This article was originally published online by the Orlando Business Journal.

The market is changing and getting more fragmented. Corporate executives are learning that the key to a successful Hispanic marketing campaign is to have a deep understanding of who your target audience is, how it has evolved due to acculturation levels, and knowing the best media options to properly execute the campaign.

One of the most effective media outlets to best geo-target the Hispanic population is direct mail. The process of acculturation influences the Hispanic consumer’s perception of direct mail. While most consumers in the general market dismiss them as junk mail, Hispanics, particularly Spanish dominant, welcome it as a way of becoming a more informed consumer.

Overall, Hispanic households are 3.5 times more likely to respond to a direct-mail solicitation than non-Hispanics. In fact, 77 percent of Hispanics won’t discard mail before reading it, and 54 percent of Hispanic adults responded to a direct-mail offer, according to a Yankelovich Monitor Multicultural Marketing Study. [Read more…]