Friday, May 24, 2024

Why Marketing to Hispanics is Not Just About Speaking Spanish

Yahoo recently conducted a study with Ipsos on Hispanic millennials, and over half of the respondents said it’s about time that advertisers recognized that Hispanics shop too. Hispanic buying power has been growing exponentially, and it has become increasingly important for marketers to craft a marketing strategy that thoughtfully appeals to their specific interests.

According to the Selig Center for Economic Growth, the Hispanic market is on track to reach $1.7 trillion by 2020. Half of all second-generation Hispanics are bilingual, while only 23 percent of the third generation are.

Marketing to Hispanic consumers needs to take into account the significance and role of the Spanish language, how cultural identity transcends merely knowing the language. A Yahoo study from last summer indicated that Hispanics are quickly replacing traditional television, spending the majority of their time watching online content.

The use of Spanish scales across generations, so content tailored to echo the heart and humor of the older generations will resonate with Hispanic consumers in a unique, and highly personal way. In the digital sphere, we see social media also as a gateway for cultural connection here, as many Hispanics use different platforms to communicate with friends and family members.

Hispanics are closely tied to their heritage, regardless of their generation. In order to authentically engage Hispanic consumers, content was must be real and engage them based on the myriad of factors that define them within and outside their heritage.