• Bilingual Advertising: The Next Thing Or Next Mistake?
    Recently, a 30-second AT&T television ad, "Vivir Sin Compromisos," caught my attention. It shows young, appealing, Latinos talking about themselves and reacting to the company's cellular service.
  • Latinos' Love Affair With 'Clubbing'
    If by "clubbing" you think I refer to a Friday evening trendsetter or Saturday midnight music lover, actually I was referring to that apple of the CPG manufacturers' eye, Hispanic shoppers. That is, the regular weekend Latino customers at Sam's Club, Costco Wholesale, BJ's Wholesale Club, and other shopper club stores across America.
  • 5 Predictions For Hispanic Online Marketing In 2015
    This time of year is particularly exciting for me as I get to work on my true passion: developing Hispanic digital strategies for our clients. As we wrap up 2015 planning, five key themes have emerged that I expect to come to life in the Hispanic online market next year.
  • Why Most Marketers Are Not Ready To Go Total Market Or 'Cross-cultural'
    Most marketers are behind when it comes to investing in the Hispanic market. Of the $171 billion spent on paid media in 2013 (according to eMarketer), Hispanic media spending totaled just $8.3 billion (according to Kantar and Advertising Age). Hispanic media spending represents less than 5% of total paid media spending, while Hispanics represent 17.1% of the U.S. population. While paid media doesn't capture the entirety of marketing activity targeted to Hispanics, it provides a good barometer.
  • The Loud Noise Scaring Away CMOs From The Hispanic Market
    The Hispanic market reminds me of the stock market. Both are filled with loud noise from its participants that make it very hard to understand clearly how to best capitalize on it.
  • Hispanic Voters: The Under-Mobilized Demographic
    There are numerous topics to consider in the 2014 midterm elections - the Middle East, the economy, job rates, and Ebola - not to mention the predicted low turnout for the elections themselves. Immigration is another major issue, but, in this election, it is one topic that is not getting much attention.
  • Will Millennials Challenge The Hispanic Health Paradox?
    If you look at the statistics, the numbers don't add up. While non-Hispanic Whites have higher income and education levels, two factors that tend to correlate with longer life, U.S. Hispanics, who average far less income and lower education levels, still have the tendency to outlive them.
  • In-Store Inflection
    "Points of inflection" are the shopper marketer discoveries - nuggets of data - which reveal if we are missing untapped opportunities with Hispanic shoppers. Where and how are Hispanic shoppers different from general market shoppers? Which tactics give us a better ROI on our Hispanic shopper budgets? When does a broader strategy makes sense for this demographic?
  • Why Do So Many Latino Marketing Initiatives Fail?
    It's no longer news that the Latino market is one of the fastest-growing consumer segments in the U.S. and has been for years. Many companies are aware of and actively engage with this audience. Some brands focus on reaching U.S.-born Hispanic Millennial while others focus on reaching foreign-born first-generation Hispanics.
  • Why English AND Spanish Are The Official Languages Of The Internet For Hispanics
    The debate rages on. As marketers think about how to execute Total Market digitally, they often ask themselves which language is best to reach online Hispanics. The previous post on this blog argues that "English is the official language of the Web, even for Spanish-dominant Hispanics."
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