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: October 23rd, 2009 | Author: Joe Kutchera | Filed under: Hispanics, Innovation, International, Latam | No Comments »
This article originally appeared on MediaPost.
“Multicultural marketing is at the core of Western Union’s business,” said Gail Galuppo, EVP and CMO of Western Union at the ANA’s Multicultural conference recently. She shared with the attendees how Western Union launched their new “Yes!” campaign in 22 languages across 200 countries with the goal of making a more emotional connection with their consumers. Ms. Galuppo says that “Yes! is a culture, especially among immigrants who hear a lot of “No.”
Who is their target audience? It is the 200 million international immigrants from markets like Haiti, where remittance services represent 40% of GDP, or Mexico and India where transfers from the U.S. represent 3-8% of the local economy. In total, remittance services were a $368 billion dollars globally in 2008, growing 3x the rate of the global economy.
Read the rest of this entry »
Posted: September 25th, 2009 | Author: Joe Kutchera | Filed under: Hispanics, International, Latam | No Comments »
This post originally appeared on MediaPost’s Engage:Hispanics column.
How much do Mexicans spend annually on trips into the U.S.? Forty billion dollars annually, according to Jennifer Stefano, CEO of Border Billboard, who spoke at the Hispanic Retail 360 conference recently, citing a number of Scarborough and chamber of commerce studies.Do retailers credit this revenue toward a U.S. Hispanic audience or a foreign, Latino (Spanish-speaking) consumer? Either way, the 206 million people (Bureau of Transportation, 2008) that cross the border from Mexico into the U.S. every year increasingly represent a critical piece of revenue for retailers in California, Arizona, New Mexico and Texas.
Read the rest of this entry »
Posted: September 3rd, 2009 | Author: Joe Kutchera | Filed under: Hispanics, International, Latam | No Comments »
With computer prices falling, Internet users skyrocketing and no borders on the Internet, how can marketers turn their international Spanish-language web site visitors into revenues? That is the question that Juan Tornoe and I will answer in our panel discussion at SXSW Interactive in 2010. Please submit your feedback, suggestions and vote for the panel here on SXSW’s panel picker:
Some of the questions that we will answer include:
1. How do consumers cross geo-political boundaries to find, read about and buy what they want?
2. How can marketers understand those trends and then formally create products for international markets?
3. Why did The Home Depot shut down its Spanish-language site for U.S. Hispanics only 4 months after launching it?
4. In contrast, why did Best Buy embrace their visitors from Mexico and Latin America on their Spanish-language e-commerce site for U.S. Hispanics?
5. When will Mandarin, Spanish, and Portuguese bypass English as the top languages online?
Posted: August 25th, 2009 | Author: Joe Kutchera | Filed under: Hispanics, International | 1 Comment »
Christine Webster-Moore, the VP of Business Initiatives at Best Buy, recently outlined three goals for how Best Buy wants to increase their sales among Hispanics and Latin Americans at the Hispanic Retail 360 conference:
1) We need to be more fluid in how we invite Spanish-language users to our web site including US Hispanics, Mexicans and visitors in our border stores.
2) We need to provide more creative ways to have our customers buy. We need to experiment more with programs like Flexicompras, our store within a store that provides lease to own solutions for poor or no-credit consumers. In the markets where Best Buy offered this service, their market share increased by 3-5%.
3) We need to go deeper into mobile and social media.
Read the rest of this entry »
![Reblog this post [with Zemanta]](http://img.zemanta.com/reblog_e.png?x-id=3a1e8aee-71e2-4542-80ad-7a2df42e748e)
