Filed Under: [ Hispanic News ] [ Marketing ]
“The debate over whether to reach out to U.S. Hispanics is just about over. Most savvy marketers know that the Hispanic market is bigger, younger and increasing its buying power faster than any other minority group in the United States. What’s just beginning, however, is the discussion over why marketers are doing such a poor job of targeting this group.
Consider these numbers: More than 100 of the top 250 television and print advertisers spend less than 1 percent of their budget targeting the Hispanic market. Some industries, such as pharmaceuticals and fragrances, continue to ignore the Hispanic consumer completely with their messaging. And when it comes to selling their brand to U.S. Latinos, only 20 percent of companies are “getting it right,” according to Si Change Consulting.”
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