Last week, my co-columnist Giovanni Rodriguez and I conducted a webinar to launch our new book “Latinosphere: Marketing With Latinos in the Age of Digital.” Thanks to ClickZ’s organization, we had many participants and a great conversation. More about that later.
Both Giovanni and I have been writing for this column for almost two years. So, when the idea of compiling some of our pieces into book form was proposed, it felt like a natural next step.
The “Latinosphere” book was born out of a beta approach. When we started writing columns here at ClickZ, our sole purpose was to share our insights and thoughts with colleagues, marketers, and other people curious about marketing with Latinos. In doing so, consciously or not, we began crafting a playbook. From different perspectives and covering different topics, we tried to provide a comprehensive take on the Latino opportunity.
Marketing “With” Latinos, Not Simply “to”
As part of this ever-evolving approach, we even decided to change the title from “Marketing to Latinos” to “Marketing With Latinos.” We feel that marketing “to” someone sounds wrong in this day and age. It feels closer to the approach where marketers targeted Latinos with a silo approach, as if Hispanics lived in a vacuum. Our approach has always been that brands need to have an inclusive approach when targeting Latinos. We know that digital, and more specifically social media, have reshaped the way brands drive engagement. Today, it’s no longer a one-way communication but an ongoing dialogue: we are marketing “with” people, not simply talking “to” consumers.
Last but not least, marketers can also benefit from marketing with Latino interests in mind. We are seeing a Latino shift:
- This demographic continues to drive population growth.
- Hispanics are moving from tech laggers to tech leaders.
- Rather than follow, Latinos today want to influence American culture.
Social media has empowered interaction between different people around shared interests. Latinos don’t simply get together around a social community because it has the “Latino” name on it. Hispanics engage with topics and conversations that are relevant to them. Creating social media platforms that leverage Latinos’ interests can definitely attract Latinos but can also be a way of attracting non-Latino consumers who might have a craving for Latino food or entertainment.
Want to get more insights? Download the free ebook here.
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