Outreach Hispanics Using Digital Media

Hispanic Digital OutreachAccording to a 2012 Nielsen report, “Hispanics are the fastest growing ethnic segment, expected to grow 167 percent from 2010 to 2050, compared to 42 percent for the US total population.” The report also found that Hispanics “will be the dominant and in many cases the only driver of domestic CPG sales growth.” The Hispanic market is expected to grow to $1.5 trillion by 2015.

This is the reason why you need to know how to appeal to Hispanic Market segments.

To outreach Hispanics, hyper-local strategies will be required. A good way to go is engage with customers targeted through social media and on the street and then guide them to a web store or local retail store location.

Language is another key element. Hispanic immigrants who have recently arrived in the United States may prefer Spanish. However, a second- or third-generation Millennial with Hispanic parents may speak mostly English, and Spanish language skills are very basic. In either case, you are reaching a US-based Hispanic.

Devices are also an important element because Hispanics are far more likely than non-Hispanic people to access the Internet via their phones instead of a computer.

Content must be funny and entertaining. You can find a genius example of a very creative way to advertise to the Hispanic segment in the following video. The daily short segment called Sin Filtro is published by the Puerto Rico local newspaper, Primera Hora. The TV personality, La Burbu, is very popular in the demographic between ages 18-45. This funny daily segment broke all viewing records since the first day on air. In the video embed you will see how she placed an ad before the clip ends and it is so personalized that you can’t escape…

The following video presents a new trend in Puerto Rico Chinchorreando, a term used to describe food and drink routes in Puerto Rico with multiple stops where you eat, drink, and enjoy the scenery until the next stop. The full website is sponsored by a new brand of beer in the market and presents stops on the route.

Hispanic culture is all about happiness, music, dancing, colorful images, and food. For example, smell is an important part of the cooking process, you can’t chop that out. To captivate this market you need to bring all the elements Hispanics love into your content, videos, and promotions. Once Hispanics fall in love with your proposal the honeymoon begins.

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