By Louis Maldonado – partner, managing director / d exposito & Partners
The article from Andrés Ordoñez regarding NBC’s “The Voice” provided a helpful analogy to help illustrate the importance of cultural relevance regardless of language. It prompted me to offer another example from those same blind auditions, which I believe is a truly compelling example on the impact of cross-cultural influence and the increasingly global mindset that exists in today’s new America. Read the rest of this entry »
By Louis Maldonado – partner, managing director / d exposito & Partners
U.S. smartphone penetration is approximately 57 percent so it’s no surprise that consumers are using their phones to assist with shopping needs. What’s interesting is 16 percent of Hispanic shoppers are using their mobile device to make purchases compared to 12 percent of general market shoppers. This was revealed in the latest issue of The Checkout , an ongoing shopper behavior study conducted by The Integer Group and M/A/R/C Research. Read the rest of this entry »
Is there really ever anything that can positively impact business more than a relationship with an end consumer that buys your product? I doubt it.
At Univision we are fortunate to represent a consumer that loves to eat out. In fact, NPD’s CREST data demonstrates that Hispanics visit more often, spend more money and order more items at quick-service restaurants (QSRs) than non-Hispanics. These insights about Hispanic consumers are a key factor in driving brands like McDonald’s to lead with ethnic insights. Beyond their significant contribution to business, Burke’s QSR Landscape study shows us that Hispanics use the restaurant experience as a way to connect with family and friends, and that they especially value freshness and authenticity in their restaurant meals. This could be one of the reasons why Taco Bell is using Spanish-language music and taglines (Live Más) and leveraging the popularity of Venezuelan Chef Lorena Garcia to appeal to this valuable consumer. Read the rest of this entry »
Loyalty and engagement platform PunchTab shared results of a survey of over 600 moms that offers new insights into what works to motivate engagement and purchase from this high-value audience segment. The data shows that 81 percent of moms will engage more with a brand when offered some type of reward, and that rewards can work to increase a brand’s social following, boost positive word-of-mouth and to driving more sales. The study also reveals that some non-financial incentives — such as elite status or early access to products — can be very effective behavior motivators. Read the rest of this entry »
I’ve been a marketer for years, regardless of what my title was or where I worked. And I’ve learned one inalienable truth in my career: If you want to be a successful marketer, you need to learn how to sell. Read the rest of this entry »
The online video advertising ecosystem has gained both prominence and complexity, but that might be because buyers have found that the ads really work. A March 2013 survey of US advertising agency executives conducted by online video ad platform BrightRoll found that the vast majority of respondents (75%) said online video ads were equally or more effective than traditional TV. Nine out of 10 also thought online video ads had equal or greater impact than display ads. Read the rest of this entry »
Like all young people today, Hispanic adult Millennials have a reputation among older adults as being digital addicts. Boomers and Xers themselves tend toward extremes, and so they often perceive Millennials’ use of tech devices as excessive. But do young people see it that way? Read the rest of this entry »
parago’s third annual shopper study, “Let’s Make a Deal,” revealed that deal seeking has grown significantly in the past year. It is now a behavior consistently seen in shoppers from all demographics. Deal seeking is no longer just trendy or born completely out of necessity. Shoppers continue to seek out the very best prices and are willing to go out of their way to save even a little bit. Read the rest of this entry »
There is no question that mobile is becoming an essential shopping tool for many US moms. According to a March 2013 survey from retail solutions company Alliance Data, more than half of surveyed mom internet users reported using their smartphone or tablet at least weekly for some aspect of shopping, whether it be research or buying. And 35% of respondents said they used their device daily for shopping purposes. Read the rest of this entry »
Teens are sharing more information about themselves on social media sites than they have in the past, but they are also taking a variety of technical and non-technical steps to manage the privacy of that information. Despite taking these privacy-protective actions, teen social media users do not express a high level of concern about third-parties (such as businesses or advertisers) accessing their data; just 9% say they are “very” concerned. Read the rest of this entry »
To download report CLICK HERE.
We have seen results from the Census, the impact during the elections, and couple of weeks ago during prime time, on NBC’s show “The Voice”, the world was introduced to Cathia. Read the rest of this entry »
Device fragmentation is a tenacious problem for content providers and advertisers. The rapid adoption of smartphones and tablets, the growing popularity of internet-connected TVs and the promise of web-enabled everyday devices like watches and eye glasses means digital content will need to be served to an ever-increasing number of screens, according to a new eMarketer report, “Responsive Design: A Solution for Publishers, a Question for Advertisers.” Read the rest of this entry »
This past week, we were treated to two very intriguing — and yet seemingly contradictory — pieces of research concerning the state of marketing and the relative health and wellness of its fearless leader, the Chief Marketing Officer.
To begin, we have a Spencer Stuart study that reports the average tenure of the Chief Marketing Officer has doubled, from 23 months (2006 figure) to 45 months. Read the rest of this entry »
Media viewing preferences are much like our individual penchants for food—they vary by region. Some of us love a good Philly Cheesesteak, while others might opt for a Maine lobster. The same is true for how we consume media, and subsequently how much we consume, according to Nielsen’s first Local Watch Report. Read the rest of this entry »
Mother’s Day is this Sunday, and for a second week we are taking a closer look at Hispanic Moms. As part of its 2012 research study, “Hispanic 18-34s Living the ‘Next Normal,” Tr3s talked to Latino families to find out more about what their lives are like. Read the rest of this entry »
I have been conducting ethnographic interviews with Hispanics in the last several months and have visited many homes and talked to many Latino women. I have looked at their bathrooms and bedrooms and have seen many of the products these families use for styling their hair. I got the impression they are very much into the hair style product category, but qualitative observations can only go so far in terms of making generalizations about the population. Read the rest of this entry »
In a world of constant change, being culturally relevant and future-focussed is increasingly important. Culturally-connected brands can be nimble and operate in real time. When your brand is part of culture, not sitting on the surface, you stand a better chance of being noticed and loved.
But how exactly do you connect with something as amorphous as ‘culture’? And how do you know when you’re doing it right? Read the rest of this entry »
A record 33.7 million Hispanics of Mexican origin resided in the United States in 2012, according to an analysis of Census Bureau data by Pew Research Center. This estimate includes 11.4 million immigrants born in Mexico and 22.3 million born in the U.S. who self-identified as Hispanics of Mexican origin. Read the rest of this entry »