• The Beginning Of A Multicultural Marketing Approach
    No doubt, Latinos in the U.S. are gradually but surely being integrated and absorbed into mainstream U.S. American society. Considering the steadily growing population of this ethnic group, they have become a target of special study looking closely into their cultures and how they are adapting to the American way of life. Biculturalism or the cross-over between the two cultures is evident.
  • The Science Behind Brand Loyalty Among Hispanics
    It is generally accepted that Hispanics are often more brand loyal than the average U.S. consumer, especially during certain stages of their cultural assimilation process. People always say things like "Hispanics are more passionate" or "Hispanics are genetically different," but I have yet to hear a convincing argument that explains this phenomenon.
  • Knowing Our Consumers Through Their Own Stories: Hispanics And Content Creation
    Content production and distribution are now accessible to most people everywhere. Thanks to modern communication technologies, those who used to be passive spectators are now becoming active creators. In the U.S., Hispanics are driving this change.
  • Why You Should Use Tumblr To Reach Online Hispanics
    Back in May, I took a look at how Hispanics were embracing emerging social media platforms and Tumblr caught my eye. When Tumblr announced last week that it now supports Spanish, I thought I would see how Tumblr had progressed in the past few months. What I found was impressive. Tumblr has grown exponentially among Hispanics and now represents a platform Hispanics online marketers should seriously consider.
  • Was The 2010 Census Anticlimactic For The Hispanic Marketing Industry?
    Anyone who has been in the business of Hispanic marketing for 20+ years will tell you the 1990 and 2000 Census results were game-changers for the business. The final two Census results of the 20th century brought the industry to life, catalyzed a huge expansion in both the media and advertising sides of the business, and ushered in an unprecedented level of attention from corporate America on the need to address this "new" demographic and commercial opportunity.