• Why Content Marketing Makes Sense
    Now that social media has become an integral part of most people's lives, marketers are continuously looking for ways to take advantage of it to reach you with their message. Of the various tactics being employed, Content Marketing has emerged as one that marketers are increasingly focusing on. Wikipedia broadly defines Content Marketing as a "marketing format that involves the creation and sharing of content to drive profitable consumer action." A Content Marketing strategy clearly defines audience and objectives and outlines content formats including social media updates, longer form articles, e-newsletters, videos, blogs and others. As marketers begin to develop ...
  • Mexican-born: A Glimpse Into The Future Of The Market
    Recently, we were given something of a unique Hispanic marketing assignment: develop an integrated marketing campaign for a very specific Hispanic audience -- foreign-born Mexican immigrants living in the U.S. Why was this unique? In my experience, most clients look at the Hispanic market more broadly, rarely focusing on specific nationality segments. The exceptions are Latin American brands entering the U.S. targeting expatriates who are familiar with them. While most marketers understand that Mexicans make up the vast majority of Hispanics living in the U.S. -- 65% according to the 2011 Census data - they tend to look for the ...
  • My Telenovela Is Not My Mom's Telenovela
    The cultural gap between parents and their offspring is an age-old clich. "If it's too loud, you're too old," was the common refrain coming from a teenager's bedroom when told to turn the music down. Similarly, my telenovela is not my mom's telenovela.
  • Online Shopping Is Up For Grabs This Holiday Season
    Now that the election is over, our TV, computer and mobile screens will be bombarded with holiday shopping pitches. From a digital perspective, marketers will be competing to grab a share of the $54 billion that eMarketer predicts will be spent by consumers online this holiday season. Today, Hispanics make up 12% of the U.S. online market, which means they will spend approximately $6.5 billion.
  • The 2012 Election & Hispanics
    Today is Nov. 1, 2012, and the big 2012 election is only five days away. It's only appropriate I write something about the upcoming election, otherwise risk being plowed over by the wave of election-related stories.
  • Building Brand Loyalty: It's Not Just About ROI
    I recently returned from visiting my father in Mexico City, the place where I was born and lived for most of my life. As it happens often during these trips, I quickly became aware of how different Mexico is from the U.S., and it's not because I can't find my favorite products at the local stores or watch my favorite TV shows while I'm there. I can.
  • But You Don't Look Latino...
    A few weeks back, I was having lunch with a friend at my favorite Chelsea haunt, discussing the issue about Latino self-identification. I then pointed out, "Everyone here could be Latino." Intrigued, my friend patiently waited to hear my logic.
  • MySpace's Success May Hinge On Young, English-Speaking Hispanics
    The recently launched new MySpace features a slick design, horizontal scrolling, and a focus on musicians, artists, celebrities and their fans. The new owners, including Justin Timberlake, who bought MySpace from News Corp for only $30 million in June 2011, are aiming to turn around the world's first social network.
  • Hispanics, Tablets And The 'Mobile First' Imperative
    One of the benefits of being in the advertising business is you sometimes get access to first-hand research - done on behalf of clients - into consumer mindsets and behavior that doesn't always show up in published reports and syndicated research. For example, over the last 18 months, we have conducted numerous ethnographic interviews with U.S. Hispanics aimed at better understanding their digital behavior. One interesting, and somewhat unexpected trend emerged from our interviews: Hispanics, particularly older, less acculturated, and Spanish-dominant Hispanics, are increasingly using tablets.
  • Does Social Media Have A Bad Romance With Latinos?
    The Latino romance with social media has been a passionate one. We've embraced this frontier for the betterment of our careers and our businesses. We tweet, post, update, like and comment as we validate ourselves or denigrate stories and events. Along the way, often incidentally, we build communities and networks.
« Previous Entries