There is increasing pressure on marketers to deliver increased marketing ROI through improvements in marketing performance metrics and resultant reductions in acquisition costs.

Interbrand’s 2010 Best Global Brands report shows how the world’s most powerful brands are performing in a new marketplace that is increasingly being defined by consumers.

The past decade has seen a rising awareness of the importance of mothers as consumers. Once thought to be stereotypical purchasers of household products, mothers now are the drivers of most product and service decisions in their households, and businesses are recognizing this.

A packed house confirmed one more time that Colombian pop-star Shakira has transcended to a new level of relevancy, influence and global appeal! So much that even Colombian President Juan Manuel Santos, along with the former president of Chile, Michelle Bachele and Queen Rania of Jordan took time from the UN General Assembly meetings to support this Latina sensation... we even spotted actor Jim Carrey as one more fan in the audience chanting for “Shakira, Shakira!” By Liliana Gil, Managing Partner & Chief Cultural Offices, AG-XL Alliance.

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Some of today’s greatest success stories in branding blend ingredients from the three kinds of marketing media: paid, owned and earned. Paid media is advertising inserted next to another’s content; owned media is brand-created content; and earned media is getting someone else to provide content about a brand.

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Forty-one percent of Americans say they have purchased a product in the past year because it was associated with a social or environmental cause (41%), a two-fold increase since Cone first began measuring in 1993 (20%). But even as their purchasing power grows, consumer appetite for socially conscious shopping has yet to be satiated. A full 83 percent of consumers want more of the products, services and retailers they use to benefit causes, according to the new 2010 Cone Cause Evolution Study, the nation’s only 17-year benchmark of cause marketing attitudes and behaviors.

Dell announced that Karen Quintos, a marketing executive at Dell for more than 10 years, has been named senior vice president and Chief Marketing Officer, reporting to Michael Dell, chairman and CEO.

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In its most recent issue, COLLOQUY magazine, the voice of loyalty marketing since 1990, explores a U.S. population segment that arguably constitutes the greatest untapped opportunity for loyalty marketers: Emerging Hispanics. DOWNLOAD A COPY HERE.

No doubt you've heard, "It costs less to keep customer than it does to create a new one." Assuming this is true, it would seem logical that companies should spend more on acquisition than retention, which is exactly how the data play out.

The global advertising and media industry has been going through massive changes in recent years, between the inexorable shift from traditional to digital channels and a recession that damaged markets around the world.

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Audience data has become a vital currency for marketers. Offline, use of such data for targeting is old news.

Brand engagement can happen anywhere—a fact recognized by the US senior-level marketers surveyed by integrated marketing solutions provider Alterian, 60% of whom said most customer engagement happens both online and offline. The rest of the respondents were split evenly between the two. Customers likewise indicate that they expect several touchpoints with a brand. Nearly 80% of web users surveyed in Q2 2009 by ATG said they used at least two channels to conduct product research.

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The numbers speak for themselves: Latinos Hablan Toyota. In recent years, Toyota has been regarded as Latinos' brand of choice, ranking No. 1 among Hispanics in the U.S.(1) In celebration of its loyal Latino fans, Toyota has created a unique way for them to showcase pride in both their culture and Toyota: somos muchos LATINOS. somos muchos TOYOTA.

Martin Lindstrom’s book, Brand Sense, revealed that “the more sensory memories activated, the greater the bond the customer has with the brand.” This is a strategy that too many brands are not leveraging the way they could with a bit of ingenuity and creativity. In this paper, Suzanne shares “real examples of brand engagement and loyalty strategies that work.”

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Last Sunday afternoon I was in a coffee shop enjoying a good read and great Colombian coffee; I was sitting next to two young Latinas - around 22-24 years old each - who were talking about everything: school, work, boyfriends, girl friends, music, movies, etc.

Now, I was not eavesdropping, but could not help but hear them talk based on my proximity to them.

They spoke mostly in English, but did mix it up with Spanish every now and then.

By: Enrique R. Turégano - alPunto Advertising

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