The Hispanic market reminds me of the stock market. Both are filled with loud noise from its participants that make it very hard to understand clearly how to best capitalize on it.

There are numerous topics to consider in the 2014 midterm elections - the Middle East, the economy, job rates, and Ebola - not to mention the predicted low turnout for the elections themselves. Immigration is another major issue, but, in this election, it is one topic that is not getting much attention.

If you look at the statistics, the numbers don't add up. While non-Hispanic Whites have higher income and education levels, two factors that tend to correlate with longer life, U.S. Hispanics, who average far less income and lower education levels, still have the tendency to outlive them.

"Points of inflection" are the shopper marketer discoveries - nuggets of data - which reveal if we are missing untapped opportunities with Hispanic shoppers. Where and how are Hispanic shoppers different from general market shoppers? Which tactics give us a better ROI on our Hispanic shopper budgets? When does a broader strategy makes sense for this demographic?

It's no longer news that the Latino market is one of the fastest-growing consumer segments in the U.S. and has been for years. Many companies are aware of and actively engage with this audience. Some brands focus on reaching U.S.-born Hispanic Millennial while others focus on reaching foreign-born first-generation Hispanics.

The debate rages on. As marketers think about how to execute Total Market digitally, they often ask themselves which language is best to reach online Hispanics. The previous post on this blog argues that "English is the official language of the Web, even for Spanish-dominant Hispanics."

Do a Google search for “total market approach” and you’ll quickly see that this relatively new marketing concept continues to generate buzz, excitement and confusion within the U.S. marketing world. There are at least three different associations putting out “official” definitions; countless other organizations articulating best practices; and a great deal of experimentation taking place within organizations and out in the market in terms of advertising efforts. As marketers in the U.S. continue to debate the opportunities, challenges and overall validity of the “total market approach,” digital is the one key element missing from the discussion. While digital is mentioned, …