Monthly Archives: May 2012

Where is Rob and Friends?

The Rob I’m referring to is Rob Schneider and his friends are the cast of his show on CBS. The TV series with a cast of leading Latino entertainers was canceled by the network.

There is something wrong with the Latino community and interest groups when they cry for more representation in the media but then fail to support shows that got to air on national television. This show had a cast that was over 90% Latino and in English language. What happened?

My take, it’s not about the cast only, it is about stories and concepts that resonate among the largest possible audiences. Nielsen and the rating system have a saying. Then there is also the issue of the power that TV network’s czars have to cancel a show that may not resonate with their realities.

Read this article from the Huff Post for more information.

Video and Social Marketing Drive Content Marketing

I read an article on Forbers that pointed out that the technologies currently dominating the media landscape may not be the dominant payers in 5 to 10 years as new platforms take their place on an ongoing evolution. It seems that Darwin’s theory of evolution not only applies to living creatures but also to technology.

Take a look at technologies that were leaders in a field 10 years ago and try to place them in the current ecosystem. You will find that many are no longer around and others are fighting for survival. When was the last time you used a fax machine, a VCR or a camera with film?

If evolution in technology is crucial for survival, another key element is synergy among technologies. That synergy enables evolution. Ten years ago everyone was talking about convergence. At that time it was between television and the emerging internet. That convergence has become a reality in the last couple of years and will continue to dramatically alter many industries including media, advertising and content creation.

An emerging trend is the convergence of content and social media. This can be seen on the current contract terms for film and television celebrities. It requires celebrities to promote the content via social elements.

I’m currently working with a variation of the above. It is the convergence of online video and social media. The BeeYoo platform provides a medium for socially connected celebrities to monetize content they create or own. Research shows that we tend to gravitate to content that features celebrities. This is a new model where advertisers can reach large audiences that tune in to view exclusive content from celebrities. Audiences are built via celebrities’ postings on social media outlets.

We need to stay on top of these trends because they are the base for new strategies in the areas of media, content creation and advertising. This research briefing from The Center for Media Research presents how video and social marketing drive content marketing. Read more.

Hispanic Market Impacts National Landscape Significantly

When close to 20% of your universe is the fastest growing segment, adopts new technologies faster than other groups and its not completely assimilate into the larger majority, you have to pay attention and determine how any initiative that you implement in this group or decide not to include in your overall plans, will affect your bottom line.

If you are like me, you will do some research and get the facts. Well, Nielsen has done that for us and here are the key findings.

The Executive Summary of the report shows that:

  • Latinos are a fundamental component to business success, and not a passing niche on the sidelines
  • Rapid Latino population growth will persist, even if immigration is completely halted
  • Latinos have amassed significant buying power, despite perceptions to the contrary
  • Hispanics are the largest immigrant group to exhibit significant culture sustainability and are not disappearing into the American melting pot
  • Technology and media use do not mirror the general market but have distinct patterns due to language, culture, and ownership dynamics
  • Latinos exhibit distinct product consumption patterns and are not buying in ways that are the same as the total market

Read more:

Hispanics to Spend $500 Million on Mobile Apps in 2012

Via eMarketer

Hispanics are early technology adopters, with high spending expected on devices and content

Hispanics are early adopters of both tablets and smartphones, and also more likely than whites to go online using mobile devices. All of that activity will add up to a sizeable pile of cash for device retailers and app stores in 2012. According to December 2011 research by advisory firm Zpryme, adult US Hispanics will spend $17.6 billion on mobile tech devices in 2012, a 30% increase over the previous year. It also estimates that Hispanics will spend $501.1 million on mobile apps by the end of the year.  Read more

%d bloggers like this: