“The material in Latino Link is so relevant, that as I read each chapter, I instantly related to the issues. Every e-commerce leader marketing to Latinos should read this book.”
– Oscar Castro, Director/General Manager of International eCommerce at Sears Holdings
“Latino Link is a timely resource that many business owners and marketing agencies will want to have on hand. I would recommend this book to anyone who is thinking about marketing to Spanish speakers. The case studies he provides are invaluable.”
– Review in MultiLingual Magazine by Madalena Sanchez Zampaulo
This is a very topical and well-written book on Latino markets backed up with stats and great case studies. I highly recommended it for managers and business students who want to understand the online consumer behavior of Latinos in the U.S. and abroad. Joe Kutchera is a great speaker with abundance of relevant case studies and deep insights of Latino markets.
– Dr. Jukka Laitamaki, New York University
An amazing convergence is happening in marketing today: the growth of the U.S. Hispanic population and the growth of digital media. Hispanics increasingly use the Internet to keep in touch with family and friends. They search for product information. They compare prices, print coupons and shop online.
Is your brand ready?
Joe Kutchera outlines the issues that your company needs to understand in order to successfully cater to Hispanic consumers online including shopping behavior, social networks, translation, localization, and mobile platforms. In addition, the author illustrates how marketers can grow their businesses virtually to reach Spanish-speakers in Latin America.
Case studies in the book detail the experiences of Best Buy, American Family Insurance, H&R Block, Ford Motor Company, Lexicon Marketing, and Monster. Each chapter concludes with a succinct overview of Lessons Learned.
Introduction – The New Americans: Bilingual, Interactive, Global
1. Soccer without Borders: In an Absolut World
Case Study: Lexicon Marketing – Building a Branded Social Network for U.S. Hispanics
2. Findability in Spanish
Case Study: H&R Block – Angela Malloy
3. Unifiers on the Web: Language, Culture, and Shopping
Case Study: Best Buy en español – Ana Grace
4. Billions in Spending from “The Invisible Shopper”
Featured Contribution: U.S. Hispanics: A Proxy for Understanding the Mexican e-Commerce Market – Forrester Research
5. Lessons in Social media
Featured Contribution: Explaining Why U.S. Latinos Use Social Networking Sites – Dr. Felipe Korzeny
6. Organize your team and align its goals
Case Study: Monster – Managing a global brand en Español – John Hyland
7. Which “Flavor” of Spanish for the Worldwide Web?
Case Study: American Family Insurance – Developing an Online Latino Identity at AmFamLatino.com – Jose Rivera
8. Localizing your website for Latinos
Featured contribution: You can’t find treasure without a map – Pedro Mujica
9. Targeting Latina Moms Online
Case Study: Ford’s Tu Voz en Tu Vida
10. Reaching Latinos with Content, Advertising, and Search Engine Strategies
11. The Future Today: Mobile Platforms en Español
Case Study: Promoting American Family Insurance with Mobile Marketing – Jose Rivera
Appendix with survey research
About the Author
ISBN 9780981986982, 216 pages, paperback September 2010