» 3 Comments

Cross-National CSR Programs Can Be Effective  
Posted by Charles R. Taylor on May 21, 11:43 AM
Research has found that a focus on the global aspects of the program performed better than a focus on local successes.
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Why Does Google Send U.S. Hispanics To Foreign Web Sites?  
Posted by Joseph Kutchera on May 14, 3:38 PM
The good news amidst this seismic change in consumer behavior is the opportunity that this presents to marketing professionals who are ready to try new and more sophisticated ways of marketing to U.S. Hispanics online. Here are some questions to ask yourself and your media partners for managing this issue.
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Reaching Spanish-Preferring Hispanics On Facebook  
Posted by Lee Vann on May 7, 11:29 AM
The intersection of the Hispanic online market and social media is an exciting and powerful opportunity for marketers to reach this growing and lucrative segment. However, now more than ever, succeeding in this new social context requires a research-based, strategic approach that balances business objectives with user needs.
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Fish Where The Fish Are 
Posted by Wilson Camelo on Apr 30, 9:46 AM
Where I live in the Northeast, supermarket chains have essentially ignored the Hispanic market, despite the fact we spend more per week and more per product than any other demographic. Well, they do put the Goya products on sale during Hispanic Heritage Month and Coronas on sale for Cinco de Mayo, so perhaps I shouldn't complain too much.
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The Recession As Hispanics See It 
Posted by Patricia Graham on Apr 23, 3:32 PM
Hispanics may be among the last to have their spending habits change drastically as the economy improves -- because they predict a smaller change in their spending for a positive economy.
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Understanding Consumers: It's All In The 'Cons'  
Posted by Joseph Kutchera on Apr 9, 9:17 AM
Is brand building with consumers an art or a science? Angel Martinez answered this question during his keynote presentation at the Association of Hispanic Advertising Agencies' Media & Account Management Conference last week, where he recounted his life growing up in The Bronx, becoming CMO of Reebok, building it into a sports powerhouse and, most recently, joining the Deckers Outdoor Corp., maker of the Uggs and Teva shoe brands, as CEO and chairman.

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Using Personas To Connect Online  
Posted by Jose Villa on Apr 2, 9:27 AM
Personas are synthesized from ethnographic research with real people and then summarized in one- to two-page descriptions that include behavior patterns, skills, attitudes and environment combined with a few fictional personal details to bring the persona to life.
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