Friday, December 4, 2009

Segment Is Key Part Of The 'New General Market'

It's no secret that the Hispanic segment has become an influential force in the U.S. While the 2010 Census will certainly confirm this, there's an even bigger demographic reality developing, which still calls for a strong and steady focus on the Hispanic segment, but also warrants a new look at a brand's total marketing strategy.
Simply put, the term "general market," as we once knew it, has changed.

In the Top 20 metropolitan markets in the U.S., of those between the ages of 18 and 44, more than half, or 52%, of the population is multicultural (Hispanic, African-American and Asian-American). This is happening right now, in arguably one of the most important age demographics that shapes the success of a "national" campaign.

This shift confronts marketers with the challenge of adapting existing marketing strategies when the general market, typically defined as non-Hispanic white, has become more of the segment, and multicultural segments have become more of the mass population.

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