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Latinas’ Language Preferences in Media (Spoiler Alert: Spanish is Important)
10/01/2018
Language preference is one of the key factors to take into account when marketing to multicultural audiences, but it needs to be tackled wisely in order to actually succeed.
Curacao Launches Improvements, Including Revamped Stores and Price-Beat Guarantees
08/20/2018
Curacao is rolling out a series of initiatives to attract Hispanic millennials and reposition the company as the premier Omni-channel shopping destination for the new generation of Hispanic America.
Curacao’s Ariela Nerubay: “We Embrace the Reality of New Consumers, Which is ‘We Buy Because We Aspire to a Better Life'”
08/20/2018
Ariela Nerubay, CMO of Curacao, talked to Portada about the evolution of the company and how its new services will cater to Hispanics’ every need in a more effective way.
Macy’s Online Visitors Decline as Kohl’s Moves Up in June 2018 Rankings
08/02/2018
We looked at the top 15 online retail sites by visitors in the US in June of this year and how they scored in number of visitors.
On the Field and Off Cleveland’s Francisco Lindor’s Star Is Rising
07/30/2018
A crossover standout like Lindor, who has appeal not just to Latinos but to a wide variety of fans, can be what baseball needs as it struggles to market outside of die-hard fans, to younger audiences.
Portada Los Angeles: Here’s What You Missed
05/14/2018
Last Thursday at Portada Los Angeles, select speakers got together to discuss how all marketing is now multicultural marketing. Panels included varied topics ranging from taxes to Hollywood, attendees got a glimpse of what’s next for the Latino market.
GlobalWebIndex, Publicis Media Research Results: Though 60% of Hispanics are Bilingual, 78% Prefer English on Devices
03/21/2018
GlobalWebIndex and Publicis Media have published a dataset offering information about online behaviors, cultural preferences, and linguistic choices of Hispanic Americans. Hispanics represent 18% of the U.S. population; this data will help brands understand the segment’s complexities according to linguistics, regions, and cultural affiliations.
Study Shows Contextual Targeting Doubles Purchase Intent Among Hispanics
02/16/2018
UCI and MAGNA have revealed the results of their study “Marketing to the Hispanic Mindset”. In-language and in-culture video ads are more engaging for Hispanics, at times twice as effective as non-contextual targeted ads.
“Chupacabra”: TurboTax’s New Hispanic-Oriented Marketing Campaign
02/01/2018
TurboTax has added a Hispanic-oriented ad in Spanish to its “Nothing to be afraid of” campaign, which addresses the fear of doing taxes. It is aimed at giving confidence to Latinos and ensuring relevance of TurboTax among acculturated and unacculturated consumers.
INTERVIEW: Oath to Focus on Latin American Mobile Users
08/17/2017
Portada spoke with Armando Rodriguez, VP & Managing Director, LATAM & US Hispanic Region at Oath, about how the new brand will position itself in the Latin American and US Hispanic market.
eSports in Latin America is Far From Being a Sport in Brands’ Minds
07/25/2017
While the United States, Europe and Asia have positioned themselves as highly profitable markets for eSports, brands in Mexico and Latin America still do not think of it as sports.
Juanfutbol Confirms its Expansion Plans for Latin America
06/28/2017
A week ago, Univision announced its alliance with Juanfutbol to launch an exclusive soccer channel focused on millennials. Now, in an interview with Portada, Juanfutbol founder Miguel Ramírez Lombana tells us about his plans for expanding the business to a second country in Latin America.
NBC Sports Group Will Broadcast Esports Tournament
06/21/2017
NBC Sports Group announced today that it will host 2 versus 2 Rocket League Tournament, a new esports tournament, this summer.
Vertical Response Introduces Spanish-language E-Mail Marketing Solution
03/30/2017
VerticalResponse descargahas launched a translated email marketing service for Spanish speakers.With this update, Spanish speakers now have a platform to power their business’s email marketing programs.
Bloomberg’s Josh Rucci: “The U.S. Hispanic Market Plays a Very Important Role in Our Expansion.”
06/21/2016
Bloomberg’s Content Service, provider of news, photos, videos, and data to publishers and broadcasters, will expand its Spanish-language text news licensing offering.Bloomberg plans to more than triple its professionally-translated Bloomberg news stories and provide Spanish versions of Bloomberg News’ award-winning global coverage including output from bureaus in Bogota, Buenos Aires, Caracas, Lima, Madrid, Mexico City and Santiago.
Why Candidates Need to Up Their Social Game To Mobilize Latino Voters
03/01/2016
Julie Diaz-Asper, Founding Partner & CEO at Social Lens Research analyzed how expectations are high around the Latino vote in the 2016 election.
The Language of Search: Getting It Right
05/21/2015
What is the language for Search? English or Spanish? Even bilingual Hispanics sometimes search in Spanish, while Spanish-language searchers may need localized landing pages. Search and multicultural experts explain best practices for SEM.
Inside Voxxi’s Closure: 6 Lessons to be Learned
03/30/2015
Voxxi, the site catering to acculturated Latinos that launched in November 2011 backed by investor, Dr. Salomon Melgen, has closed. The site was not able to get enough revenues and/or get a new round of financing. It is not being updated, but current content is still being monetized by ad networks. The site’s closure offers interesting lesson for other English-language media targeting acculturated Hispanics, including Fusion. Portada talked to former Voxxi employees. 6 Lessons to be learned.