• Instagram Is Picture Perfect For Hispanic Advertisers
    Facebook is on a Hispanic roll. Two weeks ago the social media giant expanded their Hispanic affinity segment by 2 million, enabling advertisers to target 29.1 million Hispanics by language preference. Last week they announced that advertisers can now reach Hispanics on Instagram via paid advertising.
  • Replacing The Acculturation Model
    Hispanic marketing started out in the 1960s as an industry built around language - Spanish language media and advertising to reach recent immigrants to the United States. During the late 1980s, the concept of culture began to replace language as a key strategic foundation of most Hispanic and multicultural marketing.
  • Myths And Realities: Advertising That Engages And Persuades Hispanic Targets
    There is a variety of strategies on how to best advertise to Hispanic targets. While some tactics can be effective, many are built on myths that no longer particularly work. It's easy to stereotype an audience, and then address them as such. But the 55 million individual Hispanic consumers in the U.S. are definitely not monolithic, nor should they be stereotyped.
  • Spanish Language Music - An Overlooked Way to Connect With Hispanic Millennials?
    Reflecting back on the 18-month Hispanic millennial project that had five waves (four new mini-waves are slated for the rest of 2015 and early 2016), I realized that we had tons of data that didn't rise to prominence because there was just so much to be highlighted. As I dove into our most recent wave, Media/Technology/Digital Trends, I realized that there was an unexplored facet to this research, Spanish-language music.
  • 8 Seismic Changes To The Hispanic Market
    This time of year everyone comes out with lists of the biggest trends of the past year or bold predictions for the upcoming one. However, you can often forego bold predictions by paying close attention and adapting to big changes taking place right before our eyes. Using this lens, here are eight seismic changes to the Hispanic market that occurred in 2014, with huge implications for how to engage Hispanics in 2015 and beyond:.
  • Is there A Better Way To Measure The U.S. Hispanic Television Audience?
    Virtually every leading corporation in the U.S. today views the Hispanic population as a growth segment. Hispanics make up 55 million and are projected to almost triple in size by 2050. Their purchasing power of more than $1.2 trillion in 2013 is growing, and more and more counties, cities, and states are becoming "minority" majorities across the country.
  • Five Reasons Marketers Must Target U.S. Hispanics On Mobile
    In 2011, I stressed that mobile was a must for reaching U.S. Hispanics. Back then, few brands were proactively targeting U.S. Hispanics on their mobile devices despite the growing evidence that Hispanics were becoming mobile first consumers.
  • 2015 Siempre Mujer Hispanic Beauty Study: For Latina Women, Social Is A Beautiful Thing.
    Latina women are known for their beauty. Top of mind, of course, is J Lo and Shakira. So it should not be a surprise that the 2015 Siempre Mujer Hispanic Beauty Study found that Latina women and Millennial Latinas are highly engaged in the beauty category.
  • Multiracial Gen Z And The Future Of Marketing
    Millennials are generally believed to be the most ethnically and racially diverse generation in American history. Hispanics (20%), African-Americans (14%) and Asians (6%) make up 40% of the total millennial population. This diversity underpins the notion of the bicultural millennial, a young consumer straddling two worlds, balancing their cultural lives with their mainstream integration into popular culture. Yet, lost in the buzz around bicultural millennials is the growing multiracial U.S. population truly living in two worlds at home and in society.
  • Driving Back-to-School Sales With a Culturally Sensitive Path-to-Purchase Model
    Did you know that Hispanics are twice as likely as non-Hispanic whites and African-American shoppers to start planning their back-to-school shopping soon after their children begin summer break? And whites are twice as likely as Hispanics to start planning back-to-school shopping once they get a list from their children's teachers.
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