Online behavior: What marketers don’t know could hurt them

Marketers are starting to realize that a technique that engages one ethnic group doesn't necessarily work for another, and ignoring the intricacies of Hispanic behavior online could negatively affect marketers' abilities to reach this growing audience. A recent study by Communispace Corporation looked at more than 1,000 Hispanic members in two private, online communities. The study revealed several trends that not only validate the effectiveness of using online media such as communities and social networks to reach Hispanic audiences, but also offer strategic guidance for doing so more effectively.