Hispanics are driving growth in video and Internet

The universe of multicultural homes that Charter Communications in the US caters to is made up of 18.6 million and for the company, multicultural marketing is imperative. That is what Marisol Martínez, VP of Multicultural Marketing at Charter Communications, said during the first talk of the session Atendiendo a las Audiencias Hispanas (Catering to Hispanic Audiences), dedicated to marketing in the context of the 18th Annual Hispanic Television Summit.

“Multicultural marketing represents our number one opportunity. Hispanics are driving our growth in video and the Internet. We continue proving the constant value of Hispanic within our company,” added Martínez. He mentioned that the goals for multiculturalism are to increase market share, acquire new subscribers, and retain the current one.

“The best practice is to make sure our communication strategy is based on insights. We believe our integrated strategy is the most effective to reach Hispanics. We personalize the message in the right format to reach specific audiences,” commented Martinez during his conversation with E.B. Moss, journalist, and marketer of Moss Appeal.

Martínez made reference to the recent entry of five new Hispanic channels to the operator´s grid and the launch of Spectrum TV Live to watch live TV outside the home.

During the talk, two marketing videos were presented: one to promote Spectrum´s Mi Plan Latino with Gaby Espino as a spokeswoman and another for Spectrum Mobile presenting a virtual concert with Ozuna made on September 5.