With 59 percent of senior marketers stating that they need to introduce more disciplined marketing execution systems to improve their existing marketing process, there is a need to understand, what does it take to shift from the status quo? We have identified five key principles marketers must optimize in order to streamline the fulfillment link of the overarching demand chain.
Reaching Hispanics via interactive media should be on the top of any marketers to do list during the next decade. For key data points validating Hispanic marketing read our Special 2010 Census Preview Issue. In the below Q&A, Joe Kutchera, author of “Latino Link” a book recently published by Paramount Books, lets us know about the do’s and don’t’s when it comes to marketing to U.S. Hispanics online. He also provides in-depth views on SEO.
We spoke with Felix Palau, VP of Marketing for Tecate Equity about this initiative, the plans for next year and the 2010 US Census.
Advertisers are increasingly using social networking sites to market their products. Some social networks are betting almost exclusively on the mobile platform…
In our regular Best Practices Marketing to Hispanics feature (every Tuesday on www.portada-online.com), today we take a look at Macy's marketing practices. The below text is based on a presentation by Krystin Page, Macy's Multicultural Marketing Director, at our Fourth Annual Hispanic Digital and Print Media Conference (“Connecting National Brands to Local Audiences” last month.
A year after Stanley Works merged with Black & Decker / Dewalt. Portada caught up with Hector Vallejo, Multicultural Marketing Manager, Stanley Black and Decker.
Teresa Wakeley, Marketing Media Manager, Volkswagen presented at Our “Connecting Brands to Local Audiences” Conference the objectives, strategies and results of Volkswagen’s World Cup Campaign. Learn here how VW worked to create brand awareness among Hispanic Fútbol Fans.
In Summer 2009, the California State Lottery soft-launched the Replay program to give Scratcher’s players a second chance to win using their non-winning scratch-off tickets. The problem was no one was going on-line to sign-up. How do you get someone to sign-up online? You design an advertising campaign centered around the internet to drive them to sign-up.
Rosa Serrano, former Director of Planning and Buying at Lopez Negrete Communications, recently created her own Advertising Agency in Houston. She leads ReSults Media and Marketing Partners, an entirely new agency that provides a wide range of services. We seek for insights about one key decision to take when targeting Hispanics: which language should be used? Rosa gives us her input about this issue.
Could sending your customers away build a loyal, high-value customer base? While this sounds a little cuckoo, it’s actually quite true—sometimes giving people the right advice means telling them that you don’t have the product or service that they need.
As we reported last week, Tecate Light, the Mexican light beer, announced the return of its ad campaign “Papás”. Adrenalina, the brand equity’s advertising agency in New York City since 2007, created the ads, while Media Vest’s MV42 Degrees was responsible for the media buy. The creative campaign also includes radio spots, out-of-home and retail marketing presence created by Adrenalina.
We recently published the 2010 ranking of the BrandZ Top 100 Most Valuable Global Brands done by Millward Brown Optimor. Today, we take a look at the Best Practices needed to get your Brand to the Top 100. As we informed, no Latin brands are in the Top 30 as the first one is Banco Santander, ranked 31. Movistar (Telefonica) is the second Latin brand in the 60th position. Let’s see which are the must and must not actions in order that marketers can build a great brand.
Gregg Nierenberg, Group Director of Asset Management and Vehicle Sales, Ryder System, Inc. talks to Portada about how he markets to the U.S. Hispanic market.
Que Rica Vida’s website, published by General Mills which also publishes the namesake magazine, was recently relaunched.
We conducted the following interview with Jim Legg, EVP Client Leadership & Innovation at the San Jose Group on how his agency is helping the Chicago White Sox to market itself to Hispanics.
Ketel One Vodka recently presented a new product call Ketel One Oranje, from the Ketel One Citroen vodka family. Advertising efforts are being made to market this new product into the Hispanic market. Portada interview Toby Whitmoyer, Brand Director of Marketing, Diageo / Ketel One Vodka, about the marketing and advertising plans for 2010.
Nearly two thirds (64 percent) of consumers say their computer has caused them anxiety due in large part to frequent slowdowns and lengthy boot-up times, and more than 40 percent who use an outside computer support service are not happy with it or feel it costs too much.
With 40 percent of U.S. Hispanic adults accessing the Internet on their mobile hones and only 20 percent of marketers utilizing the channel to reach Hispanics, mobile marketing represents a unique opportunity combining near-complete reach with unparalleled engagement.
Sometimes winning consumers to a product means letting them try it before they buy it. Sometimes, a brand has to lead by a “sample”. Is this also the case in the Hispanic market?
In a down or stagnant economy customer experience is crucial for current and future business success. This is particularly true for the Hispanic consumer who cherishes personal contact and general customer experience. Customer experience has a high correlation with brand loyalty…
