Caroline Mooree

In my last three blogs, I  have covered the more obvious target demographics of Soccer Moms, Boomers, and Tweeners. The next hot target demographic grabbing attention is the Hispanic population.

Part of Hispanics' appeal is their increasing spending power, experts say. "They make up 23% of the nation's purchasing power," says Peter Koeppel, president of Dallas-based Koeppel Direct, a direct response media company. "Their propensity to spend in cash rather than use credit is appealing to businesses as well," Koeppel adds.

This group is recognized as having diverse spending habits based on different geographical roots. Marketers are taking note however, and have discovered trends that are now being utilized with local advertising efforts as local marketing ideas take these trends into consideration.

Trade promotional marketing and product launch marketing are both using mobile marketing which is hot with hispanic consumers. They are also utilizing the fact that traditional mediums are dominated by this group boasting dozens of tv and radio stations in markets and more than 200 publication nationwide. With more than 40 million Americans making up this consumer group that is spending more than 700 billion on goods a year, we are sure to watch the demand for this audience grow as their population and impact on future commerce continues to grow.

Be sure to check out my next blog, Marketing Hot Target Demographics-#5, as I wrap up this top five.