by Alexandra DeFelice
Wednesday, June 01, 2005
A recent marketing conference reveals the need to reach multiple acculturation levels instead of targeting one large group.
To truly connect with the
Hispanic culture, companies must understand the different levels of
acculturation. The question no longer is as easy as whether to send
marketing materials in English or Spanish, but how to be the most
appropriate to each segment of the Hispanic population to keep things
in culture. It is also important to reach people the way they want to
be reached, according to a new study revealed during a recent Hispanic
marketing conference hosted by the Direct Marketing Association.
"At the end of the day, they
have to be sure they're doing culturally relevant messages. That
doesn't necessarily mean Spanish or English, it could be bilingual, it
could be Spanglish," says Sonya Suarez-Hammond, director of Yankelovich
Research. "Seasoned marketers already are looking at ways to step up
their efforts to more targeting and eventually 1-to-1 marketing. [They]
are able to develop more savvy marketing efforts."
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