Hispanic-focused agencies spend surprisingly little on digital

Published July 11, 2011


Advertising agencies looking to reach Hispanic consumers spend little money on digital marketing, and they may be missing out on a powerful way to connect to this audience, according to MediaPost.

Citing research conducted by Advertising Age, MediaPost notes only 4.8 percent of Hispanic media spend went to digital marketing, the remainder being devoted to traditional channels such as television and radio. However, Hispanic consumers are growing increasingly engaged with web-based communication channels, such as Facebook and Twitter, and the source advises advertisers to shift their budgets to keep up.

"It’s clear there is some major inefficiency in how most Hispanic advertising is being executed and allocated by channel. Depending on your view of the situation, there is clearly a market opportunity for fresh thinking on the Hispanic ad agency side or for new business models in the media business," MediaPost urges.

Not all brands are neglecting newer internet platforms. For example, Kmart recently hired five popular Hispanic bloggers to write for the company and engage Spanish-speaking customers through Kmart's Facebook page.

Free crash course in digital marketing

SOUTH LAKE TAHOE, Calif. — Everyone is invited to a free seminar about digital marketing offered by the Tahoe Daily Tribune from 5:30-6:30 p.m. Wednesday.

The seminar will cover many aspects of using Facebook, including how businesses can use the social media site to get desired results.

There will also be information on how the Tahoe Daily Tribune's social media specialists can help businesses create a customized page and an integrated marketing strategy.

The seminar will be held at the Tahoe Daily Tribune's offices at 3079 Harrison Ave. Appetizers will be provided.

For more information or to sign up call 530-541-3880.