The US Hispanic population is large, growing, young and experiencing economic and social progress – “an incredible opportunity for any brand”, according to an industry figure.
In a WARC Best Practice paper, How to market to Hispanic consumers in the US, marketing consultant Belia E. Jimenez, highlights the size and influence of the Hispanic population on many areas of US public life and popular culture.
“The challenge for marketers wishing to sell to Hispanics is determining how Hispanics are different from Non-Hispanics,” she says, and that requires close examination of research processes to ensure that cultural context is integrated at all stages. READ MORE AT WARC
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