I think marketers tend to bucket them all together. What key piece of advice would you give to marketers to effectively reach Hispanic moms? Do you see their children playing a larger role in their purchases than the general market?
Collective Bias connects brands to digital influencers, many of whom are Hispanic mothers. Does a sponsored post from a brand hold as much power as a recommendation from a friend or a family member for these mothers? I think one of our clients, Padilla, is doing a great job. We do have to treat Hispanic mothers a little differently. They often talk with friends and family members on Facebook while shopping, or will send pictures to friends when in a store. I think marketers tend to bucket them all together. Listen to their ideas and use them as influencers. Hispanic mothers come from a wide variety of countries and cultures. Do you see their children playing a larger role in their purchases than the general market? Go beyond the articles Corporate subscribers get quick and easy access to the exact data and analysis they need to make critical business decisions: Talk to them directly. Do you think mother blogs still hold as much value to marketers as they once did? How do Hispanic mothers feel about advertising and marketing content on social media? I think bloggers will always be the heavy lifters from a content perspective. What is the biggest stereotype marketers have when it comes to reaching Hispanic mothers? They tend to prefer to chat on Facebook instead of emails, which I thought was interesting. Holly Pavlika, senior vice president of marketing and content at Collective Bias, a company that connects brands and retailers to general market and Hispanic consumers through influencer-generated content, spoke to eMarketer's Alison McCarthy about what marketers can do to best reach US Hispanic mothers. Yes, I think mothers are still blogging. Hispanic mothers tend to use Pinterest less than mothers overall. In terms of content, they want to connect with brands and take on campaigns that understand them. What key piece of advice would you give to marketers to effectively reach Hispanic moms? Are mothers blogging in the traditional sense as much as they were a few years ago? They do like interacting with brands and do tend to trust advertising more than the general market, but I think it all comes down to content.
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