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Globalization of Search: US Hispanic Marketing

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Metrics and measurement: not the exclusive purview of search marketing and web analytics.

CNN's Taylor Gandossy takes a look at what the word "Hispanic" (US-government issue, circa 1970s) means in cultural terms: The complicated measure of being Hispanic in America.

Gandossy notes the U.S. Census allows people of Hispanic or Latino origin to choose one of four listed categories of origin: Mexican, Puerto Rican, Cuban or "other Spanish, Hispanic or Latino." .The "other" category allows fill-in-the-blank specific descriptions, such as Salvadoran, Argentinean or Dominican origin.

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Search marketing strategies "targeting" people of Hispanic or Latino origin can be complex. For some of the reasons why, SEW Expert Eric Enge turns to Maria Lopez-Knowles, SVP at MRM Worldwide for a global agency perspective.


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