Marketing to Latinos: The Challenges of Naturalization
According to Gustavo Razzetti at ClickZ, there’s been a slow paradigm shift when it comes to marketing to Hispanic consumers. Today cultural relevance, rather than language, is the key .
With 70 percent of Hispanic consumers self-defining themselves as bicultural, language ends up playing a secondary role. Cultural relevance is the key. Bicultural Latinos live in both worlds; they switch from one culture to another, the same with language. Shouldn’t your strategy live in both worlds, too?
- Latinos should be targeted inclusively.
- Social media has become the key to engage with U.S. Hispanics.
- Latinos should be targeted holistically.
- Hispanics are not the exclusive expertise of Hispanic agencies anymore.
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