This year, so many Hispanic vehicles are coming to U.S. broadcast television there can be no question that marketers have seen the future and it’s Latino. This, of course, has everything to do with the tremendous sales growth Spanish-language TV has seen in 2011-12. “The reported 2011/2012 upfront numbers were $1.75 billion for Univision, and [...]
PepsiCo Approaches Latin Marketing From A New Angle
Senior Director of Cultural Branding for PepsiCo Javier Farfan says his company is approaching their brand marketing in a way that puts Latinos at the core of its target audience. Marketing to Latinos is traditionally an afterthought, Farfan told Fox News Latino. But for PepsiCo these days, the trick is either to create products up [...]
Using Facebook’s New Brand Timeline To Reach Online Latinos
Last week Facebook launched the new Timeline layout for its brand pages, something multicultural marketing agencies should note because the latest numbers for 2012 show that the digital divide for online Latinos is closing. In January 2012, online Hispanics comprised 15% of the total US online market. When you consider the Hispanic population is 16% [...]
Gorton’s Seafood Spanish Faux Pas Corrected Thanks To Bloggers
When Gorton’s Seafood recently launched their Spanish-language website, gortonsenespanol.com, to speak to Hispanic consumers, they overlooked one tiny accent mark and it made a huge difference. Intending for their homepage headline to translate to “Moms & Seafood,” or “Mamás y Mariscos,” the editors instead published the headline “Mamas y Mariscos,” which has another meaning entirely. [...]
Marketing To Latinos A Big Winner Through The Holidays
Marketers who won big with Latinos this holiday season incorporated cultural cues while providing holiday entertainment to fit a range of budgets. Disneyland in Anaheim, California, extended the spending season by holding their first annual Dia de Reyes, or Three Kings event on the weekend of January 6. Traditionally celebrated in Latin countries 12 days [...]
Telenovelas Ready To Take Over For American Soap Operas
Since January 13, the death toll for American soap operas totals four in just three years, as One Life To Live aired its final episode. For a genre named literally for its ability to sell household cleaning products to housewives, this means serious business for advertisers. If the trend continues, by the year 2017, we could be living in [...]
Why Does Latino Digital Deserve Its Own Marketing Plan?
There’s a tendency in general market advertising to think of minority advertising as a way of ghettoizing an audience. But when it comes to the land of digital consumers, author Giovanni Rodriguez says the Latino segment is more of a high-end neighborhood. With roughly 10 percent of U.S. buying power, Latino marketing spend, he [...]
Five Latino Ads In 2011 That Made Us Stand Up And Cheer
Let’s take a look at our top five favorite Hispanic ads from 2011, the year of Latino Marketing. Powerade “Chicharito” Early in the year, controversy over BBC auto show Top Gear, which runs in the U.S. on cable network BBC America, ensued when hosts made disparaging remarks towards Mexicans during a review of a Mexican [...]
Hispanics Spending More Money Online Than Non-Hispanics
Some misconceptions persist that Latinos don’t shop online, but new data from Terra and comScore suggests that Latinos are not only buying online, but they are also spending more per transaction than non-Hispanics. Data shows that Hispanics out-spent non-Hispanics $103.19 to $90.82, respectively. But how to get Hispanics to shop with your brand? According [...]
The Case For Celebrity Endorsement To Reach Latinos Online
Marketers looking to reach the coveted Digital Latino would do well to consider using relevant celebrity endorsers in their ad campaigns. According to a new study by Pew Internet & American Life, Latinos are more likely to follow celebrities on social media like Twitter and Facebook than non-Latinos. 11% of Latinos say that reading comments [...]
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