Hispanicize spotlights growing Hispanic buying power

Marketing to Hispanics doesn’t just mean talking to them in Spanish — businesses can effectively reach them via English advertisement as long as their Hispanic culture is embedded in the message, emphasized marketing strategists Wednesday at the Hispanicize conference in Miami.

“We enjoy living in both cultures. You want to be Latino and American,” said Cesar Melgoza, founder and CEO of Miami-based Geoscape, which offers research, analytics and business consulting services. “What we are seeing is a movement toward the middle, to be in both worlds.”

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