Archive for the ‘metrics’ Category

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

Using Personas to Engage Hispanics: A “how-to guide”

Thursday, May 5th, 2011

During the last 3 months, I’ve been writing a great deal about personas and how they can serve as a new planning tool for Hispanic marketing in the digital age. In my last post, I made a case for why I felt personas were an effective behavioral model to guide not just social media efforts [...]

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Posted in advertising, demographics, e-commerce, Facebook, hispanic, interactive, marketing, media, metrics, mobile, multicultural, Multicultural Advertising, online, press, research, social media, technology | No Comments »

Higher Hispanic click-thru rates? So what?

Thursday, October 7th, 2010

(a revised version of this article originally ran on MediaPost’s Engage Hispanic blog on 10/07/10) Everyone is talking these days about Hispanic consumer digital behavior. With the rapid growth in Hispanic online penetration over the last few years, there has been increased attention placed on how this group is different than General Market. Over the [...]

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Posted in advertising, hispanic, marketing, media, metrics, multicultural, online, social networking | No Comments »

Agency Web sites

Wednesday, November 25th, 2009

With everyone having one foot out the door the day before Thanksgiving, I will send you all off with some quick thoughts on Lopez Negrete’s new Web site (a prominent Hispanic advertising based in Houston, Texas) 1. First, why is the launch of an agency Web site worthy of an email blast from HispanicAd.com? Was [...]

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Posted in advertising, hispanic, interactive, metrics, online, press | 2 Comments »

Hey, online marketers! Embrace the GRP!

Sunday, August 23rd, 2009

There is always a lot of debate in interactive advertising about metrics. Do clicks matter? What is engagement? What’s an impression really worth? But the biggest debate by far is whether to use traditional advertising metrics such as reach, frequency, and GRP. Even here at ThinkMulticultural, we’ve been “preaching for a while that the old, [...]

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Posted in advertising, interactive, marketing, media, metrics | No Comments »

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