The document discusses the importance of Hispanic consumers in marketing. It notes that Hispanics have more household wealth than ever before and will make up over 50 million people according to the 2010 US Census. Marketers need to develop appropriate methods to attract and retain Hispanic customers, who tend to be younger and resilient. Cultural relevance is key to achieving measurable results with Hispanic audiences. Understanding cultural subtleties and nuances will help marketers develop successful strategies that speak emotionally and rationally to Hispanics. Those who truly embrace the Hispanic market potential and market with "cultura" will have a significant advantage.

1. 10 guest viewpoint { multicultural marketing }
BY RICARDO QUAYAT
 rquayat@rauxa.com
The Undeniable Importance of
Hispanics in the Marketing Mix
GLOBAL/LOCAL ISSUE
T
oday’s Hispanic consumers have through Hispanic marketing initiatives. stand one another much more by encourag-
more household wealth and Fortunately, the segment is more approach- ing an open-door dialogue that will lead to
economic influence than ever able than ever before, thanks in part to rewarding brand experiences. is approach
before—and marketers should be taking the growing Hispanic online population can deepen emotional connections with
notice, placing greater emphasis on the (52%)—currently representing 23 million Latinos through strategies that educate and
development of appropriate methods to users and expected to reach 30 million by entertain to evoke a measurable response.
attract and retain customers in this 2012, according to a study by Consorte
growing segment. Media Inc., a San Francisco-based Hispanic The Value of Deeper
e forecasted landmark data ndings digital marketing rm. ese consumers Cultural Awareness
from the 2010 U.S. Census may be just the primarily are U.S.-born and are comfort- Gone are the days of trying to impose
impetus for some businesses to explore what ably bilingual. Considering that Hispanic general market analytic solutions on
it takes to reach this valuable and in uential consumers tend to be younger than culture-based strategies. Although the
audience. Measurability is the critical path in the general market and resilient during analytic tools may be similar, interpret-
marketing and the U.S. Census, the mother economic downturns, a real opportunity ing data for Hispanic markets requires a
Ricardo Quayat is executive of all measurability tools, will help identify exists for marketers to build longer-term di erent approach because cultural vari-
creative director at Rauxa Roja, a new Hispanic audiences, con rm locations customer relationships with this group. ables and predictive models perform as
Costa Mesa, Calif.-based Hispanic and validate estimated statistics on audience Hispanic families frequently attend di erently as the unique values of multi-
direct marketing agency. dispersion. e Census also will con rm community events and share their cultural consumers.
what many have known for years: e face experiences with one another, creating By recognizing commonalities and di er-
of America is changing dramatically. Direct real opportunities to connect one to one ences, marketers can pay more attention to a
response strategies must evolve as well. with brands. Marketers can respond to brand’s uency and relevance of messaging.
this collectivism by integrating core For example, determining consumers’ media
competencies with thought leadership. In usage patterns and attitudes in the context
The face of America is changing fact, marketing disciplines not only allow of their American environment and Latino
dramatically. Direct response strategies an open exchange of data, but also work identity can be eye-opening. is aware-
most e ectively when integrated—from ness points to a deeper, more comprehensive
must evolve as well. creative strategy by segment to the acceler- segmentation model based on race, ethnic-
ating technology and functionality of digi- ity and lifestyle orientation. With a clearer
Recognizing Multicultural tal campaigns. understanding comes a greater appreciation
Opportunities for the importance of listening to how these
e 2010 Census is expected to con rm Insight Drives Content that consumers wish to be treated.
Hispanic population numbers at more than Connects with Consumers As the nation’s largest and fastest-grow-
50 million. From a marketing perspective, Marketers have a real opportunity to ll the ing minority, Hispanics have seen their
the Census has great potential to prove the content void between lead generation and buying power more than triple between
signi cance of such multicultural audi- conversion, and o er the culturally rele- 1990 and 2008. e Census will validate this
ences. It promises to provide insightful vant messaging that consumers are seeking. group’s growing numbers and relevance to
data, such as household residency, presence When messaging connects consumers with marketers. Beyond these gures, market-
of children, country of origin and level of their preferences, it also creates the percep- ers have a unique opportunity to dig even
acculturation by state that will help validate tion of value and legitimacy. deeper. By understanding cultural subtleties
growth trends relevant to dispersion into As today’s consumers frequently are in and nuances, these marketers will develop
secondary markets. control of the ways in which they wish to successful data-driven strategies and tactics
Despite the rapid growth and engage with their preferred brands, social for precisely targeted campaigns that speak
increasing purchasing power of the Hispanic media has gained signi cant traction. Social to and reach Hispanic audiences on both
segment, roughly 50% of U.S. advertis- media o ers opportunities to be authentic an emotional and rational level. ose who
ers don’t include Latinos in their marketing and drive word of mouth. At Rauxa Roja, we truly embrace this audience’s potential—and
mix, according to a recent survey of senior commonly like to say, “Hablando se entiende market with “cultura”—will have a signi -
marketers commissioned by Los Ange- la gente,” which means that we can under- cant advantage. m
les-based Hispanic marketing agency Orcí.
e Census should serve as a wake-up call
to this missed opportunity and prompt
marketers to do more, including more accu-
rately distinguishing audience behaviors
and purchasing preferences, and aligning
brands with the resulting demand for perti-
nent content.
Cultural Relevance as a Creative
and Brand Strategy
09.15.10
Cultural relevance is a key factor in achiev-
For more information on ing measurable results. To be success-
Hispanic marketing, read ful, new campaign strategies have to
“Mi Casa Es Su Casa,” speak to the unique experiences of Lati-
marketingnews
page 19, and “How I Do It,” nos in the United States and marketers
page 31. must capitalize on the total market oppor-
tunity with cultural variables that o er
the insight necessary to develop break-