An interesting article via Inc Magazine on tapping the Latino market. Here’s a key point about how organizations are tweaking their marketing strategies to reach the “new” Latino market – culturally:
“Marketing to Hispanics is nothing new—what’s new is businesses are trying to connect with them at a cultural level, instead of with language alone,” says Felipe Korzenny, director of the Center for Hispanic Marketing Communication at Florida State University.
Dr. Korzenny makes a point that Hispanic marketers have been preaching for decades now. Why haven’t organizations listened?