Multicultural Marketing Campaigns: Reaching the US Hispanic Market on Digital Media: An Abstract
2018
Hispanics, a highly diverse population in terms of geographical origin, education level, and language usage, are the fastest-growing ethnic minority in the United States. As a result, their buying power is increasing. US Hispanics over-index in digital media usage, yet are largely underserved and ineffectively targeted. Utilizing both secondary data and interviews with Hispanic advertising/marketing industry experts, in this paper, we present an application of a strategic marketing process that takes into account the multiplicity of cultural factors that impact the success of a targeted marketing campaign.
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