American marketers looking to reach out to a wider audience of potential customers and clients often look to the Hispanic market as a source of additional revenue and sales. While there is no question that this group represents a large potential source of revenue, it's essential for marketers to understand how to effectively reach such individuals through the use of Hispanic advertising. Many marketers mistakenly believe that advertisements used for the general public can simply be translated into the Spanish language, in turn allowing the advertisement to work as intended. Instead, marketers must take several different cultural considerations into account if they hope to make an actual impact within the Hispanic market.
The largest factors influencing purchasing decisions among Hispanics
One of the largest problems that plagues marketers who begin to make waves within the Hispanic market is that many of these professionals mistakenly believe that the largest difference between the general public and those who come from Hispanic backgrounds is the Spanish language used to communicate. One Hispanic Americans learn to speak English, those marketers tend to believe that the individual will be receptive to the same marketing campaigns and strategies used to reach the general American public. While the language itself no doubt plays a part of the identity of the individuals who make up the Hispanic market, it is not in fact the largest factor influencing purchasing decisions within this group.
Instead, Hispanics feel a sense of loyalty to their unique heritage and culture. Hailing from a wide variety of different backgrounds and geographical regions, the Hispanic market is composed of a varied group of diverse individuals who may possess certain perspectives or viewpoints that make the marketing campaigns used for the general public ineffective for these people. Beyond simply allowing some ads to be translated into the Spanish language and hoping that general advertisements in English will appeal to those individuals who speak it as a second language, marketers must instead work to develop campaigns and strategies that will work well within the Latino community.
Partnering with culturally aware marketers and ethnic-based agencies to reach the Hispanic market effectively
One way that many corporate marketing departments have managed to find success reaching the Hispanic market is by working in coordination with individuals who have in-depth knowledge regarding the unique cultural thread that makes up the fabric of this diverse group. These individuals may be able to take the existing messages and campaigns of a particular organization and find equivalents that would be able to reach the Hispanic market. In some instances, certain campaigns may be entirely off base, meaning new strategies will need to be developed for the Spanish language speakers.
Ignoring the cultural differences by not tailoring Hispanic advertising to the market is not only ineffective for corporations and small businesses alike, but it could potentially be interpreted as ignorant or offensive by the individuals who view such advertisements. Not only would this negatively impact a company's bottom line, but it could have far reaching impacts for the brand's image and reputation over the course of the long haul. It's important for marketers to be aware of these risks and work to craft marketing campaigns that are culturally relevant to avoid such problems from presenting themselves.
Understanding the multifaceted identity of the Hispanic market
No matter why a company chooses to begin marketing its products or services through Hispanic advertising, it's essential for such organizations to comprehend the multifaceted identity of the Hispanic market. By working with individuals who have experience with this segment of the population, campaigns have a better chance of increasing revenue and establishing brand recognition within the community. Not only must these campaigns take the Spanish language into consideration, but furthermore the concepts and ideas that are relevant to the community.
