July 08, 2010 08:05 ET

Hispanics Gain Significant Economic Importance in U.S. Marketplace

Census Anticipated to Verify Substantial Increase in Hispanic Population; Marketer Rauxa Roja Expands Culture-Based Strategies to Reach This Influential Yet Underserved Audience

COSTA MESA, CA--(Marketwire - July 8, 2010) - Rauxa, an integrated one-to-one marketing agency headquartered in Orange County, Calif., today announced the growing demand for its multicultural practice, Rauxa Roja. As a result of the steadily increasing economic clout of U.S. Hispanics and their importance as a consumer audience, Rauxa has placed greater focus on its Roja group to serve the emerging needs of ethnic markets on behalf of its clients. Spurred by the U.S. Census, which will be helping to identify new Hispanic audiences, confirm locations and validate estimated statistics on audience dispersion, businesses are seeking guidance in developing and deploying integrated marketing programs to engage these increasingly important yet somewhat elusive consumers. Reflecting the national trend supported by Census data, industry analysis and consumer spending behaviors, Rauxa has assigned greater creative and data resources specifically to multicultural strategies within its Rauxa Roja division.

"From a marketing perspective, the Census has great potential for underscoring the significance of multicultural audiences," stated Ricardo Quayat, Executive Creative Director, Rauxa Roja. "For years, Hispanics have been undervalued; the Census has an important role in casting a new light on the relevance of this segment. We predict that Census results will prompt marketers to do more, from better distinguishing audience behaviors and purchasing preferences to aligning brands with the resulting demand for pertinent content. Our multicultural focus and proven expertise give our clients the advantage in engaging this emergent audience today."

U.S. Hispanics are expected to control nearly $1 trillion in purchasing power by the end of this year, representing more household wealth and economic influence than ever before. While the U.S. Hispanic population is complex, it is becoming easier to reach as record numbers go online and spend more. Top brands must recognize key cultural and lifestyle differences to target these consumers effectively as part of their total marketing strategy. Differentiators include age, income, education, race, country of origin, life stage, household composition, recency of immigration, language preferences and degree of acculturation. By actively embracing these cultural variables, marketers gain compelling insights for developing Hispanic marketing initiatives that meet strategic objectives.

"Today's successful multicultural marketing efforts go well beyond translation. Culturally relevant messaging connects with Hispanic consumers, creating the value and legitimacy that lead to brand adoption and loyalty," added Quayat. "This connection can be more closely attained by recognizing media usage patterns and attitudes within the American environment and Latino identity. That awareness points to a deeper, more comprehensive segmentation model around race/ethnicity and lifestyle orientation. With a clearer understanding comes a greater ability to listen to how these segments wish to be treated."

Rauxa Roja is currently working with a number of top-level brands on multicultural marketing initiatives as part of their overall marketing programs. For additional information on Rauxa, Rauxa Roja and the company's integrated one-to-one marketing expertise, visit

Rauxa is an integrated one-to-one marketing agency with a passion for developing strategic, creative and measurable programs that drive response, enhance brands and improve bottom lines. Since its inception in 1999, this woman-owned business has achieved 39% year-over-year growth working with top brands, including Verizon Wireless, Chase, Sears, Intuit and Blue Shield of California. With 135 of the industry's brightest pros working at offices in New York, San Francisco and Orange County, Rauxa combines the very best in digital, direct, traditional and multicultural communications to ensure its clients exceed their goals. Learn more at

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