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.
Driving AI Competency - Key Considerations for B2B Marketers - Rosemary Brisco
Target Marketing: Hispanics in the US Part 3 of 3
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.
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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
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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: content.lionbridge.com
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: content.lionbridge.com
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: content.lionbridge.com
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: latinumnetwork.com
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: latinumnetwork.com
Use bilingual to boost service:
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: latinumnetwork.com
Use bilingual to boost service:
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: hispanic-marketing.com
10. HispanicWomen:
10
Compiled by Author from: hispanic-marketing.com
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. 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: hispanic-marketing.com
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: ahaa.org/
Education:
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: ahaa.org/
Education:
16. 2017 DigitalTrends:
Mobile 2.0
Virtual and
Augmented
Reality
Video
AdWords
Becomes
More
Spanish
Friendly
16
Compiled by Author from: hispaniconlinemarketing.com
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: hispaniconlinemarketing.com
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: hispaniconlinemarketing.com
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: mediapost.com
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: mediapost.com
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: mediapost.com
22. Work Cited:
• "15 Stats Digital Marketers Should Know About Hispanic Consumers | Blog." SocialCode. N.p., 15 June 2016.Web. 09 Feb. 2017.
<http://socialcode.com/thought-leadership/blog/insights-brief-15-stats-digital-marketers-know-hispanic-consumers/>.
• "American FactFinder - Results." U.S. Census Bureau. N.p., n.d. Web. 09 Feb. 2017.
<https://factfinder.census.gov/faces/tableservices/jsf/pages/productview.xhtml?src=bkmk>.
• Bueno, Brian. "The Growing Hispanic Population Means Big Business forThese Seven Sectors." AHAA.org. IBISWorld, Aug. 2011.Web. 23 Feb.
2017.
<http://www.ahaa.org/Portals/0/Research/The%20Hispanic%20Consumer/Power,%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.
<http://www.census.gov/newsroom/facts-for-features/2016/cb16-ff16.html>.
• "Captura Group." Hispanic Online Marketing. N.p., n.d. Web. 22 Feb. 2017. <http://www.hispaniconlinemarketing.com/2016/12/hispanic-digital-
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.
<http://www.marketingprofs.com/articles/2015/28151/how-to-effectively-market-to-the-growing-us-hispanic-market>.
• "Five Insights For Reaching Hispanic Consumers In 2016." N.p., 8 Dec. 2015.Web. 22 Feb. 2017.
<http://www.mediapost.com/publications/article/264267/five-insights-for-reaching-hispanic-consumers-in-2.html>.
• Goffan, Havi. "Uncovered Facts About Online Hispanic Women and their Media Usage ." Target Latino. N.p., 18 May 2015.Web. 23 Feb. 2017.
<http://hispanic-marketing.com/facts-online-hispanic-women-media-usage/>.
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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. <http://www.nielsen.com/us/en/insights/news/2016/hispanic-influence-reaches-new-heights-in-the-us.html>.
• "Hispanic Marketing Predictions For 2017." Mediapost. N.p., 22 Dec. 2016. Web. 23 Feb. 2017.
<http://www.mediapost.com/publications/article/291663/hispanic-marketing-predictions-for-2017.html>.
• "Hispanic Millennials:Top 5 Insights and Strategies." Latinum Network. N.p., 11 Dec. 2015. Web. 23 Feb. 2017.
<http://www.latinumnetwork.com/hispanic-millennials-marketing-insights3/>.
• "Hispanics,Transforming the Consumer Landscape." Hispanics,Transforming theConsumer Landscape. N.p., n.d.Web. 09
Feb. 2017. <http://www.nielsen.com/us/en/insights/news/2016/hispanics-transforming-the-consumer-landscape.html>.
• "HispanicTV consumption down, smartphone apps&web use way up." NScreenMedia. N.p., 29 July 2015. Web. 09 Feb. 2017.
<http://www.nscreenmedia.com/hispanic-tv-consumption-down-smartphone-user-way-up/>.
• "Is Big Data MissingThe Big Picture:The Hispanic Market." MediaPost. N.p., 2 Feb. 2017. Web. 09 Feb. 2017.
<http://www.mediapost.com/publications/article/294243/is-big-data-missing-the-big-picture-the-hispanic.html>.
• 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.
<http://360contentpro.com/marketing-to-hispanics/>.
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24. Work Cited:
• "Multicultural Consumers by the Numbers: From Shopping toTweeting." Advertising Age News RSS. N.p., 06 Apr.
2015. Web. 09 Feb. 2017. <http://adage.com/article/news/multicultural-consumers-numbers/297869/>.
• "New Research Shows How to Connect With U.S. Hispanics Online." Think with Google. N.p., n.d. Web. 22 Feb. 2017.
<https://www.thinkwithgoogle.com/articles/new-research-shows-how-to-connect-with-digital-hispanics-
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. <http://www.statista.com/>.
• 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.
<http://content.lionbridge.com/10-best-practices-for-marketing-to-hispanic-consumers/>.
• "WhatYou NeedTo Know About Marketing To Hispanic Consumers." Markdebrand. N.p., 04 Oct. 2016. Web. 22 Feb.
2017. <http://markdebrand.com/marketing-hispanic-consumers/>.
• "Why Brands Still Don't Have ATrue Hispanic Marketing Strategy." MediaPost. N.p., 29 Dec. 2016.Web. 09 Feb.
2017. <http://www.mediapost.com/publications/article/292005/why-brands-still-dont-have-a-true-hispanic-
market.html>.
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25. Contact Us for the Full Presentation:
Mediacontact USA Inc.
13575 58TH Street North #160
Clearwater, Fl. 33760
T: 727 538 4112
E: contact@mcusa.co
www.mediacontactusa.com
