Joe Kutchera, author of Latino Link: Building brands online with Hispanic communities and content, will lead a core conversation with Ana Grace, Global Team Site Manager for Best Buy, about marketing to Spanish-speakers through digital platforms Saturday, March 12 at 12:30PM.

The Hispanic market is the fastest growing population in the United States, and will soon no longer be considered a minority. Time and time again, it is proven that Hispanics greatly over-index on digital platforms; however, some marketers have a hard time figuring out how to reach Hispanics in this space. In this session you will learn from case studies about how leading marketers engage the Spanish speaking audience online and on mobile devices.

A recent article, The Mobile Latino: Catch Me if You Can, posted on ClickZ.com states the use of cellular phones alone rose “26 percent from 2006 to 2010 among Latinos, compared to 18 percent of the general population.”

Author of the article, Gustavo Razzetti, provides three key attributes driving the mobile Hispanic:

1. Social connectivity: Mobile applications have changed the role and landscape of marketing – and Latinos are all over it.

2. Fun experience: For Latinos, mobile is not about efficiency and multitasking, but about ubiquity and expanding their experiences.

3. Open to innovation: Contrary to many marketers’ beliefs, Latinos are more receptive to new ways of using their mobile phones.

“Overall, online Hispanics are more interested in the mobile Web than the mainstream population. They feel that their mobile phone is the gateway to their social world, making extra features more appealing.”

According to Joe, the core conversation will cover the same key points as his book. Check out this video summary Joe prepared for his blog tour of the book where he shares 3 key lessons about how to reach the growing Hispanic audience.