MERCADEO Versión en español
Sensis Jose Villa: Atlanta is an ideal market for Hispanics
Patricia Molina| 11 de diciembre de 2014
When marketers talk about the future of Hispanic marketing, they seldom think of Atlanta, one of the largest and populated capitals in the US. Usually, it was the city with one of the lowest rates of Hispanics.According to Jose Villa founder and president of Sensis, Atlanta is at the epicenter of a trend that has been existing for some time, taking into account the emergence of new non-traditional Hispanic markets. Now is a territory where Hispanics are increasingly migrating outside the common gateways such as Los Angeles, New York, Chicago, and of course, Miami.”From 2000-2013, the Hispanic population in Atlanta has increased by 127%. It is expected to continue its rapid growth through 2020,” Villa said. He explained that Atlanta is a representation of how other markets in the Southeast will see faster growth and / or presence of Hispanics.Apparently, the increase in the Hispanic population in Atlanta is being driven by immigrants who are younger and speak mostly Spanish. It’s a different demographic composition of megamarkets like New York and Dallas, where growth comes from millennials born in the US.”Atlanta is an ideal market for new Hispanic vendors,” Villa suggests. “It’s also a perfect pilot market to Hispanic marketers.” It is a territory of optimal test, since the advertising media are also more affordable and large expensive markets like Los Angeles and New York are avoided.
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