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More than 500 years ago, European colonizers got surprised by the richness and beauty of the “New World”. One they hadn’t been aware of because of their erroneous self-centered theories or their lack of courage and imagination to face the dangers and mysteries of the sea, and look further than the skyline in front of their eyes.

by Martin Carniglia , Data & Media Consulting Manager, DBi Latin America (Havas)

We are now close to what seems to be a new inflection point, where the wealth of connected people, and the abundance of business opportunities will surprise the ones who dare to care about Latin America’s Data arouse.

Now more Latin People than ever are connected

In a region that represents almost 8,5% of global population, Internet Users already rise over 10% from world total figures. Internet penetration overcomes 65% over total population in 8 countries across the region: Argentina, Brazil, Chile, Costa Rica, Ecuador, Panama, Puerto Rico and Uruguay. Yes, don’t go back and try to find on the list other big countries in the region, such as Mexico, Colombia or Peru. They are still under that level with forecast figures going up faster in the next few years, followed by the smaller markets.

*Source: US Census Bureau, Nielsen-Online, ITU, Facebook, © Miniwatts Group

Social Media is part of our daily lives

Social networks are also hugged over the region: seven Latin American markets rank among the world’s top 25 for Facebook total amount of users users, close to Europe level.

Some countries such as Argentina, Brazil and Mexico show spend time and daily connection figures that rank in top 5 level worldwide. Facebook penetration rates have an average level over 50%, with some countries even higher than North America level.

Internet penetration overcomes 65% over total population in 8 countries across the region

Mobile technology is araising

The size of the overall market in the region, and its potential for ongoing growth, continues to attract investment from international Telcos (Telefonica, America Movil and Millicom being the leaders across the region) and local cable & Internet service providers that expand their offering.

Improved mobile 4G technology has stimulated the adoption of smartphones among consumers, which in turn has led to increasing mobile data traffic and consequently the ability of network operators to develop revenue growth.

In the fixed-line sector, fibre backhaul networks have proliferated, giving access and broadband highspeed connections to new areas. This has partly been stimulated by regulatory efforts to promote the sharing of network components, but also by the take-up among consumer of bundled packages requiring higher bandwidth. The need to future-proof networks to cope with the demands of digital communities has also encouraged telcos and cable companies to invest more.

Seven Latin American markets rank among the world’s top 25 for Facebook total amount of users users, close to Europe level

More Connected People means More Data Access

It’s logical to deduct that from here to less than five years we could be doubling the amount of connected people, and so the quantity of collected data touchpoints.

We are seeing new technology companies and startups that offer Universal Data Hub approaches to leverage information among Desktop, Mobile, POS, beacons and other IoT sources.

From Data integration, Data Management Platforms, through new Stadistical approaches and Machine Learning models connected to Programmatic Buying technologies. The whole ecosystem is already getting available across the whole region.

Integrating data, being able to learn from it and making smart business decisions will be the biggest challenge for all companies across our region.

Contextual and structural barriers are falling down. Online travelers are already engaged, Mobile Sails are Set, and low connection anchor is already coming out from the depths.

The question is, will we be ready as investors, entrepreneurs, marketers, small, middle or big companies to dare and face this upcoming growth? New skills will be required, new integral ways to gather data needed, and more than anything, new capabilities to transform it into insights and better profile or segment our clients.

Latin America is appearing as a promised land, and we should all be ready to start this amazing journey towards Data-Driven Marketing and Communications. Make sure you count with the right maps and the best sailors to face it!

Martin Carniglia, is a 31-year-old Argentinian with vast experience in Digital and Data consulting across LatAm Region. After obtaining a bachelor’s degree in Business Administration from the University of Buenos Aires he joined Havas Group, where he lead Performance team and launched a new department focused on Digital Data. He is currently part of DBi -Data Business Intelligence- consulting team, where he occupies the role of Regional Data & Media Consulting Manager.

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Each fall, the USHCC hosts the country’s largest gathering of Hispanic business leaders: The USHCC National Convention. The Convention is held every year in a city that embodies the American entrepreneurial spirit and supports a thriving small business community.

This year, the Convention will be held in a truly global business hub. Dallas, Texas is home to a record number of Fortune 500 companies, including many of the USHCC’s corporate partners such as Toyota, American Airlines, AT&T, Comerica Bank and many more. It is also home to one of largest concentrations of Hispanic Business Enterprises (HBE) in America.

Javier Palomarez, USHCC President & CEO; Gloria Estefan, singer and businesswoman; and Emilio Estefan musician and producer

The USHCC will be “Driving America’s Business Future,” at the 2017 National Convention taking place from October 1 – 3 at the Omni Dallas Hotel. The gathering is an opportunity for business owners, corporate executives, entrepreneurs and community leaders to engage in targeted business matchmaking opportunities, as well as professional development and networking forums such as workshops, training sessions and roundtable discussions. Other notable Convention events include the Million Dollar Breakfast Club, which celebrates supplier diversity, the Chamber Awards Breakfast, HBE Elite Luncheon, Women in Business and Leadership Luncheon, and the Closing Gala.

Eva Longoria, Actress and Businesswoman with Javier Palomarez, USHCC President & CEO

Small business owners will benefit from attending the convention by making valuable connections with corporate representatives, other business owners and potential customers and investors.

Corporate representatives will be able to reach out to rising entrepreneurs and established small business experts, as well as cultivate lasting strategic partnerships with HBEs, chamber executives and thought leaders in policy, government.

Javier Palomarez, USHCC President & CEO, Warren Buffett, CEO Berkshire Hathaway and Lloyd Blankfein, CEO of Goldman Sachs

The United States Hispanic Chamber of Commerce (USHCC) is the largest Hispanic business organization in America. It actively promotes the economic growth, development and interests of more than 4.2 million Hispanic-owned businesses, which together, contribute over US$668 billion to the U.S. economy each year. For nearly 4 decades, the mission of the USHCC has been to foster Hispanic economic development and to create sustainable prosperity for the benefit of all Americans. To carry out this mission, the USHCC advocates for five major public policy issues: access to capital, international trade and commerce, education and workforce development, immigration, and energy.

 

The United States Hispanic Chamber of Commerce (USHCC) is the largest Hispanic business organization in America. It actively promotes the economic growth, development and interests of more than 4.2 million Hispanic-owned businesses, which together, contribute over US$668 billion to the U.S. economy each year. The USHCC also advocates on behalf of 260 major American corporations and serves as the umbrella organization for more than 200 local chambers and business associations nationwide.

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Back in September, the WSJ reported in an article that Facebook admitted to overestimating the average viewing time for video on its ad platform (WSJ article link). This was not a surprise as many in the industry suspected this was the case. But the WSJ created immediate reaction across major media firms and advertisers.

Within days of the WSJ article, the Association of National Advertisers (ANA) swiftly reacted asking Facebook to open up its platform to more transparency and third-party measurement. We need to bear in mind that the Media Rating Council (MRC) does not verify Facebook’s own measurement methods.

Admittedly, Facebook has apologized, and in a recent Facebook blog post by David Fischer, it has recognized this issue and taken corrective action to address this miscalculation metric. One thing to point out is that the metric itself did not affect campaign performance as it was not a metric used as currency for buying ads, but it raised doubts on a larger level as it provided misguided information, which could have been used to make buying decisions over other platforms. Facebook has repeatedly talked about gearing its platform towards video.

Both Google and Facebook offer a large suite of solutions from an advertising perspective and not only do they seem to be on top of ad tech trends, but also driving the change by riding their massive reach.

In a moment when, more than ever, the term “Walled Gardens” is heard when discussing Google and Facebook’s strategy related to external measurement, and we see those “walls” getting thicker and higher with new solutions, situations like this do raise a few valid questions.

  • What other things should we know? Has this blindness gone too far? To what extent can we trust these metrics?
  • And of course, who’s to blame for this? Agencies? Advertisers? Other vendors? Everyone?

There’s no doubt that these exceptions are a result of a combination of factors and players:

  • Both Google and Facebook offer a large suite of solutions from an advertising perspective and not only do they seem to be on top of ad tech trends, but also driving the change by riding their massive reach.
  • External vendors are having a harder time differentiating themselves from the pack and providing valid points on why their products/solutions can fulfill marketer’s needs better than “the big guys”. There seems to be too many companies doing the same thing, and very few standing out from the rest of the pack.
  • Agencies and clients have been lenient in establishing standards for all vendors and media outlets. While most of these companies end up relying on relationships with MRC or IAB verifying vendors, Google and Facebook have been able to keep their platform from being MRC compliant, and adhering to a limited number of third-party integrations.

One thing is certain, these “Walled Gardens” will most likely start seeing holes punched in their walls, as we can hardly imagine a future where critical decision metrics for marketers are not audited or made transparent by unbiased specialized external firms, as is currently happening with other media companies.

Perhaps this was what the digital industry needed to set a standard towards trackability, transparency and accountability. After all, the reason advertisers and marketers have come to embrace digital media is precisely for its measurability and accountability based on trust-worthy metrics.

Cristian has been part of Pulpo for over 5 years. Being involved in the Ad Operations and Product Departments, he has also managed and directed succesful teams.His roles have included Account Management, Sales Engineering, Analytics & Programmatic for US Hispanic and LATAM clients.

@DigitalFigo #soundingoff

In today’s Sounding Off -Thought Leadership feature, Marketing and strategy professional Daniel Villarroel, until recently AVP Integrated Marketing at L’Oreal USA, talks about the need to rebrand “multicultural marketing” with the more modern terminology: “demographic targeting”.

descarga (1)
With the growing multicultural population in the USA, it’s time to “reimagine” how we reach these different targets because of short & long-term implications to the bottom line.

These efforts have traditionally been referred to as “multicultural marketing” but it needs to be rebranded with the more modern terminology: “demographic targeting”. This will allow it to be more easily understood to this next generation of workers (who are very multicultural) , better integrated into the marketing strategy and embraced by all from C-Suite on down.

Some facts:

  • 44% of Millennials (19-40 year olds) are Hispanic, African-American, Asian, Native American or other, i.e. mixed.
  • 49% of Generation Z (0-18 year olds) are also of varying ethnicities.
  • 50.2% of all new borns are now the minority-majority babies.
  • 12 of the top to US cities now have a minority-majority primarily driven by Hispanics.

Quite often, there are many arguments against demographic targeting that need to be examined. These may include:

  • It’s not necessary
  • Marketing teams nor agencies are staffed
  • It’s cost prohibitive
  • ROI cannot be measured

Let’s review each one:

It IS necessary for continued long-term brand growth:

  • The population statistics don’t lie (see above): the USA will continue to grow because of multicultural births in the USA.
  • Nielsen research shows multicultural consumers over-index on a vast array of products and services and in some cases they comprise a high percentage of super consumers: the top 10% of households who drive at least 30% of sales, 40% of growth and 50% of profit.
  • Nielsen research also shows that being different is interesting and cool, not something to be hidden as in past waves of immigration.
  • What stores are driving foot traffic and sales? (Ask your retailers.)

Marketing teams nor agencies are staffed for it:

descargaYour bottom-line is now dependent on finding, growing and retaining a diverse team, including (and especially) the marketing team.

  • Having a member of the marketing team designated as the multicultural guru was how it was handled in the past, if at all, but it’s now time for every marketing team member to be responsible for demographic targeting, from senior executives on down.
  • Recruitment is key to find diverse graduates and it should be easier than in the past, but some of the top business schools are still not reflective of the US population — consider schools you never considered before and make diversity of the student body a criteria to select schools where you recruit.
  • Consider mentoring programs to help diverse students acclimate and thrive in your company. They may be the first in their families to go to college and work in corporate America — they may need some friendly guidance.
  • Companies need to push their agency partners for a diverse team reflective of the US population, ESPECIALLY if targeting millennials and Generation Z.
  • The advertising world has been taken to task countless times for lack of diversity. Creative teams also need to be staffed with senior team members on down who can navigate and explain cultural insights.
  • If your media agency isn’t equipped to handle demographic targeting, find another agency.
  • Digital agencies are still evolving but this group especially must have the know-how to target demographically.

It’s cost prohibitive:

Have you or your agencies run the numbers?

It’s all in the approach: if you hire separate agencies to create a separate marketing strategy — creative (TV, print, digital, social), media planning & buying (TV, print digital) — then your overall strategy will be disjointed and cost more. Consolidate within your existing agencies and make demographic targeting a fundamental criteria in the briefing process.

Advertising (TV, print, digital) & Content: creative must be “inclusive” from ideation. If not, it will cost more to do additional creative work down the line.

The main shoot should accommodate all creative needs including other languages if needed.

Budget extra time; this and model costs are the additional costs on the shoot day. After the shoot day, editing and trafficking costs will be extra; however this is much less expensive than doing a completely different shoot.

Media: planning & buying teams must know all the nuances of all the partners that can help do specific targeting including the demographic composition of “general market” partners.

ROI:

  • Most retailers know what doors attract specific demographic targets. What does the POS data tell you? These store locations are crucial for demographic targeting.
  • Nielsen and IRI can provide scan data by market, category, retailer and location.
  • Marketing Mix Analyses can help pinpoint which marketing levers are making the most impact.

A complete and reimagined effort starting in the C-Suite that cascades down across marketing, sales and research coupled with agency collaboration will provide the marketing nuances that will bring you higher engagement and brand loyalty across all targets. Guaranteed.

*data from US Census Data, Nielsen, Multicultural Edge: Rising Super Consumers March 18, 2015

Daniel Villarroel is an accomplished marketing and strategy professional having worked on powerhouse global CPG brands like Maybelline New York and Garnier in product development, advertising, digital, content creation, social media while additional expertise in demographic targeting as well as experiential and integrated marketing. He has also worked in the beauty business for other well-known companies like Revlon & Zotos International (div of Shiseido). Currently, he is a consultant for start up’s as well as established business and is also the pro bono Executive Director, Marketing & Social Media for Artz Cure Sarcoma.Villarroel received his MBA from the Thunderbird School of Global Management and BBA in International Marketing from Bernard M. Baruch College.  A born and raised New Yorker, Dan now resides in Madison, NJ.

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In the below “Sounding Off” article Martha MontoyaPublisher of El  Mundo Newspaper (weekly, Washington State)  & Creator of Los Kitos, argues that government agencies should continue to place public and legal notice ads in Hispanic newspapers. Her rationale includes that Hispanic newspapers have in many cases growing circulations, opposed to the falling circulation of many general market newspapers,  and the fact that broadband penetration is still relatively low for many Hispanics.

It seems that public and legal notice ads that government agencies place in local newspapers are the latest attempt to not only silence the press, but to drive a proverbial stake through its financial heart.

But, as a growing number of newspaper readers tire of the so-called mainstream press where circulation continues to plummet, the Hispanic media has solidified its trustworthiness stand in the community and its circulation numbers have gone against the grain and increased.

For starters, let’s go over three main reasons why public notices are important and why government agencies should not overlook the Hispanic press when placing these notices.

  1. Newspapers who carry a household name like the Los Angeles Times or the Washington Post are losing circulation, but a 2015 study by the Pew Research Center revealed that circulation grew by 4 percent for Spanish-language newspapers. These papers are reaching their readers at record levels and placing public and legal notices in these publications ensures that a significant portion of the community will be reached. It is these newspapers, in general, who have been able to reach countless Hispanic residents with legal and public notices even as many municipalities overlook minority-owned publications when placing notices, Media Life noted. “This trend reflects the great appetite for reliable, local news among Hispanics in markets across the country, both big and small,” the study authors said.
  2. In addition to Pew Research, the National Association of Hispanic Publications have reported that the circulation of audited Hispanic newspapers and magazines more than tripled from 2005 through 2013, and Hispanic publications have garnered more than US$1 billion each year in advertising over the past decade, according to a 2015 report issued by Net News Check.
  3. Another Pew Research study concluded that the Hispanic population consumes local and neighborhood news at a higher rate than the overall population. So, by publishing public and legal notices in Hispanic-owned newspapers, agencies are reaching more people whose appetite for reliable and local news and information is being fulfilled only by these publications, according to Pew researchers.

Here are three proven indicators as to why public and legal notices and other advertisements do well in Hispanic newspapers.

  1. A growing circulation. Media Life Magazine noted that a number of Hispanic newspapers, including Impacto USA in Los Angeles, La Voz in Houston and the Orlando El Sentinel, have circulation of at least 120,000 per week.
  2. It is these newspapers, in general, who have been able to reach countless Hispanic residents with legal and public notices even as many municipalities overlook minority-owned publications when placing notices, Media Life noted.
  3. Only about 50 percent of American Latinos have home broadband access. That number drops below 40 percent for Spanish-dominant Latinos, said Jessica J. González, the executive vice president and general counsel for the National Hispanic Media Coalition, a Pasadena, California-based media advocacy and civil rights organization. The National Hispanic Media Coalition has been working to bridge the digital divide because we understand that our community is missing out on important opportunities, such as the EPA notices and others having to do with healthcare, education, employment, and the list goes on,” González said. If the notice is on a website, the person seeking the information must go find it, if he or she has a computer. Older and less wealthy citizens may not have the equipment to access those sites – for them, the online notices are a failure, and they may relate to matters of great public importance, he said, adding that there might be a significant zoning change to be discussed at a public hearing, or a discussion of how public tax dollars will be spent.
The circulation of audited Hispanic newspapers and magazines more than tripled from 2005 through 2013

Final Thoughts:

Yes, it’s a financial issue as government agencies historically overlook minority-owned newspapers. But, most importantly, it’s an issue of informing all citizens. “It is a national imperative that the United States connect 100 percent of American families to broadband before it moves to issuing important public notices in online only formats. Until then, government agencies must, in addition to internet notices, use newspaper, radio and other widely-available resources to disseminate important public service announcements,” González said.

 

Martha Montoya is at the forefront of the dialogue regarding diversity contracting with Corporate America, particularly in the media and agricultural industries among others, Ms. Montoya is the owner of Los Kitos Entertainment and El Mundo Communications.She leads several national initiatives to advance the position of Minority owned businesses. Through her work, Martha has forged relationships with Corporate, State and Federal leaders in United States and countries overseas to understand and bring to the table candid conversations to find solutions for the small and minority business advancement.

 

It seems that content marketing is on every marketer’s radar now, and for brands looking to reach the US Hispanic audience, the landscape is getting more and more competitive each day. George Levy, Director of Corporate Partnerships for Impactly, suggests 3 guideposts every market should follow:

For starters, let’s go over the three main reasons why content marketing is getting so much attention:

  1. The response rates marketers have been getting with other marketing approaches such as banner ads, pre-roll and other interrupt ad units continues to drop. As online and mobile visitors increasingly use ad blockers and look for ways to skip ads, click-through rates and ad performance keeps falling further.
  2. Content marketing when done right is often more affordable than a traditional paid advertisement/interruption ad campaign. Also, because content developed for content marketing purposes is typically meant to engage, educate and/or entertain the audience – it’s often perceived as a source of valuable information which customers appreciate instead of being viewed as an unwelcome interruption.
  3. Content marketing can deliver measurable results which last much longer than a paid ad campaign. While a paid campaign shuts off the moment you stop paying for impressions, a good piece of content can generate traffic and business for months and years into the future.

However, with more brands launching new content marketing initiatives on a regular basis, the amounts of content being published makes it increasingly more difficult to get your message across.

If you’ve been wondering how you can find space in a crowded content marketing landscape – don’t worry.

Here are three proven success guideposts that can help:

  1. Publish Content Regularly.

There are over 2 million blog posts published every day and over 400 hours of video uploaded to YouTube every minute. This is without counting the 500 million Tweets and the more than 300 million photos uploaded onto Facebook each day… all competing for your audience’s attention.

Because of this, you need to make sure you post regularly or you risk your audience washing away with the next wave of content that grabs their attention.

Which brings us to the next guidepost…

  1. Your Content Quality Needs to Truly Stand Out 

Yes – it IS a very competitive landscape out there… But you CAN break through by producing and publishing high quality content consistently. Develop and publish content that’s designed to appeal to your audience’s needs and interests, and which will keep them coming back to you for more.

That being said, as you develop content for the Latino market, you will need to…

 

  1. Make Sure To Get Your Language and Message Straight. 

This is the part where this article gets more specific as to the US Hispanic target audience you are looking to reach for your content marketing efforts.

When it comes to content marketing meant to reach the Latino market, it is essential that you understand that there is not a single Latino persona which you can target your messages to.

 

This is because the US Hispanic market is actually a “catch-all” term which encompasses people living in the United States whose origins or backgrounds come from a Spanish speaking country, while “Latino” includes people whose origins or background come from Latin America. Even further, the US Census uses both terms interchangeably. Because of this wide range, you need to know exactly who you are communicating your message to, and ensure that “what you think you are saying” is in fact “what your audience thinks you are saying.”

To be safe, whenever you run a campaign or message from English into Spanish for the Latino market, make sure to do a transcreation rather than a translation of that content.

Final Thoughts

To truly succeed at content marketing, you need to have a plan and execute it for the long run. It’s not just a matter of creating lots of articles and videos, and then expecting to magically receive lots of organic traffic.

Your content must be strategically planned around topics that your target audience is looking for and incorporate keywords that they are actually searching for.  You need to place yourself in the shoes of your audience and determine what they are looking for, and then deliver content that answers that request. Then you have to do it all over again – a lot.

Be consistent in your content publishing schedule, keep raising the bar on the quality and uniqueness of that content and pay close attention to your messaging to the target audience you are intending to reach.

If you follow these three guideposts consistently and develop content that the Latino audience is actually looking for, you will be on the right path to creating a loyal following that regularly keeps coming back to you for more.

George Levy has more than 15 years of experience as a digital marketer with primary focus on the US Hispanic market and Latin America. He is Chief Content Officer for IdiomaContent, a content marketing and marketing communication services company. Prior to his role at IdiomaContent, George served as Director of Brand Partnerships US Hispanic and Latin America for Skyword and Chief Engagement Officer for Mundial Sports Network, a leading digital sports network targeting the US Hispanic market. George was a Co-Founder of Yupi.com, a US Hispanic and Latin America focused Internet portal acquired by Microsoft to become what is now MSN Latino. He has been featured as a digital and online marketing expert on top media publications and networks such as Computerworld, CNN and Nightly Business Report, and as a featured speaker on Latino digital issues for leading organizations including National Association of Hispanic Real Estate Professionals (NAHREP), National Council of La Raza (NCLR) and National Association of Hispanic Publications (NAHP). In 2015 George won Top Panregional Marketing and Media Professional in Portada’s LATAM Advertising and Media Awards. He holds a B.A. in English from Florida International University and regularly posts about US Hispanic and LatAm digital marketing issues and trends on his blog LatinoContentMarketing.com Born in New York City from Cuban parents and raised in Puerto Rico, George is bilingual in English and Spanish, and fluent in Portuguese.

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10bca9fccf67eae8410e0356d6414c38Luiz G. Duarte, Ph.D.  – “Even the savviest executives would be excused for not having a complete grasp on the various media trends of the region”

 

The recent decade has seen an explosive change in media trends around the world and Latin America has been a particular cradle for the growth of television. Fueled by a once in a lifetime economic boom that lifted millions out of poverty in the region, multichannel television has proliferated more than ever. But beyond the basic economics, what were the main drivers for the television boom era?

A media executive recently told me he lived these media changes, he didn’t need any studies on the matter. But, for the majority of us, the lack of reliable reports on the region is a challenge. Back in the 1990s, during the first pay TV boom for Latin America, I used to rely on the famous Kagan Reports to learn trends and forecasts, but the industry lull a decade later brought to an end most syndicated reports. Luckily, Kagan’s main analyst is still around and very much conscious of the need for taking the time to review the plethora of data out there. I had the privilege of working back then with Jimena Urquijo, now Kantar IBOPE’s TGI Latina VP Consumer Insights and Business Development, and the TGI Latina database is one of the best and continuous data sources available out there today.

Fueled by a once in a lifetime economic boom that lifted millions out of poverty in the region, multichannel television has proliferated more than ever.

As a TGI subscriber, I had long discussed with her how I could never find the time to do a really deeper analysis of the data to uncover some hidden trends. So we joined forces with Karina Besprovan, a OMD researcher at the time, to launch a series of reports on Latin American media trends. For the first volume, we worked with Dr. Joseph Straubhaar to lead a team of researchers from the University of Texas at Austin and Texas State University to blend research from both academic and business worlds and provide a clear guide to what kind of programming is most expected to entice Latin American audiences, what factors predict their genre preferences, who is adopting the new Internet and OTT television and which countries are most amenable to foreign television, including Argentina, Brazil, Chile, Colombia, Ecuador, Mexico, Peru, Uruguay and Venezuela.

The result was the book “The Evolution of Television: An Analysis of 10 Years of TGI Latin America (2004-2014)” now available on Amazon*. We are hoping the book sales will help pave the way for new volumes and an assortment of more profound insights on various media industry trends in the region.

The book offers a deep analysis, with answers to questions such as:

  • What are the penetration trends for various forms of television technology?
  • What determines content preferences — varied by demographics, knowledge of foreign languages and the emergence of cosmopolitan or globalized middle and upper classes?
  • How have audiences for content or genres changed over time?
  • What is the percentage of time consumed by TV vs. other media in each country, has it grown?
  • Is Internet viewing amplifying or reducing TV viewing?
  • What are the key demographic differences in this connection between internet viewing and growth or reduction in different forms of TV viewing?
  • Is there overlapping consumption of TV+ Internet or TV+ Social media?

 

Luiz G. Duarte, Ph.D. is a journalist with a Master degree in Telecommunications and a PhD focused on International Marketing from Michigan State University. In a long career that included name brands as Univision/Telefutura, WGBH/PBS,Sony Television and Tivo.He led multiple investigations into new communication technologies.

^C6BE9A1BADEB39EC6B17B3B870E108D0CD7091B2E34E8DA654^pimgpsh_thumbnail_win_distrIsmalis Mendoza, Principal Consultant for Maldonado Interactive Consultants reflects in the below Thought Leadership column on why a professional career has to be nurtured like an important relationship. Mendoza  tells readers to ask themselves four key questions to know if they are at the right place in their careers.

A career does not happen by accident.  It is partly a series of calculated steps along with luck and timing.  I’ve always viewed my career as one of the most important relationships I’ve had in my life.  I have to pay attention and nurture it. Just like any relationship there has to be a big amount of effort, compromise and learning involved. Your career just like relationships is very complex.  Sometimes we tend to get so wrapped up in it that we forget to look back in order to answer the very important questions of I’m I in the right place?

Knowing if you are in the right place in your career can get very confusing.  The reason for this is because your career is very personal and responding to the questions requires a lot of self-reflection.  Some of us are better at self-reflections than others.  It all depends on what type of person you are.  Do you look in the mirror honestly every morning or do you avoid looking for long.  I think that’s the easiest way to know if you are one of those people who appreciates self-reflection.  There’s no set or predetermined path for your career.  Self-reflection is the only way to figure it out.

The First Step: Reflection

The first step in this reflection is knowing your passions.  Your passions aren’t set at the beginning.  They are things you discover along the way.  I’ve learned over the years that my passions involve numbers, analytics, negotiation, results, problem-solving and strategy.  I would assume this is the reason why I gravitate towards media, marketing and especially digital marketing.

The Second Step: Acknowledging your Roots

The second step is acknowledging where you come from.  I recent saw a commercial on television that stated “where you were born and come from dictates who you are.”  I would assume this is part of defining who you are but it isn’t everything.  When it comes to your career it does play a big role.  I was born in Mayaguez, Puerto Rico and lived in Puerto Rico until I was 10 years old.  My parents moved to Woburn, Massachusetts which lead to a whole new world of opportunities such as being able to attend better public schools and eventually graduating from Boston University.  This isn’t the only thing that it let me do.  I have the great ability to move and understand two cultures and speak two languages.  Acknowledging where I am from has lead me to understand three key important factors that have influenced my career:

  1. The first is that Latin American markets are very important and do effect what happens within the US general market.
  2. The second is US Hispanic market and Latin American markets are not the same thing.  You can’t not market the same way to US Hispanics than you do to Latin Americans.
  3. The third is US Hispanics have been and will continue to be a consumer force to be reckoned with.  I’m sorry to Mr. Trump and any other brand who haven’t bothered to learn about the point above.

The Third Step: Learning

Learning is the third step.  What exactly are you learning?  Is it helping you to grow as a professional? Growth in your job/career can come in different forms. There’s promotions, the never ending climb to the top. Financial growth is another big factor that we all aim for.  We all hold the American dream near and dear to our hearts.  This has lead us to believe that opportunity and money are the way to grow in this country.  However, we always seem to overlook learning as a big part of growth.  Learning is what keeps us engaged in our never ending day-to-day.  It is how we discover and nurture our passions.

While at Boston University, I had the pleasure to listen to a lecture by Sally Hogshead.  She had just written a book called Radical Careering. One of the biggest takeaways I got from the book and lecture was “Aspire to be the dumbest person in the room. When you are the dumbest person in the room that means you have the most to learn.” If you are the smartest person in the room run for cover and get out.  You will be eternally tormented.  Not only will you not be learning anything which means you aren’t growing but then you have to deal with human nature. You will intimidate the pants off everyone around you.  How do you think George W. Bush became president? Besides the fact that he had a former president for a father and money, he was not as smart as the other candidates.  He was less intimidating to Americans.  It seemed like he was qualified for the job because he was just dumb enough to run a country.  If you haven’t learned anything useful in your current job, it’s time to get moving.  Comfort will always be the downside of your career.  That job will become like the ex-boyfriend or ex- girlfriend you stayed with way too long.  You knew you outgrew the person but you were comfortable.  Your career will not be admirable because you stayed in a position or company for years because you were comfortable.

The Fourth Step: Appreciation

The fourth step is appreciation.  Are you appreciated at your current job? Do they value your skill set? Do they appreciate you enough to invest in your growth?  Do they appreciate you enough to allow to have opportunities? I’ve always prided myself on work ethic.  I come from the Northeast and have worked in some amazing advertising agencies and direct clients.  I’ve had opportunities other people dream of in their careers.  One of my former bosses Tony Nieves of Marca Miami even appreciated me enough to let me hold and work for more than one position.  I didn’t realize how important appreciation was to your career until I finished the World Cup.  I’m convinced that a World Cup sponsorship will challenge everything in life.  Executing a sponsorship in country during the World Cup has been one of the biggest opportunities I’ve had in my career.  I will forever appreciate my bosses for giving me this opportunity and helping me grow.  The only issue that I had with it is that I realized maybe I wasn’t appreciated as much by my co-workers as I was by my very confident bosses.  See appreciation is a tricky thing.  It has to be 360, if it is not, leave your current situation and don’t look back.

Knowing if you are in the right place in your career is very subjective but as long as you keep in mind that you need to reflect, know yourself, learn and be appreciated it will make it easier to figure it out.  Don’t beat yourself up if you have read this and have figured out that your career is not where you want it to be.  Just acknowledge it, formulate a vision or plan and keep it moving.

Ismalis Mendoza is a graduate of Boston University, Bachelor of Science in Communication. She has previously worked at Zenithoptimedia handling Hewlett Packard for the Latin American Region. Additionally, she worked at Universal McCann handling their online advertising initiatives for MasterCard, Texas Tourism, General Motors and Embratur, and the Hispanic Group as a Digital Media Strategist handling the mobile and online display advertising for DishLatino. She also was a Media Supervisor at Marca where she handled PNC Bank, Norwegian Cruise Lines and five Tracfone brands for the Hispanic Market. Additionally she was a Marketing Manager/Director at Ares Distributors a luxury watch distributor for North America where she handled all Marketing Communications for Hublot, TAG Heuer, Zenith Watches, HTY, Gucci Watches, Graham of London, TW Steel and Bomberg. She is currently the Principal Consultant at Maldonado Interactive Consultants.

192ef6b2e23318f94b178a91f6760abfIn the below article Lee Vann, Founder and CEO of Hispanic Digital agency Captura Group, details the evolution of the Facebook Hispanic Affinity Segment and notes that the latest update increases the segment to more than 29 million Hispanics.

In November 2013, Facebook announced the launch of their Hispanic segment to allow brands to better target Hispanics on Facebook. In April 2014, they improved the segment by allowing marketers to target Hispanics by language preference.

Today, Facebook has given brands 2 million more reasons to target Hispanics by expanding the Hispanic affinity segment from 26.7 million to 29.1 million.

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Not only did Facebook increase the number of Hispanics in their Hispanic affinity segment, they also changed the composition of the segment from a language preference perspective. Prior to this update, Facebook reported that the Hispanic segment consisted of the following language sub-segments:

  • 10 million Spanish dominant (38%)
  • 9 million English dominant (35%)
  • 7 million Bilingual (27%)

Today, the sub-segments have shifted dramatically with a higher number of users identified as Spanish dominant and less as English dominant.

  • 14 million Spanish dominant (48%)
  • 7 million English dominant (24%)
  • 8 million Bilingual (28%)

By all accounts – and certainly what we’ve experienced with our clients – Facebook’s Hispanic affinity segment has been a huge success, with many brands increasing their investment in Facebook advertising to get their messages in front of Hispanics. We applaud Facebook for continually improving the ability to reach U.S. Hispanics and we look forward to seeing even more ads, en español, targeted at this growing audience.

Lee Vann is the co-founder of Captura Group, an award-winning Hispanic digital agency with full-service bilingual capabilities.

Lee Vann founded Captura Group in 2001 to help clients reach online Hispanics in ways that make sense.  He has led the agency on the cutting edge of digital and content marketing for over a decade, providing solutions for top-tier clients in a variety of sectors. He is a contributor to Media Post’s Engage Hispanics blog, wrote the chapter on Hispanic digital marketing in M. Isabel  Valdés newest book, Win! The Hispanic Market and is a frequent speaker at Hispanic and digital marketing conferences.  Prior to founding Captura Group, Lee launched and served as VP of L90 Latino, the Hispanic division of the publicly traded Internet advertising company L90. Lee holds a B.A. in Economics from the University of California Berkeley and a M.B.A. from the University of Southern California with a concentration E-Commerce. Born in Mexico City, Mexico, Lee is bilingual and bicultural.

KimXrossingKim Xrossing, a Marketing Executive currently working on enterprise projects at Terrapinn, Inc. in New York City suggests that as Millennials have the consumer culture engraved in their brain, they always want the next best thing and the, so to say, “coolest” trend out there. They do the most talking and spread the most buzz around town. That’s why it’s a pretty big deal to lure in Millennials for your brand especially when they are the largest age group in Latin America, according to a report from Tendencias Digitales released in March 2014.

To start off, TV is not what it used to be, especially with all these different ways of streaming online and services that bring you what you want, when you want it. About 68% of Latin American Millennials say they watch TV while also spending an average of 7 hours a day online. When asked which form of medium they choose for their favorite entertainment, 69% of them chose the Internet while 28% chose TV. That puts into perspective how little they choose to give their attention to television even though 53% of ad spends in Mexico are in free TV. To be honest, it’s pretty clear which seems to be a better pick; to wait for a specific time of day for a television show and given whatever episode they choose to air, or the ability to choose any episode at any time of day. Same goes for news; why wait for a specific time to deliver top new stories when you can simply plug in a website that feeds you constant information including articles and videos.

Millennials are becoming more proactive and want what they want when they want it.

Along with intensive online use, comes social media use. Surely enough, Millennials have taken full advantage of social media outlets since it happens to be the #1 activity among Latin American Internet users. According to “Tendencias Digitales,” when it comes to purchase decisions, Latin American Millennials are looking for benefits from ads left and right. 69% want promotions and 45% want activities. This is something to keep in mind for that attention grabbing detail.

Mobile phones have revolutionized the way people live all over the world. To tie the online and social media use together, a huge strategy to recognize is the frequent use of mobile phones. 80% of Latin American Millennials connect to social networks with their phones. There’s about 68% who own smartphones meaning they probably have apps to grant them quick access to just about anything they need. Compulsive phone checking happens to be an effect of the addiction to social media, texting, and emailing. Luckily, for marketers, it’s lovely to use that addiction to their advantage. 90% of Latin American Millennials say that they check their smartphones in the morning routinely.

Millennials are becoming more proactive and want what they want when they want it. It’s a fast paced growing trend, and in competitive way, they want to be the head of the pack to hold a higher social status.

Source article for the above Sounding Off article is:

US Media Consulting

Damián-Molina-338x450Damián Molina is Chief Revenue officer and Marketing Manager at Taringa!

Netflix uses for dissemination of the launch of “The Orange is the New Black” new season, a newspaper report in NYT on female prison population in the United States. Something that it could have achieved with a PR management, but which it conducted with a Native Advertising format, a Netflix-sponsored note giving it more control over content, but which far from offering a promotion of the series premiere, makes the approach to potential audience by placing on the agenda a topic of interest, relevant and valuable, linked to the series theme.

Integration of advertising and editorial content is as old as the existence of journalism itself. “Publinotas” or “advertorials”, those advertising in news media that mimic the format of a news have been available in the press for hundreds of years. It is proven that any information that comes in the form of news about a company has more credibility than an advertising spot, and certainly practices such as Publicity and Public Relation have been also proving it for hundreds of years.

Integration of advertising and editorial content is as old as the existence of journalism itself.

What is known today as “Native Advertising” or “Content Marketing” is not something entirely new for these old practices, but they certainly take on a new form with the advent of Internet and the boom of digital platforms. This is a new methodology where brands create content in the native format of each site, which may be a post, a news, an infographics or a report, to tell a story to the audience that is not limited to a direct sale of a product or service but to provide content having some kind of value or interest for those readers. No doubt,  content marketing will become a monetization strategic practice for all digital media in a few years and a privileged way whereby brands will aim at a closer approach to their audience.

Furthermore, in our digital conception, Content marketing or native advertising involves growing content across different digital platforms to reach the whole web, through search engines and social networks viral marketing. The better SEO said digital platform has, the broader scope said content growing will have on the web.

Content marketing is under early development stages in Latin America. This is true to such an extent that, even the main chambers which bring industry together do not count yet on local statistics on the development stage achieved in the region. At the global level, companies such as Buzzfeed and New York Times take the lead and there are already specialized content marketing aggregators such as Outbrain and Taboola. In Latin America, Taringa! is positioned as one of the pioneers. Today, brands such as Intel, Quilmes, Knor and others created official profiles on the platform, hiring newspaper editors and sharing quality content, such as a tutorial Did you know you can create an intelligent drone with your Android? addressed to a community of web developers to evangelize on certain software or sow recipes containing special branded-broths.

For SEO, branding or performance, today CONTENT emerges as a key factor.

Damian Molina is a professional with over 10 years of experience in the online advertising market in Latin America and the US Hispanic market. He currently serves as CRO and Marketing Manager of Social Platform Taringa!, one of the largest websites in Latin America, with over 75 million unique users in the region. He joined the company in July 2013 and since then, he has been in charge of leading the platform commercial global strategy. Prior to Taringa! he served as Vice President of Sales and Business Development at FNBOX group, where he was responsible for all of the holdings brands’ business development: Datam.com, Cupónica.com, Recarga.com, Cloncom.com and Sonico.com for Latin America, Mexico, Brazil, Spain and the US Hispanic market. He was part of the FNBOX holding for more than eight years.

Damián-Molina-338x450Damián Molina is Chief Revenue officer and Marketing Manager at Taringa!

Netflix uses for dissemination of the launch of “The Orange is the New Black” new season, a newspaper report in NYT on female prison population in the United States. Something that it could have achieved with a PR management, but which it conducted with a Native Advertising format, a Netflix-sponsored note giving it more control over content, but which far from offering a promotion of the series premiere, makes the approach to potential audience by placing on the agenda a topic of interest, relevant and valuable, linked to the series theme.

Integration of advertising and editorial content is as old as the existence of journalism itself. “Publinotas” or “advertorials”, those advertising in news media that mimic the format of a news have been available in the press for hundreds of years. It is proven that any information that comes in the form of news about a company has more credibility than an advertising spot, and certainly practices such as Publicity and Public Relation have been also proving it for hundreds of years.

Integration of advertising and editorial content is as old as the existence of journalism itself.

What is known today as “Native Advertising” or “Content Marketing” is not something entirely new for these old practices, but they certainly take on a new form with the advent of Internet and the boom of digital platforms. This is a new methodology where brands create content in the native format of each site, which may be a post, a news, an infographics or a report, to tell a story to the audience that is not limited to a direct sale of a product or service but to provide content having some kind of value or interest for those readers. No doubt,  content marketing will become a monetization strategic practice for all digital media in a few years and a privileged way whereby brands will aim at a closer approach to their audience.

Furthermore, in our digital conception, Content marketing or native advertising involves growing content across different digital platforms to reach the whole web, through search engines and social networks viral marketing. The better SEO said digital platform has, the broader scope said content growing will have on the web.

Content marketing is under early development stages in Latin America. This is true to such an extent that, even the main chambers which bring industry together do not count yet on local statistics on the development stage achieved in the region. At the global level, companies such as Buzzfeed and New York Times take the lead and there are already specialized content marketing aggregators such as Outbrain and Taboola. In Latin America, Taringa! is positioned as one of the pioneers. Today, brands such as Intel, Quilmes, Knor and others created official profiles on the platform, hiring newspaper editors and sharing quality content, such as a tutorial Did you know you can create an intelligent drone with your Android? addressed to a community of web developers to evangelize on certain software or sow recipes containing special branded-broths.

For SEO, branding or performance, today CONTENT emerges as a key factor.

Damian Molina is a professional with over 10 years of experience in the online advertising market in Latin America and the US Hispanic market. He currently serves as CRO and Marketing Manager of Social Platform Taringa!, one of the largest websites in Latin America, with over 75 million unique users in the region. He joined the company in July 2013 and since then, he has been in charge of leading the platform commercial global strategy. Prior to Taringa! he served as Vice President of Sales and Business Development at FNBOX group, where he was responsible for all of the holdings brands’ business development: Datam.com, Cupónica.com, Recarga.com, Cloncom.com and Sonico.com for Latin America, Mexico, Brazil, Spain and the US Hispanic market. He was part of the FNBOX holding for more than eight years.

Patricio_Zanatta_RubiconProject_opinandoIn this Sounding Off-Thought Leadership column Patrizio Zanatta, Managing Director, Latin America at Rubicon Project makes a case for the trading of premium mobile inventory through programmatic buying platforms.

It may come as a surprise to some, but until recently the ad network model still dominated mobile advertising.

Just as in the desktop world of old, the way this usually works is as follows: third parties aggregate inventory, and sell it on blind and in bulk, often taking up to a 50% cut of CPMs. Buyers have no guarantees around where their ads appear, and sellers lack control around how their inventory is priced or packaged.

In many ways, the automated advertising technology that’s now replacing the ad network model (also known as programmatic or real-time bidding) is the polar opposite of that approach.

Why the Opposite? 

Automated advertising is completely transparent. Buyers can view seller URLs and select which sites or applications they do or don’t want their ads to appear on. What’s more, even the openRTB protocol which automated advertising rests upon is transparent, public, and evolves under the guidance of a dedicated IAB committee.

Premium publishers have good reasons to favour automated advertising over other approaches to mobile.

Added to this, the ad network model in mobile is most often associated with a ‘waterfall’ approach, which couldn’t be further from the ethos of programmatic. One of the principles of automated advertising is to enable a holistic auction of buyers in real-time, competing on price and thereby generating optimal value for the publisher. It’s a simple case of supply and demand with the aim of bringing buyers and sellers closer together. By comparison, the ‘waterfall’ approach prioritises different buyers in a pre-set and fixed order, which doesn’t take account of variations in pricing or demand.

All of which is a rather longwinded way of saying that premium publishers have good reasons to favour automated advertising over other approaches to mobile. Automation technologies are giving them the tools they need to sell inventory safely and transparently, while controlling which advertisers they allow access to their inventory, and at what price.

Automated advertising is also allowing publishers to take advantage of a growing agency focus on mobile, as buyers look for the most effective, scalable ways to reach people on new devices and formats.

One of the principles of automated advertising is to enable a holistic auction of buyers in real-time, competing on price and thereby generating optimal value for the publisher.

In last year’s survey of buyer attitudes to mobile, 90% of agency trading desks said they are buying mobile inventory programmatically, compared to less than 50% last year. Respondents also suggested that mobile ad spend would double this year.

Mobile private marketplaces are also playing an important role for buyers – offering quality inventory backed with qualified, trustworthy audience or intent data, as well as providing a solution to the lack of 1st party data in this space. And to quote our research again, 95% of buyers said they had either already bought mobile private marketplaces, or planned to this year.

Finally, native advertising in mobile is another area buyers have shown great interest in. In the words of MEC UK Head of Mobile Jide Sobo “Demand for native ads is increasing, as their high performance makes them very attractive to advertisers.” Our own partnership with InMobi aims to bring together ROI and engagement of native with the agility, scale and efficiency of automation.

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According to research by the OPA, fully three quarters of US publishers are already selling native adverting – and it also suggests that number may have hit 90% by now.

The Case for Premium in Mobile Advertising

Native advertising is clearly important for premium publishers. But why should premium inventory be so important for mobile in particular?

As a relatively new medium, many brands are still in a ‘test and learn’ stage, so brand-safe environments are absolutely critical for buyers to experiment, while retaining their customers’ trust.

In fact, advertisers may be even more conscious of reaching consumers in premium environments on mobile than on desktop, TV or print, as a report from Advertiser Perceptions has suggested.

The UK Association of Online Publishers (AOP) has also conducted research in this area with Mindshare, which brings the impact of advertising through mobile rich media ad formats on premium inventory into sharp focus.

The fact that consumers are on average 50 per cent more positive about advertisers on premium brand mobile sites – even where these formats could be construed as  ‘intrusive’ in other contexts – is just one of the report’s findings, whose panel covered around a quarter of the UK’s total mobile population.

Finally, a global ad forecast from Zenith Optimedia in April highlighted mobile growth and the adoption of programmatic as the two leading factors in display overtaking search revenues worldwide by 2016.

JDAnewSMpic-1Last week Julie Diaz-Asper, Founding Partner & CEO at Social Lens Research analyzed ways through which marketers can leverage their presence in Twitter and Snapchat. In the below article, Diaz-Asper takes a look at YouTube and Instagram and the role they’ll play in reaching Hispanic audiences in 2015.

YouTube: Video is king!

YouTube has become, and will increasingly be considered, key to Hispanic marketers’ social efforts. Consider these stats: Hispanics reportedly spend more time watching videos (over 90 minutes more) than other online users (Nielsen report); and with over 100 hours of videos uploaded to YouTube every minute (YouTube); that adds up to a lot of viewing potential.

In a recent Think with Google Report, Google offers a good look at how Hispanic Marketers are using video and especially YouTube to reach Hispanics. One great example is Universal and their Hispanic channel that offers bi-lingual, Spanglish and culturally relevant content that goes beyond the trailer-only Spanish translations that are fairly typical. It’s working! The Vin Diesel’s Spanglish introduction of Fast Five has received over 5 million views.

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Collaboration with Hispanic YouTube stars is also on the rise. Not surprising given that YouTube has already had some major Hispanic breakout stars, many more are signing with brands and have become well-known celebrities. Bethany Mota is what you can call a YouTube “It Girl” with over 8 million subscribers to her channel. She is a Latina with wildly popular shopping hauls, make-up and decorating videos who has an Aéropostale clothing line which was launched last Spring complete with an envy-worthy road tour bus. Recently, Mota even interviewed President Obama in the White House East Room after the State of the Union address.

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Becky G got her start on YouTube after posting videos of her covers of popular songs. She is now topping the hit charts, having performed at the Teen Choice Awards and stopping by the Ellen Show to perform. Recently she became a COVERGIRL and has created some really entertaining content like her video with three moves from her Shower video that can be used at parties.

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Brands aren’t only focusing on the mega-YouTube stars either. Multi-channel networks like MiTu, who has over 6 billion views across its network, is a big player in the branded YouTube space for Hispanic stars. Just recently they signed a deal with Makers Studio, backed by Disney, to create branded Spanish and English language, short-form entertainment aimed at Millennial Hispanics. One of my favorite YouTubers, El Guzzii, is on their roster where he makes fun, super simple recipe videos in Spanish.

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I believe we’ll see an increase in in Hispanic branded content deals on YouTube this year. There are many untapped opportunities for brands to reach-out and work with Hispanic YouTubers who are already talking about their brand, especially in the Food and Beauty space.

Instagram: Virgin Territory for many Marketers but Teens love it!

Hispanic Marketer’s use of Instagram is still emerging. Even some of the most active marketers still aren’t including Instagram in campaigns or have active accounts. We can expect to see that change over the next year.

Instagram, which has helped selfies to become a rite of passage for Hispanic teens everywhere, grew among online Hispanics from 23% in 2013 to 34% in 2014 (Pew). Even though it’s not uncommon these days to see abuelas taking selfies, Instagram remains mostly for younger demographics (53% of 18-29 year olds). Hispanics on Instagram are making their mark with accounts such as: Being Latino with 265K followers; Latino celebrity accounts, PitBull at 1.7 million followers, and Selena Gomez at 21.7 million; and hashtag, #latina, have received more than 3 million posts.

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We’ve started to see more brands extend their social marketing efforts to Instagram especially when it comes to blogger engagement. To get a good feel of these campaigns check-out  Latina Bloggers Connect on Instagram which consistently excels in creating great content.

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It’s no surprise that brands would leverage Latino celebrities to build Instagram channels. A great example is Toyota’s leverage of Willam Levy for it’s #GranDecision campaign which has short videos where users can help choose a path for Levy. One image on Levy’s account received over 47K likes.
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Given the growth of Instagram among Hispanics, you can expect to see more Instagram efforts. Advertising on Instagram is in its early stages but as it becomes more robust it will likely accelerate and be included in more and more social campaigns.

Concluding Thoughts

We can expect to see a lot more investment in social in 2015 with up to 70% of marketers expected to increase social spending.. Hispanic marketers should look at extending campaigns to new platforms and building campaigns for new channels, especially Instagram with the added investment. Investing in engaging content and collaborating with influencers who truly understand these channels will make Hispanic marketers stand-out and experience greater success.

Julie Diaz-Asper is the founder of Social Lens Research. Social Lens has a proven track record of using a mix of social marketing techniques and sound research methodologies to better engage and gain deeper insights (mobile optimized research exercises, focus groups, social contests).Julie has over two decades of experience helping large organizations to innovate and pursue new market opportunities including American Express, AARP, Google Multicultural, Univision, Consumer Reports en Español, Cabot Cheese, Mobile Future, CX Act, HITN, Immersive Youth Marketing and Inspire Agency.

JDAnewSMpic-1In the first of two Thought Leadership Articles, Julie Diaz-Asper, Founding Partner & CEO at Social Lens Research, explores the dynamic development of Social Media properties and how marketers should best take advantage of them. Today she looks at Twitter and Snapchat.

A new generation of highly social and mobile users has been reinventing the ways social media and messaging tools are used. Marketers targeting younger audiences (almost anyone under 35) need to rethink how to build effective campaigns that will reach this audience. Given an estimated 61% of Hispanics are under 35 (Census), understanding shifts in social usage among younger social media users is critical for Hispanic marketers.

While Facebook continues to dominate the social space with 71% of all online users and 73% of Hispanic users (Pew), its growth has stalled at 73% over the last year. Other platforms are gaining traction among Hispanic users, especially younger ones. Hispanic social marketers who have focused mostly on Facebook have begun to extend efforts to other channels.

In this article, I take a look at Twitter and Snapchat and what marketers can expect in the role they’ll play in reaching Hispanic audiences in 2015.

Twitter: Need to Add a Hashtag!

Twitter has started to tout their multicultural numbers. They even hired multicultural strategist, Nuria M. Santamaría, in November 2014 to lead efforts to target black, Hispanic and Asian-American users.

Twitter represents 23% of online users and has experienced strong growth among Hispanic users up from 16% in 2013 to 25% in 2014. Most Hispanic social campaigns now involve a hashtag and are promoted on Twitter. Hispanic marketers are engaging influencers, mostly Latina bloggers with sponsored post campaigns and Twitter parties with prizes and celebrity guests. A good example of the Twitter party trend are the parties hosted by the Latina Mom Bloggers team who frequently offer weekly parties with top brands trying to reach Latina moms.

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Live events are also big opportunities on Twitter to engage Hispanics. Take a look at the #latinGrammy for a recent example. Inviting top influencers to attend and cover events has become standard practice. You can usually find Lynn Ponder of Web City Girls on the red carpet or at press events.

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Twitter has added more robust ad formats that make it possible for marketers to more effectively target Hispanic audiences. You can expect to see more brands opting to include Twitter in their social campaigns.

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Snapchat: Reach a Younger Audience

Marketers should also keep their eyes on messaging app Snapchat, which is extremely popular with the under 18 crowd, over 100 million monthly users and 71% under 25. I haven’t seen great numbers on Hispanic users but given the percentage of teens that are Hispanic it’s fair to assume that we’ll begin to see more adoption.

Snapchat’s, appeal to teens can be attributed to fast video and image sharing in a mostly a “parent free zone”, with the extra protection that messages disappear after being viewed. Love these quotes from a Pew focus group:

Female (age 13): “And [Snapchat] it’s really fast like if you sent it over a text it takes like two minutes to load.”
Female (age 16): “Yeah, [Snapchat] it’s faster. And you can use Snapchat at school with the school’s website – because I have the basic phone, I use my iPod.”
Female (age 13): “[Snapchat] It’s really great. I have to admit, it’s better because I could pick the most embarrassing photo, and know that they’ll [the recipient will] see it for 10 seconds, and then I’m done.”
Female (age 17): “ And it’s just kind of fun. Because it’s like texting, but you get to use your face as the emoticon instead of an actual emoticon.”
Female (age 16): “Well, because Facebook, everyone sees what I’m doing. But Snapchat is just to one person, unless they’re a jerk and they screenshot it and post it on Facebook. But mostly it’s just the person that you’re sending it to, so it’s like a conversation.

The platform makes sense for brands trying to reach the tween and teen segments. However, one big challenge with the network is that most communication occurs one to one and requires building content that will work in that context. A few brands have successfully reached users organically with behind-the-scene looks, content creator partnerships and contests. 12 Great Example of Brands using Snapchat, includes one of my favorites from General Electric who uses Snapchat to make science cool with a broadcast from Buzz Alrin and flashbacks to its role in the first landing on the moon.

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The first ad ever to appear on Snapchat was in October 2014 for a 20 second movie trailer for Ouija as covered by Adage.

Recently Snapchat received some backlash from outlets like Techcrunch for charging what many feel to be an exorbitant cost at $750k an ad.

Snapchat also just launched a new feature that will offer advertisers and brands a new way to reach its audience. Discover offers an entertainment hub from big media companies with content packaged for millennials with pre-rolls. Some of the partners include ESPN, Comedy Central, Daily Mail, Food Network, People, Yahoo News, National Geographic and Warner Music Group.

Given that ads are so expensive and are limited in targeting and metrics for now, it’s not surprising that most brands are opting for collaborations with top content developers or investing in creating their own Snapchat-specific content. Snapchat is growing and evolving fast so it’s definitely a platform that needs to be monitored closely by marketers.

Julie Diaz-Asper is the founder of Social Lens Research. Social Lens has a proven track record of using a mix of social marketing techniques and sound research methodologies to better engage and gain deeper insights (mobile optimized research exercises, focus groups, social contests).Julie has over two decades of experience helping large organizations to innovate and pursue new market opportunities including American Express, AARP, Google Multicultural, Univision, Consumer Reports en Español, Cabot Cheese, Mobile Future, CX Act, HITN, Immersive Youth Marketing and Inspire Agency.

David Santana_HeadshotAs cultural trends shift, so too do the devices and means of getting a message broadcast in the most effective channels, says David Santana Art Director at Deep Focus, a company that defines itself as a “Modern Global Marketing Agency”.

In 2015, one key factor for brands and services looking to grow their presence in the U.S. will be their ability to capture the hearts and minds of the Hispanic market. With 21% of U.S. Millennials identifying as Hispanic, this new generation of Hispannials, as they’ve been dubbed, is digitally ahead of the curve and has a much higher comfort level on mobile than ever before. A great opportunity to build a loyal and social-sharing-minded audience awaits those brands that make the effort to understand this demographic’s opinions and passions.

As cultural trends shift, so too do the devices and means of getting a message broadcast in the most effective channels. Although it was once assumed that the Hispanic consumer could be found gathered around the family television set or checking in with distant family members at the local Internet café, this has not been the case for some time and will certainly not hold true in 2015. We will continue to see the Hispanic consumer’s abandon¬ment of desktops and their quick transition to smartphones and tablets as their primary – and sometimes only – way to connect socially, share content, experience entertainment and purchase goods. All this will happen as other ethnicities are reaching the mobile device saturation point. Hispanics’ use of mobile is predicted to continue growing through 2018. Currently, 80% of the 52 million Hispanics in the U.S. are smartphone-ready, and of the 147 million people in the U.S. with tablets, nearly 19% of them (over 28 million) are Hispanic. These two categories account for 70.9% of Hispanics who are on the Internet in the U.S.

Although it was once assumed that the Hispanic consumer could be found gathered around the family television set or checking in with distant family members at the local Internet café, this has not been the case for some time and will certainly not hold true in 2015.

The need to step up the content game in 2015 will lead some brands to simply translate preexisting creative and toss it on Facebook. Such a mindset will not move the needle with this fiercely independent group that is tired of being subjected to stereotypes and hand-me-down content. To create anything relatable and shareable, we’ll need to dig deeper and deliver content that piques Hispanic’s true interest, in English or Spanish, as they search for an assortment of themes through which to be entertained and informed. This will include everything from arts and entertainment to politics and government, from the exploration of ethnic diversity and LGBT themes to the characterizations of modern antiheroes.

Video has become the heavyweight contender and might very possibly become the champion of the Hispanic content fight in 2015.

If that balance can be met, we will see the unparalleled devouring of video content by Hispanic consumers, who are currently 11% more likely to binge watch and 9% more likely to watch a web series on platforms such as YouTube. This consumption includes user-generated pieces like fan fiction, recipes and citizen journalism. Video has become the heavyweight contender and might very possibly become the champion of the Hispanic content fight in 2015.

The need to step up the content game in 2015 will lead some brands to simply translate preexisting creative and toss it on Facebook.

Striking that balance between content, message and culture in a way that truly resonates with the Hispanic consumer will not be an easy task for all. With Hispanics estimated this year at sharing content 5x more that non-Hispanics on social networks like Facebook and Twitter and expected to outpace all ethnic demographics on those channels through 2018, those who miss this opportunity are likely to lose out on more than just a strong fan base. Hispanics are already 1.3x likelier than non-Hispanics to follow the path to purchase from shared content and this trend is only expected to continue growing. If content is truly great and actually sharable for this group, it can lead to both intense brand loyalty and great sales.

2015 will be the year brands must dig deeper to understand where and what the Hispanic – and specifically the Hispanic Millennial – consumer craves. Those who lean on stereotypes and translated material will be missing out on a huge opportunity to create meaningful relationships that they can learn from, help broaden a brand’s regional and global appeal, and create consumer growth. Taco Tuesday and Cinco De Mayo need not apply.

David Santana has been Deep Focus Art Director since September 2013.He has also been working as Freelance Art Direction & Design for the last 6 years. Some of his clients include Century 21, 4mm Games, Arcade Group, Sony Music Entertainment, Sony Interactive and others. In 2013, he held the position of Senior Digital Designer at JWT leading the design team in digital design and interactive activations and representing the design team in branding and digital initiatives, from concept to execution. Prior to this, he was Creative Director at Brooklyn based Events & Creative Agency Villain, where he was in charge of handling every aspect of the creative process for clients, using a mix of digital and traditional techniques to achieve results.

192ef6b2e23318f94b178a91f6760abfLee Vann is the founder and CEO of hispanic digital agency Captura Group.

 Recently Portada asked a question that has been on the minds of content marketers everywhere: Will marketer owned media stretch consumer trust to a breaking point? The specific case examined was of Kellogg’s Días Grandiosos, noting that for the first time in its seven-year history, the Portada award for Top Content Provider to Hispanic Audiences was won by a brand-owned platform instead of a traditional media company.

Kellogg’s and Captura Group are indeed proud of that award, and agree that it signals a shift in the way brands communicate with consumers and where consumers turn for information online. Like any successful marketing strategy, you must begin with the consumer. What is important to her, beyond what she can buy? What entertains her? And most importantly: Why should she listen to you and engage with you?

Below are three ways to foster consumer trust with content marketing:

Relevancy

Disillusioned by the barrage of digital advertising they come across each day, the digital consumer craves relevancy. We spend a lot of time talking about cultural relevance when it comes to marketing to Hispanics, but it is never more important as it is in the content marketing space. Creating relevant and engaging content that serves to educate, entertain, empower and inspire rather than simply sell, establishes credibility and trust in the long run.

Originality

To get her attention, you must be original. Días Grandiosos con Kellogg’s, for example, connects with Hispanic families through stories about food, but also covers topics on family and culture through a journalistic approach that features real Latina women.  This unique approach is fresh and surprising and helps capture her attention, allowing for a deeper connection that is critical to build trust.

Authenticity

Taglines sell products; content sells brands. Moving away from traditional ad-speak is essential to leveling with the consumer in an authentic way and informing without sales pressure. As Portada mentioned, journalists have become a key component in this communication shift. We’ve examined the ways journalists give brands a content marketing edge on our blog, by being able to tell real stories that resonate with consumers while driving brand objectives in an authentic way.

Today’s digital consumer is smart, socially active, and weary of the traditional sales pitch. Content marketing serves to inform, educate and entertain, and when done well, brands may be rewarded with the most valuable asset: consumer trust.

Lee Vann founded Captura Group in 2001 to help clients reach online Hispanics in ways that make sense.  He has led the agency on the cutting edge of digital and content marketing for over a decade, providing solutions for top-tier clients in a variety of sectors.He is a contributor to Media Post’s Engage Hispanics blog, wrote the chapter on Hispanic digital marketing in M. Isabel  Valdés newest book, Win! The Hispanic Market and is a frequent speaker at Hispanic and digital marketing conferences.  Prior to founding Captura Group, Lee launched and served as VP of L90 Latino, the Hispanic division of the publicly traded Internet advertising company L90. Lee holds a B.A. in Economics from the University of California Berkeley and a M.B.A. from the University of Southern California with a concentration E-Commerce. Born in Mexico City, Mexico, Lee is bilingual and bicultural.

JDAnewSMpic-1Julie Diaz-Asper is Founding Partner & CEO at Social Lens Research.

Multicultural marketers have started shifting their ad dollars to mobile marketing.  Given that Hispanics are 10% more likely to own smartphones, spend 1.5 hours more time watching online video and are 11% more likely to access the Internet on mobile, it’s important that Hispanic marketers get mobile marketing right.

This month at #LATISM ’14, I moderated a panel on the important role content and social strategies play in engaging mobile-first and Hispanic-focused marketing efforts, as well as the types of messages that will be most effective.

Here are 4 key takeaways from the panelists:

1. A digital content gap exists

There’s a lack of compelling content for more acculturated or digital Hispanics.  Within the digital space, it’s challenging to find and reach this audience given the limited content that is exclusively created for Hispanics. A few start-ups have built businesses to address this gap, such as MiTu which is a Multi-Channel network who has built a Latino YouTube network and is creating web series with big players like Univision and Discovery Familia.

Ulysses Alvarado founded TuVisión Canal to fill the entertainment content gap for Hispanics. TuVisión is a platform dedicated to sharing content created by Hispanics for Hispanics.

There are over 528 million Spanish Speakers worldwide, which 259 million are currently on the Internet. Tech companies believe translating their interface will serve the need. We all know that is not true. To fill the void, Tu Visión Canal is committed to establishing itself as the new, worldwide voice for Latinos for sharing professional and user generated video, music, on-demand movies and community via our online and mobile interactive portal.
Ulysses Alvarado CEO & Co-Founder of Tu Visión Canal.

2. Companies need to translate ads for both culture and language

Companies are still relying too heavily on language translations versus crafting ads that resonate culturally with Hispanic audiences. Brands that invest in insight and understand Hispanics will stand out from the competition.

One great example is All State who leveraged research insights that showed Hispanics as being more inclined to blame bad luck or fate on accidents. All State casted a distinguished looking gentleman to “personify” bad luck in it’s Soy La Mala Suerte ad campaign. During the World Cup, All State offered fans an opportunity to send the rival team bad luck (watch promo here). This was a clever way to make the campaign more interactive, social and mobile friendly.

Culturally relevant digital ads are more appealing to Hispanic millennials. And because most Hispanics are highly engaged with mobiles and social media, it’s pivotal that brands add culturally relevant elements to campaigns in every kind of media platform. Crafting the right expressions, paying attention to nuances and variations of a language such as Spanish, looking for symbols that the audience can relate to are crucial elements to compete in a growing cross-cultural advertising market. Know the complexities of your audience.
Victor C. Soares, Editor, Sensis

3. Create engaging and rewarding mobile experiences

Mobile offers brands the opportunities to create unique, in-the-moment experiences. Mobile-dominant Hispanics spend many hours consuming content and playing games. In order to compete, ads will need to match the level of entertainment or value of offers (special deal, exclusive.)

MocoSpace got started in mobile before other social networks added mobile interfaces and has grown to 45 million users. 38% of their users are Hispanics and they have crafted social and immersive experiences to better reach and engage audiences.

We are certainly aware that our audience is highly engaged on mobile, and the Hispanic segment of our members really highlight all that you can do from your smartphone. Our members log in to play games and chat with their friends, but do not shy away from watching a video in a rich media banner, interacting with sponsored content, or adding a well-known logo to their collection of badges on their profile.
Allie Beauchesne, Director, MocoSpace

4. Analyze data to find opportunities:

Hispanics are leading mobile adoption for more advance purposes, from mobile commerce to running a business. Key opportunities exist to leverage niche uses to better target and reach this audience. Key to that is better understanding your niche target Hispanic and crafting messages that resonate.

With this growing world of data consumption and the analytics behind it, it is important to read between the lines to find these clues as to what resonates with the target community or demographic. Using a combination of cultural research, independent testing and data analytics will serve to communicate the message in a clear way to the consumer. Spanish is a language with many dialects, depending on the target audience, the marketer may want to consider the options in language and dialect.
Nydia Gutiérrez, associate, Dewey Square Group.

In the End: We are still in the experimental phase

The consensus of the panelists is that mobile is still in the experimental phase and that organizations will need to increase their investments in order to take full advantage of the opportunities that mobile provides.

Julie Diaz-Asper has spent more than two decades helping large organizations including American Express, Booz Allen and AARP innovate and pursue new market opportunities. In 2010, she launched GigCoin, the platform functions as a live panel facilitating on demand research for usability, surveys, niche community recruitments and social research contests. She launched Social Lens Research in early 2012 to offer more robust custom social research services including surveys for good programs, social research contests, mobile research and private community management. Since launching GigCoin and Social Lens Research she has worked with a wide range of customers including Google Multicultural, Univision, Consumer Reports en Español, Cabot Cheese, Mobile Future, Mobomo, CX Act, HITN, MocoSpace and Inspire.

Pierre Chappaz is CEO & Co-Founder of Ebuzzing and Teads Group.

Half of all internet advertising bought by brands is not seen by web users. It is a shocking statistic and the situation is worsening year on year, thanks to the rise of programmatic buying. In 2012 ComScore estimated that 31% of advertising was not seen, this number rose to 54% in 2013.

The recent announcement that GroupM will soon withdraw from open AdExchanges and operate solely on private exchanges clearly demonstrates that the lack of transparency and fraud in online advertising has reached an unsustainable level. It is time for an industry-wide rethink.

For video advertising the situation is potentially even more precarious, due to the domination of pre-roll advertising formats. Instream formats like pre-roll force web users to watch an advert before they are able to view their chosen video content. Leaving fraud, which accounts for 12% of all impressions , aside for now, the biggest threat to viewability is user behaviour.

The biggest threat to viewability is user behaviour

Today’s internet users have developed lightening quick reflexes to avoid advertising they do not wish to watch. They open a new tab or window, mute the sound the very instant an unwanted advertisement appears in front of their video content.

A recent study by Tubemogul revealed that 70% of all non-viewable impressions are non-viewable because the window in which the video is playing is no longer on the screen.

Once bot traffic is discounted, the viewability of pre-roll advertising drops to 22% on average and 48% in premium environments. Ultimately advertisers who buy on CPM are paying between two and five times more than they should.

To combat the issues surrounding viewability, new technology able to precisely measure the viewability of videos from beginning to end has been developed.

Pre-roll

Although monitoring viewability is key, it is more important to develop formats which encourage the user to watch an advert, not avoid it at all costs. Returning to the topic of pre-roll advertising, it is clear to me that the days of non-skippable pre-roll advertising are numbered.

The days of non-skippable pre-roll advertising are numbered.

It is impossible to force a web user, who is active, mobile and engaged, to watch an advert if they do not want to. Web users are not in the same frame of mind as those watching TV at the end of a long day, half asleep and too lazy to change the channel during the ad breaks, they will skip if they are not interested. While the majority of users may not be interested in watching your advertising, why not focus on those who actually want to hear from your brand?

We believe that adverts have more value when they are intentionally viewed by web users. Video adverts are often highly entertaining and great quality, and can be offered as relevant content, not a painful toll that must be paid before video content can be viewed.

The view-to-play concept is an efficient and elegant solution to the challenge of viewability in video advertising. But it also has another benefit: it opens huge new premium video inventory in the world’s largest media sites. The availability of such premium inventory, on a global scale, can only be good news for advertisers, agencies and media owners alike.

Pierre Chappaz has held marketing and communications positions at Toshiba, Computer Associates and IBM. He founded the site Kelkoo in 1999, he has been president of Yahoo Europe and also created Wikio in 2005, wich merged with Ebuzzing in 2009.

Michael-CohnMichael Cohn is the founder and Chief Technology Officer (CTO) of CompuKol Communications.

Social media has been around for a while now and you are working it effectively for your business. You may be tweaking and adjusting as you go but your basic structure and your basic approach to social media is solid and unaffected.

Adjusting as you go

The reason (and it may be obvious to you and to many other people) that you need to adjust as you go is because the needs of your clients as well as the needs of your business don’t always stay the same. They change over time and you have no choice but to change as those needs develop. One of the first (and most important) questions that you need to ask is what you are trying to achieve through your social media efforts. Your ultimate goal (whether for your clients or for your own business) is to develop a solid, effective online reputation that will carry you far or carry your clients far. As you go along that path, you will grow and learn and develop and mature.

Licence CC. Esther Vargas
Licence CC. Esther Vargas

Pretty much everything that you do online will alter your online reputation just a little bit. Of course, the big picture will be quite different than what you started out with and you will not necessarily see a dramatic change with each small change that you make. However, in the end, there will be significant and extremely positive changes to your online reputation or to the reputation of your clients. Influence and influencers are critically important to your professional success. When you are working with social media, you undoubtedly understand that your success through those tools are extremely dependent on networking, interacting regularly with your social communities, and identifying and forging relationships with influencers. Each piece is vitally important to your success.

Choosing your influencers

The first thing that you need to do is to identify exactly who your most significant influencers are. Once you have been able to do that, you can figure out where to place them in your structure of influence. If you consider the structure, you would place your influencers at the top of the structure. All other aspects of your social media structure would cascade downward (blogs, forums, eBooks, etc). As you are on the road to identifying your influencers, there are ways in which you can establish connections and get to know them quite easily.

Identifying a new structure

2013 HISPANIC MARKETING CHALLENGES: REACH BICULTURAL AUDIENCES,AND GET SOCIAL MEDIA RESOURCESIn your social media structure, you not only need to identify and choose your influencers but you also need to connect your influencers with your target audience. That may take more doing than you realized it would take. The reason that it may be challenging is because there is a chance that your target audience is intimidated by your influencers. It is your responsibility to bring them out and make them feel as comfortable as possible. It will definitely pay off.

The next thing that needs to happen is that you need to get your target audience to be willing to step out of their comfort zone. It may take some convincing and it may be frustrating but if you can manage to succeed at this, the rewards will be much greater than the effort that you have put in first.

The synergy between your influencers and your target audience

Licence CC. Carlos Torrado.
Licence CC. Carlos Torrado.

Once you have aligned everyone, your structure will start to sing. Your influencers are undoubtedly important and your target audience members are equally important to you. Once you have gotten to this point, you won’t have to do that much. Your influencers and your target audience will be sharing a meaningful relationship that will take care of itself and it will be significant for everyone involved. Your influencers have the power to give a great deal to your target audience and your target audience members will take what your influencers are giving, absorb the information like sponges, and run with it. It truly will be poetry in motion.

Conclusion

With the coupling of your influencers and your target audience, they have the potential to really take your business to the next level and to make sure that it keeps on growing and developing. Between you and your business, your target audience, and your influencers, you are a very powerful and exciting combination of people and organizations. However, it is important to remember that you are dealing with people and each person is different. It is up to you to figure out which combinations of people go best together. Your structure of influence and the activity that the people within your structure produce are all important and will all contribute to your success.

Michael Cohn is the founder and Chief Technology Officer (CTO) of CompuKol Communications. He has over 25 years of experience in IT and web technologies. His expertise includes business analysis; project management; management of global cross-matrix teams; systems engineering and analysis, architecture, prototyping and integration; technology evaluation and assessment; systems development; performance evaluation; and management of off-shore development. Mr. Cohn earned a Master’s degree in project management from George Washington University in Washington, DC; and a Master’s degree in computer science and a Bachelor of Science degree in electrical engineering from Fairleigh Dickinson University in Teaneck, NJ. 

Article Source: http://EzineArticles.com/8569427

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