Latino Link: Building Brands Online with Hispanic Communities and Content

Latino LinkLatino Link: Building brands online with Hispanic communities and content – available on AmazonBarnes & Noble and Paramount Books’ website.



“Latino Link is a timely resource that many business owners and marketing agencies will want to have on hand. I would recommend this book to anyone who is thinking about marketing to Spanish speakers. The case studies he provides are invaluable.”
— Review in MultiLingual Magazine by Madalena Sanchez Zampaulo


“This is a very topical and well-written book on Latino markets backed up with stats and great case studies. I highly recommended it for managers and business students who want to understand the online consumer behavior of Latinos in the U.S. and abroad. Joe Kutchera is a great speaker with abundance of relevant case studies and deep insights of Latino markets.”
— Dr. Jukka Laitamaki, New York University


Book Summary

An amazing convergence is happening in marketing today: the growth of the U.S. Hispanic population and the growth of digital media. Hispanics increasingly use the Internet to keep in touch with family and friends. They search for product information. They compare prices, print coupons and shop online.

Is your brand ready?

Joe Kutchera outlines the issues that your company needs to understand in order to successfully cater to Hispanic consumers online including shopping behavior, social networks, translation, localization, and mobile platforms. In addition, the author illustrates how marketers can grow their businesses virtually to reach Spanish-speakers in Latin America.

Case studies in the book detail the experiences of Best Buy, American Family Insurance, H&R Block, Ford Motor Company, Lexicon Marketing, and Monster. Each chapter concludes with a succinct overview of Lessons Learned.


Video Summary: 3 Insights from Latino Link

Read select excerpts from Latino Link here:

The New Americans: Bilingual, Bicultural, Global

In-Culture or In-Language? From the Perspective of a Bicultural Hispanic

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

Why Does Google Send U.S. Hispanics To Foreign Web Sites?

Reaching U.S. Hispanics On The ‘Long Tail’ Of Country-Of-Origin Sites

Case Study: The Cervantes Institute Short Story Contest


Joe presenting Latino Link at CONFAB
Table of Contents

Introduction – The New Americans: Bilingual, Interactive, Global

1. Soccer without Borders: In an Absolut World

Case Study: Lexicon Marketing – Building a Branded Social Network for U.S. Hispanics

2. Findability in Spanish

Case Study: H&R Block – Angela Malloy

3. Unifiers on the Web: Language, Culture, and Shopping

Case Study: Best Buy en español – Ana Grace

4. Billions in Spending from “The Invisible Shopper”

Featured Contribution: U.S. Hispanics: A Proxy for Understanding the Mexican e-Commerce Market – Forrester Research

5. Lessons in Social media

Featured Contribution: Explaining Why U.S. Latinos Use Social Networking Sites – Dr. Felipe Korzeny

6. Organize your team and align its goals

Case Study: Monster – Managing a global brand en Español – John Hyland

7. Which “Flavor” of Spanish for the Worldwide Web?

Case Study: American Family Insurance – Developing an Online Latino Identity at – Jose Rivera

8. Localizing your website for Latinos

Featured contribution: You can’t find treasure without a map – Pedro Mujica

9. Targeting Latina Moms Online

Case Study: Ford’s Tu Voz en Tu Vida

10. Reaching Latinos with Content, Advertising, and Search Engine Strategies

11. The Future Today: Mobile Platforms en Español

Case Study: Promoting American Family Insurance with Mobile Marketing – Jose Rivera

Appendix with survey research


About the Author

ISBN 9780981986982, 216 pages, paperback

© 2010 Joe Kutchera

Free Sample Chapters

Click here for free sample chapters of Portraits of Immigrant Voices.

Click here for É-X-I-T-O: su estrategia de marketing digital en 5 pasos.


Click here for Latino Link: Building Brands Online with Hispanic Communities and Content.


Click here for Faces of a Fish Empire.

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