SXSW Interactive 2014
The Latino Digital Landscape: Insights & Solutions
By 2050 Hispanics will be 1/3 of the U.S. population. The assumption is that the digital divide will become non-existent or even reversed as more Latinos become digitally dependent. Since 2009, the number of Latinos online and that own mobile technology has dramatically increased; yet, only 1% of U.S. overall marketing dollars are allocated to target this desirable population. Our panel brings in experts from Hispanic digital content creators and marketers to explore the divide between the investments and commitments being made in digital to reach the Latino audience and how to challenge investors, organizations, media creators, agencies and startups to commit to digital. Digital is already set to be the fastest growing medium to target Latinos this decade but the ROI in the digital landscape has yet to be effectively quantified. The lack of real measurement, coupled with the need for more viable digital content outlets and creators is partly to blame for the lack of investment.
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Additional Supporting Materials
- What is the current Latino digital landscape?
- What are some of the key insights?
- What are some of the positive solutions?
- What are the steps to elevate the commitment to investing in Latinos in digital and social media?
- What are the biggest challenges?
Kety Esquivel, Vice President, Fenton