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.
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