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January 07, 2011

Digital Marketing Builds Brands with Hispanic Consumers
By Kunal Vahalia
TMCnet Contributor

A recent marketing study by comScore reveals that Hispanics have become very active across all digital platforms. The report shows how the online marketing initiatives by companies have a great influence on brand perception.

It also shows how Hispanics are the most active customers in a wide variety of online activities and more receptive to new technologies than non-Hispanics. The research reaffirms the fact that the internet is the main source of information for the Hispanics and they use it often to research about new products and services available in the market.  

Fernando Rodriguez, CEO of Terra said that this study throws light on several fronts with new information available through internet advertising and its importance in building a brand in the Hispanic Market. We are all excited to share the detailed results with our clients in order to provide them an insight as to how the Hispanic customer can be reached online.

Another finding that is important to marketers is that if they are spoken to in languages such as English or Spanish, then the Hispanics will respond in a more positive manner to online brands than non-Hispanics. Many of the non-Hispanics may tend to look at interactive advertising as intrusive, the Hispanics appreciate the brands that reach to them.

For example, the Hispanics are more responsive to targeted ads with 37 percent (vs 30 percent for non-Hispnaics) of them saying they would like to respond to these ads. Thirty-five percent of Hispanics (as compared to 27 percent of the non Hispanics) said they prefer the advertisements on websites and also contribute to user generated comments. The survey showed Hispanics are more willing to check out the new technology to stay up with the latest trends. 

Kunal Vahalia is a TMCnet freelancer. He has several years of freelance writing experience, including a stint working for as an SEO content writer. To read more of his articles, please visit his columnist page.


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