Agency

The second day of the three-day ahaa conference in Miami Beach, Fla. started off on a political note, as Democratic San Antonio Mayor Julian Castro suggested that attendees look to Texas to gain a peek at what the rest of the U.S. will eventually look like in the coming years. By Adam R Jacobson, for HispanicAd

A record 33.7 million Hispanics of Mexican origin resided in the United States in 2012, according to an analysis of Census Bureau data by Pew Research Center. This estimate includes 11.4 million immigrants born in Mexico and 22.3 million born in the U.S. who self-identified as Hispanics of Mexican origin.

The Latino population in the U.S. is growing—and in places many people might not be looking. While historically Hispanic-designated market areas (DMAs) like Miami and New York still have the largest shares of the Latino population, new research from Nielsen highlights how the pace of growth is soaring in a range of areas outside of these concentrated immigrant gateways.

As part of its Thought Leadership strategy to provide in-depth understanding of the diversity of the Hispanic market, AHAA: The Voice of Hispanic Marketing explores the Upscale Latino segment as part of its research series released during the AHAA 2013 Conference. The study revealed that this viable and sophisticated market boasts 40 percent of Hispanic Spending Power, lives in a world of cultural duality, and provides lifetime value and upside opportunities for many high-end and luxury brands. The most influential segment since the baby boomers, Upscale Hispanics will drive shifts in category consideration, purchasing behavior and brand relationship.

“To know thy own target audience” could be the mantra of today’s successful marketing campaigns. Hispanic Millennials, GenXers and Boomer generational segments have unique consumer buying patterns. How they view the marketplace is influenced by a combination of macro-trends of their respective generations, by their lifestage priorities, and by their cultural orientation. This AHAA study, in collaboration with AARP, Targeting the Best Hispanic Consumer: A Generational and Cultural Orientation Study, dives into the differences in buying behavior of these segments as well as how they compare to their general market counterparts. In doing so, this study identifies business building opportunities for marketers.

“If everyone understood it, it wouldn’t be an opportunity.”

Those words, said about the U.S. Hispanic market by WPP Group CEO Sir Martin Sorrell, were tweeted Monday by dozens of attendees at the start of the annual ahaa conference in Miami Beach, Fla.

BY Adam R Jacobson, for HispanicAd.com

In corner offices around the world, in marbled boardrooms and in whisky bars, they gather: movie executives, trying to figure out how to keep people coming to the movies. Music titans, scheming about suing file-sharers. Television producers, debating how they can force people to watch commercials. The business models of the last 60 years are under threat, nobody’s figured out yet how to make enough money out of the new ones, and everybody’s worried.

Manuel Delgado – CEO of AGUA Simply put, the American Dream is the only reason why Hispanics are here. The pilgrims came to America as religious refugees, looking for a better place to make their lives. Hispanic immigrants come here as economic refugees, looking for a better place to make a living. We’re here because we can work here. There are as many journeys to the US as there are Hispanics.

Dubbed “Aroma de Amor,” the web-only Spanish-language novela seeks to connect with consumers while entertaining them with original content, the company notes. Featuring love, friendship, and royalty wrapped into a storyline that puts Gain front and center, the novela features actors Melvin Cabrera, Gabriela Vergara, Fernanda Romero, and Angie Russian.
BY Adam R Jacobson, for HispanicAd.

This issue takes a deeper look at how Hispanic shoppers seek out experiences in-stores and leverage their mobile devices to find information at the shelf. In addition, differences are noted when it comes to seasonal shopping periods and the types of products they are buying, which includes when they prioritize name brands versus private labels.

Mother’s Day is almost upon us – a time for celebrating all that mothers do for their families. With the goal of uncovering what the Hispanic parents of today are really like, Tr3s talked to Latino families as part of its 2012 research study coined “Hispanic Adult Millennials Living The Next Normal: Age Of Uncertainty”. By Insight Tr3s