Bicultural America: The blending of the Hispanic Culture

Written by Alessandra Martinho on . Posted in Marketing, U.S. Hispanic

Bicultural America

Bicultural America

Biculturals are individuals who equally navegate two distinct cultures. The term is also used to describe second and third generation Latinos in the United States. This group is made up of a younger population and is fast growing. You can already see their influence in many regions, blending their culture into a bicultural America.

Some of the areas where Biculturalism has become the norm are Miami, Florida and the U.S./Mexico border region in places such as Tijuana/San Diego. In these areas the combination of English and Spanish in advertising has become a leading trend. From billboards in both languages, to Hispanic radio stations playing Latin music with English commercials, and websites with optional English and Spanish versions, these have become the best way to target this audience. 

Essential Ingredients of the Recipe

Written by Angélica Márquez on . Posted in Marketing, U.S. Hispanic

Growing Ethnic Group that needs to be part of the change

Growing ethnic groups that needs to be part of the change

In the 60’s a truly fun food, fondue, became popular. It’s a dish of European origin that consists of a variety of melted cheese eaten with pieces of bread, vegetables, and – these days – of anything that can accompany cheese.

Like fondue, the United States is a country with a population that, like the cheese, have different origins and which over time have become members of this nation. Among the different groups that make up the country, Latinos have stood out and now, as was to be expected, have been deemed the majority ethnic population in one more state. California now has 39% of its residents from Latin America. Together with New Mexico, we’re now the second state in which we’re the majority.

Next Stop: World Cup Brazil 2014 – Advertisers’ Doors are Closing!

Written by Pablo Rivera on . Posted in Marketing, Sports

Soccer fans watching the game

Soccer fans watching the game

As we all know, the 2014 World Cup is less than three months away, and there is a global buzz and excitement from everyone. Players who will be competing are eager to get to the field and start playing, fans can’t wait to get together with friends to watch their favorite team compete, and brands/advertisers are all over the map trying to figure out how and who to reach during this amazing worldwide tournament.

This is always the question from anyone trying to reach a specific audience. In my experience in advertising, I have come up with three small recommendations that would make a huge difference to brands that are trying to put their name on this specific period of time that only happens once every four years:

Number one is get involved. What I mean here is know the rules, the history of past World Cups, the players, know the game etc.. By learning this, you will not just be more knowledgeable about the game, but you will enjoy creating a plan while strategizing on who and how to reach your audience during this tournament. While learning the game, your doors will open to see what other competitors are doing to attract the specific viewer, and you will also find out who the viewers are.

Advertising in Latin America

Written by Alejandra Arce-Salazar on . Posted in Americas, Central America, Marketing, South America

Advertising in Latin America

Advertising in Latin America

Latin America marks a great opportunity for brand and media buyers that are looking to expand their reach in emerging markets. In Mexico alone, eMarketer estimates that total media advertising investment was $5.2 billion in 2012. However, an understanding of the cultural nuances of each country in Latin America is as important as the financial and operative complexities of the region.

On a very simple level, the understanding of cultural nuances and the way you need to communicate country-by-country is crucial. You can’t take a US campaign, translate it into Spanish, and implement it in Latin America. It’s also necessary to be aware of the differences among the countries. In some countries, the informal “Tú” form of address is used, and in other countries the formal address “Usted” is used.

Are We Open-minded or Disloyal?

Written by Angélica Márquez on . Posted in Americas, Marketing, U.S. Hispanic

Cultural adaptation and acceptance

Cultural adaptation and acceptance

The United States is the country with the largest concentration of immigrants in world according to a study made by the United Nations. A grand total of 45.8 million immigrants currently live in the United States. A big percentage that adds up to 17.4 million are originally from Mexico and Latin America, they are people who have left their home in search of the so called “American Dream” in hope of having more accessibility to a well/reasonable paid jobs, higher education and overall to provide for their families a better life style. There many more reasons why people come to this country, but no matter how long or how little we’ve been here, there’s no doubt we are always proud of where we came from and not just because we now live here and embrace what we’ve got
means that we are betraying our culture and our long lived traditions.