Marketing Trends in a New Multicultural Society

Good points Felipe. I am yet to see these google s...

2012-05-31T21:31:21.434-07:00

Good points Felipe. I am yet to see these google surveys live but am interested to see how advertisers react. I feel that many will take advantage of it as the setup is quite simple and may speed up the survey process. We shall see.

Congratulations! This looks awesome. I recommend a...

2012-03-22T12:00:36.624-07:00

Congratulations! This looks awesome. I recommend any college student to seek additional specialization in Hispanic planning for marketing, as a complement to their basic, general knowledge in the arts, humanities and sciences.

Tony D'Andrea, PhD

Not the advertising firms...it's the advertisi...

2012-02-24T23:01:22.245-08:00

Not the advertising firms...it's the advertising buyers. Advertising to Latinos is still in its experimental early stages. No one knows what to pay for because no clearcut industry leaders have emerged to price the high-end. Thus, folks looking to advertise to Latinos just go with the same shops they've gone to in the past for everything else.

Marketing to Hispanics makes us actually consider ...

2011-12-09T11:27:24.608-08:00

Marketing to Hispanics makes us actually consider culture, whereas in marketing in general, it doesn't seem like culture is considered. This is probably because when marketing to the general population in the U.S., marketers live the culture of the people they're trying to target, so maybe it seems to them that the marketing should come naturally. As I've been learning though, this is not always the case. Hispanic marketing shines a light on this point, that we must consider the values and insights of culture before marketing to anyone.

I agree that "culture" plays a critical ...

2011-12-01T12:00:25.024-08:00

I agree that "culture" plays a critical role. What's key though is understanding the target audience well enough to 1) know when to dial up or down "culture" in the marketing efforts and 2) know what "culture" to focus in on.

For example - for some categories, urban cultural cues may be the unifying elements that engages a community (be they Hispanic, Asian, etc.), while for other categories, ethnic cues (values, icons, etc.) may be more relevant in terms of connecting with a group.

I agree that there are some common denominators; I...

2011-11-20T16:46:30.787-08:00

I agree that there are some common denominators; I just don't think companies take the time, effort, or money needed to uncover these and instead fall short with something the ends up being stereotypical.
Also, I think it is more than Hispanics being Early Adoptors in reference to technology and social media. They are influencers, especially the younger generations, in more areas than just the social media and technology.

Two factors that I feel are unique to Hispanics fr...

2011-11-15T19:37:07.814-08:00

Two factors that I feel are unique to Hispanics from a marketing perspective:

-They're quick adopters of social media.
-They're the fastest adopters of smart phone technology in the US.

They're one of the most social, most mobile-connected minority markets in the US.

This is a great infographic dealing with how Latinos are winning in social media via Latino Branding Power:

http://latinobrandingpower.com/wp-content/uploads/2011/11/SocialMediaInfoGraphic_Final.jpg

Also agree with Danny and Madisen. Culture goes farther than a language!

I think that marketing "in culture" is a...

2011-11-15T12:50:08.076-08:00

I think that marketing "in culture" is a unique aspect of marketing to Latinos. We share a culture to varying degrees and there are some common denominators that can become important emotional handles.

Agreed. There are many different Spanish speaking ...

2011-11-14T13:39:59.953-08:00

Agreed. There are many different Spanish speaking Countries that are all different from eachother. I think companies try to group all of them into one campaign based on a superficial commonality and it comes out looking stereotypical. I think this is why they look at advertisements skeptically and don't feel like they are truly understood.
With that said, the campaigns that actually find a significant cultural common ground without stereotyping are highly successful in my opinion.

just because we all speak spanish does not make us...

2011-11-14T08:41:51.614-08:00

just because we all speak spanish does not make us the same...period.

Thank you, Felipe. How refreshing is to see data o...

2011-07-31T11:06:50.583-07:00

Thank you, Felipe. How refreshing is to see data on the technological aspiration of Senior Latinos.

In marketing strategy, their presence online is one additional media touch point. Yet, the visibility of Senior Latinos in marketing depends on their demographic size and consumption power/patterns.

Certainly, the centenarian trend among Latinos is to be watched, particularly as they live healthier lifestyles (Mediterranean diets, social circles, good humor).

See, for example, Copacabana in Rio which has the largest concentration of centenarians in Latin America...

Felipe, Great post. Those question that you ask ar...

2011-04-26T11:35:29.421-07:00

Felipe,
Great post. Those question that you ask are critical to include in market research going forward.

What's most interesting is how Hispanics have and will continue to "leapfrog" other ethnic groups win adopting mobile technology. You can even see historical evidence of that in other regions around the world, like India for example, where oftentimes very poor consumers adopt cell phone technology very quickly. Or when Eastern Europe first opened up after the fall of communism, the landline and cell phone systems jumped ahead of markets like the US because they immediately adopted the latest technology. History will repeat itself in the Hispanic market as well.

See you at Hispanic Reach!!

Fascinating research! Do you have information abou...

2011-04-13T06:47:50.004-07:00

Fascinating research! Do you have information about the age of the innovators, and the ages of their audiences? I'm interested in reaching older Hispanics with relevant and compelling messages about cancer prevention, screening and assessing treatment options such as clinical trials.

Very good research and thank you for sharing. We w...

2011-04-11T13:16:38.101-07:00

Very good research and thank you for sharing. We will miss you at this year's Business & Entrepreneurship Summit. Best, Eduardo Gonzalez Loumiet

Hello Dr. Korzenny, Interesting comment from an &...

2011-01-24T15:15:52.720-08:00

Hello Dr. Korzenny,

Interesting comment from an "outsider's" perspective. I've been working as a freelance translator since 2004, upon my arrival to the U.S. Since then I have not only learned the intricacies of my profession, but also of the industry. I try to keep up-to-date with all the new technologies that constantly emerge in my industry, being MT (Machine Translation) one of them. The only thing Google has done is integrating and automating the work of thousands of translators. To tell you the truth, it might seem pretty good, but at the expense of using our knowledge and hours of work for free through crowd-sourcing and techniques of the sort. If something has not been translated before or is not in the database, the computer will not be able to provide an accurate translation.
Just like yourself, I'm a strong believer in the fact that a proper translation cannot be performed without a minimal knowledge of the particular culture and/or target market.
If you are interested in this subject, please feel free to contact me. Looking forward to good conversation about this topic.

Silvina

Very interestng insight on why Hispanics use socia...

2010-12-01T03:26:48.549-08:00

Very interestng insight on why Hispanics use social networks. Do you think that Hispanics in general prefer Hispanic oriented social networks like quepasa, migente, el hood, qoobole etc? What about Hispanics that are in mixed relationships ore are 1st, 2nd and beyond generations? Does facebook fill this need or is there a gap in social networks for this group? Thanks David

Really good post. Personally, I think it is criti...

2010-10-30T10:20:12.859-07:00

Really good post. Personally, I think it is critically to have a person of the segment in a decision making role. Granted everyone on the multicultural team does not need to be of the segment, but it makes a difference.

Felipe - This is a good post. As social media beco...

2010-10-25T15:16:06.699-07:00

Felipe - This is a good post. As social media becomes a key entry point for consumers, interactive media may very well grow in importance among societies that Geert Hofstede would define as "collectivistic," in his study "Cultural Dimensions for International Business." Facebook/MySpace exploded in popularity in Latin America and among US Hispanics when those sites launched their versions in Spanish. If shopping online becomes more social in nature, that would be a great way to grow the business in "collectivistic" cultures.

I believe that Hispanics are technology leaders he...

2010-09-07T01:19:14.493-07:00

I believe that Hispanics are technology leaders here in the US, especially in online media because we are quick to adopt new technology and we found a place to build communities, Being Latino on Facebook is one example. I'm alos seeing a rise in Latina mommy bloggers or "mami blogueras" where their blogs are useful resources for companies.

¡Gracias, Dr. Korzenny! :) There is no question ...

2010-08-01T08:20:52.886-07:00

¡Gracias, Dr. Korzenny! :) There is no question these numbers will create a tremendous wave throughout the marketing community. I think the question is, are we, as USHispanic/Multicultural marketers, ready to capitalize on the actual data from the upcoming Census and concurrent USHispanic reports on Digital usage, language preference, etc., to actually move forward with bold innovations/solutions rather than maintaining the same marketing solutions of the last ten-plus years? A cha-ching-cha-change is a-comin'...

Thanks for sharing your insights of electronic tra...

2010-06-30T08:00:41.028-07:00

Thanks for sharing your insights of electronic translators. This post is helpful. Barbara from Iowa

Great point Dr. Korzenny, culture is an important ...

2010-06-03T13:56:09.709-07:00

Great point Dr. Korzenny, culture is an important factor when building campaigns to communicate an intended target market. Companies need to sped the time to do in depth research on their target market before they spend thousands or millions on campaign that might negatively affect their reputation. Consumer behavior and buying power should also be taken into consideration with cultural study as well.

Dr. Korzenny, I have begun course ADV 3410 as a st...

2010-05-24T17:04:30.103-07:00

Dr. Korzenny, I have begun course ADV 3410 as a student in in F.S.U.'s Panama City campus, and I've begun reading your electronic textbook. I'm sure that I will enjoy reading your insights on this website and in the virtual textbook.
Brian

There is no difference, of course, in the same way...

2010-03-27T08:17:39.545-07:00

There is no difference, of course, in the same way that a partiture can apply to many instruments. Nevertheless, there are nuts and bolts differences in langugage, imagery, messaging, key points... by the same token, there are no "Americans" and a message that will persuade say, a 25 year old clerk in a gas station in Iowa will not persuade a 25-year old clerk in a gas station in the Bronx... never mind a 25-year old recent MBA Graduate in Huntington Beach.

We are beyond the issue of marketing, I think, and entering an era of massive micro-marketing

All of what you write is so very true. It still su...

2010-03-25T15:37:35.298-07:00

All of what you write is so very true. It still surprises me how many "old-school" marketing managers find a way to avoid targeting the Hispanic market. This is a huge untapped resource for all companies. Their newest generation, "Generation Equis," will hopefully be discovered and marketed to once the newest census data is available. Of course, forward thinking companies will be marketing to them before that!