target marketing: hispanics in the us part 2 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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Smartphone User Activities:

Compiled by Author from: Advertising Age supplement Hispanic Fact Pack- Print

App Store

Browsing Camera Email Games

Maps Messaging

Messaging in App

Music News

Social Media

Video Online

Voice Call

4

Social Media Preference 2014:

Compiled by Author from: adage,com

Facebook

Instagram

Twitter

Pinterest

LinkedIn

0% 10% 20% 30% 40% 50% 60% 70% 80%

73%

34%

25%

21%

18%

Social Media Preference 2014:

5

Television Channels:


Most Viewed Network Channels:

Univision

Telemundo

UniMas

ABC

NBC

Most Viewed Cable Channels:

Galavision

NBC Universo

Univision Deportes

Fox Deportes

ESPN Deportes

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Time Spent on Mediums in 2016:

PC Social Network

PC Video Smartphone Social Netwrok

Tablet Social Network

Using Radio Watching TV34 106279

18

832

1526

Weekly Time Spent in Minutes:

Compiled by Author from: statista.com

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Top Purchases Via Mobile Devices:

Electronics

Apparel

Travel Service

s

Tickets to

Events

Toys


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Top Spenders in Hispanic Media:

Top 5 Spenders in Hispanic Media:

Genomma Lab

International

Procter & Gamble

Co.

Dish Network

Corp.AT&T L'Oréal


9

TV Markets in 2016:

Los Angeles

New York

Miami- Fort Lauderdale

Houston

Dallas- Fort Worth

Chicago

San Antonio

San Francisco- Oakland

Phoenix

Orlando - Daytona Beach

0 500,000 1,000,000 1,500,000 2,000,000 2,500,0001,933,480

1,456,790

798,890

692,620

553,080

535,870

458,930

427,430

388,950

269,320

Largest TV Market by Number of TV Households:

Compiled by Author from: statista.com

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Facts:

Bilingual Hispanics and Spanish Dominant Hispanics are most receptive to video ads than other ad types

Hispanics spend more on groceries meaning there’s an opportunity for growth among retailers and CPG brands

Hispanics spend 2.7 hours online per day

Compiled by Author from: socialcode.com

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Facts:Create an All Spanish

Website:Writing your copy from scratch in Spanish can help your company connect with consumers by using psychology

and cultural preferences of Hispanic shoppers

This is best handled by people who understand the

culture

Work with a marketing agency that

specializes in the Hispanic / Latino

market

Hispanics are diverse and come from many different countries

within Latin America

Compiled by Author from: 360contentpro.com

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Facts:Successful brands create meaningful and real

connections by being authentic and making an effort to understand the uniqueness and differences of the

Hispanic consumerMarketing strategies cannot just be part of a total strategy instead brands should seek out cultural

nuances that are relevant and genuine

Hispanics are rapidly becoming the consumers and influencers of tomorrow and It’s critical for companies to

act and engage with them now

Compiled by Author from: nielsen.com

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Facts:Young demographics, amplified spending power and hyperactive digital and mobile consumption of the Hispanic market, will

make it one of the most attractive demographic

Part of the growth companies will see, maybe coming from this demographic in the next

three to five years

Many brands don’t have a marketing strategy for engaging this audience

Compiled by Author from: mediapost.com

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Facts:

Hispanics are underserved, and opportunities to reach them through digital remain untapped

Very few brands are working towards a strategy to specifically and meaningfully reach Hispanics in a

culturally relevant mannerToday’s consumer landscape is more multicultural

than ever, and companies cannot have a “one size fits all” strategy

Compiled by Author from: mediapost.com & Nielsen.com

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Big Data:The ability to geofence

locations and send appropriate marketing

messages to consumers in real-time has transformed the

consumer experience

Geo-fencing requires investments in time and

money that some minority-owned business may not have

access to or be aware of

Many Latinos shops are mom and pop stores that don’t

have the budget for this type of marketing

By not having budgets, you end up with a segment of the population underrepresented in the data collected from this

marketing channel

Location-based Targeting:


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Why Companies don’t have a Strategy:

The “Total Market” Syndrome:

Corporations and marketers have

developed a “total market”

strategy to generalize

strategies to reach the diverse US market as a

whole

Total Market refers to a

melting pot of marketing

strategies that are intended to

speak to universal truths

while gaining efficiencies

The efficiencies ignores an

important fact: Hispanics are influenced by

strong and distinct cultural

values

Those distinctions

guide: thoughts, actions and,

motivations to buy


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Why Companies don’t have a Strategy:

Not Understandin

g the Language:

By only marketing to one type of consumer,

marketers end up

overlooking the important

role that cultural ties

and community connections play to this

Hispanic consumer

Cultural nuances are often more important

than language

Language can be a trigger, culturally- relevant

content and messaging can engage

the entire spectrum of the

Latino audience

Like in other types of

marketing: experience

and reasons to buy can be

completely different


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Make Content Culturally Relevant:

Ente

rtai

nmen

t

Influencers

&

Testimonial

s

Language Relevant Topics &

Product Features

Visuals

Compiled by Author from: thinkwithgoogle.com

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Make Content Culturally Relevant:

Entertainment:

Hispanics value entertainment

online that appeals to them

culturally

Include relevant music and video

content

Influencers &

Testimonials:

They want to hear from

people like them

Can be a celebrity, a

YouTube creator, or another

influencer online

Language: While not as important as

culture, language does

matterSpanish and bilingual

content online are signals that

you want to engage with

themCompiled by Author from: thinkwithgoogle.com

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Effectively Market to Hispanics:

Bridge the Language

BarrierBring Your 'A' Game

Embrace Social Media

Focus on a Local

Campaign

Invest in the Hispanic Market

Partner with Hispanic

Leaders & Businesses

Compiled by Author from: marketingprofs.com

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Partner with Hispanic Leaders & Businesses:

• Familiarity can help breed trust• By partnering with businesses that are

popular with Hispanics or by having famous Hispanic endorse your product, your business can get closer to Hispanic families

• Consider developing relationships with Hispanic businesspeople who can help you reach your full potential with Hispanic marketing, online or offline


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Partner with Hispanic Leaders & Businesses Example:

Latin World Entertainment was founded by Modern

Family star Sophia Vergara

It helps other businesses market to Spanish-speaking families

CNET partnered with the group to build Hispanic-specific ad campaigns

and, as a result, increased revenue substantially


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Reaching Hispanic Consumers:

Sponsor brands that promote

Hispanic “techies” and

technical bloggers

Hispanic consumers will demand more from brands

Mobile data will allow for better targeting and

tailoring of messages to

Hispanic audiences

Shift from big data to effective

data when targeting Hispanic

consumers

Online video is the most

effective medium for Hispanic

content


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Reaching Hispanic Consumers:

The information will allow marketers to get comprehensive data and better measurement indicators


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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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