Hispanics are the largest and fastest-growing minority segment in the United States. And 30 million U.S. Hispanics—60% of the U.S. Hispanic population—are online. Performics outlines five performance marketing strategies to grow your Hispanic customer base.

1. CMO Briefing
Performance Marketing
top i c
Hispanic digital marketing strategies
t h e op p ort u n i t y
Strategies to Engage Engage the fastest-growing
minority segment on the Web
Online Hispanics c h a n n e l s i m pac t e d
Owned, Earned, Paid
Hispanics are the largest and fastest-growing minority segment in the
United States. And 30 million U.S. Hispanics—60% of the U.S. Hispanic
population—are online. Performics outlines five performance marketing
strategies to grow your Hispanic customer base: o c t o b e r 2 0 1 1
1. Search • Don’t simply translate English copy and landing pages into
Spanish; seek to truly understand the Hispanic culture to
80% of U.S. Hispanics use search craft unique messages
to research products (comScore) • Utilize Google’s Spanish site – Although search volume is lower,
click-through rates (CTRs) are higher than Google’s English sites
Everyday, 8% of all Google queries are
in Spanish. 80% of these queries are 2. Social
performed through Google’s English
interface (i.e. the searcher’s computer 48% of online Hispanics use social networks (Google)
language is set to English); 20% are 33% are influenced by customer reviews/ratings in social media
performed on the Spanish interface.
This presents a huge opportunity for Before launching a social media ccampaign, decide which Hispanic
brands to engage Hispanic searchers segment you seek to engage. Again, this doesn’t mean just having
via the English interface, as well English and Spanish content. You must understand your Hispanic
as the Spanish interface: participants. For instance,
• Bid on Spanish keywords even when • Spanish-preferring Hispanics like to follow/friend brands offering
targeting English-language users daily content in Spanish
– Spanish search volume is rising • Spanish-preferring Hispanics need Spanish-language customer
while cost-per-clicks (CPCs) service support on Twitter
remain below English keywords • Hispanics that typically converse with family, friends and colleagues
• Align Spanish keywords with Spanish in English are likely to prefer English-language social pages
ad copy and landing pages
Trend Tip: The Multicultural Web
Third and fourth generation Hispanics remain Hispanic by “New General Latinos (NGLs) want to have media and
heritage, but English-speaking by habit. This is the future of the programming options that reflect the various aspects of their
Hispanic online marketplace. 75% of Hispanics embrace media identity, regardless of language. In fact, NGLs are language
in both English and Spanish. Language is not a barrier. Marketers neutral when it comes to communication preferences, but
should focus on creating experiences that resonate with they do want to see themselves and their dual culture lifestyle
Hispanic participants. While Hispanics aren’t a homogenous in the U.S. more represented on television as well as in any
group easily reached solely by Spanish-language advertising, media and marketing that [engages] them.”
this doesn’t mean that a brand’s English-language message
is resonating either. Marketers should: Jose Tillan
General Manager & Executive Vice President of Tr3s: MTV,
• Identify gaps in Hispanic content Música y Más
• Employ experience developers to create engaging content
• Focus on highly sharable content
(live events, custom apps, video, celebrity partnerships)
performics.com • blog.performics.com • @performics

2. 3. Mobile
71% of U.S. Hispanics seek content on their mobile devices (Google)
The Hispanic market has eagerly embraced the smartphone and tablet craze. At Performics, we’ve compared Hispanic
desktop search data with Hispanic mobile search data. We’ve found that—especially in the CPG and technology
verticals—mobile search is generating more impressions and clicks than desktop. And average mobile CPCs are
still about half of desktop CPCs.
• Build mobile-specific Hispanic search campaigns
• Create both English- and Spanish-targeted campaigns
4. Display ExaMPLE YouTubE TarGET
English language, Hispanic females, Latin American music
1 in 3 Hispanic Web users are likely to read and
take action after viewing a banner ad (Google)
Display—with its rich targeting features—is often
the easiest way to specifically find Hispanics on the Web.
For instance, on the content network, marketers can
target specific placements, including Hispanic-oriented sites.
Or, marketers can employ YouTube or Facebook display ads
to connect based on demographic, language or interests.
5. Video
YouTube achieves 45% reach across the Hispanic Web (Google)
YouTube reaches two times more Hispanics than Facebook
Don’t forget that, after Google, YouTube is the second
most popular search engine. Use YouTube Promoted
Videos to generate awareness amongst Hispanic
YouTube users searching for your Spanish/English
content. Your video ad will appear next to relevant
YouTube search results.
For specific Hispanic digital marketing strategies for your
brand, contact your Performics account team today.
cmo briefing
performics.com • blog.performics.com • @performics