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Google US Hispanic Business Markets
Latino marketers have been frustrated with the reluctance of advertisers to spend more on digital when study after study shows that Latinos out-index other groups on practically every aspect of technology adoption. The current Latino advertising spend is $5 billion, across all media - broadcast, print, and digital. Yet only 4 percent of that spend - $200 million - is going to digital.
Two months ago, Google hosted a forum to discuss its new direction in Latino marketing; it attracted more than 300 vendors, advertisers, and Latino digerati. And the response from my peers was effusive.
Which raises the questions: Can Google - the biggest technology brand in digital marketing - go where no other company has gone before? Can it persuade advertisers to take a closer look at this thing called Latino digital?
Google might have a shot at this opportunity - which is both about market leadership and thought leadership - because it enjoys a few hard-to-match market advantages: a unique place in the new digital marketing stack; a unique access to data that matters to advertisers; and a unique time in the evolution of the Latino digital marketing category where leadership in the technology arena has been lacking. But recently I've seen that there are a few bigger, unspoken questions on the minds of advertisers who have been slow to warm up to the market.
Ahorre March 26, 2011 07:52 AM