Archive for the ‘marketing’ Category
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 [...]
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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 [...]
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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 [...]
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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 [...]
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Has 2011 actually been the year of creative destruction in Hispanic marketing?
Thursday, September 29th, 2011
If you read my blog posts either here or on MediaPost with any regularity, you’ve likely read my controversial January 2011 piece entitled “2011: The Year Of Creative Destruction.” If you haven’t read it, give it a once over (it’s re-posted at the end of this blog) As we near the end of 2011 (isn’t [...]
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