U.S. Hispanics are over-indexing the general population in online, social media, and mobile usage. Yet many brands are unfamiliar on where to begin targeting this audience when using digital platforms.
During our first U.S. Hispanic focused presentation of the day, the conversation focused on leveraging digital platforms to speak with Spanish preferring Hispanics. Brands can see double digit increase in sales resulting from a well executed and acculturated website for consumers to obtain information about their products. By increasing awareness of the Spanish language website, companies will become an informational resource for Spanish speaking consumers and increase brand loyalty within the Hispanic community. This can be accomplished with a 360 degree marketing approach which can extend to in-store activation points such as kiosks on site to direct Spanish speaking consumers to the website.
Brands should be aware of the importance in targeting the U.S. Hispanic market and position themselves as category leaders within the community. There is a lack of information available for U.S. Hispanics in their language and with the magnitude of their consumer purchasing power it’s a huge miss if they are not targeted. Brands can search for these types of opportunities to bridge the gap with Spanish preferring Hispanics to truly lead in their industry.
By creating a Spanish language website and targeted marketing, brands can see an increase in sales and customer loyalty. The time is now for other brands to realize this need and begin expanding their general market digital platforms into the U.S. Hispanic market.