Digital marketing advisor specializing in Hispanic/Latin American markets
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Posts Tagged marketing

New Book to Support One Laptop Per Child: É-X-I-T-O en Marketing Digital

OLPC-Peru

I am excited to announce the launch of my new book (in Spanish) where the author proceeds will benefit One Laptop Per Child (OLPC), the non-profit founded by Nicholas Negroponte at MIT. Hilda Garcia and I will co-author the book, describing the success stories of leading companies in […]

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How to “friend” 100,000 Latinas: A Case Study from Unilever’s Vive Mejor

TatianaHansell

This article originally appeared on FoxNews.com If you want your company’s brands to make 100,000 “friends” on Facebook, Tatiana Hansell can show you how. As Unilever’s Multicultural Marketing Manager of personal care products, Hansell developed its Vivemejor branded content initiative for Latina women online. First, she launched […]

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Viva La Musica! Developing a music promotion for bilingual Hispanics

Entrevista con Bernardo Meza

This post originally appeared on MediaPost Engage:Hispanics. As the English speaking Latino audience grows in size and importance, how can marketers develop culturally relevant promotions for Hispanics? Bernardo Meza, Brand Manager for Wrigley Multicultural Marketing answered that question for me by describing his company’s Vive tu Música […]

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Is Latin America the new China?

Which region will provide growth for your business in 2011? Paul Gunning, the Chief Executive Officer at Tribal DDB, recently told me, “Latin America is another China” because it has “millions of consumers with rising purchasing power.” A number of recent articles support that claim: This article […]

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Reaching the “New Mainstream,” Multicultural America, via Social Media

This article originally appeared on MediaPost. Last week, the leading advertisers convened in Miami for the ANA’s annual Multicultural Marketing & Diversity Conference. Historically, Hispanic, African-American and Asian-American marketers have fought hard for budgets even though demographic trends point to the fact that today’s minorities will become […]

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Marketing Lessons from Google…and Aaron Goldman

Since moving to Chicago, I’ve had the pleasure of getting to know Aaron Goldman, one of the leaders in digital marketing in the Midwest…and soon to conquer the rest of the English-speaking world with the launch of his book, Everything I Know about Marketing I Learned From […]

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You Can’t Find Treasure Online Without a Map

Coca-Cola Spain Happing Map

This article originally appeared in Yorokobu, a Madrid-based marketing and design magazine, in December, 2009. [And it's translated from the Spanish by yours truly and appears in my book, Latino Link] by Pedro Mujica, CEO of interactive map consultancy wecolab These days, we all know and use […]

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Coke Opens Happiness via Educational Promotion

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 […]

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10 Musts for the Future of Marketing

Bob Liodice, the president of the ANA, shared these “10 Musts for the Future of Marketing” during his opening presentation at the ANA Multicultural Conference last month. It’s a good list to review as we evaluate what we accomplished in 2009 and plan our goals for 2010.

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How should marketers use social media? Learn from Ford

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 […]

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