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The nation’s Latino population is diverse. Represented among the 51.9 million Latinos in the United States are individuals who trace their heritage to more than 20 Spanish-speaking nations worldwide. But one group—Mexicans—dominates the nation’s Latino population.
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It's a rare brand that has all its marketing channels managed under one roof. Far more typical is the model where some channels are managed in-house, and others are managed by one or more ad agencies. Perhaps digital and traditional channels are at separate agencies, or brand marketing and direct-response marketing are similarly split. Or maybe different lines of business, business units, or geographic divisions engage with different sets of agency partners.
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The splintering of today’s media landscape has created an imperative for marketers to recognize the need for a new approach to media planning. Setting a media buy for an entire year is no longer an effective strategy to reaching consumers, as real-time planning based upon ongoing measurement and adjustment is proven to lead to stronger results. Further, with the established viability of online platforms, marketers are not limited to following a traditional strategy in terms of a big media buy followed by a digital push.
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A new IBM sponsored survey of business professionals finds that while chief marketing officers (CMOs) and ecommerce leaders recognize mobile as critical to their business objectives, two-thirds of those same professionals, indicate they don't have a strong understanding of the mobile user experience. With 89 percent of customers choosing to do business with a competitor, following a poor customer experience, businesses are turning to big data and digital analytics to better understand the omnichannel customer.
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![Diverse Origins: The Nation’s 14 Largest Hispanic-Origin Groups. [INSIGHT & REPORT]](/images/cgi-bin/news/22872.gif)
