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Marketing To Latinos Is Just Smart Business

Last updated 5 years ago

Is marketing to Hispanics part of your online marketing plan?  Many of us know that the U.S. Hispanic population is one of our country’s most rapidly growing groups.  As stated by the Selig Center for Economic Growth at the University of Georgia’s Terry College of Business, U.S. Hispanics’ buying power has skyrocketed; in 2010, this buying power was represented by over $1.02 trillion dollars, and in 2015, the buying power is expected to grow to $1.48 trillion dollars (eMarketer).

A notable take-away regarding Hispanic marketing: According to a study from comScore, U.S. Hispanics are more drawn to advertising compared to non-Hispanics.  Here is what they found:

Clearly, U.S. Hispanics are a bit more receptive to advertising in terms of brand awareness and purchasing decisions.  So how can you ensure your Hispanic marketing is most appealing? 

For your online ads, it is imperative to look beyond the demographic aspects like age, gender, and language, and instead focus on the unique reasons why your product or service meets a consumer’s needs, whether they are Hispanic or not.  Carlos Arcos, planning director of agency La Comunidad, explained this concept by asking “‘why’ before ‘who.’  The ‘why’ takes us to where the interesting stuff happens with lifestyle and values exploration, instead of language preference and demographics” (eMarketer). 

It’s a perfect time to add the U.S. Hispanic population to your target market.  Why?  Because they have the buying power and are more likely to take action from your online advertising.

For additional Hispanic marketing facts, check out this video from Google:

Is your company planning to target the U.S. Hispanic population next year?  How will you integrate these research findings into your overall online marketing strategy?

About Alan Moore: Alan is an Internet Marketing Consultant with ReachLocal Baltimore.  His mission is to help you increase your revenues and decrease unproductive advertising expenses through proven, online marketing strategies.  He manages over $1.4 million in yearly marketing budgets and has worked with local businesses, agencies and the US government.  Give him a call at (877)655-3438 to schedule a free consultation.

You can read about a multichannel campaign executed by La Comunidad at http://www.emarketer.com/Article.aspx?id=1008680&ecid=a6506033675d47f881651943c21c5ed4&R=1008680

 

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