Speaking to them in their Language

21st Century Marketing has developed Multiethnic Identification Technology (MIT), a new tool to help companies better target the U.S. Hispanic market. “Our clients are mostly large corporations including banks, insurance and mortgage companies. We don’t work with more typical direct mailers like catalogues and magazines,” explains Rick Blume, vice president of multicultural marketing at 21st Century Marketing, whose clients include Etna, Ameriquest, Bank of America and Ford.
MIT identifies Spanish-speaking  households by matching a company’s in-house files with 21st Century’s Hispanos Americanos Database (HAD) which contains about 15 million names. This enables companies to determine which language to use when direct mailing or telemarketing to their Hispanic consumers.

Names that don’t match with 21st century’s database are bumped up against a Spanish surname table, and then a Spanish first name table. “This is inferred data, rather than actual, but we’ve found that Hispanics who have Spanish first and last names are more likely to be Spanish-speakers,” says Blume. In addition to preferred language, 21st century can also overlay a company’s files for household adult age, children’s ages, home ownership, credit card users and interest categories.


Trackback from your site.

Editorial Staff (@portada_online)

Portada is the leading source of news and analysis on the Latin Marketing and Media space. Credibility is our biggest asset: The Portada team is very passionate about producing high-quality independent content that helps drive forward the Latin Marketing and Media space.
El equipo editorial de Portada se apasiona por elaborar contenidos de alta calidad. La credibilidad es nuestro mayor activo. La misión de Portada es ayudar a profesionales de negocios y medios a comprender y alcanzar a consumidores latinoamericanos, del mercado hispano de EE UU y España.

MORE FROM PORTADA

Audio.Ad to Represent XAPP Ads® in Latin America and U.S. Hispanic Markets

Audio.Ad to Represent XAPP Ads® in Latin America and U.S. Hispanic Markets

Audio.ad and has signed an exclusive representation agreement for Latin America and the U.S. Hispanic market with XAPPmedia, the inventor of interactive audio advertising and content promotion solutions.Audio.ad will offer XAPP Ads® that enable mobile consumers of music streaming services and other audio apps to interact with advertising simply by speaking.


CHANGING PLACES:  Isabel Rafferty, Leslie Russell, People

CHANGING PLACES: Isabel Rafferty, Leslie Russell, People

People change positions, get promoted or move to other companies. Portada is here to tell you about it.


Verizon Buys Yahoo: 8 Things You Need to Know

Verizon Buys Yahoo: 8 Things You Need to Know

Yahoo Inc might be rewieving Verizon Communications Inc final bids to buy its core business for US$5 billion.The deal would boost Verizon's AOL internet business and give the company access to Yahoo's advertising technology tools, as well other assets such as search, mail, messenger and real estate.