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Engagement, Content Sharing High Among Hispanic Millennials

April 13, 2018

This study can help marketers maximize success with in-culture, multicultural segmented efforts and avoid costly cultural gaffes in their mainstream marketing.

Demography and digitalization are the two most transformative and disruptive forces in our society. The growth and influence of the Hispanic consumer, coupled with increased social, pop culture and political clout of African-Americans, is transforming the American cultural landscape. Despite changing demographics, there is one national obsession that connects us all: digital. Digital inhabits every area of our lives today, transforming how we buy things as well as redefining content sharing, curation, delivery and consumption across entertainment, news, marketing and everyday human interaction.
That’s why two years ago, the digital committee of the Culture Marketing Council: The Voice of Hispanic Marketing (CMC) began to explore the two most transformative and disruptive forces in our society today: culture and digitization. Under the leadership of Oi2 Media Response COO Rafael Monteiro, the digital committee’s goal was to explore the gaps which existed in data surrounding digital behavior and recommend a blueprint for a new research study. Richards/Lerma Co-Founder and Principal Pete Lerma worked closely with Monteiro and the committee to develop the research brief that would serve as the foundation for this study. Finally, CMC Research Chair Nancy Tellet, founder, brand and consumer navigator at PureClarity LLC, took on the enormous role of developing and executing the study from conception to fruition.
Thanks to the generous support of our sponsors, Oi2 Media Response, ThinkNow, Univision and Viacom, Digital Lives 2018: A World of Digital ‘Everything’ Through a Cultural Lens provides marketers with a clearer road map to navigate both demographic and digital disruption—and re-emphasizes the strategic imperative of placing culture at the center of marketing campaigns and content creation with culture specialists as key advisors.
Many marketers still think they can effectively reach Hispanics—and even African-Americans—with their mainstream marketing. Digital Lives 2018 shows that being culturally tuned in maximizes effectiveness and boosts engagement. This study can help marketers maximize success with in-culture, multicultural segmented efforts and avoid costly cultural gaffes in their mainstream marketing.
Read full report at http://www.culturemarketingcouncil.org/Portals/0/Market%20Research/2018/2018%20Digital%20Lives%20whitepaper.pdf?ver=2018-04-12-083930-960
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