How to Win Hearts of Hispanic Millennials with Mobile Marketing

October 31, 2016

By Isabel Rafferty

It's no secret the Hispanic market has become an attractive segment for global and local companies, due to its size. Per Nielsen, the U.S. Latino population will reach more than 119 million people by 2060. In addition, it has shown a significant rise in their purchasing power, which will amount $1.7 trillion by 2020.
Brands like AT&T, McDonald's, Toyota and Walmart, have executed important marketing campaigns targeting the Hispanic population in the United States, which have greatly improved their business results.

On the other hand, Hispanics stand out as heavy users of mobile devices.

While the mobile penetration is similar among different segments of the national population, bilingual Hispanics use them more than 762 minutes per month, in contrast to the average population spending 510 minutes a month, according to Nielsen Mobile Insights study.

That's key to leverage mobile marketing to engage with the Hispanics, but how to achieve this with success? Here are some recommendations:

  1. "Content is king, but context is god." This phrase from Gary Vaynerchuk, CEO of VaynerMedia, explaining that to reach the Latino market, brands should know how they consume media and keep in mind the passion points of content.

    This way, marketing managers can define which media and language should be used to communicate effectively. For example: If a Latino wants to cook some delicious enchiladas, this person will look for recipes in Spanish to find an authentic one. The same goes for watching a soccer game, which is an activity with strong cultural connections.

    Hispanic families have always watched it in Spanish, and they will continue to do so. There are also contents that Latinos prefer in English, such as financial transactions, medical topics, technical information or football.
  2. Culture can be more relevant than language. The proper translation of Spanish is important, but the cultural meaning is more powerful. Cultural relevant ads are more significant (most of the times) than Spanish ads without a cultural background

    By incorporating cultural cues to campaigns, brands show Latino audiences they are relevant. For example, the campaign that Acento created for WellsFargo focused on the Hispanic millennial market is in English, but it incorporates the importance of family. Target and McDonalds have also been innovative in creating successful campaigns in English that are culturally relevant.
  3. Use technology to improve accuracy. If you want to reach Hispanics with English content, it is important to work with a media company that has the technology and rich data necessary, plus the ability to sub-segment according to preferences and buying habits. Determine which mobile applications are used, which places are visited, what information is searched.
  4. Break the mold and target. Grouping the Hispanic population is convenient to join forces and simplify communication efforts, but it doesn't always work. It is important to remember that the Hispanic population in the United States has different countries of origin, which is why advertising messages should be adapted to improve its effectiveness.

    Also age is important, millennials act different from the first generation that came to the U.S., just as there are differences between those who arrived recently and those who were born here.
  5. Get juice from mobile video and social media. Hispanics are avid consumers of this kind of content, more than the average population. Mobile video gives them the freedom to consume the content they want without relying on what their family wants to watch on television.

    In addition, Latinos are social by nature, so social media is perfect for brands to communicate with them. There is no better example than our partner "Yo amo los zapatos," which is a top page on Facebook engagement. The content is in Spanish and created for Latinas who love to share interesting information with their friends and family. Joining platforms as "Yo amo los zapatos" help brand be part of these discussions.

Like all consumers, Hispanics are looking for more than just products or services, they want experiences that impact their lives in a positive and personalized way. What is more personal and effective than mobile?

Source

"How to Win Hearts of Hispanic Millennials with Mobile Marketing." MediaPost, 10/31/16.

Comments   1 comment(s)

Argelia Martinez November 8, 2016 10:06pm ET

Excellent points, Isabel!

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