In the age of social media, and geo fencing and retargeting campaigns, what once was impossible to discern, targeting the right Hispanic audience, at the right time, in the right place and with the right message, can now be razor focused.
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Having said that, as a respectable digital marketer, with experience on both sides of the isle, I would never say that Traditional Marketing doesn’t matter any more… (until it really doesn’t matter any more!) Today, Spanish TV advertising still delivers results, not only in terms of impressions and brand awareness, but also in terms of sales.
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Adapt your communications strategy. The brand is the brand is the brand. Your communications objectives in English should align with those in Spanish. So, rather than reinventing the wheel adapt your existing communication strategy by infusing it with Hispanic Cultural insights and, yes, idyosyncracies, which make things funny, memorable or relatable.
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It's not commercials, it's content. Content that needs to be produced carefully, thoughtfully and in great quantities. It also needs to have good production values- even if shot with an iPhone! It does not mean that video for the digital age will burn budgets at the rate of 30 sec's TV commercials,
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Facebook and Instagram finally found the golden nugget of Hispanic Marketing. It’s made impossible language-based decisions, which hindered true grit marketing to Hispanics, irrelevant. Now, you don’t have to do focus groups, project and speculate as to what language to use. Thanks to facbook, social media and Digital marketing in general, now all you hace to do is decide how to act upon it.
Read MoreWhy aren't Agencies as good at it? Because SEO, Inbound Marketing and Social Media marketing are not as sexy as writing, producing and editing Big TV Ads. Though they are more measurable, inexpensive and, arguably, even more effective at affecting the bottom line and generating sales.
Read Moreif you are looking to target Hispanics while maintaining synergy with your general market campaign, don't reach out to a translator because translations simply don't work, but also, don't go an hire a Hispanic
Read MoreThe fact that Hispanics over-index in just about any possitive online marketing measure, from higher click through rates on desketop and mobile, better email response, more ad clicking, Social Media participation, etc, a little investment on the part of the Brand or GM agency, could go a long, long way with new customer acquisition objectives.
Read MoreWhat was the Hispanic insight? It was that while most people believe that the man wears the pants at a Hispanic household, the reality is that the wife is the one that rules the house, plain and simple. What was the client's reaction? That's not a Hispanic insight, the same happens in General Market households. But I love it nonetheless because it is funny (and of course, because she wore the pants in her house- we assumed- and the spot appealed to her, personally.
Read MoreBut now that the “master” of advertising, Sir Martin Sorrell, has identified the 5 most creative U.S. Hispanic ideas that don’t seem to be “particularly Hispanic” as “…just another sign of how integrated Hispanics have become into the mainstream” it’s ok to present ideas that are not plastered with the Guacamole factor.
Read MoreHispanic Marketing agencies should be at the forefront of this trend. Not only do Hispanics over-index in all types of digital engagement, compared to the amounts of content available to the general market online, Hispanics only feed on "content scraps", if they are lucky
Read More99% of the time someone visits a website for the first time, they are not ready to make a purchase, vote for you, donate money to your cause or give you their data.
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