Joe Kutchera

This article originally appeared on MediaPost. The new report from the Pew Hispanic Trust — Latinos Online — shows that 64% of all U.S. Hispanics use the Internet and that foreign-born Latinos have crossed the tipping point with 52% online. As the Hispanic audience grows, they seek new content and increasingly find and regularly visit foreign web sites. Why is this happening? “Search engines and social networking are making it easier for [U.S. Hispanic] consumers to find and consume content outside of their home country,”

This article originally appeared on MediaPost. After reading Felipe Korzenny’s and Lee Vann’s column about Hispanics’ adoption of social media relative to other ethnic demographics, a question came to mind: how will social networks affect the acculturation process among Hispanics? The ability to keep in touch with family and friends from countries-of-origin via email, Skype and online newspapers back home makes it easier than ever. Travel costs are at historic lows. And computer and mobile phone prices fall every year. Combine these questions with the

The following is a preview to the forthcoming book – The Spanish Net: How to reach and segment the 136 million Spanish-speakers online – from Paramount Books. How can we develop great content online for the Spanish-language world in the years ahead? Much like the Madrid-based blog networks in my previous post, we can answer this question by looking to one of the leaders of publishing in Spain: Gumersindo Lafuente, who founded SoiTu.es, a truly innovative content portal, previously ran the newspaper site ElMundo.es and

This article originally appeared on MediaPost. This fall, Coca-Cola launched an educational marketing initiative with the goal of helping Hispanics fulfill their dream of learning English. This is an important customer base as Hispanics represent one quarter of Coke’s domestic U.S. sales. To launch the program, Coke partnered with Lexicon Marketing, the developer and marketer of Inglés sin Barreras (English without Borders), the video-based English learning program in the U.S. Reinaldo Padua, assistant vice president of Hispanic Marketing at Coca-Cola North America recently explained the

My friend Joshua Cody and I have been enjoying watching some of the videos on TED.com recently including this one from Rory Sutherland of Ogilvy, who argues that a change in perceived value can be just as satisfying as what we consider “real” value.  He goes on to show how advertising adds value to a product by changing our perception, rather than the product itself, and gives some humorous examples from history.  Take a look…

Scott Monty gave an insightful keynote presentation at the OMMA conference last week about how Ford uses social media to listen and respond to its customers.  Check out his presentation below and their Fiesta Movement social media site where 100 “agents” document their 6-month trial of a Ford Fiesta via Flickr, Twitter, blogs, etc. Zero to 60: Social Media Strategy via Ford [Keynote - OMMA Global 2009] View more presentations from Scott Monty.

Joe Crump, Group VP of Strategy and Planning at Razorfish, recently spoke at the IAB Mexico’s annual conference about his agency’s plans to expand into Latin America.  He shared a few digital success stories that can be brought to Latin America, most notably Obama’s digital marketing campaign and Terra, one of Razorfish’s clients.  You can download his presentation here. Why is Razorfish expanding in the region now? Latin America, he says, is stuck in an “old media” rut.  Online ad spending per user in Latin

We are pleased to announce the launch of dotGlobal, a new global e-commerce and media consultancy, focusing on growing g-commerce, or global e-commerce, and media revenues internationally. This blog will feature tips and research about the growth potential that this new market represents. Thank you to Erin Rauk, Matt Wilson, and Tim Brunelle at the Minneapolis Interactive Marketing Association for inviting me to their Localization & Internationalization breakfast this past Wednesday, where I announced the launch of the consultancy. It was a very well-organized event

Recently, I had the opportunity to lead a panel at Portada’s Latin Americal Pan-Regional Advertising Summit about new ways of reaching Latin Americans online. My fellow panelists Alex Banks of ComScore, Igal Rubinstein of S.com.mx, Vinicius Losacco of Warner Bros. Pictures, and Giacomo Bertaina of McCann Worldgroup delivered the following presentations followed by a discussion: Reaching Latin Americans Online View more OpenOffice presentations from Joe Kutchera. For those of you who haven’t signed up for SlideShare.net, take a look. Very useful way to share presentations.

Franklin Vargas, Director Latin American Marketing at Genius presented the pros and cons of the Panregional Media Buy from the perspective of a large IT company at Portada’s Panregional Advertising Summit in Miami. See his slide here that summarizes his conclusions. Even though he presented the pros and cons equally, many attendees did not like his presentation because it challenged the concept of pan-regional advertising, for which Miami is a hub. Pros: 1) Good fro massive reach 2) More strategy and brand control 3) More