1. U.S. Hispanic spending power growth has significantly outpaced non-Hispanic with an average of $5 more per basket.

To allocate budgets properly, however, requires an honest look at and understanding of who your actual customer is today and who it will be in the future. Again, sounds obvious, right? Yet, many marketers don't know -- or perhaps don't want to know -- and often resort to going by who their customer was yesterday to make budget allocation decisions for today and for tomorrow.

In the past year, usage of social networking websites has exploded among all ethnic groups and we expect this trend to continue. While preferences of certain social networking sites might change over time, social media promises to remain relevant for all ethnic groups.

As the overall demographic landscape continues to evolve, and the "general market" continues to become less "general," Hispanic and multicultural marketers will find themselves in an advantageous position to lead the marketing conversation.

"This promotion provides a tangible tool for being able to attain that dream," says Coke's Reinaldo Padua. "One of the most popular products in the market for learning English among Hispanic consumers is Inglés sin Barreras. We are excited that Coke can offer access to that material with our partner."

Hispanic consumers are among the highest indexing profile of those who notice DOOH, according to Arbitron. The "digital" nature of digital out-of-home media can lend itself to an array of options in delivering the right message to the right consumer at the right time.

Here is a snapshot of today's Hispanic online market.

While the exact approach to driving product trials and word of mouth activity in the Hispanic market will vary depending on the particulars of each product, company and industry, there are some general guidelines that can be used as an effective framework. Let's start by looking at driving trial product consumption.

Now, marketing to Latinos gets beyond language to consider "retro-acculturation" and cultural "swirl," taking Latino-relevant marketing into the demographic future.

"Thomas Friedman's 'The World Is Flat' epitomizes Western Union," CMO Gail Galuppo says. "Borders are truly fading. We have to understand consumers around the world." Its numbers reflect that. Western Union had revenue of $5.3 billion from consumers in 15,000 ethnic corridors around the world.