Does Latino Marketing Deserve a Bigger Pie?
For some time now, Latino marketers have been frustrated with the reluctance of advertisers to spend more on digital when study after study shows that Latinos out-index other groups on practically every aspect of technology adoption. The current Latino advertising spend is $5 billion, across all media – broadcast, print, and digital. Yet only 4 percent of that spend – $200 million – is going to digital.
Two months ago, Google hosted a forum to discuss its new direction in Latino marketing; it attracted more than 300 vendors, advertisers, and Latino digerati. And the response from my peers was effusive.
Which raises the questions: Can Google – the biggest technology brand in digital marketing – go where no other company has gone before? Can it persuade advertisers to take a closer look at this thing called Latino digital?
Read the entire article by Giovanni Rodriguez at ClickZ.