Globalization of Search: US Hispanic Marketing

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.

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.

About the author

Kevin Heisler, formerly the executive editor of Search Engine Watch, is a search and advertising industry veteran. His former roles include VP, strategic accounts for integrated digital marketing firm 360i; director of business development for Didit Search Marketing; and search industry analyst at Jupiter Research.

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