Multicultural & Niche Marketing

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How to Speak to Women So They’ll Listen

Kristi Faulkner, president and co-founder, Womenkind discussed how marketers can successfully engage women by creating brand messaging that speaks to them.

Treasury Wine Estates: Wine and the Hispanic Market

Peter Willmert, director, marketing, Beringer Vineyards, Treasury Wine Estates, and Elizabeth Barrutia, founder and president, BARU Advertising, discussed the Beringer brand's unique marketing strategy which utilized a targeted and culturally inclusive multi-platform campaign in order to reach the growing number of Hispanic wine drinkers.

How Disney Parks Leverages Social Media and Technology to Engage with Moms

Christie Volastro, director, Digital Marketing, Disney Destinations, Tom Aronson, digital marketing director, Disney Destinations, and Leanne Jakubowski, director, Digital Marketing, Disney Destinations discussed how Disney Parks has embraced social tools and technologies in order to broaden and deepen engagement with moms and turn them into their most passionate advocates.

Understanding and Reaching the New Digital American Family

Doug Anderson, senior vice president, Research and Thought Leadership, The Nielsen Company, and Radha Subramanyam, senior vice president, Media Analytics, The Nielsen Company, discussed the New American Family and explored the demographic characteristics, trends, and roles in this new family structure and how this influences media behaviors today and in the future.

Understanding and Reaching the New Digital American Family

Doug Anderson, senior vice president, Research and Thought Leadership, The Nielsen Company, and Radha Subramanyam, senior vice president, Media Analytics, The Nielsen Company, discussed the New American Family and explored the demographic characteristics, trends, and roles in this new family structure and how this influences media behaviors today and in the future.

Latino Link: Building Trust Among Hispanic Consumers Online

Joe Kutchera, director of digital services, Acento, discussed how marketers can overcome the skepticism many Hispanic consumers have for Spanish-language websites.

Latino Link: Building Trust Among Hispanic Consumers Online

Joe Kutchera, director of digital services, Acento, discussed how marketers can overcome the skepticism many Hispanic consumers have for Spanish-language websites.

ANA Survey Results: In with the New

An ANA survey reveals that companies are spending more on newer media platforms to reach multicultural consumers. The survey found that, since 2007, the newer multicultural media platform showing the greatest increase in usage is social networks, which rose 43 points, from 16 percent to 59 percent.

Singular Focus

Jill Beraud places consumers at the center of PepsiCo’s marketing innovations. Get Beraud's top best practices and find out how the brand uses cause marketing and social media.

Key Findings Report: Multicultural Marketing and Newer Media

This Key Findings Report includes highlights of an ANA survey designed to better understand how newer media platforms are being used to reach multicultural consumers. The survey finds that the majority of respondents are increasing spending on multicultural media overall, and more specifically newer media platforms, to reach multicultural customers—56% of respondents in both cases.

Get the Scoop on What Women Want

Yahoo!'s Connectonomics Study examines how and why women are using different kinds of online sites. Check out the results.

Multicultural Marketing and Newer Media-2010 ANA Survey

Bill Duggan, group executive vice president, ANA, shared the results of the ANA's 2010 Multicultural Marketing and Newer Media Survey.

Multicultural Marketing and Newer Media-2010 ANA Survey

Bill Duggan, group executive vice president, ANA, shared the results of the ANA’s 2010 Multicultural Marketing and Newer Media Survey.

Hillshire Farm: Multicultural Millennial Marketing

Ricki Fairley-Brown, CMO, Images Group USA, shared some thought-provoking statistics on the Millennial generation and multicultural millennials in particular, while Sean Sheelan, brand manager, Hillshire Farm, presented a case study that was targeted at multicultural Millennial moms.

Hillshire Farm: Multicultural Millennial Marketing

Ricki Fairley-Brown, CMO, Images Group USA, shared some thought-provoking statistics on the Millennial generation and multicultural millennials in particular, while Sean Sheelan, brand manager, Hillshire Farm, presented a case study that was targeted at multicultural Millennial moms.

Research Report: Multicultural Marketing and Newer Media

An ANA survey finds that more than half of marketers are increasing investments in newer media platforms to reach multicultural consumers. Brands are using a variety of newer media tools to reach these consumers including their own websites, online ads on third-party websites, search engine marketing, and email marketing. These tools are used primarily for brand building and demand generation.

Using Syndicated Research to Define, Reach, and Persuade Target Markets

Industry experts from Ipsos Mendelsohn, a market research firm, discuss how marketers can successfully use syndicated research to reach their target markets in this ANA Insight Brief. A case study featuring an appliance manufacturer is also shared.

Best Buy: Establishing a Cultural Connection

Teresa Iglesias-Solomon, VP, segment and field marketing, Best Buy, discussed Best Buy's efforts to connect with their Hispanic consumers.

Best Buy: Establishing a Cultural Connection

Teresa Iglesias-Solomon, VP, Segment and Field Marketing, Best Buy, discussed Best Buy’s efforts to connect with their Hispanic consumers.

Best Buy: Establishing a Cultural Connection

Teresa Iglesias-Solomon, VP, segment and field marketing, Best Buy, discussed Best Buy's efforts to connect with their Hispanic consumers.

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