These very savvy consumers don't react well to traditional communications strategies to influence what they talk about. You need to engage them in a conversation that is relevant to the material they blog about in an organic manner.

Gaps in this crucial demographic can be addressed with culturally relevant communications targeted to the diverse segments of the Hispanic population.

By now, every smart marketer realizes that reaching Hispanics online is crucial. U.S. Hispanics will represent a collective spending power of over $1 trillion by 2011 - and some 30 million Hispanics will be online by 2012, according to eMarketer. No one can afford to miss out on connecting with this highly important audience.

Although today's retail forecasts may point to cloudy skies ahead for the upcoming back-to-school and holiday seasons, bold marketers will chase after the rays of light on the horizon-the buying power of the ever-growing Hispanic consumer.