Marketing to Hispanics & Hispanic Millenials is Really One and The Same Thing
Inbound Marketing in English & Spanish is the most practical way to target the Hispanic Hispanic Market.
Many companies need to catch up, below is why. But in many ways, companies just tapping into this market, small or medium sized, can start with a mix of content marketing, paid search and social to get a hold of this great opportunity.
The population of Hispanic Americans has been on the rise since the year 2000.
Today, there are close to 60 million Hispanic Americans living in the US. Interestingly, over 20 million of the 75 million millennials in the US are Hispanic.
Retailers have now earmarked this segment as an excellent opportunity for businesses to drive sales forward.
However, for companies to unlock the opportunities within this segment, they should have advertising campaigns specially curated for Hispanic marketing. This is because the Hispanic market is different and very diverse in comparison to other segments.
To fully tap into this market, companies should consider several factors. The following are some of them.
The Hispanic Market Isn’t Homogeneous, nor Spanish dominant.
The term Hispanic is used to refer to people who descend from Spanish-speaking nations. These include Mexico and Puerto Rico among other countries. This, therefore, means that even within the Hispanic community there are variances in culture.
When advertising to Hispanics, brands should always be aware of their culture and try to leverage it to generate sales. Tortillas or Arepas, for starters. Being conscious of various aspects of the Hispanic culture in marketing campaigns will make 41% of Hispanics more open to trusting your brand. Language, or Spanish is only a part of it.
Marketing campaigns should also be considerate of the levels of acculturation or assimilation of the target market. Some Hispanics may be fully assimilated into American culture whereas others strongly retain the cultural tendencies of the country of their origin. Other things to consider in this respect are:
• Socioeconomic status
• Geographic location
• Attitude towards life in the US
In the age of social media, and geo fencing and retargeting campaigns, what once was impossible to discern, targeting the right Hispanic audience, at the right time, in the right place and with the right message, can now be razor focused.
Hispanic digital marketing is an essential component for capturing Hispanic audiences. Though the percentage of Hispanics who own smartphones is similar to that of the general population, they spend 25% more time browsing the internet on their devices.
On average, they spend 10.5 hours a week browsing, compared to the 8.4 hour average of the entire population. More importantly, Hispanics are leading the way in mobile commerce and mobile payments adoption. 24% of US Hispanics pay for physical goods via mobile phones. This is almost double the 13% non-Hispanics who also use phones to pay for products.
Hispanics also rely heavily on online tools in their purchase journey. They use such tools to review products and companies as well as buy goods. A report by Google indicates that 66% of Hispanics pay attention to online advertisements. This is 20% more than the national average.
The research goes further to suggest that 93% of Hispanics take action after viewing an ad. They follow up on ads by doing research on products, visiting company websites or making purchases.
Interaction with brands via social media is relatively higher among Hispanic millennials. Therefore, companies should use Hispanic social media marketing because it is an effective way of improving brand awareness among the Hispanic community.
They are more likely to share advertisements with their friends on social media.
The point is, all of the above and all the below, apply to both Hispanics and Hispanic Millenials, if not all Millenials.
The thing is, how do you spell Millenial, with one l or 2?