During the #mobilecultural 2.0 presentation last Thursday at IAB - NYC, we learned how Social, Local and Mobile are converging in Multicultural Marketing. Learn more here, watch live streaming online.
Did you know that 86% of retail growth within the next 5 years will be driven by multicultural consumers?
Another important note is that Ad spending on Hispanics grew 11% from 2011 to 2012, compared to 3% growth for other segments. Check the slide below that was a screenshot taken during the presentation at the Interactive Advertising Bureau, NYC.
If you are planning to start a Hispanic search engine marketing (SEM) campaign whether is PPC in Spanish or PPC in English using culturally relevant cues, you may want to refer to this table first. It will give you good insights about the Metro areas where the Hispanic population is large enough for you to add in the geographical reach of your ads.
Dissimilarity Metros Hispanic
Hispanics now surpass African-Americans as the second-largest race/ethnic group. Because their families are larger and food is an important part of their life, Hispanics purchase and consume more food products. When developing a marketing strategy, this large target market has many cultural marketing categories to consider.
Culture and the Hispanic Market
When translating marketing material for Hispanic customers, the Hispanic-market region of origin is an important consideration. Many Hispanic customers originate from Cuba, Caribbean or Mexico, as well as other regions such a South America and Spain. Each Hispanic cultural category makes food-purchasing choices and prepares food differently. For example, Tortillas prepared in Mexican culture prefer corn passing through a lime bath whereas South American Hispanics from Venezuela prefer pre-cooked corn for Tortillas.
Every market has cultural differences, and food-purchasing decisions are sensitive to these differences. Various Hispanic customers prefer different versions of ethnic food and at times prefer the same food prepared somewhat differently. People are sensitive to their culture as is the Hispanic target market. There are dispersed variations of the Hispanic-culture communities throughout marketing regions, and the members of these communities are making purchasing decisions by differences in culture.
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Marketing professionals should keep in mind the Hispanic category targeted before making product and promotional decisions. When marketing to the Hispanic community, remember that not every Hispanic community may interpret a translated English version of a product in the same way. Customs and languages are different in the Hispanic market just as in any target market.
Hispanic Sampling and Brand Attitude
It is important that a brand elicits excitement from the consumer. California launched a marketing campaign a few years ago to promote product awareness to change Hispanic attitudes about purchasing milk. Traditionally, the female family member passes on cultural food ideals to the next generation; therefore, the milk campaign in California targeted Hispanic mothers and grandmothers.
It is important that a brand elicit excitement from the consumer. The milk marketing campaign targeting Hispanic mothers and grandmothers is an example of changing attitudes and creating excitement for a brand. Before the campaign, Hispanic women did not purchase milk, and the attitudes toward milk had to change to generate a purchasing reaction.
Hispanics value samples and coupons more than the remaining population. Samples introduce products and services to new target customers. Hispanic response levels to samples and coupons are always higher, especially when brand excitement plays on various cultural differences such as family values or the pursuit of the good life.
The recession has all target markets keeping a closer watch on money. Similar to other markets, the Hispanic market appreciates coupons and samples to reduce increased costs. Data shows that 83% of buying decisions are now made at home, and coupon use has increased to 19%; this data includes information from the Hispanic and non-Hispanic markets. The reported data describes the recession as having a strong impact on consumer purchasing decisions.
In much of the world, business is built upon relationships. Speaking with prospects in their own language demonstrates a great deal of respect for that culture—it establishes a level of credibility for that executive, it builds trust, and it bridges the cultural gap. Spanish is not the exception.
Learning Spanish—and its regional dialects, accents, and vocabulary—gives one a deeper understanding of its culture. Learning Spanish, to be effective, should include television shows that reflect current Latin American cultural styles.
Also, one interesting aspect of sustaining the learning of Spanish is that it must be stimulating enough to motivate learning beyond their second or third year. Having a cultural mentor or coach in addition to the use of electronic training, videos, music, podcasts and other personalized learning methods, can be the best mix for absorbing the language.
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