Que Rica Vida, General Mills' Spanish-language website, aims to serve its audience as a trusted friend and resource by providing culturally relevant content that can help moms adjust to their new lives.
To some, mobile is unpredictable, new. There's still an element of hesitation for many brands -- a hesitation that we in the mobile marketing space don't understand. But if anything, mobile is more targeted, personal and ROI-driven than other media where most multicultural dollars are being spent, like TV and radio.
Although the report from Pew signals a serious social issue, I leveraged the data to develop a Hispanic online segmentation model based on country of origin and as a result identified a fascinating opportunity.
As technology advances, and Hispanics continue to show a propensity towards early adoption of digital technology and devices, mobile commerce and kiosks might represent interesting new "channels" to sell to Hispanics electronically.