The Best of 2012: Developing new digital and mobile platforms creates new ways to reach the Hispanic market

As part of its Special Coverage: The Best of 2012, PRODU Hispanic Publicidad notes how important the development of new digital and mobile platforms has been in 2012 for creating new ways to reach the multicultural market.Randall Rothenberg, president and CEO of IAB, called on the industry to really grasp the importance that technology + creativity has in today’s marketing and media strategies, which in turn are generating a whole new world of advertising.“With the growing rate at which Latino consumers are using television, smartphones, social networks and online video, they have become one of today’s most reliable and dynamic targets. A combination of facets that include young people, the community, the culture and language preferences, give Hispanics a profile of media usage and technology pioneering that mass marketing companies simply cannot ignore,” said Monica Gil, senior VP of government and public affairs for Nielsen.For his part, Joel Lunenfeld, VP of global brand strategy at Twitter, said, “Technology is eliminating the barriers of time, space, language, politics and more. Twitter enables interactions that would not be possible any other way and that occur now every day. Sixty percent of people follow six brands or more on Twitter.”