MediaPost | Engage:Hispanics

Upscale Segment: Young, Entrepreneurial And Online ...

Thu, 09 May 2013 10:57:02 -0400

The Association of Hispanic Advertising Agencies and Nielsen just released an insightful study, "America's New Upscale Segment: Latinos!" The research paints a compelling picture of the upscale Hispanic market and helps dispel Hispanic stereotypes. For this post I thought it would be helpful to summarize the characteristics of the upscale Hispanic market and suggest that marketers use digital to engage with this segment.

Marketing Conferences And The State Of The Industry

Thu, 02 May 2013 10:00:02 -0400

I go to my fair share of conferences, from digital marketing to advertising to PR to social media and direct marketing. For some reason, the stars aligned this April, and I found myself speaking and attending three different conferences on Hispanic marketing.

No Need To Feel Intimidated By Market's Supposed Complexity

Thu, 25 Apr 2013 12:00:03 -0400

Some pundits make the case that the Hispanic community is more of a construct, fabricated by marketers rather than an existing cultural cohort. It may be true that outside the U.S., Latin Americans do not necessarily feel an affinity and cultural connection to other Latin Americans, perhaps in the same way Australians might not feel affinity for New Zealanders or the British despite some cultural commonalities. Still, Latin Americans (in Latin America) do share a lot, culturally, even while having distinct and diverse practices, traditions and even behavior. They share affinity for the same sports, the same language (though dialects are varied), the same religions, a shared colonial heritage, shared history at times, a shared pop cultural environment, even a shared media environment in many cases. There is also a lot they don't share, most importantly, the national identities, nationalism and patriotism which precludes all those other similarities.

What The Narrowing Digital Divide Means

Thu, 11 Apr 2013 09:14:02 -0400

Good news, the digital divide is closing for Hispanics. The Pew Hispanic Center recently published an encouraging report that indicates that the digital divide is shrinking due in large part to rapid Hispanic mobile adoption and strong usage of social networking sites. For marketers, the report should be another clear indication that it is time to get serious about investing in the U.S. Hispanic digital market.

We're Not The Market

Thu, 04 Apr 2013 09:00:03 -0400

A veteran Hispanic marketing professional gave me sage advice the other day. Over a lively dinner conversation, he recounted his 30+ year history in Hispanic marketing - how he got into the business, what the industry looked like in the '80s, and some tall tales about the larger-than-life personalities and key moments of the early days of Hispanic marketing. He recounted some simple advice received from a renowned Hispanic ad agency founder who told him: "Never forget - you're not the market."

Mexican Border Population Provides Unique Challenges

Thu, 21 Mar 2013 16:32:31 -0400

Immigration from Latin America (and specifically Mexico) has slowed and changed drastically since 2005. An analysis by Pew has shown that about the same number of Hispanics immigrate as return to their countries, creating a net zero growth of immigration as recently as 2012.

Foreign-Born Hold The Key To This Market

Thu, 14 Mar 2013 08:05:35 -0400

It seems like a lot of marketers are focusing on the native-born segment of the population, and some are even questioning the role of specialized Hispanic agencies. It started shortly after the 2010 U.S. Census revealed that 62% of Hispanics are native born. Clearly the native-born segment of the U.S. Hispanic market is critical for marketers to understand and address, but foreign-born Hispanics still hold the key to the Hispanic market -and the need for marketing agencies that understand this segment is stronger than ever.

It's Time To Question Everything We Think We Know

Thu, 07 Mar 2013 07:03:56 -0500

Whenever someone first gets involved in Hispanic marketing, they inevitably come across a series of universally accepted "truths" about Hispanic consumers and how to market to them. While some of these truths have faded as the market has evolved over the last 50 years, some continue unchallenged. But as anyone who is deeply involved in marketing to Hispanics today will tell you, the market has evolved as quickly as it has grown. Today's modern Hispanic marketer understands everything we think we know about Hispanics has to be questioned - especially long-standing "truths" that are likely oversimplifications rooted in a simpler, more homogeneous world that no longer exists.

It's Time to Get Personal

Mon, 25 Feb 2013 11:44:55 -0500

What makes us Hispanics special? Well, many things. But one thing we have in common is we like getting personal. I was reminded of this the other day when attending a business conference. Sitting next to my non-Hispanic colleague, we were discussing the different groups in the audience of multi-agency teams. After the session finished, one group walked up to another in this large crowd and loudly gave each other "un abrazo." Not a simple handshake or quiet hug, but a loud, slapping embrace. I immediately knew they were from Hispanic agencies. As we approached, we could hear them communicating in Spanish; indeed, they were Hispanic.

It's Time For Brands To Join The Social Revolucion

Thu, 14 Feb 2013 06:56:14 -0500

There are countless brands out there asking themselves the following question: Is it time to invest in the Hispanic online market? The answer is a resounding yes, and brands should look no farther than to The Social Revolucin to understand why.

The Impact of Immigration Reform On Marketing

Thu, 07 Feb 2013 10:24:03 -0500

There is much talk these days about the possibility of comprehensive immigration reform. While it has been 26 years since the last major reform of the U.S. immigration system, and there have been many failed attempts in the last 10 years, it looks likely 2013 will be the year something gets done. Immigration is arguably the area of public policy with the biggest effect on the business of Hispanic marketing. As an industry based primarily on a population of immigrants from Latin America, the implications of a change in immigration policy can be huge.

Other Key Considerations When Planning Marketing Campaigns

Thu, 31 Jan 2013 09:07:16 -0500

In a previous article, "Allocating Latino Marketing Budgets With Projections," we started discussing one of the most serious issues that come into play when planning multicultural marketing strategies: budget allocation.

Jump Or Climb Out A Window? ... Depends On The Translation

Thu, 24 Jan 2013 08:12:07 -0500

I recently read a book by Jonas Jonasson, translated from Swedish into Spanish. It was the most outlandish and humorous literature I could remember-a story full of colorful and fantastic episodes. Although intriguing, the novel was a bit difficult to understand at first. As a Mexican and native Spanish speaker, the words were easy to decipher, but not the humor-for the novel was translated-not in Mexico-but in Barcelona. Although Spanish is my native language, as a Mexican, my syntax, expressions and colloquialisms are quite different from those of Spaniards.

Allocating Marketing Budgets With Projections

Thu, 17 Jan 2013 11:10:03 -0500

The rapid growth of the Hispanic American consumer segment has been widely discussed over the last few years. It started well before the 2010 Census, which revealed that Latinos in the United States had grown by more than 27 million or nearly 10% during the first decade of the new century. This growth has certainly caught the attention of chief marketing officers at major corporations, advertising executives, search engine optimization experts, and other marketing professionals who are scrambling to tap into this burgeoning consumer group.

Online Publishers Double Down on Facebook

Thu, 10 Jan 2013 08:19:06 -0500

A lot has changed since I first reported on how Hispanic online publishers were using Facebook in June 2010. Back then, only a few Hispanic publishers were taking Facebook seriously, but over the past year and a half, Hispanic publishers have significantly increased their presence on Facebook and now view it as a critical channel for them to remain competitive. For Hispanic publishers, a robust Facebook presence is critical for a few key reasons.

Marketing Insights: Some Things I've Been Noticing

Thu, 03 Jan 2013 08:08:19 -0500

When you're in business -- whether it's selling cars or building houses-- you often get caught up in the day-to-day of the work you do and lose sight of the changes going on around you. It happens to all of us. It's the old adage of not being able to see the forest for the trees.

Why Content Marketing Makes Sense

Thu, 13 Dec 2012 05:00:04 -0500

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 and refine Content Marketing strategies, a Hispanic content marketing strategy should be considered for several reasons.

Mexican-born: A Glimpse Into The Future Of The Market

Thu, 06 Dec 2012 07:27:15 -0500

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 scale that means reaching the broader 92% of Hispanics including Puerto Ricans, Central Americans, Cubans, and South Americans.

My Telenovela Is Not My Mom's Telenovela

Thu, 15 Nov 2012 12:58:36 -0500

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

Thu, 08 Nov 2012 05:55:45 -0500

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

Thu, 01 Nov 2012 12:08:39 -0400

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

Thu, 25 Oct 2012 06:37:48 -0400

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...

Mon, 22 Oct 2012 06:46:08 -0400

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

Thu, 11 Oct 2012 06:26:49 -0400

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

Thu, 04 Oct 2012 09:51:45 -0400

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?

Thu, 20 Sep 2012 10:00:07 -0400

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.

How To Keep Up With The Fast-Changing Hispanic Market

Thu, 13 Sep 2012 08:19:33 -0400

I spend a lot of time keeping up with the ever-changing Hispanic market. Over the past 10 years, the Hispanic market has grown exponentially, inspired the creation of numerous companies and careers, and played an important role in shaping the social and mobile industries in addition to political elections.

Missing Ingredient Is User Experience

Thu, 06 Sep 2012 08:30:03 -0400

User experience (UX) design is a rapidly growing and integral discipline in the maturing world of Web communications. UX is a broad term, very much in vogue these days, with as many definitions as practitioners. At its core, UX relates to how a person feels about using a product, system or service. It was born in the world of software and industrial design - and revolutionized how both types of products were designed with the introduction of user-centered design.

Missing Ingredient Is User Experience

Thu, 06 Sep 2012 08:05:53 -0400

Spanish-language Television Upfront And Fall Season Discourse

Thu, 30 Aug 2012 09:08:04 -0400

According to Nielsen's 2012 National Universe estimates of Hispanic HH's 2+, 53.3% of dwellers are between the ages of 25 and 44, a little more than half the total population. As this new generation of Hispanic Americans emerges, attitudes and behavior, especially with media consumption are changing. In the past, television was consumed by the entire family and in the form of appointment television. Typically, there was one TV in the HH and if "mom" was watching a telenovela, the entire family had to be tuned in. This is not the case today. According to Nielsen, 92% of Hispanic TV HHs have 2+ televisions. The number of TVs per HH coupled with the plethora of media choices available in both English and Spanish means that today's Hispanics have a choice!