Reaching the U.S. Hispanic automotive customer requires a combination of national advertising and consistent messaging on the local dealer level that takes advantage of the demographic's over-indexing smartphone use, according to this interview with David Rodriguez, Ford Motor multicultural marketing manager. The company is seeing "an increase in effectiveness in mobile activity, certainly as it relates to video," he says. "The trend shows such high engagement and click levels that we can no longer sacrifice one for the other."

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