The Association of Hispanic Advertising Agencies and Nielsen just released an insightful study, "America's New Upscale Segment: Latinos!" The research paints a compelling picture of the upscale Hispanic market and helps dispel Hispanic stereotypes. For this post I thought it would be helpful to summarize the characteristics of the upscale Hispanic market and suggest that marketers use digital to engage with this segment.» 0 Comments
I go to my fair share of conferences, from digital marketing to advertising to PR to social media and direct marketing. For some reason, the stars aligned this April, and I found myself speaking and attending three different conferences on Hispanic marketing.» 2 Comments
Some pundits make the case that the Hispanic community is more of a construct, fabricated by marketers rather than an existing cultural cohort. It may be true that outside the U.S., Latin Americans do not necessarily feel an affinity and cultural connection to other Latin Americans, perhaps in the same way Australians might not feel affinity for New Zealanders or the British despite some cultural commonalities. Still, Latin Americans (in Latin America) do share a lot, culturally, even while having distinct and diverse practices, traditions and even behavior. They share affinity for the same sports, the same language (though dialects ...» 0 Comments
Good news, the digital divide is closing for Hispanics. The Pew Hispanic Center recently published an encouraging report that indicates that the digital divide is shrinking due in large part to rapid Hispanic mobile adoption and strong usage of social networking sites. For marketers, the report should be another clear indication that it is time to get serious about investing in the U.S. Hispanic digital market.» 0 Comments
A veteran Hispanic marketing professional gave me sage advice the other day. Over a lively dinner conversation, he recounted his 30+ year history in Hispanic marketing - how he got into the business, what the industry looked like in the '80s, and some tall tales about the larger-than-life personalities and key moments of the early days of Hispanic marketing. He recounted some simple advice received from a renowned Hispanic ad agency founder who told him: "Never forget - you're not the market."» 3 Comments
Immigration from Latin America (and specifically Mexico) has slowed and changed drastically since 2005. An analysis by Pew has shown that about the same number of Hispanics immigrate as return to their countries, creating a net zero growth of immigration as recently as 2012.» 0 Comments
It seems like a lot of marketers are focusing on the native-born segment of the population, and some are even questioning the role of specialized Hispanic agencies. It started shortly after the 2010 U.S. Census revealed that 62% of Hispanics are native born. Clearly the native-born segment of the U.S. Hispanic market is critical for marketers to understand and address, but foreign-born Hispanics still hold the key to the Hispanic market -and the need for marketing agencies that understand this segment is stronger than ever.» 2 Comments
Whenever someone first gets involved in Hispanic marketing, they inevitably come across a series of universally accepted "truths" about Hispanic consumers and how to market to them. While some of these truths have faded as the market has evolved over the last 50 years, some continue unchallenged. But as anyone who is deeply involved in marketing to Hispanics today will tell you, the market has evolved as quickly as it has grown. Today's modern Hispanic marketer understands everything we think we know about Hispanics has to be questioned - especially long-standing "truths" that are likely oversimplifications rooted in a simpler, ...» 7 Comments
What makes us Hispanics special? Well, many things. But one thing we have in common is we like getting personal. I was reminded of this the other day when attending a business conference. Sitting next to my non-Hispanic colleague, we were discussing the different groups in the audience of multi-agency teams. After the session finished, one group walked up to another in this large crowd and loudly gave each other "un abrazo." Not a simple handshake or quiet hug, but a loud, slapping embrace. I immediately knew they were from Hispanic agencies. As we approached, we could hear them communicating ...» 1 Comments
There are countless brands out there asking themselves the following question: Is it time to invest in the Hispanic online market? The answer is a resounding yes, and brands should look no farther than to The Social Revolucin to understand why.» 1 Comments
