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

Scaling the Great Firewall of China

Scaling the Great Firewall of China

You do know that your Web pages take as long as four seconds to load over there, right? And you do realize that at that point you may as well ...

Samsung Receives an Early Christmas Present from Kristen Bell

Samsung Receives an Early Christmas Present from Kristen ...

The Frozen star's "Text Me Merry Christmas" ditty reinforces that brands must seize unforeseen opportunities.

Content Opens the Door to Opportunity

Content Opens the Door to Opportunity

PacificUnion Real Estate uses content marketing to create a competitive advantage—and help its agent sell high-end properties.