The success of a Hispanic marketing campaign relies on a series of controllable and uncontrollable factors that will determine the end result. However, there is one particular element that most marketing professionals underestimate all the time: strategic planning specifically for the Hispanic audience.
Most of the time, Hispanic marketing efforts are executed as a literal translation of a company’s Anglo marketing. They don’t take into consideration cultural nuances, brand perception or current market research on the diverse Hispanic segments.
Sometimes decisions are made based on personal opinions from Hispanic employees within an organization. Perhaps they listen to or read specific Hispanic media or know what media outlet offers the cheapest rate, yet they don’t have the proper understanding of the target audience reach. READ MORE
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