Why a digital marketing strategy can’t ignore the growing Hispanic population

When it comes to marketing and advertising, budgets have been shifting toward digital platforms at the expense of traditional media for many years now.

Whether targeting consumers through mobile devices, social media, paid search or other means, the Internet’s projected share of U.S. ad spending in 2018 was about 38 percent, according to AdAge.

In fact, U.S. internet ad spending passed TV in 2018, making internet the biggest ad medium, according to a report fromad agency Zenith. It forecasts media ad spending to grow 3.3 percent to $204 billion in 2019.

At the same time, One out of every two people added to the U.S. population in the last several years was Hispanic, and Hispanics account for more than $1.5 billion in purchasing power. Hispanics are growing faster.

Companies shifting advertising budgets toward digital marketing are wise to seek ways to ensure these two trends.

Let’s begin with the fact that Hispanics are the most active group on social media, according to Pew.
About 72 percent of Hispanic have used at least one social media site, a rate higher than that of whites and blacks, which are at 68 and 69 percent, respectively.

Smartphones are the mobile device of choice for Hispanic women. Eighty-eight percent of Latinas say they own a smartphone, and they are 15% more likely than non-Hispanic white women to own such a device, according to the report titled Latina 2.0.

How then can companies, especially those with smaller budgets, effectively target Hispanic consumers via digital advertising?

Here are some recommendations:
• Social Media — While Instagram has a higher percentage of Hispanics, look to Facebook as a primary social media platform. Facebook allows for targeting via specific demographical profiles and in Spanish, if that’s the preference, and great tracking.
• Pay Per Click — Bidding wars for ownership of specific keywords are not apparent in Spanish. Spanish keywords are available at a fraction of the cost of English keywords and with minimal or no competition.
• Good Content — When it comes to connecting credibly with Hispanics, look beyond language. Whether a message should be in English or Spanish is secondary to whether the message is culturally-relevant to the Hispanic market. Messages must resonate with Hispanic consumers. Spanish content does help tremendously, however, in establishing credibility with Hispanics and with Spanish-language search engine optimization.
• Mobile — Ensure your website is mobile responsive and Spanish-language content, again, will support Spanish-language mobile search engine strategies.

The most important recommendation, however, is to at least take the first step and go for it, here at Vaquero Advertising we are waiting for you, we have a specialized team that will take you step by step to develop the best digital strategy for your brand. Choose Vaquero Now!

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