There has been a shift in brands demands, they want to target their audience in a hyper-personalised way. They want to tailor the commercial message specifically to their wants and needs. Directing messages in a bespoke customer focused way will inevitably lead to higher conversion rates and increased ROI.
Even classic industry companies like Nxstage Medical have realised that in order to increase sales their marketing has to be relevant to specific sectors. While realising their main target market is the Spanish-speaking Hispanic community in the U.S (15% of their home kidney-analysis equipment) – the Massachusetts based company created brochures and a specific website in Spanish. These examples are backed up by celebrity endorsement, Twitter & Facebook accounts in Spanish as well.