Latinas have been the most talked-about demographic, but for many companies, they’re also hardest to understand, asserts Mónica Gil, chief marketing officer and executive vice president of NBCUniversal Telemundo Enterprises. “Many brands are using outdated data and strategies trying to reach Latinas,” Gil says. “Brands need to see Latinas as they are today, versus using past perceptions.”
That 24-year-old sports enthusiast watching Major League Soccer on Univision and that 65-year-old news junky listening to NPR may not actually be in your target audience. Not everyone in a demographic will be, and that’s OK. There are other types of data that can effectively help you home in on the consumers who could turn out to be your next high-value customer.