At the end of the year the US Census will begin releasing data from the 2010 Census. The answer s to ten questions will have a profound impact on how we see ourselves as a nation. Across the nation you can expect to see headlines like: “Hispanic Population Grows 42%; Non Hispanic Only Grows 5%”. The coverage will be on every news outlet. In your inbox you can expect an email from your CEO with a link to one of these articles with the question, “What is our strategy?” Not “What is our Hispanic strategy?” The census will show we've moved beyond that. Marketing to Hispanics will now be an integral part of every marketing strategy. By Mary Zerafa is VP of Strategy and Integrated Marketing for impreMedia.

Available at HispanicCMO.com

It's a simple mantra that seems foreign, counterintuitive and down-right risky to those raised with traditional media. But, consumer created media is one of the strongest influencers in the buying decision. Consider these statistics:

One of the most popular measures of relative marketing effectiveness continues to be monitoring share-of-voice (SOV), a metric based on your total marketing/advertising spend as a percentage of the total spend in your category. Some even go a step further and look at an index of SOV to SOM (share of market). The argument for doing so is that if your SOV is less than your SOM, you are at risk of losing share. Presumably, the converse is then also true -- that if your SOV is greater than SOM, you should expect to gain share.

Available at HispanicCMO.com

Last week, the Association of National Advertisers (ANA) held its annual Multicultural Marketing Conference, and despite a heavy-hitting agenda focused on the importance of targeted and relevant communication to drive growth in the multicultural segment, many attendees and reporters walked away with the misperception that a singular insight focused on cultural commonalities should guide marketing strategy. That one-size-fits-all marketing approach doesn’t deliver multicultural consumers. In fact, some of the country’s top marketing thought leaders at the conference cited case studies in which specific multicultural insights, which reporters erroneously called narrowcasting, indeed were the cornerstone of their profit-building campaigns.

By Jessica Pantanini, chair of the Association of Hispanic Advertising Agencies (AHAA) and COO of Bromley Communications.

I've spent the last 30 years of my life creating advertising. I've worked with just about every conceivable type of product from credit cards to computers, automobiles to airlines, hamburgers to haircuts.

In order to connect with their audience, some advertisers use humor, others use startling facts, and others still use images or themes that might elicit an emotional response. When asked about a few images often used in advertising to elicit a reaction from viewers, two in five Americans (41%) say that given the options of "a puppy", "a baby", "a sweet old lady" and "a sweet old man", a puppy is most likely to tug at their heart-strings when they see it in a commercial. One-third say a baby (34%) is most likely to do so, while small percentages say a sweet old lady (3%) or a sweet old man (2%); 19% say none of these is likely to tug at their heart-strings.

TracyLocke is an integrated marketing agency that helps consumer brands and retailers devise and implement shopper marketing initiatives. Ted Flinn leads the agency’s shopper marketing and engagement marketing strategy for Starbucks, Sun Products and KAO Brands. Flinn spoke with eMarketer’s Tobi Elkin about the evolution of shopper marketing and why understanding all the digital touchpoints along a consumer’s path to purchase is critically important to brands and retailers.

Available at HispanicCMO.com

A world divided into brand and bulk advertising?

Why brand consultants need critical understanding of emerging management practices for building sustainable reputation for their clients.

Brandgym’s research shows the CMO role moving beyond one of coordinating and sharing best practice into a more hands-on job of driving brand vision to action.

Available at HispanicCMO.com

Mintel has predicted the worldwide consumer packaged goods (CPG) trends set to make an impact in 2011.

Available at HispanicCMO.com

Many people ask what performance marketing is -- but I think it's clear that ALL marketing is performance marketing. 

Retailers want to cultivate loyal shoppers. At the same time, CPG manufacturers want to make sure their products are available in the retail channels where their consumers shop. Nielsen research shows that those shoppers who use two or more retail channels spend more money – a lot more money. How much more do they spend? What categories benefit most from the expansion of the number of retail channels over the past decade? And how can retailers attract a greater portion of consumers’ shopping dollars?

It's getting clearer by the day that mobile marketers can learn a lot from social marketers. This never struck me as much as it did last week while watching OMMA Mobile's keynote speaker, Andy Graham, who leads mobile strategy at Adidas.

The Daily News of New York City, which is the fifth most-widely circulated daily newspaper in the United States with a daily circulation of over 600,000, has featured today YouTube's Moments to CultuRise; the 1st YouTube Channel dedicated to empower business leaders and executives with up-to-date news and insights on the Hispanic market. Showcasing a half-page picture of host and marketing executive Liliana Gil, today's “Your Money” has features Gil's channel as an innovative way of Reaching out, Online to impact the economy and businesses today.

Available at HispanicCMO.com

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