How to maximize ROI in advertising to Hispanics
Hispanics are the fastest growing population in the United States. With ever increasing purchasing power and economic influence, Hispanics have grabbed marketers’ attention. Brands are shifting into a “total market” strategy, recognizing Hispanics’ integral role in brand strategy and marketing communication planning. While everyone can agree that a focus on Hispanics is well-placed, understanding the best way for a brand to approach...
Easier Said Than Done: Real-time Marketing
Real-time marketing is all the rage, and definitely can produce a positive impact on brands. Advertising Age addresses the phenomenon this week, defining the marketing strategy as “one of the most powerful methods of story telling for brands.” That can certainly be true – if brands are sharing the right story. We shared our insights on the social media content marketing trend and agree that it can be great when done correctly but it...
How Social Media Can Eat Brand Value – and Profits
The long-term health of brands is in decline. Over the past decade, fewer consumers recognize meaningful differences between brands. Both the rise in generics from recession-squeezed budgets and the easy access of social media have contributed to a reduction in perceived brand differentiation that will accelerate dramatically in the coming years.
Advertising Age: Top Research Explores Social Media Effectiveness, Creativity
Communicus, Inc. CEO, Jeri Smith and Esther Thorson, associate dean at the University of Missouri – Columbia School of Journalism and director of research at the Donald W. Reynolds Journalism Institute, were the recipients of a top prize research-paper competition for the American Academy of Advertising. The two wrote “How Advertising Performs in a Social Media World,” demonstrating how social media and traditional...