Think Multicultural

As part of a monthly column I pen for SearchEngineLand.com, I recently wrote a piece on some tactical recommendations for developing a Hispanic-focused Paid Search (aka PPC) campaign.

We’ve been implementing these types of Hispanic SEM campaigns at Sensis for our clients for many years now, and I can honestly say they have always been very cost-effective and successful. It’s really the “lowest hanging fruit” in the Hispanic online marketing world.

Check out the article here.

TM’s own Jose Villa has a post over on MediaPost’s Engage:Hispanics titled ‘Hispanic-fluentials’ Share About Products, Brands about using blogs to reach the Hispanic market.

Jose points out:

The growth of the Hispanic blogosphere represents two very important trends. First, the growth in the number of Hispanics writing blogs represents the emergence of a new group of Hispanic influencers with a very visible footprint. These are individuals who are going online and sharing their opinions with the world, or at least their friends, family and broader community. They are talking politics, fashion and business, among other topics.

A March 2008 Burson-Marsteller study revealed that the most influential Hispanic consumers, dubbed “Hispanic-fluentials,” use the Internet to share their views about products and brands as well as to connect with friends and family. Specifically, 49% of Hispanic-fluentials used blogs to tell others about product experiences.

The second trend hinges on the fact that Hispanics are reading what bloggers (both Hispanic and non-Hispanic) are writing. They are spending more and more time reading news, commentary and opinions written by individuals and not tied to the traditional once-per-day, five-days-a-week newspaper news cycle of the old media world. This represents a marked shift in media consumption.

There’s more to it, so go to MediaPost and check it out: here.

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.”