Hispanic marketing has become an important avenue to help drive brand growth and improve company revenue. This is because Latinos are exerting influence that has never been felt before on the American consumer space due to their growing population and increasing spending power. The Latino market is growing at an unprecedented rate and marketers, digital marketers and sales directors must employ unique and effective services to attract and retain this critical customer segment. Only a succinct understanding of the Latino market can help a company’s online strategies reap from the brand loyalty and multicultural buying taste of Latinos.
Latino Markets are Culture Driven
Hispanics are very wary of brands that ignore the cultural aspects of their lives when developing content and in branding. The Latino mind is guided by a good level of intimacy, social harmony and interaction, respect for authority and a personal touch with daily life issues. This goes on to inform their consumer behavior and brand loyalty. The brands that dominate Latino markets have placed a huge emphasis on family and community in their branding and marketing. Cost may be a factor for Latinos but they also stick with products that give quality to their households.
Latino Markets Need Clear Goals
All Latino sub-markets aren’t the same. Different Latinos in different states and counties have different countries of origin and this determines the content that will be of importance to them. When developing content for this crucial market segment, marketers should avoid general family or community strategies. Latino teens and young adults have been rated as highly mobile savvy and this means their channels might differ from those for the rest of the population. Their millennials have become highly mobile and are constantly sampling the offerings of convenient living due to their increased disposable incomes. This means that their strategies have to be focused to meet their needs and attract them to the brand.
Latino Markets Need Expert Services
Many prominent companies think that they will just pick their famous or successful ads and translate them from English to Spanish and fold their arms as profits trickle in. Forbes warns that this is a costly pitfall that companies should avoid at all costs. With Latino markets, general advertising doesn’t apply. Only companies that have shown their expertise in attracting and retaining Hispanic customers can be helpful to drive new growth and turn revenues around for their clients.
