MIAMI: Marketers are taking advantage of opportunities to target Hispanic consumers with social media, relying on bloggers and brand advocates to tell their stories with authenticity.
However, marketers face a major challenge when determining whether to use English, Spanish, or a mix of the two in their social media campaigns, notes Manny Ruiz, creative director and organizer of Hispanicize 2012.
“Brands are figuring out how to target their outreach between acculturated Latinos, those who speak English or both English and ...