March 27th, 2012

Latinos and Marketing: The Power of Authenticity

By Gustavo Razzetti

Last Friday, I had the privilege to interview David Iudica, director of strategic insights and research at Yahoo, regarding the second phase of Ethnodynamics.

According to the study, developed by Yahoo Mindshare and Added Value, marketers must understand the nuances between the two generations of Hispanics, and how acculturation affects their preferences.

Also, it emphasizes the importance of the vast Latino population growth with a projected spend of $1.5 trillion for 2015. I can’t help but think about “Casa de mi Padre,” the latest Will Ferrell movie, which was developed completely in Spanish in a clear attempt to reach Hispanic moviegoers.

The findings stress the notion of how the majority of the Latino population is second generation, American born, and bilingual/English speaking.

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