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, anywhere in the world. 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 ...
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, anywhere in the world. 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 emerging 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, Amereican Family Insurance, H&R Block, Ford Motor Company, Lexicon Marketing, and Monster.
Each chapter ends with a succinct summary of Lessons Learned.
A welcome and much-needed guide to digital Latino marketing—
Latino Link is a convincing application of social media, marketing, and analytic concepts to real cultural and customer behavior dynamics. I closed the book feeling that readers will quickly think how to best create a solid strategy. They will invest in Latino Link again and again as an actionable guide to serve Hispanic customers with genuine care.
5 stars
Product Details
BN ID: 2940012252760
Publisher: Paramount Market Publishing, Inc.
Publication date: 2/18/2011
Sold by: Barnes & Noble
Format: eBook
Sales rank: 1,003,147
File size: 2 MB
Meet the Author
Joe Kutchera is a leading seaker and consultant on reaching Hispanics and Latin Americans online, bringing over 11 years of interactive sales and marketing experience to his clients. Previously Joe launched ContextWeb's Spanish-language ad network for U.S. Hispanics and opened its Mexico City office as its Director of Spanish-Language Markets.
During his nine-year tenure at Time Warner, Joe built we properties such as Warner Bros. Online, ThisOldHouse.com, CNNMoney, and CNNExpansion. During his last two years at the company, Joe started the digital ad sales team for Grupo Editorial Expansion in Mexico City, aacquired by Time Inc. in 2005, launching the websites CNN Expansion, Quien.com, and Chilango. com.
You can read Joe's columns about best practices for reaching U.S. Latinos onlline on MediaPost and Portada. Joe has spoken at conferences and universities in the U.S., Spain, and Mexico about the consumer behavior of HIspanics and Latin Americans online as well as how to develop and localize content for them. In addition, Joe has written for iMedia, Life & Style, and Chilango magazines as well as the Milwaukee Journal Sentinel, his hometown newspaper.
Joe has served as a board member for the Interactive Advertising Bureau (IAB) in Mexico and as a member of the HIspanic Committee for the IAB in the United States. He has a BA from Macalester College and an MBA from Fordham University. He currently lives in Chicago and has lived in Mexico City, Newe York. Prague, and San Juan, PR. You can read his blog and share a downloadable sample chapter of this book with your friends at www.JoeKutchera.com.
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Overview
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, anywhere in the world. 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 ...