Research Will Shape Your Multicultural Online Strategy

The Evolution of the MROC

Tamara Barber [Posted by Tamara Barber]

As a prelude to our Wave on full service MROC vendors, we recently released results  from a survey on market researchers’ use of communities. The findings highlight the fact that this is still a nascent methodology but one that researchers are no doubt interested in. Based on my view of the current vendor landscape, here is where my head’s at after mulling over the survey results:

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Adaptive Brand Marketing And Market Research

Reineke Reitsma [Posted by Reineke Reitsma]

I'd like to draw your attention to a recent post of my colleague Lisa Bradner at our Marketing Leadership Blog. Her new report, Adaptive Brand Marketing helps companies re-think their approach to brand management in a world where brand messages are no longer a one-way push, but in fact are shaped by consumers as they interact with and react to brands. Advertising Age has a lengthy write-up that focuses on one element of the report: what Adaptive Brand Marketing means for the future of the brand manager.

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Four Tips For Building A Multicultural Strategy

Tamara Barber [Posted by Tamara Barber]

Last week, I had the pleasure of attending the Association of National Advertisers’ Multicultural Marketing and Diversity Conference. For any multicultural marketers who have not been there, I would highly recommend it to get your finger on the pulse of what top client-side and agency marketers are doing to reach Hispanic, African-American, and Asian-American audiences.

As a panelist on the only session around how to reach Hispanics using digital channels, I was struck by the fact that many marketers still need convincing that Hispanic consumers are, indeed, online. Here are some other top-line themes that came out of the day I was there:

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Forrester's Consumer Forum 2009 Coming Up

Reineke Reitsma [Posted by Reineke Reitsma]

Forrester’s Consumer Forum 2009, October 27 and 28 in Chicago, is fast approaching. This event will help you understand how consumers' evolving online behavior demands that firms step up efforts to engage them, and we have great speakers ligned up from companies like Microsoft, Acxiom, Hewlett Packard, Best Buy, Pizza Hut, InterContinental Hotels Group, Hearst Magazines Digital Media, Hilton Hotels, and E*TRADE, who'll share their companies' best practices for creating breakthrough multichannel relationships, .

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