As the U.S. Hispanic demographic continues to grow
, companies are learning that they need to diversify their marketing efforts. This demographic is about 17 percent of the U.S. population, and streams more content via digital platforms than any other. To reach them effectively, marketers should know how U.S. Hispanics want to be communicated with and how they will respond to messaging.
Using Spanish language content will only get brands so far with the U.S. Hispanic market. They have a different culture than the rest of Americans, so engaging with them requires an understanding of cultural nuances that go far beyond language barriers. Culture embodies a series of values, preferences and ways of life, so the advertising strategy will need to acknowledge these cultural matters.
For example, a Dallas-based pizza chain saw declining sales during the Catholic season of Lent. The company realized that many of its Hispanic consumers were devout Catholics and didn’t eat meat on Fridays during Lent. The pizza chain adjusted its strategy and was able to increase sales by running specials on meatless pizzas. This is why intentional marketing and big data are such an important part of your U.S. Hispanic marketing efforts.
To optimize your U.S. Hispanic outreach, implement intentional marketing as a means to proactively think about what their needs are and how you can address them appropriately. For example, I own a call center and to address intentional marketing and optimize our website, I have to understand that our customers are looking for general information about call centers. Instead of publishing content exclusive to my call center, I can drive more traffic and build our search ranking by publishing content that teaches consumers about general call-center services. Understanding what your U.S. Hispanic customers are trying to learn about a service is one way to improve website traffic.
Big data, on the other hand, allows you to identify specific categories that U.S. Hispanic consumers are interested in. Big data goes beyond demographics to look at behavioral variables. Through cluster analysis segmentation, big data companies such as Nielsen, Acxiom and Experian have identified groups of consumers that have behavioral and lifestyle commonalities. Cluster analysis segmentation can also indicate the preferred brand of consumers in different clusters.
For U.S. Hispanic marketing, big data can provide additional insights about this diverse population. For instance, who the heavy transactors are (i.e., people who spend regardless of how much money they have) and who the “technoinnovators” are (i.e., people who want new tech products the minute they’re released). Variables such as “urbanicity” are also analyzed so that marketers can understand how clusters of customers living in the suburbs of Atlanta are different spenders than those in Manhattan, even if they’re in the same lifestyle stage.
[ Source :- Emarketingandcommerce ]