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Latino Link: Building Brands Online with Hispanic Communities and Content Paperback – September 28, 2010

4.9 out of 5 stars 20 customer reviews

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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.

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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: 0.8 x 6.2 x 9.5 inches
  • Shipping Weight: 8 ounces (View shipping rates and policies)
  • Average Customer Review: 4.8 out of 5 stars  See all reviews (20 customer reviews)
  • Amazon Best Sellers Rank: #2,235,367 in Books (See Top 100 in Books)

Customer Reviews

Top Customer Reviews

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.
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Format: Paperback
The demographics are clear... the US Hispanic population is growing quickly. According to PEW research, The Hispanic population grew to 53 million in 2012, a 50% increase since 2000 and nearly six times the population in 1970, Hispanic population growth accounted for more than half of the country’s growth between 2000-2012. In his book, Latino Link, Joe Kutchera clearly explains how to reach this critical demographic online. Not only does he explain how to reach them within the US, but he points out the number of Hispanics around the globe who are seeking information and content online. This book is a GREAT foundation for those who are new to the Hispanic market....outstanding case studies walk the novice through methodology. My only concern with this book is that technology continues to evolve so quickly that some of the tactics cited in the case studies are dated. Nonethless, terrific insight into how to communicate with a critical market segment.
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Format: Paperback Verified Purchase
As we all know, there are a few books on Hispanic Marketing, but this is the only book, which I would recommend, on digital marketing for the Hispanic consumer. I consider Joe Kutchera an expert in this space and I would recommend the book to anyone who may be getting into digital marketing for the first time or moving past the basics. The book is well written and clear. There are plenty of real case examples which complement the demographic and psychographic profile of the Hispanic consumer. A must read.
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Format: Kindle Edition
Latino Link is a brilliantly written book that covers all what segment, digital and brand marketers need to know to target efficiently and optimally the Hispanic consumer. Covering the main Hispanic sub-segments: The Latina mom, the Bicultural and the Spanish- preferred Hispanic consumers, it is comprehensive resource that demystifies the digital behaviors and habits of this growing and strategically important Market.

Rajaa Grar
Sr. brand manager, Starbucks Coffee Company
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Format: Paperback
“Latino Link” is full of great insights and valuable case studies. Joe Kutchera’s compelling arguments and recommendations are useful not just for companies targeting Latinos, but also for those seeking to expand to international markets or targeting specific ethnic groups. A must-read for anyone who works with global / international marketing or social media.
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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.
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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.
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Format: Paperback Verified Purchase
I've used this book to help me understand conduct research to inform design and strategy regarding Hispanic Consumers. When I first bought it, I was scrambling to get background knowledge on Hispanic Consumers. I'm a User Experience Researcher and found this book to be extremely helpful when it came to using the available resources and lessons learned from Marketing and Hispanic Consumers. I was happy to see that Joe was no stranger to Usability and User Experience. I have recommended this book to any colleague and friend who is working with Hispanic consumers and used this book extensively to help me craft my research questions for my dissertation.

I strongly encourage anyone to read this book to gain a better understanding of Hispanic Consumers, specially when it comes to digital media and strategies.

Veronica Hinkle, PhD.
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