With brands executing more and more Hispanic content marketing campaigns, it is imperative to get qualified eyeballs on that branded content. Savvy content marketers employ a variety of digital tactics to promote their content including organic search, paid search, social media, influencer marketing and more recently native advertising. For the sake of this post, native advertising refers to paid distribution of content via native advertising networks such as Outbrain, Taboola, Nativo and Yahoo! Stream Ads.
Sandra Diaz's insight:
Brands can buy the cost effective [native advertising] traffic themselves rather than paying a premium to Hispanic publishers
The 2014 Nielsen Moviegoing Report shows that Hispanic moviegoers are 15% more likely than non-Hispanics to pay attention to movie ads on TV. That’s probably why they are also more likely to have more than one movie in mind when they arrive at the theater (34% vs. 20% non-Hispanic). So, how do you influence... Read more »
Corporate America is increasingly undertaking enterprise-level initiatives to move multicultural market considerations from a segment-driven consideration into their core business operations. Market realities are driving this trend: the growth of multicultural populations, their spending power and the projections they will drive a majority of market growth in many industries. A glimpse at the demographic profile of the coveted millennial population brings this market imperative into focus: Hispanics, African-Americans and Asians make up 41% of all millennials in the U.S.Marketing is often the
Sandra Diaz's insight:
My opinion is that the focus should be on defining if/how race and ethnicity impact the business issue one wants to address
Rather than targeting by ethnicity (ex: Hispanic), marketing messages should offer audiences the tools to define their own identities. Includes case study on YouTube's beauty influencer Michelle Phan
retailers like j.c. penney, target and macy's are vying for hispanic shoppers' dollars as the group's buying power is poised to hit $1.5 trillion.
Sandra Diaz's insight:
Target created a Hispanic-specific campaign, Macy's launched a targeted apparel line and J.C. Penney enhances mainstream plans with unique Hispanic ads.
Google+ has long been the black sheep of the Google family, and the broader social media community for that matter. Even Google itself has acknowledged the network's shortcomings, as former Googler Chris Messina candidly wrote how both he and Google had fudged up. Chris's word choice was a bit more colorful. And then there was the departure of Google+ creator, Vic Gundotra, in April 2014 - arguably the most ominous sign for the social network's future at the time. But while Google+ was undoubtedly mishandled early on, it does still possess promise for brands.
Sandra Diaz's insight:
Example on how focusing on Hispanics can help address the overall challenges of a brand/business
Brewer is a sponsor of the Pan Am Games in Toronto next month, and will install the fridge on site in hopes that people will interact with it, take selfies with it, and share those on social media
Sandra Diaz's insight:
Fun case study on multicultural marketing in Canada
Dascha Polanco (“Orange Is the New Black”), Raquel Welch, and Eugenio Derbez will be honored at the National Association of Latino Independent Producers’ awards ceremony June 27.
The top 500 U.S. advertisers increased Hispanic media spend by $3Bn or 63% since 2010 jumping from $4.3B to $7.1B vs. only a 3% increase in English media Ad
Sandra Diaz's insight:
Due to more companies advertising and higher investment levels, however 47% of Top 500 Advertisers are still on the Sidelines
SAN JOSE, Calif., May 29, 2015 /PRNewswire/ -- The
Sandra Diaz's insight:
"New American Mainstream" cover story reveals that CMOs have a long way to go to engage multicultural consumers in a structured and systematic way. "Big Four Sports Leagues" article also provides a good case study for multicultural engagement.
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Brands can buy the cost effective [native advertising] traffic themselves rather than paying a premium to Hispanic publishers