Marketing towards the Hispanic population can be a challenging task, as it is a diverse and complex demographic. In order to effectively advertise to Hispanics, marketers must overcome a number of significant obstacles.
Language Barriers: One of the biggest obstacles to selling to Hispanics is language. Most Hispanics in the US prefer to hear information in Spanish, with about 58% of them speaking it at home. In order to reach a larger population, it is crucial for marketers to develop bilingual campaigns.
77% of Hispanics prefer advertisements in Spanish, while 72% prefer advertisements in English, according to a thinknow.com poll. This demonstrates how crucial it is to develop a multilingual marketing plan that meets the requirements of both groups.
Cultural differences: Hispanics originate from a variety of cultural origins, so it is crucial to comprehend these differences in order to develop marketing campaigns that appeal to them. Marketers must be mindful of these variations because what works for one group may not work for another.
For instance, a Nielsen research discovered that Puerto Ricans prefer pastel colors while Mexican-Americans favor bold and bright hues. Similar to how Hispanics from various nations have various values and customs, marketers need to be conscious of these variations.
Socioeconomic Status: Marketers must comprehend the needs and preferences of Hispanics in the US, who originate from a variety of socioeconomic backgrounds. For instance, while a higher-income family might be interested in luxury goods, a low-income Hispanic family might emphasize affordability.
Nielson found that Hispanics with yearly incomes of $50,000 or more are more likely than those with lower incomes to use mobile devices and social media to make purchasing choices.
Stereotyping: When selling to Hispanics, stereotypes must be avoided. The stereotype that all Hispanics are the same and have the same tastes is unfounded. Stereotyping can result in miscommunication and a lack of interest from the target market.
60% of Hispanic consumers believe that advertisers don’t comprehend them, according to an AHAA survey. Marketing professionals should concentrate on developing campaigns that fairly reflect the diversity of the Hispanic community.
In conclusion, marketing towards Hispanics requires a deep understanding of their cultural nuances, language preferences, and socioeconomic backgrounds. By creating campaigns that resonate with this diverse audience, marketers can build long-lasting relationships and achieve success in this growing market.
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Sources:
https://www.thinknow.com/blog/2018/10/10/how-to-market-to-bilingual-hispanics/
https://www.nielsen.com/us/en/insights/article/2018/the-unprecedented-demographic-cliff/
https://www.nielsen.com/us/en/insights/article/2019/hispanic-consumer-view-makes-cents/
https://ahaa.org/resources/market-research/
