Lisa Gevelber, VP de Mercadeo para América de Google
According to the analysis of Lisa Gevelber, Marketing VP for Google America, Hispanics are ahead when it comes to the digital area.The spokeswoman said that they lead the adoption of new devices, they are power users and heavy users of mobile video. They are a widely neglected segment and opportunities to reach them still remain unexploited. Therefore, Gevelber evaluated strategies against the major brands to the Hispanic market.”It is essential to get where they are, especially through video and mobile devices,” she added. For companies such as Universal Pictures, online video is a great bet, as their VP of Multicultural Marketing, Fabian Castro, said. It is clear why: the average Hispanic spends more than eight hours watching online videos each month, 90 minutes more than the overall average.Gevelber also says that marketers too often mistakenly think that they are reaching Hispanics by simply translating ads into Spanish, when the truth is that this audience is diverse and even bilingual. “Language is not sufficient to actually talk to this audience, there must be culturally relevant elements. Culture is the new language,” Castro said.It is also important to understand that it is a constantly connected community. Besides gaining increasing cultural and economic role, the Hispanic audience is a big influential key in spreading ideas and content. To read Lisa Gevelber analysis, visit {Think with Google;http://www.thinkwithgoogle.com/articles/us-hispanic-market-digital.html}.
