Marketing to Hispanic Audiences

Marketing to Hispanic audiences has become a business in itself in the U.S. because of the quickly expanding Hispanic market. Cultural differences between Anglos and Hispanics have brought about an entirely new way to present products sold in stores and online. There is a large section of Hispanic Americans who use the Internet to shop, yet not many specific marketing campaigns have targeted these consumers. For example, over 40 percent of this population uses cell phones, but only 20 percent of mobile phone companies have attempted to reach this group. Many Hispanic Americans speak both Spanish and English, so language is not always a barrier, especially with Internet savvy users.

Cultural differences between Hispanics and Anglos must be taken into consideration in any marketing campaign, and there is a definite difference in the belief systems of the two groups. Television ads need to genuinely address the core beliefs of Hispanics if businesses hope to capture some of their growing purchasing power. Just putting a Hispanic model in a commercial will not summarize the beliefs of this group, such as the importance of family, including extended family. There are other small cultural differences between Hispanics and Anglos, including the fact that most Hispanics prefer to make eye contact when they talk, whereas this is not as important to Anglos. A television commercial geared towards Hispanics would do best by having the people in the ad look directly at the camera as if they were speaking to the person watching, rather than from across the room. Personal space is also important to Hispanics, especially men, who do not sit or stand as close to one another as Anglos typically do.

Other cultural differences between the two groups involve extended families. Hispanic families are generally more involved with grandparents, aunts, uncles, and cousins than Anglo families. This is also important to keep in mind when forming strategies for marketing to this particular group. Rather than the typical Anglo family of four, Hispanic families may be much larger with more children and other generations living in the same home. Television commercials that address this scenario would be much more believable to Hispanic audiences.

Many advertising agencies specialize in marketing to Hispanic audiences, and they specialize in best practices for reaching this group. One technique that most agencies recommend is to have marketing promotions in both Spanish and English languages. Direct mailing campaigns often bring positive results, and most businesses who target this group use this technique. Most marketing efforts are not Internet marketing, but telephone marketing is often used. Using television as vehicle for advertising can be directed to areas of the country that have large Hispanic populations. Surveys are often used to discover the preferences of this group, so that businesses know which product ads to direct towards them.

One of the biggest untapped areas in marketing to Hispanic audiences is in the area of online awareness. This amounts to very large huge numbers of potential customers since about 16 percent of the U.S. population is Hispanic, or around 48 million people. It is estimated that about 25 million are Internet users. There are considerations to be taken into account besides whether to present ads in Spanish or English. The age of these Internet users, their income, and how much they have been assimilated into mainstream American culture are also important factors to consider.

Because of the huge potential market of Hispanic Americans, advertising agencies who specialize in reaching this group have specific information that they have compiled after extensive research. This includes where Hispanics tend to live, their spending profiles, and more information to make marketing to Hispanic audiences a reality.

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La función principal de los puentes es ayudar a la gente a conectarse. Nosotros estamos convencidos de que cada vez que ayudamos a alguien a conectarse con Hispanos en línea, estamos avanzando una paso mas hacia la nueva era del entendimiento cultural.

Why You should translate your site into Spanish
In order to remain competitive, companies must gain a real understanding of the Hispanic consumer experience and purchase orientations. Translating your site into Spanish will also establish your company’s presence in the global Hispanic market, allowing you to reach customers in Spain and in Latin America.

U.S. Corporations are begin to create Hispanic websites
Major U.S. corporations are beginning to realize the potential of the U.S. Hispanic market and are responding by creating websites targeting Hispanics online. However, there is no standard way to indicate the Spanish version of a particular website and many of these sites are not optimized for the Hispanic search engines. To reach most of these sites, Hispanics must type in the English version and search for the "en Español" text link, which is far from ideal.

The Hispanic benefit of a common language
88% of U.S. Hispanics learn Spanish before they learn English and continue using Spanish in the home, at school and at work. As a result, advertising to Hispanics in Spanish is 69% more effective than advertising in English, according to the 2002 Hispanic Monitor report. Most Hispanic adults would prefer to use the Internet in Spanish if they had the choice. However, many U.S. Latinos report that they do not find information in Spanish that is relevant.

Hispanic buying power and influence is increasing
Hispanic buying power is increasing faster than any other minority group, rising from $223 billion in 1990 to an estimated $675 billion in 2003. According to the Selig Center, if the current growth continues, Hispanics will become the most economically powerful minority by 2005 with a buying power of $1.2 trillion by 2010.

The U.S. Hispanic population is the fastest-growing offline and online
Between 1990 and 2008, the Hispanic population grew by 74%, making it the fastest-growing group in America according to the U.S. Census Bureau. Meanwhile, the total U.S. population increased by only 13.2%. Already the largest minority in the United States, it is projected that this rapid growth will cause the Hispanic population to triple in size by 2050, causing its share of the U.S. population to increase from 12.5% to 24% in that time. It is estimated that one-third of the U.S. Hispanic population is online, which translates into 15 million U.S. Hispanic internet users. This number is increasing by 20% each year as more Hispanic households buy computers and embrace the Internet.

The Straight Facts About the U.S. Hispanic Market Online
Hispanics reside worldwide and the beauty of the Internet is that even if you create a website targeting Hispanics in one country, it will most likely reach Hispanics in other countries, too. The facts below are about the U.S. Hispanic market simply because they are the largest group of Hispanics online. At an estimated 15 million users, the U.S. Hispanic internet population is 11% larger than the Internet population of Spain and 4% larger than than the total online populations of Mexico, Argentina and Colombia combined.

Why You should reach the Hispanic Market
The Hispanic population in the U.S. has grown to over 42 million in 2009 (two thirds of Mexican origin). It is relatively young and growing fast. Purchasing power has increased 157% over the last seven years and is currently over $450 billion US per year. Spending is expected to reach 1 trillion dollars by the year 2010. The population size makes the U.S. the third largest Hispanic country in the World. By 2050, it is estimated that the non-Hispanic white population will be in the minority in the US. In order to remain competitive, companies must gain a real understanding of the Hispanic consumer experience and purchase orientations.