Multicultural markets come in many shapes, hues, and sizes. The largest multicultural segment in the US is the Hispanic market – the largest minority in this country. How does one market to this group in a way that resonates with the target?
Many marketers are well aware of the data surrounding Hispanics (particularly, US born Hispanics). They are extremely connected. Not just with people, but with technology. They over-index on cell-phone usage, social networking, blogging, recommending products/services to family and friends; indeed, they are brand influencers. Yet, few truly understand how to market to them effectively and affectively (reach AND touch).
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