Commentary

Making The Most Of Hispanic Marketing Efforts

Are there any social or mobile platforms on which Hispanics don’t over index? Not according to panelists at MediaPost’s Engage: Hispanics conference, on Thursday.    

“Hispanics are the over-indexing mainstream,” half-joked Gabriel Andriollo, Digital Strategist and StudioB Lead at Burson-Marsteller Miami.

That, of course, doesn’t mean brands can compete any less aggressively to reach this valuable demographic.

To do so, what are some strategies that the pros are employing?

For Telemundo, creating its own content is key, according to Gustavo Granados, Senior Director of Digital Production at the NBCU unit. “That’s what makes the difference,” Granados said.

The key for Conill is having a really solid platform strategy, said Andy Nelson, VP and Director of Social Media at the Latino marketing agency. That, and really “thinking about cultural nuance,” said Nelson.

Andriollo said “crafting a good story” is essential to Burson-Marsteller’s approach, and keeping emotion front and center.

Communicus, meanwhile, sees the best results when channel strategies are closely aligned, according to Aleena Astorga Roeschley, Research Director and Multicultural Expert at the ad consultancy. “That calls for a single brand voice across channels,” Roeschley said.

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