target marketing: hispanics in the us part 3 of 3

TARGETMARKETING:

HISPANICS IN THE USA look at how to market to the Hispanic population in

the US. From statistics to trends for this new year, marketers can better understand this demographic

and learn how to market to them efficiently.

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Table of Contents:Page Title: Page Number:Demographics 3Statistics 13Market Overview 21Facts 44Things to Avoid 57How to 65Marketing Best Practices 86Hispanic Generational Marketing 97Hispanic Gender Marketing 110Growth Sectors 126Trends 150Work Cited 165

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Best Practices:

Be Aware of Cultural Diversity

Be Aware of Regional

Differences

Be Consistent with Hispanic

Marketing

Consider Generational & Cultural Gaps

While Tailoring Marketing Tactics

& Content

Create Mobile-friendly

CampaignsConsider Using

“Spanglish”Understand

Spanish-speaking Social Media

Understand the Difference Between

Hispanic and Latino

Compiled by Author from: content.lionbridge.com

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Best Practices:

Consider Generational & Cultural Gaps

While Tailoring Marketing Tactics & Content:

Hispanics integrate their traditions from their countries of origin into

their lives in the US

Cultural integration can vary depending on segments of

the larger Hispanic consumer population

Generationally, they can be

broken down into two main

groups: traditionalist

and Millennials


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Best Practices:Consider Generational & Cultural Gaps

While Tailoring Marketing Tactics & Content:

Traditionalists:

Older or Younger immigrants that

don’t speak fluent English

Market to them via Spanish-

speaking TV or radio stations, and Spanish

websites

Marketing strategy should

emphasize; cultural values and traditions including food,

family, and holidays

Millennials:

Second-generation

Hispanics are those who are born in the US into a Hispanic

family

They are typically the

younger family members

They’ve adopted many US

customs but still appreciate, respect, and enjoy their

culture, language, and

heritage


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Millennial Marketing:

Millennials are young,

influential, and digital natives

They are constantly

multi-tasking, taking

“selfies” and very influential

consumers

Hispanic millennials’

connection to culture and language is

strong regardless of

where they are born

They are a unique blend of

nationalities, culture, and language,

which results in a complex consumer segment

Marketers who resonate with

Hispanic millennials have the

potential to see unmatched

growth in their brands

Compiled by Author from: latinumnetwork.com

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Insight:Hispanic

millennials often choose Spanish for in-person, service-

related conversations

They choose English for customer service

conversations over the phone because they: experience shorter waiting

times due or encounter

representatives not fluent in Spanish

Strategy:

Make sure you hire bilingual customer

service representatives to staff both physical locations and call

centers

If you offer services in Spanish,

consider hiring native Spanish-

speaking representatives to make your Hispanic

customers feel comfortable and

well taken care ofCompiled by Author from: latinumnetwork.com

Use bilingual to boost service:

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Example:Comcast XFINITY has a

bilingual website where they

communicate product information in both English and Spanish

They also offer bilingual customer

service by phone and through their chat

feature

Although useful to any Spanish-leaning

consumer, Comcast is able to reach more

consumers by giving them the option to

communicate in their language of preference

Compiled by Author from: latinumnetwork.com

Use bilingual to boost service:

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Hispanic Women:

Hispanic women in the US will reach 51 million by

2050

They will make up 25% of the total US female

population by 2050

Hispanic women lead

in adoption of new devices,

are power users of

mobile and over-index in

video consumption

It’s time to pay attention to the online

Hispanic women market

Compiled by Author from: hispanic-marketing.com

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Hispanic Women:


Differences Between

Women and Men on Social

Networks

Hispanic Women and

Online Search

Hispanic Women

RULE digital

Online Hispanic

women are social

networking butterflies

Online Hispanic

Women Social Media and Other Web Media Use

Women Transact

Online More Than Men

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Hispanic Women:

The US is currently the largest e-commerce market in the

world and women are the key drivers of online buying

Women account for 85% of consumer purchases online

Women make up 58% of US ecommerce spend

91% of women say advertisers don’t understand them

Women Transact Online More Than Men:


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Growth Sector:

EducationEntertainm

ent & Media

Financial Services Food

Real Estate Retail Transportation

Compiled by Author from: ahaa.org/

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Growth Sector:Higher education, has become more attainable to minorities and low-

income households over the past decade

Hispanics comprise a quickly growing share of the higher-education sector, leading enrollment growth over the past five years

Soaring tuition costs remain a limiting factor

They also led strong growth in community college and trade and technical school enrollment

These types of schools, offer advanced degrees at lower costs and allow students to postpone enrollment into four-year institutions


Education:

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Growth Sector:

Institutional and government programs that promote minority and low-income college attainment will continue

to boost the Hispanic contribution to higher

education

Any reductions in aid programs, however, such as Pell Grants and subsidized

student loans that assist low-income households, have the

potential of curtailing this growth


Education:

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Growth Sector:


Industry: Hispanic Contribution 2016 Millions:

Annualized Growth:

Colleges & Universities $43,955 5.1%

Trade & Technical Schools

$2,819 6.5%

Education:

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2017 Digital Trends:

Mobile 2.0

Virtual and

Augmented

Reality

Video

AdWords Becomes

More Spanish Friendly

Compiled by Author from: hispaniconlinemarketing.com

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Mobile 2.0:

Mobile technology will evolve in the

areas of messaging and

geo-location helping

marketers reach Hispanic

consumers

Marketers now have access to

messaging apps like

WhatsApp and Facebook

Messenger

Hispanics love messaging

apps because they are

young, tech savvy and use them to stay in

touch with family and

friends often

Savvy marketers will find ways to

get their messages in

front of Hispanics

where they communicate

most


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Mobile 2.0:Google is also getting more granular with location-based analytics for mobile devices, introducing two new reports to help measure

the digital-to-retail path to purchase

These new analytic tools have the potential to be used to measure the impact digital campaigns have on in-store traffic

This information is critical for US Hispanics who are more engaged throughout the entire shopper journey, both online and

offline


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2017 Marketing Trends:

Expected:

More Hispanic ad agency growth and consolidation

More Hispanic content marketing startups

The scuttling of more mainstream agency

Hispanic efforts

Unexpected:

Increased immigration

Decreased Hispanic ad spending

Game Changers:

New generation of client side multicultural

marketers

Shift to Hispanic Gen Z

Compiled by Author from: mediapost.com

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Expe

cted

:More Hispanic ad agency growth and consolidation:

The top seven agencies will continue to grow and consolidate the spending of the largest 50 Hispanic

ad spendersThere will be fewer

second-tier and regional Hispanic agencies, further

reducing the overall number

Compiled by Author from: mediapost.com

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Game Changers:New generation of client side multicultural

marketers:• In the general market, there’s a new generation of CMOs and

marketing directors embrace digital and content marketers in rapid ways

• They are driving the accelerated growth in digital ad spending the last eight years

• New generations of multicultural marketing directors will be taking over and the Hispanic media-agency complex should prepare for major changesCompiled by Author from: mediapost.com

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Work Cited:• "15 Stats Digital Marketers Should Know About Hispanic Consumers | Blog." SocialCode. N.p., 15 June 2016.

Web. 09 Feb. 2017. <http://socialcode.com/thought-leadership/blog/insights-brief-15-stats-digital-marketers-know-hispanic-consumers/>.

• "American FactFinder - Results." U.S. Census Bureau. N.p., n.d. Web. 09 Feb. 2017. <https://factfinder.census.gov/faces/tableservices/jsf/pages/productview.xhtml?src=bkmk>.

• Bueno, Brian. "The Growing Hispanic Population Means Big Business for These Seven Sectors." AHAA.org. IBIS World, Aug. 2011. Web. 23 Feb. 2017. <http://www.ahaa.org/Portals/0/Research/The%20Hispanic%20Consumer/Power,%20Influence%20&%20Behavior/The%20Growing%20Hispanic%20Population%202011.pdf>. Online PDF

• Bureau, US Census. "FFF: Hispanic Heritage Month 2016." US Census Bureau. N.p., 12 Oct. 2016. Web. 09 Feb. 2017. <http://www.census.gov/newsroom/facts-for-features/2016/cb16-ff16.html>.

• "Captura Group." Hispanic Online Marketing. N.p., n.d. Web. 22 Feb. 2017. <http://www.hispaniconlinemarketing.com/2016/12/hispanic-digital-predictions-for-2017/>.

• Deesing, Jonathan. "How to Effectively Market to the Growing US Hispanic Market." MarketingProfs. N.p., 29 July 2015. Web. 22 Feb. 2017. <http://www.marketingprofs.com/articles/2015/28151/how-to-effectively-market-to-the-growing-us-hispanic-market>.

• "Five Insights For Reaching Hispanic Consumers In 2016." N.p., 8 Dec. 2015. Web. 22 Feb. 2017. <http://www.mediapost.com/publications/article/264267/five-insights-for-reaching-hispanic-consumers-in-2.html>.

• Goffan, Havi. "Uncovered Facts About Online Hispanic Women and their Media Usage ." Target Latino. N.p., 18 May 2015. Web. 23 Feb. 2017. <http://hispanic-marketing.com/facts-online-hispanic-women-media-usage/>.

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Work Cited:• "Hispanic Influence Reaches New Heights in the U.S." Hispanic Influence Reaches New Heights in the U.S. N.p.,

n.d. Web. 09 Feb. 2017. <http://www.nielsen.com/us/en/insights/news/2016/hispanic-influence-reaches-new-heights-in-the-us.html>.

• "Hispanic Marketing Predictions For 2017." Mediapost. N.p., 22 Dec. 2016. Web. 23 Feb. 2017. <http://www.mediapost.com/publications/article/291663/hispanic-marketing-predictions-for-2017.html>.

• "Hispanic Millennials: Top 5 Insights and Strategies." Latinum Network. N.p., 11 Dec. 2015. Web. 23 Feb. 2017. <http://www.latinumnetwork.com/hispanic-millennials-marketing-insights3/>.

• "Hispanics, Transforming the Consumer Landscape." Hispanics, Transforming the Consumer Landscape. N.p., n.d. Web. 09 Feb. 2017. <http://www.nielsen.com/us/en/insights/news/2016/hispanics-transforming-the-consumer-landscape.html>.

• "Hispanic TV consumption down, smartphone apps&web use way up." NScreenMedia. N.p., 29 July 2015. Web. 09 Feb. 2017. <http://www.nscreenmedia.com/hispanic-tv-consumption-down-smartphone-user-way-up/>.

• "Is Big Data Missing The Big Picture: The Hispanic Market." MediaPost. N.p., 2 Feb. 2017. Web. 09 Feb. 2017. <http://www.mediapost.com/publications/article/294243/is-big-data-missing-the-big-picture-the-hispanic.html>.

• Magazine, Advertising Age. Advertising Age supplement Hispanic Fact Pack. 13th ed. N.p.: Advertising Age, 2016. Print

• "Marketing to Hispanics Online - The Statistics." 360 Content Pro. N.p., 01 May 2016. Web. 09 Feb. 2017. <http://360contentpro.com/marketing-to-hispanics/>.

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Work Cited:• "Multicultural Consumers by the Numbers: From Shopping to Tweeting." Advertising Age News

RSS. N.p., 06 Apr. 2015. Web. 09 Feb. 2017. <http://adage.com/article/news/multicultural-consumers-numbers/297869/>.

• "New Research Shows How to Connect With U.S. Hispanics Online." Think with Google. N.p., n.d. Web. 22 Feb. 2017. <https://www.thinkwithgoogle.com/articles/new-research-shows-how-to-connect-with-digital-hispanics-online.html>.

• Peng, Daven, and Lodovica Biagi. "• Statista - The Statistics Portal for Market Data, Market Research and Market Studies." • Statista - The Statistics Portal for Market Data, Market Research and Market Studies. N.p., n.d. Web. 09 Feb. 2017. <http://www.statista.com/>.

• Sergio Restrepo, VP Global Digital Marketing Services, Lionbridge. "10 Best Practices For Marketing to Hispanic Consumers." The Translation and Localization Blog. N.p., 22 Nov. 2016. Web. 22 Feb. 2017. <http://content.lionbridge.com/10-best-practices-for-marketing-to-hispanic-consumers/>.

• "What You Need To Know About Marketing To Hispanic Consumers." Markdebrand. N.p., 04 Oct. 2016. Web. 22 Feb. 2017. <http://markdebrand.com/marketing-hispanic-consumers/>.

• "Why Brands Still Don't Have A True Hispanic Marketing Strategy." MediaPost. N.p., 29 Dec. 2016. Web. 09 Feb. 2017. <http://www.mediapost.com/publications/article/292005/why-brands-still-dont-have-a-true-hispanic-market.html>.

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