Hispanic marketing ain’t what it used to be. Spanish language media is no longer the exclusive territory of a consumer that now straddles across media and language. Long gone are the days where Latino consumers could be put into a box. And social media is the most vivid example of how Latinos put content preferences first and language second.
What Clients Want
When it comes to how to target Latinos via social media, there’s not a clear approach. And many times, brands fall into the temptation to put Latinos into a box.
These temptations normally come in one of these forms:
- Draw a language barrier: target Latinos only in Spanish (i.e., “put your brand here” in Español).
- Create a Latino sub-component within their mainstream platform (i.e., a Spanish/Hispanic tab on their mainstream Facebook page).
- Add some postings in Spanish, from time to time, on the mainstream wall .
Unfortunately, this is not aligned with consumers’ expectations. Latinos want to be part of the overall conversation and not isolated. No one wants to go to a big party (your brand’s main Facebook page) and have to be segregated (the Hispanic tab).
Read the entire article by Gustavo Razzetti at ClickZ.