Cohorts CEO Scott Schroeder Says Direct Marketing is Trending Bilingual at DM Conference in NYC

At the Direct Marketing Associations New York conference, held at the Javits Convention Center on June 22, Cohorts CEO and President Scott Schroeder mentioned that direct mail is veering away from Spanish-only to bilingual. Schroeder also asserted that more acculturated Hispanics will sometimes tend to look down upon Spanish-only mail pieces.

Schroeder also cited the example of how Chase Bank had recently used Cohorts' specialized household-specific segmenting strategy to target potential customers in their direct mail efforts.

When asked about whether it is advisable to target Hispanics through direct mail using particular dialects, Mr. Schroeder responded by saying that, in general, it is better to stick to traditional Spanish, as trying to gauge a household's dialect is a low probability venture.


Trackback from your site.

Editorial Staff @portada_online

Portada Staff

MORE FROM PORTADA

The 5 Most Pressing Questions About Influencer Marketing Answered by Band of Insiders, Best Buy, Bimbo, and Pepsico

The 5 Most Pressing Questions About Influencer Marketing Answered by Band of Insiders, Best Buy, Bimbo, and Pepsico

During the seventh edition of the #PortadaMX summit, experts in Influencer Marketing took the stage to discuss best practices surrounding this elusive but undeniably effective tool to reach consumers. Vivian Baron, CEO and Creative Chairwoman at Band of Insiders, presented the panelists: Best Buy Mexico's E-commerce Subdirector José Camargo, Grupo Bimbo's Global Consumer Engagement Lead Giustina Trevisi, Band of Insiders' Influencer Marketing Manager Leonardo Vargas, and Pepsico/Drinkfinity's Director of Business Innovation & Marketing Yamile Elias.


Experts: Sears’ Future in Mexico Remains Bright, Implications for U.S. Hispanic Market

Experts: Sears’ Future in Mexico Remains Bright, Implications for U.S. Hispanic Market

Experts tell Portada the downfall of the storied retailer won’t affect the Sears franchise in Mexico where better merchandising and e-commerce under the management of Grupo Carso, owned by Mexican billionaire Carlos Slim, have built the franchise into a big hit with Mexican consumers. The implications for the U.S. Hispanic Market.