Direct Line Blog

Directo Day at DMDays

Share this article:
I attended a couple of sessions today at DMDays' Directo Day, focusing on hispanic-targeted marketing. The first session, called "A Brave New World: How Companies are Successfully Marketing to U.S. Hispanics" offered a fundamental view of the sector and featured several top marketers including from Allstate Insurance Company, Hewlett-Packard, SureFit and Iceland Health. The bottom line? Don't underestimate this market -- it is soon to be a $1 trillion market -- and don't lump Hispanics into one target group, since much depends on the level of acculturation among its members, and there are also a wide variety of Spanish-speaking cultures in Latin and South America. Also: Hispanic marketing isn't just about translating words, as in translating your Web site and direct mail pieces, but its about translating ideas and making them relate to this particular audience. Word of mouth is also key to this group, which has extremely strong family ties, and while as a group Hispanics are represented less online, those that are connected are even more engaged than the general population.
Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Direct Line Blog

Sign up to our newsletters

Latest Jobs:


Company of the week

Data Services, Inc. meets the needs of today's data-driven marketer by providing front-end database management and data analytics platforms alongside our expertise in global contact data quality, database building and ongoing maintenance that comes with our 45+ years in business.


Find out more here »

More in Direct Line Blog

The USTA's Strategy to Ace the Customer Experience

The USTA's Strategy to Ace the Customer Experience

The US Open may be the organization's centerpiece, but its CX strategy is a year-round endeavor.

One Town That Will Track You Down

One Town That Will Track You Down

Chicago is outfitting its streets with censors that track traffic patterns and cell phone usage. Hey, can you get Wi-Fi widdat?

Gaming Companies Excel at Engaging GenY

Gaming Companies Excel at Engaging GenY

Connecting with millennials isn't as hard as marketers think, and these companies are proving it.