Monthly Archives: October 2011

Spanish, English And Spanglish: Facebook Fans React

I’m a first generation Latino and interact with Latinos on a daily bases. Many recent immigrants speak only Spanish, most first generation are fully bilingual, I’m keeping my children bilingual but have run into many second generation Latinos that only speak English. I think that the more skills you have the more opportunities you have and that includes speaking and writing other languages. Where are you in this language issue.

Via NPR.

When we asked our Facebook fans how the use of Spanish and English was affecting them, we were surprised by the more than 1,000 comments the question received. Fans shared feelings of appreciation, claimed it had enhanced their love lives and expressed annoyance and anger at being turned down for jobs for not knowing Spanish. One mother in Texas even told us she made her husband sleep outside her son’s school “in the cold and rain” to secure a spot in a dual language program. Here is a sampling of responses. ¡Que disfruten! (Enjoy!) Read more

Advertisers Miss Key Targets In Hispanic Market.

Research sponsored by media companies tends to favor those media companies. In my experience, when targeting any consumer, you need an integrated approach that addresses the lifestyle and media consumptions of those individuals.

A native digital brand like Living Social took and online approach in stage one. In the second stage, their strategy includes a partnership with a legacy media company via their radio stations.  A total market approach makes sense as indicated in the article bellow from Media Post.

Carat USA, the Aegis Group media shop, has completed  a detailed new study of the Hispanic consumer segment and concluded that marketers are spending dollars against the sector in highly inefficient ways, due to continued reliance on old assumptions and outdated methods of communicating with the Latino population.

The new data has led Carat to conclude that 90% of Hispanic media budgets are targeting only 20% of the Latino population — and are missing the opportunity to “drive significant business value among 80% of the Hispanic market.” Read more

Social Media Spearheads Business Interactions

I have obtained positive results from my online/social media efforts for business development. I think the technology advancements of each decade have always changed the way you do business. I recall that in the 90’s, I developed business relationships with companies in foreign countries. We had no physical interaction and most of our transactions were done via fax with an occasional phone call. Internet, Skype, Facebook, Twitter and others facilitate business development and project management. The article bellow mentions Social Media.  I’m sure that in 10 years we will be dealing with new technologies. What do you think they will be?

So much for that human touch.

In most markets around the globe, social media communication has become the most influential channel for business purchases — outranking face-to-face meetings, conferences, client entertaining or traditional trade advertising — according to new research from Trendstream’s GlobalWebIndex.

In June, 15% of “global decision makers” surveyed by the social media consultancy cited “conversations with people from a company/organisation on a social network” as having the greatest influence on business decisions. Cited by 13% of respondents, “direct mails” ranked second.

Still, 16% of “senior decision makers” — or those at senior manager level and above — cited conversations as well as “sales presentations” as having the greatest influence on business decisions. Read more

OOH Media Challenges Agencies, Brand Strategy Vital

Media buyers that had been planning for print and broadcast had problems understanding digital and social media. Then you get a new medium, a medium that is part television, mobile and out of home. The article bellow gives you facts from a recent research piece.

How do you work with this new medium and integrate social and mobile?

Despite the medium’s collective 16% growth in the first half of 2011, sellers of digital place-based media sometimes feel lost in the shuffle when it comes to making their case to agencies and clients.

Attendees at the Digital Place-Based Advertising Association’s  Digital Media Summit conference Tuesday in New York heard a number of senior media agency executives explain what they see as the challenges and opportunities for those in the DPM space.  Read more

Hispanics Flock to the Web for Communication and Entertainment

Technology becomes part of everyday life. Probably a handful of us was around when radio was first introduced. Can you imagine a world without a mobile phone in 2011? My son is 10 and already asking me to get him an iPhone. And it isn’t to communicate with me but for the apps! Read the article bellow from eMarketer to learn about Hispanics and the Web.  Is the Web your new source of communications and entertainment?

The US Hispanic population is young, growing and online

The US Hispanic population is booming. According to the US Census Bureau, the Hispanic population in the US grew by 43% between 2000 and 2010, to 50.5 million, or 16.3% of the total population. This group is young, growing, and ethnically diverse.

It’s also online in large numbers. eMarketer estimates that 63% of the US Hispanic population accesses the internet at least monthly this year, rising to 73% by 2015. This group skews young an somewhat male. Read more

INFOGRAPH: The Shifting Digital Media Landscape.

Take a look at this visual. There are 27 slides that bridge digital information, entertainment and social

MediaPost Publications WOM Explodes Thanks To Social Media 10/19/2011














MediaPost Publications WOM Explodes Thanks To Social Media 10/19/2011.

I’ve been developing marketing plans that integrate grassroots with social media and mobile to reach young demos. The strategy is a natural fit when targeting Latinos. This article in media posts validates that strategy. I also support the need to link these efforts to the bottom line. Read this article for more detail.

Also known as “word of mouth,” what’s the secret to a successful earned media strategy? Traditional paid media, according to Tracy Stokes, principal analyst at Forrester Research and former senior director of global brand marketing at Timberland.

Born from traditional public relations, Forrester defines earned media as “a message about a company passed between consumers as a result of an experience with the brand.” And thanks largely to an explosion in social media, earned media is on fire.

Where the Hispanic Viewers Are (Not Just on Univision)

I’m from Ecuador and my ex-wife was from Mexico. While we were married, most of the TV watching was done on cable or English language networks. Our Spanish media consumption was done at the movie theaters and video. However, we spoke to each other in Spanish most of the time. Our children (a 10 year old boy and a 6 year old girl) speak English fluently, basic Spanish and are learning French. We are not your traditional family on either market. From reading his article in AdAge DIGITAL, I just learned that David Morgan has a similar experience. Read the article bellow to learn more. What do you watch?

Via AdAge Digital

This may come as a surprise, but a large proportion of the US Hispanics cannot be reached with advertising on Spanish-language TV networks. Is it that they’re not watching TV? No. In fact, according to Nielsen data, US Hispanic households watch more TV than average. However, contrary to what you would think, many US Hispanic viewers watch no Spanish-language programming on TV, and many more watch very little.

Hispanic audiences are critical to the future of US media and marketing. According to the US Census, Hispanics now account for more than 15% of the US population, and are projected to grow to more than 25% by 2050. This has led many to speculate that Spanish-language media, and television particularly, will eventually capture a corresponding share of US advertising and marketing expenditures. Nice in concept, but it won’t happen.

I have a particular interest in the issue. I am part of an Hispanic household. My wife is Mexican. Our daughters are both Mexican and American. To each other, they speak Spanish as their primary language. To me, they speak English. Their Mexican identity impacts our food, clothing, entertainment, travel, current affairs conversations and much of our product purchasing. Nevertheless, while they watch some Spanish-language movies (on TV, in theaters?), we watch virtually no Spanish-language network television. We are a classic bilingual US Hispanic household. We watch plenty of TV, but are hard to find if you target us with traditional planning metrics. Read more

P&G: Hola, Latinos!


Would 1 trillion on purchasing power convince you? Well, according to this article from The Motley Fool, a Fortune 100 company is convinced. The fact that growth on other market segments is flat may have something to do too. Their approach is not just a translation of advertising materials. P&G knows marketing and they are creating products that address the specific needs of these consumers.


To counter its slow U.S. revenue growth,Procter & Gamble (NYSE: PG  ) plans to capitalize on the growing Hispanic population. According to The Wall Street Journal, the company is looking to focus more on Hispanic shoppers by modifying its products and bringing new brand ambassadors onboard. Let’s dive into the details.


The Latino way
According to the U.S. Census Bureau, more than half of the U.S. population gain in the decade ending in 2010 consists of the Latino demographic. Their families tend to be larger and younger than average, and that’s good news for the maker of Pampers, Charmin, and Bounty. According to Hispanic Business magazine, Hispanic shoppers had nearly $1 trillion in spending power as of 2010, and that figure is expected to rise to $1.3 trillion by 2015.  Read more

100 Stars You Never Knew Were Latino!

100 Stars You Never Knew Were Latino!

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