• 4 Reasons To Target Hispanics With Native Advertising
    With brands executing more and more Hispanic content marketing campaigns, it is imperative to get qualified eyeballs on that branded content. Savvy content marketers employ a variety of digital tactics to promote their content including organic search, paid search, social media, influencer marketing and more recently native advertising. For the sake of this post, native advertising refers to paid distribution of content via native advertising networks such as Outbrain, Taboola, Nativo and Yahoo! Stream Ads.
  • Goodbye, Don Francisco; Hello, 'The Root': Cultural Awakening Of U.S. Hispanic America
    Within a matter of 30 days, Univision made two sweeping changes to a cultural institution in the United States; they cancelled one of the longest running shows on television, ""Sabado Gigante," and purchased the largest online website for African-Americans, "The Root."
  • The Bird In The Hand
    I can already hear the movie trailer in my mind "In a world...with limited metrics and people with a passion for Hispanic marketing, the black-hole discussion of acculturation is threatening to take over the conversation, eliminate budgets and destroy the world of Hispanic marketing. Evil clients pressure a Hispanic marketeer for answers: who should I target?! Biculturals?!Ambiculturals?! Unaculturated?! Caught between a rock and a hard place...what's a marketeer to do?"
  • Using Spanish Content To Give Your English Content Marketing More Legs
    If you have any experience marketing to U.S. Hispanics, you are likely familiar with back translation: translating consumer-facing Spanish content into English so that non-Spanish speakers, such as your legal team, can review and approve it. Recently, we have seen a huge spike in Hispanic content marketing - and, along with that, an increase in back translations as more and more Spanish content needs to be approved by English speakers. Chances are that the approval process is the end of the road for that back-translated English content, since it's not typically intended to see the light of day. But it ...
  • Moving Multicultural Out of The Silos
    Corporate America is increasingly undertaking enterprise-level initiatives to move multicultural market considerations from a segment-driven consideration into their core business operations. Market realities are driving this trend: the growth of multicultural populations, their spending power and the projections they will drive a majority of market growth in many industries. A glimpse at the demographic profile of the coveted Millennial population brings this market imperative into focus: Hispanics, African-Americans and Asians make up 41% of all Millennials in the U.S.
  • QSRs Vs. Fast Casual, Appealing To The Appetites Of The Total Market
    The quick service industry is undergoing a radical shift. Diners are moving away from the monotony of traditional quick service restaurants (QSRs) to fast casual formats with higher quality ingredients and a more customized experience.
  • 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.
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