Hispanic Advertising Agencies Take Deep Dive Into Digital Media Strategies – 22nd Semi-Annual Hispanic Advertising Conference Explores Interactive Media to Keep Pace with Mutating Latino Consumers

“For marketers today, connecting with the more than 40 million Hispanics in the United States yielding nearly $1 trillion in spending power has moved well beyond the traditional Spanish-language broadcast and print media into new points of consumer contact via the Internet, text messaging, social networking, blogging, music and video on demand. 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 rallied agencies around a common hypothesis that intricate, interrelated values — rather than language and acculturation — define Latinos. The typical U.S. Hispanic today is anything but typical, according to Carl Kravetz, chairman of AHAA and chairman/chief strategic officer for L.A.-based cruz/kravetz:IDEAS.

“Latino consumers are multidimensional and our approach to marketing must be as creative and complex as the audience we serve,” Kravetz said. “Latino agencies are uniquely suited to reach Latino consumers on a rational level but also on an emotional and spiritual level. We must keep pace with the changing technology and dynamics of our industry. If we are Hispanic specialists we must translate our consumer insight into multi-channel platforms blending interactive and traditional media to communicate and connect with our consumers on every level.”

Conference organizers intended to debunk the myths and misperceptions surrounding Latinos’ use of new media and showcase how some U.S. Hispanic agencies are integrating the digital discipline into traditional media campaigns. Representatives from Conill, the AdAge Multicultural Agency of the Year, shared their holistic approach to building the Yaris brand that turned Toyota’s virtually unknown entity into the most recognized entry-level subcompact car in the Hispanic community in just one year.

“The media you choose tells a lot about the brand personality,” said Karen Treydte, executive media director for Conill. “We focused on the attitudes of our target audience rather than demographics and found they were so diverse in the way they wanted us to speak to them. We couldn’t limit our channels to one or two but rather we had to provide a breadth of innovative options for consumers to connect with the brand. We engaged in nontraditional programs to create an active consumer relationship with the medium and the message. The instantaneous and ongoing response and dialogue we developed with consumers allowed us to consistently measure our effectiveness. Media is changing as fast as the interests of our consumers and integrating new technology is exciting.”

With an enhanced understanding of the online space and Latinos role in new media, more Hispanic agencies will begin to embrace interactive marketing and conquer the new media frontier, according to Diego Naranjo, director, marketing strategy & services for Latin3. “Digital media is the most efficient medium and provides an instant result that is appealing to corporate marketers. We, as agencies and marketing experts, have an opportunity to utilize this fresh approach to deliver relevant content in any language. We must master the new media method of connecting with consumers rather than simply communicating with them.”

Conference sessions explored social networking, affiliate marketing, online search, budgeting for digital marketing, and the fundamentals of building interactive campaigns. The conference concludes today with the recognition of the industry’s top five rising stars in Hispanic media planning and buying and the transition in AHAA leadership from Kravetz to incoming Chairwoman Jackie Bird, CEO of WING Latino in New York. For more information about AHAA’s 22nd semi-annual conference, The Mutant Latino Conspiracy, or the Hispanic advertising industry visit www.ahaa.org/.

About AHAA:

The Association of Hispanic Advertising Agencies (AHAA) is the national organization of firms that specialize in marketing to the nation’s 45 million Hispanic consumers, the most rapidly growing segment of the American population. AHAA promotes the strength of the Hispanic marketing and advertising industry to the private and public sectors. AHAA agencies offer a unique blend of cultural understanding, market intelligence, proven experience and professionalism that deliver Hispanic market success for clients. AHAA agencies help organizations gain market share, increase revenue and grow profits by building the bridges and delivering the messages to reach America’s Hispanic consumers, who together have an estimated buying power of more than $800 billion. Visit www.ahaa.org/ for more information. “

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