Introduction
The Hispanic community in the United States comprises an increasing population. Their steady increase in the population influences their consumer purchase by a significant percentage. Companies looking to advertise their products in the United States cannot ignore this potential market. However, these companies must develop marketing strategies that understand the opportunities and risks of selling to this population. Efficient methods must appreciate digital marketing techniques, and marketing strategies must define the types of materials used by marketing professionals for this population. This paper discusses the best approach to marketing campaigns targeting the Hispanic community.
Analysis
There is a massive shift in consumer power in the United States. According to recent statistics, the highest population consuming products in the United States are Hispanic, African and Asian Americans (Sutton, 2020). The 2010 census recorded an increase in the number of people in the United States Hispanic by 56% and estimated that this number might increase further in the future (Sutton, 2020). The purchase rate among the Hispanic population increased by 86% between 2015 and 2021, reaching approximately $1.5 trillion in purchases. Furthermore, 70% of this population uses smartphones and tablets instead of the desktop and laptop computers used initially (Sutton, 2020). Most of the members of this community have embraced digital communication through the Internet. Therefore, these figures give appropriate data for marketing strategies and creating advertisements targeting the Hispanic American population. The statistics are pieces of evidence proving that the population provides room for marketing and business growth. Marketers looking to increase sales can use the stated figures to create marketing campaigns for products to increase sales.
The increased consumption rate among Hispanic Americans is due to increased annual household income. Most Hispanic families realize huge annual households due to their proper education levels. Many Hispanics are educated and have high education levels, implying that they have well-paying jobs to sustain them (Sun, 2020). Most of them joined the mainstream educational system because they were born in America and graduated from high school to college. The Hispanic community comprises various groups speaking various languages; it is a bilingual society. These language groups have distinct cultures and beliefs; therefore, advertisements must comply with these cultural practices (Smith, 2019). The fastest-growing population of Hispanics is the millennials; these people were born in the United States and practice American values. Therefore, the buying decision of the Hispanic people is heavily influenced by the information they see on the internet, their culture, and the influence by others.
Marketers trying to reach Hispanic people often place advertisements on television; however, mobile marketing and other digital competitions are expected to increase. This type of communication is growing fast in this population. According to recent studies, a Hispanic person spends an average of 8 hours monthly watching online videos over 90 minutes (Sutton, 2020). This implies that marketers should consider employing video content for marketing in the population. With all this evidence about the Hispanic people, the community allows business growth through proper marketing strategy. Marketers, therefore, should move with speed to seize this population that presents a favorable business environment.
Solution
Advertising companies looking to increase sales must move fast to tap the growing population of Hispanics. Companies must use various digital platforms to engage this audience since many people have accepted digital communication. However, placing a marketing campaign targeting Hispanics requires special considerations. The Hispanic community is a bilingual society; therefore, marketers must appreciate the cultural values of each group, and the marketing campaigns must be based on varying cultural, generational, and regional differences (Alves et al., 2020). Advertising companies must also question social media usage among the community by identifying the most common and active digital platform utilized by the people. A strategy that uses mobile devices and web-based platforms is essential since many Hispanic Americans have adopted digital media.
The online advertisement should be part of the marketing strategy for businesses targeting Hispanics. This type of communication is growing fast in this population, ad these businesses should have websites, mobile apps, and social media pages to conduct digital advertisements. The campaigns must be placed depending on the product and the target groups (Smith, 2019). For example, it would be best to use social media videos when advertising for the young population, as a higher percentage can access online digital content. Most of youths use Facebook as a social platform compared to other platforms like Twitter (Smith, 2019). Other unique marketing strategies that companies can use include; utilizing multilingual content and incorporating cultural elements of the Hispanic people to attract attention. Finally, an effective advertising plan should collect data and analyze it to reach the target population (Alves et al., 2020). Companies should create training materials for professionals that target this audience, and the materials should clearly state the preferences of Hispanic groups, their cultures, and beliefs. These materials should provide the best understanding and implementation of the strategy that helps marketers attract attention and engage the Hispanic-American population.
Justification
Social media advertisement is critical among Hispanics. The figures show that digital campaigns thrive well in selling products to the Hispanic population. The movements done on Facebook reached 82.1%, while the ones placed on Twitter gained 49.3% of the target population (Pohl et al., 2019). According to the data supplied, there is no difference between Google and Apple users, proving that any marketing campaign must play on Android and IOS. The Hispanic people use mobile apps and digital media compared to non-Hispanic people. Most internet users are youths of age lower than 35, and 80% of the adults also have smartphones that they use for Internet access (Pohl et al., 2019). The rates of internet subscriptions among Hispanics are higher than mobile subscriptions. The 2014 statistics showed an increase in the use of Google products by Hispanic people compared to other communities (Pohl et al., 2019). Hispanics are the highest number of people making online purchases in the United States; this makes digital marketing a critical topic in creating a marketing strategy for the population.
Conclusion
The increasing Hispanic population presents an opportunity for marketers to advertise their products. However, only organizations with proper marketing strategies can sell their products to this population. The Hispanic population is comprised of several language groups, each with distinct cultures and beliefs; this makes it harder to place a marketing campaign without a strategy. For a company looking to increase sales of products, it would be essential to establish marketing campaigns that appreciate these cultural practices and the diversity of Hispanics. In addition, many in this community have embraced digital media; therefore, companies looking to advertise should employ digital marketing strategies.
References
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Smith, K. T. (2019). Mobile advertising to Digital Natives: preferences on content, style, personalization, and functionality. Journal of Strategic Marketing, 27(1), 67-80.
Sun, S. (2020). Who can access the “good” jobs? Racial disparities in employment among young men who work in paid care. The ANNALS of the American Academy of Political and Social Science, 688(1), 55-76.
Sutton, S. (2020). Gentrification and the increasing significance of racial transition in New York City 1970–2010. Urban Affairs Review, 56(1), 65-95.