It might be hard to believe, but the holiday shopping season is upon us. You may be eager to implement your holiday strategy after months of careful planning, but it's important not to overlook one key component: marketing to Hispanic consumers.
ThinkNow Research noted that the Hispanic market has been very receptive to advertising in recent years, and one-third of Hispanic shoppers will spend more this holiday season than they did last year. Here are three steps you can take to make the most of this marketing opportunity.
Research has shown Hispanic customers to be a largely mobile-first group. Last year, an eMarketer report indicated that 57 percent of individuals in this demographic use smartphones to purchase items online — more than any other ethnic group. Though you may run some broad-based mobile campaigns as part of your online strategy for the holiday season, consider creating some mobile marketing that speaks specifically to Hispanic shoppers.
Connect With Millennials
According to MarketingLand, more than 40 percent of the Hispanic-American population falls into the millennial demographic. Additionally, Viant found that this group makes up a significant percentage of the $1.5 trillion overall purchasing power of U.S. Hispanics.
While you may have a product or service that appeals to a wide range of ages, it's important to devote some of your budget to connecting specifically with Hispanic millennials. Lionbridge noted that while this demographic still has a deep appreciation for their own culture, they have adopted many American customs, and you should speak to them differently than you would to older generations.
Make an Effort to Be Bilingual
Much of the Hispanic demographic is fully fluent in English, but that doesn't mean they don't appreciate being spoken to in Spanish, as well. According to research reported on by Forbes, 82 percent of bilingual — and 60 percent of English-dominant — Hispanics surveyed think brands should use marketing in both Spanish and English. In addition to potentially reaching a greater audience, bilingual content shows customers that you care about their preferences.
Marketing to Hispanic consumers is important all year long, but marketers should definitely try to prioritize this group during the holiday season. Even if your original strategy didn't include measures to specifically reach this demographic, there's still time to seize the opportunity.