What You Should Know When Marketing to the Hispanic Community
Considering that the Hispanic population is the largest minority in the US, with a consumer expenditure rate that sits comfortably in the trillions, it’s important to know the best ways to market to such a potentially lucrative crowd, especially if your business has a multicultural target audience.
However, when creating any sort of marketing campaign that’s meant to appeal to such a diverse faction, you have to do your research—what mistakes were made in the past and what your target demographic wants to see in the future.
For that, here’s some information from our own findings, as a top Hispanic ad agency in the US!
An Understanding of Hispanic Culture
Mainstream media and political influence have created a certain perception about Hispanic culture and people. Baseless and potentially harmful to the future of the Hispanic population, these viewpoints are stereotypes of what the reality actually is.
For Hispanics in America, there is a desire to be understood at a deeper level. First-, second- and third-generation Hispanics; all have their own ideas about what their culture and identities are. But for most, being accepted as Hispanic-American is near the top of the list.
In terms of marketing, this can be achieved by studying the average millennial, without typecasting them. And that leads us to another factor…
Recognizing That Most Are Bilingual
It’s common knowledge that a majority of the Hispanic population is bilingual. Despite that, many marketers still make the mistake of using just one language for their marketing campaigns, which ends up excluding a large section of their consumer base.
Especially for a target audience that’s younger, it’s important that companies take a different approach in order to appeal to a greater population. However, you have to be sure that the language and dialect you use is the correct one.
For example, Spanish isn’t just one language; there’s a selection of styles and dialects. Some words can have different meanings when translated into English. So it’s important that you know which mode of the language is relevant to your specific audience.
Appealing Through Digital Media
Digital and social media are not exclusive to some cultures.
Prevalent among the younger demographic, almost universally, digital media is nevertheless quite underused when it comes to marketing to Hispanics.
With an entire community available online, it would be unwise to not communicate with them. But keep in mind, your strategy for online marketing has to be different than how you would approach Hispanics through paper advertising.
For that, you’ll need the help of a professional agency that specializes in multicultural advertising, which is where we come in!
As a leading agency in the US, with over 14 years of experience in ethnic marketing, GoDiversity has the expertise you need to perfect your marketing approach for a Hispanic target market. For further information, contact us. And let us help you create an effective multicultural marketing campaign!
Comments are closed