In my recent academic research into Hispanic marketing, I have concluded that the basic marketing principles used in communicating with consumers apply to any market, including the Hispanic market. If marketing communication in the general market are continually perfected to convey clear expressions and to match the emergent images in American culture, the same approach can and should be used to target Hispanics. From there, a deep study into Hispanic culture will boost the communication behind your intended target market.
A recent and successful research interview from a professional marketing agency on the subject of cultural and historical research in Hispanic marketing has proven that the process of knowing consumer behavior first is vital for building the cultural message around it. Amber Gracia, Principal of Cinco, does market analysis for her clients who wish to enter the Hispanic market as well as other cultural markets. She explains that “people are people and to correctly segment the market, there has to be an understanding that not all consumers are created equal and that research is definitely a sophisticated process, it’s all about asking the right questions.” Amber points out that for any marketer or advertiser who begins a campaign they have to study the consumers as human beings first, then study their cultural levels, and finally study the country of origin.
With this business mindset on all of her campaigns, Cinco successfully assisted their clients in crossing over to the Hispanic market and other cultural markets. Amber recommends that to become more effective in building campaigns for clients, you should definitely study the market multiculturally. Amber not only offers assistance in Hispanic marketing, but also other cultural markets such as Asian and African American markets. During the interview, I asked her what references or sources that I can use to further my studies. “I highly recommend you read Multicultural Intelligence by David R. Morse” said Amber. “In today’s market, your experience in a multicultural market will prove invaluable to clients and this book will help you get the knowledge you need to get going.”
I really appreciate Amber in taking the time in helping me with my research project and if you’re looking into having your business cross over to the Hispanic market or any other market, Cinco can definitely help you out.
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