The Kmart Spanish web series is the company’s ingenious attempt to connect to their Spanish-language consumer base. Mark Synder, the marketing officer for Kmart, said that the company was excited to have the unique opportunity to speak directly to their Spanish customers.
The Kmart Spanish web series will be an eight part series; the first part, which was just released, is entitled 'Mothers and Wives.' This first episode was released just in time for the back to school rush. This is a phenomenal concept for leveraging the web as a means of creating content to connect with a consumer group on a deeper level.
Implications - The demographics of America are changing with Hispanics accounting for a greater part of the population. The Kmart web series is attempting to tap into this valuable market by appealing to them directly. Companies should consider demographic ans statistical realities when creating new marketing initiatives.