research « Think Multicultural

Elevating the level of conversation about Hispanic marketing

Thursday, June 9th, 2011

Is it me or has the general tone and caliber of discussion about Hispanic marketing descended in the last few years? Doesn’t it seem like all the articles, conference presentations, and news around the Hispanic market focus on tactics and the status quo these days (and for that matter the last 5 years)? It seems [...]

Posted in advertising, blogs, conferences, demographics, hispanic, marketing, multicultural, Multicultural Advertising, research, technology | 2 Comments »

Census Data And The Future of Hispanic Advertising

Thursday, June 2nd, 2011

The recent release of the full 2010 Census population figures has been driving the headlines in the world of Hispanic marketing the last few months. As anticipated by many, the full 2010 Census figures for the U.S. Hispanic population topped the 50 million mark. (50.5 million to be exact!) Fifty million is a big number, [...]

Posted in advertising, demographics, hispanic, immigration, marketing, media, multicultural, research | 4 Comments »

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 [...]

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

Wharton looks at “America’s Growing Hispanic Population”

Thursday, April 28th, 2011

Knowledge @ Wharton just published an interesting piece evaluating the implications of the growing Hispanic population as revealed by the latest 2010 U.S. Census numbers. I know everybody and their mother is putting out their analysis of the U.S. Census figures these days, particularly as they relate to the Hispanic population. However this article is [...]

Posted in advertising, demographics, Diversity, economics, hispanic, immigration, marketing, multicultural, politics, press, research, urban | No Comments »

Introducing the Hispanic Persona Project

Thursday, March 31st, 2011

In my last article, I posited the question “Are we approaching Hispanic Social Media all wrong?” Has 40+ years of Hispanic advertising based on language, demographics, and culture led us astray in the age of social media? My thesis was, and continues to be, that marketers need to move beyond language, demographics and culture if [...]

Posted in advertising, conferences, hispanic, interactive, marketing, media, multicultural, Multicultural Advertising, online, research, social media, social networking, Web 2.0 | No Comments »