Tuesday, January 13, 2009

Web-based marketing has long been overlooked when it comes to reaching Latinos

If a brand wanted to reach out to the increasingly important Latino consumer, there were always a variety of traditional tools to grab -- traditional being the key term. Historically, little importance had been placed on Web-based marketing. But those days are over. Just ask Alex Lopez Negrete of Lopez Negrete Communications in Houston, a leading agency specializing in the Hispanic demographic."Our gospel over the last six or seven months has changed," says the agency president and CEO. "We don't have to preach about online and digital anymore." Eighteen months ago, the firm's clients -- which include Bank of America, Tyson and Wal-Mart -- devoted an anemic 0-5 percent of their ad budgets to online efforts.

Today, every Lopez Negrete client has an online strategy, and the 5 percent spending apportionment is the new floor. Some brands now devote as much as 20 percent of their Hispanic-geared spending to Web-based projects.

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