Marketers trying to reach the growing Hispanic market should take advantage of their higher use of smartphones (44.7% to 31.9% non-Hispanic Americans) and realize that the umbrella term covers 20 distinct countries. Hispanics also download mobile coupons more than the general population and wait for sales. Cover Girl's Mis Quince marketing exemplifies the strategy of personalizing campaigns to engage Hispanics one on one, writes Zephrin Lasker.
Use mobile to engage Hispanics
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