Monday, November 10, 2014

Why Most Marketers Are Not Ready To Go Total Market Or 'Cross-cultural'

Most marketers are behind when it comes to investing in the Hispanic market. Of the $171 billion spent on paid media in 2013 (according to eMarketer), Hispanic media spending totaled just $8.3 billion (according to Kantar and Advertising Age). Hispanic media spending represents less than 5% of total paid media spending, while Hispanics represent 17.1% of the U.S. population. While paid media doesn’t capture the entirety of marketing activity targeted to Hispanics, it provides a good barometer.

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