Hispanic vs. Latino: Why Marketing Strategies Should Keep the Difference in Mind
Has your brand been struggling to successfully reach the multicultural market? Have all your recent attempts fallen flat and left you in a bit of a marketing rut?
You’re not alone.
Most brands struggle to translate their efforts to today’s increasingly diverse population, which ends up hurting their brand identity as a whole. The numbers begin to plummet, and motivation begins to run low.
While it’s best to consult a professional multicultural advertising and marketing agency that understands what works and what doesn’t, here’s a quick breakdown of a key difference that’s essential to grasp before you get things going in the right direction.
Hispanic vs. Latino: What’s the Difference?
Many brands tend to jump into things without having a foundational understanding of the difference between Hispanic and Latino identities.
This is particularly damaging because they end up targeting the wrong audience through the wrong means and the wrong platform. So what’s the basic difference between each?
Hispanic refers to language.
Latino refers to location.
To break it down a little more, Hispanic refers to anyone who speaks Spanish or originates from a Spanish-speaking country. Latino, on the other hand, refers to anyone who belongs to or originates from Latin America.
How Do I Get It Right?
Now that you understand which term to use when referring to a specific identity, you will be able to localize your marketing strategies accordingly. States such as California and Texas have a high Hispanic population, which mainly comprises Gen Z and millennials, who need to be targeted differently from older generations. To quickly refresh your memory:
- Gen Z (1997 – 2015)
- Millennials (1980 – 1996)
- Gen X (1965 – 1980)
- Baby Boomers (1946 – 1964)
Gen Z and Millennials: Digital Consumers
Second-generation Hispanics mostly fall into category Gen Z and millennials and enjoy increased cultural integration. They generally speak English at home and consequently consume technologically-advanced media in English.
Quick to pick up on digital trends, this category does not need to adapt to increasing digitalization as they were born directly into the system of globalization and media circulation
The best way to market these digital-savvy consumers is to focus on mobile-friendly campaigns. Research indicates that Hispanics, as opposed to non-Hispanics, are 17% more likely to stay connected with the market through digital media—especially mobile phones—than computers or print media.
Get in touch with a professional multicultural marketing company to learn more about the best ways to utilize this platform and connect with Hispanic millennials.
Gen X and Baby Boomers: Digital Learners
Traditionalists largely comprise both Hispanics and Latinos but it’s important to note that they are more connected with understanding and speaking Spanish. They consequently consume their media in Spanish as well.
The best way to market this category is to focus on televised marketing as opposed to mobile marketing. Radio shows and print media also contribute greatly to capturing the attention of digital learners. Focus on utilizing Spanish-speaking shows and radio stations while also keeping the messaging strongly rooted in Hispanic and Latino culture and traditions. Familiarity with regional vernacular is an added bonus that is bound to capture and retain attention.
Got the basics covered? Great!
The next step is taking your brand visibility and outreach among the multicultural community to the next level by utilizing the help of a company that has dedicated over 14 years to developing winning solutions to diverse marketing and advertising.
Get in touch with us to learn more about how we can help you revolutionize your business by tapping into the breadth of the multicultural market.
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