The Hispanic View of Effective Marketing: What Not to Believe
It’s ironic that in a community as diverse as the United States, we—or rather, our business sector—has still not learned how they should market their product or service to a minority correctly!
Though times have definitely changed—we’ve seen companies make some effort in creating advertising campaigns that are targeted toward major ethnic groups—good examples have been far too few to count.
Ads have gone one of two ways: either they’ve forgone marketing to Hispanic people altogether, or have taken just basic steps, trying to appeal to everyone, which is not received well.
To ensure that you don’t follow these misguided footsteps, GoDiversity wants you to learn about marketing to the Hispanic community the right way!
Here’s what you shouldn’t believe:
Hispanic Viewers Don’t Spend As Much as Other Audiences
The Hispanic consumer base is expected to spend nearly “$1.9 trillion” by 2024 on consumer goods.
So you can’t carry on with the misconception that the Hispanic market isn’t lucrative. More educated than most, and with much better job prospects, the Hispanic population—especially younger millennials—is also expected to make up three quarters of the US workforce.
So you can expect this demographic to definitely support your business when the time comes!
Hispanics Want Only Spanish-Language Advertising
This is another myth in marketing, which stems from the perception that Latinos aren’t educated, or are mostly immigrants from majority-Spanish speaking countries, and therefore do not speak English.
In truth, a large percentage of Hispanics are bilingual and speak Spanish and English fluently. In fact, a recent Pew research stated that among Hispanics aged five and older, a record 35 million were English-proficient.
So only using Spanish—and that too the wrong dialect—is not only a risky move, it can actually end up alienating a large percentage of the population.
Hispanics Follow Traditional Gender Roles
Mostly thanks to the recent revolution in American culture regarding gender roles, the overall population, especially the younger population, has become a lot more diverse in terms of traditions and goals.
In fact, a 2017 Nielsen study shows that in the business sector, about 1.5 million are Latina-owned, 15 percent of which are all-female firms.
American Culture has Become Integrated with Hispanic Culture
A 2015 Google and Ipsos Media CT study found that 88 percent of respondents in the survey actually favored ads if they incorporated certain elements of Hispanic culture.
Furthermore, the study showed that 41 percent leaned toward using a brand that aims to be culturally relevant. Clearly, even though the all-classic American culture is prevalent, those of Hispanic heritage are in no way ready to let go of an integral part of their identity.
Want to Market Your Service to the Hispanic Market?
We can help!
GoDiversity is a leading Hispanic digital marketing agency in the US. If you require professional services for a multicultural marketing campaign, contact us! We’d be happy to help you come up with an effective advertising strategy.
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