Coming Soon!

A new report from Forrester Research reveals that 51% of U.S. Hispanics who use the internet prefer Spanish-language websites, while 23% are Spanish dependant. The Hispanic Consumer Technographics report also states that 49% of Hispanic adults are online at least monthly, up from 45% in 2005.

Tamara Barber, a researcher at Forrester Research, reported that device ownership is growing among Hispanics. This includes mobile devices like PDAs and ipods. I have found various pieces of research that back these findings that show Hispanic out-indexing the general market in instant messages, rich media consumption and use of multiple devices at once. Other results of her research include the following:

Hispanics are more likely to listen to Internet radio than general market consumers.

• POV: I believe that this could be because Hispanics are springing up in remote markets with small Hispanic populations like NC, Seattle and Virginia. The Hispanic market is also more likely to want to listen to stations from back home. When I lived in Orlando, I got a kick from watching NBC-6, Univision 23 and listen to Y-100 (local affiliates and stations for you non-ad people)…and we’re not talking another country. Although Miami is technically another country.

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http://www.hispanicmarketweekly.com/article.cms?id=7441

http://www.allbusiness.com/marketing-advertising/4176353-1.html 

Diego Naranjo / Miami Ad Guy

Diego’s cross-discipline experience combined with his expertise in the U.S. Hispanic market make him an invaluable tool as Clients require more integrated thinking. From awareness building to retail, both online and offline, Diego understands the full spectrum of marketing allowing him to offer Clients “big picture thinking”.

His passion for branding started as child with the Disney brand, which later grew into an internship at the Disney Consumer Products LatAm office in Miami. He eventually made his career “dream come true” working as an Advertising Manager at Disney’s Yellow Shoes Creative Group at WDW in Orlando, FL developing guest visitation strategies for top markets. He assisted in the conceptualization and execution of the company’s CRM program and helped establish the need for a Hispanic market equivalent. He also has had extensive media training and served as WDW’s resident Hispanic expert and Representative for Press Events, often hosting top Hispanic media and talent.

Since his days as a Disney employee, Diego has gone on to manage the General Motors brand for the Hispanic market at Accentmarketing, and acted as Brand Steward. During that time, he successfully launched the first Hispanic CRM Program at GM, assisted in the Hispanic sales recovery of September 11 and has integrated with a complex network of GM agencies. During his work on the Cadillac and HUMMER brands, Diego solidified his experience with the acculturated Hispanic consumer.

Diego also brings packaged goods experience on brands such as: RAID, Ziploc, Windex, Glade, Clean & Clear and Kraft from Zubi Advertising.

At Latin3, Diego is a Director on the Marketing Strategy & Services team working with clients to develop online marketing strategies that help attract, engage and retain Hispanic consumers for key Clients that include Cisco Systems, Target Stores, Discovery Networks, General Mills, Visa International, Cingular (the new AT&T) and Microsoft.

Additionally, Diego holds a BA from Florida International University.