The representation of America’s diverse set of ethnicities and cultures is much stronger today than it has ever been before, especially in recent years. With around 60 million people, the US Hispanic population makes up a large segment of the market. It can be incredibly rewarding and lucrative to reach this superset of demographics, but it takes effort to understand the eccentricities of your audience.
Many times, you will hear the umbrella term, “The Hispanic Community,” when we are really talking about multiple Spanish speaking communities. Two main differentiators include:
With any demographic or community, you create a further subset of target audiences when you consider age, sex, interests, and your overall goals for that audience. For example, let’s consider one important segment of the Hispanic population in America:
First Generation Hispanics – for this demographic we can assume that they are the first generation to be born in the United States, under parents who immigrated. According to figures from Pew Research Center, 73% of Hispanics speak Spanish in their home, but that doesn’t mean that you need to advertise in Spanish for the ads to be effective.
Often, first generation Hispanics live two lives. Away from home, they predominantly speak English at places like school or out in public with their friends.
Often times at home they will speak Spanish with their parents. In between these two paradigms, many first-generation Hispanics play the role of translator to their parents. By understanding this dynamic, you can create more effective ads. In households such as the one we described, the ads will be filtered through a translator before it reaches your target.
This is why in some cases, depending on the targeted Hispanic audience, a specific multicultural approach can be an effective strategy. In other cases, when you are rolling up a group of similar Latino audiences, an inclusive total market approach can be more a appropriate strategy.
One thing that is important is for brands to speak the audiences language, where authenticity comes at a premium. This means you need to do your research, and celebrate the unique culture of your target audience. As a brand, you have the chance to reach Hispanic audiences on two levels: their American lives, and their heritage. This is a critical part of speaking to the Hispanic audience.
With so many platforms, and inexpensive ways to monitor your marketing campaigns, it’s more possible than ever to create highly targeted ads that reach your intended audience. The challenge comes in identifying those markets accurately as fragmentation occurs, because if you are reaching out to Hispanics, it’s best to understand their culture and language, even if you don’t speak their actual language fluently.
For more information contact Rick Parra at firstname.lastname@example.org