The numbers from the U.S. Census dazzle. One out of six residents of America is Hispanic. Over the past decade this group grew 43%. By 2014, its purchasing power will reach more than $1.5 trillion. Mmmmm, if you think about it they will eventually constitute the 10th largest economy in the world. This should be a gold mine for marketers. But, it isn’t, at least not yet. Investors have to be cautious about companies gushing about the potential. That might all it turns out to be – potential.
Who’s Tapping Into the Surging Hispanic Market?
The reality is that the Hispanic market is a tough nut to crack, at least for outsiders, that is those who aren’t Hispanic. Too many marketers made that same wrong assumption in pitching the over-50 audience, which is really at least…
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