As the Hispanic population grows within the United States, many companies develop concerted marketing campaigns that target US Hispanics, but without a full understanding of the demographic. The 2010 Hispanic Marketing Trends Survey, conducted by Los Angeles-based Hispanic advertising agency Orcí, polled 9,300 senior marketing and advertising executives of top-tiered businesses in the US. It revealed that “while the vast majority of respondents recognize the market’s impact on American culture, there is a lack of understanding of the Hispanic market’s power as a driver of business.”

Other revelations included: (more…)