Hispanic, Latino, Markerting,

3 Horrible Mistakes You’re Making with Latino Marketing

If your growth plans includes tapping into the Latino market, you’re probably taking into some consideration how to implement your plans for a positive ROI. These can range from using internal staff, translating English campaigns to Spanish or hiring a subject matter expert or an agency. All these are viable options to look at. Regardless of what option you choose to go with, three tactics that you should consider carefully are:

Audience:

The Latino market is growing and changing. Now you have different segments with different cultural values going from traditional to non-traditional with shades of grey in between. Treating everyone equally will not resonate and capture their attention.

What can you do? Segment your audience by cultural orientation and focus on aspirational values to engage and develop messages. Remember that one message does not fit all.

Mobile:

“Hispanic consumers see mobile technology as critical to support their mobile lifestyle”- Price Water Coopers

Latinos are mobile mavens and are using smartphones to engage with brands on a deeper level. They are more socially connected with friends and family according to the latest report from univison.com. They are actively seeking out deals and making purchases – all day long on their smartphones. Look at some of the numbers from Google, Univision and eMarketer research:

  • 81% of Hispanic mobile subscribers own a smartphone.
  • 80% more likely than their non-Hispanic counterparts to actually purchase the products they see advertised on their mobile devices.
  • 20% more likely to download and 18% more likely to video stream than non-Latinos.
  • 68% of the respondents who search at least monthly do so on their mobile devices to find the information they need.
  • 11+ hours each month watching digital video.
  • 39% more time watching video on their smartphones each month vs. total population.

What can you do? Think mobile first, then create content that is engaging, easy to consume, and helps your audience move towards their aspiration and intentions. Remember that Latino generations differ on the digital channel purpose and how they are used.

Influence:

Latinos want to hear from people like them.

Culturally, Latinos are well connected in their personal lives on and offline with influential networks of friends and family. The power of word of mouth is an influence driver to their purchase decision.

According to Keller Fay Group, Hispanics are talking about 20 more brands per week than non-Hispanics. Further, Univision reports that 79% of online Latinos have a presence on social media sites and they share 5 times more often than non-Hispanics via social media. What is more interesting is that 35% of the content they share is more likely to be clicked on by others.

What can you do? Develop a communication program that sparks conversations on and offline with content that is sharable. This can involve working with influencers to share your content or create user generated content that supports your brand, implementing a twitter chat, Google hangout or on the ground event.

Whatever option you choose to implent to grow with the Latino market, start with understanding your audience, thinking mobile first, and  answering the following questions- What do you want others to say about your brand? What are you doing to promote conversation around your brand?

 

 

 

 

Hispanic, Brand, word of mouth, marketing

Hispanic conversations are essential to brand preference

Word of mouth marketing drives 13% of consumer sales and amplifies the effect of paid media by 15% according to the Word of Mouth Marketing Association (WOMMA). What is not a surprise is the fact that Hispanic consumers are leading in brand word of mouth (WOM) conversations.  Hispanics are social by nature and by culture. For Hispanics its about the “we” and not the “I”.  Connecting with friends and family is a way to keep up with brands and current events, according to a recent study by Latina Media Ventures.

Hispanics place a really high value on community. Connecting to stay in touch, to be in the know,  and to share stories is an extension of that value. Conversation sometime referred as “el chime” that takes place over the phone, via text, online, or in-person among family, friends and the rest of the social network.

Why is this important?

Hispanics turn to family and friends for information and make decisions as a group.  According to SMG Multicultural, 57% said family and friends are the primary source of information, while 60% are influenced by their partners and 50% from their children when making decisions.  This correlates with a WOMMA study of English- and Spanish-speaking Hispanics that found that Spanish-speaking Hispanics word of mouth is highly actionable. It is likely to contain a buy or try recommendation, be passed along or lead to purchase.

Every day in the U.S. Hispanics generate 483 million brand impression via WOM and 241.5 million come are from Hispanic millennials ages 18 to 34 according to Keller Fay Group. Looking at in another way,  21% of the 2.3 billion WOM impression each day are from Hispanic conversations.  According to WOMMA study,  Hispanics engage in 110 brand conversations per week vs. 72 for the total public – 53% more word of mouth than the total public. In addition, Spanish-speaking Hispanic consumers amplify advertising  more in brand conversations than the total public (40% vs 25%) . That is a significant opportunity if you consider the following:

  • Conversations increases marketing effectiveness up to 54%, and a 10% increase in conversations resulted in a sales lift of up to 1.5% according to marketing-analytics expert MarketShare.
  • Hispanics will constitute 119 million people or 28.6% of U.S. population by 2060 and will have $1.7 trillion buying power by 2017 according to Statista.
  • Spanish-dominant are talking about 30-40 more brands per week than non-Hispanics
  • Hispanic millennials are engaging in nearly 20% more WOM than their non-Hispanic millennial counterparts.

How do you ignite the conversation? 

Give them something to talk about: Find your brand purpose and tell your story. Latinos support brands that support community causes, helps them drive their aspirations, provide a great experience, and become part of their community. Marketers should ask:

  • How does my product/brand fits into my audience life?
  • How is it helping them accomplish their goals?

Think mobile: Hispanic consumers are not only the fastest-growing demographic in the U.S., they’re also trendsetters in digital, leading the growth in device ownership and online usage. According to Nielsen, nearly three out of four Hispanics (72%) already owned smartphones, 95% of Hispanic smartphone owners used social sites and apps, and make up a growing share of mobile shoppers accounting for one in eight U.S. consumers who use their smartphones and tablets to shop.

Engage offline:  Offline events give you a great opportunity to create an experience, get Latinos together, and ignite a conversation that can be amplify online. Think passion points – music, sports, food, movies and community.  According to WOMMA, offline worth of mouth had a more significant impact on buying outcomes than social media.

Next time your are thinking about capture the hearts and minds of the Latino consumer, ask what would I like them to say about me.