But what marketers can't agree on is how to effectively reach Hispanics online. Should you spend most of your budget plastering banners on the big-name Spanish-language media sites? Or try to reach Hispanic youth via widget campaigns on social networks? Should you only write ad creative and landing pages in Spanish, or try bilingual campaigns?
The truth is, there is no one right way to reach Hispanics online. In a recent report, "U.S. Hispanics Online: Demographics," eMarketer senior analyst Lisa E. Phillips said: "The paradox is that the larger this market grows, the more fragmented it becomes. Language and degrees of acculturation and assimilation vary by circumstances of age, nationality, education and income ... and due to the fragmentation within the demographic, online marketers may have to create multiple executions and strategies."
The Hispanic market is not one demographic, but many - the young Mexican-American male who likes music and cars; the newly arrived, college-educated parents from Venezuela looking to purchase their first home in the U.S.; tween children with Spanish-speaking parents who speak English at school but Spanish at home. And that means marketers need to craft different campaigns for different target segments, just as they do for any other marketing program.
So how do you get started with Hispanic online marketing if you're facing the seemingly insurmountable task of rolling out myriad campaigns to many different sub-sets of the demographic all at once? Don't fret: Hispanic marketing might be a bit tricky, but it doesn't have to be hard. In fact, there are a few simple strategies you can follow to launch a successful online Hispanic marketing program.
In fact, studies point to how engaged Hispanics are with emerging marketing channels; for example, Hispanic consumers are 50% more likely to use text messaging than the general public, according to market research firm GfK NOP. Hispanics are also very active users of social networking, so try widgets, contests and other entertainment-based campaigns on social networks if you want to reach Hispanics.
Instead of just assuming that a certain cultural message, promotion, language, image or creative text will work to convert your audience, you've got to use all the technical tools available to find out for sure. Basic A/B and multivariate testing will tell you which particular combinations of ad creative work the best to convert the audience you are seeking. Maybe you'll find out that your target audience of young Hispanic mothers clicks the most often on the banner ad with a photo of a pregnant celebrity and a promotion for 10% off in Spanish, even though you thought the English-language ad with an offer for free shipping and a picture of a baby would work the best.
Just get started with Hispanic marketing; any step toward reaching this highly important demographic is a step in the right direction.