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Strategic target marketing considerations and implications for the US Hispanic market

Author

Listed:
  • Hughes, Mine Üçok
  • Stovall, Tony
  • Pehlivan, Ekin
  • Cardona, Rafael

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.

Suggested Citation

  • Hughes, Mine Üçok & Stovall, Tony & Pehlivan, Ekin & Cardona, Rafael, 2019. "Strategic target marketing considerations and implications for the US Hispanic market," Journal of Cultural Marketing Strategy, Henry Stewart Publications, vol. 3(2), pages 152-171, January.
    • Handle: RePEc:aza:jcms00:y:2019:v:3:i:2:p:152-171
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    More about this item

    Keywords

    multi-cultural marketing; Hispanics; digital marketing; marketing strategy;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • J7 - Labor and Demographic Economics - - Labor Discrimination

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