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Target Marketing: Hispanics in the US Part 3 of 3


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The final part of Target Marketing: Hispanics in the US. In this section there's information about best practices, marketing to Hispanic Millennials and women. There's also information about growth sectors and trends that will impact how companies market to Hispanics.

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Target Marketing: Hispanics in the US Part 3 of 3

  1. 1. A 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. 1
  2. 2. Table of Contents: PageTitle: Page Number: Demographics 3 Statistics 13 Market Overview 21 Facts 44 Things to Avoid 57 How to 65 Marketing Best Practices 86 Hispanic Generational Marketing 97 Hispanic Gender Marketing 110 Growth Sectors 126 Trends 150 Work Cited 165 2
  3. 3. 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 Campaigns Consider Using “Spanglish” Understand Spanish- speaking Social Media Understand the Difference Between Hispanic and Latino 3 Compiled by Author from:
  4. 4. 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 4 Compiled by Author from:
  5. 5. Best Practices: Consider Generational & Cultural GapsWhileTailoring MarketingTactics & 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 5 Compiled by Author from:
  6. 6. 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 6 Compiled by Author from:
  7. 7. Millennial Marketing: 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 of 7 Compiled by Author from: Use bilingual to boost service:
  8. 8. Millennial Marketing: 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 8 Compiled by Author from: Use bilingual to boost service:
  9. 9. HispanicWomen: 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 9 Compiled by Author from:
  10. 10. HispanicWomen: 10 Compiled by Author from: 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 WomenTransact Online MoreThan Men
  11. 11. HispanicWomen: 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 WomenTransact Online MoreThan Men: 11 Compiled by Author from:
  12. 12. Growth Sector: Education Entertainment & Media Financial Services Food Real Estate Retail Transportation 12 Compiled by Author from:
  13. 13. 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 13 Compiled by Author from: Education:
  14. 14. 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 14 Compiled by Author from: Education:
  15. 15. Growth Sector: 15 Compiled by Author from: Industry: Hispanic Contribution 2016 Millions: Annualized Growth: Colleges & Universities $43,955 5.1% Trade &Technical Schools $2,819 6.5% Education:
  16. 16. 2017 DigitalTrends: Mobile 2.0 Virtual and Augmented Reality Video AdWords Becomes More Spanish Friendly 16 Compiled by Author from:
  17. 17. 2017 DigitalTrends: 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 17 Compiled by Author from:
  18. 18. 2017 DigitalTrends: 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 18 Compiled by Author from:
  19. 19. 2017 MarketingTrends: 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 19 Compiled by Author from:
  20. 20. 2017 MarketingTrends: Expected: 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 spenders There will be fewer second-tier and regional Hispanic agencies, further reducing the overall number 20 Compiled by Author from:
  21. 21. 2017 MarketingTrends: 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 changes 21 Compiled by Author from:
  22. 22. Work Cited: • "15 Stats Digital Marketers Should Know About Hispanic Consumers | Blog." SocialCode. N.p., 15 June 2016.Web. 09 Feb. 2017. <>. • "American FactFinder - Results." U.S. Census Bureau. N.p., n.d. Web. 09 Feb. 2017. <>. • Bueno, Brian. "The Growing Hispanic Population Means Big Business forThese Seven Sectors." IBISWorld, Aug. 2011.Web. 23 Feb. 2017. <,%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. <>. • "Captura Group." Hispanic Online Marketing. N.p., n.d. Web. 22 Feb. 2017. < 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. <>. • "Five Insights For Reaching Hispanic Consumers In 2016." N.p., 8 Dec. 2015.Web. 22 Feb. 2017. <>. • Goffan, Havi. "Uncovered Facts About Online Hispanic Women and their Media Usage ." Target Latino. N.p., 18 May 2015.Web. 23 Feb. 2017. <>. 22
  23. 23. Work Cited: • "Hispanic Influence Reaches New Heights in the U.S." Hispanic Influence Reaches New Heights in theU.S. N.p., n.d. Web. 09 Feb. 2017. <>. • "Hispanic Marketing Predictions For 2017." Mediapost. N.p., 22 Dec. 2016. Web. 23 Feb. 2017. <>. • "Hispanic Millennials:Top 5 Insights and Strategies." Latinum Network. N.p., 11 Dec. 2015. Web. 23 Feb. 2017. <>. • "Hispanics,Transforming the Consumer Landscape." Hispanics,Transforming theConsumer Landscape. N.p., n.d.Web. 09 Feb. 2017. <>. • "HispanicTV consumption down, smartphone apps&web use way up." NScreenMedia. N.p., 29 July 2015. Web. 09 Feb. 2017. <>. • "Is Big Data MissingThe Big Picture:The Hispanic Market." MediaPost. N.p., 2 Feb. 2017. Web. 09 Feb. 2017. <>. • Magazine, AdvertisingAge. Advertising Age supplement Hispanic Fact Pack. 13th ed. N.p.: AdvertisingAge, 2016. Print • "Marketing to HispanicsOnline -The Statistics." 360 Content Pro. N.p., 01 May 2016. Web. 09 Feb. 2017. <>. 23
  24. 24. Work Cited: • "Multicultural Consumers by the Numbers: From Shopping toTweeting." Advertising Age News RSS. N.p., 06 Apr. 2015. Web. 09 Feb. 2017. <>. • "New Research Shows How to Connect With U.S. Hispanics Online." Think with Google. N.p., n.d. Web. 22 Feb. 2017. < 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. <>. • Sergio Restrepo,VP Global Digital Marketing Services, Lionbridge. "10 Best Practices For Marketing to Hispanic Consumers." TheTranslation and Localization Blog. N.p., 22 Nov. 2016. Web. 22 Feb. 2017. <>. • "WhatYou NeedTo Know About Marketing To Hispanic Consumers." Markdebrand. N.p., 04 Oct. 2016. Web. 22 Feb. 2017. <>. • "Why Brands Still Don't Have ATrue Hispanic Marketing Strategy." MediaPost. N.p., 29 Dec. 2016.Web. 09 Feb. 2017. < market.html>. 24
  25. 25. Contact Us for the Full Presentation: Mediacontact USA Inc. 13575 58TH Street North #160 Clearwater, Fl. 33760 T: 727 538 4112 E: