• Narrowing The Gap Between Shopper And Brand Objectives With A Bottom-Up Approach
    An all-too-common challenge for marketers is significant disconnect between objectives (and budget allocation) for generating brand awareness and driving sales. The good news is, marketers who look beyond more traditional campaigns are finding ways to effectively accomplish both - including Amy Colella, VP of marketing communications at The Padilla Group. Seeking crossover appeal for Padilla Foods' El Yucateco hot sauce line, Colella turned to influencer campaigns to drive interest among a diverse U.S. audience.
  • Using Data To Understand Online Behaviors Of U.S. Hispanics
    It's no secret that the advertising business is being revolutionized by data and technology. However, data is not just a matter of gathering information. The real opportunity is how you correlate, integrate, interpret, and most importantly, how you can use this intelligence to deliver relevant content to your desired audience.
  • Cultural Relevance Will Be Key To Connecting With Hispanics Via VR
    Pokemon Go is the fastest mobile game to reach 10 million downloads. It's official: Augmented and virtual reality is the new frontier. Every time I am out and about and see an increasing number of people staggering around with their eyes glued to their phones, I find myself thinking about the marketing opportunities this new technology represents, especially for U.S. Hispanics.
  • 3 Reasons Gen Z Will Disrupt Multicultural Marketing Models
    Gen Z is a wholly unique generation and carving their own path as we see on our latest research initiative, We Are Gen Z, a collaboration between our research agency and Sensis. They are the largest, most ethnically diverse generational cohort the U.S. has ever seen. With Gen Z representing 26% of the population at 83 million strong, Gen Z will be reshaping multicultural marketing as we know it.
  • Content [Marketing] Is King In Reaching Hispanic Millennials
    You know Hispanic Millennials - Hispanics aged approximately 21 - 37 - are a critical, coveted segment of the U.S. Hispanic market. They are comprised of the two most historically attractive consumer segments of 18-24 and 25-34 year olds. They represent more than 27% of the entire Hispanic population and are growing, mainly due to immigration. Compare that to Gen X and Baby Boomer Hispanics, who represent a combined 33% of the U.S. Hispanic population but are shrinking as they age. If you're focused on the Hispanic market in 2016, you are essentially focused on Hispanic Millennials.
  • The Unexpected Winner Of Copa America Centenario
    In what was perhaps one of the most interesting soccer tournaments in 100 years, the question that kept coming to my mind during the Copa America Centenario was: who won? I'm not talking about the obvious answer, when we saw La Roja - Chile -create one of the largest upsets in recent international soccer history by defeating Argentina in penalty kicks. I'm talking about another kind of victory, one that interested me for professional reasons. I'm talking about the winning advertiser during the tournament.
  • Ad Agencies: A Few Hispanics Just Won't Do
    Hispanic marketing is challenging. Believe me, we have been doing it for 15 years. Effective Hispanic marketing requires an integrated team that not only possesses the skills to execute standard marketing principles, but also a deep understanding of the complex and dynamic Hispanic consumer.
  • All Hispanic Research Is Not Created Equal
    As Hispanic market spend continues to grow and more companies are looking to capture a piece of this growing consumer, Hispanic research has been on the same exponential growth trajectory. More and more research companies are marketing themselves as equipped with Hispanic research capabilities and Hispanic online sample providers have been growing at the same rate. As a research company dedicated to researching multicultural consumers, we have welcomed the growing number of panel companies in the space since the need for Hispanic online sample is so great. However, a recent study from Pew Research has made us wary of the ...
  • The Trillion-dollar Latino Entrepreneurial Opportunity
    Over the last 18 years that I have lived here in the United States, I have talked to many Latinos and Latinas about their dreams and their journeys to pursue these dreams. I learned about their aspirations and the barriers that stood in their way.
  • Cross-cultural Gen Z
    Move over Millennials, here comes Gen Z. Who are they? Definitions vary but most demographers define Gen Z - also referred to as Centennials, iGen, or Plurals - as consumers born between 1995 and 2010.
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