Marketing | HispanicAd.com

The Best Brand Responses to the Recession

October 23, 2009

After almost a year spent surveying brand and consumer response to the recession through our AnxietyIndex.com, we found that only a handful of the 350 examples we collected across 24 countries truly stood out. Creating innovative work isn’t easy in any economic climate; it’s even harder when marketing budgets are low and risk aversion is high.

Deep Brand Engagement creates Customers.

October 19, 2009

The power of online brand interaction is not to be denied: A solid majority of connected consumers have had their opinion of a brand swayed, either positively or negatively, by an online experience.

Irrelevant communications contributes to Customer Defection & Alienation.

October 19, 2009

Consumers are taking control of in-bound communication channels, unsubscribing to irrelevant email, and defecting from brands that continue to deliver irrelevant content and random mass mailings, according to a new poll from the Chief Marketing Officer (CMO) Council and InfoPrint Solutions Company.

There's a New Urban Consumer among us.

October 19, 2009

In the not so distant past, the young urban market was defined by stereotypical images of African-American youth clad in baggy jeans and over-sized shirts listening to loud rap music.

The definition of today's urban lifestyle consumer has clearly evolved, outgrowing many of the preconceived notions of what urban is. No longer confined to a demographic living in inner-city zip codes, these urban consumers have come to represent a specific mindset born out of the unique energy, creativity and diversity of America's urban centers.

CMOs need greater Engagement internally & through Social Networks.

October 17, 2009

More than four out of five (84 percent) chief marketing officers (CMOs) allocate less than ten percent of their budgets to experimenting through social media and non-traditional communications channels, with more than half (55 percent) allocating just five percent or less, according to a study by The CMO Club and Hill &
Knowlton.

Insights that Incite: Unlocking the Simple, Yet Untapped

October 11, 2009

Arguably the most effective and enduring communications are born from single, simple insights into human behavior -- or more specifically, human consumer behavior. Insights so simple, in fact, that once revealed people react by saying, "That must already exist," or "Why didn't I think of that." By Jeff Swystun. Available here and HispanicCMO.com

Marketers strive to become Visionaries.

October 11, 2009

Marketers want to be seen as visionaries- individuals who can shift perspectives and capabilities to bring about game-changing outcomes in their organizations. However, they are further away from this realization than they think, according to a new study by the ANA (Association of National Advertisers) in partnership with Prophet. This key finding was revealed in The State of Marketing Survey: The Shift, a survey of 150 marketers, from director level to chief marketing officer. This wide-ranging study examined the marketers' current roles, the depth of their collaboration with C-level and corporate executives, and their ability to manage customers and consumers.

CMO council to study relevance, performance & value of Branded Content.

October 09, 2009

With custom branded content and media channels continuing to multiply in North America, the Chief Marketing Officer (CMO) Council and the Custom Publishing Council (CPC) have formed a strategic alliance to study ROI in an area of marketing spend that totaled $33 billion in 2008.

Integrated Measurement: Online Advertising Grows Up

October 09, 2009

As with many of us who have spent our entire careers on the Internet, I have a bit of media establishment envy. Don’t get me wrong, I love the Internet; I’ve spent the past 10 years analyzing the Web and continue to believe the future is in truly interactive media. Sentiment aside, for the most part Internet professionals have spent much of our careers at the proverbial kids’ table. For far too long the Internet has been relegated to the “experimental” or “emerging media” categories.

Struggling Consumers say Companies Connect by driving sales via Cause.

October 05, 2009

The 2009 PR Week / Barkley Cause Survey uncovers that while consumers have decreased spending on charitable giving, 91% expect companies to fill that gap and showcase their commitment to the greater good (up from 86% in 2008). The study also reveals that cause can make strong business sense for brands by increasing trial, loyalty, sales, and even higher prices at the cash register. Download study here.

Untangling Brand Equity, Value, Assets and Health.

October 04, 2009

The notion of brand equity has been common currency amongst marketers for several years. And barely a day goes by without marketing, HR and other departments speaking about the health or value of their brand.

Youth Purchases swayed by Brands' Support of Causes.

October 04, 2009

It's not just adults who vote with their wallets in supporting socially responsible brands. Increasingly, young people do too.

Consumers Demand Brand Interaction.

October 02, 2009

Brand interaction with consumers via new media has gone from a nice-to-have to a need-to-have over the years, a development supported by research from Cone.

Bad Campaign Worse than None at All.

October 02, 2009

Online marketers had better not be negligent. Good creative makes a successful campaign, but data from Dynamic Logic suggests that the worst-performing campaigns can actually negatively affect brand metrics.

Brands on The Brink.

October 02, 2009

At a time when many marquee brands have filed for or are teetering on the edge of bankruptcy, and others face their toughest times in decades, licensing is increasingly being used to generate revenue for brands, stave off insolvency or as a new business model altogether.

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