Electronic Retailer - August 2011 - Outsert04

Perhaps because of its youth – the median age of
Hispanics is just under 28, and 75 percent of Hispanic
adults fall within the powerful 18-49 demographic
– Hispanics are open to new technology
more so than other demographics.
According to Nielsen, Hispanics are digital pio-
neers. They blog in large numbers and have led the
way in embracing mobile technology and social
networking.
Latin America Ethnic TV President Jose Luis
Valderrama says this busts one of the biggest
myths about the group.
“The worst assumption one can make about a
Hispanic is to think he or she is a misinformed consumer.
Hispanics are smart and very well informed,
aware of their necessities; they are intelligent, and
they adapt very well to technology,” he says.
“Hispanics over-index on TV and radio and out-
perform print and direct mail, and internet and
mobile are fast becoming D2C mediums of choice
for Hispanics,” Miyares says.
However, before targeting this expanding mar-
ket, it’s important to recognize some of the nuances
of that separate the Hispanics from the
general population. Marketers should take into
consideration the variety within the U.S. Hispan-
4
electronicRETAILER | U.S. Hispanic Guide 2011
ic market based on country of origin, language
and culture.
“Marketers should keep in mind that Hispanics
are similar, but they are not the same,” Valderrama
says. “Within this large market, there are different
nationalities that use different communication
‘codes’ according to their country of origin.
… We should not generalize Hispanics; we should
reach them as individuals, adapting the message accordingly
to each community.”
He says an advertiser that makes an effort to
learn the language and gets to about know each
community’s music and food will fi nd it easier to
build a trusting bond.
In the end, Miyares says marketing to Hispanics
is worth the investment.
“Be patient, be strategic and use the same com-
mon sense and techniques that you use to be successful
in English. ... If your product is successful
in the general market, there is a better than 75
percent chance that it can succeed in Spanish. You
just have to give it a fi ghting chance.”
To gain further insight into this growing demo-
graphic, Electronic Retailer asked experts in the
U.S. Hispanic market to offer its take on this thriving
market.

Electronic Retailer - August 2011

Table of Contents for the Digital Edition of Electronic Retailer - August 2011

Calendar of Events
Your Association, Your Bottom Line
Industry Reports
FTC Forum
eMarketer Research Facebook Marketing:
IMS Retail Rankings The Top 25 Shows and Spots
Jordan Whitney’s Top Categories
Lockard & Wechsler’s Clearance & Price Index
Ask the Expert
Cover Story TVGoods Buys AsSeenOnTV.com
Come Face2Face at D2C
The Wired World of U.S. Hispanics
Real Truth in Advertising
Marketing for TV is Just the Beginning
Teleservices
Legal
Creative
Member Spotlight
Advertiser Spotlight
Bulletin Board
Advertiser Index
Classifieds
Rick Petry
Electronic Retailer - August 2011 - Cover1
Electronic Retailer - August 2011 - cover2
Electronic Retailer - August 2011 - 3
Electronic Retailer - August 2011 - 4
Electronic Retailer - August 2011 - 5
Electronic Retailer - August 2011 - 6
Electronic Retailer - August 2011 - Calendar of Events
Electronic Retailer - August 2011 - Your Association, Your Bottom Line
Electronic Retailer - August 2011 - 9
Electronic Retailer - August 2011 - Industry Reports
Electronic Retailer - August 2011 - 11
Electronic Retailer - August 2011 - 12
Electronic Retailer - August 2011 - 13
Electronic Retailer - August 2011 - FTC Forum
Electronic Retailer - August 2011 - eMarketer Research Facebook Marketing:
Electronic Retailer - August 2011 - 16
Electronic Retailer - August 2011 - 17
Electronic Retailer - August 2011 - IMS Retail Rankings The Top 25 Shows and Spots
Electronic Retailer - August 2011 - 19
Electronic Retailer - August 2011 - Jordan Whitney’s Top Categories
Electronic Retailer - August 2011 - 21
Electronic Retailer - August 2011 - Lockard & Wechsler’s Clearance & Price Index
Electronic Retailer - August 2011 - 23
Electronic Retailer - August 2011 - 24
Electronic Retailer - August 2011 - Ask the Expert
Electronic Retailer - August 2011 - Cover Story TVGoods Buys AsSeenOnTV.com
Electronic Retailer - August 2011 - 27
Electronic Retailer - August 2011 - 28
Electronic Retailer - August 2011 - 29
Electronic Retailer - August 2011 - 30
Electronic Retailer - August 2011 - Come Face2Face at D2C
Electronic Retailer - August 2011 - 32
Electronic Retailer - August 2011 - 33
Electronic Retailer - August 2011 - The Wired World of U.S. Hispanics
Electronic Retailer - August 2011 - 35
Electronic Retailer - August 2011 - 36
Electronic Retailer - August 2011 - 37
Electronic Retailer - August 2011 - Real Truth in Advertising
Electronic Retailer - August 2011 - 39
Electronic Retailer - August 2011 - Marketing for TV is Just the Beginning
Electronic Retailer - August 2011 - 41
Electronic Retailer - August 2011 - 42
Electronic Retailer - August 2011 - 43
Electronic Retailer - August 2011 - Teleservices
Electronic Retailer - August 2011 - Legal
Electronic Retailer - August 2011 - 46
Electronic Retailer - August 2011 - 47
Electronic Retailer - August 2011 - Creative
Electronic Retailer - August 2011 - 49
Electronic Retailer - August 2011 - 50
Electronic Retailer - August 2011 - Member Spotlight
Electronic Retailer - August 2011 - 52
Electronic Retailer - August 2011 - Advertiser Spotlight
Electronic Retailer - August 2011 - 54
Electronic Retailer - August 2011 - Advertiser Index
Electronic Retailer - August 2011 - Classifieds
Electronic Retailer - August 2011 - 57
Electronic Retailer - August 2011 - Rick Petry
Electronic Retailer - August 2011 - cover3
Electronic Retailer - August 2011 - cover4
Electronic Retailer - August 2011 - Outsert01
Electronic Retailer - August 2011 - Outsert02
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