It used to be that advertising to the Hispanic segment of the population was simple.
In order to create meaningful relationships with Latino consumers, it's essential that we not only celebrate Latino identity, but that we also empathize with and show an understanding of the unique tensions of this "nowhere land" experience.
As the English-speaking Latino audience grows in size and importance, how can marketers develop culturally relevant promotions for Hispanics? Bernardo Meza, brand manager for Wrigley Multicultural Marketing, answered that question by describing his company's "Vive tu Música with 5" program, which aims to build awareness for 5 Gum among bi-cultural Hispanic consumers.
ISEO, critical to brand messaging abroad, is no less important domestically, where a burgeoning Hispanic community offers marketers additional revenue opportunities. For businesses who embrace smart ISEO and localization strategies, the returns can be great.