Reaching the Latino Market
Now more than ever is the time for marketing agencies to grasp a clear understanding of the Latino community and this consumer segment. In 2018 the U.S. Latino Market will continue to grow exponentially, and in order to effectively reach them with public relations and advertising strategies, companies need to up their game.
There are great insights to pull from both research and personal experience (¡híjole!), in marketing to this important segment in the coming years.
First and foremost, we must recognize the increasing presence of younger Latinos within U.S. education programs (K-12 public schools and colleges). Over the past couple years, the high school dropout rate has declined, and college enrollment rate has increased for Latino students. Almost 50% of Latinos that go to college attend public two-year school or community college. Among Latinos age 25-29, 15% have a bachelor’s degree or higher, and this is projected to increase to 27% by the year 2022. Millennial Latinos’ increasing involvement in the U.S. education system is incredibly important as we learn how to reach them through marketing in ways that are different from previous generations.
The biggest takeaway from the generational gap in the Latino community is that marketing to this segment of people is not just about using the Spanish language. Half of all second-generation Hispanics are bilingual, while only 23 percent of the third generation are. With language now set aside, marketing agencies should focus on targeting Latinos (especially millennials) through online videos and distributing them to mobile devices. Over the last few years, their time spent on mobile video increased by 53%. On average, Latinos visit nearly nine different sites, apps and services to view this content over a 30-day period. The Latino audience is most easily reached through digital advertising, and it has a focus far beyond the use of language in capturing their attention.
Material that speaks to our heritage is popular with Latinos, whether or not they’re fluent in Spanish. The best advertising for reaching this market connects with the Latino culture and makes the content relatable. The focus should center around speaking to Latino traditions while incorporating the American lifestyle. Marketing tactics must look at all aspects of the Latino identity (beyond language) and push to connect with these people in new and innovative ways.
The Latino market is tricky to reach and must be done with specificity. Ads created specifically for the Latino market are 40% more persuasive than those simply adapted for this market and 3 times as effective as ads with Spanish used in voiceover. It is all about engagement and leaving lasting impressions! As the Latino market continues to grow in the coming years, it is essential to keep the generational differences in mind and more importantly to search for an understanding in the community’s identity, both as a whole and as individuals.
If you can’t figure how to break through the clutter, then its best for you leave the country or visit StellaPRMarketing.com!