Understanding Hispanic culture: a recent marketing conference reveals the need to reach multiple acculturation levels instead of targeting one large group.(ON THE SCENE)

CRM Magazine, June, 2005 by DeFelice, Alexandra

To truly connect with the Hispanic culture, companies must understand the different levels of acculturation. The question no longer is as easy as whether to send marketing materials in English or Spanish, but how to be the most appropriate to each segment of the Hispanic population to keep things in culture. It is also important to reach people the way they want to be reached, according to a new study revealed during a recent Hispanic marketing conference hosted by the Direct Marketing Association.

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"At the end of the day, they have to be sure ...