• ENGAGE:HISPANICS
    A New Year's Call To Action To All Latinos And Latinas
    When I started my journey in this country 18 years ago, I couldn't find a roadmap of how other Latinos were succeeding in the United States. Like other immigrants, I worked hard to find my own way, which meant banging my head against a wall a few times before I was able to accomplish some of the goals I had set for myself.
  • ENGAGE:HISPANICS
    Semantics Matter: Culturally Integrated Market Research And Total Market
    2015 has been the year that concretized total market as the new definition for multicultural or cross-cultural marketing. After a couple of years of debate, total market has won as the new buzzword for companies looking to integrate multicultural audiences into their strategic marketing initiatives. Love it or hate it, it is here to stay for the foreseeable future.
  • ENGAGE:HISPANICS
    The Hispanic Millennial Power Behind Vine, Snapchat And Periscope
    We've heard it time and time again: Hispanic Millennials are a driving force on social media, especially as they are early tech adopters and have a higher usage of social media than their non-Hispanic counterparts. Yet, for brands and marketers, knowing which social platforms to focus on can be a challenge, given that each platform requires its own team and resources.
  • ENGAGE:HISPANICS
    Is 2015 The Best Year Yet For Hispanic Digital Marketing?
    With the holidays around the corner and 2015 coming to a close, I took some time to reflect back on what's happened in Hispanic digital marketing. I must say, it was quite a year.
  • ENGAGE:HISPANICS
    3 Ways To Help Your CMO Understand Why Multicultural Marketing Is Essential
    Most marketers understand that America's demographics are evolving rapidly, as the majority of growth and nearly 40% of the American population is Asian, African-American, or Hispanic. But what's astounding is that Asians and Hispanics together accounted for two-thirds of total economic spending growth from 2013 to 2014.
  • ENGAGE:HISPANICS
    The Single, Most Powerful Insight When Marketing In Spanglish
    By now, smart marketers have figured out that one of the best ways to reach the Hispanic market is by breaking down the language barriers between English and Spanish. As the use of the English language continues to rise among Hispanics, it makes sense to leverage both languages.
  • ENGAGE:HISPANICS
    Five Insights For Reaching Hispanic Consumers In 2016
    There is no doubt that Hispanics are a growing and important market for brands and retailers. For those looking to reach Hispanics consumers in 2016, below are five important thoughts to keep in mind from notable industry experts.
  • ENGAGE:HISPANICS
    Is Hispanic Marketing Dying Or Maturing?
    All industries go through cycles and evolve. Most follow a common trajectory that begins with rapid growth, then slows down, matures and ultimately faces creative destruction (which J. Schumpeter coined the "ultimate fact of capitalism.") I've been thinking about this in relation to the state of the Hispanic marketing industry, as the industry trade association AHAA recently celebrated its 20th anniversary.