You have a winning product in your hand. You are sure that it will sell like hotcakes to your targeted audience, so you start running a paid marketing campaign.
But wait, are you not targeting a Hispanic audience?
Most startups commit this fatal mistake but I hope you are not doing the same.
Now, before you think marketing is a one-shoe fit model that can be applied to all niches and audiences. Let me stop you here.
The population in the US is more complex than most marketers can imagine. This land of dreams and opportunities is also a melting pot of different values, beliefs, cultures, and traditions. Therefore, when most marketers try to promote their products/services without understanding the audience, the business bleeds money until it dies a slow painful death.
So if you are trying to market your product to a Hispanic audience in the USA, here are a few tech trends to keep in mind.
Top Hispanic Tech Trends That Can Help Marketers
Digital Over Technical
Hispanics are seen as digitally savvy but not technically savvy. A study reveals that 85% of Latinos own a smartphone. This number comes as a shock when it is compared to white population who fall behind by just 74%. Similarly, 85% of Hispanics use social media compared to just 80% of non-Hispanics. Considering these numbers, one might think that Hispanics are more tech-savvy, so prepare to be shocked.
Considering the fact that Hispanics make up 20% of the USA population, only 5% of Latinos work for tech. This means that although Hispanics have a higher ratio of owning smartphones and using social media, they lack technical knowledge.
As a market, it is important to keep things as simple as possible while marketing tech-based products. Moreover, focus on social media marketing as this will help get more eyeballs and can be translated into leads and eventually sales.
Inclusive Marketing Strategy
Inclusivity, diversity, and authentic representation are slowly becoming one of the biggest discussions of the current era. For Hispanics and other minorities, inclusivity and diversity create spaces. Additionally, it is also a very important yet effective way of ensuring that even a secondary audience knows they are valued.
As per the Hispanic Marketing Council, more than 49% of Latinos actively seek hints of diversity in marketing. So, if you are a small brand trying to impress the Hispanic population, it is now more important than ever to prioritize minority populations and offer them authentic representation through the language, visuals, and casting that is relatable.
Brands also use subtle hints of inclusivity by offering customer service in multiple languages. For instance, Cox is an internet service provider in the USA, offering customer support in Spanish. Their Hispanic internet users can reach out to Cox servicio al cliente to seek guidance in Spanish related to internet service.
As a marketer, if you want to target a Hispanic audience, try to use things that can be associated with Latino culture in any way. Brands can use Spanglish, hire Hispanic models, use Hispanic music, or follow Hispanic cultural trends to attract related audiences.
Spanglish for the Win
The majority of the Hispanics living in the USA are immigrants who came from the neighboring country, Mexico. As first-generation immigrants, most of them are expected to struggle with communication and fluency in the English language. Consequently, most marketers would use Spanish to communicate with Hispanic audiences.
However, things have changed for the Hispanic audience. Second-generation Latinos are slowly growing in numbers, which is changing the way brands are expected to communicate with their Hispanic audience. Most Hispanics either view content in English and Spanish or only English. Moreover, the majority of the young Latinos cannot carry a conversation in Spanish, leaving them to rely on Spanglish instead. Today, big brands like Apple, McDonald's, Taco Bell, and Netflix rely on Spanglish for marketing and so far, it has helped them earn a lot of popularity among young Latinos.
As a marketer, use Spanglish as the major language while targeting a younger audience. However, for first-generation Hispanics and reactively older audiences, using Spanish is a better option.
Old School Marketing Styles
In the Hispanic community, old-school marketing still exists but the trends are changing. Study reveals that the majority of first-generation Hispanic consumers still see mass media outlets as a stamp of validation. 1 in 4 surveys proved that first-generation Hispanics make a purchase when they see something on TV.
The mass media influence on these first-generation Latinos even surpasses personal recommendations and online marketing. Fortunately, 55% of the Hispanics in the USA are considered second generation.
This means that to appeal to Hispanics, it is crucial to leverage mass media and run TV ads as well. A better approach is to analyze your product and target audience. To reach a younger audience, you can use social media, however, for reaching a broader audience, it is better to use mass media as well as social media.
Top Ways to Stay Authentic While Marketing For Hispanic Population
- Collaborate with Hispanic celebrities, influencers, and voices with similar values and preferences.
- Use case studies, success stories, and testimonials from Hispanic users
- Use cultural holidays i.e. Hispanic Heritage Month, and Hispanic holidays for marketing and sales
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