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What will the future be like for Latino marketing now that it has officially become a citizen? When I started writing this column, I came across a wonderful story. A year-old woman became a U.

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She witnessed the evolution of the Hispanic population in the U. The same evolution happened to Latino marketing.

What was once a small, isolated segment in the country is now the largest minority now representing around 17 percent of the total population and one of the most important growth opportunities for both marketers and advertising agencies. In a nutshell, Latinos became a target with a different language, culture, and behavior. Let the Hispanics deal with the Hispanics.

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With 70 percent of Hispanic consumers self-defining themselves as bicultural, language ends up playing a secondary role. Cultural relevance is the key.

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Bicultural Latinos live in both worlds; they switch from one culture to another, the same with language. As with Eulalia Garcia Maturey, Latino marketing is also becoming official, though its naturalization may not be featured in the news.

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What will the future be like for Latino marketing now that it has also become officially a citizen? Follow us Facebook Twitter LinkedIn. Marketing Marketing to Latinos: The Challenges of Naturalization.

But, as in every evolution, paradigms and best practices shift. Get the latest analysis and reports delivered to your inbox daily Get the latest analysis and reports delivered to your inbox daily Sign up.

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