Hispanic Marketing 2.0: What enterprise-wide marketing needs

Posted by Elena del Valle on September 10, 2008

By Stephen Palacios, executive vice president, Cheskin Added Value

Stephen Palacios

Stephen Palacios, executive vice president, Cheskin Added Value

Photo: Cheskin

Few would argue that traditionally, Hispanic or multicultural marketing has been given second-tier status in corporations. While business is now coming to terms with the growing size and influence of these segments, separate corporate departments and both internal and external infrastructures are still the norm.

However, current trends in marketing in response to the ever increasing fractionalization of the consumer market, mass customization and exploding media options should force us to question our current organizational structures. Businesses need to acknowledge that the segment expertise intrinsic to Hispanic and multicultural marketing is relevant on a much larger corporate scale.

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