With the holidays once again upon us, many more people won’t be flocking to department stores this year. Nor will they be standing in long lines or visiting specialty boutiques any time soon. They’ll be online. Among these growing numbers of Web shopping converts, you’ll find Hispanic shoppers— who increasingly appreciate the relative safety, convenience and variety of shopping options on the Internet.
No doubt this is a great opportunity to reach shoppers of all stripes with online marketing campaigns. But Latinos in particular are unique segment. Hispanics no longer simply use the Internet as a means to communicate with loved ones abroad or keep up with the latest news in their respective counties of origin. It turns out they are increasingly becoming more and more likely to search for product information and shop on the Internet, and are more receptive to online marketing, mobile and email campaigns than their General Market counterparts.
A recent study by eMarketer estimates there are 23 million Hispanics online, which accounts for fewer than 52% of the US Hispanic population. Although traditional advertising is doing an adequate job of reaching this market, online marketing remains vastly overlooked by many advertisers attempting to reach this target. Looks like Santa’s going to have to find a brand new bag. ‘Tis the season to change conventional marketing practices…
Dan Peralta, Associate Creative Director

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