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, I participated at the Social Media Strategies Summit in Miami (#SMSS 2012). I was invited to discuss the challenges of engaging bicultural Latinos via social media. The following is a quick recap of the key insights shared. The whole concept of my presentation was based on understanding the nature and mindset of bicultural […]

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The Challenging Language of Social Media

by Gus Razzetti on October 15, 2011

Hispanic marketing ain’t what it used to be. Spanish language media is no longer the exclusive territory of a consumer that now straddles across media and language. Long gone are the days where Latino consumers could be put into a box. And social media is the most vivid example of how Latinos put content preferences […]

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Latinos and the language of media

by Gus Razzetti on May 23, 2011

Last week, I had the pleasure to participate in the launch event for RPM Miami, the new show that can become a turning point for Hispanic TV. What’s the turning point you might ask? Is it simply because it’s about cars, speed, danger, and love? Or is it about personal interest? Not necessarily, though I […]

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