If you want to start an online marketing campaign targeting Hispanic people, there is a lot you need to know. In fact, if you are not even remotely Hispanic yourself, you need a crash course in the facts of this subsection of the U.S. population before you can even begin a Hispanic marketing campaign. The following facts should help you get started.
There Are about Sixty Million Hispanics in the United States
Sixty million seems like a lot, until you realize that sixty million is about three major cities' worth. In 2014, there were about 55 million, and the population has grown very slowly over the last few years. If you are going to market to this group, you have to know where the population is most heavily concentrated in order for your ethnic-specific campaign to be successful.
Your Marketing Has to Be in Multiple Dialects of Spanish
It is not enough to place all of your advertising in Spanish and/or feature Hispanics in commercials. There are multiple groups from different Central American/Latin American countries, and each has its own dialect of Spanish. If you really want to appeal to all of them, regardless if they come from Mexico, Cuba, Panama, Belize, or Guatemala, create advertising in their own dialect of Spanish. If you are not sure how to do that, hire a linguistics expert or hire people from each of those countries as language consultants.
Hispanics Are Not Latinos, Latinos Are Not Mexicans
Nothing riles tempers more than saying that a someone from country is from a different country or area. Latinos are from Latin (South) America, Hispanics are from Central America and the related islands, and Mexicans, well, are Mexicans. You cannot market your campaign toward any of these groups and then make the mistake of mixing up their racial and ethnic identities because it is considered culturally insensitive. To show cultural sensitivity and an understanding of diversity, you have to know the many differences and nuances of each of these groups. Again, this is where hiring cultural consultants or ethnicity experts will definitely come in handy.
Understand That Not All Hispanics Have Access to Computers
Online marketing is great, but given the fiscal disparity among the races and cultures in this country, you have to understand that not all Hispanics have access to computers. Create the online marketing for those that have computers or have access to computers. Then create offline marketing to those that do not have access to computers. You will reach more people that way.