Transformational Hispanic Marketing : Cultivating a More Strategic Approach

Over the years many articles, books and new business pitches have been written about the promising Hispanic market opportunity and how to market to Hispanics. There are also dozens of agencies that claim to specialize in the Hispanic market. It is estimated that advertisers spend upward of $9 billion a year targeting this demographic. Yet one can make the case that the field of Hispanic marketing has not evolved much over the past couple of decades. To put it bluntly, this industry is stuck in a rut. MediaPost indicates that Hispanic ad dollars only represent 6% of the total U.S. ad spend, yet Hispanics comprise over 18% of the total population. There have been many explanations for this significant underspend, but I would argue that one of the most insidious reasons is that Hispanic marketing as an industry has not made a consistent and compelling business case for these funds.

Significant aspects of Hispanic marketing are fundamentally broken and antiquated. Transformational Hispanic Marketing(TM) challenges conventional wisdom, makes the case that the field of Hispanic marketing needs to be transformed, and that it's time for the industry to raise its standards. This book focuses on how to build the foundational and strategic capabilities that will help modernize this discipline. This book also highlights how many companies routinely accept a number of significant compromises that impede building a successful and enduring Hispanic marketing capability. One of the factors that holds the industry back is a lack of strategic rigor and consistency. Thus, this book is not just about helping companies propel their Hispanic marketing efforts forward, it is also about helping companies avoid regression.

Transformational Hispanic Marketing(TM) is designed to change behavior on an enduring basis and to provide Hispanic marketing efforts with a more reliable foundation.