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2019 HISPANIC SOCIAL MARKETING REPORT Powered by HispanicAd.com
This sees the identification via social platforms of tools that will identify where the consumer is. Call it “social listening.”
How micro can these influencers be? “They may have only 20,000 followers or less but may be very important in a market,” Castells says.
With social a “critical marketing pillar” that is just as important as television, radio and digital, Castells has one piece of advice for CMOs and C-Suite executives still reticent on doing more in the Hispanic market.
“Do a robust 360-degree test in sales, as that’s how we’ve gotten our clients to do more over the years,” she says. “Any VP or CMO is going to be open to a test. They see the return and then it rolls out. Say yes to a test!”
You will see the sales impact, she insists.
“I bet my career on it, and we’ve actually done that with a few clients,” Castells notes. “We are guaranteeing the results and when it is done correctly, it doesn’t fail.”
Just don’t be surprised to see Castells eschewing all of the typical multicultural marketing conferences seen across the calendar year. She’s tired of “talking amongst ourselves,” and would rather see a group of Hispanic marketing leaders appear at a big “Masters of Marketing”-level event.
Castells concludes, “Let’s pick the right venues and have the top industry leaders show what they know ... and show the proof.”