According to U.S. Census Bureau estimates, the Hispanic population in 2009 made up almost 7% of the total U.S. population. The total population of the United States was 301 million people, of which 45 million were Hispanic. This community is a major force in the U.S. economy, and is continuing to grow each day. Any company would be wise to try and capture the attention of Hispanics, but how can they?
Values and traditions of Hispanics
First, it is important to understand the values and traditions of Hispanics. When designing and implementing a marketing plan, the content must be relevant to the consumer. Hispanic culture and tradition relishes the idea of family, festivities, siestas, and vacations. Like many previous immigrants, they are sacrificing the life they've known for a future that is uncertain. Hard work and long hours are slowly replacing past cultural and traditional values. Hispanics are working harder than ever to support their families and work toward the American dream. Any advertising geared to a Hispanic audience needs to address this battle, and applauding the people for their hard work and family values can go a long way.
According to the U.S. Census Bureau, 85% of the Hispanic population in the U.S. is high school graduates. They read and write in English. Additionally, 23 million Hispanics were online last year. More than 50% of this group was accessing the internet from web-enabled phones. From these facts, it is clear that any marketing plan devised for this group needs to have a five-part focus: television advertising, radio advertising, internet marketing, print ads, and a mobile effort. When it comes to language use, the campaign can be executed in English, Spanish or bilingual. It all depends on the level of acculturation of the population being targeted.
The influx of Hispanic immigrants into the United States is not slowing down. It is important to remember Hispanic populations in their respective countries. These are the people who are looking for the same "American dream" that their families in the U.S. speak of. Developing and maintaining an internet presence in these countries will establish a familiarity with your name or brand.
Strategize for success in your Hispanic marketing efforts
Once you have taken all of these factors into consideration, it is time to strategize. Hiring a Hispanic marketing consultant or a company that understands the nuances of the US Hispanic market can be of assistance. Having your Web content available in English and Spanish will maximize the likelihood of reaching the entire spectrum of US Hispanics. At the same time, using different mediums such as blogs, websites, social media, radio, and television will maximize the visibility on the internet by maximizing your search engine presence. In short, this company will have a wealth of resources to tailor to your specific marketing needs and will help you engage in a process of attaining qualified leads and turning them into real clients.
Keying in to the Hispanic market is a great decision in today's economy. Entrusting your Hispanic marketing strategy to a company who understands your audience and knows how to better reach it - in each corresponding geographical area - while maximizing your presence in the market at the same time, is a cost-effective home run!
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