Develop data-driven campaigns with testing and optimization 
Alicia Morga, CEO of Consorte Media, an online ad network for Spanish-language sites in the U.S. and Latin America, says that "with good targeting technology, online marketers are able to try out different things to see what works and optimize campaigns instantaneously. For example, we found that in one of our client campaigns, the image we used of a blue house drove a higher response rate than a white house. In an offline campaign, you might never know which ad was more impactful, and even if you did figure this out, it would cost you considerably more time and money to change the ad."

"One of the biggest challenges in marketing to U.S. Hispanics online is figuring out how to effectively get in front of the audience online. The first part of the equation is 'where.' Not all Hispanics congregate at the large Spanish-language portals. Hispanic surfing and online behavior is highly eclectic and a 'one-size-fits-all' approach does not work."

"The second part of the equation is 'with what?' We use our own behavioral targeting technology that helps identify not only who is Hispanic, but what an individual will respond to. Relevant ads are then served to unique segments for optimal results. As with any other marketing group, it's important to be in the right place with the right ad."

Tap into search
Sarah Carberry, team leader at Google, says, "Connect with U.S. Hispanics at the right time and right place when receptivity is at its greatest. The consumer is choosing when to engage with your brand and signals their interest when they search for information on Google or on trusted content sites such as Univision or MySpace en Espanol. You can now tailor messaging to many niche markets, such as U.S. Hispanics, and target them with various ad formats in more places where consumers are throughout the web. This relinquishes marketers from the confines of traditional media where a standard design has been the norm."

Carberry recommends optimizing on the fly after seeing what keywords, channels and messaging are working best. Also, she says, "take advantage of Google's geo-targeting capabilities where there are higher concentrations of U.S. Hispanics. With AdWords, you can set your ads to show only to users within a certain radius of your business."