Monday, December 6, 2010

Latino Link Uncovers Great Ways to Gain Hispanic Customers Online

Funny how some ideas can stare businesses in the face, but the response from leaders never truly changes over time.


In 2004 and 2005, Anita Campbell wrote briefly on Latin American immigrants sending money to their home countries - “In 2004, immigrants to the United States sent home US $30 billion (yes, that’s billion with a “b”).” A year later she wrote that banks that had at first left this market to mom-and-pop outfits decided to court Latino customers again.


Fast forward to today. I learned about another pan-regional opportunity, this time from Joe Kutchera (@joekutchera ) through his new book Latino Link: Building Brands Online With Hispanic Communities and Content. The book, which delivers vital guidance, is distinctive not only because of its insights about Hispanic consumers, but also because of its tips containing nuanced analytic implications for how a business evaluates its online opportunities. I reached out for a review copy from the publisher, Paramount Market Publishing, a small business press based in Ithaca, New York.


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