The first article is titled “Your Next Big Opportunity: The U.S. Hispanic Market” and is written by Lisa Gevelber, VP of American Marketing at Google. This article points out that U.S. Hispanics are an underserved market despite the fact that they will make up “ 30% of the population by July 1, 2050” and that they are also leaders in adoption of digital technologies. Also, the article explains that most brands don’t have a marketing strategy for Hispanic audiences and most agencies “Were advising clients to invest in reaching them either somewhat or not at all.” Therefore, to secure long-term growth, brands should take action and leverage the opportunity to reach them through digital channels and with cultural relevant messages.
I am an Integrated Marketing Communications (IMC) Graduate Student at Northwestern University and I have over eight years experience working with clients from a wide range of industries. I am passionate about uncovering powerful consumer insights to help brands tell more meaningful and relevant stories. You can follow me on Twitter @Icmora or connect with me on LinkedIn