On October 19th, I participated in a webinar (Web-based Seminar) presented by Hispanicize that offered an overview of how marketers can become content creators to attract the Hispanic market. Presenters were: Hiram Enriquez of Tr3s at MTV Networks, Eva Smith of Latina Mom Bloggers, and Lance Rios of Being Latino.
Hiram Enriquez shared demographic information about the Hispanic market: The majority of 18-29 year olds are hispanic and are predominantly bilingual. What I found interesting was the fact that young Hispanics identify as Latino more strongly than they identify as American. So marketing campaigns that appeal to Latino identity will be more successful than those that appeal to a sense of American patriotism. Eva Smith then spoke from the perspective of a blogger and what they like when they work with marketers. As long as marketers pay special attention to the blogger in question and don’t treat them like cattle, it seems that they will do well.
Last to speak was Lance Rios, founder of Being Latino, a blog and Facebook fan page that connects Latinos. He suggested that marketers be strategic when targeting Hispanics online, ensuring that their content aligns with their goals. He also emphasized what I think is one of the most important aspects of writing for an online audience, which is to have fun!