MERCADEO Versión en español
Erin Conrad of ColectivaLatina: To reach Hispanics on digital enviroments you need a variety of content and voices
Manuela Walfenzao| 13 de abril de 2016
Conrad: El español es un parte importante de la identidad latina, pero no es la única parte
The director of ColectivaLatina, Erin Conrad is a strategy and marketing content expert for social networks, she has worked for the international market and specializes in the Hispanic market. “It surprises me how often clients believe that marketing strategies to reach the Hispanic consumer should be exclusively in Spanish or distributed on Spanish-language media outlets. They seem to be unaware that more than 60% of growth in the Hispanic market comes from U.S. births, or that 33.2 million Hispanics over the age of five (68%) now speak English proficiently” she explained. For Conrad, the lack of understanding of language usage and the acculturation process among Hispanics is one of the key reasons many U.S. brands are not currently reaching Latinos. “To reach digital Hispanics you need variety of content and voices” she said. “Talking and using only Spanish channels eliminates a broader opportunity of growth. Spanish language is an important part of the Latino identify, but not the only one.” Cultural identity and cues are key for engaging with Hispanics. Thats the reason why, Conrad highlights, is so important for companies to use a variety of content and multiple voices. “Utilizing Hispanic influencers from a multitude of backgrounds and acculturation levels can result in individualized content that resonates with different segments of your target” she concluded.
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