Hispanic Digital Marketing Strategy Trends to Follow
Studies show that Hispanic Digital Marketing is now a trend for 2018 and 2019. The Pew Research Center data shows pretty conclusively that Latinos in the United States are not only using Spanish, but they consider the language a vital part of their lives and their identities.
The Importance of Speaking Spanish
92% of Latinos consider important to speak Spanish for future generation, even though many don’t see speaking Spanish as a requirement for identifying as Latino. The emphasis on communication in Spanish applies to the online world. In fact, the Facebook IQ study conducted by the Latinum Network reveals that Latino customers don’t want English-to-Spanish translations online.
The Use of Spanish in Different Ways
As the recent Pew study points out, the Spanish-speaking market varies drastically on a city-by-city basis. In the Miami, FL and McAllen, TX areas, for example, 90% of Latinos speak Spanish at home. Other major markets Spanish-speaking populations include El Paso, Los Angeles, New York, Atlanta, Dallas, and Orlando, all of which boast Spanish-speaking rates of 79% or above.
More Latinos in US Speaking Spanish
The actual number of Latinos who speak Spanish is increasing, because the U.S. Latino population is growing. Of the 57 million Latinos in the United States, more than 80% use Spanish online, and 82% of bilingual Latinos think brands should use both English and Spanish when they reach out to potential customers.
What Should you Do?
It’s clear that brands need to go from taking notice to taking action and that Hispanic Digital Marketing is a huge opportunity. But what, exactly, should we be doing? To see what’s working (and what’s not), we looked at the strategies of leading brands and forward-thinking marketers.
To really speak to this audience—to any audience—you need to be culturally relevant. Learn from your audience. Also, try to speak their culture. Combine cultural relevance with language preferences, develop brand-new ads specifically for the Hispanic audience. Like videos, pop-ups and attractive elements.
The targeting capabilities of digital can also help marketers reach the right audience with the right messaging. “Behavioral targeting, language targeting, geo targeting and so on are incredible” said Fabian Castro, senior vice president, multicultural marketing for Universal Pictures. Surely, a constantly connected business with the community gives mayor confidence and helps to reach the right objectives.
To Sum Up
More than 80% of Latinos in USA are using Spanish. This means, the Spanish language is alive. The U.S. Hispanic market is ever evolving, so your Hispanic Marketing strategy should evolve with it to stay ahead of your competitors. Hispanic segmentation model will help your brand create and enhance meaningful connections with Hispanic consumers. Brands can make great use of digital to connect with this audience. The key is to go where these consumers are, offering unique, choice-based and culturally relevant ways to engage.
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