Ask the Expertos About the Hispanic Online Market
By Lee Vann

Originally published May 2007 by CHIEF MARKETER

In 2006, Captura Group and CHIEF MARKETER published a series of articles covering the 10 best practices that companies can leverage to be successful in marketing to Hispanics online. As a follow-up to that series, Captura Group will be publishing monthly interactive articles about the Hispanic online market titled “Ask the Expertos.”

Here is your chance to submit any questions you have about the Hispanic online market, from demographics, facts, and figures to strategy and Website development. Simply send your questions to expertos@capturagroup.com. In each month’s article, our panel of Hispanic online market experts will address your questions and provide valuable insights into this growing market.

Who are our expertos? In addition to Lee Vann, they are:

Sarah Carberry, who hails from Google's New York office, where she has pioneered the company's first Hispanic-focused advertising division, providing dedicated Spanish-language resources and market research to clients.

Mark Lopez, the publisher of AOL’s Spanish-language service, AOL Latino. Lopez oversees the interactive marketing sales team responsible for building new advertising partnerships for clients looking to reach the burgeoning U.S. Hispanic consumer.

Mary Zerafa, general manager of digital operations for ImpreMedia, the largest Spanish-language newspaper and online news publisher in the U.S. In this role she is responsible for strategy development, operations and management of ImpreMedia’s Websites.

The Hispanic online market continues to grow and represents an increasingly attractive segment for marketers. ComScore Media Metrix reports that in January 2007, 16.5 million Hispanics were online, representing an annual growth rate of 12. In comparison, total U.S. online growth during the same period was only 1%. The latest AOL Cyberstudy found that “55% of the total adult Hispanic population is online,” reports Lopez, “and that the Internet continues to be the best source to make a final brand decision for most online Hispanics.”