March 30, 2011
Clicko de Mayo Digital Marketing Advertising
General-market’s top media buying and planning agencies are adding yet another event to their already cramped Upfront agenda in May. This time they will have to make room for a Cinco de Mayo digital feast, or rather “Clicko-de-Mayo” celebration, organized by the New York City-based Interactive Advertising Bureau (IAB) on May 5th, 2011.
The one-day event, which was to be held originally at the IAB offices in New York but grew so quickly to make organizers search for a bigger venue, seeks to lure general-market buyers and planners to the Hispanic digital opportunity, something that became more urgent after last week’s 2010 Census figures were released, showing Hispanics not only as the nation’s largest –and youngest- minority (representing over 50.4 million people in 2010) but also the fastest-growing.
“We are going to debunk many myths, and make sure general market agencies follow the Hispanic audience,” Seneca Mudd, IAB’s Director for Industry Initiatives told Portada. “This is no longer a niche issue; this is a general-market issue,” said Mudd, a former Yahoo executive about the upcoming event, whose agenda has not yet been released to the public. The IAB is the trade association for digital communications, a sector estimated at over $25 billion.
Sponsored by Telemundo, Terra, ImpreMedia and Univision, the appropriately labeled Clicko-de-Mayo event is expected to gather in one place some of the biggest names in media buying and planning, as well as CMO’s of Fortune 100 companies in the categories of consumer packaged goods, automotive, electronics, travel, tourism and retail. These agencies, explains Mudd, traditionally put their multicultural strategy and budgets in a corner, but “this doesn’t make sense any more,” says Mudd, an MBA graduate from the Harvard Business School.
“We know the AHAA agencies very well,” says Mudd, who is fluent in Spanish. “So our goal this time is to reach Madison Avenue and educate them on the U.S. Hispanic market opportunity.” Although the names and agencies attending the event are being kept confidential, Mudd assured Portada they include representatives from the nation’s leading agencies.
Though Hispanic --and digital spend overall-- still don’t match the time spent by consumers in media, Mudd sees some major trends in the digital advertising space: Geo location-based marketing, where marketers offer consumers a special product or service offer based on their location; an increase in short-messaging (text, Twitter, etc. as users move away from traditional email) and the so-called cross-screen interaction, which allows marketers to send messages to consumers across multiple screens with the same time window.
Asked about the main message he hopes to send during Clicko-de-Mayo, Mudd didn’t hesitate to state: “The Hispanic consumer has a greater appetite and a larger wallet than you might think... and it is one market you’ll ignore at your own peril.”
Posted by Ahorre at 07:22 AM
May 18, 2010
Disfruta Nuestro Ritmo Chicago White Sox Beisbol
1-800-BEISBOL - The San Jose Group have launched the new 2010 baseball season Hispanic advertising campaign for The White Sox.
This year’s campaign is called Ritmo and focuses on the experience of attending a White Sox game and the rhythm of baseball. The campaign consists in radio & TV spots, support by print ads that show the instruments, melodies and songs of the ballpark, and online banner ads.
The tagline for all creative elements is “Chicago White Sox. Disfruta Nuestro Ritmo.” Advertising executions will be supported by Hispanic-specific events in the community and stadium throughout the 2010 season.
Posted by Ahorre at 06:47 AM
January 08, 2010
SEO Spanish SEM Tips Spanish SEO Spanish Optimization SEM Spanish Marketing
SEO Spanish SEM Tips Spanish SEO Spanish Optimization SEM Spanish Marketing
Small Business - Most Spanish versions of web sites are created in order to build prospective customers from the "U.S. Hispanic Online Market", you have understood the upside potential of revenues. Understanding how to localize your target audience is one of the tips for making Spanish SEO quick and correct that can raise the effectiveness of your website and generate even more revenue for your company.
Globalization - Geo-Location-Specific Terms and Keywords Once you have done the research and chosen the right SEO key words that will effectively market your company to one of the many sub-markets within the larger Hispanic online market, you are ready to take your SEO boost to the next level. By adding location-specific key words to your existing SEO content, you will be able to reach out to your target market more effectively in every geographic region.If your small business website is looking to draw in online business from the U.S. Hispanic community, choose common phrases used in U.S. Hispanic sub-markets relevant to your product or service. For examplee, if you're selling promotional t-shirts, you should broaden your SEO content with location-specific key words as "New York promotional t-shirts" or, "Las Vegas promotional t-shirts"
Target Audience Localization - Once you know the sub-market your small business would like to target within the broader online Hispanic market, another one of the simplest tips for making Spanish SEO quick and correct is to localize for your intended audience. Find out the names of the neighborhoods where your target audience lives and add them to your SEO key words. Find out the local hotspots for your target audience and include those as well. The more specific and relevant you can make your SEO key words, the better chance you have of your small business website popping up in the search engine results. Adding a localized key word is a quick way to enhance your SEO content and make it more effective.
Do You Really Need a New Website?
- Some of the tips for making Spanish SEO quick and correct will not do you much good if your small business web site does not appeal to the online Hispanic market you are trying to reach. There are times when your regional web site (Spanish or Portuguese) will be more effective if it is separate from your main site, yet still linked to it. However, at other times your small business web site will be more effective if you simply have two language versions of your web site (English and Spanish and/or Portuguese).
If your target audience speaks primarily one language, such as the South American Hispanic online market, then you would be wise to create a regional website that is geared entirely toward this community. You may still link this site to your main company website, in case English speaking customers wish to link to it. If, however, you are targeting a Hispanic market that is comprised of men and women who speak both English and another language (Spanish and/or Portuguese), you would be wise to create two versions of your website, in order to reach your intended market in its entirety.
SEO Spanish SEM Tips - Spanish SEO Spanish Optimization SEM Spanish Marketing
Posted by Ahorre at 08:14 AM
December 22, 2009
Hispanic Marketing Online Courses
Online Course on Hispanic Marketing from Florida State University Starting, January 6, 2010.
Are you a professional in the fields of marketing, advertising, media and/or research? Are you interested in learning more about the Hispanic market cultural insights, lifestyles, and best practices? Would you enjoy networking with and learn from other professionals in the industry? Are you a student looking forward to a career that involves the largest minority in the United States?
An online course in Hispanic Marketing Communication will be offered again this Spring semester by the Florida State University Center for Hispanic Marketing Communication. The Center, headed by Dr. Felipe Korzenny, is pioneering education in Hispanic Marketing and is the only one of its kind in the United States.
The online course is available to anyone interested and is particularly recommended for professionals currently addressing the Hispanic market, or those who would like to start a Hispanic marketing initiative. The online course is also available to Florida State University students and students at other institutions.
The Spring session has a duration of 15 weeks (classes begin January 6 and end April 30, 2010) and includes topics such as cultural identity and its impact on consumer behavior, language use, Hispanic cultural insights for marketing, and case studies relating to Hispanic marketing. The course will also address research and marketing strategies.
A certificate of completion will be issued to all non-degree seeking students who satisfactorily complete the course, and eligible students can receive three hours of undergraduate/continuing education credit.
For application information, contact Jennifer Boss at inquiries@campus.fsu.edu
Posted by Ahorre at 02:03 PM
May 30, 2005
Do-It-Yourself Marketing Economy
Latino Podcast - Douglas Kersten The Amazing Rise of the Do-It-Yourself Economy
Have you ever heard of blogging? Of course you have, you are reading a blog. Have you ever heard of podcasting? If not you soon will. What do they have in common? They are Do-It-Yourself media. Blogging is for text and podcasting is for audio/video. The trend for do-it-yourself is spreading like wildfire and anytime you see something spreading so quickly it means one thing....opportunity. The blooming of the DIY business venture. Ebay and Amazon started it and the speed at which it is growing is amazing. It is even spreading to the manufacturing world, which is what the article below talks about. I think it is a relatively safe prediction that you will see this happening in many other industries and sectors. Now that you know, keep an eye out for it because opportunity is definitely there. Doug Kersten
The Amazing Rise of the Do-It-Yourself Economy
By Daniel Roth
It used to be that a tinkerers, hope to sell ideas to a big company. But a number of factors are coming together to empower amateurs in a way never before possible, blurring the lines between those who make and those who take. Unlike the dot-com fortune hunters of the late 1990s, these do-it-yourselfers aren't deluding themselves with oversized visions of what they might achieve. Instead, they're simply finding a way—in this mass-produced, Wal-Mart world—to take power back, prove that they can make the products that they want to consume, have fun doing so, and, just maybe, make a few dollars. "What's happened is a tremendous change in awareness," says Eric von Hippel, a professor at the MIT Sloan School of Management and author of the recent Democratizing Innovation. "Conventional wisdom is so strong [in business] about find-a-need-and-fill-it: 'We're the manufacturers; we design products; we ask users what they need; we do it.' That has begun to crack."
Numerous currents have converged to produce this reaction. Bloggers, those do-it-yourself journalists, showed big media that the barriers to entry (like owning a printing press, say) didn't much matter. Podcasters took radio into their own hands, creating audio shows and putting them online. Amateur music producers, using software that was once the province only of major labels, invented mash-ups: combining songs into totally new ones, then giving them away or selling them.
"Before, only the rich had access to tools and so only the rich were professionals, and the rest were amateurs," says Noah Glass, the co-founder of Odeo, which offers a free service for making, hosting, and distributing podcasts. "But now, as the creation tools have become easier to use and more freely distributed through open source, through the Internet, through awareness, more people have access.
Posted by Ahorre at 10:44 AM