Before we take leap forward, let’s take a look back at what 2011 brought us

2011 was indeed a year for emerging media. But this year, we really began experiencing what it means to integrate emerging media with traditional media.  I know there are still skeptics who may believe that the two entities do not belong together, but as people continued to spend more time online there is no way around it. More organizations sought to create an online and offline experience for their target audience this year then ever before.

Still not sold on it? Well think about it. If you answered yes to any of these questions below AND answered the call to action then you have proved us right.

• Did you see a TV commercial with links to their Facebook Page or Twitter account?
• Did you scan a QR Code on an advertisement in a magazine or direct mail piece?
• Did you watch a live TV show and tweeted your response to a question they asked at the same time or joined a tweet chat?

Social Media: Although social media is generally driven by consumers this year brands dominated the networks. We saw a major change in layout, advertising programs, and capabilities from the top social media networks. For example the Facebook Insights dashboard allows companies to become more social and engage with a wider audience by placing their brand directly in their presence without necessarily invading their space. Twitter’s usage continues to grow amongst multicultural audiences especially African Americans and Latinos. But, if there is one thing that stands out about this platform is that almost 48% of users access their account on their mobile devices.  Expect this to become the driving force behind 2012 changes to Twitter.  Nonetheless, the rankings probably will not change much amongst the top performers but keep an eye on Instgram and Tumblr in 2012.

Digital Design Media:

Content Creation- One design trend that was prevalent this year was content creation sites/applications in the form of reviews. The act of curation is becoming essential to staying current with fresh content on the Internet. For example, Stamped allows users to rate and approve things they like quickly. Rather than a standard three to five stars rating Stamped is a yay or nay proposition–it makes the review/recommendation interaction quicker and easier. Since Stamped starts members off with a finite number of credits it rewards users with more stamps if their recommendations garner attention via their social network. Ultimately the whole idea of Stamped is a giant call to action with one’s friends acting as the curators. In 2012, social marketing will go beyond just the networking sites.

Infographics- Now that you have extensive amounts of data at your fingertips-now what? Infographics merge data and design. Infographics are creative, engaging, and make market research much more easier to understand. If you have research to present, consider designing an Infographic in 2012. As popular marketing websites such as Mashable.com continue to use Infographics to explain data expect to see this trend continue in 2012.

Mobile Media:

QR Codes- QR Codes were everywhere this year…even on my toothpaste tube! Direct mail pieces really benefited from QR Codes because they provided an intriguing quick way to get deals and more information about the sender.  There is still life for direct mail, thanks to QR Codes. Therefore do not completely count them out of your strategy. Besides direct mail pieces, QR Codes have begun showing up on more product packages, poster boards, advertisements, and outdoor media.

Online Shopping: Online shopping numbers hit major highs this year. The emergence of tablets, mobile websites, and mobile applications made shopping online much more convenient for consumers. This Christmas 18.3% of online sales were from a mobile device up from 8% last Christmas.

Well that was our year in review and we look forward to 2012. Happy New Year from ARGUS!

When thinking of market research in our digital age, I think it’s reasonable to question whether or not it still makes sense for marketers to continue to conduct focus groups to gain consumer insights. I suppose if you think about it, it does seem a little old fashioned, asking a group of people to sit around a table for an hour or two, probing them with questions. Especially as the world of consumer research is rapidly shifting to gathering information online through sophisticated tracking tools on websites and online surveys sent to emails. Companies are even looking to their Twitter feed as a main way of getting feedback and staying connected to their audience base.

What does this all mean for the focus group? As a marketer, I’ve had the opportunity to be a part of a number of focus groups and have seen firsthand the rich insights gleaned from these in-person sessions. Key findings and insights that cannot be learned from reading an online survey, analytics report or a Twitter feed, and have informed the strategy and tactics for successful campaigns.

Here are just a few reasons we shouldn’t discount the focus group as a key component of your market research strategy:

1.) Follow-up Questions: The beauty of the focus group is the ability to ask follow-up questions on feedback that you may not fully understand or on a topic that you want to hear more about.
2.) Emotions and Body Language: If consumers have a strong emotional reaction to your brand/product/service/idea – good or bad – you need to know it. And there’s no better way to understand these emotions than seeing and hearing them for yourself.
3.) Discussion amongst consumers: It’s such a unique opportunity to have members of your target audience in the same room discussing your company. You’ll find one person’s comment often sparks insightful commentary from another.
4.) Undivided Attention: Unlike other market research methods, you have a captive audience of people who have committed an hour or two of their lives solely to focus on your company and share their thoughts.
5.) Meet your Consumer: Every marketer worth her salt can easily spew off the demographics and psychographics of their target audience – age, income level, education, interests, etc. – but there’s something very powerful about seeing this person in real life. What do they look like? What’s their demeanor? Any surprises?

What have been your experiences with focus groups?

Surprised? Outraged? We were too.

That’s why, in partnership with the Department of Public Health’s Massachusetts Tobacco Cessation and Prevention Program (MTCP), we recently launched the OPPOSE campaign to educate adults about the industry’s new tactics and prompt local action.

As part of this statewide initiative, we created an online community (oppose.ning.com) to bring concerned adults and key stakeholders together on the issue of protecting our kids from these underhanded tactics. In addition to a paid media buy, we also created an interactive exhibit, Big Tobacco’s Carnival of Tricks, and we’re traveling to malls across the state to raise awareness of the sneaky tobacco industry tactics and what adults can do to protect their kids.

So far, we’ve had two successful events at the Burlington and Northshore malls and we’re looking forward to continuing this road show in other communities, including:

June 4th 11-3PM: Solomon Pond Mall in Marlboro, MA
June 11th 11-3PM: Southshore Plaza in Braintree, MA
June 18th 11-3PM: Holyoke Mall in Holyoke, MA
June 25th 11-3PM: Holyoke Mall in Holyoke, MA

To learn more, please visit oppose.ning.com and stop by Big Tobacco’s Carnival of Tricks if we’re in your area!

Biculturals live straddling two cultures, in this case, Hispanic and American. Why can they not be ignored? Biculturals’ buying power exceeded $800 billion in 2007, and continues to outpace general market buying growth by 5-to-3. In addition to that, they share positive brand experiences with an average of 23 people (compared to 10 people in the general market) and 66% of users forward product recommendations and warnings by email (compared with just 28% of general-market). They will also share information with their offline friends and family. Bicultural Hispanics are more likely to transact and conduct search online and express a strong desire to be courted for their unique multicultural identity, and tend to avoid marketing that seems to qualify them as generic “Spanish speakers”.

Biculturals can also identify as English dominant or Spanish dominant. Many English dominant biculturals might speak Spanish and understand it, but prefer to communicate in English. Spanish dominant are the opposite, perhaps understanding English but preferring to communicate in Spanish. But should your online effort be executed in English or Spanish? As shown in the AOL Cyberstudy, Spanish dominant biculturals prefer media in Spanish, but the biculturals in all consume more in English, so marketers and communicators need to make important information available in both Spanish and English. But it doesn’t end here. It’s not just about the language.

We know that a successful campaign is also about the content – those cultural insights that connect the audience with the brand experience. Bicultural users surf the net in a “Bilingual Mode” first choosing what content they want to be served and perhaps considering the language second. They actually choose different languages for information, entertainment, to make transactions, to engage, etc. It’s important to adapt your content to communicate with the bicultural. The online space is where conversations happen, where brands can speak to their customers and customers can speak back.

A successful interactive marketing strategy will be one that includes a keen understanding of the varying levels of acculturation and language preferences among the biculturals group, as well as an understanding of how nationalism affects trends in buying patterns and brand patronage.

The final level of the acculturation model is the Acculturated Hispanic, whom we refer to as: the Americans. Here’s a glimpse into their world…

Meet Tina

Tina is 39 years old and has lived in the United States her whole life.  She considers her parents, both hailing from Cuba to be Hispanic; however, she views herself as an American.  Her Hispanic roots are not necessarily at the core of her identity, but they give her a history and she has kept some of the traditional customs she grew up with in her own life.  For example, Tina will often cook the same traditional Cuban dishes her mother made throughout her childhood for her own family and friends.

Her husband is not Hispanic and they live what many would consider a “typical” American lifestyle.  They both are very focused on their careers and have one son. In their free time, Tina enjoys gardening, attending her son’s sporting events, and trying new restaurants with her husband.

Tina prefers not to be singled out because of her Hispanic heritage. For instance, she does not like receiving Spanish-language advertisements in the mail, knowing it is just because of her Hispanic maiden name. She would rather not receive these ads because she reads, writes, and speaks in English at home and at work. Tina does understand spoken Spanish for the most part, much better than she can read, write, or speak it.  She would like to improve on this because she thinks it would help her as she continues to build her career. Tina also encourages her young son to study Spanish, believing it’s a beneficial skill to have when he is applying for college and jobs, as well as a nice way to connect with his older relatives on his mother’s side of the family.

If you’re interested in learning more about our Acculturation Models, take a look at our last three posts:

A Lesson in Acculturation: Part III

A Lesson in Acculturation: Part II

A Lesson in Acculturation: Part I

The third level of the acculturation model is the English Dominant Bicultural Hispanic, whom we refer to as: Living along the Hyphen. Here’s a glimpse into their world…

Meet Roberto

Roberto or “Rob”, 29 years old, has lived in the United States his entire life.  His parents, both from Puerto Rico, came to the Boston area in pursuit of a better education when they were teenagers. They eventually settled in a suburb just outside of Boston where Rob grew up.

Rob proudly identifies himself as a Hispanic-American.  Even though he is slightly distant from his parents’ home country, Rob has a deep appreciation for his Hispanic heritage and works hard to stay connected to his roots.  He does this by cooking Puerto Rican cuisine, keeping up with current events and politics in Puerto Rico, and following beisbol games on television.  Staying connected to family is also a top priority for him.  Rob makes sure to travel to his parents’ house and celebrate all traditional holidays with his extended family.  He is also constantly calling and emailing relatives to stay connected despite his busy life.

Unless Rob is speaking with his grandparents, he primarily speaks English. In fact, the majority of Rob’s friends do not even speak Spanish.  In his free time, Rob loves to meet friends for dinner and drinks, work out at the gym, and play video games. At work in his current sales position, Rob rarely needs to use his Spanish-language skills. However, Rob does welcome the opportunity to watch a film or read articles in Spanish.

Despite the fact that his career and social life are more aligned with a mainstream American lifestyle, Rob will continue to strive to nurture his cultural ties to his parents’ home country. One day, he hopes to have children of his own, and will instill the same family values and respect for their Hispanic heritage that he has.

Stay tuned for the final installment of “A Lesson in Acculturation,” focusing on the Acculturated Hispanics: The Americans.

The second level of the acculturation model is the Spanish Dominant Bicultural Hispanic, whom we coined: The Cultural Nomads. Here’s a glimpse into their world…

Meet Luisa

Luisa, 31 years old, moved to the United States from the Dominican Republic with her extended family when she was twelve years old. She is now married (her husband is also from the Dominican Republic) and is a stay-at-home mom to her two small children. Luisa and her husband live in a predominantly Hispanic community within minutes of her parents and other relatives.

Luisa’s identity is strongly rooted in her Hispanic heritage. She is proud to be Hispanic, and it is very important for her to continue many of the customs and traditions from her home country so that her children may come to appreciate their Hispanic roots. Luisa is also open to change and new experiences for herself and her family, including further integrating into the American culture. Though Luisa and her husband speak primarily Spanish at home, she is slowly teaching her children English and exposing them to a mix of English and Spanish-language media. She hopes her children will further integrate into the American culture, receive a good education, and reach their fullest potential in the United States.

Luisa’s cultural experience can be described as nomadic, ranging between Spanish and English, and deriving benefits from each culture to construct her own hybrid identity. She cooks a mix of traditional Dominican meals and popular American foods for her family. Luisa also celebrates both Hispanic and American holidays, and even started to host her extended family for Thanksgiving dinner. For fun, Luisa loves to go salsa dancing with her husband.

Luisa considers herself a savvy shopper and is always looking for a bargain. She relies heavily on word-of-mouth and personal endorsements from family and friends when considering making a purchase. For large purchases, Luisa will research her options online on the family’s computer. Though she favors shopping in stores for the personal interaction, Luisa is warming up to the idea of online shopping. Her favorite stores include Sears, Target, Best Buy, Wal-mart, and JCPenney.

Despite the fact that Luisa has been in the United States for almost 20 years, she still does not feel completely comfortable. She lacks confidence in her English-speaking skills, especially when conversing with non-Hispanics. Even so, Luisa is grateful for the opportunity to raise her children in the United States and is looking forward to new experiences and establishing new traditions as her children grow older.

Stay tuned for Part III of “A Lesson in Acculturation,” focusing on the English Dominant Bicultural: Living along the Hyphen.

The first level of acculturation model is the Unacculturated Hispanic or as we refer to them: The Anchored and Nostalgic. Here’s a glimpse into their world…

Meet Rolando

Rolando, 42 years old, grew up in a small town outside of Guadalajara, Mexico. Six years ago, he moved to the United States with his wife and three small children in hopes of securing a good job and providing his children with a better education. He rents an apartment in a predominantly Hispanic neighborhood, and works as a cook in a nearby restaurant where fluent English is not required.

Rolando’s identity is firmly anchored in his home country and he spends much of his time among people like himself who are from Latin American nations and who exclusively speak Spanish. Living in the U.S. can be complicated for Rolando and when he needs services or is unsure of how to handle a situation, he heavily relies on his friends for advice and guidance. This is how he and his friends collectively navigate the system that can seem so difficult and alienating.

Rolando is nostalgic for his home country and is constantly seeking ways to stay connected to his roots. Rolando and his wife maintain many of the customs they grew up with, passing these along to their children. The family celebrates all Mexican holidays, cooks mostly traditional foods and is avid fans of the national soccer team. Rolando prefers to consume all media in Spanish, including T.V., newspapers and searching the web. Keeping in touch with loved ones in Mexico is a top priority for Rolando. He typically calls his extended family using a calling card once a week and tries to visit once a year.

Rolando’s wife handles the majority of the shopping for the family. She is extremely brand loyal and tends to buy household items and groceries at the neighborhood bodega or at Super Wal-mart for bigger shops. The family also favors Kmart and Sears for clothing, electronics, and home furnishings. Rolando, though not a big shopper, enjoys browsing Home Depot and purchasing items to fix up his family’s apartment. He and his wife don’t have much, but they take great pride in what they do have.

Rolando recognizes that he is excluded from a lot of things in the United States because he doesn’t speak English, but he is working on changing that by taking language classes and practicing. He knows that the effort and sacrifices he makes now will benefit his children and that they have greater opportunities as a result.

Stay tuned for Part II of “A Lesson in Acculturation,” focusing on the Spanish Dominant Bicultural Hispanic: The Cultural Nomads.

You will be responsible for the concept, design and delivery of a range of web/interactive and print projects. Your strengths lie in your ability to:

• Look at the big picture in the creative process
• Lead and conduct design strategy meetings; work with team to deliver against strategy
• Manage multiple project, in-house resources, contractors and vendors simultaneously
• Monitor and manage project budgets
• Be self motivated and work independently under tight deadlines

To be considered you must have the following:

• A full understanding of the printing process (spot and CMYK)
• Extensive knowledge of standard design software tools (Illustrator, Photoshop, inDesign)
• Web, interactive and online design experience and full understanding of Flash and HTML
• BFA and a minimum of three years experience required or equivalent with a strong portfolio and sample of work
• Bilingual, Spanish – English

Please forward resume and salary requirements, along with your top three creative samples and/or link to your portfolio to: careers@thinkargus.com

Image by Keane and Hunt

ARGUS has long believed that the traditionally known general market is rapidly dissolving into a multicultural marketplace. We’ve held this view for over 10 years, and our work is guided and supported by this concept.

America is becoming a blended nation that is reflected in the adoption of various cultural traditions. And as the largest research project in the nation, the upcoming 2010 Census is expected to confirm this.

“The concept of an ‘average American’ is gone, probably forever,” demographics expert Peter Francese writes in 2010 America, a new Ad Age white paper. “The average American has been replaced by a multidimensional society that defies simplistic labeling.”

The message to marketers is clear, according to Bradley Johnson of Ad Age: “No single demographic, or even handful of demographics, neatly defines the nation.”

What does this mean for marketers that want to reach underserved or hard-to-reach populations?

Our nation is becoming more diverse, particularly among younger populations. Smart outreach strategies will have to certainly take this into account. Consumer insight, more effective segmentation, and “niche” targeting will most likely become the norm.

ARGUS has used this strategy with wildly successful results for many clients, including Comcast. Building on our proprietary acculturation model, known in the marketplace as LatinoTRUTH™, ARGUS has targeted smaller niche markets within the Hispanic market.

By employing an approach that accounts for cultural commonalities in both offline and online strategies, you get more bang out of your marketing dollar and avoid the “spray and pray” effect.

Considering that by 2010, Hispanics will be both the nation’s fastest-growing and largest minority population segment, isn’t it time you took that into consideration?

C. Hammond
Director of Client Relations