• 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.
  • 3 Ways To Help Your CMO Understand Why Multicultural Marketing Is Essential
    Most marketers understand that America's demographics are evolving rapidly, as the majority of growth and nearly 40% of the American population is Asian, African-American, or Hispanic. But what's astounding is that Asians and Hispanics together accounted for two-thirds of total economic spending growth from 2013 to 2014.
  • The Single, Most Powerful Insight When Marketing In Spanglish
    By now, smart marketers have figured out that one of the best ways to reach the Hispanic market is by breaking down the language barriers between English and Spanish. As the use of the English language continues to rise among Hispanics, it makes sense to leverage both languages.
  • Five Insights For Reaching Hispanic Consumers In 2016
    There is no doubt that Hispanics are a growing and important market for brands and retailers. For those looking to reach Hispanics consumers in 2016, below are five important thoughts to keep in mind from notable industry experts.
  • Is Hispanic Marketing Dying Or Maturing?
    All industries go through cycles and evolve. Most follow a common trajectory that begins with rapid growth, then slows down, matures and ultimately faces creative destruction (which J. Schumpeter coined the "ultimate fact of capitalism.") I've been thinking about this in relation to the state of the Hispanic marketing industry, as the industry trade association AHAA recently celebrated its 20th anniversary.
  • Let's Stop Over-thinking Total Market
    The Total Market continues to cause confusion and discussions regarding the "right" definition and execution of this relatively new concept that has taken the multicultural marketing ecosystem by storm. At the center of the controversy is, perhaps, the definition itself, which defines Total Market as:
  • 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.
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