Opinion: Hispanic market is the nexus of digital media, message

05/7/2013 | Adweek

Hispanic Americans index higher in the use of the smartphones, the use of digital video and nearly every other metric relating to digital media, writes Roberto Ruiz. "The key for agency professionals and marketers who want to win uber-engaged consumers is the fact that technology is a cultural enabler," Ruiz writes. Re-purposing English content simply won't work in a world where "marketers and their agencies need to keep the content, messaging and social interaction culturally relevant."

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