Lauren Romero wrote an article titled "Beyond Acculturation" that describes why simple "acculturation" is not good enough when considering your marketing plan for the Hispanic community. Just like you would create U.S. English websites based on your consumer behaviors, you can't simply create a website based on consumers being Hispanic. Hispanics have different characteristics just like everyone else. The acculturation technique may have been good for a while because the Hispanic community is complex and it was an easy way to start addressing their needs. But now there is a lot of information that has been gathered that should be used to do better segmentation, based on behavior, not just demographics. Lauren's article mentions a term that was created by Diano Rios and Federico Suberi called "Situational Latinidad". Its basic idea is that "each Latino in the U.S. experiences the Latino identity in different ways, in different situations. Acculturation labels sum up general types and levels of such individual identification based on language use and media consumption, but they miss what matters to most marketers -- behavior related to their category."
As an interactive marketing agency, Definition 6 can help you gather information about your consumers to help you create websites, email campaigns, pay per click campaigns, etc. that reach out to the growing Hispanic population.
As an interactive marketing agency, Definition 6 can help you gather information about your consumers to help you create websites, email campaigns, pay per click campaigns, etc. that reach out to the growing Hispanic population.
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