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Using social science to understand internet use

Written by admin on . Posted in Marketing

Internet Users

Internet Users


According to a recent article in the San Francisco Chronicle, the new CEO at Yahoo, Carol Bartz, is making sure to invest in one area of increasing concern to Yahoo: sociologists and behavioral psychologists.  The thinking is that learning about what drives online behavior will give the ailing company a competitive edge over its rivals (namely Google), who focus more on building a better mousetrap, or search engine.  Some of the results of studies commissioned by Yahoo social scientists are intriguing, such as:

While a search algorithm figures out which online documents refer to Madonna the pop star and which refer to the Virgin Mary, it takes sociologists talking to real people to discover that when they enter the search term they almost always just want to listen to a song, watch a video or buy concert tickets.

In my opinion, this is a wise investment.  Utilizing the academic disciplines of sociology and psychology is a smart way to gain insight on not just what people search for online and how often, but what drives their searches, and, what’s more important for e-advertisers, what makes them click on a banner ad and why.  The article goes on to describe a study that aimed to accurately measure the impact of Internet display advertising across online and offline sales, and while the results showed that there was a slight increase in in-store purchases as a result of viewing online ads, the study also showed that these results were only true for those over 40, hardly the sought-after demographic by advertisers.  Is this because young people simply tune out the advertising they see online?  More of Yahoo’s in-house social scientists will have to research this to find out.

Mexicans’ view of the current situation

Written by admin on . Posted in Marketing

Polling firm Consulta Mitofsky

Polling firm Consulta Mitofsky

Political Thermometer
Recent polls of Mexicans and their perception of Mexico’s current situation point not only to economic and social repercussions, but also to fundamental political considerations. The polling firm Consulta Mitofsky published recent data showing, for the first time, that a notable majority thought the year 2009 was worse than the previous year. Those who had the opposite opinion numbered 14 points lower than the year before. 55% of those polled felt 2009 was worse than 2008, which is a decrease of six points from the previous year and 24 points lower than with respect to the year 2007. Those who thought that things had gotten worse placed blame on the Mexican federal government.

Got Digital? Got Hispanic? Here’s how.

Written by admin on . Posted in Marketing

Going Digital

Going Digital

Regardless of their size,  all agencies are looking at ways to improve their service offerings  and even expand their service offerings.  This is most evident in areas such as digital, mobile, as well as multicultural.  For larger companies, there is a tendency to think that it will be easy for them to transition, as they have resources that may not be available to smaller agencies; however, in many cases they have significant challenges in reorganizing a larger company structure.  For smaller agencies, the challenge of resources is of constant concern, and hiring and paying the experts necessary can be financially burdensome.

In the article from Advertising Age “A Small Agency’s Guide to Going Digital”, Mr. Gould does an exellent job of sharing his experience with an agency that transformed itself over a period of 10 years to a 100% digital agency.  There are many others who, either based on a client interest or of their own acceptance, decided that they needed to keep up with the emerging media world.

At Alcance Media Group, we are in contact with agencies of all sizes who face similar challenges.  In some cases they are agencies who are looking to improve their knowledge of digital solutions, and in others they are looking to add Hispanic marketing initiatives to their roster of services.  And of course there are many who have some mix of all of the above.

As a digital marketing company focusing on reaching the Hispanic market,  Alcance Media Group is continually working on improving not only our expertise, but also looking for ways to share that expertise with our agency and advertiser partners.   One key way that agencies have used us to help for projects is areas such as reaching the Hispanic market, when more of a one-off client request is the use of contractors and consultants.  With the right combination of in-house expertise and that of a consultant, agencies have been able to quickly ramp up their offerings.  In working with Hispanic agencies, we started to realize that many had a need to incorporate digital services, and we created the Agency Solutions.  In this solution, we have been working behind the scenes to give agencies customized solutions to expand their expertise in the multicultural marketing or digital advertising space.

If you have the budget and the business to support a full scale transition to digital, it is absolutely the best option.  However, in the real world the ability to add experts as needed, quickly, and without the long-term commitment of equipment, training, etc., is very useful for smaller agencies.  This not only gives immediate access to knowledge and trained staff, but when the time comes for an agency to build up its internal staff, the consultants are available to assist and pass on their knowledge.

Latino internet use: Pew center

Written by admin on . Posted in Marketing

Latino internet use

Latino internet use

More in depth from the latest Pew Center research:

Points out the importance of developing a plan for targeting Latinos – More than 3 out of 4 younger Latinos are online, more than two thirds of Latinos 35 to 49:

“Native-born Latinos had higher rates of internet use and a greater likelihood of having a broadband connection among home internet users. Some 77% of native-born Latinos used the internet…Younger Latinos were more likely to use the internet than older Latinos. Among Latinos ages 18 to 34, 77% used the internet; among those ages 35 to 49 65% used the internet… Education was linked with increased use of the internet, and greater likelihoods of having a home internet connection, and having a broadband connection among Latinos… almost three-fourths (74%) of Latinos with a high school degree went online.”

Customer Opinions for FREE, why pay?

Written by Christopher Stanley on . Posted in Marketing

ARF

ARF

There are so many websites that have platforms to rate products and services, yet according to the Advertising Research Foundation’s (ARF) findings mentioned in a recent Advertising Age Article, the ARF is publishing a new book, “Foundations of Listening”,  that discusses various case studies and the impact of consumers sharing their experiences.

The traditional system of surveys and paid customer research is alive and well.  While this allows the marketer to get answers to specific questions and control the environment, there is much to be gained from open discourse and listening to what your customers are saying outside of standard scenarios.  The article mentions that marketers are more inclined to see the views spread through social networking sites such as Facebook, Twitter and other online review boards as more of a curse than a blessing.  Listening to feedback can be scary for both individuals and companies, as they are opening themselves up to negative comments.  However, within negative comments they have the opportunity to improve, and the more open they are, there is an opportunity to continue to improve.

Much of the problem with receiving feedback from multiple sources in a manner that is unorganized is that it may be more difficult to find the useful information.  Companies and research companies are looking at ways to track the information.  From a digital billboard streaming live Twitter feeds, to tracking search, and monitoring brand mentions on various sources, the marketing community is working on its “listening” skills.

Whether you are paying for a monitored research panel or finding a way to organize and learn from the consumer input, there will most likely be a cost; however, for marketers, the benefit of gaining insight from consumers through new media outlets offers an opportunity to learn more from the people who use their products.

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