Como se dice, “missed opportunity?”
Many U.S. marketers are leaving money on the table by ignoring the needs,
preferences and affinities of Spanish speakers. Besides being bad,
narrow-minded business, neglecting a group with such formidable (and
sharply rising) purchasing power flies in the face of demographic trends.
[RELATED: Ragan Consulting Group can help you reach a broad array of audiences.]
If you’re eager to reach Hispanics but you’re not sure where to start,
MarketingProfs posted an infographic created by MotionPoint that offers helpful
tips and reminders, such as:
-
More than 400 million people speak Spanish
, making it the world’s second-most spoken language. (Mandarin Chinese
is No. 1—at least until Dothraki or text emoji become the world’s new lingua franca.) -
Spanish is the third-most used language on the internet.
-
Hispanics constitute about 20 percent of the U.S. population
, but that number is expected to soar well north of 30 percent by 2060. -
Reaching Spanish speakers is about much more than language.
As the infographic says: “For younger Hispanics, language is less
crucial than messages that establish an authentic respect for their
unique culture and identity.” -
Hispanics are increasingly active online, and they are a rising
digital force.
Eighty-three percent of U.S. Hispanics use a mobile device to conduct
in-store product research.
If your business does not court and cater to Spanish speakers, you’re
missing out on a massive marketing opportunity. However, don’t assume you
can just plug content into
Google Translate and be done. It’s more about “cultural fluency”—or at least taking the time to acknowledge the unique aspects, affinities
and hallmarks of Hispanic culture.
For more, review the rest of the infographic below.
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