Page 31 - HSMR2018

2018 Hispanic Social Marketing Report, presented by Being Latino Q&A: GROWTH, BUT SLOWER THAN DESERVED
Desiree Katzenberger
Associate Media Director, d expósito & Partners
Hispanic Market Overview: How would you describe the efforts of brands today on digital/social solutions that incorporate Hispanic/multicultural outreach? Is it growing exponentially, or is there still a long education process involved in getting companies to devote dollars and attention to this?
Desiree Katzenberger: Hispanic/Multicultural designated social marketing campaigns are growing — but not necessarily at the pace that it deserves, especially when these segments over-index in social media usage, representing roughly 40% of all users; Hispanics comprise 52% of the multicultural users, according to eMarketer.
Certainly, the biggest growth has been from Paid Media and Public Relations. The use of data integrations and optimizations have allowed brands to see immediate results as they precisely reach this audience. Also, almost every media extension includes social media in some shape or form, whether it is through influencers, hashtags, filters, lens, etc. As brands continue to reap the rewards by venturing into the Hispanic/Multicultural social space through dedicated efforts, the education process will become slightly easier to ensure that the proper amount of attention or budgets are allocated within future communication plans.
Nonetheless, the recent Facebook/Cambridge Analytica scandal, with the issues of consumer privacy and transparency, may hinder the growth of Hispanic Social Media communications by some brands. It’s unknown what the long-term impact may be.
HMO: Are digital/social multicultural and U.S. Hispanic efforts tied to the total market conversation about digital/social, and is d expósito there, "at the table," from start to finish in the planning and execution process?
DK: It is imperative that the Hispanic/Multicultural teams are
engrossed within not just the digital/social executions, but
also the initial strategies and approaches. We cannot lose sight
of this needed expertise as we continue in an industry
dominated by the concept of “Total Market.” At d expósito &
Partners, our team is active in the strategy, planning, and
activation of Multicultural/Hispanic campaigns that are
included in the Total Market conversation. We make sure we
not only are “at the table” but also actively bring something to the table!
Tajín is one of the clients who we do Total Market and Hispanic/Multicultural efforts for in the U.S. There may be an overlying principle as a commonality for all segments, but we still ensure that each execution per group is managed uniquely to not lose sight of effective communications.