Marketing

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:

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.

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.

A world divided into brand and bulk advertising?

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

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

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.