Tailoring your marketing approach for Hispanics

Amanda Stoneman — June 17th, 2016
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As the U.S. Hispanic population continues to grow, we encourage businesses to incorporate a new marketing strategy that targets this community, opening the door for more growth and exposure.

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Want to increase your consumer buying power by $1.5 trillion? If so, you need to implement a successful marketing strategy that targets the U.S. Hispanic population – one of the fastest growing minority consumer groups in the country.

Over the past decade, the Hispanic community has doubled in size but still remains inadequately represented in media. This key demographic is one of the largest untapped markets in the digital world with one of the greatest opportunities for potential as their numbers continue to grow.

According to Google, the Hispanic population in the U.S. is ahead of the curve when it comes to digital. They are leaders in new device adoption, mobile power users and loyal online video subscribers. Yet most brands don’t have a strategy for targeting the Hispanic population, making it an ideal time for businesses to take action and use digital as a means of harnessing their $1.5 trillion buying power – which is likely to grow significantly in upcoming years.

Notice the numbers 

Hispanics are avid smartphone users, considerably more so than the average consumer. Nielsen, a global information and measurement company, conducted a mobile insights report and found the Hispanic community spends roughly 14 hours/week for various digital purposes on smartphones (half of the time spent watching online videos). The report stated 10 million users from this population watch videos, on average, for more than six hours/month, making them super consumers from a mobile perspective.

In addition, this population favors online sources to gather purchase information rather than referrals, radio ads and television commercials. With some of the highest engagement rates online, the Hispanic community is well suited to become a key demographic and target group for various industries.

Next steps for companies 

If you don’t want to miss out on your chance to target one of the fastest growing minority groups with more than a trillion dollars of buying power, it’s time to tailor your marketing approach to include the Hispanic population. So what do U.S. Hispanics find most appealing when it comes to marketing? We’ve compiled a list of the top five tips Google has suggested for reaching and engaging with this targeted demographic – based on a collaborative survey with Ipsos MediaCT.

  1. Relevancy – Your marketing campaigns should incorporate relevant content that speaks to cultural sensibilities, values and interests within the Hispanic community.
  1. Visuals – Your strategy should include visuals that are representative of Hispanic culture. Make sure they are authentic, tasteful and identifiable.
  1. Language – As an important mode of communication, language matters. Incorporate Spanish and bilingual content in marketing to encourage engagement with the Hispanic population.
  1. Entertainment – Since a large chunk of U.S. Hispanics watch online videos for more than six hours a month, you should consider including relevant and entertaining video content.
  1. Testimonials – Market your brand with a familiar face that the Hispanic community can relate with and understand. They want to hear from people who share their heritage.

Multi-cultural marketing strategies from big brands

If you’re eager to implement a successful strategy, why not learn from some of the biggest brands. We’ve found a few examples from brands who have incorporated multi-cultural marketing strategies to target the largely untapped market of the Hispanic population – and we’re confident they’ve seen significant results.

McDonald’s Jalapeno Double ad campaign

The McDonald’s Jalapeno Double ad campaign celebrates Hispanic heritage with separate marketing efforts to target this specific demographic. In doing so, McDonald’s was named Marketer of the Year in 2014 by the Association of Hispanic Advertising Agencies.

AT&T’s “Mobile Movement” campaign

AT&T incorporated some of Google’s advice to connect with the Hispanic population by showcasing relatable Hispanic Americans speaking Spanglish and sharing the struggle of living with two cultures. The ad has been successful in American and Latin American markets.

Target’s “Lúcete A Tu Manera” (Show off your way) campaign

Target partnered with Mother New York to celebrate the diversity of Hispanic culture in women’s skin, hair and body shape. The beauty campaign was focused on self-expression and self-love. The ads feature Latin influencers such as Carmen Carrera and Rita Moreno.