted advertising that takes into account the movie-going habits of different communities, as well as how those communities respond to paid advertising and movie-review blogs. Read the rest of this entry »
Leave a Comment » | Advertising, Marketing, Multicultural, Public Relations, Research, Trends | Tagged: account planning, advertising, chief marketing officer, chief marketing officers, hispanic, media, multicultural, public relations | Permalink
Posted by HispanicPro
By Insight Tr3s
Mother’s Day is this Sunday, and for a second week we are taking a closer look at Hispanic Moms. As part of its 2012 research study, “Hispanic 18-34s Living the ‘Next Normal,” Tr3s talked to Latino families to find out more about what their lives are like. Read the rest of this entry »
Leave a Comment » | Advertising, Marketing, Media, Multicultural, Public Relations, Research, Trends | Tagged: account planning, advertising, chief marketing officer, chief marketing officers, hispanic, marketing, media, multicultural, public relations | Permalink
Posted by HispanicPro
The universe of U.S. television homes is growing—and so is the TV audience. According to Nielsen’s 2014 Advance National TV Household Universe Estimate (UE), there are 115.6 million TV homes in the U.S., up 1.2% from the 2012-2013 estimate of 114.2 million. Nielsen estimates that 294 million persons age 2 and older live in these TV homes, an increase of 1.6% from last year. Read the rest of this entry »
Leave a Comment » | Advertising, Marketing, Media, Multicultural, Public Relations, Research, Trends | Tagged: account planning, advertising, chief marketing officer, chief marketing officers, hispanic, marketing, media, multicultural, public relations | Permalink
Posted by HispanicPro
By Felipe Korzenny, Ph.D.
I have been conducting ethnographic interviews with Hispanics in the last several months and have visited many homes and talked to many Latino women. I have looked at their bathrooms and bedrooms and have seen many of the products these families use for styling their hair. I got the impression they are very much into the hair style product category, but qualitative observations can only go so far in terms of making generalizations about the population. Read the rest of this entry »
Leave a Comment » | Advertising, Marketing, Multicultural, Research, Trends | Tagged: account planning, advertising, chief marketing officer, chief marketing officers, hispanic, marketing, multicultural, public relations | Permalink
Posted by HispanicPro
In a world of constant change, being culturally relevant and future-focussed is increasingly important. Culturally-connected brands can be nimble and operate in real time. When your brand is part of culture, not sitting on the surface, you stand a better chance of being noticed and loved.
But how exactly do you connect with something as amorphous as ‘culture’? And how do you know when you’re doing it right? Read the rest of this entry »
Leave a Comment » | Advertising, Culture, Marketing, Multicultural, Public Relations, Trends | Tagged: account planning, advertising, chief marketing officer, chief marketing officers, hispanic, marketing, multicultural, public relations | Permalink
Posted by HispanicPro
Consumer use of user-generated online reviews has become critical to the automotive sector, according to a new eMarketer report, “Automotive Consumer Reviews: Social and Mobile Change the Car-Buying Game.” As trust in this content solidifies and technology enables more shoppers to contribute car-buying opinions, users reviews are becoming among the most influential type of review, rivaling once-dominant professional reviews. Read the rest of this entry »
Leave a Comment » | Advertising, Marketing, Media, Mobile, Multicultural, Public Relations, Social, Trends | Tagged: account planning, advertising, chief marketing officer, chief marketing officers, hispanic, marketing, media, multicultural, public relations | Permalink
Posted by HispanicPro
The latest economic forecasts have confirmed that the US is on a slow but steady trajectory towards recovery. Four months into 2013, there are clearer signs that this year will show moderate economic growth, despite the fiscal austerity and uncertainty that plagued the beginning of the year. Read the rest of this entry »
Leave a Comment » | Advertising, Marketing, Media, Multicultural, Public Relations, Trends | Tagged: account planning, advertising, chief marketing officer, chief marketing officers, hispanic, marketing, media, multicultural, public relations | Permalink
Posted by HispanicPro
A record 33.7 million Hispanics of Mexican origin resided in the United States in 2012, according to an analysis of Census Bureau data by Pew Research Center. This estimate includes 11.4 million immigrants born in Mexico and 22.3 million born in the U.S. who self-identified as Hispanics of Mexican origin. Read the rest of this entry »
Leave a Comment » | Advertising, Marketing, Multicultural, Public Relations, Research, Trends | Tagged: account planning, advertising, chief marketing officer, chief marketing officers, hispanic, marketing, media, multicultural, public relations | Permalink
Posted by HispanicPro
The Latino population in the U.S. is growing—and in places many people might not be looking. While historically Hispanic-designated market areas (DMAs) like Miami and New York still have the largest shares of the Latino population, new research from Nielsen highlights how the pace of growth is soaring in a range of areas outside of these concentrated immigrant gateways. Read the rest of this entry »
Leave a Comment » | Advertising, Marketing, Multicultural, Public Relations, Research, Trends | Tagged: account planning, advertising, chief marketing officer, chief marketing officers, hispanic, marketing, media, multicultural, public relations | Permalink
Posted by HispanicPro
In a joint partnership with comScore, BabyCenter has revealed new insights surrounding moms’ adoption and usage of social platforms across all devices. Today, moms are 20% more likely to use social media than the general population. Ninety-one percent of moms now use social media regularly – a 20% increase since 2010. And they expect their friends and family to use it too. In fact, 22% of moms say that if friends or family don’t participate in social media, they are not as much a part of their lives. Read the rest of this entry »
Leave a Comment » | Advertising, Marketing, Media, Multicultural, Public Relations, Social, Trends | Tagged: account planning, advertising, chief marketing officer, chief marketing officers, hispanic, media, multicultural, public relations | Permalink
Posted by HispanicPro
As part of its Thought Leadership strategy to provide in-depth understanding of the diversity of the Hispanic market, AHAA: The Voice of Hispanic Marketing explores the Upscale Latino segment as part of its research series released during the AHAA 2013 Conference. The study revealed that this viable and sophisticated market boasts 40 percent of Hispanic Spending Power, lives in a world of cultural duality, and provides lifetime value and upside opportunities for many high-end and luxury brands. The most influential segment since the baby boomers, Upscale Hispanics will drive shifts in category consideration, purchasing behavior and brand relationship. Read the rest of this entry »
Leave a Comment » | Advertising, Marketing, Multicultural, Public Relations, Trends | Tagged: account planning, advertising, chief marketing officer, chief marketing officers, hispanic, marketing, media, multicultural, public relations | Permalink
Posted by HispanicPro
45% of 18-34 Hispanics are choosing to live at home longer, resulting in more multi-generational Hispanic households and a tighter circle of trust among family
Tr3s unveiled key findings from its comprehensive study, “Hispanic Adult Millennials Living the Next Normal: Age of Uncertainty.” The Tr3s study includes research from Viacom Inc.’s recent global study “The Next Normal: An Unprecedented Look at Millennials Worldwide” and delves into the key reasons shaping millennial impressions, memories and emotions that speak to the uncertainty of young adulthood in today’s world (the economy, natural disasters and terrorism are US Hispanic Millennials’ top three concerns). The study furthers the findings from Viacom’s global study by also looking at these broad themes within the daily lives of U.S. Hispanic Millennials 18-29, Generation X’ers 30-39, and their families. The results were presented by Nancy Tellet, SVP of Research for Viacom International Media Networks – The Americas at the annual AHAA Conference in Miami. Read the rest of this entry »
Leave a Comment » | Advertising, Marketing, Multicultural, Public Relations, Research, Trends | Tagged: account planning, advertising, chief marketing officer, chief marketing officers, hispanic, marketing, media, multicultural, public relations | Permalink
Posted by HispanicPro
“To know thy own target audience” could be the mantra of today’s successful marketing campaigns. Hispanic Millennials, GenXers and Boomer generational segments have unique consumer buying patterns. How they view the marketplace is influenced by a combination of macro-trends of their respective generations, by their lifestage priorities, and by their cultural orientation. This AHAA study, in collaboration with AARP, Targeting the Best Hispanic Consumer: A Generational and Cultural Orientation Study, dives into the differences in buying behavior of these segments as well as how they compare to their general market counterparts. In doing so, this study identifies business building opportunities for marketers.
In this time of a growing Hispanic demographic, corporate focus on ROI, and an increasingly competitive market, Thought Leadership is vital for Hispanic marketers to succeed. Through a series of research studies, webinars and strategic partnerships with the best market research companies, AHAA is leading the charge to help educate marketers on the increased need to segment properly for higher ROI and not treat the vast Hispanic market as a “one size fits all.”
The study, underwritten by AARP, used Scarborough USA(2012) to measure product usage and Doublebase GfK MRI (2012) to measure attitudes and conducted a broad field study that tied the findings to key cultural metrics. Read the rest of this entry »
Leave a Comment » | Advertising, Marketing, Multicultural, Public Relations, Research, Trends | Tagged: account planning, advertising, chief marketing officer, chief marketing officers, hispanic, marketing, media, multicultural, public relations | Permalink
Posted by HispanicPro
By Insight Tr3s
Mother’s Day is almost upon us – a time for celebrating all that mothers do for their families. With the goal of uncovering what the Hispanic parents of today are really like, Tr3s talked to Latino families as part of its 2012 research study coined “Hispanic Adult Millennials Living The Next Normal: Age Of Uncertainty”. Read the rest of this entry »
Leave a Comment » | Advertising, Marketing, Multicultural, Public Relations, Research, Trends | Tagged: account planning, advertising, chief marketing officer, chief marketing officers, hispanic, marketing, media, multicultural, public relations | Permalink
Posted by HispanicPro
Experimenting with various mobile advertising tactics has helped CPG marketers stand out among other industries. As consistent spenders in the mobile advertising space, Millennial Media reported that from 2011 to 2012, the consumer goods vertical grew 235% on its platform. In addition, a study by comScore and Millennial Media found that the vertical’s primary goal of driving brand awareness is a core reason for expanded reliance on the mobile platform. Read the rest of this entry »
Leave a Comment » | Advertising, Marketing, Media, Multicultural, Public Relations, Trends | Tagged: account planning, advertising, chief marketing officer, chief marketing officers, hispanic, marketing, media, multicultural, public relations | Permalink
Posted by HispanicPro
“If everyone understood it, it wouldn’t be an opportunity.”
Those words, said about the U.S. Hispanic market by WPP Group CEO Sir Martin Sorrell, were tweeted Monday by dozens of attendees at the start of the annual ahaa conference in Miami Beach, Fla.
The event, billed Thinking Under The Influence, kicked off with a keynote address from Sorrell in which growth from Latin America was singled out as the driver of global growth for WPP, which has grown in the last decade to become the goliath of the advertising world. Read the rest of this entry »
Leave a Comment » | Advertising, Marketing, Multicultural, Public Relations, Trends | Tagged: account planning, advertising, chief marketing officer, chief marketing officers, hispanic, marketing, multicultural, public relations | Permalink
Posted by HispanicPro
Annual report, presented by López Negrete Communications, now available from HispanicAd.com
Hispanic market media strategist and veteran journalist Adam R Jacobson, in association with HispanicAd.com, has released the 2013 edition of Hispanic Market Overview, presented by López Negrete Communications.
This downloadable and easy-to-digest report, produced as a PDF for advertising, marketing, social media, and PR professionals who seek to increase their ROI by increasing their multicultural efforts, features insightful information and discussions of the key issues facing Hispanic media, advertising agencies, and marketing and advertising professionals.
Hispanic Market Overview, presented by López Negrete Communications is produced exclusively for HispanicAd.com, the Hispanic market’s leading advertising and media news and information site.
“This year’s report will build on the previous three editions of Hispanic Market Overview by offering a richer look at the rapid embrace of digital, social and mobile platforms by multicultural media and marketers,” says Jacobson, who launched Hispanic Market Overview in 2010 after a lengthy career as a journalist focused on Hispanic marketing and media. “Hispanic Market Overview, presented by López Negrete Communications is designed to provide the highest level of insight and observations from many of the Hispanic marketing and media world’s key players themselves.”
The 2013 edition of Hispanic Market Overview, presented by López Negrete Communications, features interviews with Acento CEO Roberto Orcí, López Negrete Communications CEO Alex López Negrete, Alma Chief Creative Officer Luis Miguel Messianu, Richards/Lerma principals Aldo Quevedo and Pete Lerma, Fox Hispanic Media chief marketing officer Oswald Mendez and EVP/Sales Tom Maney, Univision Communications EVP/advertising sales Steve Mandala, Telemundo SVP/Sales Joe Bernard, Discovery Networks US Hispanic GM Ivan Bargueiras, NuvoTV SVP/Ad Sales Craig Geller and programming head Bill Hilary, People en Español publisher Monique Manso, DishLATINO VP/Marketing Alfredo Rodriguez, Digilant head of multicultural initiatives Rafael Hernandez, Batanga Media VP/Marketing Natalia Borges, ESPN Deportes VP/Programming and Business Units Freddie Rolon and GM Lino Garcia, Fox Deportes GM Vincent Cordero, Radio Ink chairman/publisher B. Eric Rhoads, and research expert Carlos Viramontes.
The 2013 edition of Hispanic Market Overview, presented by López Negrete Communications, focuses on the following topics:
* The importance of research in guiding marketing, programming and sales at Hispanic media and Hispanic advertising agencies.
* The cross-platform convergence and the importance of digital, social, and mobile media in the U.S. Hispanic market.
* Top advertisers in Hispanic magazines and Hispanic websites, according to Media Economics Group.
* Ad spending trends in Hispanic media, according to Kantar Media.
* Population statistics and trends from Census 2010 and Pew Hispanic Center analysis.
“As we discuss throughout Hispanic Market Overview 2013, Spanish-language media is alive and well, and growing,” says Jacobson, who served as a multicultural analyst with global market research firm for much of 2012 and is the principal analyst for Arbitron’s Hispanic Radio Today 2010 and Hispanic Radio Today 2011. “Digital platforms are bringing culturally relevant content-and marketing messages-to a growing group of consumers that use Spanish, or English, or both. Pending immigration reform will increase the need for relevant Hispanic media. An improved economy could bring another wave of immigrants from Latin America to the U.S. Hispanic advertising professionals already know this. The question is this: Are multicultural marketers willing to listen and learn?”
Adam R Jacobson is a veteran journalist and multicultural media marketing strategist who served as a senior editor at Hispanic Market Weekly before launching his own consultancy in January 2010. He began his career in 1993 at HISPANIC Magazine, and served on the launch staff of Latina Style Magazine. From 1995-2006 he held several editorial positions at former industry trade publication Radio & Records and is a frequent conference speaker and panel moderator on Hispanic media and multicultural marketing trends. Jacobson’s work as a journalist has appeared in The Miami Herald, Latin Trade and LatinBusinessToday.com. He also serves as a corporate strategist for multicultural broadcast companies Davidson Media Group and Adelante Media Group.
Hispanic Market Overview, presented by López Negrete Communications is produced by Adam R Jacobson and distributed through a sales and marketing partnership with HispanicAd.com. AAAA (The 4As) members also are provided a complimentary copy of the report.
To download report CLICK HERE.
Leave a Comment » | Advertising, Marketing, Media, Multicultural, Public Relations, Research, Trends | Tagged: account planning, advertising, chief marketing officer, hispanic, marketing, media, multicultural, public relations | Permalink
Posted by HispanicPro
