Since there are already too many 40+ page reports out there instructing marketers as to where the opportunities lie in engaging with Hispanic consumers, we’re here to make it easy. This is our analysis of the 3 most current free Hispanic Online Marketing reports; the 2010 US Hispanic Social Media and Marketing Overview, the 2010-2011 Hispanic Social Media Guide, and the 2010 Hispanic CyberStudy. They each have their own strengths and weaknesses and we have ranked them in the order that we recommend them to a marketer with a limited amount of time for research on the Hispanic Consumer.
1. 2010 US Hispanic Social Media and Marketing Overview
This was our favorite report and a clear case of why not to judge a book by its cover. While the title page and overall design may look a bit like a 12th grade History Paper, this report is full of useful statistics as well as qualitative data from industry experts that make it a good read. Recommended reading includes: “The Latino Research Story” (pg 9-10), “Who’s Best to Handle it All” (pg 21-23), “The Pan Latin Connector” (pg 33-34) and “Expectations, Propositions, & Future Thought” (pg 35-39).
This is the shortest and most visually attractive by far of the three studies, you can actually get through the entire report in about 15 minutes. The focus of this report is on internet usage by Hispanics and it breaks the Hispanic population down by level of acculturation and details the language and usage preferences of those groups. While it does not have the sheer amount of information as the other two studies, we found it to be very educational and succinct. Must reads include: “American Yardstick” (pg 15), “Young Hispanics” (pg 11), “Technology Leaders” (pg 15), and “Life Stages” (pg 22-26).
3. 2010-2011 Hispanic Social Media Guide
This report reads like a conglomeration of differing opinions from a multitude of firms in the Hispanic Marketing industry. So if you are looking to shop a number of these firms, you can find plenty of advertising and contact info in this report. Besides that, the only articles that I would recommend reading would be “How to Build a Hispanic Online Community” (pg 19-22) and “How to Effectively Work with Latino Bloggers” (pg 24-26).
There is a notable lack of quantitative data as the first graph doesn’t show up until page 27 and it is borrowed from an eMarketer Ad of their own report. Additionally, a majority of the other statistics found in this report are copied over from the Hispanic Cyber Study Report described above.
All three of these reports bring something a little different to the table while educating the marketer looking to engage Hispanic customers. Hopefully this guide saves you a little bit of time in trying to read all three.
Very useful summary!
As someone that contributed to the 2010 US Hispanic Social Media and Marketing Overview, thank you for highlighting the depth of knowledge and insight that we provide our clients when creating their SM campaigns.