hispanic « Think Multicultural

Generation 1.5 Hispanics

Thursday, February 2nd, 2012

Anyone who has ever looked at the U.S. Hispanic market views it from the lens of segmentation – or the subsets within the broader market, based on one or more shared characteristics. There are countless ways to segment the U.S. Hispanic market: age, religion, political affiliation, family size, nationality, geography, etc. However, as I’ve written [...]

Posted in advertising, hispanic, immigration, marketing, media, multicultural, Multicultural Advertising, online, politics, research, youth | No Comments »

8 Predictions that Won’t Happen in Hispanic Marketing in 2012

Thursday, January 5th, 2012

It’s that time of year – when all the prediction articles come out. Not one to be left behind, I have decided to take a stab at some bold predictions for what I see happening in Hispanic marketing in 2012. However, in my contrarian tradition, I’ve decided to make 8 predictions of what I don’t [...]

Posted in advertising, demographics, entrepreneurship, hispanic, interactive, marketing, media, mobile, multicultural, Multicultural Advertising, online, PR, print, radio, research, social media, social networking, TV, twitter | No Comments »

Moving beyond the Hispanic “Right Spend” Argument

Thursday, November 3rd, 2011

If there is a concept older than the abuelita in the Spanish language TV spot it’s the argument that marketers are not investing enough in U.S. Hispanic advertising and media – that they haven’t reached the mythical “right spend” figure. Right spend is usually defined as the percentage of a marketers advertising and marketing budget [...]

Posted in advertising, hispanic, marketing, media, metrics, multicultural, Multicultural Advertising, online, PR, research, social networking, TV | 1 Comment »

Agility is the Key to Effective Hispanic Social Media Development

Monday, October 17th, 2011

What makes Hispanic social media more challenging than general market social media marketing and more difficult traditional Hispanic marketing? I would argue two fundamental things: • Hispanics are early adopters of new technology, especially within the social media realm (we’re basically dealing with an “early adopter” consumer segment) • Traditional Hispanic marketing is fairly predictable [...]

Posted in Facebook, hispanic, interactive, Linkedin, marketing, media, mobile, multicultural, Multicultural Advertising, online, PR, press, research, social media, social networking, technology, twitter, Web 2.0 | 2 Comments »