Archive for February, 2010

Has Creative Become a Commodity?

Written by Marks on . Posted in Marketing

Proverbial Bean Counter

Proverbial Bean Counter

It has been said that advertising is the second oldest profession. If that is so, then creative services must be almost older than dirt. Which begs the question in today’s turned on, linked-in, digital age (we aren’t talking fingers and toes here), does creative still have the value that it did in days past? I mean, are impressions and clicks more important than the message? Does pounding the message home in plain old black and white Times New Roman or Arial do the same heavy lifting as a thoughtful, creative, crafty and well-executed ad, video, sound bite, etc.? Or is beauty merely in the eye of the beholder?

With more and more people gaining access to more and more technology and more and more tools that were once the domain of the creative geniuses, that distinction becomes fuzzier and fuzzier. Suddenly it seems that almost everyone is a “designer,” “photographer,” “film maker,” or “internet guru.” Does that trump the odd “SEO Master” or “Conversion Specialist?” Hell no. They all have their roles and they all have their importance. And as media and marketing continue to that finely honed point of conversion to gain the eyes, ears and dollars, Euros, yen and pesos of consumers (and we are ALL consumers of some sort or another), creative approaches to messaging will still be vital, needed and valued. Smart marketers know this. Smart consumers respond to it. No matter what the language and no matter what the conventional “wisdom” of the bean counters. It still helps to know beans about creative messaging.

OMExpo Latino 2010: Don’t miss it

Written by Pedro on . Posted in Marketing

OMExpo Latino 2010

OMExpo Latino 2010

The organization Eventos OME S.L. will host the conference  OMExpo Latino 2010. Eventos OME S.L. organizes the most important annual event in the digital marketing sector in Spain, OMExpo Madrid, with over 100 exhibitors. This is all a gamble for the lucrative Latin American market every day.

This first annual event will take place at the WTC of São Paulo, Brazil, on May 19th and 20th 2010.  As of this date, there will be 50 exhibitors, 70 invited speakers and over 2,000 registered attendees. OMExpo Latino will also be supported by the Latin American offices of the IAB.

Among the highlights of the conference include presentations by Chris Anderson (author of “The Long Tail” and “Free”); Lars Bastholm (Head of Creative Digital for Director North America);  Rand Fishkin (CEO and cofounder of SEOmoz); and Leo Prieto (Founder of Betazeta).

At the end of this year, one day conferences on digital marketing will be held in other Latin American cities; this is a great reason for telling the boss that you simply have to attend these events, and also spend a few days in, say, Buenos Aires….

What’s in a name?

Written by Susan on . Posted in Hispanic, Marketing

Salma Hayek (Lebanese father)

Salma Hayek (Lebanese father)

On this blog, we have discussed the nature of Latino identity here and here, and it is certainly an inexhaustible topic. The mestizo, or mixed, nature of Latino identity means that Latinos can be all things- a basic definition of Latino could simply be someone with origins in a Latin American country (including Brazil). Yet many people have an idea of what a Latino should look and sound like- and what a Latino is based on his or her name. It is this last misconception I’d like to address.

Many people, including Latinos themselves, expect all Latinos to have typically Hispanic last names such as Garcia, Hernandez, Reyes, and Lopez. Yet the rich history of Latin America includes not just the colonization of native peoples by the Spanish, but in many cases, waves of immigration from all over the world. Argentina in particular  received thousands upon thousands of immigrants at the end of the 19th century, at a rate similar to that of the United States. The resulting diversity is reflected in notable Latin Americans with varying heritages, including:

Mexican artist Frida Kahlo (German father), Colombian singer Shakira Mebarak (Lebanese father), Mexican-American actor Anthony Quinn (Irish descent), former Argentinean President Carlos Menem, the son of Syrian immigrants (in fact, three ex-Presidents of Ecuador were of Lebanese descent), former Peruvian President Alberto Fujimori (Japanese parents), Mexican television actress Nailea Norvind (Danish mother), Uruguayan singer Jorge Drexler (German Jewish ancestry), Academy Award-winning Mexican cinematographer Emmanuel Lubezki (of Polish Jewish descent), Uruguayan actress Barbara Mori (Japanese descent), Cuban artist Wilfredo Lam (Chinese/Afro-Cuban), the hero of the Chilean Independence movement, Bernardo O’Higgins (Irish descent), and well, the list could go on and on and on!

Don’t forget that Mexicans from the southern part of the country and many Guatemalans often have Mayan surnames, not Spanish, such as Guatemalan Nobel Prize-winner Rigoberta Menchu.

So the next time you find yourself thinking, “Wait, he can’t be Latino, what about his name??”, remember the remarkable internal diversity within each Latin American country, and in this country as well.  Latinos are a people of mixed race, and have every complexion, face and name under the sun.

Birth vs. Immigration: The New Hispanic Marketing Challenge

Written by Susan on . Posted in Marketing

American-born Latinos

American-born Latinos

A new review of U.S. Bureau of Census data reveals some new insight to the U.S. Hispanic population.  Though it is widely assumed that the growth in this group is due to an increase in immigration, whether legal or illegal, the data reveal that a large amount of this growth is because of a large number of U.S. births to older Hispanics, a majority of them being foreign born.  This sentence jumped out: “Within those under 18 years of age, a staggering 91% were native born, and that provides a good indication of what type of growth to expect in the near future.”

The marketing implications are both unclear and clear.  Media content producers, advertisers, and marketers know that Latinos are younger and younger, make up a growing percentage of Americans, and have ties to the U.S. as any American born in America would. But will their ties to the culture of their parents be strong or weak?  Will marketing to these young people be no different than marketing to any young American?  The article cited above includes states that the identity of these youngsters will include “the roots from Latin America, influences from the US, and the synergy of living a Latino life in the United States.”

U.S. Broadband Access: Progress Report

Written by Christopher Stanley on . Posted in Hispanic, Marketing

NTIA - National Telecommunications and Information Administration

NTIA - National Telecommunications and Information Administration

The U.S. Department of Commerce’s National Telecommunications and Information Administration (NTIA) released their research preview report that cites some very interesting findings related to broadband internet usage in the U.S.

Here is a quote from the 1st paragraph: ” The release of this report, Digital Nation: 21st Century America’s Progress Toward Universal Broadband Internet Access, by the U.S. Department of Commerce occurs at a critical juncture in the nation’s quest for universal broadband Internet access. The report confirms that at the end of the first decade of the 21st Century, too many Americans still rely on slow, narrowband Internet access or do not use the Internet at all. This fact and others revealed in the report underscore the importance of the Administration’s policy objective to ensure that all Americans have affordable access to broadband Internet services.”

While broadband internet activity has increased dramatically over the first decade of the 21st century many of the traditional differences between groups persists.

On the high end are the groups that skew younger, have higher incomes, Asians and Whites , employed and married couples are more likely to use broadband at home.  Conversely those with lower income, less educated, non-family, unemployed, seniors and minorities continue to fall behind.

Some quick stats from the report which you can read fully here.

  • 63.5 percent of U.S. households used high speed Internet service as of October 2009
  • Increase of 25 percent from October 2007 (2 years earlier)
  • Persons 18-24 have the highest broadband use at home.
  • Asian non-Hispanics led all groups.
  • 84 percent of those with college degrees had broadband access at home versus only 28 percent with less than a high school diploma.

For everyone involve in marketing there are implications to be found in this report and I recommend that you give it a quick read.

NTIA_Reasons for no broadband