It is obvious that we have to improve our marketing online and our publicity to reach this market. Advertising in the Hispanic market has increased rapidly, and our emarketing has to develop to focus in this sector of population. For us as spanish speaker maybe it is easily but we don not have to forget some cultural differences.

First at all some issues:

  • “Hispanic” is the preferred term of U.S. advertising and marketing companies that are owned and operated by Latinos and Latinas.
  • The Generation Ñ is the 18- to 38-year-olds who make up the largest segment of the U.S. Latina and Latino population.
  • Hispanics have become the largest minority in the United States. There are areas in the U.S. where Spanish is the predominant language.
  • The Hispanic population is now over 50.5 million and it is increasing rapidly. This represents about 14 percent of the total population of the United States. According to the U.S. Census Bureau, this percentage will double by the year 2050. It is also projected that the Hispanic purchasing power will top $1 trillion in 2007.
  • Economically, the 2010 U.S. Census revealed that between 2002 and 2007, the number of Latino-owned businesses grew by 43.7 percent, which was twice the national average. By 2007, the 2.3 million Latino-owned businesses generated $345.2 billion in sales and employed 1.9 million. The Immigrant Policy Center has a project that allows you to see how U.S. Latinos, Asians and immigrants contribute towards your state’s economy.
  • Hispanic media market explosion is led by television advertising at a national and network level, which has seen growth of nearly 74 percent over the past five years. There are 500 Spanish newspapers and 150 magazines in the United States.
  • According to estimates from The Nielsen Company the Hispanic TV audience in the US is growing faster than the TV audience for the total population, which also shows a continued increase of Hispanic TV homes (2.3%) compared with total US TV homes (0.3%) for the 2009-2010 TV season.
  • Advertisers spent more than $3.3 billion to market products to U.S. Hispanics in 2005, a 6.8 percent increase from 2004.
  • Projections to 2010 report highlights the latest research on the top Hispanic DMAs, the top advertisers in the Hispanic market,purchasing power by language preference, and top Hispanic ad agencies, as well as trends in radio, television, print, and Internet advertising to reach Hispanics said the U.S. Hispanic Media Market. We must be careful not to treat the Hispanic sector as mono linguistic and homogeneous. Recent data suggest that Hispanic consumers differ in terms of language preference and media use, owing mostly to differences in education, occupation, income, and nativity. We already know that is not the same Argentina or Chile or Peru. But we have to care about these differences in our marketing plan and publicity. Specially in our online publicity. In order to maximize or ROI we have to decide previously which  segment is our target and create our campaigns for them.
  • The Hispanic online market has achieved critical mass: 20 million in June, 2008, has sustained strong growth: More than 3.5 million new Hispanic users came online between June 2007 and June 2008, representing 21% growth vs. 6% general market growth during the same period. And has been classified as an “upscale, mass market”: Online Hispanics are more affluent, more educated, and more acculturated than the aggregate Hispanic population.

More facts about Latinos on the Web:

  • More than three quarters of the online Hispanic population (77%) use the Internet to learn about brands of products (vs. 59% in 2004).
  • Seventy-five percent (75%) of online Hispanics use the Internet to learn about brand features or benefits (vs. 61% in 2004).
  • Seventy-two percent (72%) of online Hispanics use the Internet to compare prices of products (vs. 59% in 2004).
  • The average Hispanic Internet user is male, 32 years old, and has an average annual income of $51,600.
  • Approximately half of the Hispanic American Internet users are Spanish-dominant (Spanish is the primary language used in their homes).
  • Around 74% connect to the Internet every day and 78% access the Web at home.
Conclusions and recommendations:
More than two-thirds (68%) of online Hispanics consider the Internet to be the best source in making final brand decisions, making it the most relevant medium for marketers. It is a market that, as I indicate at the beginning, is growing and it will be one of the most important in USA in the near future. If we want be able to sell to them and influence them we have to distinguish between diferents groups and nationalities. Hispanic sector is not as mono-linguistic and uniform as we used to thought. We have to create publicity and contents to them. Before we start to change our marketing online and publicity we must determinate our focus and considers who is our segment.

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