There has been a lot of talk about Millennials embracing mobile payment. Last month, Chuck Martin published an article in MediaPost's "MobileShopTalk" about consumers being slow to adopt mobile wallet use.
Despite the fact that the 2016 presidential election did not go the way most Latinos would have hoped, there are some important insights that marketers can glean from it.
After years of explosive demographic growth, Latinos are not only defining the trends and culture of today's new American mainstream, but they are now in the unique position to decide this election. As a marketing association, we have seen how getting Hispanic marketing right can make or break a business's ROI, and it is the same in politics. The Hispanic impact is on the mind of every CMO today, and organizations - political or otherwise - that wish to stay viable need to understand their audience and what's important to them, identify the right ambassadors and connect authentically where they ...
One of the cornerstones of the Total Market approach is the application of key cultural elements strategically across all segments. But even before the concept of Total Market emerged, multicultural marketing relied heavily if not exclusively on cultural elements to connect with diverse audiences.
This month, I had the opportunity to attend the Association of National Advertisers' Multicultural Conference and participate in the launch of the "We Are Gen Z Report." It was an interesting intersection of where cultural marketing is today and where I think it's going in the future.
Scale (or multi-brand) retail programs have been around for a long time. This is not new news. However, when it comes to Hispanic scale programs, the dynamics tend to be a little different.
Each year, I look forward to analyzing the Hispanic Fact Pack to see how our industry continues to grow and evolve. For this post, I pulled out 10 stats you can use to convince your boss to invest in Hispanic marketing.
It has been interesting to follow the conversation this year regarding the application of Total Market strategies and how they relate to the future of Hispanic ad agencies. While predictions and solutions differ, one thing is clear: Total Market is here to stay.
When I started my career in marketing back in the early 2000s, Hispanic marketing was a tremendous career growth opportunity. The Latino market was underserved and Hispanic marketing expertise was at a premium as many companies across industries where trying to figure out how to win with this elusive consumer. Hispanic agencies and different marketing approaches emerged; companies invested billions of dollars in their Hispanic marketing efforts.
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."