Most of us are aware of how fast the Latino community is growing in the United States. 2010 Census statistics state that the Hispanic population makes up 16.3 percent of all people in the country and that this ethnic group is growing at a rate that is faster than all others. Additionally, 10 percent of all purchases come from individuals who belong to this particular ethnic group. By the year 2015, Hispanics in the United States are expected to spend approximately $1.5 trillion in the consumer market.
Marketers and business owners need not merely dismiss these statistics. The Hispanic population does not see themselves as a minority. Rather, this group of people feels that they are part of society as a whole. If entrepreneurs and marketers wish to produce content that is culturally appealing to Hispanics, then it is important that they understand the factors that contribute to Hispanic economic and demographic growth.
The Importance of Heritage and Family
There are two core values that Latinos hold in high regard, and these are their heritage and family. These values transcend all Latin American groups, no matter where they are from or which language they speak. Marketers who wish to construct content must keep this fact in mind as it concerns Portuguese-speaking Brazilian people, as they also are a part of Latin American culture.
Some may not believe this, but family is the primary motivation for economic growth among Hispanics. Because family is so important to people in this ethnic group, they believe in working hard to provide an outstanding future and good quality of life for their loved ones. This is a value that has been passed down from generation to generation, and strongly holding onto this ideal is evidence of their strong attachment to their heritage. Since their family ties are so close, Hispanics are careful to observe traditions that relate to their culture. This careful observation of cultural traditions causes younger generations of Hispanics to give honor and respect to their heritage.
Observe the Diversity among the Hispanic Group
There is richness in cultural diversity among Latin Americans. Unfortunately, marketers used to ignore this fact when they tried to reach Hispanics in their marketing campaigns. Marketers thought that if they produced marketing materials in Spanish, they could reach all Hispanic groups. While it is true that Spanish materials are appealing to people of Hispanic origin, since Spanish is spoken in most Hispanic households, it is not the only thing that is needed. Other factors come into play when trying to reach this community.
In 2012, the Pew Hispanic Center conducted some research to determine which cultural groups made up the Hispanic community as a whole in the United States. It was discovered that individuals of Mexican heritage constituted most of the population, as they consisted of 64.9 percent of Hispanics living in the United States. Puerto Ricans made up 9.2 percent, and Cubans seemed to only constitute 3.7 percent. Of course, these statistics do not truly represent all Hispanics living in this country, as there is no information reported about people whose roots can be traced back to the Dominican Republic, El Salvador, Guatemala, Honduras, Colombia and any other Latin American country that was not mentioned in the findings. While all of these people are from Latin American nations, there are cultural differences that set them apart.
Crafting the Content
In an effort to reach vast quantities of Hispanic people, marketers have created a new type of media to get the word out about various products and services. The goal for these marketers is to make the message general enough so that it applies to a variety of Hispanic subgroups. In doing this, careful research is done on the cultures of every subgroup, so the content will be appealing and compel readers and viewers to act.
While Portuguese and Spanish are vital to use when marketing to people in the Latino community, it is essential to remember that this audience is bilingual. Latinos in the US speak their native languages while at home, but they converse in English while they are working, at school or participating in other activities outside the home. Professional marketers who are used to marketing to Latino audiences know what sort of inflection, imagery and style to use when crafting their content, whether they decide to produce it in English, Spanish or Portuguese. Not to mention, marketers must keep cultural sensitivities in mind.
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ABOUT THE AUTHOR
Sebastian Aroca is an entrepreneur and a customer centric professional. He co-founded Hispanic Market Advisors, a company that offers Spanish SEO and English to Spanish translation services. Sebastian has over 10 years of professional experience managing regional customer programs and client acquisition strategies in the areas of sales and marketing communications, primarily for the U.S. Hispanic and Latin American & Caribbean markets.