Financial services have started to reach out more and more to Hispanics in the US. To examine the “invested” and “banked” from October 2008 through April 2009, Knowledge Networks conducted a further survey of 28,754 nationally representative general population online interviews, of which 2,511 were among Hispanics, on the topic of financial services. For all [...]
Monthly Archives: July 2009
The current trend of eating healthy, organically-grown food is a very positive thing not only for the good it’s doing to the environment but also to the fact that organically grown food many times tastes much better (we’re not food critics at Joinville but we do enjoy a good meal). The Organic Trade Association (OTA) [...]
We’ve written about the importance of word-of-mouth communication in multicultural marketing before and it seems that the overall interest in this channel is increasing. PQ Media this week says that word-of-mouth marketing spend hit $1.54 billion last year. While most traditional channels saw spending slow, outlays behind w-o-m tactics including buzz, influencer, community and viral [...]
Famous Multicultural Marketing Blunders 1. Scandinavian vacuum manufacturer Electrolux used the following in an American campaign: “Nothing sucks like an Electrolux.” 2. Coors put its slogan, “Turn It Loose,” into Spanish where its translation was read as “Suffer From Diarrhea.” 3. Clairol introduced the “Mist Stick”, a curling iron, into German only to find out [...]
In case you missed it – Advertising Age released it’s annual Hispanic Fact Pack 2009 Edition this week.
David Henry from TeleNoticias, is interviewed on PRSA about the mistakes that marketers make in trying to reach Hispanic audiences, the need to build a Hispanic audience through mobile communications and the importance of targeting Spanish-language media outlets. Read the full piece here.
While most cable operators offer some form of ethnically-targeted tier of linear networks and content, they are increasingly turning to video on demand to attract and retain multicultural subscribers. Using a mix of fee-based and free on-demand content, Comcast, Cox Communications and Time Warner Cable are targeting language-specific and ethically tinged VOD packages to a [...]
How can you grow e-commerce by targeting the 25 million Hispanics online? MediaPost looks at a case study comparing two major retailers (Home Depot and Best Buy) and how they managed their “U.S. Hispanic” sites. Read the comparison here.
The latest report from the Pew Research Center’s Internet & American Life Project finds that African-Americans are the most active mobile Internet users, with nearly half (48%) having at one time accessed the Web on a handheld device. And almost one-third (29%) typically use their cell phones to go online each day. Both figures are [...]
Written by Ashna Shah and Edited by Charlotte Blumenfeld Attention: Brand managers! From: a multi-influential consumer Hello! I am Indian. Asian-Indian, not Native American-Indian. The two can be confusing to those of you not paying attention. So pay attention. I am a woman. I am in your stores, clocking through your websites, watching your commercials. [...]
Ramadan 2009, the month of fasting for Muslims around the world, is coming up and with it many first-time ethnic marketing campaigns for companies trying out their luck in selling to multicultural segments. As the month of fasting is followed by 3-4 days of festivities (called Eid) where people consume, reconnect and buy lots of [...]
U.S. Hispanic consumers are more optimistic about their financial future than non-Latinos, but the recession is sharply eroding Hispanics’ traditional brand loyalty and fondness for advertising. Just 31% of Hispanics surveyed this year said that “Advertisements help me decide what to buy,” a 16% drop from the number of respondents who agreed with that statement [...]
The concept of integrating into a new culture seems to be one of the more interesting fields of study for sociologists across the world as immigration changes societies and countries. LA Times published a study from Journal of Primary Prevention on raising children in the US where teenagers of Latino families new to the United [...]
The latest Consumer Dynamics study from Acxiom, entitled “Getting Into the Market Share Race With the Emerging Hispburbanite Market,” taps into the explosive Hispanic growth centered in 10 markets: – Charlotte, NC – Nashville-Davidson, TN – Raleigh, NC – Memphis, TN – Greensboro, NC – Little Rock, AR – Indianapolis, IN – Birmingham, AL – [...]
Lauren Romero from Wave discusses on Engage: Hispanics the process of categorizing US Hispanics after their level of acculturation of the US culture while at the same time staying (or not) in the Hispanic. Lauren argues that “…every bi-cultural (not necessarily bilingual) Latino in this country knows that the “acculturation” approach to Latino consumer segmentation [...]
Islamic Banking is growing at a rate of 10-15% per year and with signs of consistent future growth. Islamic banks have more than 300 institutions spread over 51 countries, plus an additional 250 mutual funds that comply with the Islamic principles. The relative stability of Islamic banking institutions in current recession has gained it attention. [...]
The reports from comScore on online stats and trends will from now on be even more interesting as starting with the new report in early August, the US Hispanic audience will be reported alongside the US general market dataset. Depending on the month, the US Hispanic panel consists of 25,000 to 30,000 individuals, and the [...]
Cynthia Nelson from Todobebe.com sums up some valuable recommendations on building Hispanic mom brand evangelists. Topline summary: Step One — go fish where the fish are. The ability to quickly identify and leverage consumers who are already listening to you and are engaged in your brand is vital to starting up the conversation. Step Two [...]
We recently covered that 65 percent of the internet audience uses some form of social network, which is a trend that doesn’t seem to slow down. But for the multicultural internet audience, where do they go and what social media sites are preferred by which group? Using Quantcast traffic measurement tools for US internet visitors, [...]
Of the 1.1 billion people age 15 and older worldwide who accessed the Internet from a home or work location in May 2009, 734.2 million visited at least one social networking site during the month, representing a penetration of 65 percent of the worldwide Internet audience. The Russian social networking audience had the highest engagement [...]