Why Digital Marketers Needs to Embrace Hispanic Marketing
As marketers, we often times need to focus on the immediate tasks at hand such as driving leads, generating revenue, creating great content or tackling the hundreds of various opportunities that require our attention. Sometimes it’s easy to get sidetracked with shiny objects to appease clients, but there are tried and true ways to approach business, and one of them is knowing your audience. The complexities surrounding culture, language, social norms, environmental factors, geographic areas and more are upon us. As marketers, it’s our job to understand the nuances of the markets and people we are marketing to, which is why Hispanic marketing requires attention, care and sophistication.
The Hispanic population is made up of early adopters, who are also technologically advanced. According to Think With Google, the population is expected to increase 163 percent between 2010 and 2050. With over $1.5 trillion in buying power and growing each year, they are only a small segment of the targeted marketing population. Marketers should work to understand the demographics, and use authenticity to market the largest minority group in the country.
Additionally, Millennial Hispanics feel a strong connection to their culture despite many having English as their first language. According to Yahoo Insights, Five-four percent of third-generation Hispanics actively seek out and/or enjoy online content tailored to them as Hispanic/Latino. In fact, they welcome targeted advertising. However, it needs to be authentic to their culture, as 51 percent of of third-generation respondents believe advertising targeted specifically at them as a Hispanic/Latino does not accurately reflect their experience.
What Marketers Need to Do
Hispanic marketing should do more than simply translate English-speaking advertisements to Spanish. Yahoo Insights claims sixty-five percent of third-generation Hispanics also feel there should be more ads in English that speak specifically to Hispanics. An effective way to convey this for marketers is the use of more ads in English, with strong cultural and emotional connections.
Renan Raven, translator and consultant for our agency, added, “Yes, Hispanic marketing should be more than simply translating English-speaking advertisements to Spanish.
The goal for us shouldn’t be just in the $1.5 trillion Hispanic buying power in our U.S. Hispanic market, what about the rest of the world?””
Additionally, an integrated approach to language and culture may be the best way to reach the Hispanic population. A 2015 Google survey reported that only 16 percent of respondents used Spanish online while 94 percent of respondents said they felt comfortable with English content. It’s incredibly important to know your audience. Older generations are more comfortable with Spanish ads, while the high majority of third-generation Hispanics use more English online.
Youtube views of Hispanic channels are continuously rising at 1.25 percent each year, and on average, 10 million Hispanics watch over 6 hours of mobile video each month. They are heavy mobile-app consumers, and they are 1.5 times more likely to buy a mobile app than non-Hispanics. Additionally, studies are showing that Hispanics are replacing traditional television, becoming a mobile-first generation.
Influencer marketing is also a great way to reach Hispanics. Hispanic influencers are seen as community role models, giving them more influential roles. Hispanics share posts on social media five times more than non-Hispanics. They are also 35 percent more likely to click a link shared by a Hispanic person rather than a non-Hispanic person.
The Hispanic population is ready for, and even welcoming, advertising targeted towards them. Speak to both American culture and Hispanic traditions for those who feel connected to both. Most importantly, make authenticity a major priority to create brand-loyal customers for generations.
What Our Agency is Doing Now
At JSMM, we have already started integrated Hispanic marketing for clients’ campaigns. For one of our client’s programs, the Spanish language landing page is the third most visited landing page on the website. Traffic is coming from a Facebook ad, targeting Spanish speakers. We are working with a cultural expert who is assisting us for audience nuances and who understands the variations and sophistication associated with language. We are excited to expand our program and continue to provide the best digital marketing strategies for clients.