Hispanics are the Most Digitally Savvy Group
The Hispanic segment continues to move ahead in the digital realm, supported by their early adoption of smartphones and latest technology. Particularly for Hispanics, technology serves as a cultural enabler, strengthening their ability to stay connected to their passions and social network.
For brands looking to target this technologically advanced segment, culturally relevant strategies must be used to engage consumers. This translates not only to the communication, but also to the vehicles used to reach them. Incorporating mobile, social, and web into marketing strategies is crucial. Univision recently leveraged this insight by creating a 360-degree digital media approach, inclusive of the launch last fall of its bilingual digital video network, Uvideos. The video platform includes Univision programming, social elements, and linkage between multiple digital platforms.
Univision’s initiative demonstrates how marketers and agencies need to keep the content, messaging and social interaction culturally relevant. With a staggering 75% of Hispanics today choosing to speak Spanish at home, language is a powerful tool to connect with bilingual and Spanish-speaking consumers.
Why are we sharing this?
There is an opportunity for marketers to connect with this über-engaged Hispanic consumer in a way that resonates with who they are, and leveraging the digital connectivity that they so much enjoy.
Link to article: http://www.adweek.com/news/advertising-branding/technology-meets-culture-149178
