Monday, January 16, 2012

Why does Latino digital deserve its own marketing plan?

Jan 11, 2012 | by Lynn Currie

There’s a tendency in general market advertising to think of minority advertising as a way of ghettoizing an audience. But when it comes to the land of digital consumers, author Giovanni Rodriguez says the Latino segment is more of a high-end neighborhood.

With roughly 10 percent of U.S. buying power, Latino marketing spend, he figures, should be around $36 billion. The number today, though, is only $5 billion.

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