Using the Internet to Reach Hispanics
A Segmented Population, With Some Common Attributes
Like any other demographic group, the US Hispanic population is not homogenous (contrary to what many advertising executives might think) and one marketing campaign does not fit all. Most U.S. Hispanics are Mexican, but others are from Cuba, Puerto Rico and the Dominican Republic, to name a few. According to a report by the U.S. Census Bureau, of the 37.4 million Hispanics in the United States in 2002, 66.9 percent were Mexican, 14.3 percent were Central and South American, 8.6 percent were Puerto Rican and 6.5 percent were from other Hispanic nations.
Most Hispanics identify with their country of origin rather than with a group name like “Hispanic” or “Latino.” Although Hispanics in the United States consider themselves part of a common ethnic group, most identify more strongly with their country of origin, and these identifications should be considered when planning a marketing strategy.
Despite their differing national backgrounds, Hispanics do share some general preferences and attributes. For example, they tend to be group-oriented and take pleasure in group outings such as soccer games, street fairs and festivals.
Hispanics are also extremely family-oriented, so marketing strategies with family values themes have strong appeal. Hispanics have close, strong bonds that often extend outside the nuclear family to include grandparents, aunts, uncles, cousins and even non-family members. Their families are likely to be tri-generational, with grandparents playing an integral part of the family unit. (So, for example, when casting a Hispanic family in advertisements, it might be wise for marketers to include grandparents in the campaign.)
Both Honda and Ford have been able to tap into this dynamic, creating successful family-oriented campaigns geared specifically towards Hispanics. For example, when looking to reach the Hispanic market, Honda touts the sedan version of its Accord, rather than the sportier coupe. And Ford emphasizes its Focus as a small, reliable family vehicle when marketing to this segment, while in other markets it pitches the car as a fun-to-drive vehicle for young adults.
In addition to having strong family values, Hispanic customers also value humor and laughter. Hispanics may playfully tease each other about their physical attributes in a way that is considered endearing, not demeaning. These are the types of cultural preferences that marketers must be aware of when targeting the Hispanic community.
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