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Wednesday, December 3, 2008

Hispanic Marketing - What’s Next?

Having spent over 30 years in Hispanic marketing, I have been fortunate to see the evolution of this fascinating market. I founded one of the first multicultural market research companies, Hispanic and Asian Marketing Communication Research, and experienced first hand the explosive growth of a market and an industry. Now, as the Founder and Director of Florida State University’s Center for Hispanic Marketing Communication, I am training the next generation of Hispanic marketing leaders and I am continually asking, “What’s next”?

Marketing experts have been heralding the reign of digital communications for years, but few are aware of the importance of Hispanics in this digital era. Through my research dating back to 2000 when I conducted the study “The Digital World of the US Hispanic” and now as a professor at Florida State University, I have discovered powerful insights regarding Hispanics and technology in our research program “The Multicultural Marketing Equation.”

The fact is that Hispanics, along with other emerging minorities, are leading the technology revolution in this country.

Hispanics are one of the fastest growing and most active segments of the online population. They are using technology to enable social connectivity and enhance their cultural identity. In a recent study that I authored, I found that Hispanics, regardless of language preference and age, are more likely to be active on social networking sites than non-Hispanic Whites. Hispanic market growth and technology adoption are converging, making digital communications the next frontier in Hispanic marketing.

1 comment:

Michael Soon Lee said...

What multicultural marketers tend to forget is that if people are not treated with sensitivity to their culture when they come into a store or office they still won't buy. Lack of cultural competence on the part of front line staff is what sabotages many multicultural marketing campaigns.
For more information, check out the book, "Cross-Cultural Selling for Dummies".