Archive for the ‘Word-of-Mouth’ Category
Generation Ñ, The New General Market
The U.S. Hispanic market has reached a tipping point. Current trends suggest expanding influence will blur the lines and Hispanic and general markets will collide. The resulting merger will reveal a new, younger American consumer market with a heightened element of Latino flair.
By Richie and Lucía Matthews, PODER Hispanic Magazine
Approximately one in six Americans is of Hispanic descent or origin. More than half are under the age of 26 and by 2020, the number of Hispanic teens is expected to increase by 62 percent as compared to 10 percent growth in the number of teens overall. Hispanic youth are a powerful consumer force underlining the Latino presence in general consumer market culture. Typically English speaking, or at English preferred, socially connected and heavy technology users, Latino teens, “Generation Ñ” are leading the way in general market infiltration.
However, one of the most startling facts is that for the first time, Hispanic births have surpassed the total number of Anglo births in many counties across the nation. The future of the general market may be upon us.
To keep up with the Hispanic baby boom, more businesses are courting young, tech savvy Hispanic consumers; incorporating online communities and social networks within their corporate marketing strategy. As these domains increasingly become a fundamental component for professional success, local companies are looking to experts on the forefront of this industry to understand the extent of the benefits Web 2.0 tactics have to offer.
Technology and innovation have been driving forces for increased inter-connectivity. Many young, socially connected Hispanics are on the forefront of this new society. Their affinity for Internet technologies will advance Latinos as business strategies are increasingly built within online models.
The growing impact of the Hispanic community online is an area requiring enhanced corporate attention. U.S. Hispanic purchasing power is projected to reach as much as $1.3 trillion by 2015. During the past decade, the rate of growth was more than two times the overall national rate. That is a rate worth targeting. The considerably young, up-and-coming Hispanic population has been dubbed media mavens for their avid technology and internet usage and thus can be successfully reached through online strategies.
Some entrepreneurs and consumer brands have been aware of the vitality of communicating with Latinos through technology for years. In June, Sprint rolled out EVO, the First 4G phone in the U.S. To lead this consumer technology race, Sprint has coupled the power of crowd sourcing and social media with Hispanic kids. Sprint is co-opting Latino youth to help propel EVO’s brand message. Sprint’s EVO efforts began with young Hispanic consumers by initiating interaction with their product. Since EVO’s HD video allows consumers to capture and share live video via the Facebook, YouTube and Twitter, social media maven took to the product immediately as ambassadors to other Generation Ñ influencers. By sourcing and leveraging young Latino consumers Sprint received better insight into the culturally relevant nuances ofGeneration Ñ and the overall Hispanic consumer segment.
Entrepreneur Eddie Batiz has built his career around empowering young people through media, technology, and information particularly among Hispanics. Through www.compralatino.com Batiz is tapping into the online retail market among Hispanic consumers by using a “Amazon meets Mercado Central” model. The Compralatino model is transparent and empowering for many of its users. Batiz has been at the forefront of online communities and social networks by not manipulating or degrading his customer’s conversation. His users receive positive word-of-mouth around their brand through a viral loop model: turning selected consumers into spontaneous carriers of the message.
Hispanics will continue to be a critical part of the U.S. economic system. This segment’s affinity for technologies that ease communicating across geographic boundaries, allow interaction, build communities for like-minded individuals and provide entertainment will affect the way companies approach business.
Marketers with established working models for communicating with Hispanics through technologies can guide the corporate world over the threshold into the new age of technological advancements.
Those who have a stake in understanding the U.S. market should pay enhanced attention to the nuances and complexities of the Latino population. U.S. Hispanics assimilate while maintaining strong ties to cultural traditions and value systems. The resulting assimilated segment is permeating boundaries and forever changing the American consumer market.
DIÁLOGO wins the Best Mid-Size Business of the Year Award, from the San Diego County Hispanic Chamber of Commerce
DIÁLOGO, San Diego’s largest Hispanic-focused public relations firm has won the 2010 San Diego County Hispanic Chamber of Commerce Best Mid-Size Business of the Year Award at the chamber’s annual gala which was held on Saturday, September 18.
DIÁLOGO Wins Best California PR Agency Using Social Media to Reach Latinos Award
DIÁLOGO, the fastest growing Hispanic-focused public relations firm in California has won the Latino in Social Media (LATISM) Best California Public Relations Agency Using Social Media to Reach Latinos award at LATISM’s gala on Saturday, September 18. The four other finalists were Axis, Edelman Digital, RLPR and VPE PR.
“Sieena Taps DIÁLOGO for National Representation”
Sieena, a software development firm specializing in Microsoft technologies, is taking its media relations to DIÁLOGO.
Latina Entrepreneurs’ Impact on the U.S. Business Scene
The National Women’s History Project (NWHP) brings the contributions of Latinas to the forefront of public discourse.
By Alice Gomez and Lucia Matthews, for PODER Hispanic Magazine.
Over the years Latina entrepreneurs have made a strong impact on the U.S. business scene. The Hispanic population is the largest and fastest growing minority group. According to the U.S. Census Bureau, the U.S. Hispanic population was 46.9 million in 2008; a 3.2 percent increase from 2007, meaning almost one in six American is of Hispanic descent. The large Hispanic influence has resulted in an economy robust with innovative Latina entrepreneurs. This month is Women’s History Month and various individuals, organizations and institutions are putting forth efforts towards recognizing the importance of female societal contributions.
This year marks the 30th anniversary of the National Women’s History Project (NWHP), which serves as a catalyst for promoting women as leaders and influential societal forces. The focus for this year’s theme is ‘Writing Women Back into History’. Mainstream historical accounts have largely undermined female contributions in society. The accomplishments of minorities tend to also receive a diminished role in typical historical reports. Therefore, Latinas face a double discrimination.
To honor the theme the NWHP has developed a nation-wide program highlighting outstanding women and their achievements. The organization places an emphasis on featuring positive role models and the importance of women from all backgrounds.
According to the NWHP, when the effort began in the eighties less than 3% of the content of teacher training textbooks mentioned the contributions of women and when included, women were usually written in as mere footnotes. Women were deprived of female role models. Today the web contains millions of citations professing the accomplishments of women and Latinas specifically.
Accrediting women for the work they have done opens doors for other women to follow their lead. Lisa Garcia-Ruiz, founder of The Grant Hunter, a consulting service that helps its clients seek funding sources, was motivated by the accomplishments of others.
“I have been inspired by other strong women entrepreneurs who have been able to create a business that allows them to make a difference, make money and have time for their families as well” Ruiz said.
For Latinas culture is an important influence in business endeavors and thus should be celebrated as playing a part in their success. Lilian de la Torre-Jiménez, Publisher of Bodas USA La Revista, the first Spanish-language bridal magazine in the U.S., notes the significance her Hispanic heritage has on her business.
“Being Hispanic is the foundation and the heart of my business” Torre-Jiménez said. “Our motto says it all: Tu Boda, Tu Cultura, Tu Idioma (Your Wedding, Your Culture, Your Language).” With that same approach of catering to Latinas with a culturally appropriate multimedia platform, the publisher is launching her third magazine, Mujer Empresaria, the first Spanish-language digital magazine for the U.S. Latina Entrepreneur in mid-2010.
Latina entrepreneurs have found alternative solutions to breaking down the barriers to success for minority business owners. Networking online through organizations such as the Hispanic Chamber of E-Commerce provides access to knowledge and resources that help promote Latina business.
“The Hispanic Chamber of E-Commerce has given online Hispanic-focused businesses a forum to come together and promote their product or services in a professional manner,” Martha Alburquerque, developer of Lela Luxe, an online magazine dedicated to the latest fashion, art, design, entertainment and samples sales worlds in New York City. “Stumbling upon the organization has inspired me to continue my efforts regardless of being a minority in the world of blogging.”
Another important aspect attributing to the success of Latina business is their competencies in communicating in multicultural environments. The U.S. is an increasingly diverse playground for business transactions. Creator of networking focused company Opening Latino Doors LLC, Lourdes Sampera Tsukada, articulates the importance of multicultural understandings.
“When one is doing business or interacting with small business owners from another culture, communication styles vary,” Sampera Tsukada said. “We are no longer doing business with the same culture and the same generations – we are doing business with many different cultures, generations, and forms of communications. The awareness of these key components is the key to future continued success!”
Women will have an increasingly prominent role in U.S. business. As the U.S. Hispanic population continues to grow much of this transformation will be made by Latinas. The contributions of Latina entrepreneurs should be recognized to encourage the entrepreneurial pursuits of younger generations. The result of such efforts will have a positive impact on the future of the U.S. business world.
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