Sounding-Off

Sounding Off: Eric Wedemeyer: “Separated at Birth: Why Branding and Content Marketing Are (Kind of) the Same Thing”

Eric Wedemeyer – CEO – Tactus Associates Inc. Brands are the starting point for all marketing and communications. The strategic lodestone. The most fundamental expression of your company’s mission and purpose. Content marketing is a tactic – a system of focused, specific, flexible and customer-oriented communications with an eye on the bottom line. What two […]


Sounding Off: Melissa Ann Andrews “Marketing to Female Shoppers – More Than a Niche Market”

Melissa Ann Andrews has a Bachelor of Arts in Political Science, Bachelor of Science in Elementary Education, a Master of Arts in Organizational Training and Development, coaching, six sigma and online instructional certificates. Isn’t it interesting that some studies show that women buy or influence 80% of all consumer good purchases? The same studies show […]


Sounding Off: David Johnson: “When Marketing To Hispanics, It Is About Culture”

The cultural mosaic of the United States has never been more intricate. Varied cultural groups – many in their second and third generation – continuously blending together, maintaining and discarding various aspects of their own heritage while adopting, adapting and integrating different aspects of the new one that surrounds them. U.S. Hispanics are no exception. […]


Sounding Off: Inge Van Eetveldt: “Avoiding Marketing Metrics Tunnel Vision”

Marketing companies and especially digital marketing companies are focussed on cultivating a data-driven culture. Because digital media is famous for being the most measurable channel available to brands and marketers today, it’s not surprising that agencies have become well, a little obsessed with metrics. When it comes to email marketing open and click through rates […]


Sounding Off: Common Mistakes when Recruiting Latino Franchisees

Many large retailers are expanding into the Hispanic market through franchise agreements (see for example Pizza Patron, Del Taco, Papa John's and Denny's). A crucial factor to the success of their business is that they work with Hispanic franchisees. In today's Sounding Off column, Jose Torres, Principal Partner and Founder of BuscaTuFranquicia.com, writes about the opportunities and challenges in recruiting Latino franchisees.


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Consumer Insights Roundup: FMCG Up 2.6% From Previous Year, 98% of US Internet Users Agree: Shipping Impacts Brand Loyalty…

Consumer Insights Roundup: FMCG Up 2.6% From Previous Year, 98% of US Internet Users Agree: Shipping Impacts Brand Loyalty…

A summary of the most relevant consumer insight research in the US, US Hispanic, and Latin American markets.


The 5 Most Pressing Questions About Influencer Marketing Answered by Band of Insiders, Best Buy, Bimbo, and Pepsico

The 5 Most Pressing Questions About Influencer Marketing Answered by Band of Insiders, Best Buy, Bimbo, and Pepsico

During the seventh edition of the #PortadaMX summit, experts in Influencer Marketing took the stage to discuss best practices surrounding this elusive but undeniably effective tool to reach consumers. Vivian Baron, CEO and Creative Chairwoman at Band of Insiders, presented the panelists: Best Buy Mexico's E-commerce Subdirector José Camargo, Grupo Bimbo's Global Consumer Engagement Lead Giustina Trevisi, Band of Insiders' Influencer Marketing Manager Leonardo Vargas, and Pepsico/Drinkfinity's Director of Business Innovation & Marketing Yamile Elias.


Experts: Sears’ Future in Mexico Remains Bright, Implications for U.S. Hispanic Market

Experts: Sears’ Future in Mexico Remains Bright, Implications for U.S. Hispanic Market

Experts tell Portada the downfall of the storied retailer won’t affect the Sears franchise in Mexico where better merchandising and e-commerce under the management of Grupo Carso, owned by Mexican billionaire Carlos Slim, have built the franchise into a big hit with Mexican consumers. The implications for the U.S. Hispanic Market.