Think Multicultural

eMarketer just released a report pointing out that although Hispanics under 35 spend more time online than watching TV, marketers looking to reach Hispanics continue to spend over twelve times as much on TV advertising than on online advertising.

Twelve times as much? Seriously? That’s what economists call an inefficiency in the market, and marketers and ad agencies who recognize this are going to succeed while their competitors (continue to) get left behind.

As the eMarketer article puts it, “Savvy marketers won’t continue to ignore these trends much longer.”

A recent report by Scarborough Research highlights some interesting demographic trends among online job searchers - in particular that they are 47% more likely to African-American.

The report also notes that online job searchers are more likely to be in the coveted 18-34 age group.

As more and more companies look to diversify their employee base to reflect the diverse population of the markets they serve, it appears that online job postings will be a central tactic in achieving those goals.

There’s an article in the Washington Post about Barack Obama’s online team and how they’re using the Internet, online video, and other new media to reach voters. There’s a particularly interesting part about how they’re using social networks to reach multicultural audiences.

They go into a number of different types of media, here are some of the pertinent parts.

Video

Together, the videos on Obama’s YouTube channel have been viewed nearly 52 million times.

SMS

Texting is also playing a crucial role in the campaign’s obsession with growing its database.

Social Networks

His presence on BlackPlanet, which ranks behind MySpace and Facebook in terms of traffic, is so deep that he maintains 50 profiles, one for each state.

And finally, there’s this quote, which reflects grudging admiration from the other side for what they’ve been able to do.

“You can see the main difference between the Obama and McCain campaigns by going to their Web sites,” says Alex Castellanos, a longtime Republican media consultant whose clients have included Romney and President Bush. “Go to McCain’s. Pretty standard. Looks fine. But go to Obama’s. At the very top, there’s a quote.”

Alongside a photo of Obama, it reads: “I’m asking you to believe. Not just in my ability to bring about real change in Washington . . . I’m asking you to believe in yours.”

“Because of the Internet, Obama has built a movement.”