Hispanic Market Segmentation – A Critical Advertising Opportunity

Multiculturalism in the United States is swiftly becoming a motive to change US consumer definitions. Marketers today are facing a dilemma, one in which they are trying their best to target an audience that not only does not fit into the category of the “general market,” but is different from their own tastes and customs. This can be one of the most challenging aspects of marketing. The Hispanic market segmentation has a much different need than the general market of non-Hispanic whites. The demographics of the US are becoming increasingly more varied, so the knowledge of how to market to culturally diverse audiences is becoming increasingly critical to any business that wants to tap into the buying power of US Hispanics.

One big mistake marketers targeting the Hispanic market segmentation can make is grouping this culturally diverse segment into one solid block of people. The category of Hispanics is not homogeneous, a fact that many beginning Hispanic market advertisers fail to realize. Acculturation, language preference and country of origin are all factors that create several sub-levels of the Hispanic segment. With this ethnic segment leading the way as the youngest trend-setting market in the US, the current position of neglected advertising focused to them is in poor standing.

As a US marketer, it is imperative for you to begin focusing on this influential demographic now, while the shift is still unknown to some. By fronting the marketing shift trend, you will have a leg up on your competition. Since the Hispanic ethnic group is so diverse, it is important to target those within that group you are reaching out to. Really the only things that unifies this marketing segment is the Spanish language. When surveyed about the effectiveness of advertising, 38% of Hispanics said English language ads were less effective in terms of recall. When it comes to selling, 56% of Hispanic adults said they respond better to Spanish advertising.

As marketers make the switch to a greater focus on Hispanic market segmentation advertising, it is imperative that you do not simply have English ads translated into Spanish. Direct translations rarely work, especially in terms of clichés and punch lines. You could end up appearing ignorant and laughable to a Hispanic rather than an accredited source for them to do business with. Emotional and cultural relevance are the solution to marketing headaches within this demographic. The opportunity for this switch is growing and the time is now!