Monthly Archives: December 2006

Latin America Bloggers… Listen Up!

latinamerica.jpg My fellow Latin American bloggers… whether you’re a Latin American blogging about Latin American topics, or from another part of the world, but still blogging about Latin America, I have a place where you might want to visit. A friend of mine, Ricardo, together with another friend, Keith, are putting a special blogroll just for blogs on Latin American.

They do have special rules to even consider adding your blog on the blogroll; so please visit the post and submit yours! 😀

Looking forward to seeing a vast list of blogs there!


Just wanted to call your attention to, a wonderful idea my friend Paul has been pursuing since 2004. He traveled across the US on his bike (!!!) and filmed it all… take a look at his video. As the name says, he has 8 wishes he wants to realize, one of them being to raise awareness of children with learning disabilities and dyslexia and raise money ($1 million) to donate to schools.

The deadline is approaching and he needs all the help we can give him. Please go to 8wishes. com to learn how you can help.

Thank you so much!

Happy New Year! 🙂

Blogging Study

I’ve been doing some blogging this weekend trying to catch up quickly… I’ve finally become a member of MyBlogLog and have already made lots of contacts. One in particular was very interesting… Ricardo’s blog, Intranet Blogging, is all about corporate blogging and one of his lastest posts was on a blogging study titled Blogging Success Study – you can find the post here . Very interesting! I highly recommend you checking it out because there’s finally some “data” behind our blogging efforts.

Happy Holidays!

New Year’s Resolution

Increase online advertising budgets – Boost it or loose it!

This is the perfect time for a new year’s resolution, and I’d like to suggest to all marketers that they increase their online advertising budget in 2007. We’ve seen astronomical growth in online advertising in 2006; according to the Interactive Advertising Bureau (IAB) and PricewaterhouseCoopers LLP, “internet advertising revenues reached an estimated new record of $4.2 billion for the third quarter of 2006. The 2006 third quarter revenues represent a 33 percent increase over $3.1 billion in Q3 2005″. This shows how marketers have embraced the power of online advertising and how they have trusted the medium.

But, why are most marketers still not spending a fair percentage of their budget online? These are the two most common reasons:

  • search doesn’t bring us new customers; all of our orders come from searches on our brand name
  • we have a strong an organic presence on many keywords; it’s a waste of money to pay for traffic when we get it for free

These are all valid points, but the internet has dramatically changed consumers purchase behavior and online advertising is trying to tap into that. So far, we have learned that:

  • people are increasingly moving to the internet to search for product/service
  • people don’t search for products/services they don’t know exist
  • people use search to answer their “questions”

The above information tells us that online advertising is bridging the cap between the consumer awareness of a product/service and consumer interest and action – online advertising has become consumers’ concierge or “product location” service. Can’t you just imagine somebody searching for a pocket digital camera she just saw on TV or heard from a friend? When they do that search, you want to be there in front of them.

So, there you go marketers… think of paid search advertising as a way to facilitate your consumers’ purchase process while ripping the benefits of increased awareness and ROI. If I still didn’t convince you, you might as well go ahead and just do it because your competitors are doing it and you’ll be left behind.

Source: “Budgeting for Search Success.” Multichannel Merchant, 12/06.

Let’s Help the Blogging Community – In honor of the Z-listers

Today, I’ll be adding blogs’ links to my blog for a little link-love exchange event Laurence started with the purpose of giving dues to blogs you feel deserve to be recognized. Great idea! And it’ll help you get ranked higher (and with authority) on Technorati.

So let’s the give the love of blogging! All you have to do is to CUT and PASTE the list below and the blogs you’d like to add to a new blog post you’re going to create, and ask others to do the same. Here’s the list I got from Laurence’s website:


Creative Think
Movie Marketing Madness
Blog Till You Drop!
Get Shouty!
One Reader at a Time
The New PR
Own Your Brand!
Work, in Plain English
Buzz Canuck
New Millenium PR
Pardon My French
Troy Worman’s Blog
The Instigator Blog
Diva Marketing
Marketing Hipster
The Marketing Minute
Funny Business
The Frager Factor
Open The Dialogue
Word Sell
Note to CMO:
That’s Great Marketing!
Shotgun Marketing Blog
Customers Rock!
Being Peter Kim
Pow! Right Between The Eyes! Andy Nulman’s Blog About Surprise
Billions With Zero Knowledge
Working at Home on the Internet
MapleLeaf 2.0
Two Hat Marketing

The Emerging Brand
The Branding Blog
Drew’s Marketing Minute
Golden Practices
Tell Ten Friends
Flooring the Consumer
Kinetic Ideas
Unconventional Thinking
The Copywriting Maven
Hee-Haw Marketing
Scott Burkett’s Pothole on the Infobahn
Multi-Cult Classics
Logic + Emotion
Branding & Marketing
Popcorn n Roses
On Influence & Automation
Servant of Chaos
Presentation Zen
Dmitry Linkov
John Wagner
Nick Rice
CKs Blog
Design Sojourn
Frozen Puck
The Sartorialist
Small Surfaces
Africa Unchained
Marketing Nirvana
Bob Sutton
¡Hola! Oi! Hi!
Shut Up and Drink the Kool-Aid!
Women, Art, Life: Weaving It All Together
Community Guy
Social Media on the fly
Jeremy Latham’s Blog
SMogger Social Media Blog

New Media Wanderings

Return on Innovation

T’s Melange



Here’re my additions:



The Viral Garden

Let’s Blog! Branding, Advertising, Sharing, Exploring, Innovating… Blogging

The Qualitative Research Blog

Creating Passionate Users

The Origin of Brands

Beyond Madison Avenue

KDA Blog

Mind Space

Customer Experience Crossroads

Buzz Canuck




Ricardo’s Blog




Have fun!

Lost in translation makes for better adaptation

In 1985, Dr. Henry Adams, one of the founders of Market Development, Inc., and one of the country’s few Ph.D. psycholinguists and experimental psychologists, developed the concept of transcultural marketing. Its purpose was to allow the collection of solid, objective consumer data from multiple cultures that were conceptually equivalent.

One of the terms he coined was “adaptation” when talking about “translation” in research. Why adaptation and not translation? Because data must be comparable from one language to the other, and translation misses that completely, in other words, when you translate from one language to the other, the underlying “conceptual anchor” (meaning) is lost. In addition, translation imposes the concepts of one language on the other arbitrarily, whereas adaptation looks at each language conceptually independent from another, on their own merits, the only truly valid alternative for decision purposes. Technically, the researcher must assess (functional equivalence) whether a given concept or behavior serves the same function from country to country (or market to market); he must also determine (conceptual equivalence) whether these same concepts or behavior occur in different countries (or markets) and whether they are expressed is similar ways; and finally, he must examine whether the same classification scheme of objects can be used across countries (category equivalence). Without being too technical, the easiest example I always use to explain this is the word “fun” which cannot be directed translated in either Portuguese or Spanish, and therefore must be “adapted” to these languages in order to extract meaning.

Adaptation requires intimate knowledge of the culture and its idiosyncrasies, something that translation lacks in principle. Proof of that is the fact that not all Spanish-speaking people from Central and South America speak the same Spanish and have the same culture, even though they speak the same language.

I had the privilege of working with my husband on Fortune 100 client accts and learned his method first-hand. Unfortunately, this is something that’s not taught in schools, and if you don’t work in the field, the likelihood is that you won’t have any idea of its existence. Actually, if you don’t work for a decent-sized and sophisticated company or agency, it’s very unlikely that this methodology would ever be applied.

If you want to expand your marketing knowledge and globalize yourself, I highly recommend watching foreign films, TV shows, listening to foreign music, and also reading the extensive marketing research articles and magazines put out by ESOMAR (World Association of Research Professionals) and the leading European and Asian marketing research association that focuses a lot on transcultural marketing; TNS and Nielsen, the two largest marketing intelligence firms in the world with affiliates in most major countries, and various international marketing research books and articles, such as Research World published by ESOMAR.