Digital marketing is an all-encompassing term for any software-based marketing on any digital platform. This includes any advertising campaign that is viewed on any website, browser, or app and on any digital device from smartphones to desktop computers.

Hispanics represent a large, promising market – they are predicted to account for 10.6% of total US buying power by 2019 (Selig Center for Economic Growth). However, brands still struggle to tap into them. The following is information that brands should know in order to tap into the immense purchasing power of the Hispanic market.

Traditional Hispanic Marketing Campaigns geared toward Hispanics can often fall into a familiar trap, relying too heavily on overused tropes such as a love for soccer, cars and the importance of family. Which are all true but spent as codices for marketing purposes.

With the explosion of smartphones, the digital market changed advertising forever. Research shows that Hispanics spend more time browsing their smartphones than any other consumer group. They view video content more often and longer than the general market. Furthermore, they are more likely to click on advertising links than the general market.

Increased use of English and Spanglish for Hispanic millennials is predicted for the future, it’s a channel of creativity, funny jokes or play on words. an opportunity to reach Hispanics as only US Hispanics would understand. The possibilities are endless. The Hispanic consumer is renowned for it’s creativity and humor

Hispanics consume more mobile video content on social media than any other ethnic group. Currently, the Hispanic consumer views 66 percent more video content on their smartphones every week than non-Hispanic consumers. Hispanic Digital Marketing can include video content in both languages and in Spanglis

In the US there is a market segment beaming with opportunity but is severely underserved. This is the Hispanic community. You might be forgiven to assume that a minority group may not be a lucrative market to target, but Hispanic millennial market trends suggest otherwise.

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.

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.

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.