Dive summary:

• A survey by the Association of National Advertisers shows spending on social media and mobile outreach to multicultural groups is up by 60% among U.S. marketers this year.
• The ANA found 88% of marketers reaching out to a multicultural group said that Hispanics were one of the groups they attempted to reach.
• Traditional media/marketing communications budget was an area of reduced spending as efforts were refocused, according to 56% of U.S. marketers.

From the article:

As these two elements—multicultural and digital—are integrated more into overall marketing strategies, marketers will need to focus more time and resources on the technology-savvy Asian, Hispanic and black customer segments.