Bilingual Marketing: On Target for Hispanics
Today’s consumers are not the same as 20 years ago. And Hispanics are not the exception. The battle to gain turf amongst Latinos is fought everyday by those brands that want to claim their spending dollars. The growth and important buying power of this market segment could make any sales strategy a hit or miss. To most, marketing to Hispanics is a first. To others, is an evolution.
Knowing the facts and how to apply them is as important as recognizing the analytics of the Latino consumer. One of such realities is: Latinos are bilingual. Six out of 10 adult Hispanics in the U.S. are bilingual. In marketing, the use of both languages reflects this reality and sends a message that represents the personality of this consumer.
A brand needs to feel authentic to connect with the target audience. That creates credibility. This is more evident when designing an online marketing strategy. Hispanics make up the group that has embraced mobile technology faster than any other segment. The use of social media is the highest amongst Latinos, making web marketing a clear strategy to target these consumers. And a bilingual approach for the social media stage is more effective given that Hispanics communicate this way online.
This reality has been absorbed by big name brands like P&G, and has created value for the Latino consumer, which sees this attitude as a true reflection of their identity. And that is how a brand can be on target with Hispanics. Being real and authentic.