Insights
The Total Market Approach Starts with Why – Case Study of Kaiser Permanente
Whenever I hear the term “Total Market Approach” to Hispanic marketing, I scrunch my face in doubt since it strikes me as a “one size fits all” path to cost reduction. Perhaps some marketers do use it to avoid the difficult work in segmenting multicultural audiences...
TEDx Speaker Combats INFObesity in New Book “Got Your Attention?”
Did you know that goldfish have a longer attention span than most Americans? Harvard Business School historian Nancy Koehn found that the average American’s attention span in 2013 was about 8 seconds, down from 12 seconds in 2000. In contrast, the average attention of...
Top 10 Signs You’ve Become a Gringo Latino (and the importance of having a Writing “Compadre”)
I started selling my Gringo Latino T-Shirts on my website here earlier this year. And since then, I realized that I needed a “checklist” of sorts to explain the concept and to bump up sales while having fun in the process. So, I turned to writer, comedian and friend...
Norwegian Cruise Line Case Study: Improving the Customer Experience Online
Rob Casas and Roger Kline of Norwegian Cruise Line wrote this case study for my book, E-X-I-T-O: Su estrategia de marketing digital en 5 pasos (E-X-I-T-O: Your Digital Marketing Strategy in 5 Steps). Click here to read the first excerpt and second excerpt. Background...
Case Study: Banamex Launches Tran$Fer to Reach “Un-banked” via Mobile Phones
Mercedes López Arratia, Customer Experience Head and Digital CMO at Banamex, wrote this case study with my co-author, Alonso Fernandez, and was then translated by Madalena Sánchez Zampaulo of Accessible Translation Solutions. It originally appeared in my new book in...
Case Study: 3M listens to ideas on how to use the Post-it
Carlos Espindola, Digital Head for Latin America at 3M, wrote this case study for my book, E-X-I-T-O: Su estrategia de marketing digital en 5 pasos (E-X-I-T-O: Your Digital Marketing Strategy in 5 Steps), which was translated by Madalena Sánchez Zampaulo of Accessible...
3 Reasons to Invest in Latin American Mobile Content (and Attend the M2 Content & Apps Latam Conference in Miami)
It is no surprise that media experts forecast that mobile will overtake web traffic, because, well, it already has in the developed world. To get an overview of that trend, take a look at Benedict Evans’ excellent presentation from the WSJD conference: Mobile is...
Case Study: SoloEntreAmigas, P&G’s Latin American Content Marketing Program for Teen Girls
Ximena Morena of Procter & Gamble wrote this case study for my book, E-X-I-T-O: Su estrategia de marketing digital en 5 pasos. CONTEXT SoloEntreAmigas is P&G's pan-regional content marketing effort across Latin America, including Mexico, Argentina, Brazil,...
Flipboard Wins “Best Hispanic Media Innovation Award” at Portada’s 8th Annual Hispanic Advertising and Media Conference
I am honored and humbled to share the news that Flipboard received the “Best Hispanic Media Innovation” Award from Portada, a leading Hispanic/Latin American trade media publication, today at its 8th Annual Hispanic Advertising and Media Conference in New York City. I...
Que Pasa Festival Case Study: Social Media Strategy for Events
Following is the case study of a recent project that I worked on involving how to develop and implement a social media strategy for events and festivals. BACKGROUND The Virginia Hispanic Chamber of Commerce (VAHCC), a Richmond-based non-profit, creates, promotes and...
Growing the Web in Emerging Markets: The Stories of Muhammad Yunus, Grameen Foundation, and One Laptop Per Child
This excerpt is from my new book, E-X-I-T-O: Su estrategia de marketing digital en 5 pasos. In English, that is - E-X-I-T-O: Your Digital Marketing Strategy in 5 Steps. Click on these links to read the first excerpt, second excerpt, and third excerpt. In his...
The Importance of Developing “Personas” in Marketing
This excerpt is from my new book, E-X-I-T-O: Su estrategia de marketing digital en 5 pasos. In English, that is - E-X-I-T-O: Your Digital Marketing Strategy in 5 Steps. Click on these links to read the first excerpt and second excerpt. We begin with an unforgettable...