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NGLC Biz

New Generation Latinos -- It's All About The Numbers In 2011

by David Chitel NGLC January 2011 -  When the New Generation Latino Consortium (NGLC) was founded, there was still a lot of confusion about what to even call New Generation Latinos (NGL's). Descriptive terms such as urban, English-dominant, bilingual, bi-cultural, acculturated, U.S.-born, Latino youth and even "Hurban" (Hispanic urban), were among the favorites. In truth all of these terms are applicable, but the NGLC decided on New Generation Latino for the basic reason that it was clear that U.S.-born Latinos merited their own media, marketing and entertainment initiatives beyond simply being defined by language alone.

The hurdle then and even today, however, is the difficulty in assigning a budget or producing a piece of creative, TV show or film that speaks directly to such a complex moving target. At the recent MPG Collaborative, I even went so far as to quantify the different hypothetical combinations that could make up an NGL's profile. If one were to multiply 21 different Hispanic nationalities by 4 U.S. Hispanic generations, 2 language stratifications (English and bilingual), 5 core U.S. Hispanic regions (New York, Chicago, Miami, Texas and California), 3 migration motives (economic, political, familial) and 3 core demos under 40 (14-17, 18-24, 25-34), it comes out to 7,560 possible combinations that could define the "NGL experience." Not exactly a one-size-fits-all demographic and psychographic profile.

Mercadeo para Hoteles 1-888-HOTELES

1-888-HOTELES - Mercadeo para Hoteles

Consumer attitudes and preferences about Hotel Marketing Programs.

According to a recent study by Epsilon, recommendations and property reviews heavily influence travelers' decisions about which hotels to stay in - even if they have previously stayed in the hotel, and email remains the channel of choice for communications. Findings from the study describe opportunities for hotel marketers to engage undecided consumers, leverage loyalty programs and communicate effectively with customers and prospects.

The survey of over 400 consumers who recently booked a hotel analyzed the experience throughout the selection process. A cross-section of a larger Epsilon survey of 1500 US consumers, the study was part of a comprehensive listening exercise designed to explore the current state of Customer Experience Marketing, an approach to deliver relevant interactions that anticipate and respond to the many ways consumers want to engage, shop and buy today. The study gathered data across multiple product categories including televisions, computers, hotels, auto insurance, mobile devices, communication services and credit cards.

Future Media Agency

Advertising Agency tips from AdAge.com September 2010 - The days when media agencies were relegated to planning and buying are long gone. Today, media shops need to be able to run digital and social-media campaigns, provide critical consumer analytics and even create content. And as the nature of media and the way we consume it continues to change, media agencies are forced to transform in order to remain relevant. But what will media agencies look like 10 years from now? Ad Age asked a number of media agency leaders what they believe the agency model of the future will look like.