Hispanic Digital Marketing News: The Top 6 Trends you Need to Know in 2020
Maya Rector • Apr 28, 2020
As the U.S. becomes an increasingly multicultural country, businesses are recognizing the importance of multicultural marketing to reach this rapidly growing population. While this type of marketing used to be seen as optional, it’s becoming more and more essential for marketing campaigns to include multicultural marketing segments especially as major officials, brands, and industries are advocating for diversity and inclusion. Stay ahead of the curve by checking out the latest 2020 news and trends below.
1. Multicultural Media Spending is Continuing to Rise - Especially via Digital
Trying to figure out your target audiences as you map out your marketing plans? With multicultural ad spending projected to increase
over 6% in 2020 for a grand total of $28.7 billion dollars, it’s an avenue worth considering. While the multicultural category includes various demographic segments in the U.S., the Hispanic segment is seeing the most growth with a 5% share in spending (roughly $17.94 billion).
Choosing a channel for your marketing strategy can be overwhelming. Take some of the confusion out of the equation and note that multicultural spending increases of about 11% are going towards digital platforms via social marketing efforts and content marketing. If you’re looking to branch out into multicultural marketing, digital avenues are your best bet.
2. Media Really Does Matter, and Positive Representation Fuels Consumer Behavior
A recent survey
conducted by The Female Quotient, Ipsos, and Google set out to ask: Does inclusive marketing have a positive effect on consumer behavior? The results showed that the answer is yes, so much so that consumers even considered themselves more likely to consider using products or services from companies that included diverse and inclusive advertising in their marketing plans. Of the group asked, 77% of Millenials and 85% of Latino consumers echoed these sentiments.
That being said, if your local market has a large or growing Latino population, you could be missing out on a receptive audience by not including more diverse marketing and messaging in your business’ campaigns.
3. Representation is a must-have - and it’s an Emerging Focus across Industries
Representation not only matters in the ads people consume, but also in the shows and movies they choose to watch. For instance, historically, Latinos have lacked access to major Hollywood roles and executive positions. This has resulted in a lack of accurate representation despite the growing number of U.S. Latinos. In a recent statement, the mayor of Los Angeles (Mayor Eric Garcetti) spoke out about a novel initiative to combat this issue and provide Latino talent across the entertainment industry with opportunities, with an overall goal to double Latino representation in Hollywood by 2030.
The star-studded list of supporters from Eva Longoria, J.J. Abrams, Zoe Saldana, and others - plus initial funders including the Annenberg Foundation, WarnerMedia, and Endeavor Content, have made it clear that major industry players are banking on Latinos. Latina actress and advocate Eva Longoria stated, “As a Latina, I want to see more actors who look like me onscreen and behind the camera.” With powerful government officials and entertainment industry powerhouses behind Latinos, representation is a hot topic that isn’t going away anytime soon.
But that’s not all. Latinos are also making a mark in the world of sports, music, and media - which was clearly demonstrated in the 2020 Super Bowl’s Hispanic focus. Javier Farfan, the NFL’s Cultural Marketing Strategist, emphasized the importance of Latino consumers in the U.S. when he explained, “We have to be culturally relevant. As you think about our fan base continuing to grow and look at the future, the growth is going to come from the Latino fan. The halftime show — we partnered with Roc Nation and Pepsi to pick these two Latina women because they talk about the spectrum of who a Latino is in this country. One sings in Spanish, another sings in English. One born here, one born in Colombia. It was the perfect mix.”
4. Hispanic Multicultural Marketing must also take Multigenerational Marketing into Account
When it comes to Hispanic multicultural marketing, businesses need to consider the influence of various family members and how this can affect purchasing decisions within multigenerational households. Since several generations can live under the same roof, engaging with brands along the purchase journey can fluctuate among younger and older family members, and both English and Spanish languages.
A prime example of this can be seen in the ELF (English-language-first Latino), who was either born in the U.S. or immigrated before the age of 10. These individuals are bilingual, bicultural, and highly influential within their families as translators and interpreters - which even trickles down to interpreting brand options and boils down to which products their family purchases.
Digital campaigns are optimal for this young group, and Spanish-language advertising comes in handy for their Spanish-dominant relatives. It’s important that pages are tagged across all languages to get a better idea of the consumer journey - just because someone landed on a Spanish or English version of your site doesn’t mean that it’s the only one they visited. Make sure you’re able to get the full picture!
5. It’s not just about Diversity - it’s also about Inclusion and Accessibility
Diversity is a given, but how can you be more inclusive to make sure that your campaigns are accessible for all people? Other than accounting for language and cultural preferences, accessibility is a major topic in 2020. With an array of advanced technologies and solutions available, why not use them for inclusive purposes? Many well-meaning marketers and business owners alike often fail to take into account that good marketing campaigns don’t mean much if they aren’t accessible to all members of their audience.
Consider this: 1 in 6
U.S. Hispanics have a disability, and 73% of all individuals with disabilities will leave a page immediately if it isn’t accessible. This is not only discouraging for these individuals, but it also represents missed brand and business opportunities when engagement numbers could have otherwise been higher. Accessibility
doesn’t have to be complicated - simply captioning videos, including transcripts, and ensuring that your content and websites are user-friendly are small steps that can make a big difference.
Because consumers are people of all backgrounds and abilities, it’s important to remember that everyone ultimately wants to be a part of the conversation and have access to information.
6. The Younger the Generation, the More Multicultural
According to the U.S. Census Bureau, the percentage of Latinos in each generational segment is comprised of 35% Gen Zers, 27% Millennials, followed by 19% Gen Xers and only 14% Baby Boomers. Due to the Latino population’s
largely Gen Z and Millennial audiences, it’s crucial that marketing efforts towards Latinos keep their preferences and consumption patterns in mind now and in upcoming years.
Recognizing that both Generation Z and Millenials are a digital-first audience, it’s key to take personalization into account for more effective advertising. Making sure that sites are mobile friendly and that apps are easy to use are great first steps. Take it even further by tailoring social media marketing efforts not only to your business objectives, but also to their preferences. If you’re not super familiar with Instagram, Twitter, and Snapchat, the time to educate yourself is now. Visual content will go a long way with this Latino audience, as will weaving English and Spanish together authentically to acknowledge their culture.
In conclusion …
With multicultural audiences on the rise across the U.S., it doesn’t hurt to consider adding a Hispanic multicultural marketing component to your overall marketing mix. Keeping up with upcoming trends in the multicultural marketing world will not only keep you up to date with current events, but it also has the added benefit of maximizing your business’ messaging - so you can maximize the results that matter to you.
Want to learn more? Feel free to contact us or find a location
near you today.
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