Is Your Digital Marketing Strategy in Sync with Latino-User Behavior? A Growing Demographic Forces Media Firms to Rethink Mobile

A surge in the U.S. Hispanic population is a wake-up call to identify and strengthen strategies for targeting this important demographic segment. comScore's Gian Fulgoni and Adam Lella offer strategic considerations: explore the plethora of publishers available for reaching young, bilingual Latinos who use both mobile and PC devices; create targeted content designed to be viral; and make mobile media the top priority.

Journal of Advertising Research
Fulgoni, Gian;Lella, Adam
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