Marketing

Sometimes when you finish writing an article, you may struggle a bit to find a catchy headline. You look for something that could immediately break through the clutter, maybe something with a sense of humor, sometimes a breaking news approach. However, that’s not the case for this article. Sorry, but this time I went with a direct headline. Why? Because I believe it is crucial to address this topic in a very straightforward manner.  By Isaac Mizrahi - Co-President of ALMA

The Latino community is every day becoming stronger and stronger as a key influencer of the US marketplace. The Hispanic consumer is becoming a powerful force in our economic tapestry, likened to the millennial.

For the sake of ease and cost efficiency, marketing agencies in the United States have tried reusing strategies designed for mainstream American markets or international Latin American markets on the rapidly-growing U.S. Hispanic segment. They often reason that acculturation will morph the Hispanic market into the mainstream, or that they are still very similar to consumers in their home countries, but these are both incorrect. The cultural experience of immigration into the United States has unified people from many countries into a new identity: the New Latino. This group of Hispanics living in the U.S. share commonalities that turn them into a unique segment separate from mainstream U.S. consumers or consumers in their home countries. They are often new consumers from lower socioeconomic backgrounds who have taken risks to immigrate to the U.S., and are experiencing culture shock as they adapt to their new lives. These experiences shape the New Latino, and marketers should understand each if they hope to connect with these consumers.  BY Melissa Carmona - Hispanic Marketing Communication / Florida State University

It seems that irrational exuberance is no longer popular. Venture capitalists and investors have suddenly decided that actually disruptive brands do not get a free pass from the need to make money. Faced with demands for more accountability many disruptors will have to figure out what might be their real strengths.  by Nigel Hollis

Digital advertising’s readily available measurement metrics and low-cost perceptions make it more attractive by the day, which is reflected in the channel’s growing share of spend. But is it really as effective as marketers think it is?  by Kristanne Roberts - Global Development Director - Brand Lift Insights Kantar

The marketplace is disruptive—and, if you’re a manufacturer or retailer, it’s likely that you’re feeling the force of it. That’s because a major paradigm shift is underway. At Nielsen, we see this shift firsthand every day as our manufacturer and retailer clients are increasingly leaning on us to help them navigate this change and pursue growth. So what are the major themes that have emerged from these conversations? Here are three that we see affect consumer packaged goods (CPG) companies most.

Latino consumers are familiar with cash registers and point of sale (POS) systems, as they are commonly being used for checkout in many local bodegas, liquor and tobacco stores. More and more stores are investing in modern point of sale systems to replace their old cash registers. This is not just for the esthetics of having high tech equipment, but for the powerful capabilities to track sales and inventory to organize the store while attracting customers to purchase more, via customer facing advertising.  By Elie Y. Katz - Founder, President & CEO • National Retail Solutions