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How to Reach U.S. Hispanic Youth Market
Hispanic Market Info - Small Business Marketing -
By Jose Vila - where should advertisers start in trying to reach this elusive, rapidly growing segment? Anyone who has worked in the trenches will tell you that this is a moving target, and experimentation is a must. There are no silver bullets in reaching young Hispanics. The good news is that the media landscape and technology have evolved so rapidly in the last 10 years that we now have the tools necessary to engage this audience. I suggest the following:
1. Start with key entry points. Social and music are usually good starters.
2. Use multiple platforms (i.e., radio, digital, TV, street). Take advantage of the fact that more and more Hispanic and lifestyle media companies now offer multiple platforms in-house
3. Target, target, target. Online and increasingly offline channels offer all kinds of targeting capabilities (geographic, contextual, behavioral, demographic). Leverage them early and often.
4. Test emerging media. This group is often way ahead of our media planning tools, so always mix in emerging platforms.
Ahorre August 11, 2009 04:37 PM