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.
Showing posts with label ethnicity. Show all posts
Showing posts with label ethnicity. Show all posts
Friday, December 14, 2012
Thursday, June 10, 2010
Hispanic, Latino or Spanish origin?
For anyone who has ever filled out an application for a job, education, loan, or papers that require personal information, you realize that it’s normal to be asked questions about race and ethnicity. These questions are usually broken into categories where a specific box is checked. Have you ever wondered why these questions are asked, why they are important, and what they mean? The 2010 census asked two questions about race and ethnicity: (1) are you of Hispanic, Latino or Spanish origin? (2) if yes, are you Mexican, Mexican American, Chicano, Cuban, Puerto Rican or other? Unless you fall into one of these categories you may not know the differences between these ethnicity’s or what defines each category. There are basic differences that apply to each category.
Hispanic - A person who is from a country where Spanish is spoken. Hispanic is an ethnic term, and does not refer to a race. The word “Hispanic” simply refers to any person who speaks Spanish. The person could be from any of the Spanish speaking countries.
Latino - A person who is from a country where Latin was spoken and current languages developed from Latin (romance languages). There are two groups of Latinos: the Latin Europeans, and the Latin Americans. Latin Europeans come from Spain, France, Italy and Portugal. Latin Americans come from North or South America.
Spanish - A term that refers to the people, culture, language, or things that come from Spain. Spanish is a language that is spoken in Spain and Latin American countries. A person that comes from Spain is of Spanish origin. A person who simply speaks Spanish could be from any of the Spanish speaking countries. If not from Spain, this person would be referred to as Hispanic or Latino.
In the United States, the terms “Hispanic” and “Latino” often overlap to refer to people who come from Spanish speaking countries. However, Latinos are really only those people who come from the Latin European or Latin American countries. Most Latinos that reside in the US are from Latin American countries: Mexico, Guatemala, Peru, Cuba, Puerto Rico and Dominican Republic.
Hispanic - A person who is from a country where Spanish is spoken. Hispanic is an ethnic term, and does not refer to a race. The word “Hispanic” simply refers to any person who speaks Spanish. The person could be from any of the Spanish speaking countries.
Latino - A person who is from a country where Latin was spoken and current languages developed from Latin (romance languages). There are two groups of Latinos: the Latin Europeans, and the Latin Americans. Latin Europeans come from Spain, France, Italy and Portugal. Latin Americans come from North or South America.
Spanish - A term that refers to the people, culture, language, or things that come from Spain. Spanish is a language that is spoken in Spain and Latin American countries. A person that comes from Spain is of Spanish origin. A person who simply speaks Spanish could be from any of the Spanish speaking countries. If not from Spain, this person would be referred to as Hispanic or Latino.
In the United States, the terms “Hispanic” and “Latino” often overlap to refer to people who come from Spanish speaking countries. However, Latinos are really only those people who come from the Latin European or Latin American countries. Most Latinos that reside in the US are from Latin American countries: Mexico, Guatemala, Peru, Cuba, Puerto Rico and Dominican Republic.
Hispanic Market Advisors on Facebook
The first time that the US census used the term “Hispanic” as an identifier was in 1970. Thereafter, each yearly census modified the term slightly, and in 2000 the census asked if a person was “Hispanic/Latino/Spanish”. That question has remained, and it was included on the 2010 census with further breakdown. The US Office of Management and Budget defines “Hispanic or Latino” as any person of Mexican, Cuban, Puerto Rican, South or Central American or other Spanish origin, regardless of race. Both the US Equal Employment Opportunity Commission and the US Department of Labor advise all people defined as “Hispanic or Latino” should self-identify as Hispanic.
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The 2010 census is used to identify people living in the US according to geographic area, culture, race and ethnicity. It is important for immigrants to self-identify to ensure accurate information gets to proper authorities who oversee this. First, second, and third generation immigrants should be specific and accurate to self-identify their race and ethnicity on all forms. This information helps to provide community services, funds, and cultural appropriate resources to targeted areas for immigrants.
How long should an immigrant live in the US before he/she is called an American?
Immigration and citizenship is a legal process in this country that can take up to one year to complete, and immigrants from all countries must go through this process to obtain citizenship. It is important to achieve citizenship status in the US to ensure equal rights for employment, insurance, benefits, and a normal way of life. Without citizenship status, immigrants are still considered illegal immigrants, and this can adversely affect their life in many ways. As soon as an immigrant becomes a US citizen, they should be called an American like everyone else living here.
So, what did you think of this post? Post a comment (good or bad) and if you liked it, please tweet or email about it!
Connect with Hispanic Market Advisors:
* Follow Hispanic Market Advisors on Twitter
* Get updates from Hispanic Market Advisors on Facebook
* Hispanic Market Business solutions, English to Spanish translation services
If you like this blog post, please Bookmark and Share:
The 2010 census is used to identify people living in the US according to geographic area, culture, race and ethnicity. It is important for immigrants to self-identify to ensure accurate information gets to proper authorities who oversee this. First, second, and third generation immigrants should be specific and accurate to self-identify their race and ethnicity on all forms. This information helps to provide community services, funds, and cultural appropriate resources to targeted areas for immigrants.
How long should an immigrant live in the US before he/she is called an American?
Immigration and citizenship is a legal process in this country that can take up to one year to complete, and immigrants from all countries must go through this process to obtain citizenship. It is important to achieve citizenship status in the US to ensure equal rights for employment, insurance, benefits, and a normal way of life. Without citizenship status, immigrants are still considered illegal immigrants, and this can adversely affect their life in many ways. As soon as an immigrant becomes a US citizen, they should be called an American like everyone else living here.
So, what did you think of this post? Post a comment (good or bad) and if you liked it, please tweet or email about it!
Connect with Hispanic Market Advisors:
* Follow Hispanic Market Advisors on Twitter
* Get updates from Hispanic Market Advisors on Facebook
* Hispanic Market Business solutions, English to Spanish translation services
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