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Ethnic Technologies to announce Hispanic Connected at DMA 2014 in San Diego
Date: Oct 14, 2014
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Multicultural.com is the home of Multicultural Marketing Resources (founded by Lisa Skriloff in 1994) and is a marketplace for companies and agencies to find resources, make connections, promote their programs and services and interact with each other and us.
The Hispanic Connected product identifies those individuals who, while not Hispanic themselves, are closely connected to the Hispanic culture. An individual is “Connected” to the Hispanic Ethnicity if close family (one parent or a spouse) is Hispanic or if she/he identifies with a strong Hispanic culture or neighborhood. In either of these cases, interaction with the Hispanic community is a part of the individual’s daily life. Additionally, an individual can be “Connected” to the Hispanic Ethnicity if her/his name is rooted similarly to Hispanic names or is frequently used by Hispanics in the U.S. Although E-Tech doesn’t automatically predict these individuals to be Hispanic, the similarity in their names makes them likely candidates for Hispanic marketing initiatives.
Are you trying to reach a population with very high earning potential on average? E-Tech 2015 provides increased granularity for Asian marketing initiatives through the introduction of Mandarin and Cantonese language segmentation and Hmong and Taiwanese ethnicities. The E-Tech 2015 focus on granular accuracy and coverage also extends across multicultural segments. Specifically, you can also use E-Tech 2015 to reach more African Americans.