Two out of three Hispanic marketers also do not create different versions of their promotions for different US locations, according to the Direct Marketing Association report, “Hispanic Direct Marketing: Techniques and Best Practices.” One out of two marketers report that the majority of their Hispanic-specific promotions are written or spoken in both Spanish and English. One in five say that most of their promotions are in English only or that they have separate English and Spanish language versions.
“The survey results reveal that Hispanic marketers find certain media channels and segmentation tools are more effective in increasing response rates among Hispanic consumers, and so offer greater opportunity for growth,” said Anne B. Frankel, DMA senior research manager and author of the report. “Therefore, marketing to Hispanics involves a different cache of tools than marketing to a general audience. It is crucial that direct marketers understand the nuances of how to best address this group.”
Thereport presents the business side of marketing to Hispanics. It complements earlier DMA research that focused on the Hispanic market from the consumer vantage point by showcasing the marketer perspective on reaching this audience. DMA partnered with PSA and Zubi Advertising, as well as DMA’s Directo Council on this project.
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