There's power in numbers – a fact not lost on marketers courting Hispanic and Latino consumers.
Consider these U.S. Census statistics:
Marketers are taking varied approaches to connect with Hispanic and Latino consumers. Consider these recent initiatives:
NBC Universal's Telemundo: As a Spanish-language broadcast television network in the United States, Telemundo specializes in storytelling, said Borja Perez, VP of integrated solutions and digital media. As a storyteller, including the producer of telenovelas (define), Telemundo can extend those story lines to online audiences and have actors and characters interact with audiences on social networks. For instance, one character for the telenovela, "Donde Esta Elisa?" was featured in webisodes on Telemundo.com and in discussions on the show's Facebook page - and not on the TV program.
General Mills: The company behind Cheerios, Pillsbury, and Betty Crocker brands, rolled out an iPad app this week that provides more than 900 recipes for Spanish-speaking consumers. The free app, Qué Rica Vida Recetario, takes its name from General Mills' five-year-old website, QueRicaVida.com, (What a Rich Life) and recetario (recipe depository).
Qwest: The Denver-based telecom company is reaching out to Spanish-speaking consumers with its "Domina Tu Mundo" (Rule Your World) television advertising campaign for its so-called Heavy Duty Internet service. The company also serves its customers on its Spanish-language website, Espanol.Qwest.com.
Yahoo: This summer, Yahoo partnered with Autocosmos.com, a Latin America automotive portal, and Cars.com, to update Yahoo en Español Autos. According to Yahoo, millions of Hispanic consumers visit the site each month to research, buy, and sell vehicles.
Univision: The Spanish-language media company teamed up with the National Basketball Association to promote the league's dynamic Spanish-language website, www.nba.com/enebea, on Univision Interactive Media's online platform. The co-branded site will include blogs by Latino NBA players, video highlights, news, and interactive fan content.
Tips for Marketing to Hispanics and Latinos
In coming weeks, ClickZ will launch a column, "Marketing to Latinos," to better equip marketers looking to connect with Latino and Hispanic audiences. Strategic Sense President Gustavo Razzetti and BroadVision CMO Giovanni Rodriguez have agreed to share their insights with ClickZ readers in upcoming columns. Stay tuned.
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Anna Maria Virzi, ClickZ's executive editor from 2007 until 2012, covered Internet business and technology since 1996. She was on the launch team for Ziff Davis Media's Baseline and also worked at Forbes.com, Web Week, Internet World, and the Connecticut Post.
December 12, 2013
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