Hispanic Market Facts and Recommendations
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Hispanic Market Facts and Recommendations
- 1. Hispanic Marketing in the Digital Age Opportunities in 2012
- 2. Hispanic Marketing in the Digital Age INLANET DIGITAL MARKETING BASED IN NEW YORK, NY We help companies connect with the growing US. Hispanic & Latin American online markets.
- 3. Hispanic Marketing in the Digital Age HISPANIC MARKET IT’S ALREADY HAPPENING
- 4. Hispanic Marketing in the Digital Age HISPANIC MARKET Nearly one in every four children is of Hispanic descent, and that number is expected to increase by 60 percent over the next 20 years. IT’S ALREADY HAPPENING
- 5. Hispanic Marketing in the Digital Age HISPANIC ONLINE MARKET HISPANIC BUYING POWER: SOURCE: HISPANIC BUSINESS MAG Hispanics in the U.S. are expected to spend $18 billion on new vehicles this year, and will account for 24 percent of the increase in new-auto sale.
- 6. Hispanic Marketing in the Digital Age HISPANIC MARKET HISPANIC BUYING POWER: SOURCE: HISPANIC BUSINESS MAG The number of Hispanics ages 18 to 24 on U.S. college campuses grew by nearly a quarter, highlighting what The Associated Press called “a substantial and increasingly rapid demographic transition in higher education.” IT’S ALREADY HAPPENING
- 7. Hispanic Marketing in the Digital Age HISPANIC ONLINE MARKET HISPANIC BUYING POWER: SOURCE: HISANIC BUSINESS MAG Hispanics now own about 3 million businesses, and the growth of those businesses has outpaced non-minority owned firms by 44 percent. IT’S ALREADY HAPPENING
- 8. Hispanic Marketing in the Digital Age The trend for 2050 is that 125 million people in the U.S. will be of Hispanic origin. Growth is going to come from this segment and companies that don’t get into this market now will be late for the party.” Emil Morales, senior vice president and general manager for TNS HISPANIC MARKET IT’S ALREADY HAPPENING
- 9. Hispanic Marketing in the Digital Age U.S. Hispanic Consumers spent more than $5.15 billion during this year’s holiday season on mobile devices INFOgraphic, Hispanic Holiday Mobile Survey 2011 by Zpryme HISPANIC MARKET IT’S ALREADY HAPPENING
- 10. Hispanic Marketing in the Digital Age HISPANIC ONLINE MARKET NO ENGLISH NEEDED
- 11. Hispanic Marketing in the Digital Age FACTS • Fastest growing minority group in the U.S. (4x faster) HISPANIC INTERNET MARKETING
- 12. Hispanic Marketing in the Digital Age HISPANIC MARKET 0 20 40 60 80 100 120 1970 1980 1990 2000 2010* 2020* 2030* 2040* 2050* Census Projections HISPANIC POPULATION IN THE UNITED STATES: 1970 TO 2050 Source: U.S. Census Bureau, 2006 American Community Survey Hispanics grew 4 times faster than total U.S. population / 43 % bet 2000 and 2010
- 13. Hispanic Marketing in the Digital Age HISPANIC MARKET HISPANIC POPULATION IN THE UNITED STATES: 1970 TO 2050 Source: Population Division, U.S. Census Bureau <http://www.census.gov/population/www/projections/summarytables.html> Release Date: August 14, 2008 0 5 10 15 20 25 30 Under 5 years 5 to 14 years 85+ years Hispanic (%) Total Population (%) Percentage Distribution of the Population by Age Percentage 28.92 17.17 18.81 9.74 18.79 5.84 0.72 15 to 24 years 25 to 44 years 45 to 64 years 65 to 84 years
- 14. Hispanic Marketing in the Digital Age FACTS • Fastest growing minority group in the U.S. • One trillion plus dollars in buying power. HISPANIC INTERNET MARKETING
- 15. Hispanic Marketing in the Digital Age HISPANIC ONLINE MARKET HISPANIC BUYING POWER: SOURCE: HISPANIC BUSINESS MAG
- 16. Hispanic Marketing in the Digital Age FACTS • Fastest growing minority group in the US. • One trillion plus dollars in buying power. • Growing high speed internet penetration. HISPANIC INTERNET MARKETING
- 17. Hispanic Marketing in the Digital Age HISPANIC ONLINE MARKET eMarketer: HISPANIC INTERNET USERS 2008-2013
- 18. Hispanic Marketing in the Digital Age HISPANIC ONLINE MARKET eMarketer: 2011 Trends: Census Highlights Demographic Shifts Future growth in the digital population will come from minority audiences
- 19. Hispanic Marketing in the Digital Age HISPANIC ONLINE MARKET HISPANICS ONLINE YOUNG AND MOBILE: EMARKETER
- 20. Hispanic Marketing in the Digital Age FACTS HISPANIC INTERNET MARKETING • Fastest growing minority group in the US. • 1+ Trillion dollars in buying power. • Growing high speed internet penetration. • Adopt and embrace smart-phones and electronics more than non-Hispanics.
- 21. Hispanic Marketing in the Digital Age HISPANIC ONLINE MARKET HISPANICS AND ELECTRONICS
- 22. Hispanic Marketing in the Digital Age FACTS HISPANIC INTERNET MARKETING • Fastest growing minority group in the US. • 1+ Trillion dollars in buying power. • Growing high speed internet penetration. • Adopt and embrace smartphones and electronics more than non-Hispanics. • Natural social networkers.
- 23. Hispanic Marketing in the Digital Age HISPANIC ONLINE MARKET SOCIAL MEDIA IS MAINSTREAM FOR ONLINE HISPANICS
- 24. Hispanic Marketing in the Digital Age FACTS HISPANIC INTERNET MARKETING • Fastest growing minority group in the US. • 1+ Trillion dollars in buying power. • Growing high speed internet penetration. • Adopt and embrace smartphones and electronics more than non-Hispanics. • Natural social networkers. • Hispanic Online market is booming.
- 25. Hispanic Marketing in the Digital Age HISPANIC ONLINE MARKET USEFUL RESOURCES • Hispanic Fact Pack 2011 www.adage.com • http://www.mediapost.com/publications • http://adage.com/channel/hispanic-marketing/23
- 26. Hispanic Marketing in the Digital Age INLANET DIGITAL MARKETING DON’T GET FIRED!
- 27. Hispanic Marketing in the Digital Age How to reach the Hispanic Online Market? MARKET TO HISPANICS ONLINE
- 28. Hispanic Marketing in the Digital Age MARKET TO HISPANICS ONLINE UNDERSTAND THE COMPLEXITIES OF THE MARKET Hispanic Market Complexity NOT a RACE Generation Acculturation Degree Language of preference Country of Origin Psychographics
- 29. Hispanic Marketing in the Digital Age CULTURAL COMPETENCY IS KEY MARKET TO HISPANICS ONLINE
- 30. Hispanic Marketing in the Digital Age CULTURAL COMPETENCY IS KEY MARKET TO HISPANICS ONLINE
- 31. Hispanic Marketing in the Digital Age OPPORTUNITIES US HISPANIC DIGITAL MARKET OPPORTUNITY
- 32. Hispanic Marketing in the Digital Age OPPORTUNITIES SPANISH KEYWORDS TRENDS JAN 2007 – PRESENT
- 33. Hispanic Marketing in the Digital Age OPPORTUNITIES ADWORDS CPC DIFFERENCE BETWEEN ENGLISH AND SPANISH
- 34. Hispanic Marketing in the Digital Age OPPORTUNITIES CPC DIFFERENCE BETWEEN ENGLISH AND SPANISH
- 35. Hispanic Marketing in the Digital Age OPPORTUNITIES GOOGLE ADWORDS ESTIMATED AVG. CPC
- 36. Hispanic Marketing in the Digital Age Analytics / Marketing Optimization Traffic Analysis (GA) Customer Behavior Reputation Management Site Optimization STRATEGIC PLANNING / Business Intelligence Market Research Keyword Research Competitive Intelligence Digital Audit PRODUCTION Website Engineering / Architecture Content Facebook, Twitter and Mobile Apps MARKETING Social Media / CGM Video / Rich Media SEO / SEM Mobile Marketing Event Marketing OUR PROCESS
- 37. Hispanic Marketing in the Digital Age MARKET RESEARCH, COMPETITIVE INTELLIGENCE HISPANIC INTERNET MARKETING
- 38. Hispanic Marketing in the Digital Age SEARCH ENGINE MARKETING HISPANIC INTERNET MARKETING
- 39. Hispanic Marketing in the Digital Age CONVERSIONS HISPANIC INTERNET MARKETING
- 40. Hispanic Marketing in the Digital Age SEARCH ENGINE MARKETING: WHAT TO AVOID HISPANIC INTERNET MARKETING
- 41. Hispanic Marketing in the Digital Age • You can't manage what you can't measure. MEASURE THE IMPACT OF YOUR ONLINE STRATEGIES HISPANIC INTERNET MARKETING
- 42. Hispanic Marketing in the Digital Age Test, Test and then Test Start an Online Hispanic Marketing Initiative Seize the Hispanic opportunity and invest appropriately in the future growth Don’t wait too long RECOMMENDATIONS
- 43. Hispanic Marketing in the Digital Age ALWAYS BE TESTING PROVIDE SAME INFO AS MAIN SITE USE HUMAN TRANSLATORS BETTER YET CREATORS DON’T JUST COPY SPANISH FROM OTHER COUNTRIES RECOMMENDATIONS FOR SPANISH LANGUAGE WEBSITES
- 44. Hispanic Marketing in the Digital Age INLANET DIGITAL MARKETING BASED IN NEW YORK, NY GRACIAS Marcelo Rodriguez mrodriguez@inlanet.com (877) 762-6322 ext 803 inlanet.com Follow us on Twitter: @inlanet FB: facebook.com/inlanet
- 45. Hispanic Marketing in the Digital Age INLANET DIGITAL MARKETING HANDS ON MARKET RESEARCH Find out where your market is Choose top competitors Find and Analyze competitors keywords Find and Analyze competitors ads Find and Analyze competitors backlinks Analyze competitors site and history Analyze customer demographics and needs
- 46. Hispanic Marketing in the Digital Age INLANET DIGITAL MARKETING HANDS ON CONVERSION
Notas del editor
- Good Afternoon everyone and welcome. My name is Marcelo Rodriguez, founder of Inlanet Digital Marketing. We help companies that are targeting the US. Hispanic & Latin American online markets optimize digital marketing initiatives, online sales, and maximize their profits., Today we are going to discuss online marketing opportunities for the travel industry in the U.S.
- Why Market to Hispanics? Because we representthe largest and fastest-growing minority group in the United States, surpassing African Americans and Asians. Until recently, Hispanics had been overlooked and misunderstood by Madison Avenue and mainstream America because our different ethnic and cultural backgrounds. 1 out of 6 Americans is Hispanic. By 2050 it’s estimated that 1 in 4 Americans will be Hispanic.
- Buying Power The buying power of the Hispanic population should not be underestimated. A study conducted by the Selling Center for Economic Growth at the University of Georgia concluded that Hispanic buying power would exceed 1 trillion by 2010. Spending Habits Hispanic Americans outspend other minority groups online. Yet Hispanics are still underrepresented among online buyers. A high percentage of us have concerns about payment security, as well as a strong preference for touching and seeing products in person. We tend to spend more on pet supplies, automotive parts, baby supplies, consumer electronics and travel than non-Hispanics online. It makes sense, then, that entrepreneurs who sell these kinds of products should consider reaching out to this market.
- Buying Power The buying power of the Hispanic population should not be underestimated. A study conducted by the Selling Center for Economic Growth at the University of Georgia concluded that Hispanic buying power would exceed 1 trillion by 2010. Spending Habits Hispanic Americans outspend other minority groups online. Yet Hispanics are still underrepresented among online buyers. A high percentage of us have concerns about payment security, as well as a strong preference for touching and seeing products in person. We tend to spend more on pet supplies, automotive parts, baby supplies, consumer electronics and travel than non-Hispanics online. It makes sense, then, that entrepreneurs who sell these kinds of products should consider reaching out to this market.
- Buying Power The buying power of the Hispanic population should not be underestimated. A study conducted by the Selling Center for Economic Growth at the University of Georgia concluded that Hispanic buying power would exceed 1 trillion by 2010. Spending Habits Hispanic Americans outspend other minority groups online. Yet Hispanics are still underrepresented among online buyers. A high percentage of us have concerns about payment security, as well as a strong preference for touching and seeing products in person. We tend to spend more on pet supplies, automotive parts, baby supplies, consumer electronics and travel than non-Hispanics online. It makes sense, then, that entrepreneurs who sell these kinds of products should consider reaching out to this market.
- Buying Power The buying power of the Hispanic population should not be underestimated. A study conducted by the Selling Center for Economic Growth at the University of Georgia concluded that Hispanic buying power would exceed 1 trillion by 2010. Spending Habits Hispanic Americans outspend other minority groups online. Yet Hispanics are still underrepresented among online buyers. A high percentage of us have concerns about payment security, as well as a strong preference for touching and seeing products in person. We tend to spend more on pet supplies, automotive parts, baby supplies, consumer electronics and travel than non-Hispanics online. It makes sense, then, that entrepreneurs who sell these kinds of products should consider reaching out to this market.
- If you are interested in more specific statistical or demographic data for the Hispanic Market I suggest you to check these resources.
- Latinos made up 15.2 million of the 27.3 million new residents
- Why Market to Hispanics? Because we representthe largest and fastest-growing minority group in the United States, surpassing African Americans and Asians. Until recently, Hispanics had been overlooked and misunderstood by Madison Avenue and mainstream America because our different ethnic and cultural backgrounds. 1 out of 6 Americans is Hispanic. By 2050 it’s estimated that 1 in 4 Americans will be Hispanic.
- Why Market to Hispanics? Because we representthe largest and fastest-growing minority group in the United States, surpassing African Americans and Asians. Until recently, Hispanics had been overlooked and misunderstood by Madison Avenue and mainstream America because our different ethnic and cultural backgrounds. 1 out of 6 Americans is Hispanic. By 2050 it’s estimated that 1 in 4 Americans will be Hispanic.
- Buying Power The buying power of the Hispanic population should not be underestimated. A study conducted by the Selling Center for Economic Growth at the University of Georgia concluded that Hispanic buying power would exceed 1 trillion by 2010. Spending Habits Hispanic Americans outspend other minority groups online. Yet Hispanics are still underrepresented among online buyers. A high percentage of us have concerns about payment security, as well as a strong preference for touching and seeing products in person. We tend to spend more on pet supplies, automotive parts, baby supplies, consumer electronics and travel than non-Hispanics online. It makes sense, then, that entrepreneurs who sell these kinds of products should consider reaching out to this market.
- Internet Usage Hispanic Internet usage skyrocketed and exceeded 20.3 million. According to a study released by Scarborough Research, the growth rate for Hispanic Internet Access outpaces that of total adults in the U.S.
- If you are looking for young, bilingual and educated users with higher-than-average household incomes, look no further than Hispanic Internet users. Marketers recognize that the Internet is an efficient medium o target young people. But the youth factor is accentuated among Hispanics, so the Internet becomes even more of an important component of a HISPANIC marketing strategy.”
- Studies show that Hispanic Internet users spend more time online than in any other medium, yet brands aren’t still taking advantage of this opportunity. In order to keep up with this the booming online hispanic market, brands need to redirect more of their marketing budget online.
- We can see that Hispanics embrace new technology more rapidly than other groups and share it very freely with friends and family. Ownership and usage of electronic devices indicates that Hispanics will lead the uptake of mobile Internet and video in the U.S.
- Social Media U.S. Hispanics are active internet social networkers and more likely to participate in online social media than the general market. A social media strategy is a must for any marketer who wants to target this group online. Forrester's Social Technographics® profiles reveal that online Hispanics are highly active in their use of social media, and they consistently outpace non-Hispanics in every aspect of engagement. FACTS These channels touch on important elements of Hispanic culture: community, entertainment, and expression. The new year-over-year look reveals that Spanish-preferring consumers are contributing to the overall growth of Hispanic social media usage.
- If you are interested in more specific statistical or demographic data for the Hispanic Market I suggest you to check these resources.
- Good Afternoon everyone and welcome. My name is Marcelo Rodriguez, founder of Inlanet Digital Marketing. We help companies that are targeting the US. Hispanic & Latin American online markets optimize digital marketing initiatives, online sales, and maximize their profits., Today we are going to discuss online marketing opportunities for the travel industry in the U.S.
- There is definitely big opportunity for companies with the U.S. Hispanic and Latin American markets. But to really capitalize on the potential of this market segment, marketers will need to carefully plan a strategy that will help reach Latinos, and that takes into account the complexities of multiple languages, nationalities, cultures, gender and age demographics, and acculturation levels to the United States.GenerationFirst, Second, ThirdGenerationAcculturationDegreeAcculturated, Assimilated, IsolatedLanguage of preferenceCountry of OriginPsychographics
- The German automaker Volkswagen AG got in trouble for speaking Spanish. In a billboard ad for its GTI model targeting the HISPANIC MARKET, the company used the word "cojones," which literally translated means testicles. The ad showed a photo of the car with the words "Turbo-Cojones." VW was using the word colloquially to mean bold and daring, but the plan backfired, especially among Cuban-Americans in Miami. "In English, Turbo-Balls might not sound so offensive "But in the Spanish-speaking community, it will always have a vulgar connotation." The billboards were taken down in Miami and other cities after the complaints came pouring in. VW's intent was to pitch the sporty, fast car to young, bilingual Hispanics whose first language is English but who retain ties to their Latino heritage. ***********************Back in 2004, Labbat USA, the U.S. Distributor or Tecate Beer, came up with what they called a tongue-in-cheek billboard for Tecate, meant to publicize the fact that the beer was now sold in bottles, rather than only in cans. It showed a chilled, ready to drink, Tecate bottle along with the phrase, “Finally, A Cold Latina.”This example illustrates the importance of truly understanding Hispanic culture before advertising to reach this demographic. Critics felt “the ad propagates negative stereotypes of Hispanic women as being loose and overly sexual,” but that’s just the tip of the iceberg. Family is extremely important to Latinos and any offense to a family member is certainly not appreciated. As a son, husband, brother and father of Latino women I found it offensive that a company would imply that all Hispanic women are “hot.”Most Latinos understand that situations like this usually arise from a lack of knowledge, understanding and sensitivity, rather than an attempt to offend. Therefore, in general, we tend to cut these companies some slack. No, I won’t stop drinking Tecate beer because of this particular advertisement (I actually love a cold Tecate with salt and lime!), but I would not hesitate to try another brand if their advertising utilized sound research and insight in the development of their message… Hey, I could like it better than Tecate!******************************Okay so sure a lot of Latinos love to throw around Spanglish and yes there are some disagreements about it, but when businesses try to use it all hell will break lose. Apparently Budweiser, Corona and Coors Light have decided to make up whole new words. An article in the NY Post further explains the new words:Tomabilidad: Bud ad speak for drinkability. No such word in Spanish.Másunafríaque beer: Corona’s ad line, which translates into: “More one cold what beer” Huh?Emborícuate: Native speakers are at a loss of what this Coors Light phrase means.Seriously...what were they thinking? Who did the research and who exactly are they reaching? It's one thing to reach to the Latino consumer, but there are different types of Latinos. By that I mean the Latino who was born in the U.S. and doesn't watch Telemundo or Univision and then you have the Puerto Rican, Colombian, Dominican, etc. who immigrated to the U.S. and watches Telemundo, Galavision, etc. The latter will probably have the slightest clue what "emboricuate" means.Seriously. What do you think of the ads and made up words?
- Procter & Gamble, the biggest advertiser to Hispanics, launched a bilingual website in mid-September aimed at Hispanic women with beauty and household tips and information about its brands. The site is called orgullosa.com, the Spanish word for "proud.“
- As expected, the CPC of a word in Spanish is less expensive than the CPC of a word in English which creates a great opportunity for brands.A quick way to see if there is opportunity in the Hispanic market is by comparing the CPC (Cost per Click) of a word in Spanish vs. English with the keyword relevant to a specific market. That just means that the cost of acquisition of a customer using a Spanish keyword is more affordable than in English. And for my own experience I haven’t receive a discount on the sale price when I found a ticket using a Spanish booking engine for me or my family.
- The CPC of a word in Spanish is still cheaper than the CPC of a word in English causing a great opportunity and advantage to market these keywords in SpanishBut there is a great difference between the Cost per Click (CPC) of a word in Spanish and another in English
- The CPC of a word in Spanish is still cheaper than the CPC of a word in English causing a great opportunity and advantage to market these keywords in SpanishBut there is a great difference between the Cost per Click (CPC) of a word in Spanish and another in English
- Market ResearchLearn where US Hispanic and Latin Americans (H/L) are searchingDistinguish between H/L search user segmentsCustomize your keyword research for the H/L market(s)Understand important dates special events or seasonal itemsSearch in SpanishUnderstand your data sourcesUse Keyword research tools as guides, not as factual dataKeep your research simpleConsider native search marketing talent
- When it’s time for marketing, we need to be where online hispanics are. There are many portals, search engines and online venues that are constantly visited by Hispanics. Remember that Social media websites are a must for a Hispanic marketing campaign.
- When it’s time for marketing, we need to be where online hispanics are. There are many portals, search engines and online venues that are constantly visited by Hispanics. Remember that Social media websites are a must for a Hispanic marketing campaign.
- Once you acquire those highly sought after customers, how are you going to keep them and how are you going to prevent a negative experience from dealing with a non Spanish speaking customer service department or receiving brochures in English?Continuous communication must be in the preferred language. If someone came to your site via a Spanish language creative and they sign up for your newsletter, either give them the option to choose their preferred language or send it to them in the language that first brought them to you. After spending marketing dollars acquiring your leads and converting customers, don’t lose them because of badly executed retention measures.
- It’s important to develop a management strategy geared toward optimizing its productivity. You can't manage what you can't measure. The first step in effective website management is implementing systems for quantifying such essentials as website traffic, customer behavior, and return on investment. It’s important to have tools in place for measuring website traffic,visitor behavior trends.The HISPANIC ONLINE MARKET is primedfor the online travel industry. That said, there needs to be proper planning to make sure that you know who you are selling to, how to sell it and how to support it. By planning your strategy well before executing your campaigns, will give you a big advantage over your competitors who simply translate a website and expect the leads to start rolling in.
- There are definitely big opportunities for companies with the U.S. Hispanic and Latin American markets. But in order to really capitalize on the potential of this market segment, marketers will need to carefully plan a strategy that will help reach Latinos, and that takes into account the complexities of multiple languages, nationalities, cultures, gender, age demographics, and acculturation levels to the United States. Don't just import Spanish-language content from your websites in other countries, like Mexico or Spain.Use human translators. "It was amazing how many machine translations we found," he said. And don't just translate content from a general market site without changing the images, too.Aim for parity in content with the English-language site. "A Spanish-language site that's one-fifth as rich might [detract from the brand]," he said.Have a URL strategy. While a packaged-goods marketer may have websites for different brands, an easy-to-remember multi-brand site could work better in Spanish. Kraft Foods has comidakraft.com, and General Mills' QueRicaVida.com includes recipes, videos and separate product sections for 16 different brands from Cheerios to Yoplait. "It's more affordable than creating in-culture sites for a bunch of different brands," he said.Don't do partial translation, with some links in Spanish and some in English. And if there is a transition to English, such as contact details, make that clear with an option like a dialog box so the user can choose whether to switch languages.Avoid stale content. Sometimes marketers want to do something Hispanic and decide 'Let's do a World Cup campaign' and that becomes their Spanish-language site for the next year. "Just take it down," he says.Don't put a Spanish-language site up, then neglect to monitor it and engage with users.And avoid orphaned social media that lacks links and easy navigation.
- Don't just import Spanish-language content from your websites in other countries, like Mexico or Spain.Use human translators. "It was amazing how many machine translations we found," he said. And don't just translate content from a general market site without changing the images, too.Aim for parity in content with the English-language site. "A Spanish-language site that's one-fifth as rich might [detract from the brand]," he said.Have a URL strategy. While a packaged-goods marketer may have websites for different brands, an easy-to-remember multi-brand site could work better in Spanish. Kraft Foods has comidakraft.com, and General Mills' QueRicaVida.com includes recipes, videos and separate product sections for 16 different brands from Cheerios to Yoplait. "It's more affordable than creating in-culture sites for a bunch of different brands," he said.Don't do partial translation, with some links in Spanish and some in English. And if there is a transition to English, such as contact details, make that clear with an option like a dialog box so the user can choose whether to switch languages.Avoid stale content. Sometimes marketers want to do something Hispanic and decide 'Let's do a World Cup campaign' and that becomes their Spanish-language site for the next year. "Just take it down," he says.Don't put a Spanish-language site up, then neglect to monitor it and engage with users.And avoid orphaned social media that lacks links and easy navigation.MarielaDabbah, speaker and creator of creator of Latinosincollege.com, warned marketers about staying focused and knowing exactly what to do when they attempt to “educate” the Hispanic consumer.“What does it really mean to educate the Hispanic consumer?” asked Dabbah, who is also a counselor for Ford-sponsored TuVozenTuVida.com Website. “I constantly hear parents saying they don’t understand half of what is being said about schools, tests, and things they kids will need to go to college.“Let’s make sure that when you market to this community, you must address things that the community needs to know,” she concluded.