I think there is something fundamentally different about online Hispanics, their attitude towards the Internet, and the companies that market to them online.
while it's clear that consumers are neither one dimensional nor language-centric, for those businesses that are serious about reaching the entire spectrum of the U.S. Hispanic community, then, connecting to the Spanish-preferred and Spanish-reliant audience through a cost-effective Spanish SEO campaign can be an integral part of the overall Hispanic search engine marketing strategy.
Marketing communications inherently seek to educate and to persuade. There's no reason why marketers should experience any drop-off in either as they migrate their copy from English to Spanish -- so long as they don't lose their grasp of nuance or their respect for what can be crucial linguistic and cultural differences.
Obviously, Beringer sees its pilot campaign, which will continue through the end of this year, as an opportunity to create and enhance brand preference and loyalty in a very promising growth market (7.3 million Latinos 21 and older consume wine, and 20% report drinking one or more glasses of wine in the past 30 days, for an average of five glasses per month).
Like any marketing campaign, succeeding on Twitter requires a well-thought-out strategy and a continuous, two-way dialogue that provides value to a given target audience. It also doesn't hurt to have a television network that reaches millions of households.
All of these quantitative data are sound and the conclusion is pretty straightforward: Hispanics use social media as much or more than their general market counterparts. That's great and all, but it doesn't really help a marketer figure out how to use social media to market to Hispanics.
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.