Tweet This article originally appeared on MediaPost and is an early preview of Latino Link: Building brands online with Hispanic communities and content from Paramount Books. How can you grow e-commerce by targeting the 25 million Hispanics online? Let’s look at a case study comparing two major retailers and how they managed their “U.S. Hispanic” sites. We can learn a lot from their successes and mistakes. The Home Depot vs. Best Buy The Home Depot launched its Spanish-language e-commerce site for U.S. Hispanics in early

Tweet 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

Tweet 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)