It’s time to question everything we think we know about the Hispanic market
February 28, 2013
by Jose Villa / Sensis
Whenever someone first gets involved in Hispanic marketing, they inevitably come across a series of universally accepted “truths” about Hispanic consumers and how to market to them. While some of these truths have faded as the market has evolved over the last 50 years, some continue unchallenged. But as anyone who is deeply involved in marketing to Hispanics today will tell you the market has evolved as quickly as it’s grown. Today’s modern Hispanic marketer understands everything we think we know about Hispanics has to be questioned – especially long-standing “truths” that are likely oversimplifications rooted in a simpler, more homogeneous world that no longer exists.
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