Karla Fernandez Parker

Articles by Karla All articles by Karla

• Why Advertisers Are Underspending On Hispanic Market in Marketing Insider on 12/16/2019
  

  For one, advertisers have overgeneralized an emphasis on Spanish-only.

• Advertisers Underspending On Hispanic Market in Marketing Insider on 11/22/2019
  

  U.S. Hispanic ad spending should be in the $20 billion range, but it's not.

• User-Generated Content Dominating Hispanic Audiences in Marketing Insider on 10/29/2019
  

  Many experts say it's the cost of paid streaming services that are keeping many Hispanics engaged by user-generated content instead.

• Direct Mail Still Effective With Hispanics in Marketing Insider on 09/25/2019
  

  In 2018, the direct-mail response rate for house lists was an incredible 9% -- nearly double that of the previous year.

• Netflix Hits For Latinx Millennials in Marketing Insider on 08/05/2019
  

  Latinx millennials are spending 34% of their streaming time on Netflix -- more than any other millennial group -- according to a recent report.

• U.S. Hispanic Population Growth Means More Spending in Marketing Insider on 06/20/2019
  

  While growth occurred in some of the expected major Hispanic markets like Los Angeles, the southeastern U.S. saw sizable increases in places like Atlanta.

• Diversity Delivers Innovation in Marketing Insider on 04/10/2019
  

  As the populace becomes more diverse, the companies that reflect that diversity will have the edge over those that don't.

• CPG Marketers: Maybe Rethink Targets Of Snack Food Ads? in Marketing Insider on 02/12/2019
  

  Packaged food advertisers who want to reach the right target for their products are targeting people who shouldn't be using them.

• The Power Of Hispanic Media in Marketing Insider on 09/24/2018
  

  Hispanic media remains a powerful tool for reaching Spanish speakers, despite declining immigration to the U.S. from Spanish-speaking countries.

• What Does it Take To Connect Culturally To Hispanics? in Marketing Insider on 06/19/2018
  

  In marketing circles there's incessant hype about being culturally relevant to the vast Hispanic market here in the U.S., which is 59 million strong. It is great to see examples of it done right.

Comments by Karla All comments by Karla

• Advertisers Underspending On Hispanic Market by Karla Fernandez Parker (Marketing Insider on 11/22/2019)
  

  Leo, thanks for sharing the other sources of data.  Glad we agree there's a big gap in underspending from either source!  Appreciate it, Karla

• User-Generated Content Dominating Hispanic Audiences by Karla Fernandez Parker (Marketing Insider on 10/29/2019)
  

  Thanks for sharing Alexandra!  Karla

• The Power Of Hispanic Media by Karla Fernandez Parker (Marketing Insider on 09/24/2018)
  

  Frank, will do.  Thank you for your interest, Karla

• The Hispanic Color Palette Is Diverse by Karla Fernandez Parker (Marketing Insider on 04/11/2018)
  

  Thanks, Marcelo!  That's a great excercise.   Take care, Karla

• How Gen Z Are Leading Brands to Listen And Act by Meredith Ferguson (Marketing Insider on 03/28/2018)
  

  Nice article!  My daugher marched on Saturday and I am so proud of her.  Perhaps corporations will be what drives this change on gun control as well?  Karla

• Generation Z Under Academic Pressure by Karla Fernandez Parker (Marketing Insider on 10/19/2017)
  

  Thank you, Michelle.  The kids in our focus group who were Millennials mentioned how much they wished they had learned about other options.I agree, options are great~!Karla

• Generation Z Under Academic Pressure by Karla Fernandez Parker (Marketing Insider on 10/19/2017)
  

  Hi Jim, thank you for your question.  The We are Gen Z Report is a quantitative study in which on average over 1,000 interviews were conducted per wave.  You are correct, only one focus group was done in Texas whcih I reference in the aritcle, however, I also conducted a series of interviews with student advisors and career counselors, including an executive director of a counselor's association with over 7,000 members.I am on LinkedIn if you would like to continue this conversation off-line.Thank you again for your interest, Karla

• Mom Has The Money; Her Sons Can Get Her To Spend It by Karla Fernandez Parker (Engage:Teens on 07/18/2017)
  

  Hi Chuck, thanks for your comment.  I don't have any archives, was just impressed with their targeting of Gen Z.  Best of luck, Karla

• Gen Z And Brand 'Me' by Karla Fernandez Parker (Engage:Teens on 05/23/2017)
  

  Hello Ed, the 81 million figure is taken from the American Marketscape DataStream Report 2016 Series by Geoscape.  In the study, Generation Z is defined as those born between 1995 to 2015.  Thank you, Karla

• America Needs Millennials To Become Homeowners by Karla Fernandez Parker (Engage:Millennials on 12/02/2016)
  

  Len, thanks for this comment. Our study found that student debt was an extenuating factor for sure.

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