Is Your Digital Marketing Strategy In Sync with Latino-User Behavior?
本文探讨数字营销对西班牙裔美国消费者的有效性，指出营销人员常犯的错误，如将拉丁裔等同于西班牙语使用者，并分析语言模式及移动社交媒体使用差异。
The article looks at digital marketing, focusing on its effectiveness among Hispanic American consumers. The authors discuss what they say are common errors made by marketing and advertising personnel of equating Latino with Spanish-speaking and assuming that the best way to reach Hispanic consumers is through Spanish-language media outlets. They note that many Latinos speak English as their first language and present data on topics including language patterns among Hispanics who use digital media and differences between Hispanics and non-Hispanics in their frequency of mobile social media and entertainment activities.