Show Shares Info on Latino Market

MIAMI — The Search Engine Strategies 2006 Latino Conference and Expo was a hit. The informative sessions were eye openers to the potential and maturity of the Latin American market, including in the United States.

Speakers covered topics such as links, criteria for different search engines, learning the language of consumers and tactics on marketing to Hispanics. What did direct marketers think of the conference?

Sylvio Lindenberg, manager of the center of excellence at Media Contacts, Sao Paulo, Brazil:

“I think it is really good that there is this spotlight on Latin America. It is good for advertisers, agencies and the market as a whole. Although this is just the beginning, I am extremely excited about the fact that this will be held again next year.”

Edward Garber, digital marketing consultant at Beyond ROI, Hallandale, FL:

“This is a start for the penetration of a very large and ever-growing market.”

John Gill, manager of the U.S. office for Index Tools, New York:

“[Miami] is a good place to find business opportunities in the Americas.”

Price Glomski, account leader, Range Online Media:

“We have multiple clients running homegrown domestic and international programs that include campaigns focused on the growing Latino/Hispanic market. So, we were eagerly anticipating this new Miami show. The show was smaller than the mainstream SES conferences, but that was actually a positive. It allowed the attendees to engage more openly with the speakers and group, which gave the sessions a ‘small class’ feel.”

Blake Suggs, senior account manager, Range Online Media:

“Due to the multicultural marketing focus, attendees got a chance to hear from and talk directly with a variety of speakers. There was a lot of new information shared, but I was encouraged to hear repeatedly what we have found in our own campaigns: That the Latino market may be searching in Spanish, but are often clicking on the English ads. They are a culture raised in both worlds, and the consensus at this show was that you must be creative and all-encompassing when marketing to this multilingual demographic.”

Victor Pitts, sales director at, Pompano Beach, FL:

“It is very targeted. I love hearing the information from people with knowledge of the Hispanic marketplace. [I have learned] that the Latin population in the U.S. is booming and there is a growing middle class throughout Latin America. U.S. companies should focus on this.”

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