Hispanics consume more mobile video content on social media than any other ethnic group. Currently, the Hispanic consumer views 66 percent more video content on their smartphones every week than non-Hispanic consumers. Hispanic Digital Marketing can include video content in both languages and in Spanglis

In the US there is a market segment beaming with opportunity but is severely underserved. This is the Hispanic community. You might be forgiven to assume that a minority group may not be a lucrative market to target, but Hispanic millennial market trends suggest otherwise.

In the age of social media, and geo fencing and retargeting campaigns, what once was impossible to discern, targeting the right Hispanic audience, at the right time, in the right place and with the right message, can now be razor focused.

Having said that, as a respectable digital marketer, with experience on both sides of the isle, I would never say that Traditional Marketing doesn’t matter any more… (until it really doesn’t matter any more!) Today, Spanish TV advertising still delivers results, not only in terms of impressions and brand awareness, but also in terms of sales.

Adapt your communications strategy. The brand is the brand is the brand. Your communications objectives in English should align with those in Spanish.  So, rather than reinventing the wheel adapt your existing communication strategy by infusing it with Hispanic Cultural insights and, yes, idyosyncracies, which make things funny, memorable or relatable.

It's not commercials, it's content.  Content that needs to be produced carefully, thoughtfully and in great quantities. It also needs to have good production values- even if shot with an iPhone!  It does not mean that video for the digital age will burn budgets at the rate of 30 sec's TV commercials,

Facebook and Instagram finally found the golden nugget of Hispanic Marketing. It’s made impossible language-based decisions, which hindered true grit marketing to Hispanics, irrelevant. Now, you don’t have to do focus groups, project and speculate as to what language to use. Thanks to facbook, social media and Digital marketing in general, now all you hace to do is decide how to act upon it.

if you are looking to target Hispanics while maintaining synergy with your general market campaign, don't reach out to a translator because translations simply don't work, but also, don't go an hire a Hispanic

The fact that Hispanics over-index in just about any possitive online marketing measure, from higher click through rates on desketop and mobile, better email response, more ad clicking, Social Media participation, etc, a little investment on the part of the Brand or GM agency, could go a long, long way with new customer acquisition objectives.

What was the Hispanic insight? It was that while most people believe that the man wears the pants at a Hispanic household, the reality is that the wife is the one that rules the house, plain and simple.  What was the client's reaction?  That's not a Hispanic insight, the same happens in General Market households.  But I love it nonetheless because it is funny (and of course, because she wore the pants in her house- we assumed- and the spot appealed to her, personally.