Latino Link: Building Brands Online with Hispanic Communities and Content [Paperback]

Joe Kutchera (Author)

Book Description

Publication Date: September 28, 2010

An amazing convergence is happening in marketing today: the growth of the U. S. Hispanic population and the growth of digital media. Hispanics increasingly use the internet to keep in touch with family and friends, anywhere in the world. They search for product information. They compare prices, print coupons, and shop online.

In Latino Link, Joe Kutchera outlines the issues that your company needs to understand in order to successfully cater to Hispanic consumers online, including shopping behavior, social networks, translation, localization, and emerging mobile platforms. In addition, the author illustrates how marketers can grow their businesses virtually to reach Spanish-speakers in Latin America.

Case studies in the book detail the experiences of Best Buy, Amereican Family Insurance, H&R Block, Ford Motor Company, Lexicon Marketing, and Monster.

Each chapter ends with a succinct summary of Lessons Learned.

Editorial Reviews

Review

Joe Kutchera's book is a great place to start thinking about how large communities of consumers are demanding different content from you. --Seth Godin, author of Tribes and Linchpin

Latino Link highlights how to connect to Hispanic consumers with culturally relevant, localized content on multiple platforms. The insights here can help you redefine your brand and business success in the decade ahead. --Jacqueline Hernandez, Chief Operating Officer, Telemundo

Advertisers can no longer ignore 30 million online U.S. Hispanics. In his book, Latino Link, Joe Kutchera expertly explains how to use your website and search engines to successfully target your advertising messages in a cost effective manner. --John Farrell, Director, Mexico and US Hispanic, Google

Latino Link highlights how to connect to Hispanic consumers with culturally relevant, localized content on multiple platforms. The insights here can help you redefine your brand and business success in the decade ahead. --Jacqueline Hernandez, Chief Operating Officer, Telemundo

Advertisers can no longer ignore 30 million online U.S. Hispanics. In his book, Latino Link, Joe Kutchera expertly explains how to use your website and search engines to successfully target your advertising messages in a cost effective manner. --John Farrell, Director, Mexico and US Hispanic, Google

About the Author

Joe Kutchera is a leading speaker and consultant on reaching Hispanics and Latin Americans online, bringing over 11 years of interactive sales and marketing experience to his clients.

Previously, Joe launched ContextWeb s Spanish-language ad network for U.S. Hispanics and opened its Mexico City office as its Director of Spanish-Language Markets.

During his nine-year tenure at Time Warner, Joe built web properties such as Warner Bros. Online, ThisOldHouse.com, CNNMoney, and CNNExpansion. During his last two years at the company, Joe started the digital ad sales team for Grupo Editorial Expansion in Mexico City, acquired by Time Inc in 2005, launching the websites CNNExpansion, Quien.com and Chilango.com.

You can read Joe s columns about best practices for reaching U.S. Latinos online on MediaPost and Portada. Joe has spoken at conferences and universities in the U.S., Spain, and Mexico about the consumer behavior of Hispanics and Latin Americans online as well as how to develop and localize content for them. In addition, Joe has written for iMedia, Life & Style and Chilango magazines as well as the Milwaukee Journal Sentinel, his hometown newspaper.

Joe has served as a board member for the Interactive Advertising Bureau (IAB) Mexico and as a member of the Hispanic Committee for the IAB in the United States. He has a BA from Macalester College and an MBA from Fordham University. He currently lives in Chicago and has lived in Mexico City, New York, Prague and San Juan, Puerto Rico.

Product Details

• Paperback: 216 pages
• Publisher: Paramount Market Publishing, Inc.; First edition (September 28, 2010)
• Language: English
• ISBN-10: 0981986986
• ISBN-13: 978-0981986982
• Product Dimensions: 6.3 x 9.5 inches
• Shipping Weight: 8 ounces (View shipping rates and policies)
• Average Customer Review: 4.9 out of 5 stars  See all reviews (14 customer reviews)
• Amazon Best Sellers Rank: #1,415,671 in Books (See Top 100 in Books)

More About the Author

Joe Kutchera advises companies on how to best develop culturally customized content for social media, newsletters and websites. He is the author of two books including Latino Link: Building brands online with Hispanic communities and content and has been featured on Advertising Age, BBC Mundo, CNN en español, NBC Latino, and Telemundo. Joe writes for Fox News Latino and has served as a board member for the Interactive Advertising Bureau (IAB) Mexico and as a member of the Hispanic Committee for the IAB in the U.S.

During his nine-year tenure at Time Warner, Joe built web properties such as Warner Bros. Online, ThisOldHouse.com, CNNMoney, and CNNExpansion. In his last two years at the company, Joe started the digital ad sales team for Grupo Expansion in Mexico City (acquired by Time, Inc. in 2005), launching the web sites CNNExpansion, the largest business news site in Mexico.

Most Helpful Customer Reviews

4 of 4 people found the following review helpful

5.0 out of 5 stars Latino Link: Building Brands Online with Hispanic Communities and Content October 6, 2010

By Dr. Jukka Laitamaki from NYU

Format:Paperback

This is a very topical and well written book on Latino markets backed up with stats and great case studies. Highly recommended for managers and business students who want to understand the online consumer behavior of Latinos in the U.S. and abroad. Joe Kutchera is a great speaker with abundance of relevant case studies and deep insights of Latino markets.

2 of 2 people found the following review helpful

5.0 out of 5 stars Great source on Hispanic online media November 16, 2010

By Frankie De Soto

Format:Paperback

This book will really help you understand how Hispanics are using online media and the best way to reach them as a target market. I like the fact that the book contains graphs and case studies that will help you get a better idea to help you get started. This book is great for marketing research and for the academic classroom.

2 of 2 people found the following review helpful

5.0 out of 5 stars A must for any business striving to serve the Latino community November 14, 2010

By Midwest Book Review

Format:Paperback

The Hispanic population is the fastest growing population in America. "Latino Link: Building Brands Online with Hispanic Communities and Content" is a guide to expanding one's internet presence to the Hispanic community, by doing more than simply offering Spanish language equivalents for their websites. Outreaching to Latino concerns, needs, and wants, one can tap this massive potential market and succeed well from it. "Latino Link" is a must for any business striving to serve the Latino community.