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Hispanic consumer archetypes
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Hispanic moms are caught between two worlds. While they may be acculturated and English-speaking, motherhood tends to provoke feelings of “emotional acculturation” – or “cultural reachback” – causing them to look for ways to highlight their home culture for the sake of their children. As the key target for many food, beverage, personal care, household product, and education companies because they drive household decision-making, Hispanic American moms need to be truly understood by marketers attempting to forge a bond.
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U.S., Colombia Reach Free Trade Agreement
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After weeks of intense negotiations, the United States and Colombia have reached a deal on a free trade pact that the White House says is a vital part of President Obama's economic agenda.
The administration said the agreement came together after the Colombians agreed to offer greater protections for workers and union leaders, an area of key concern for the U.S. The final pact will boost U.S. exports to Colombia by more than $1 billion per year and could support thousands of American jobs.
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2011 - The Year of Hispanic Social Media
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As we have just stepped into the year of 2011, we have seen and heard some of the unexpected events happening across the world. The Hispanic social media has been always been a mix of cultures. This genre of media has given new meaning to the Hispanic media industry as a whole.
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L’Oréal USA Expanding its Advertising to a Hispanic Population
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Although it took years for many companies to see the power of advertising to Hispanic America, L’Oréal USA is taking huge steps forward in marketing to this growing group.
As the totals from the 2010 census are coming in, it is estimated that the Hispanic population in the United States will be more than 50 million, which would be more than 16 percent of the total population. According to the same estimates, more than half of the growth in the U.S. in the last 10 years came from the Hispanic population, increasing 43 percent since the census in 2000.
L’Oréal USA has started a new project and teamed up with Telemundo Communications Group, which is part of NBCUniversal and controlled by the Comcast Corporation. L’Oréal USA has sponsored an official club website for Telemundo’s telenovelas, which are popular dramas that are broadcast for several weeks at a time on Telemundo, Mondays through Fridays.
The website is the result of the joint efforts of L’Oréal USA, Moxie’s New York office, which is L’Oréal USA’s digital ad agency, and Telemundo. |
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The nation’s largest minority is younger and bicultural, and poses a huge marketing challenge
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During April , two of the nation’s largest media players, News Corp. and NBC Universal, separately announced their own initiatives to better serve the needs of marketers and advertisers trying to reach the U.S. Hispanic market. That Monday, News Corp.-owned Fox Networks announced with great fanfare the creation of Fox Hispanic Media (FHM), a media unit housing three Spanish-language cable networks, as a way for advertisers to reach a larger range of Latinos. The next day, NBC Universal touted its newly created “Hispanics at NBC,” a sales and marketing initiative aimed at connecting marketers with the nation’s 50.4 million Hispanic consumers.
News Corp.’s Fox and Comcast-owned NBC are two of the largest non-Hispanic networks that are vying to capture a higher share of advertising dollars in a market that is too large— and too important—to ignore: U.S. Hispanics represented an estimated purchasing power of $1 trillion in 2010, a figure that is expected to grow to $1.5 trillion in 2015.
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