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10 experts weigh in on marketing to U.S. Hispanics

May 06, 2008 | Internet Marketing

Marketing to U.S. Hispanics brings many challenges, including the multitude of countries of origin, levels of acculturation and usage of Spanish, English or both languages.

Without question, U.S. Hispanics have become very important among marketers not only because of their sheer size (44 million Hispanic consumers according to the 2006 U.S. Census data), but also because they will grow to 105 million by the year 2050. As this generally younger audience makes brand decisions, U.S. Hispanics represent an opportunity for many marketers to grow their business among a relatively underserved market, which is more open to product suggestions.

At the same time, marketing to U.S. Hispanics brings many challenges, including the multitude of countries of origin, levels of acculturation and usage of Spanish, English or both languages. In addition, Hispanic internet penetration is still quite low relative to the overall U.S. population (but much higher than in countries like Mexico). eMarketer says that 20 million Hispanics are online today, growing to 24 million in 2011.

The complexity of reaching this audience can intimidate many marketers as the potential for making mistakes is high. Fortunately, new online targeting technologies have ushered in a new chapter: marketers can now grow awareness and sales among U.S. Hispanics, overcome the challenges and create effective marketing campaigns that segment their target audiences correctly with measurable results.

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