Successful business owners recognize the value of marketing. For many businesses, good marketing strategies can mean the difference between struggling and thriving. However, simply putting money into a marketing budget and running ads on television, radio, and online is not enough. To achieve the desired results, you must have a comprehensive marketing strategy. Nowadays, reaching the Hispanic market, the country’s largest minority market, is critical to unlocking business opportunities in any industry. Latino consumers are a formidable force to be reckoned with in a variety of industries, including auto, real estate, beauty, and legal services.
For many businesses, this means marketing directly to key consumers, it is critical to understand the power of such a large consumer base. It should be a priority all year, not just during the holidays. With nearly 20% of the total population and an annual purchasing power of more than $1.5 trillion, the Hispanic community in America is undeniably a powerhouse community. However, marketing to this demographic necessitates far more than simply translating your current marketing materials into Spanish.
When you hear the phrase “U.S. Latinos are the country’s largest minority group, understanding what that entails can be difficult. Given that Hispanics account for 20% of the current U.S. population, this means that nearly one in every five people is Hispanic. If your company isn’t reaching out to and connecting with this powerful demographic, you could be missing out big time. Latinos are leading digital transformation as tech aficionados, in addition to their purchasing power and the cultural significance of the Spanish language within the Hispanic community, which was heightened even further by the COVID-19 pandemic. As the country begins to recover from the pandemic, Hispanics are more optimistic than their counterparts, indicating that they are ready to resume spending and contributing to the economic recovery.
The Hispanic population in the United States is expected to reach 62.1 million by 2020, up from 50.5 million in 2010. The Hispanic population grew by 23 percent, faster than the national average (+7 percent), but slower than the Asian population (+36 percent). Hispanics made up nearly one-fifth of the population in the United States in 2020 (19%), up from 16 percent in 2010 and only 5 percent in 1970. The Hispanic population increased in 2,823 of the 3,140 counties studied in 2020, while it decreased in 309. The ten counties that gained the most Hispanics between 2010 and 2020 were mostly large metropolitan counties in the South and West, which have long had significant Hispanic populations. They included three counties from Florida and Texas, two from California, one from Arizona, and one from Illinois.
With such a large market share, it’s no surprise that businesses are increasingly attempting to market to Hispanic consumers. They’ve gotten better at targeting Hispanic households in the United States via traditional television and radio channels. However, the same cannot be said for online Hispanic marketing. Many brands have simply translated their content into Spanish; however, this is insufficient to truly capture the attention of this growing untapped market of Hispanic consumers. So, how can you improve? Here are some pointers!
Thorough Understanding of What “Hispanic” Truly Means
Hispanics are people who are of Spanish-speaking origin or ancestry (including from Spain). The Hispanic market in the United States is made up of numerous groups with diverse interests, backgrounds, and traditions. It is a common misconception that all Hispanics speak the same Spanish. Nothing could be further from the truth! Similar to how British English differs from American English, there are numerous dialects and regional variations of Spanish depending on the country (or even part of a country!) from which they originate. What one word means in a Mexican dialect of Spanish may have nothing to do with what it means in Chilean Spanish.
When marketing to Hispanics, tailor your content to the specific group of Hispanics in the region you are targeting. Florida, for example, has a sizable Cuban and Puerto Rican population. In this case, an ad campaign in Mexican Spanish will be ineffective. Instead, tailor your advertising campaign to include the specific dialect spoken by Cubans and/or Puerto Ricans.
Recognize Cultural Disparities
Culture is a significant part of the Hispanic market in the U.S. and is driven by the varying heritages and backgrounds that make up this highly diverse audience. The majority (84 percent) of respondents say their culture is a mixture of American and Hispanic cultures. Brands must understand that this audience has interests, values, traditions, and preferences that blend two worlds. Understanding their nuances is key for any brand looking to successfully reach them.
- 72 percent are more likely to connect with an ad that shows their culture\69 percent believe there should be more ads specifically made to resonate with the Hispanic community
Hispanics, like many other cultures, incorporate their home-country traditions into their lives in the United States. However, the degree of integration varies according to cultural differences. Marketers typically categorize Hispanic online consumers into three groups:
This group primarily speaks Spanish at home and consumes the majority of media in Spanish. They are typically first-generation immigrants who have been in the United States for about 7 years. If you want to reach this demographic, you should do the majority of your marketing in Spanish. And, as previously stated, pay close attention to regional dialects.
This group speaks Spanish and English at home, but they consume the majority of their media in English. Unlike the Spanish-dominant segment, this one is a mix of foreign-born and native-born Americans. They identify as Hispanic as well as American. If this is your target audience, you should think about using the ‘Spanglish’ approach. In other words, try to incorporate both Spanish and English into your ad campaign. You could accomplish this by using English as the primary language while incorporating some Spanish phrases or quotes that are relevant to your target audience.
This segment primarily speaks English at home and consumes the majority of their media in English. They are, however, deeply connected to their heritage and feel “at home” in both cultures. They are more likely to feel more pressure to succeed and are more likely to pursue a college education because their parents may not have had access to it. As a result, advertisements in English that emphasize the ability to achieve the “American Dream” are likely to resonate with them.
Concentrate on Culture
While language is an important consideration when marketing to Hispanics, showcasing elements of their culture has been shown to be even more effective. This includes highlighting their food, music, sports, and/or traditions. When developing a strategy for marketing to Hispanics, marketers must consider culture. The majority of Hispanics are proud of their heritage, as a result, when designing your marketing campaign, you should keep this in mind.
75 percent of Hispanics say they are more likely to think favorably of a brand or purchase their products if they make an effort to include elements of their culture, and 80 percent stay loyal to a brand once they find one they like. As a result, these new insights into this audience provide an incredibly deep and loyal resource for brands of any sort looking to inform their campaigns and influence this consumer market.
“Right” Platform and Influencers
Despite their massive influence, brands dedicate only 4.2 percent of advertising budgets to this audience. Hispanics are taking note: 78 percent don’t think brands target them enough and believe it’s time brands recognize the power of the Hispanic community. If brands commit to prioritizing this audience, they will be rewarded with increased brand loyalty, affinity, and increased customer lifetime value.
According to CNN, Hispanic adults are the most active group on social media sites, accounting for 72 percent of all ethnic groups. Other noteworthy statistics include the fact that approximately 52 percent of Hispanic adults spend at least one hour per day on social media sites, compared to only 38 percent of non-Hispanic whites. Furthermore, Hispanics are five times more likely than non-Hispanic whites to share a social media post. As you can see, social media is an important part of life in the United States. If you want to get more out of your digital marketing strategy, the Hispanic lifestyle is something to think about. Don’t pass up this fantastic opportunity to connect with Hispanic customers.
In recent years, digital influencers have emerged as a critical resource for marketers seeking to reach their younger, more tech-savvy target audience. The same is true for the United States. The Hispanic community There are, however, a plethora of other Hispanic influencers who may be less well-known, but have a more niche market and are more affordable for your business.
Retail Market: Use English or Spanish?
America is changing, and so is the way Spanish-speaking consumers interact with brands. In order to connect with this powerful demographic, U.S. marketers must recognize that Hispanics are bilingual and use both languages interchangeably in a single conversation. Just as importantly, they must stop thinking in terms of monolingual English-dominant consumers and start incorporating Spanish into their social media marketing campaigns. By doing so, they will be able to appeal to a wider base of customers while simultaneously gaining an edge over their competition. The best way to engage with your Hispanic consumer is through Spanglish. By blending both Spanish and English terms, phrases, quotes, etc. into your marketing campaign, you are able to build a bridge between your brand and the Hispanic consumer.
When it comes to language, the Hispanic market shatters stereotypes, meaning that marketing to Spanish-dominant audiences is an outdated practice. The majority of this diverse, engaged audience either prefers English-language content or consumes bilingual content across mediums and platforms: 66 percent take notice of bilingual advertising campaigns because they reflect their own experience and 71 percent don’t have a preference for the language of digital ads, so long as they match the language of the surrounding content.
Mach1Design for Hispanic Marketing Needs
Hispanics in the U.S. have emerged as one of the most powerful and influential consumer sectors for brand PR and marketing—but communicators are dropping the ball when it comes to engaging this group. New research from Hispanic-focused marketing firm Mach 1 Design provides new insights for brand communicators on the preferences and habits of Hispanic consumers in the U.S. when it comes to digital media. The firm recently released data showcasing new research on content consumption among U.S. Hispanics, who now prefer digital and social channels to traditional mediums. The research highlights the adoption of smart technology, device and language preferences, sentiments around brand marketing, and the importance of culture and authentic connections with this powerful audience.
Mach 1 Design’s data reinforces our knowledge that brands should no longer ignore the rapidly-growing U.S. Hispanic market. With a $2.3 trillion GDP and accounting for half of the country’s population growth over the past two decades, this demographic is a crucial target for brands trying to increase their ROI,” said Harold Rosbottom, CEO and founder of Mach 1 Design, in a news release. “Our research shows that Hispanics are paying close attention to brands and those that make an effort to represent them have an opportunity to gain their loyalty.”
A Mach 1 Marketing is a full-service marketing agency that specializes in Hispanic marketing. Our expertise lies in providing engaging content and great customer service, as we respond to each individual client’s needs. Our team of bilingual professionals has experience working with businesses looking to increase sales across their entire customer base, including Spanish-speaking consumers. Contact [email protected] or call (318)-349-4998 to discuss your project.