Direct mail: The power of geo-targeting Hispanic buyers  Direct
mail: The power of geo-targeting Hispanic buyers  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 their 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 it 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 resp