Where to Focus Your Marketing Efforts When Targeting Hispanics

August 22, 2014
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Written by Natalia Carter

I still remember my first marketing class when I had to organize a business strategy. The most important page was where we have to define the target, as it is the key to designing all the sales tactics. This has not changed. But considering that my classes were taken in Colombia, there were many points that now, as resident of the United States, we did not consider. The American market is characterized as multicultural. We are talking about a country of immigrants. And where once a minority, Hispanic immigrants now make up a large part of the population. Most brands have been working to connect with and sell to this demographic, with mixed results.  So this begs the question where should you focus your target efforts when your audience is Hispanic?

To answer this question we must first recognize that over 60% of Hispanics in this country have Mexican heritage. As a result, there is a general preference for a certain kind of language. In the case of those Hispanics with Mexican heritage, it is the Spanish spoken in Mexico. As a rule, when a brand is specifically targeting a group of people it is preferable to keep the language spoken in that country. Once this is understood, we must then consider the next useful classification: age.

Usually Hispanics over 45 years old reported feeling more comfortable buying when the message is transmitted in their first language. They are also more likely to watch TV and be influenced by commercials. Also, word of mouth is still popular. On the other hand, the younger audience is not only bilingual, but they speak English more often. And though commercials are effective with younger audiences, those with the involvement of a celebrity are more seen as more trustworthy. Recently, social networks have also gained space in this younger sector. Facebook and Twitter are the most noteworthy.  From surfing the net to looking for reviews about products and services, use has increased significantly. And this is where the importance of blogging has seen tremendous gains.

Given the above information, and the rapid changes in communications technology, brands must now focus on meeting their customers where they are and not where they want them to be. In the past, companies were the ones who decided that where, when, and how customers would be reached.  They dictated the communication.  Today, the story is quite different. Brands must be alert and constantly analyze the platforms their audiences prefer.

Natalia Carter is a social media professional with more than 5 years experience creating social media campaigns and blog content on her site, Comiendo en LA.  Born and raised in Colombia, she and her family moved to Spain when she was young. It was there that she learned the wonders of travel, meeting new people, and Spanish food. Natalia has a degree in Business from CESA in Bogotá, Colombia. After living in different countries, she finally settled in Los Angeles. The city’s beauty, people, and rich cultures sparked her decision to create her blog which is now a hub for Hispanic foodies.  You can tweet her at @ComiendoEnLA

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