Marketing communication plans are crucial to reaching potential Latino consumers and a well-planned advertising/promotions campaign could result in positive ROI. However, marketing to Latinos should go beyond marketing communications. The marketing plan should look at all moments of truths, from products to services, to be designed, created or adapted for cultural relevancy and social context experience.
From a marketing perspective, it makes a big difference whether Latinos are new immigrants or more acculturated and whether they in live in more established areas such as Los Angeles or high-growing Latino markets such as Baltimore. Their marketing maturity, media consumption, and purchasing patterns differ considerably
Although Latinos in general share the same cultural values—community orientation, authority, religion, respect, and family— these values vary from country to country and within a county between rural and urban centers. These values are passed from generation to generation but are weakening as the younger Latino generations are integrated into mainstream America.
Furthermore, the social context and ethnic networks where Latino live influence the adaptation of new values, beliefs, attitudes, feelings, and needs regarding different products and services. External factors, such as geographic region, immigrant acceptance, and labor markets increase the reliance on personal networks and brand loyalty.
Latinos are a collective culture – a culture that likes to share and engage with immediate family, extended family, friends and business and brands. Each product or service experience builds credibility, trust and loyalty towards the company or brand. If the experience is positive, the brand or product becomes an integral part of their lives. On the other hand, if it is negative, it becomes a topic to share among family and friends.
Therefore, a company that takes into consideration all these different factors understanding the differences in values and beliefs between new immigrants and more acculturated Latinos, their social context, and engagement preferences provides a window of how to better develop communications, products and service experiences to reach this diverse community.