Page 35 - HSMR2018

2018 Hispanic Social Marketing Report, presented by Being Latino
multifaceted nature makes it essential to include social holistically as part of a brand’s Hispanic digital/social communications.
Hispanicize is primarily a Public Relations tentpole used predominately to leverage influencers with the intent to amplify advertiser Hispanic messaging. But advertisers do not need to limit themselves to solely Public Relations, as there are additional layers that can
complement this. The explosion of the social space paired with Hispanics' strong traction with digital caused Social Media to evolve into something incredible. It became a phenomenon undertaking multitudinous roles in such a short amount of time, becoming the new paradigm of data aggregation based on personal interactions. Social Media has blurred the lines between the boundaries of paid, owned, and earned media creating endless possibilities to reach the Hispanic market.
With this in mind, it is up to the advertiser to decide the direction to take their Hispanic social efforts. The most beneficial approach would be to find synergy so that all three legs of this dynamic tool can work simultaneously to increase effectiveness and drive mass reach.
HMO: Lastly, "inclusion marketing" seems to be hot at the moment. What does this mean for social media marketing, and the idea that we are no longer 'targeting' consumers?
DK: Social media is the incubator of inclusion marketing and actually has the most opportunities for brands to become a part of this. Inclusion marketing started with ensuring the impact against all race, age, ethnicities, gender, orientation, religion, etc. The social space became a hub to voice concerns of this which are now being addressed by brands. In regards to the Hispanic audience, there are additional inclusion marketing needs being addressed that brands can be a part of. The digital arena has since the evolution of “Latino” shift to “Latino/a,” then “Latin@” and now “Latinx.” Through these shifts, inclusion marketing for Hispanics is seeing the value of gender neutrality without losing their ethnic identity .
Though inclusion marketing is removing the past-standardized identifiers of a consumer, this does not mean we are no longer targeting consumers. In actuality, it’s telling our industry that we need to be thoughtful in our communications and messaging – especially in a sharable environment such as social media. It means that we need to sift through data even further as we continue to go beyond demo targeting and get more granular with psychographic, behavioral, and contextual targeting; of course as we respect consumer privacy.
Brands need to understand who the consumer is on the inside and emotionally connect in a relevant way. These can be applied in social media marketing for brands within paid and owned aspects as they “find new customers and build the brand.”
HSM