Friday, March 19, 2010

The Next Level of Impact

A true impact

Chiqui Cartagena, a Hispanic market thought leader, recently wrote an excellent post entitled "Who Are We Really? And Why Marketers Should Care" over at Adage. Here's a snippet:

We need to stop using old, stereotypical definitions of groups -- such as "general market" and, yes, "multicultural market" (neither of which mean anything, really) -- and start thinking about consumers and treating them as real people going through real life stages whose cross-cultural identity affects the way they consume products or services, communicate and behave.

Chiqui makes an excellent point about the need for marketers to go beyond the labels and understand the cultural, personal, and societal impact we have in America. Going beyond the labels will help us all to grasp the fibers of cultural richness that exude from all angles.

Those of us who recognize and agree with Chiqui's insight should be inspired to take our dynamic and different approaches to the next level. Our efforts should lead to an end result fertile with creativity, innovation, and inspiration. Only then will we truly go beyond the norms of business as usual.

Wednesday, March 17, 2010

Five Rules of Engagement: Targeting Hispanics Online

Trust and engagement are two important elements of successful social media participation. Marketers and publishers alike understand the megaphone nature of sites such as twitter. Hence, we see the constant barrage of “Follow us on twitter” or “Friend us on Facebook” across various print, radio, and digital advertising campaigns. Recognition of the importance of social media and the various conversations taking place online seems to have hit mainstream.

And for good reason.

Check out my complete guest post over at the fantastic Latino Rebranded blog of Louis Pagan.

Thursday, March 11, 2010

Validation: The 2010 Census

The race is on to get Latinos to participate in the 2010 Census. We have articles and blog posts popping up left and right about the sentiments towards participation and efforts aimed at getting Hispanic audiences to respond.

Voto Latino is teaming up with the Mexican American Legal Defense and Educational Fund in an effort to push for robust Hispanic Youth participation.

Participation is a good thing.

However, there's a hidden message about this 2010 Census that isn't getting as much attention and that is the essence of validation. The data gathered will help to validate the size, impact, and importance of the Hispanic market in the U.S.

For marketers, the information gathered will truly serve as a gold mine.

For Latinos, the results will prove to be dynamic and help solidify Hispanics as the future of America and a population segment of an importance that cannot be overstated.

It's truly an exciting time.

Tuesday, March 2, 2010

The Fibers of Multiculturalism

The fibers of diversity

"Marketers, in their efforts to connect with consumers can consider that accepting the differences of Latinos promotes their harmonic integration in a multicultural society." - Dr. Felipe Korzenny

A harmonic integration is built on several important components. Here are a few important keys to creating an environment where the synergistic mix of various cultural variables can thrive:

Recognition - Understanding that various cultures in our society offer a wealth of positive and diverse elements that can help further the health and quality of life in America.

Participation - Make an effort to join the conversations and participate in activities that allow for a multicultural society.

Amplification - Where the synergy takes place and allows for increased assimilation and diversity.

A key point of consideration is that Latinos are ready and willing to explore the cultural fabric of America while staying true to their cultural roots.