• How Latin American Brands Can Avoid A One-Way Social Media Conversation
    Latin America's appetite for social media has seen substantial and consistent growth the last few years. In the first two quarters of 2015, the volume of social media messages sent to brands in the region increased by 21.2%. Today, Spanish and Portuguese speakers comprise one of the most vocal markets on social media. But how much are brands actually engaging this increasingly important audience?
  • Servicing Service
    If you take a look at the 2015 Hispanic Fact Pact, you will notice that service advertisers are about 21% of the 50 largest spenders in Hispanic media. Granted, there are some services that are more regulated, which sometimes presents an interesting challenge. For example, food service will never be regulated quite like telecom, insurance or financial services and this sometimes can become a problem for us Hispanic marketers. It's a problem because regulation and legal requirements can stand in the way of good marketing and providing relevant experiences for our consumers.
  • The Total Market Approach Starts With Why
    Whenever I hear the term "Total Market Approach" to Hispanic marketing, I scrunch my face in doubt since it strikes me as a "one size fits all" path to cost reduction. Perhaps some marketers do use it to avoid the difficult work in segmenting multicultural audiences or as a means to consolidate the advertising agencies they hire. But last week, at the Association of National Advertisers' Multicultural Conference, a handful of companies provided examples that not only edified me as to what the term "Total Market Approach" exactly means but, moreover, changed my opinion in the process by providing examples ...
  • Is 2015 The Best Year Yet For Hispanic Digital Marketing?
    With the holidays around the corner and 2015 coming to a close, I took some time to reflect back on what's happened in Hispanic digital marketing. I must say, it was quite a year.
  • 6 Tips For Working With Latino Influencers
    Latinos are highly social, and while there is a fairly robust community of Latino influencers that brands can work with, there is still a lot education that needs to be done between brands and clients who do not have a full understanding of the Latino market. Below are a list of six tips for engaging with Latino influencers.
  • The Forgotten Hispanic Consumer
    Hispanic agencies and media companies have been obsessed with Hispanic millennials for the last three years. It seems that the entire Hispanic marketing industry has focused its attention and efforts towards understanding and reaching the bicultural, partially-to-fully acculturated, native-born U.S. Hispanic. This new "darling" of the Hispanic market is generally given the overly simplistic moniker of "millennial."
  • Multi-cultural Partnership Marketing Simplified: 'Same, Same But Different'
    As I recently read a bedtime story to my daughter, I was struck at how a children's book and my day job could collide. It occurred to me that this story encompassed the hallmarks of multicultural marketing at its best. The book, Same, Same but Different by Jenny Sue Kostecki-Shaw tells the story of two young pen pals, one from America and one from India, and the similarities and yet nuanced differences in each of their lives.
  • Trump Awakens The Latino Sleeping Giant
    Donald Trump's ignorant and derogatory comments towards the Latino community have insulted Hispanics across the nation and the world. It is mind-boggling and sad to see that such a person is been embraced by millions of people as their best bet for the job of leader of the free world. But Trump's insults have also had an unintended positive effect: they have awakened the Latino sleeping giant.
  • Why Should Online Retailers Care About Spanish-Speaking Hispanics?
    As the online retail wars continue to rage this year with brick and mortar retailers continuing to bolster their online shopping offerings to compete with the 800 pound gorilla, Amazon, we decided to take an in-depth look of how online shopping habits have changed from this year to last across Hispanic, African-American, Asian, and non-Hispanic white consumers.
  • Purists, Practicals And Hair Splitters
    A lot of the target focus and discussion today around Hispanic segments are on what I like to refer as the "middle market." I use this term to group all of the fancy definitions used for Hispanics that have a little (or a lot) of two cultures in them: American (or I should probably say Anglo) and Hispanic culture. The fancy words to define this middle market include: biculturals, ambiculturals, transculturals, Americanos, etc. I welcome my readers to suggest a few more; some of these are actually cool and creative.
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