Hispanics will soon make up a third of the U.S. population, so it's vital that marketers learn how to reach out to them, says Armando Rayo of Cultural Strategies. Translating ads into Spanish isn't enough, Rayo says. It's important to recognize that Hispanics aren't a monolithic group, so you need to hone your ads to appeal to your target audience's specific cultural and linguistic norms, he notes.

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