tag:blogger.com,1999:blog-1527232479029455833.comments2023-06-13T06:36:07.803-07:00Multicultural Issues in a New American SocietyFelipe Korzennyhttp://www.blogger.com/profile/01847908356248485747noreply@blogger.comBlogger32125tag:blogger.com,1999:blog-1527232479029455833.post-5513351731028961872010-06-30T08:00:41.028-07:002010-06-30T08:00:41.028-07:00Thanks for sharing your insights of electronic tra...Thanks for sharing your insights of electronic translators. This post is helpful. Barbara from IowaUnknownhttps://www.blogger.com/profile/05471555862760365477noreply@blogger.comtag:blogger.com,1999:blog-1527232479029455833.post-42883777978037582192010-06-03T13:56:09.709-07:002010-06-03T13:56:09.709-07:00Great point Dr. Korzenny, culture is an important ...Great point Dr. Korzenny, culture is an important factor when building campaigns to communicate an intended target market. Companies need to sped the time to do in depth research on their target market before they spend thousands or millions on campaign that might negatively affect their reputation. Consumer behavior and buying power should also be taken into consideration with cultural study as well.Frankie De Sotohttps://www.blogger.com/profile/13234156212013011942noreply@blogger.comtag:blogger.com,1999:blog-1527232479029455833.post-59026790874962917652010-05-24T17:04:30.103-07:002010-05-24T17:04:30.103-07:00Dr. Korzenny, I have begun course ADV 3410 as a st...Dr. Korzenny, I have begun course ADV 3410 as a student in in F.S.U.'s Panama City campus, and I've begun reading your electronic textbook. I'm sure that I will enjoy reading your insights on this website and in the virtual textbook.<br />BrianBrian McKayhttps://www.blogger.com/profile/14791775941933509184noreply@blogger.comtag:blogger.com,1999:blog-1527232479029455833.post-71703076119750124482010-03-27T08:17:39.545-07:002010-03-27T08:17:39.545-07:00There is no difference, of course, in the same way...There is no difference, of course, in the same way that a partiture can apply to many instruments. Nevertheless, there are nuts and bolts differences in langugage, imagery, messaging, key points... by the same token, there are no "Americans" and a message that will persuade say, a 25 year old clerk in a gas station in Iowa will not persuade a 25-year old clerk in a gas station in the Bronx... never mind a 25-year old recent MBA Graduate in Huntington Beach.<br /><br />We are beyond the issue of marketing, I think, and entering an era of massive micro-marketingMarcelo Saluphttps://www.blogger.com/profile/11868936187591927627noreply@blogger.comtag:blogger.com,1999:blog-1527232479029455833.post-47658031589306551782010-03-25T15:37:35.298-07:002010-03-25T15:37:35.298-07:00All of what you write is so very true. It still su...All of what you write is so very true. It still surprises me how many "old-school" marketing managers find a way to avoid targeting the Hispanic market. This is a huge untapped resource for all companies. Their newest generation, "Generation Equis," will hopefully be discovered and marketed to once the newest census data is available. Of course, forward thinking companies will be marketing to them before that!markman2008https://www.blogger.com/profile/16767826756257221675noreply@blogger.comtag:blogger.com,1999:blog-1527232479029455833.post-63555085032606374422010-02-27T14:58:31.713-08:002010-02-27T14:58:31.713-08:00I saw that issue of Cafe magazine that you talk ab...I saw that issue of Cafe magazine that you talk about. The cover story is an issue that needs more discussion, as it almost seems like a 'taboo' topic among Hispanics.<br /><br />That being said, I think the magazine will do well in English vs Spanish, as they seem to target a younger audience (as you said).DIY Papihttps://www.blogger.com/profile/01933625591707646804noreply@blogger.comtag:blogger.com,1999:blog-1527232479029455833.post-13965798802118622002010-02-25T08:17:37.652-08:002010-02-25T08:17:37.652-08:00Your posts speak to the importance and relevance o...Your posts speak to the importance and relevance of the Hispanic Market. I enjoy reading them. Being Latino in the U.S. is definitely a unique experience. Relevance for me can mean so many things as elements from several cultures speak to my interests. Excellent points!José Huitronhttps://www.blogger.com/profile/08081718210505469313noreply@blogger.comtag:blogger.com,1999:blog-1527232479029455833.post-25865472675373316262010-02-25T07:19:26.800-08:002010-02-25T07:19:26.800-08:00Hello there from Nashville, homebase for this Cuba...Hello there from Nashville, homebase for this Cuban-American kid from Miami.<br /><br />I too am interested in relevance and the quandary for marketers and advertisers as they try to reach out to Latinos, who come in all flavors, language ability and socio-economics.<br /><br />In my work, I focus on U.S.-dominant, acculturated, English-speaking Latinos. Why? That is who I am....I am an American with Latin descent. There are a lot of us and sadly, too many marketers kinda forget about us, those of us who don't speak only Spanish or watch novelas.<br /><br />My blogs, if you are interested...<br /><br />TikiTikiBlog.com<br />BilingualintheBoonies.com<br /><br />(Found you via HispanicTips.com, by the way. Y Mucho Gusto.)Carrie-in-TNhttps://www.blogger.com/profile/10938681944337788514noreply@blogger.comtag:blogger.com,1999:blog-1527232479029455833.post-84005727815969997522010-01-04T05:51:37.099-08:002010-01-04T05:51:37.099-08:00Nice line of thinking...apart from the assertion t...Nice line of thinking...apart from the assertion that all marketing will eventually become one-to-one. This misunderstands how mass behaviour works and how it is largely influenced. Culture is the product of the groups in which we live and thus Marketing or any other exogenous "lever" for change is likely to work through Culture.<br /><br />For more info, suggest you catch up at http://www.amazon.com/Herd-Change-Behaviour-Harnessing-Nature/dp/0470744596/ref=tmm_pap_title_0Herdmeisterhttps://www.blogger.com/profile/14769211239068368937noreply@blogger.comtag:blogger.com,1999:blog-1527232479029455833.post-84973227156788585542009-12-27T07:10:46.813-08:002009-12-27T07:10:46.813-08:00Nice article, as always. Don't forget Friendst...Nice article, as always. Don't forget Friendster.com for Asian groups where we see many Asian community groups are very active. Also, it's a rather sfe bet to say that Facebook will be pulling even further from MySpace due to the stronger interactive features that FB has. Outside of the US, MySpace have a rather weak position and big groups such as Indians are now leaving Orkut for Facebook so the explosiv growth Facebook has had will continue.Niklas Nikolaidishttp://adsheik.com/blognoreply@blogger.comtag:blogger.com,1999:blog-1527232479029455833.post-62254736030198503152009-09-30T22:45:09.089-07:002009-09-30T22:45:09.089-07:00Great article with very useful information! Multic...Great article with very useful information! Multicultural is a term that will not soon escape the bounds of social networking and engagement.Jose Huitronhttp://vistahispano.blogspot.comnoreply@blogger.comtag:blogger.com,1999:blog-1527232479029455833.post-78472888611125031142009-06-30T17:30:52.339-07:002009-06-30T17:30:52.339-07:00Great insights into the U.S. Hispanic online behav...Great insights into the U.S. Hispanic online behavior. I saw your article on e-Marketer, it inspired my post "Talking about Hispanics as a whole group is difficult." at<br />http://tinyurl.com/m5tpk9<br /><br />I would love to hear your feedback.Unknownhttps://www.blogger.com/profile/11854507213774020050noreply@blogger.comtag:blogger.com,1999:blog-1527232479029455833.post-67207609279481746212009-06-27T03:02:40.132-07:002009-06-27T03:02:40.132-07:00This comment has been removed by a blog administrator.Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-1527232479029455833.post-12488140101789471722009-05-09T09:58:00.000-07:002009-05-09T09:58:00.000-07:00Great insight and very valuable for career schools...Great insight and very valuable for career schools and colleges interested in reaching out to college-age Latinos.Eduardo Gonzalezhttp://egmdirect.comnoreply@blogger.comtag:blogger.com,1999:blog-1527232479029455833.post-84245226654686908642009-03-23T07:30:00.000-07:002009-03-23T07:30:00.000-07:00Dr. Korzenny,Great observation and analysis. I wou...Dr. Korzenny,<BR/><BR/>Great observation and analysis. I would guess that Hispanics and Asians are more likely to use social media to stay in touch because they are from collectivist cultures where relationships are an integral part of life.<BR/><BR/>Michael Soon Lee, MBA<BR/>Author: "Cross-Cultural Selling for Dummies"Michaelhttps://www.blogger.com/profile/10426945330266727582noreply@blogger.comtag:blogger.com,1999:blog-1527232479029455833.post-42518536251176167002009-03-12T09:02:00.000-07:002009-03-12T09:02:00.000-07:00Very useful information for all businesses. It wil...Very useful information for all businesses. It will definitely affect the way I use social media for my business. Thanks for the great post.Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-1527232479029455833.post-80936564287534509192009-01-19T15:42:00.000-08:002009-01-19T15:42:00.000-08:00I agree, alot of new media is taking hold of today...I agree, alot of new media is taking hold of today's digital culture and for advertising agencies and marketers to be successful they need to be more active in the social media environment. That is why I am making my hispanic blog, www.solpersona.com more multimedia related which will capture the Latina market and culture.Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-1527232479029455833.post-1514618360003441422009-01-09T20:48:00.000-08:002009-01-09T20:48:00.000-08:00Most of the heritage of the people of Latin Americ...Most of the heritage of the people of Latin America is from the Native American civilizations of this continent and the African immigrants that arrived with the Hispanic invasion and even before. The Spanish population is a minority, and our diversity is rich. Therefore our culture is not exclusively Hispanic nor Latino.qc.carloshttps://www.blogger.com/profile/09980842037853874847noreply@blogger.comtag:blogger.com,1999:blog-1527232479029455833.post-13060811736466239322008-12-29T15:51:00.000-08:002008-12-29T15:51:00.000-08:00Jennifer – This is indeed an excellent post and I ...Jennifer – This is indeed an excellent post and I thank Dr. Korzenny for his unrelenting, positive and valuable contributions to our industry. I’m excited to see the product of his new partnership with the well respected Captura Group. <BR/><BR/>Regarding your post, I’m curious to learn more about the type of information that you are researching for your nonprofit organization. In my experience, some data may be available at places like Hispanics in Philanthropy at http://www.hiponline.org/home/ or the Hispanic Federation at http://www.hispanicfederation.org/ or even The Latino Community Foundation of Colorado at http://www.rcfdenver.org/latinocfc/ However, it all depends what you are searching. <BR/><BR/>Hispanics in the U.S. and Latin America are well known for their strong tradition of giving. Although this tradition is mostly manifested through informal means, there are many success stories of well established nonprofit organizations engaging Hispanics in more organized ways of giving. <BR/><BR/>Speaking from my own experience in helping several non-profit organizations develop effective direct mail programs to raise funds in the U.S. Hispanic community, I know that Hispanics do participate in the process when they are asked and cultivated appropriately. In fact, they tend to have a stronger life-time-value than their counterparts in the general market. Although, a lot of this information is private, I have moderated several sessions in the past where participants have learned a lot from the case studies shared by leading nonprofit organizations. <BR/><BR/>So, keep attending these specialized conferences and let me know if the information above is helpful. <BR/><BR/>Hasta pronto.Gustavo_Gruberhttps://www.blogger.com/profile/06131735762376161953noreply@blogger.comtag:blogger.com,1999:blog-1527232479029455833.post-25118302055120148872008-12-27T01:19:00.000-08:002008-12-27T01:19:00.000-08:00As an international marketer based in Europe, I wa...As an international marketer based in Europe, I was struck by the similarities between what I do and the Hispanic marketing solutions in North America outlined here. <BR/><BR/>I agree with Jennifer when she says that you do not always need translation - simply targeting what you say to different cultures creates the connection. <BR/><BR/>Some "quick & easy" translations sort of remind me of people who speak loudly and slowly to foreigners, thinking that opens better communication.Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-1527232479029455833.post-62694541180187127192008-12-04T08:52:00.000-08:002008-12-04T08:52:00.000-08:00What multicultural marketers tend to forget is tha...What multicultural marketers tend to forget is that if people are not treated with sensitivity to their culture when they come into a store or office they still won't buy. Lack of cultural competence on the part of front line staff is what sabotages many multicultural marketing campaigns.<BR/>For more information, check out the book, "Cross-Cultural Selling for Dummies".Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-1527232479029455833.post-55004855899413682912008-12-01T13:19:00.000-08:002008-12-01T13:19:00.000-08:00I couldn’t agree more with Wilson (Latin Lingo). ...I couldn’t agree more with Wilson (Latin Lingo). Too often, the eagerness in trying to attract or engage Hispanics neglects the proper prep work (research), delivery and metrics to be built into marketing or communication campaigns built to reach them. If you want to properly engage and retain an audience, you have to be able to deliver the service. For example, I’ve seen far too many websites with “en espanol” capabilities that are simply a literal translation of the English version or ones that really might not need a Spanish version but rather should offer products or content that is relevant to the culture even if it is in English only. It makes me believe the strategy was simple a PR ploy to say Hispanics matter versus an authentic campaign to effectively engage them.<BR/><BR/>Also, I think Hispanic Marketing Trends for 2009 should include incorporating, sharing and reporting market knowledge. There are multitudes of places to find information and conversations from general marketing leaders that I think we are not seeing with Hispanic marketers. There are a few, but we are not seeing enough of them! <BR/><BR/>Finally, working for a nonprofit, I am curious to know if you have information on where we can find stats on Hispanics and cause marketing. Historically, we have not been known to be large donors or givers of our time when the service calls us to work outside of our community. <BR/><BR/>Thanks for the post! And it was great to see you live at AdTech in Miami, you were one of the best panelists there last year.Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-1527232479029455833.post-21055420208913378642008-11-25T10:37:00.000-08:002008-11-25T10:37:00.000-08:00Great post!! I would say the future belongs to {d...Great post!! I would say the future belongs to {digital/mobile}, grassroots, and high-touch. Any conventional media, TV/Print/Radio/Outdoor, needs to have a compelling digital/mobile component. The rapidly-growing USHispanic presence on Social Media will cause tremendous waves, which conventional media will rush to cover. It is just the beginning...Anonymoushttps://www.blogger.com/profile/07529802049574451239noreply@blogger.comtag:blogger.com,1999:blog-1527232479029455833.post-89851202212260212352008-11-24T07:19:00.000-08:002008-11-24T07:19:00.000-08:00Good post. I would add one more: Renewed focus o...Good post. I would add one more: Renewed focus on the service side of the brand. In other words, not only making the promise, but delivering on it at every touch point. It's not enought to attract us in a culturally-relevant manner you can't provide the service. So, readiness for the market is vital.<BR/><BR/>www.latin-lingo.comlatino lingohttps://www.blogger.com/profile/10159186036905008402noreply@blogger.comtag:blogger.com,1999:blog-1527232479029455833.post-88896973326172221752008-11-10T20:42:00.000-08:002008-11-10T20:42:00.000-08:00People should read this.People should read this.Anonymousnoreply@blogger.com