Page 33 - HSMR2018

2018 Hispanic Social Marketing Report, presented by Being Latino
but also has successfully invested in original Hispanic content such as Club de Cuervos, Ingobernable, and a rebooted One Day at a Time, starring Rita Moreno in a role originally played by Bonnie Anderson.
Considering this, it is no wonder why 80% of marketers surveyed by Jack Myers TomorrowToday for MediaVillage rate Google/YouTube, Amazon, and Facebook more valuable for mass reach versus Broadcast and Cable Networks.
Nonetheless, Hispanic-centric websites, apps and blogs are just as necessary to drive a deeper connection by fulfilling Hispanic consumer needs. This is not any different than any other verticals such as mom specific or sports specific sites. You cannot define this simply as niche. Hispanics are the ones who set U.S. population trends. You really cannot lose sight of this growing audience – Hispanics will contribute up to 59% of all population growth from now until 2040 according to the U.S. Census. By 2060, the U.S. Hispanic population will amass 119MM (28.6% of the population). Hispanic centric websites, apps, and blogs can be culturally relevant even in a more bilingual format.
HMO: "Find new customers. Grow your brand." That's a pitch to marketers used by many in the U.S. Hispanic market. Is there still some reluctance among some to do this in the social media world?
DK: Unfortunately, not all
brands are set up with the
proper community managers
to handle the increased
traffic or who are trained to
address the needs of the
Hispanic community. It is not
necessarily being reluctant
due to lack of desire; it is
more about the issue of
handling new challenges and
taking the risk of entering in
a consumer led environment.
Social Media is highly
effective only when done
properly — if done as an afterthought or insensitively, this could result in the exact opposite.
However, advertisers cannot lose sight of this everyday growing market. As such, it is imperative for those brands that are missing out to overcome those hurdles. The brands that venture in this direction with a dedicated Hispanic Social Media strategy are seeing the positive payoff.
HMO: The Hispanicize CMO & Diversity Summit promises to be a big event full of bloggers, PR people and brand managers looking to organically grow a brand. Is social media a PR or advertising prong for advertisers seeking growth in the U.S. Hispanic market?
DK: Though Social Media was originally perceived as a Public Relations tool, it should not be classified as just one side of a prong. Rather, Social Media is a three-legged stool comprised of either a brand’s customer service channel, earned media, or paid advertising. This
Though Social Media was originally perceived as a Public Relations tool, it should not be classified as just one side of a prong. Rather, Social Media is a three-legged stool comprised of either a brand’s customer service channel, earned media, or paid advertising. This multifaceted nature makes it essential to include social holistically as part of a brand’s Hispanic digital/social communications.
Desiree Katzenberger