Online Marketing to Hispanics - How to Seize the Opportunity
February 22, 2011 :: Posted by: Carla Briceno
Latino Link, by Joe Kutchera, has been generating a lot of buzz since its recent release. The buzz is well-deserved, since this is the first effort to explain what marketers need to understand in order to fully take advantage of the opportunity presented by the combination of two major growth trends:
- Latinos’ increasing usage of digital, social and mobile media and
- The growing economic clout of the US Hispanic population.
Full of case studies and timely data, Latino Link is a great read for veterans of the Hispanic market who want to learn about recent initiatives, but also to those who are just starting to consider the potential of this dynamic and growing online community.
Among the topics Kutchera addresses are how to harness the energy of online influencers (such as Cumbio, the Argentinian flogger), how to engage Hispanic audiences online by developing content that will “speak” to them, using social media to distribute that content, and how to respond to online traffic from abroad.
Would you like to win a free, autographed copy of Latino Link?
If so, please share your comments and insights on this topic below in the comments or on Bixal’s Facebook page. Joe will be reviewing the comments and selecting a winner who will receive a signed copy of the book in the mail.
Here are a few questions to stimulate the discussion:
- Has your company or organization received traffic from unexpected Spanish-preferring markets? If so, what was your response?
- Are you currently targeting a Spanish-preferring market in the U.S. or abroad? If so, what segments are you focusing on and how are you trying to reach them?
- If you’re not currently targeting Spanish-speakers in the U.S. or abroad, what segments of this large, heterogeneous market would be most interested in your services or products?
Comments
Armando Bellmas said on Wed February 23 at 12:12
I’ve always had a passion for music, especially for the Latin alternative and rock scene. So three months ago I started a blog about just that: http://www.bestillplease.com.
The format is loose for now. I write about a specific song, old or new, in English. My goal is to connect the English speaking audience with Spanish-preferring tendencies to music they’ve never heard before and would most likely enjoy. I also recently started a podcast featuring Latin music blended with music in English. It’s a way to show that music crosses borders and barriers regardless of the language.
The future of the site is in the works. More focused and timely content, a set editorial calendar, relationships with the musicians and labels, and, ultimately, monetization and content sharing.
It’s an exciting time for opportunity, especially with the Latino population of the US growing exponentially. As a Cuban-American with proud roots I’m pushing forward head on.