Latino Marketing Is Social Media Marketing

The key to a Latino consumer’s heart is through social media marketing, according to a new book, in part because this type of marketing allows for a more collectivistic approach that speaks to a Latino audience.

The book by Joe Kutchera, “Latino Link: Building Brands Online With Hispanic Communities and Content” posits that marketers should focus on the Latino customer on social media platforms because Latinos tend to be over-represented there. Which is to say, Latinos make up a greater percentage of Facebook and Twitter users than they do in the actual U.S. population.

What’s more, this report notes that Latinos are the fastest growing users of the Internet, Latinos are huge technology purchasers, and Spanish is the third-most popular language on the Internet after English and Chinese.

In short, as we’ve reported before, if you want to make money on the Latino customer, you have to go social.