Most marketers view their role as driving demand, either via upper funnel branding and awareness activities or lower funnel direct response, sales and retention activities. Advertising is generally viewed as one of the primary tools to drive consumer demand. But what is at the core of driving consumer demand? Changing consumer behavior. That behavior change could involve new product trial, increasing occasion, acquiring market share by driving preference change, or increasing retention. To quote Adam Ferrier from his influential book The Advertising Effect, "Advertising is really the business of behavior change."
The Hispanic population has nearly tripled in size since 1990 and has been the largest "minority group" since 2000. It represents more than half of the nation's growth in both population and consumer spending. This will continue to increase over time. With this momentum, marketers are finally starting to realize the value of these high-growth consumers. They're using geo-location and purchasing data, among other sources, to find out who their consumers are and what they buy. They claim that they're trying to reach Hispanics in a genuine way, but their messages are often lost. So how can they utilize all ...
A few decades ago, Frito-Lay was onto something. The year was 1994 and they realized that there were a lot of Latinos in Los Angeles. They also realized that Latinos had different taste palates and over-indexed in the salty snacks category. So they decided to launch "Sabrositas," a series of Latino-infused (Limon, Chile, etc.) line extensions for the Frito-Lay brand.
Last month, CPG giant and the world's largest advertiser Procter & Gamble declared that they would buy highly targeted Facebook ads less often. P&G will continue to invest heavily in Facebook advertising, but found that "targeting to super-specific audiences was expensive but didn't result in a big difference to its business."
Acculturation continues to be contested in our industry. The death of the Spanish language continues to be trumpeted. The need for specific Hispanic marketing efforts has even been called into question with the growing popularity of Total Market efforts.
A MediaPost op-ed by Luciana Gomez ignited a conversation within the Hispanic marketing industry regarding the relevance of Hispanic ad agencies. Gomez's piece opined that Hispanic agencies are experiencing stunted growth for a number of reasons. They are underpaying talent, have low client budgets, they need to work within pre-existing "general market" campaign structures, have an over-emphasis on Spanish TV, and stale insights. These agencies only have control of three of these issues.
An all-too-common challenge for marketers is significant disconnect between objectives (and budget allocation) for generating brand awareness and driving sales. The good news is, marketers who look beyond more traditional campaigns are finding ways to effectively accomplish both - including Amy Colella, VP of marketing communications at The Padilla Group. Seeking crossover appeal for Padilla Foods' El Yucateco hot sauce line, Colella turned to influencer campaigns to drive interest among a diverse U.S. audience.
It's no secret that the advertising business is being revolutionized by data and technology. However, data is not just a matter of gathering information. The real opportunity is how you correlate, integrate, interpret, and most importantly, how you can use this intelligence to deliver relevant content to your desired audience.
Pokemon Go is the fastest mobile game to reach 10 million downloads. It's official: Augmented and virtual reality is the new frontier. Every time I am out and about and see an increasing number of people staggering around with their eyes glued to their phones, I find myself thinking about the marketing opportunities this new technology represents, especially for U.S. Hispanics.
Gen Z is a wholly unique generation and carving their own path as we see on our latest research initiative, We Are Gen Z, a collaboration between our research agency and Sensis. They are the largest, most ethnically diverse generational cohort the U.S. has ever seen. With Gen Z representing 26% of the population at 83 million strong, Gen Z will be reshaping multicultural marketing as we know it.