Latino: The New Language of Rolling Stone

by Gus Razzetti on February 5, 2013

In the beginning it was the language. That’s how marketing to Latinos started. And agencies and the media put the Latino consumer in a “language cage.” It was as if Latinos lived in a silo, connecting only with Spanish language and Spanish media. Today’s Latino reality, with 70 percent self-defined as “bicultural,” is completely different. […]

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Last week, while flying back from NYC, I was reading an interesting article in the Sunday magazine of The New York Times. According to new scientific research, if you are trying to persuade someone, “marshaling data and making rational arguments won’t work. Whether you’re changing your own mind or someone else’s, the key is emotional, […]

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Limitless Mobile Latinos: A Segmentation Approach

by Gus Razzetti on December 9, 2012

Last Friday, I had the honor to be part of the Hispanic Mobile Panel at the #LATISM (Latinos in Social Media) 2012 conference in Houston with Giovanni Rodriguez. During the past years, we both have been writing on how Latinos will be (are) leading the mobile web. Now with almost a 60 percent penetration of […]

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Last week, my co-columnist Giovanni Rodriguez and I conducted a webinar to launch our new book “Latinosphere: Marketing With Latinos in the Age of Digital.” Thanks to ClickZ’s organization, we had many participants and a great conversation. More about that later. Both Giovanni and I have been writing for this column for almost two years. […]

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