Contextual Target Marketing
My philosophy regarding marketing communications has evolved. Since 2005, an increasing number of U.S. companies have instituted a “Hispanic” marketing campaign.
More often than not, companies' initial communication with me is as a Spanish speaker. Unfortunately, my Spanish is not so polished.
Even though companies were marketing to me primarily as a Latino American, my cultural/ethnic heritage was not the reason I had interest in their products or services. That is when I realized that all marketing communications interactions are done within a given context. That I am a Latino American may be the primary reason I buy a certain brand of tortillas. Being a generation Xer may be the primary reason I watch a particular ...
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