One size does not fit all Hispanics. It is a critical mistake to view the U.S. Hispanic market as homogeneous. Acculturation levels, language preferences and country of origin make for unique sub-groups within the segment. The past is littered with Spanish-language campaigns that did not grasp this fact.
The Hispanic market is large, with a heavy concentration in the young, trend-setting markets in the U.S. This demographic is rapidly creating wealth and is highly consumption-oriented. Investment across most advertising and marketing categories has not kept up with this fact—an increasingly sophisticated market is targeted by the least sophisticated marketing. As the power of the market grows, savvy advertisers will catch up to this fact.
- Marketing plans and strategy
- Advertising development
- Media buy and placement