Hernández: Marketing to Hispanics is not anymore about doing the right thing but being smart
(Maribel Ramos-Weiner). Hispanic audiences represent the only TV market segment that will continue to grow in the US over the next five years. This is according to Jacqueline Hernández, COO of Telemundo, speaking at a conference-breakfast at the Florida Cable Forum, organized by CTAM Florida. 30% of Mexicans in the US were born abroad, and that represents 70% of Hispanics living in this country, she said.The talks were moderated by Seth Arenstein, editor of CableFAX. They dealt with issues such as competition in the Hispanic TV market, how to reach Hispanic audiences, and the relevance American corporations give to this consumer segment. Among the brands that have understood the importance of this segment, Hernández listed examples such as Ford, McDonald´s and Kraft. She even quoted Krafts president who once said: If you are not marketing to Hispanics, you are dead. She added, This is not anymore about doing the right thing but being smart.Hernández said it was not easy to reach Hispanic audiences and that they need to be targeted at different levels. She also emphasized the relevance and importance of social networks to this audience.
