By Emilio Castellanos

To effectively reach the Hispanic mobile market, brands should ally themselves with organizations that have an established and ongoing relationship with the market and involve themselves with a cause that is important for the particular Hispanic demographic they want to reach. Each case needs to be looked at individually. There is no magic formula that will work across the board. Translating an ad into Spanish just won't do.

Companies seeking to target Hispanics should gain a strong understanding of the cultural differences and behaviors that make them unique --whether they are English or Spanish preferred, represent a particular ethnic group, etc.-- and develop a relationship with them based on those individual characteristics, needs, wants and aspirations. Targeting mobile Hispanics must begin from message conception, contain a long-term component, incorporate multiplatform, and provide an added value service that can be useful and interactive.