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The cost of an outdated strategy: The case of US Hispanic marketing
Journal of Cultural Marketing Strategy,
4
(1),
10-12
(2019)
Abstract
Significant shifts in the US demographic landscape over the last 20 years have transformed the face of marketing. Yet, for more than three decades, marketing to US Hispanics has undergone little change, with Spanish-language television continuing to represent the bulk of media spend. This paper provides a brief summary of the ‘nativitybased view’ (NBV) — a new methodology that recognises that US and foreign-born Hispanics are not homogeneous in what they watch on television; rather, nativity is a more effective variable than language in targeting and measuring the changing US Hispanic television audience — particularly Hispanic millennials.
Keywords: Hispanic marketing; multicultural marketing; audience measurement; acculturation; nativity-based view; nativity; generational level; media ROI; media effectiveness and efficiency
The full article is available to subscribers to the journal.
Author's Biography
Jake Beniflah is the Executive Director of the Center for Multicultural Science, a leading US non-profit, non-partisan multicultural marketing research think tank and data science accelerator dedicated to increasing the representation of women, and ethnic and racial minorities in the USA. Dr Beniflah is also the founder and editor-in-chief of the Journal of Cultural Marketing Strategy. Dr Beniflah is a postdoctorate fellow at Loyola Marymount University with a doctorate in business administration from Golden Gate University.
