Multicultural Marketing: Tips to Market Hispanic Consumers

Effective multicultural marketing requires customizing messages and media for each segment you target. Simply translating text or swapping out images is not “multicultural marketing” or Hispanic Digital Marketing and is not going to create the authentic connection you desire.

As the digital world becomes increasingly connected, marketers must learn to account for a wider variety of cultures, behavioral patterns and market trends in their campaigns. In this article you will find useful tips to create an effective Multicultural Strategy for Hispanic consumers.

Tips to Build a Digital Marketing Strategy for Hispanic Consumers

According to eMarketer calculations based on the latest US Census estimates, the number of Hispanics in the US will rise from 55.4 million in 2014 to 63.6 million in 2020.

1. Embrace Culture and Values

“If you want to create messages that resonate with your audience, you need to know what they care about.”
– Nate Elliott, Marketing Technology Advisor

When creating content it is not enough to write a text in English and translate it, it is important to know that a successful marketing strategy to target the Hispanic community involves to understand cultural issues, such as the importance of family, and the value of establishing long-term mutual trust and respect in business relationships.

Successful Hispanic marketing messages focus on value, integrity and family values. The Hispanic audience needs to feel identified with your brand before consuming.

Loren Baker of Foundation Digital, says: “With being a 30% Hispanic-owned agency, we take this market seriously in most facets of our digital marketing. Imagery and inclusion are very important, along with life event details such as addressing the Quinceañera as a major event with our fashion and styles clients, or even making sure we do not misuse symbols, such as sacred Dia de Muertos images not being used for irrelevant creative assets”.

2. Bet on Mobile Experience

A study of Pandora shows that Hispanics are also twice as likely than the general population to rely on smartphones for access to the internet, a product of both their culture and young age.

Young Hispanics, especially, use their mobile device as a way to define their personal identity. Nearly 3 in 10 agree that their phone is an expression of who they are, compared to only 1 in 10 of Non-Hispanic Whites and Hispanics aged 50 years and older.

Brands must offer a pleasant mobile experience to the consumer before, during and after they consume.

3. Forget About Cliches

Sometimes brands can be wrong creating strategies based on stereotypes due to lack of knowledge of the culture, traditions and values of the audience they want to target.This mistake will not only be ineffective but may even backfire and make your brand look insensitive.

Investigate your audience through surveys, interviews or statistical data from reliable sources.

4. Each Generation is Different

When it comes to Market Hispanic Traditionalists, you should have in mind that this audience is typically older and newly-relocated Latinos who retain the customs and traditions of their culture and slowly integrate them into their life as U.S. residents. To achieve an effective strategy, it is important to create content in Spanish.

If your interest is market Second, third and fourth-generation Hispanics are typically younger and have adopted many U.S. customs, traditions and values, but still appreciate the cultural diversity of a Latino lifestyle. For this audience you can create strategies that are presented in the same way to Latin and English-speaking communities.

Conclusion

Regardless of whether your brand is large or small, it is important to understand that creating a Multicultural Strategy Marketing, especially when in the United States Asians, African-Americans and Hispanics will contribute nearly 90% of population growth between 2014 and 2019, according to a study of the American Marketing Association.

As a brand you must know how to communicate with audiences through their tastes, habits and customs, otherwise brands will be left behind. Pay attention to demographic data, the future is multicultural.

Is your content marketing focused on the right audience? Contact Us, our digital specialists will provide you with the best ideas to reach your audience and increase your sales.

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Source: Forbes, Small Business