In theory the application of zero-based budgeting to marketing ought to be a good thing: no more budgets based on historical spending and funds allocated between options based on current performance. What is not to like? How about the fact that there is often a huge divide between theory and practice?  by Nigel Hollis

With major issues in the headlines affecting the multicultural community, there is no shortage of information sharing and social activism—both with in-person protests and social media fundraising. For example, according to the Washington Post, one in five Americans have protested in the streets or participated in political rallies since the beginning of 2016. Of those, 19 percent said they had never before joined a march or a political gathering.  By: CMC Research Chair Nancy Tellet

At a time when gaining new customers is a critical strategy for growth, it's important marketers understand why Hispanic consumers are a key segment looking for all kinds of product and service solutions.   Within this community, Latinas in particular have a huge influence on household purchases, so getting to know them better will be integral to developing a brand's strategic marketing plans.

This thought was prompted by a comment made by one of our clients. Usually when we talk about the benefits of developing a strong brand we focus on its potential to amplify gains, to sell more or to price higher; but what if the greatest benefit of a strong brand is to help a business survive setbacks?  by Nigel Hollis

In the latest episode of “Behind the Numbers,” eMarketer’s Eric Haggstrom and Chris Bendtsen discuss how traditional media is changing. Are people spending less time watching TV? Is radio staging a comeback?

Radio is America’s top weekly reach platform, both overall and with Black and Hispanic consumers—75 million of whom tune in each week. This Audio Today report profiles those audiences, their listening preferences, technology trends, and the unique value they offer to advertisers with a “sound strategy.”

  By Gonzalo López Martí - Creative director, etc/LMMiami.com

  • I guess everything that could be said about the Nikaepernick salvo has already been voiced, written and memed.
  • Want my personal opinion?
  • It was a genius marketing move.

In the era of “fast products” and digital disruption, delivering growth requires putting in place new predictive consumer-growth capabilities, including innovation, based on speed, agility, and scale.

The promise of digital marketing is very exciting: delivering the right message to the right person in the right place and at the right time. In marketers' quest for this holy grail, much attention and budget has been focused on the media side of the equation (i.e., the person, time, and place).

With the prominence of social media in this day in age, it’s easy to keep up with celebrities in real time. In addition to following celebrities and brands on social media, people are also following their favorite influencers. Whether you’re interested in fashion, makeup, fitness, or gaming, there is a community of influencers out there that may interest you. Influencers often post about their favorite products, trends and brands that they can’t live without. The influencer market is booming, so what does that mean for brands?  By: CMC Research Chair Nancy Tellet

 

These days, it’s the rare CEO who doesn’t know that businesses must become analytics-driven. Many business leaders have, to their credit, been charging ahead with bold investments in analytics resources and artificial intelligence (AI). Many CEOs have dedicated a lot of their own time to implementing analytics programs, appointed chief analytics officers (CAOs) or chief data officers (CDOs), and hired all sorts of data specialists.

When most people think of radio formats of appeal to Hispanic consumers, their minds may drift to regional Mexican, or perhaps the ever-popular "trap" music and Latin Urban reggaetón-infused sounds making waves from L.A. to Miami. There may be another big opportunity to drive growth with Latino radio listeners you've not yet considered. And, it may not even involve a format change.

Marketer optimism in the overall economy dipped slightly. The same holds true when comparing to the previous quarter.  Superior product quality and customer service remain the top two overall customer priorities. In general, product company customers prioritize quality and innovation while service company customers prioritize trusting relationships.

The first rule of “Culture Club” is that we always talk about “Culture Club!” No, we’re not talking about rock bands, music videos or cult movies. “Culture Club” refers to any platform, digital or traditional with in-culture specific content for a multicultural segment. Whether it’s a specific site, app or even  in-culture content in “mainstream” places, it’s this  in-culture digital content that is hitting homeruns out of the park among multicultural consumers! Digital Lives 2018, a study by the Culture Marketing Council: The Voice of Hispanic Marketing (CMC) found that culture drives digital behavior across all multicultural segments, but even authentically diverse ads done correctly in the mainstream can increase engagement with multicultural and some millennial non-Hispanic whites (NHW)!  By Nancy Tellet - CMC Research Chair

Social media wasn’t the realm of any one person, department or organization. It was owned by everyone and no one. The only thing early adopters of social media had in common was the desire to create change.  

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