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2019 HISPANIC SOCIAL MARKETING REPORT Powered by HispanicAd.com
inmigración (immigration lawyer), simply by implementing the best practices used on the English-
language side.
More nuanced cultural translations helped to further boost the SEO efforts. “On the paid side, buying
those types of keywords meant that those terms came up, and we were owning those terms,” Guerrero
says. “It really drove efficiencies.”
There’s just one problem. “We don’t see a lot of very high volumes with those searches, but it is
increasing,” he says.
Again, this is where taking a highly cultural approach plays a significant role.
“Something searched for might be carros baratos, and you would never buy the term ‘cheap cars,’”
Guerrero says. “That would be the kind of nuanced approach we’d take there.”
As impactful as search marketing can be, video marketing is what is the most exciting social touchpoint
for those Guerrero connects with.
“It’s video in general, not just with OTT,” he says. “We are trying to get as many partnerships as possible,
to really deliver to the Hispanic consumer. I don’t think that is unique to us. The entire marketplace is
trying to get more Hispanic eyeballs in front of them. For Spanish speakers, video is scarce, and we are
looking at the bigger players in the space and how we can get direct relationships with them. Complete
the cycle, and have the multiple touchpoints with that consumer.”
THE ROBUST SUPPLEMENT
Pablo Abreu, d expósito & partners
Abreu is the Associate Digital Director at the advertising agency. He participated in a question-and-answer
session with Editorial Director Adam R Jacobson via e-mail.
ADAM R JACOBSON: Is social marketing dominating the U.S. Hispanic market, as many say it is in the total
market? Or, is it a complement to traditional advertising such as radio and TV?