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: 8.9 x 5.9 x 0.6 inches
• Shipping Weight: 8 ounces (View shipping rates and policies)
• Average Customer Review: 5.0 out of 5 stars  See all reviews (11 customer reviews)
• Amazon Best Sellers Rank: #1,192,734 in Books (See Top 100 in Books)

More About the Author

Joe Kutchera is the author of Latino Link: Building brands online with Hispanic communities and content (Paramount Books) and a leading speaker and advisor on reaching Hispanics, multicultural Americans and Latin Americans online. 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 web sites CNNExpansion, Quien.com and Chilango.com. 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.

You can read Joe's columns about best practices for reaching Latinos online on MediaPost and Portada. In addition, Joe often speaks in Mexico, Spain and the U.S. about how to localize content for Spanish-speakers. Joe has a BA from Macalester College and an MBA from Fordham University. 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 U.S.