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Do You Want to Have a Greater Marketing Impact on the Hispanic Market? Follow These 5 Tips.

Do You Want to Have a Greater Marketing Impact on the Hispanic Market? Follow These 5 Tips.

One thing is certain: Today, in the United States, there is a growing market that is well worth exploring from a marketing perspective. And it's not just any market; according to Pew Research Center data, there are approximately 62.5 million Spanish speakers in the country, making it the second-largest Spanish-speaking country after Mexico.

So, this large group represents a significant portion of the total population, accounting for 18.7%—nearly one-fifth of this vast country! More importantly, Hispanics are a substantial consumer force with a purchasing power currently reaching $1.9 trillion.

However, it's essential to understand that effectively carrying out marketing actions targeted at this population is not a simple task. While they speak Spanish, the language has significant variations in each country. Furthermore, the Hispanic audience is a diverse and heterogeneous group, making it well worth knowing, studying, and analyzing because, in the coming years, it will account for 12% of the total purchasing power in the United States.

With this great opportunity in mind, I'll share five essential tips to truly make an impact in this growing market:

  • 1. The Latino Market Is Not One Single Entity

There are many diverse groups of Latinos who, while sharing the language and perhaps some cultural values, come from different countries, socio-economic levels, and educational backgrounds, and have had unique adaptation and acculturation processes in the United States. This diversity necessitates analysis, both in terms of commonalities and differences.

A Uruguayan company director in the United States does not have the same lifestyle, interests, preferences, and consumption habits as a Mexican farm laborer. The messages directed at an 80-year-old Colombian immigrant who arrived in the U.S. 50 years ago will differ significantly from those aimed at a 36-year-old Argentine executive who recently moved with her family to start a new life.

Additionally, it's crucial to distinguish between "Hispanic" and "Latino." "Hispanic" refers to individuals or their ancestry who speak Spanish or Castilian, including Spain. "Latino" refers to geographical location, encompassing individuals from Latin America, which includes Brazilians.

  • 2. Diverse Language Preferences

We shouldn't oversimplify marketing to the Hispanic market by merely translating English ads into Spanish. As mentioned earlier, Hispanic marketing opens up a universe of possibilities and creativity, taking into account linguistic trends among various subgroups.

The key lies in analyzing each context. Third-generation Latinos may have spent most of their lives in the United States and may prefer messages in English. However, other groups may feel more emotionally connected to content in Spanish. Some studies suggest that younger Hispanic generations are embracing a resurgence of the Spanish language, with 62% of Hispanic millennials and younger generations showing a special interest in their native language as part of their identity.

You can also consider "Spanglish" terms as an alternative to resonate with certain Hispanic communities, but this won't apply to all. Nevertheless, for many campaigns, it's wise to rely on professional services to adapt Spanish content to each audience's idiomatic nuances.

  • 3. Avoid Clichés:

Closely related to the first tip emphasizing that not all Latinos are the same, it's essential to avoid using stereotypes in marketing. This can be a delicate matter. A study by the Cultural Marketing Council showed that more than half of individuals aged 13 to 49 have abandoned a brand because it was culturally insensitive or disrespectful of their values.

Latin America comprises over 30 countries, and stereotypes about Latinos can hinder marketing objectives. Furthermore, the Latino population varies significantly based on their location or state within the United States. Therefore, it's essential to know and understand each community to adopt a localized and nuanced approach to Hispanic marketing strategies.

  • 4. Leverage Cultural Calendars and Specific Aspects:

Remember that consumers today are more discerning; they notice when brands have made a genuine effort to understand them, not just on obvious occasions a couple of times a year. Marketing campaigns that incorporate diversity and inclusion have significant benefits.

Therefore, you can draw on various Hispanic cultural and artistic expressions, such as music, cuisine, and traditional celebrations from each country, as well as prominent figures, images, and interests. Creativity is essential, but to achieve true success, you must immerse yourself in the cultural richness of Spanish speakers—a formidable challenge.

  • 5. Seek Expertise from a Hispanic Marketing Agency:

Creating a successful Hispanic marketing campaign can become an overwhelming task due to the need to understand the market and intelligently combine multiple factors creatively. Therefore, forming partnerships or seeking advice from experts in Hispanic marketing can be

genuinely enriching. As the old saying goes, "There's strength in unity."

Camilo Caicedo

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