The survey also found that 78% of
respondents do not use social media to engage Latinos despite the fact that Hispanics are the heaviest users of wireless access through mobile phones and laptops than any other ethnic group. In addition, close to 80% of La- tinos engage in some kind of online so- cializing. The survey found that among those companies who do use social media to market to Hispanics, Facebook was
the site of choice with Twitter a close second.
“Hispanics are tech savvy, young
trend setters with incredible spending power,” Orci said. “Companies that recognize the potential of the market by effectively engaging them will see a return on their investment.” Other key results of the survey in-
clude: n 89% believe Latinos will some- what or significantly impact American
Direct Marketing to Hispanics
preference, multigenerational household, for instance. “As the Hispanic market becomes more complex, direct marketing becomes that much more relevant – vital even to the market- ing mix”, says Habib.
Advice to Marketers
Advertisers need to recognize that cultural
relevance, demonstration of product value, and language sensitivities playa higher role in marketing to Latinos. Campaigns that focus on offer alone to drive the response may not be as
www.hnmagazine.com
effective, nor create the brand loyalty the mar- keter is hoping to achieve. Good direct response campaigns (TV, direct mail, radio) will elicit an emotional response, regardless of target. “However, we must remember that although Hispanics can trend to be more emotional cul- turally, they tend to over-index on researching products online than their GM counterparts. Hispanics want to make sure they are getting value for their purchases and if the purchase experience and product use is positive, they will become loyal”, Habib concludes.
Source: Portada
Celebrating 18 Years of Diversity
“By customizing our message to their set of values, we will be more successful”
taste in foods in the next five years n 87% believe Latinos will impact fashion and beauty n 82% expect Hispanics to impact entertainment n 78% believe Hispanics will impact technology/communications To receive a copy of the full survey
results, please visit
www.orci.com.
Source: Orci & HispanicPRWire
HISPANIC NETWORK MAGAZINE 69
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