Strategic target marketing considerations and implications for the US Hispanic market

Mine Üçok Hughes, Tony Stovall, Ekin Pehlivan and Rafael Cardona

Journal of Cultural Marketing Strategy, 2019, vol. 3, issue 2, 152-171

Abstract: Hispanics, a highly diverse population in terms of geographical origin, education level and language usage, are the fastest-growing ethnic segment in the USA. Despite their growing economic power and cultural significance in the US marketplace, marketers are yet to address this market properly. Utilising both secondary data and interviews with advertising/marketing industry experts targeting Hispanics, this paper presents an application of the strategic marketing process that takes into account the multiplicity of cultural factors influencing the success of targeted marketing campaigns. The paper provides tactical implementations to execute a multi-cultural marketing strategy. Examples from successful digital campaigns targeting a variety of Hispanic populations in the USA are provided as Hispanics over-index in digital technology usage especially in the mobile category. A brief section on managerial implications for marketing practitioners is provided as well.

Keywords: multi-cultural marketing; Hispanics; digital marketing; marketing strategy (search for similar items in EconPapers)
JEL-codes: J7 M3 (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jcms00:y:2019:v:3:i:2:p:152-171

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