The Latino population continues to make its presence known in the U.S. and businesses everywhere are trying to tap into the Latino spending power. Marketing to Latinos is not as easy as it used to be because different generations respond differently to various marketing tactics.
Traditional advertising may connect with the older Latinos who mostly watch television but if you want to be successful advertising to the younger generations, digital content in English and/or Spanish is the way to go.
Targeting the younger Latino demographic is a very good long-term business strategy. The median age of Latinos in the U.S. is 28 compared to non-Latino whites at 42 years old.
2020 Latino Market Statistics.
Businesses need to develop messaging with their audience in mind. In the age of hyper-competition, being able to connect strongly with an underserved group can be a competitive advantage for brand sales and growth.
Shaping your campaign to be culturally relevant to the Latino audience can play a prominent role in customer acquisition and, in turn, foster invaluable brand loyalty.
Segmenting by age reveals that multicultural millennials, aged 18 to 34, consume media at a very high pace (93% smartphones, 89% Smart TV, 78% radio, 62% blogs). They make up the largest population cluster in the U.S., representing over 75 million people. At the same time, 84% of millennials don’t trust traditional ads and discover 50% of the new products outside of physical stores.
The marketing industry is realizing that in order to grow, brands must not place multicultural into segments, instead, they must view multicultural as vitally important to integrate into a total U.S. growth strategy. Multicultural is not a segment. In many cases, multicultural market segments can make up 40% of a brand’s total consumer base.