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Researchers, corporate
marketers, and experts in the field of digital marketing revealed the
latest trends in targeting Latinos to an audience of more than 450 U.S.Hispanic advertising professionals.
Savvy marketers from around the country
attended the Association of Hispanic Advertising Agencies (AHAA) 22nd
Semi-Annual Conference, The Latino Mutant Conspiracy, being held this week
at the Drake Hotel in Chicago.
According to Forrester Research's Hispanic Technographics Consumer Q1
2007 Phone Survey and Fall 2005 Phone Survey, 13.9 million Hispanic adults
are online and more than half of those, 8.5 million, have broadband.
This
means that digital marketing is becoming a critical element of Hispanic
media planning.
"There is a perception that Hispanics are lagging behind
the general population in the use of new technology," said Larissa Acosta,
conference co-chair and general manager of Dieste Harmel & Partners in San
Francisco.
"In reality, Latinos are in some cases early adopters of new
media, as with mobile phones.
And often they are heavier users of
technology than non-Hispanics, as in the case of text messaging.
While
television and radio are still strong vehicles to reach our Hispanic
audience, the digital world is growing and we as Hispanic marketing
specialists need to redefine the way we approach the evolving Latino
population."
During the last conference, AHAA unveiled the results of a year-long
study on Latino Identity and rallie...
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