• Latinomics
    I have been mulling this word in my mind for a few years now, okay, maybe a decade or so. It's a term I will claim because I don't think I have seen others use it in the Hispanic marketing discipline. If you Google it you will only find a link to an organization in Vienna or Mexico. That's "nada que ver" (nothing to do) with my world. What do I mean by Latinomics?
  • The Paradox Of Hispanic SEO
    Despite the rise of social media, content marketing, mobile marketing and other digital marketing tactics, SEO is still critical. In fact, a study published in Search Engine Land found that 51% of all visitors to both B2B and B2C websites are driven by organic search.
  • How Hispanic Millennials Use Food And Beverages To Connect With Their Culture
    For the last year and half, I've been involved in a nationwide research initiative focused on Hispanic Millennials. Our research has focused on understanding how Hispanic Millennials differ from "mainstream," Asian and African-American Millennials, as well as older Hispanics (35+). We dive deep into attitudes, behavior and motivations related to healthcare, financial services and food, beverage and alcohol consumption.
  • The Giver-Take-All Economy
    In life, there are three types of people: givers, takers and matchers. Givers help others without expecting anything in return, takers take and don't give back and matchers give back when they receive.
  • Hispanics Enroll Under The Affordable Care Act Despite Lingering Questions
    According to Obamacare Facts, up to 47 million Americans were uninsured before the Affordable Care Act (ACA). That changed during the 2014 open enrollment period when 8 million Americans enrolled in marketplace plans. And with a more stable website and additional resources on the street, it is estimated that 11.7 million enrolled during the 2015 window, including 4.5 million who re-enrolled from 2014.
  • When The Scale Tips, What Side Will You Be On?
    For decades, Hispanic marketers have pled the case for increased Hispanic investment. Together, we trudged through the muck of Hispanic 101, when all brands wanted to do was use Spanish-language versions of their existing advertising, when Hispanic PR was an afterthought. Digital? Well, that was just a Spanish-language translation of an existing web site.
  • Reach Out And Touch Someone
    Recently, I met with a senior sales executive of a very large consumer packaged goods (CPG) company. During our discussion of metrics and team KPIs (key performance indicators), e.g., number of sales calls, customer cycles, sales cycles, percentage of deal closures, he uttered one of those rare observations that makes you sit up and take notice. In reviewing individually with each of his 10+ staff members how things were going with his corporation's customers, this sales boss asked: "Did you touch them?"
  • Google Celebrates Commitment To Hispanic Market
    Last month I had the pleasure of attending Google's Hispanic marketing forum in New York. Of course, it was great to reconnect with many colleagues who have helped shape the Hispanic online market, but, most importantly, it was great to witness firsthand that Google is truly committed to Hispanics online.
  • Are Hispanics The Last Line Of Defense For Struggling Brands?
    The prevailing wisdom is that investment in the Hispanic market is a growth move by marketers looking to increase their revenue and market share. However, I have quietly noticed a trend during the last few years that leads me to question the motives behind these investments. Has increased Hispanic market investment been a defensive move?
  • TV Binge Viewing Is The New Normal Among Hispanic Consumers
    This past winter was brutal. With cities like Boston buried under 108 inches of record-breaking snowfall and a couple cold snaps still to come, what better way to past the time then catching up on the latest season of your favorite TV show. And the timing couldn't be better.
« Previous Entries Next Entries »