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.


MORE FROM PORTADA

Amazon, Wal-Mart Drawing the Largest Numbers of Online Hispanic Shoppers in US

Amazon, Wal-Mart Drawing the Largest Numbers of Online Hispanic Shoppers in US

We looked at the top 15 online retail sites visited by Hispanic shoppers in the US and how they scored in number of visitors in May 2018.


Dentsu Aegis Network Acquires Agency Global Mind

Dentsu Aegis Network Acquires Agency Global Mind

This is the third Latin American acquisition this year after the Japanese giant acquired M8 and White Label in April. Global Mind will triple the headcount of iProspect and strengthen Dentsu Aegis' pan-regional reach. 


4 Truths and One Lie About Multicultural Marketing According to Mel Rodriguez & Co, Starcom, Walton Isaacson…

4 Truths and One Lie About Multicultural Marketing According to Mel Rodriguez & Co, Starcom, Walton Isaacson…

We talked to Melissa Rodriguez, Dana Bonkowski, Albert Thompson, and Teylez Perez about the future of brands in an increasingly multicultural world. Reports estimate that by 2065 Hispanics will account for one-quarter of U.S. population. Brands should be aware of this opportunity and find appropriate communication strategies.