10 Musts for the Future of Marketing

Posted: November 18th, 2009 | Author: Joe Kutchera | Filed under: Interactive Marketing, Trends | No Comments »

Bob Liodice, the president of the ANA, shared these “10 Musts for the Future of Marketing” during his opening presentation at the ANA Multicultural Conference last month. It’s a good list to review as we evaluate what we accomplished in 2009 and plan our goals for 2010.
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Top Languages on the Internet vs. Top 10 Languages by Population

Posted: February 7th, 2009 | Author: Joe Kutchera | Filed under: International, Latam, Trends | 1 Comment »

Compare these two lists (top languages on the Internet versus the top languages by population) and you’ll see an interesting trend. We all know that English is by far the most commonly used 2nd language, for business or leisure. That is reflected here in the “Top Language on the Internet.” English is #1 by a long shot followed by Mandarin and Spanish.

But take a look at this list of the top ranking languages by native speakers and you see a totally different story. Spanish and Mandarin are listed above English.

Top 10 Languages by Population
1 CHINESE, MANDARIN China 885,000,000
2 SPANISH Spain 332,000,000
3 ENGLISH UK/USA 322,000,000
4 BENGALI Bangladesh 189,000,000
5 HINDI India 182,000,000
6 PORTUGUESE Portugal 170,000,000
7 RUSSIAN Russia 170,000,000
8 JAPANESE Japan 125,000,000
9 GERMAN, STANDARD Germany 98,000,000
10 CHINESE, WU China 77,175,000

Where are computer and mobile phone prices going? Every year, their prices fall, according to Moore’s Law, thereby enabling more and more low-income global citizens to access, search and use the Internet.
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New Targeting Methods For Reaching U.S. Hispanics

Posted: December 7th, 2008 | Author: Joe Kutchera | Filed under: Hispanics, Interactive Marketing, Trends | 1 Comment »

This article originally appeared on MediaPost.

In a recent report from Pew Hispanic Center, U.S. Hispanics represented over 50% of the U.S. population growth since 2000. In our current economic climate, one would think that that be the kind of growth that marketers would aggressively seek out. While Hispanic media investment overall has grown considerably, especially television, the online ad segment has under-indexed relative to general market online spending even though the U.S. Hispanic audience is more open to brand suggestions and advertising messages, as shown in a recent eMarketer report.

Will Hispanic marketers shift their investments towards online as the general market has and as new tools and targeting technologies improve? Some leading agencies, online publishers, and technology companies have met marketers’ needs with new marketing approaches for this growing audience.

This article brings together experts in online marketing to U.S. Hispanics to share their insights on targeting options such as geo-targeting, behavioral, contextual, search, and others to more effectively segment and reach the U.S. Hispanic audience with multiple levels of acculturation across a fragmented online media marketplace.
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Crossroads of Immigration: A View from the Border

Posted: November 27th, 2008 | Author: Joe Kutchera | Filed under: Latam, Trends, Video | No Comments »

Today, on Thanksgiving Day, I wanted to share this video from fellow blogger Tamara De Anda who captured the graffiti art and a series of crosses along the border between the U.S. and Mexico. Each cross represents a person who died while trying to enter the U.S. along the border with Tijuana.

I thought it was a poignant example, on this holiday for Americans of all races and religions, of what other immigrants (perhaps like some of our forefathers who didn’t make it here) went through to immigrate to the U.S.

Try counting the number of crosses starting at about :20 seconds.

P&G Critical of Facebook; Twitter Takes Down Motrin

Posted: November 18th, 2008 | Author: Joe Kutchera | Filed under: Blogging, Interactive Marketing, Trends | No Comments »

Well here is a Catch-22 of social media.  AdAge reported that Ted McConnell, general manager-interactive marketing and innovation at P&G, questioned Facebook’s potential as a marketing platform saying “What in heaven’s name made you think you could monetize the real estate in which somebody is breaking up with their girlfriend?”

And also this week, the Mommy mini-bloggers of Twitter criticized Motrin’s new marketing message so harshly that McNeil Consumer Healthcare pulled the entire media campaign because of the criticism on the mini-blogging site.

So, is social media good for breaking up with your pain reliever?

Well, if that’s not confusing enough, here’s an article that cuts through the clutter by asking: “Can Social Networks Predict What You’ll Buy?“  That is really where the long-term value is, not buying banners on Facebook but rather tapping into the data (and serving the banners based upon that data) of the social networks and leveraging that to make more effective marketing communications.

Backing up that idea is this article from eMarketer about how blogs influence purchase decisions.

Number of Blog Readers in the US