Posted: February 27th, 2010 | Author: Joe Kutchera | Filed under: Hispanics, Interactive Marketing, International, Latam | 2 Comments »
This article originally appeared on MediaPost.
The new report from the Pew Hispanic Trust — Latinos Online — shows that 64% of all U.S. Hispanics use the Internet and that foreign-born Latinos have crossed the tipping point with 52% online. As the Hispanic audience grows, they seek new content and increasingly find and regularly visit foreign web sites.
Why is this happening?
“Search engines and social networking are making it easier for [U.S. Hispanic] consumers to find and consume content outside of their home country,” says Rafael Urbina, the CEO of Batanga. “As a result, country-specific brands, such as newspaper domains, are generating a significant portion of their traffic outside of their home market.”
Read the rest of this entry »
Posted: February 25th, 2010 | Author: Joe Kutchera | Filed under: Hispanics, Interactive Marketing, International | No Comments »
This article originally appeared on MediaPost.
After reading Felipe Korzenny’s and Lee Vann’s column about Hispanics’ adoption of social media relative to other ethnic demographics, a question came to mind: how will social networks affect the acculturation process among Hispanics? The ability to keep in touch with family and friends from countries-of-origin via email, Skype and online newspapers back home makes it easier than ever. Travel costs are at historic lows. And computer and mobile phone prices fall every year.
Combine these questions with the fact that more communities like Miami and McAllen, Texas, are reaching the tipping point of having a majority of Spanish speakers, and the question about how online media affects acculturation deserves some consideration. Six experts discuss this issue, after which you are invited to leave your comments, links to research and additional questions below.
Read the rest of this entry »
Posted: January 5th, 2010 | Author: Joe Kutchera | Filed under: Interactive Marketing, International, Latam | 1 Comment »
The following is a preview to the forthcoming book – The Spanish Net: How to reach and segment the 136 million Spanish-speakers online – from Paramount Books.
Many U.S. Hispanic publishers and e-commerce sites find that when they launch a site in Spanish targeting U.S. Hispanics many Latin Americans find their site for a number of reasons:
1) Their site has been optimized for search and so other Spanish-speakers find the site
2) 136 million consumers read in Spanish online, most of whom live outside of the U.S.
3) Sites in the U.S. and Spain typically feature better-produced content than in Latin America
4) Since there isn’t enough content in Latin America, Internet users find foreign sites in Spanish via search
5) Many U.S. Hispanic sites don’t have a landing page for users outside of the U.S.
6) It really is the World Wide Web
Interestingly, publishers in Spain can teach U.S. Hispanic publishers and e-commerce companies about how to best manage cross-border content consumption and grow audiences internationally. During a recent visit to Spain, I learned what a number of Spain’s interactive publishing leaders had to say.
Read the rest of this entry »
Posted: December 23rd, 2009 | Author: Joe Kutchera | Filed under: Blogging, Interactive Marketing, Interactive training | No Comments »
After reading Max Kalehoff’s column on MediaPost “Are Social-Media Experts Snake-Oil Salesmen?” (playing off of Business Week’s article “Beware Social Media Snake Oil”) you may wonder where the hype ends and the reality begins for social media marketing.
A few weeks back, I had the chance to see Sally Falkow of Proactive Report present “Social Media: Moving Beyond Trial and Error” at the University of Chicago’s Gleacher Center. Of all of the self-proclaimed “social media experts” (e.g. snake-oil salesmen), Sally brings seriousness to the social media PR business with her ten-step process, which you can see here below her presentation from SlideShare.
Read the rest of this entry »
Posted: November 30th, 2009 | Author: Joe Kutchera | Filed under: Hispanics, Interactive Marketing, International | 1 Comment »
This article originally appeared on MediaPost.
This fall, Coca-Cola launched an educational marketing initiative with the goal of helping Hispanics fulfill their dream of learning English. This is an important customer base as Hispanics represent one quarter of Coke’s domestic U.S. sales. To launch the program, Coke partnered with Lexicon Marketing, the developer and marketer of Inglés sin Barreras (English without Borders), the video-based English learning program in the U.S.
Reinaldo Padua, assistant vice president of Hispanic Marketing at Coca-Cola North America recently explained the two elements of the in-store and mobile promotion:
Read the rest of this entry »
