Tweet The following post is an excerpt from my forthcoming book: A Five Step Process to Digital Marketing PepsiCo launched PepsiCo10, an incubator program in Brazil, UK and the US to take a leadership position in identifying innovative digital start-ups and pairing them with its brands to execute marketing programs. With the accelerated pace of digital media, this offers PepsiCo the opportunity to understand what new trends are happening in mobile marketing. The company hopes that the initiative will drive growth while offering these start-ups

Tweet How many photos does a National Geographic photographer need to take in order to capture just the perfect image in their magazine? On average, about 1000. In other words, it takes a lot of trial and error, editing, and experimentation to get to perfection…about one in a thousand attempts for National Geographic. When writing my book – Latino Link – I brainstormed and evaluated hundreds of title and subtitle ideas, in order to encapsulate the ideas in my book as succinctly as possible. How

Tweet Recently, I read two books on innovation with two entirely different approaches. The first, Change by Design, was a disappointment even though it is the better known of the two. It actively sells the concept of innovative design. The second, The Victorian Internet, provides greater insights into the process of innovation and the pitfalls of new technologies through a historical context. It tells “the remarkable story of the telegraph and the nineteenth century’s on-line pioneers.” You would think that the book written by the

Tweet Following is a preview of Latino Link: Building brands online with Hispanic communities and content 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 as of January, 2010 became a co-director of

Tweet This article originally appeared on MediaPost’s Engage:Hispanics blog. Where will many Hispanics and other Spanish-speakers around the world first experience the Internet? Interestingly, because they lag behind the general population for Internet access, many will first go online via their cell phones. In fact, they significantly over-index when consuming mobile content. According to comScore m:metrics, 71% of Hispanics consume content on cell phones compared to the market average of 48%. In addition, Hispanics tend to notice and respond well to ads on cell phones.

Tweet During my week in Madrid, I visited Gumersindo Lafuente, the founder and director of a brilliant Spanish-language site called SoiTu.es (or roughly “I am you” in English). Even while it provides up-to-date news and tons of helpful/interesting blurbs and links to other sites, it really excels as what I would call a “user-generated content portal” with content written by both their editors and a growing pool of volunteer writers who submit stories or comment. Note: the readers are truly engaged in participating in and