I would like to have this post be a dialogue to build knowledge on what is unique about marketing to US Hispanics.
Please post comments in response to the following question:
In your opinion, what are unique factors about marketing to Latinos in the US?
Monday, November 14, 2011
Saturday, September 24, 2011
Music: MP3s and CDs in the Multicultural Marketplace
Are ethnic groups in the US society equally acquiring MP3s and physical CDs, or are there differences in their rate of adoption? That was a question we asked in the FSU’s Multicultural Marketing Study conducted in collaboration with DMS Insights the Spring of 2011.
We phrased the survey questions “How often do you do each of the following?” and the response options were “Never,” “Sometimes,” and “Very Often,” for each of purchasing MP3s online and purchasing physical CDs.
At first I aggregated “Sometimes” and “Very Often” for both products and the results show an increasing tendency of the use of MP3s purchased online for African Americans, Asians, Hispanics who prefer English, and Hispanics who prefer Spanish, with the latter 3 groups showing a stronger tendency for MP3s to catch up to CD’s.
What these findings point to is a continuous trend on the part of emerging minorities to innovate to a larger extent than the established non-Hispanic White majority. This musical category, however is quite interesting since music is so central to the lives of minorities in reinforcing their ethnic ties.
These trends lead me to ponder why companies like Apple and Amazon do not pay more attention to the tastes and interests of these minorities since they are the ones innovating precisely at the core of their business. Why are they not advertising more with an emphasis on ethnic music and with messages directly related to the cultures of central to their selves? Perhaps, as usual, change comes very slowly, and I wonder, when will they realize who their core customers are?
The data for this study was collected during March 2011. This online sample was comprised of 500 respondents per segment, for a total of 2,500, based on quotas by gender, age, and geographic location. DMS Insights managed the sample and data collection and they graciously contributed their effort to the academic program of the Center for Hispanic Marketing Communication at Florida State University. This study was conducted by the faculty and students of the graduate Multicultural Marketing Communication course offered by FSU.
Wednesday, August 31, 2011
The Multicultural Opportunity of Internet Radio
We have known for a long time that listening to radio is a favorite activity of Hispanics and African Americans. In particular, listening to the radio has a long tradition in Latin America where radio is the town crier and the central point of communities where people find lost items, find jobs, get announcements, news, etc. Clearly also, music is a great part of the tradition of listening to the radio. I have been curious as to whether or not Internet radio has continued that tradition or not.
In our Spring 2011 Multicultural Marketing study at Florida State University with the support of DMS Insights, we asked consumers of different cultural backgrounds to tell us “In an average week about how many hours do you spend listening to Internet radio like Pandora or Last.fm in English” and also “in another language.” At first we recoded the data so we could simply know who listens and who doesn't in either English or another language.
We found that those consumers who are online are listening to Internet radio to a surprising extent, and the groups most likely to listen are those that I suspected would. In English, African Americans and Hispanics who prefer to communicate in English are the most avid listeners. But when it comes to listening in another language the picture is interesting if not surprising.
Those who are more likely to use a language besides English seem to have some attachment to Internet radio in their native language. Hispanics who prefer Spanish are particularly keener on listening to Internet radio in Spanish. And remember, that besides Pandora, Last.fm, and others, there are radio outlets like Batanga.com that specialize in Spanish language and Latin music.
While we cannot directly add those who listen in Spanish with those who listen in another language because there is an overlap, it is interesting to notice that there is a noticeable predilection for Internet Radio among emerging minorities. I then added up the average number of hours per week of radio listened over the Internet for English and other languages. The results of actual time spent are remarkable.
Online Latinos who prefer Spanish spend almost six hours per week listening to Internet radio, compared with about four hours for Hispanics who prefer English and African Americans. Asians spend about two and a half hours, and non-Hispanic Whites spend the least amount of time in this endeavor.
To me the implications for marketers are clear.
Internet radio as an emerging medium and a promising advertising vehicle, is being favored by Hispanics and emerging minorities to a larger extent than by the shrinking non-Hispanic White population. Using this medium to promote both music and commercial messages seems like a no-brainer, particularly when attempting to get the favor of the consumer groups that are leading the new digital era.
The data for this study was collected during March 2011. This online sample was comprised of 500 respondents per segment, for a total of 2,500, based on quotas by gender, age, and geographic location. DMS Insights managed the sample and data collection and they graciously contributed their effort to the academic program of the Center for Hispanic Marketing Communication at Florida State University. This study was conducted by the faculty and students of the graduate Multicultural Marketing Communication course offered by FSU.
In our Spring 2011 Multicultural Marketing study at Florida State University with the support of DMS Insights, we asked consumers of different cultural backgrounds to tell us “In an average week about how many hours do you spend listening to Internet radio like Pandora or Last.fm in English” and also “in another language.” At first we recoded the data so we could simply know who listens and who doesn't in either English or another language.
We found that those consumers who are online are listening to Internet radio to a surprising extent, and the groups most likely to listen are those that I suspected would. In English, African Americans and Hispanics who prefer to communicate in English are the most avid listeners. But when it comes to listening in another language the picture is interesting if not surprising.
Those who are more likely to use a language besides English seem to have some attachment to Internet radio in their native language. Hispanics who prefer Spanish are particularly keener on listening to Internet radio in Spanish. And remember, that besides Pandora, Last.fm, and others, there are radio outlets like Batanga.com that specialize in Spanish language and Latin music.
While we cannot directly add those who listen in Spanish with those who listen in another language because there is an overlap, it is interesting to notice that there is a noticeable predilection for Internet Radio among emerging minorities. I then added up the average number of hours per week of radio listened over the Internet for English and other languages. The results of actual time spent are remarkable.
Online Latinos who prefer Spanish spend almost six hours per week listening to Internet radio, compared with about four hours for Hispanics who prefer English and African Americans. Asians spend about two and a half hours, and non-Hispanic Whites spend the least amount of time in this endeavor.
To me the implications for marketers are clear.
Internet radio as an emerging medium and a promising advertising vehicle, is being favored by Hispanics and emerging minorities to a larger extent than by the shrinking non-Hispanic White population. Using this medium to promote both music and commercial messages seems like a no-brainer, particularly when attempting to get the favor of the consumer groups that are leading the new digital era.
The data for this study was collected during March 2011. This online sample was comprised of 500 respondents per segment, for a total of 2,500, based on quotas by gender, age, and geographic location. DMS Insights managed the sample and data collection and they graciously contributed their effort to the academic program of the Center for Hispanic Marketing Communication at Florida State University. This study was conducted by the faculty and students of the graduate Multicultural Marketing Communication course offered by FSU.
Tuesday, August 30, 2011
CDTV.net Interview about "Hispanic Marketing: Connecting with the New Latino Consumer"
On August 26 CDTV.net Financial News interviewed me about our new book "Hispanic Marketing: Connecting with the New Latino Consumer." Click here to listen to the interview.
For a special offer from the publisher click here
For a special offer from the publisher click here
Sunday, August 14, 2011
Online Courses on Multicultural and Hispanic Marketing Communication
Starting the last week in August The Florida State University will offer for the first time, online, a course on Multicultural Marketing Communication. It is available to anyone interested in continuing education or just for the sake of learning. Students in academic programs can get academic credit and those not in academic programs get a certificate of completion. The course is asynchronous, so students can participate when they have the time. Click here for more details.
Also starting the last week in August is our well known online course on Hispanic Marketing Communication now using our new book "Hispanic Marketing: Connecting with the New Latino Consumer." This course is also available to anyone interested. Click here for further details.
We have also added to our online course rotation Account Planning in the Summer. For inquiries about any of our courses and to register please contact: Inquiries@campus.fsu.edu
Also starting the last week in August is our well known online course on Hispanic Marketing Communication now using our new book "Hispanic Marketing: Connecting with the New Latino Consumer." This course is also available to anyone interested. Click here for further details.
We have also added to our online course rotation Account Planning in the Summer. For inquiries about any of our courses and to register please contact: Inquiries@campus.fsu.edu
Friday, July 29, 2011
Older Latinos: An Underestimated Marketing Opportunity
I have been thinking that for the last 20 years the marketing industry keeps talking about Hispanic youth as the promised land of opportunity. No question that Latinos are fundamentally characterized by their youth because their median age is 10 years younger than that of the overall US population. Still, there are older Latinos, and surprisingly they are a fast growing subpopulation of people 50 and over in the United States. That is not hard to understand since everyone ages and Hispanics are the fastest growing cultural group in the United States.
The cult of youth among marketers is understandable, but looking at some data from the Florida State University DMS Insights Multicultural Marketing Research Project of 2011 suggests that there is ample opportunity to capitalize on 50+ Latinos because their aspirations are high.
For example, among those who are online who do not currently have a blog, one can see that those who prefer to communicate in Spanish are more likely than anyone else to say they are planning to have a blog within the next year, and those 50+ are the most ambitious in this respect than anyone else in their age group.
% Plan to have a blog within the next year
Another example is the aspiration to have a smart phone. 50+ Latinos who prefer to communicate in Spanish are more likely than anyone else to say they are planning to have a smart phone within the next year.
% Plan to have a Smart-Phone within next year
Marketers should listen to these aspirations. While they may be overly optimistic, they are worthy of closer examination. These older Hispanics are likely to be very interested in furthering their communication with others and marketers should facilitate this aspiration. Now, the reason why Hispanics who prefer English are less aspirational according to these charts is because they already have these technologies (see prior blog postings). Now it is the turn of their Spanish speaking counterparts.
It seems to me that the idea of concentrating only on Latino youth may be obscuring the important opportunity of listening to the needs and aspirations of more mature Hispanics. They can be a gold mine for those who understand their views, opinions, and product interests.
The interesting thing about the explosion of Latino growth in the US is that youth always results in older age. This is something worth remembering.
The data for this study was collected during March 2011. This online sample was comprised of 500 respondents per segment, for a total of 2,500, based on quotas by gender, age, and geographic location. DMS Insights managed the sample and data collection and they graciously contributed their effort to the academic program of the Center for Hispanic Marketing Communication at Florida State University. This study was conducted by the faculty and students of the graduate Multicultural Marketing Communication course offered by FSU.
The cult of youth among marketers is understandable, but looking at some data from the Florida State University DMS Insights Multicultural Marketing Research Project of 2011 suggests that there is ample opportunity to capitalize on 50+ Latinos because their aspirations are high.
For example, among those who are online who do not currently have a blog, one can see that those who prefer to communicate in Spanish are more likely than anyone else to say they are planning to have a blog within the next year, and those 50+ are the most ambitious in this respect than anyone else in their age group.
% Plan to have a blog within the next year
Another example is the aspiration to have a smart phone. 50+ Latinos who prefer to communicate in Spanish are more likely than anyone else to say they are planning to have a smart phone within the next year.
% Plan to have a Smart-Phone within next year
Marketers should listen to these aspirations. While they may be overly optimistic, they are worthy of closer examination. These older Hispanics are likely to be very interested in furthering their communication with others and marketers should facilitate this aspiration. Now, the reason why Hispanics who prefer English are less aspirational according to these charts is because they already have these technologies (see prior blog postings). Now it is the turn of their Spanish speaking counterparts.
It seems to me that the idea of concentrating only on Latino youth may be obscuring the important opportunity of listening to the needs and aspirations of more mature Hispanics. They can be a gold mine for those who understand their views, opinions, and product interests.
The interesting thing about the explosion of Latino growth in the US is that youth always results in older age. This is something worth remembering.
The data for this study was collected during March 2011. This online sample was comprised of 500 respondents per segment, for a total of 2,500, based on quotas by gender, age, and geographic location. DMS Insights managed the sample and data collection and they graciously contributed their effort to the academic program of the Center for Hispanic Marketing Communication at Florida State University. This study was conducted by the faculty and students of the graduate Multicultural Marketing Communication course offered by FSU.
Wednesday, July 13, 2011
Social Networking Sites is Where the Action is for Hispanics and Emerging Minorities
The new town center and “plaza” is online and it is very relevant to today’s marketers in the new global village. In March 2011 we asked consumers to “please tell us how important to you the following reasons are for using social networking sites like Facebook or Twitter?” Respondents answered on a 5 point scale from “not at all important” to “extremely important.”
The two reasons for using social networking sites that stood up most significantly were: “Keeping up with new trends,” and “asking friends and relatives about their opinions on products to buy.” The graphs below summarize the aggregated percentages for the top two points of the 5 point scale.
Keeping up with New Trends
NHW stands for non-Hispanic White, AA for African American, A for Asian, HE for Hispanics who responded in English, and HS for Hispanics who responded in Spanish to the survey.
Asking Friends and Relatives about Their Opinions on Products to Buy
NHW stands for non-Hispanic White, AA for African American, A for Asian, HE for Hispanics who responded in English, and HS for Hispanics who responded in Spanish to the survey.
Minorities in general are more likely than non-Hispanic Whites to say they use social networking sites for keeping up with new trends and for interacting with friends and relatives about their opinions on products to buy. Latinos who answered in Spanish to the survey are more likely than anyone else to endorse these reasons.
There are several important implications of these findings. First, as we have seen in other results from similar surveys, emerging minorities are more engaged with the new media and are likely to use it as a source of information for their lifestyle and consumer behavior. This speaks strongly to the importance that marketers need to place in being where these consumers are, i.e., social media. Brands that facilitate interaction seem likely to have an advantage as that plays directly to what is important to these consumers.
Further, Latinos who prefer Spanish are even more engaged with social networking sites for obtaining guidance and knowing about things like fashion. While Spanish dominant Hispanics have lagged in the adoption of online technologies, they are now fast adopting them and once they adopt these technologies they seem to strongly depend on them. The synergies of social media and traditional electronic and print media are likely to be important and should be capitalized upon to create conversations and discussions. The virtual social world is opening enormous possibilities to people, and it is creating a new system of influence. Growing minorities appear to be eager to break traditional barriers.
Opinion leaders among these emergent minority groups are very likely to have an impact on their followers who share their background, but also on others who frequent social media sites. Thus, these minorities are not only finding a town center or “plaza” online but are likely to also be affecting a larger social milieu because of the very public nature of social media.
Figuring out the role of social media is still an ongoing challenge for marketers. They should start paying close attention to what is happening in the virtual marketplace. Understanding flows of influence in online networks can be crucial for the marketing of the future.
The data for this study was collected during March 2011. This online sample was comprised of 500 respondents per segment, for a total of 2,500, based on quotas by gender, age, and geographic location. DMS Insights managed the sample and data collection and they graciously contributed their effort to the academic program of the Center for Hispanic Marketing Communication at Florida State University. This study was conducted by the faculty and students of the graduate Multicultural Marketing Communication course offered by FSU.
The two reasons for using social networking sites that stood up most significantly were: “Keeping up with new trends,” and “asking friends and relatives about their opinions on products to buy.” The graphs below summarize the aggregated percentages for the top two points of the 5 point scale.
Minorities in general are more likely than non-Hispanic Whites to say they use social networking sites for keeping up with new trends and for interacting with friends and relatives about their opinions on products to buy. Latinos who answered in Spanish to the survey are more likely than anyone else to endorse these reasons.
There are several important implications of these findings. First, as we have seen in other results from similar surveys, emerging minorities are more engaged with the new media and are likely to use it as a source of information for their lifestyle and consumer behavior. This speaks strongly to the importance that marketers need to place in being where these consumers are, i.e., social media. Brands that facilitate interaction seem likely to have an advantage as that plays directly to what is important to these consumers.
Further, Latinos who prefer Spanish are even more engaged with social networking sites for obtaining guidance and knowing about things like fashion. While Spanish dominant Hispanics have lagged in the adoption of online technologies, they are now fast adopting them and once they adopt these technologies they seem to strongly depend on them. The synergies of social media and traditional electronic and print media are likely to be important and should be capitalized upon to create conversations and discussions. The virtual social world is opening enormous possibilities to people, and it is creating a new system of influence. Growing minorities appear to be eager to break traditional barriers.
Opinion leaders among these emergent minority groups are very likely to have an impact on their followers who share their background, but also on others who frequent social media sites. Thus, these minorities are not only finding a town center or “plaza” online but are likely to also be affecting a larger social milieu because of the very public nature of social media.
Figuring out the role of social media is still an ongoing challenge for marketers. They should start paying close attention to what is happening in the virtual marketplace. Understanding flows of influence in online networks can be crucial for the marketing of the future.
The data for this study was collected during March 2011. This online sample was comprised of 500 respondents per segment, for a total of 2,500, based on quotas by gender, age, and geographic location. DMS Insights managed the sample and data collection and they graciously contributed their effort to the academic program of the Center for Hispanic Marketing Communication at Florida State University. This study was conducted by the faculty and students of the graduate Multicultural Marketing Communication course offered by FSU.
Saturday, July 2, 2011
Hispanic Marketing: Connecting with the New Latino Consumer
By Felipe and Betty Ann Korzenny
Forthcoming August 1, 2011
This book is about using cultural insights to connect with Latino consumers. It's about marketing strategies that tap into the passion of Hispanic consumers so that marketers and service providers can establish the deep connections they need for a successful campaign. This book provides an understanding of the Latino consumer that goes beyond simplistic recipes.
This highly revised and expanded edition comes on the heels of new US Census figures: Hispanics now account for 53% of the US population growth since 2000, soaring to over 16% of the total population. Corporations are now realizing that they must incorporate Hispanic cultural values into their products, services, and communications.
This edition reflects and responds to the profound changes the Latino market has experienced since the first edition. It considers the way in which changes in cultural identity, immigration, economics, and market synergies need to be addressed in a new relationship with Hispanic consumers.
Twenty-five new industry case studies illustrate the chapters. These case studies show how brands from diverse categories have developed a cultural understanding of their Latino target and created campaigns that established strong bonds.
Selected endorsements:
“Felipe and Betty Ann have evolved their earlier work on Hispanic Marketing into
a new and even stronger work that pushes the reader to become more strategic
and thoughtful when developing marketing platforms for Latinos. The conceptual
framework of Hispanic Marketing: Connecting with the New Latino Consumer
is a thoughtful approach around creating marketing actions that are based on a deep
understanding of Latino culture. The reader is provided the tools to be able to better
interpret the cultural nuances of being Hispanic and how to make more informed
and empathic marketing decisions.”
J. Alexander M. Douglas, Jr., President Coca-Cola North America
“Drs. Korzenny have produced another masterful work that takes us on a historic
Hispanic cultural journey that allows us to understand the heterogeneity of Hispanics
while applying this information to contemporary marketing strategies.”
Richard Carmona, MD, MPH, FACS, 17th Surgeon General of the United States
“My life just got easier. Excellent marketing begins, but doesn’t end with excellent
market research. Excellent market research begins with a clear understanding of
how to ask and interpret meaningful questions. Bravo to Felipe and Betty Ann for
making this abundantly clear in their new book. Reading this helped me clear my
head of some of the old notions I was clinging to. I feel like I’m dating the Hispanic
Market all over again!”
Michael Halberstam, Interviewing Service of America
“As this seminal book notes, smart, good business requires rephrasing the question
from “How can we translate our ad so it reaches Hispanics?” to “What will
be the right motivational appeal to emotionally reach Hispanics?” Fortunately for
us all, Felipe and Betty Ann provide solid, well-researched answers. Everything
starts with the heart. To cite but one powerful example from this book, to Anglos,
Captain Morgan and his rum works fine, but to Hispanics exploitative pirates mean
something else altogether.”
Dan Hill, President, Sensory Logic
“If you’re a marketer looking to better understand the lucrative Hispanic segment, then
this book is for you. Felipe and Betty Ann Korzenny take you on a journey inside
the mind of the Latino consumer and provide you with the perspective and facts you
needed to design more effective and efficient Hispanic marketing strategies.”
Gian Fulgoni, Chairman, comScore
“Noting that there are over 50,000,000 Hispanics in America is one thing.
Understanding how to connect your brand with them is quite another. This book is
filled with marketing competitive-advantage built on cultural connection.”
R. Barocci, Advertising Research Foundation President/CEO
“This essential manual for the field demonstrates how to navigate and leverage
one of the single most impactful demographic and cultural shifts affecting
the US marketplace. The Korzennys' perspective as true veteran practitioners
in the Hispanic marketplace and accomplished academics beautifully sheds
unique light in this updated edition on a comprehensive array of issues including
the most relevant topics discussed in the industry today—from shifting language
and acculturation issues to the digital world of Hispanics. Having spent
the past twenty years researching cross-cultural consumer differences, I found
this a refreshing read. It is equally valuable to the novice and experienced multicultural
marketer as the book strikes a strong balance of demystifying the
complex Hispanic market and offering guidance on honing skills to think differently
and identify culturally driven consumer insights.”
Adrien Lanusse, Director of Global Consumer Insights, Netflix
“This is the most complete book I have read to date on the cultural and economic
reality of the Hispanic market. It is truly a “must-read” book for anyone in the field
of education or marketing communications targeting Latinos. I congratulate Felipe
and Betty Ann for making this edition such an excellent resource for those of us
involved in the research and analysis of this important market.”
Fernando Figueredo, Chair of the Advertising and
Public Relations Faculty at Florida International University
“This book is a must read for anyone wanting to gain a deep and nuanced understanding
of the new Latino consumer. It is an apt tribute to Felipe and Betty Ann's many years
of experience, both as scholars and practitioners in the field of Hispanic marketing. It
is, without question, the best book out there on the subject of marketing to Latinos.”
David Morse, President and CEO, New American Dimensions
“Well beyond the statistics in 2010 Census, this new book leverages the Korzennys’
deep understanding of the Hispanic culture and market and provides both novice
and expert alike with valuable nuggets, practical case studies, and core consumer
insights that underpin the tremendous opportunity of the Hispanic market and
clearly highlight overall impact on the “now” generation of growth markets.”
Cynthia Nelson, President, Todo Bebe
“In their lively conversational style, Felipe and Betty Ann Korzenny provide real live
case studies packed with practical advice that show you how to develop winning
strategies to beat your competitors. Hispanic Marketing: Connecting with the
New Latino Consumer , Second Edition is your one-stop source for everything you
need to boost sales, launch new products, and increase your Hispanic market share.”
Charles Patrick Garcia, President, Garcia Trujillo
“Felipe and Betty Ann Korzenny are the preeminent experts on Hispanic marketing.
There is research and there is real world experience – nowhere will you find a more
practical and salient distillation of what it takes to be successful in the Hispanic
market place than in this book.”
Michael Durance, CEO, Call Genie
Click here for Felipe Korzenny’s author profile
Click here for Betty Ann Korzenny’s author profile
Forthcoming August 1, 2011
This book is about using cultural insights to connect with Latino consumers. It's about marketing strategies that tap into the passion of Hispanic consumers so that marketers and service providers can establish the deep connections they need for a successful campaign. This book provides an understanding of the Latino consumer that goes beyond simplistic recipes.
This highly revised and expanded edition comes on the heels of new US Census figures: Hispanics now account for 53% of the US population growth since 2000, soaring to over 16% of the total population. Corporations are now realizing that they must incorporate Hispanic cultural values into their products, services, and communications.
This edition reflects and responds to the profound changes the Latino market has experienced since the first edition. It considers the way in which changes in cultural identity, immigration, economics, and market synergies need to be addressed in a new relationship with Hispanic consumers.
Twenty-five new industry case studies illustrate the chapters. These case studies show how brands from diverse categories have developed a cultural understanding of their Latino target and created campaigns that established strong bonds.
Selected endorsements:
“Felipe and Betty Ann have evolved their earlier work on Hispanic Marketing into
a new and even stronger work that pushes the reader to become more strategic
and thoughtful when developing marketing platforms for Latinos. The conceptual
framework of Hispanic Marketing: Connecting with the New Latino Consumer
is a thoughtful approach around creating marketing actions that are based on a deep
understanding of Latino culture. The reader is provided the tools to be able to better
interpret the cultural nuances of being Hispanic and how to make more informed
and empathic marketing decisions.”
J. Alexander M. Douglas, Jr., President Coca-Cola North America
“Drs. Korzenny have produced another masterful work that takes us on a historic
Hispanic cultural journey that allows us to understand the heterogeneity of Hispanics
while applying this information to contemporary marketing strategies.”
Richard Carmona, MD, MPH, FACS, 17th Surgeon General of the United States
“My life just got easier. Excellent marketing begins, but doesn’t end with excellent
market research. Excellent market research begins with a clear understanding of
how to ask and interpret meaningful questions. Bravo to Felipe and Betty Ann for
making this abundantly clear in their new book. Reading this helped me clear my
head of some of the old notions I was clinging to. I feel like I’m dating the Hispanic
Market all over again!”
Michael Halberstam, Interviewing Service of America
“As this seminal book notes, smart, good business requires rephrasing the question
from “How can we translate our ad so it reaches Hispanics?” to “What will
be the right motivational appeal to emotionally reach Hispanics?” Fortunately for
us all, Felipe and Betty Ann provide solid, well-researched answers. Everything
starts with the heart. To cite but one powerful example from this book, to Anglos,
Captain Morgan and his rum works fine, but to Hispanics exploitative pirates mean
something else altogether.”
Dan Hill, President, Sensory Logic
“If you’re a marketer looking to better understand the lucrative Hispanic segment, then
this book is for you. Felipe and Betty Ann Korzenny take you on a journey inside
the mind of the Latino consumer and provide you with the perspective and facts you
needed to design more effective and efficient Hispanic marketing strategies.”
Gian Fulgoni, Chairman, comScore
“Noting that there are over 50,000,000 Hispanics in America is one thing.
Understanding how to connect your brand with them is quite another. This book is
filled with marketing competitive-advantage built on cultural connection.”
R. Barocci, Advertising Research Foundation President/CEO
“This essential manual for the field demonstrates how to navigate and leverage
one of the single most impactful demographic and cultural shifts affecting
the US marketplace. The Korzennys' perspective as true veteran practitioners
in the Hispanic marketplace and accomplished academics beautifully sheds
unique light in this updated edition on a comprehensive array of issues including
the most relevant topics discussed in the industry today—from shifting language
and acculturation issues to the digital world of Hispanics. Having spent
the past twenty years researching cross-cultural consumer differences, I found
this a refreshing read. It is equally valuable to the novice and experienced multicultural
marketer as the book strikes a strong balance of demystifying the
complex Hispanic market and offering guidance on honing skills to think differently
and identify culturally driven consumer insights.”
Adrien Lanusse, Director of Global Consumer Insights, Netflix
“This is the most complete book I have read to date on the cultural and economic
reality of the Hispanic market. It is truly a “must-read” book for anyone in the field
of education or marketing communications targeting Latinos. I congratulate Felipe
and Betty Ann for making this edition such an excellent resource for those of us
involved in the research and analysis of this important market.”
Fernando Figueredo, Chair of the Advertising and
Public Relations Faculty at Florida International University
“This book is a must read for anyone wanting to gain a deep and nuanced understanding
of the new Latino consumer. It is an apt tribute to Felipe and Betty Ann's many years
of experience, both as scholars and practitioners in the field of Hispanic marketing. It
is, without question, the best book out there on the subject of marketing to Latinos.”
David Morse, President and CEO, New American Dimensions
“Well beyond the statistics in 2010 Census, this new book leverages the Korzennys’
deep understanding of the Hispanic culture and market and provides both novice
and expert alike with valuable nuggets, practical case studies, and core consumer
insights that underpin the tremendous opportunity of the Hispanic market and
clearly highlight overall impact on the “now” generation of growth markets.”
Cynthia Nelson, President, Todo Bebe
“In their lively conversational style, Felipe and Betty Ann Korzenny provide real live
case studies packed with practical advice that show you how to develop winning
strategies to beat your competitors. Hispanic Marketing: Connecting with the
New Latino Consumer , Second Edition is your one-stop source for everything you
need to boost sales, launch new products, and increase your Hispanic market share.”
Charles Patrick Garcia, President, Garcia Trujillo
“Felipe and Betty Ann Korzenny are the preeminent experts on Hispanic marketing.
There is research and there is real world experience – nowhere will you find a more
practical and salient distillation of what it takes to be successful in the Hispanic
market place than in this book.”
Michael Durance, CEO, Call Genie
Click here for Felipe Korzenny’s author profile
Click here for Betty Ann Korzenny’s author profile
Wednesday, June 15, 2011
Leading the Future of Electronics in the Multicultural Marketplace
Our Spring 2011 national online multicultural consumer data shows that Latinos and other emerging minorities are not only leading in online presence with blogs and websites, but also in their use of gadgets that reflect the future of communications.
To my surprise Hispanics who responded in English lead both in their current ownership of electronic book readers and electronic tablets. Those who responded in Spanish are the most aspirational indicating they plan to have one of each within next year. In general, all minority groups have a higher incidence of current ownership and of the aspiration to own these devices.
Why is this surprising? It is surprising because even though all these respondents are online, it has traditionally been assumed that Latinos and other minorities read less than non-Hispanic Whites, and that their lesser affluence prevents them from innovating. That does not seem to be true at all. When online, these minorities appear to favor new interfaces to be exposed to reading content. The same is true regarding tablets. Tables overlap with electronic book readers to some extent but open ample possibilities for the exploration of multiple types of content and interactivity.
Why is this important to marketers? I think that these findings are enormously symptomatic of the eagerness of Latinos and other emergent minorities to own new technologies. Thus they are more likely to lead and further consolidate their position as innovators in the digital era. Marketers should consider paying more attention to these groups since they are the ones more apt to serve as role models to others in the use of new technologies.
In the classic distribution of innovativeness roles, minorities appear to have a higher incidence of those who take risks and try new technologies first. These are the people who others will look up to and follow. Emerging minorities should now be considered the leading edge in technology adoption. Online and off-line media strategies should consider closely the messaging that is more likely to resonate with these culturally diverse groups.
These findings highlight where marketing emphasis should be placed. And that is not just for the technology itself but also for the content that needs to be made available via these devices.
The data for this study was collected during March 2011. This online sample was comprised of 500 respondents per segment, for a total of 2,500, based on quotas by gender, age, and geographic location. DMS Insights managed the sample and data collection and they graciously contributed their effort to the academic program of the Center for Hispanic Marketing Communication at Florida State University. This study was conducted by the faculty and students of the graduate Multicultural Marketing Communication course offered by FSU.
To my surprise Hispanics who responded in English lead both in their current ownership of electronic book readers and electronic tablets. Those who responded in Spanish are the most aspirational indicating they plan to have one of each within next year. In general, all minority groups have a higher incidence of current ownership and of the aspiration to own these devices.
Why is this surprising? It is surprising because even though all these respondents are online, it has traditionally been assumed that Latinos and other minorities read less than non-Hispanic Whites, and that their lesser affluence prevents them from innovating. That does not seem to be true at all. When online, these minorities appear to favor new interfaces to be exposed to reading content. The same is true regarding tablets. Tables overlap with electronic book readers to some extent but open ample possibilities for the exploration of multiple types of content and interactivity.
Why is this important to marketers? I think that these findings are enormously symptomatic of the eagerness of Latinos and other emergent minorities to own new technologies. Thus they are more likely to lead and further consolidate their position as innovators in the digital era. Marketers should consider paying more attention to these groups since they are the ones more apt to serve as role models to others in the use of new technologies.
In the classic distribution of innovativeness roles, minorities appear to have a higher incidence of those who take risks and try new technologies first. These are the people who others will look up to and follow. Emerging minorities should now be considered the leading edge in technology adoption. Online and off-line media strategies should consider closely the messaging that is more likely to resonate with these culturally diverse groups.
These findings highlight where marketing emphasis should be placed. And that is not just for the technology itself but also for the content that needs to be made available via these devices.
The data for this study was collected during March 2011. This online sample was comprised of 500 respondents per segment, for a total of 2,500, based on quotas by gender, age, and geographic location. DMS Insights managed the sample and data collection and they graciously contributed their effort to the academic program of the Center for Hispanic Marketing Communication at Florida State University. This study was conducted by the faculty and students of the graduate Multicultural Marketing Communication course offered by FSU.
Saturday, May 28, 2011
Emerging Minorities, Concern for the Environment, and What Marketers Can Do
When I was growing up in Mexico City my father and mother always told me not to keep the faucet running because wasting water was bad. Then they told me not to throw things away because some day I can reuse them. I saved cans, jars, bottles, bags, and was very careful not to leave the faucet running while washing dishes or shaving. And, of course, you would not dream of leaving the lights on when nobody was in a room. That was such a waste of electricity.
Perhaps we were so thrifty because that was the economical thing to do at the time. But we were also frugal because resources were scarce and we did not want to waste them. For example we did not have all the water we needed. They would sometimes cut it systematically at different times during the day. Electricity was a similar problem.
I have noticed that Hispanics coming from Latin America, similar to my youth case, are also frugal with resources even if they have money to buy what they need. I have been curious to know if it is a general phenomenon that Latinos are more concerned with the environment than others.
According to our recent 2011 FSU – DMS Multicultural Marketing study we found that in fact, Hispanics that still prefer to communicate in Spanish are the most concerned with the environment compared to anyone else. Further, minorities are generally more concerned than non-Hispanic Whites after conducting statistical tests of significance. Here are the averages on a scale from 0 to 5 in terms of agreement with the statement: “Humans are severely abusing the environment.”
This belief reflects an attitude of concern for the environment that should be noticed by marketers. Products and messages directed to Latinos and other minorities are likely to have stronger resonance if they address how a company is doing something for the environment, and that their products are green.
It is not intuitive that Hispanics who prefer Spanish are most strongly concerned with the environment. Particularly not to those marketers who do not share their history of environmental chaos and deprivation. Further, Latinos who prefer English, along with African Americans and Asians, share a stronger concern for the environment than their non-Hispanic White counterparts, and that is not intuitive either. It is perhaps that those who have had to live with the consequences of environmental degradation are now turning more conscientious about it.
The lesson of the story is that emerging minorities are likely to embrace green and marketers should make that part of their agenda. Perhaps green is the new “green.”
The data for this study was collected during March 2011. This online sample was comprised of 500 respondents per segment, for a total of 2,500, based on quotas by gender, age, and geographic location. DMS Insights managed the sample and data collection and they graciously contributed their effort to the academic program of the Center for Hispanic Marketing Communication at Florida State University. This study was conducted by the faculty and students of the graduate Multicultural Marketing Communication course offered by FSU this Spring.
Perhaps we were so thrifty because that was the economical thing to do at the time. But we were also frugal because resources were scarce and we did not want to waste them. For example we did not have all the water we needed. They would sometimes cut it systematically at different times during the day. Electricity was a similar problem.
I have noticed that Hispanics coming from Latin America, similar to my youth case, are also frugal with resources even if they have money to buy what they need. I have been curious to know if it is a general phenomenon that Latinos are more concerned with the environment than others.
According to our recent 2011 FSU – DMS Multicultural Marketing study we found that in fact, Hispanics that still prefer to communicate in Spanish are the most concerned with the environment compared to anyone else. Further, minorities are generally more concerned than non-Hispanic Whites after conducting statistical tests of significance. Here are the averages on a scale from 0 to 5 in terms of agreement with the statement: “Humans are severely abusing the environment.”
This belief reflects an attitude of concern for the environment that should be noticed by marketers. Products and messages directed to Latinos and other minorities are likely to have stronger resonance if they address how a company is doing something for the environment, and that their products are green.
It is not intuitive that Hispanics who prefer Spanish are most strongly concerned with the environment. Particularly not to those marketers who do not share their history of environmental chaos and deprivation. Further, Latinos who prefer English, along with African Americans and Asians, share a stronger concern for the environment than their non-Hispanic White counterparts, and that is not intuitive either. It is perhaps that those who have had to live with the consequences of environmental degradation are now turning more conscientious about it.
The lesson of the story is that emerging minorities are likely to embrace green and marketers should make that part of their agenda. Perhaps green is the new “green.”
The data for this study was collected during March 2011. This online sample was comprised of 500 respondents per segment, for a total of 2,500, based on quotas by gender, age, and geographic location. DMS Insights managed the sample and data collection and they graciously contributed their effort to the academic program of the Center for Hispanic Marketing Communication at Florida State University. This study was conducted by the faculty and students of the graduate Multicultural Marketing Communication course offered by FSU this Spring.
Friday, May 6, 2011
Friends' Talk in Marketing to a Multicultural Nation
In our most recent survey in March 2011, we asked people how much time they spend on an average week speaking in Spanish or in another language with their friends. This is pretty interesting to marketers because many times assumptions about language are polarized and largely misinterpreted.
The responses to our survey suggest that Hispanics that prefer Spanish, and to some extent Latinos who prefer English, and Asians, work double duty in satisfying their communications with friends. Hispanics who speak Spanish report about double the amount of friendly communication time per week than anyone else. Perhaps it is their mixing languages that create this impression of much more communication with friends. Then, on the other hand it can be that their culture of origin actually compels them to be more communicative.
Symptomatic and very interesting is that about 25% of the communication with friends among those Latinos who prefer English is still in Spanish. It looks like the Spanish language is not fully abandoned but that it is part of the online Latino daily life. They talk in Spanish with friends quite often.
When you compare across all ethnicities, non-Hispanic Whites seem to be the ones who spend the least amount of time per week communicating with friends. And that may be true if prior anthropological literature on individualism is accurate. Why bother talking with so many people?
The implications of these findings are of relevance to marketers on several levels. First , online Latinos who prefer Spanish may best be reached in both languages. Second, having a second language may amplify the repertoire of friendly connections people have and marketers need to be aware of that in creating outreach strategies.
In addition, this research confirms that language variety in reaching culturally diverse audiences may be well advised. Simply stated, marketing communications in diverse languages may not be a luxury but an important way of connecting with consumers.
The data for this study was collected during March 2011. This online sample was comprised of 500 respondents per segment, for a total of 2,500, based on quotas by gender, age, and geographic location. DMS Insights managed the sample and data collection and they graciously contributed their effort to the academic program of the Center for Hispanic Marketing Communication at Florida State University. This study was conducted by the faculty and students of the graduate Multicultural Marketing Communication course offered by FSU this Spring
The responses to our survey suggest that Hispanics that prefer Spanish, and to some extent Latinos who prefer English, and Asians, work double duty in satisfying their communications with friends. Hispanics who speak Spanish report about double the amount of friendly communication time per week than anyone else. Perhaps it is their mixing languages that create this impression of much more communication with friends. Then, on the other hand it can be that their culture of origin actually compels them to be more communicative.
Symptomatic and very interesting is that about 25% of the communication with friends among those Latinos who prefer English is still in Spanish. It looks like the Spanish language is not fully abandoned but that it is part of the online Latino daily life. They talk in Spanish with friends quite often.
When you compare across all ethnicities, non-Hispanic Whites seem to be the ones who spend the least amount of time per week communicating with friends. And that may be true if prior anthropological literature on individualism is accurate. Why bother talking with so many people?
The implications of these findings are of relevance to marketers on several levels. First , online Latinos who prefer Spanish may best be reached in both languages. Second, having a second language may amplify the repertoire of friendly connections people have and marketers need to be aware of that in creating outreach strategies.
In addition, this research confirms that language variety in reaching culturally diverse audiences may be well advised. Simply stated, marketing communications in diverse languages may not be a luxury but an important way of connecting with consumers.
The data for this study was collected during March 2011. This online sample was comprised of 500 respondents per segment, for a total of 2,500, based on quotas by gender, age, and geographic location. DMS Insights managed the sample and data collection and they graciously contributed their effort to the academic program of the Center for Hispanic Marketing Communication at Florida State University. This study was conducted by the faculty and students of the graduate Multicultural Marketing Communication course offered by FSU this Spring
Thursday, April 28, 2011
Choice of Media Language when Marketing to Latinos
See the video of the interview here:
http://www.youtube.com/watch?v=wch9u79bbeY&feature=player_profilepage
http://www.youtube.com/watch?v=wch9u79bbeY&feature=player_profilepage
Friday, April 22, 2011
The Multicultural Face of Smart Phones and Unlimited Data Plans
A week ago we reported on some of the new data from the Florida State University Center for Hispanic Marketing Communication and DMS Insights Multicultural Marketing Study. Those findings revealed that Hispanics are digital pioneers in having blogs and personal websites.
Much speculation and some research has claimed that Hispanics are leading in the area of Smart Phone usage. With the our sample of 2,500 respondents nationwide (500 per segment), we found that this year online Hispanics who prefer Spanish, Asians, and Hispanics who prefer English lead in having smart phones over other segments. This is most pronouncedly true when comparing them to non-Hispanic Whites. Close to 50% of these online segments have a smart phone now!
Having a Smart Phone, to be truly useful requires of an unlimited data plan. Fifty six percent of online Latinos that prefer Spanish have an unlimited data plan. A much higher proportion that all other segments, but particularly much higher than non-Hispanic Whites of whom only 32% claim having an unlimited data plan.
These findings are not only surprising but outstanding in portraying Hispanics as the most aggressive users of mobile technology for internet navigation and use. These individuals are disproportionally using the potential of new media to connect to their virtual world. This may be related to the need for connectivity that Latinos have continuously expressed. Also, it seems to be related to liberation that these technologies offer. Mobility and connectivity appear to be prime values for Hispanic consumers.
Mobile manufacturers and service providers should study this phenomenon in greater depth. What is the meaning of having Latinos be the leaders in this digital era? How can they influence others? What is their role in promoting the use of mobile digital communications? How do their tastes and preferences shape the future of technology use in the United States? These and other questions are of great importance but the key elements here are the raw results. Latinos are venturing faster into digital mobility, and are placing their resources and trust in these new ways of communicating.
The data for this study was collected during March 2011. The online sample was comprised of 500 respondents per segment, for a total of 2,500, based on quotas by gender, age, and geographic location. DMS Insights managed the sample and data collection. This study was conducted by the faculty and students of the graduate Multicultural Marketing Communication course offered by FSU this Spring
Having a Smart Phone, to be truly useful requires of an unlimited data plan. Fifty six percent of online Latinos that prefer Spanish have an unlimited data plan. A much higher proportion that all other segments, but particularly much higher than non-Hispanic Whites of whom only 32% claim having an unlimited data plan.
These findings are not only surprising but outstanding in portraying Hispanics as the most aggressive users of mobile technology for internet navigation and use. These individuals are disproportionally using the potential of new media to connect to their virtual world. This may be related to the need for connectivity that Latinos have continuously expressed. Also, it seems to be related to liberation that these technologies offer. Mobility and connectivity appear to be prime values for Hispanic consumers.
Mobile manufacturers and service providers should study this phenomenon in greater depth. What is the meaning of having Latinos be the leaders in this digital era? How can they influence others? What is their role in promoting the use of mobile digital communications? How do their tastes and preferences shape the future of technology use in the United States? These and other questions are of great importance but the key elements here are the raw results. Latinos are venturing faster into digital mobility, and are placing their resources and trust in these new ways of communicating.
The data for this study was collected during March 2011. The online sample was comprised of 500 respondents per segment, for a total of 2,500, based on quotas by gender, age, and geographic location. DMS Insights managed the sample and data collection. This study was conducted by the faculty and students of the graduate Multicultural Marketing Communication course offered by FSU this Spring
Friday, April 8, 2011
Latinos Are Digital Innovators
We just finished collecting data for our multicultural marketing study (Florida State University's Center for Hispanic Marketing Communication with the collaboration of DMS Insights). The suprise, again this year, 2011, is that once Latinos are online they are more likely than other cultural groups to innovate in the digital space.
In this new study we found that Hispanics in general and Asians are more likely to have a blog than anyone else. Perhaps even more surprising is that Latinos who prefer to answer in Spanish are more likely than anyone else to have a website of their own.
We have found this tendency over the past 5 years, and it continues. It would have been expected that over time, members of other cultural groups would catch up and even out the field. That has not been the case. What that tells us is that Latinos are truly engaged with online technology.
The reasons for these trends are most likely related to the collectivism of these consumers. They want to share their experience with others who are important to them. These findings have strong implications for marketers. If Hispanics are online leaders, who do you approach to disseminate the news about your products? Latinos are the arrowheads into a new era of virtual experience. Their behavior is particularly interesting because traditional marketing stereotypes have usually placed Hispanics as laggards in the digital space. They are not. They are innovators who strongly engage with new media because allows them to have a voice and a forum for their points of views, images, and ideas. Blogs and personal websites constitute a newly discovered freedom of expression and sharing. Latinos are at the vanguard of taking advantage of this freedom. Marketers should take note of this important trend when planning how to get their products and services in the new and changed multicultural environment.
Have a Blog
Have a Website
The data for this study was collected during March 2011. The online sample was comprised of 500 respondents per segment, for a total of 2,500, based on quotas by gender, age, and geographic location. DMS Insights managed the sample and data collection. This study was conducted by the faculty and students of the graduate Multicultural Marketing Communication course offered by FSU this Spring.
In this new study we found that Hispanics in general and Asians are more likely to have a blog than anyone else. Perhaps even more surprising is that Latinos who prefer to answer in Spanish are more likely than anyone else to have a website of their own.
We have found this tendency over the past 5 years, and it continues. It would have been expected that over time, members of other cultural groups would catch up and even out the field. That has not been the case. What that tells us is that Latinos are truly engaged with online technology.
The reasons for these trends are most likely related to the collectivism of these consumers. They want to share their experience with others who are important to them. These findings have strong implications for marketers. If Hispanics are online leaders, who do you approach to disseminate the news about your products? Latinos are the arrowheads into a new era of virtual experience. Their behavior is particularly interesting because traditional marketing stereotypes have usually placed Hispanics as laggards in the digital space. They are not. They are innovators who strongly engage with new media because allows them to have a voice and a forum for their points of views, images, and ideas. Blogs and personal websites constitute a newly discovered freedom of expression and sharing. Latinos are at the vanguard of taking advantage of this freedom. Marketers should take note of this important trend when planning how to get their products and services in the new and changed multicultural environment.
Have a Blog
Have a Website
The data for this study was collected during March 2011. The online sample was comprised of 500 respondents per segment, for a total of 2,500, based on quotas by gender, age, and geographic location. DMS Insights managed the sample and data collection. This study was conducted by the faculty and students of the graduate Multicultural Marketing Communication course offered by FSU this Spring.
Tuesday, April 5, 2011
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