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How to reach the Hispanic Market
Hispanics are the secret to the growth of American economy
How to reach the Hispanic Market effectively and at the best price
If U.S. Latinos were a standalone country, they would be the 7th largest economy in the world.
According to a September 2021 Nielsen Diverse Intelligence Series report, Hispanics are the secret to the growth and future success of America. Hispanics buying power is projected to be $2.3 trillion within the next 3 years and it is widely believed that they are the dominant and, in many cases, the only driver of domestic growth and sales in the country today.
The United States Census Bureau defines the term Hispanic or Latino as referring to a person of Cuban, Mexican, Puerto Rican, South or Central American, or other Spanish culture or origin regardless of race and states that Hispanics or Latinos can be of any race, any ancestry, any ethnicity.
For marketing purposes and thanks to the globalization of the media and the economy, we need to add to this group the not so obvious fact that Spain, the mother land, with about 50 million people is still very much attached to Latin America and Hispanics in the United States, and has a significant influence in the culture of Hispanics around the world who all together comprise more than 500 million people.
Contrary to popular belief, U.S. Latinos are as diverse as the United States itself. There are White Latinos, Afro-Latinos, Asian-Latinos, and more. The estimated 60 million Hispanic population in the U.S., are all however connected mainly by language and culture.
Apart from racial diversity, Hispanics’ national background plays an important role in their segmentation. For example, the majority of Hispanics in California and Texas are of Mexican origin while those in New York and Florida tend to have Caribbean and South American roots.
Food and music in Mexico are different from food and music in the Caribbean and South America. Then we have individual customs, music, foods, and festivities in each individual Latin American country.
And last but not least, we need to mention important differences in the Spanish language spoken in each country where besides the easily perceived accents, we often see that the same Spanish word in one country may have a different meaning in another, due to the use of slang or colloquialisms in each country. The word “Piña” for example (“pineapple” in English) will have different meanings in different countries. In Peru it refers to bad luck, in Argentina it refers to a punch, in El Salvador it refers to a homosexual, in the Dominican Republic it refers to a fight, in Venezuela it refers to someone being annoying or tiresome.
All of the above seems to suggest that marketing to this special group should be done with great care and should not be left to the amateur or to whoever you know that happens to speak Spanish. In general, effective Hispanic marketing programs should be based on the characteristics of the particular Hispanic segment being marketed. However, many marketers have discovered an effective and more economical approach by using a neutral or “universal” form of the Spanish language in order to reach a broader audience without having to alienate any segments.
But there is more. As we have mentioned before, the fact that information is now global, when you advertise to Hispanics in the United States, you are also advertising to the more than 500 million Spanish speaking people around the world; mainly in the Americas and Spain. So, after reading these facts, it is no longer an option to overlook the greatest market segment opportunity of our times.
Marketing Strategies to Reach the Hispanic Market
In this article we will focus only on high level strategies and tactics with an emphasis on WHERE to invest your advertising dollars to effectively reach the Hispanic Market, including a list of the best Spanish Language advertising platforms (content providers, websites, social media, networks, etc.) to consider when implementing your advertising strategy.
1. Identify and select a Hispanic market segment
Depending on your product or service, you can target a specific Hispanic market segment, several segments at the same time or all Hispanics at once. You can target by country of origin, sex, age or location. You can select to target Hispanics in the United States only (60 million people) or Hispanics world wide (500 million). If your brand operates locally, you would advertise locally, but if your brand is global, then you should advertise to a global audience.
2. Formulate the strategic goals you want to achieve.
Layout what you want to achieve: Increase sales, gain market share, improve brand awareness, increase customer retention. Strategic marketing is about the big picture and how your strategy supports your organization’s overall objectives and bottom line. Here, you establish your high-level marketing goals and how you’ll spend your budget. Marketing goals should be very specific and hey should lead to sales or to increase brand awareness which always leads to sales anyway. Example of strategic goals: Increase sales to the Hispanic market world wide, Increase Brand awareness among the Hispanic market, Increase traffic from the Hispanics to company website, Capture sales leads among the Hispanic audience.
3. Formulate your marketing tactics and identify your Marketing Channels.
Decide what methods or tactical mix you will use to promote your product: Send mass E-mails, Launch a social media campaign, Exhibit in trade shows, place adverts on billboards, TV, radio, online, or in print, Publish targeted articles, send out press releases, display advertising, digital advertising, search advertising. You could also implement an advertising maximization tactic, for example: online news publications can create a content marketing strategy that includes articles, press releases, email campaigns, social media, videos and SEO.
Marketing Tactics are the set of actions, activities, tools or tasks implemented to promote your brand, product or service to your target audience. In the end, your tactics will will lead you to successfully achieve your strategic marketing goals and bottom-line. An effective marketing strategy should address all channels your brand plans to utilize to reach audiences.
But no matter what you do, you need to put your emphasis on Online advertising according to a Google/Ipsos research:
- 66% of U.S. Hispanics say they pay attention to online ads—almost 20 percentage points more than the general online population. This influence of online ads, in terms of their level of effectiveness, is true across platforms: video, display, and search.
- 79% use search engines on a daily basis.
- 83% of those who access the internet on a mobile device use it while in a store to inform a purchase in real time.
- U.S. Hispanics use online sources at a higher rate than the general online population (54% vs. 46%).
- They favor online sources over family, radio, and TV. Online sources actually ranked 20 percentage points higher than TV (54% vs. 34%).
- Among those who recall seeing online ads, 93% of them take action—whether that’s performing a search, visiting a company’s website, or making a purchase.
- U.S. Hispanics are ahead of the curve when it comes to digital. They lead in adoption of new devices. They are power users of mobile and over-index in video consumption. «Many marketers may think they trail the so-called general market in adoption of new tech, when in fact they are far ahead and should be among the first prospects for marketers seeking to grow their consumer base,»
Make sure to select online media that provides relevant content and ads across platforms and devices. Seventy percent of survey respondents said it’s important for a website’s content to be culturally relevant when they’re gathering information about a purchase. This applies to ads, too. When an ad includes aspects of Hispanic culture, regardless of language, 88% pay attention, and 41% feel more favorable about a brand that aims to be culturally relevant.
4. Research and select the most effective advertising channels available.
We have done this work for you (at least in part) to help you decide where to invest your advertising dollars to effectively reach the Hispanic Market. We have researched and narrowed down a list of the best Spanish language advertising platforms (content providers, websites, social media, networks, etc) to consider when implementing your advertising strategy.
The Los Angeles Times is the largest metropolitan daily newspaper in the country, with more than 40 million unique latimes.com visitors monthly, Sunday print readership of 1.6 million and a combined print and online local weekly audience of 4.4 million. The Pulitzer Prize-winning Times has been covering Southern California for more than 140 years.
Los Angeles Times’ businesses and affiliates also include The Envelope, Hot Property, Times Community News and Los Angeles Times en Español. The Times also owns California Community News, LLC.
Univisión is an American Spanish language broadcast television network that is owned by Univision Communications. The network’s programming is aimed at Hispanic and Latino Americans in the United States; its programming includes telenovelas and other drama series, sports, sitcoms, reality and variety series, news programming, and imported Spanish-language feature films. It has the largest audience of Spanish-language television viewers in the world, according to Nielsen ratings. Univisión is headquartered in New York City, and has its major studios, production facilities, and operations in the Miami suburb of Doral, Florida.
The Miami Herald, part of The McClatchy Company, LLC, is dedicated to serving the diverse and growing South Florida region and its people as the community’s most credible and dynamic source of news, information, and advertising solutions. The newspaper has won 22 Pulitzer Prizes since its inception in 1903. The Miami Herald also publishes Miami.com, an insider guide to Miami and South Florida entertainment. The company’s area of operations in Miami and South Florida make up a uniquely multicultural region with a large and diverse Hispanic population.
Google is an American company that is most commonly known as a search engine. Although the company made it’s name as a search engine, and the vast majority of its income comes from advertising because of this, it has branched out into a number of areas such as cloud computing, software and hardware. Google Ads is Google’s online advertising program. Through Google Ads, you can create online ads to reach people exactly when they’re interested in the products and services that you offer.
Telemundo is a premier media company, an industry leader in the production and distribution of high-quality Spanish-language content across multiple platforms for Hispanics in the United States and around the world.
The network offers original dramatic productions from Telemundo Studios – the #1 producer of primetime Spanish-language content – as well as top-tier alternative content, feature films, specials, news and sporting events, reaching 94% of Hispanic viewers in the United States in 210 markets through 17 owned stations and 57 broadcast TV affiliates. Telemundo also owns WKAQ, a local television station serving Puerto Rico.
Telemundo is part of NBCUniversal Telemundo Enterprises, a division of NBCUniversal, one of the world’s leading media and entertainment companies. NBCUniversal is a subsidiary of Comcast Corporation.
CNN en Español is a Pan-American Spanish-language news channel, owned by WarnerMedia. It is the Spanish language version of CNN. It is seen in the United States and around the world via Cable TV by subscription.
Craigslist is an American Company specializing in classified ads. It has sites categorized by type and location. It is known for its popular Job, auto and real estate classified ads. Although its main site is in English, it also has an Spanish language version.
Veneportal is an American company and the first Spanish Language News and business hub site in the world. The site provides premium content in Spanish including News, Articles, Videos, Classified ads, Business directory and business tools for businesses. Veneportal offers Free advertising in its classifieds, business directory and News sections and Premium advertising options at low prices.
Founded in 1913, El Diario is the longest publishing Spanish-language daily newspaper in the United States. In 1963, it merged with El Diario de Nueva York, forming El Diario/La Prensa, as it was known for decades.
With editions in Houston, Austin, Dallas, Fort Worth, San Antonio and Los Angeles, La Buena Suerte is still one of the few publications still being printed and distributed in grocery stores. This publication includes mostly classified ads and printed ads.
In conclusion
Hispanics are the secret to the growth and future success of America. If U.S. Latinos were a standalone country, they would be the 7th largest economy in the world. In general, effective Hispanic marketing programs should be based on the characteristics of the particular Hispanic segment being marketed. However, many marketers have discovered an effective and more economical approach by using a neutral or “universal” form of the Spanish language in order to reach a broader audience without having to alienate any segments.
Because of the global nature of information online, when you advertise to Hispanics in the United States, you are also advertising to the more than 500 million Spanish speaking people around the world; mainly in the Americas and Spain.
The Marketing Strategies to Reach the Hispanic Market are summarized in four steps: 1. Identify and select a Hispanic market segment, 2. Formulate the strategic goals you want to achieve, 3. Formulate your marketing tactics and identify your Marketing Channels, and 4. Research and select the most effective advertising channels available.
If you are looking for a platform that is effective and low cost we recommend going with Veneportal and Google ads. Google ads is always an option to consider in any campaign, however in Google ads you have to compete and bid for you ads to have a chance to appear in relevant searches. Veneportal on the other hand, offers an exclusive Hispanic audience with banner ads that range in price from $5 to premium front page full screen size ads limited to only a few advertisers. Veneportal will also do The ad design at no extra cost, a free press release, a free business directory page among other perks.
If you have a large budget you may consider advertising in one of the large US media companies with a reach to the Hispanic market, namely Univision, Telemundo, CNN en Espanol, Los Angeles Times, The Miami Herald and the like.
related topics:
Hispanic marketing trends, how to engage the Hispanic community, Hispanic marketing agency, Successful Hispanic marketing campaigns, Hispanic marketing trends 2021, Hispanic marketing trends 2022, Hispanic advertising
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