With the Hispanic population reaching a whopping 60 million this year, many companies have jumped on the bandwagon that is multicultural marketing.
However, the large majority of brands get so caught up in boosting metrics that they fail to build a genuine and heartfelt connection with Hispanic audiences. From offensive translation errors to culturally insensitive marketing campaigns, a plethora of brands have done more harm than good by attempting to cater to the Hispanic population.
In most cases, the damage begins by taking things into one’s own hands; instead of consulting professional multicultural marketing companies, brands rely on their limited expertise in racial and cultural diversity, thereby creating tone-deaf campaigns that fail to resonate with their intended audience.
If you’ve been struggling to create a successful marketing campaign that effectively markets to Hispanic people in the U.S., we’ve narrowed down some Hispanic consumer myths you should toss out with immediate effect.
Don’t Assume That Most Hispanics Are Immigrants
One of the biggest mistakes that brands make when embarking on a multicultural marketing strategy is assuming that all Hispanics are immigrants. If you’ve been resorting to this stereotypical assumption, you may want to rethink things.
Research indicates that U.S. born Hispanics have largely outnumbered foreign-born Hispanics. In addition, population predictions hint toward this gap widening over the next decade.
While marketing to foreign-born Hispanics should still be a focus of a strong multicultural marketing strategy, it should not eclipse the importance of marketing to U.S. born Hispanics. Target both audiences while prioritizing U.S. born Hispanics owing to their majority.
We recommend devising and executing a multicultural strategy in English with powerful Spanish references to cater to a wide Hispanic audience. In addition, incorporate Hispanic culture, music, traditions, pop culture references, and food for an eclectic campaign that strikes a chord with the audience.
Just make sure you’re taking careful measures to avoid racial stereotyping and cultural appropriation.
Don’t Assume That Most Hispanics Are Over the Age of 35
According to a survey conducted by Pew Research Center, over 56% of the U.S. Hispanic population comprises Gen Z (ages 0–18) and millennials (ages 18–33).
While you may feel compelled to primarily target Hispanics over the age of 35, it’s essential that you make your strategy more Gen Z and millennial friendly. These generations rely heavily on smartphones, thereby helping you target them through Hispanic-friendly mobile marketing campaigns.
We also recommend marketing your campaign on social media—especially Facebook, Instagram, Twitter, Snapchat, and YouTube.
Don’t Develop a Superficial Hispanic Marketing Strategy
While you may think a quick Google search will give you a plethora of knowledge regarding Hispanic culture, language, traditions, food, music, and insights, it’s very likely that you’ll develop a superficial understanding at best.
Instead of creating a hollow strategy that fails to make an impact on your intended audience, we recommend getting in touch with professionals. Multicultural marketing companies have an extensive range of departments, specializing in diverse racial and ethnic marketing strategies.
With separate teams for Hispanic, Asian, and African American marketing, you’ll receive personalized insights that go beyond the surface and strike a chord with audiences.
With over 25 years of experience, Web Jungle is one of the leading multicultural marketing companies in the U.S. Their diverse team of marketing experts, translators, and interpreters is replete with the latest trends and insights into inclusive marketing.
With rich subjective experiences as Hispanics, African Americans, and Asians in the U.S., their team has firsthand insights into their culture, thereby helping clients create an authentic and relatable marketing campaign that resonates with audiences.
Their services also include professional translation and interpretation, multicultural video production, and multicultural graphic design.
For more information, call 419-956-2556.