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Marketing to Hispanic Community
Gillian and Bill Luce Kimetha
Today's consumers are changing the way we accept advertising. The Hispanic community is no different. Although the current economic circumstances that require more creative techniques and innovative advertising, marketing community Hispanics have proven to be an area that is open to growth. Therefore, if you have not entered your brand to them, it's time to do so.
The population Hispanics are the largest minority group in the U.S., according to Jupiter Research. It is important to note that Hispanics will experience the fastest growth population until 2013. Household size is estimated to grow from 13.1 million (in 2007) to 15.6 million euros (in 2013) [1]. And Jupiter Research forecasts, Online retail spending within this group increased to 21.6 billion U.S. dollars in 2011, representing the largest increase of all ethnic groups in line [2].
It is also important to note is that the Hispanic community is more than just one group. Among its population are not many subdivisions to be investigated. According to Global Information, Inc. article, 90% of Hispanics born in the United States of America are described as showing that the group labels alone will not help the market. This article goes on to describe that 34% of Hispanics prefer the term "Hispanic, 13% prefer" Latino " while 53% have no preference, which reinforces the idea that labels should not be the main focus. In the Hispanic population there are many Hispanics who do not speak English, representing a significant part, therefore, marketing strategies should include tactics bilingual. Advertisers must break his focus on the recognition the language barrier, and many different countries of origin.
When considering a marketing strategy for this demographic is also essential to culture into account. Although age may play a small role in that 58% of English-preferring Hispanics are 35 years of age, and visit social networking sites, understanding of Hispanic culture is the strongest way to commercialize them.
SolutionsTM Rent Media offers these four tactics to take in marketing mix to expose your brand to the growing Hispanic community.
1. Internet and online video.
According to comScore, Inc. more than 49% of the 15.7 million Hispanic Internet users either prefer American speaking Spanish only, or a mixture of Spanish and English. In other words, while the English language content can and reaches a large number of Hispanic Americans, to fully achieve the Hispanic online users, vendors also must provide content in Spanish.
For Rent Media Solutions offers ParaRentar.com ®, the companion site ForRent.com ®. By providing an apartment fully translated Spanish Web site listing, Rent Media Solutions is taking the form of Spanish-speaking apartment freedom to shop without language barriers. Offering more than 4,000 listings, is a leading ParaRentar.com in the multifamily housing industry to locate apartments for rent that cater to the community Hispanic. In 2008, ParaRentar.com received over 40,000 visits monthly average.
In "Video Killed The Radio Star Online," published in Home magazine, it is clear that 15% of those born in the U.S. and 17% of Hispanics born outside the state that focus more on online video to television commercials. A recent study also provides that 17% of U.S. born and 26% of Hispanics born feel more engaged with online video compared to TV ads. Advertisers should use a more personal approach to marketing to the Hispanic community.
Also in ParaRentar.com you will see that we have our Community Theater ® products spread over a video in Spanish translation. The Community Theatre Rent Media Solutions product offering is a professional video production enhances the experience of buyers of apartments, allowing users to view an apartment community most wanted units and facilities, as well as the city that is around in.
2. Print.
Print is not dead! The Pew Hispanic Center and Pew Internet & American Life Project found that 56% of those who speak Spanish are not on the Internet. This means that more than half of this population is important missing online. [March] Therefore, the basic fundamentals are still necessary to market apartments for this demographic.
Ya, Rent Media Solutions offers a variety of products that appeal to this diverse audience. Apartments For Rent magazines ® are fully translated to Spanish Department finding resources. With magazines in 14 metropolitan areas and more than 2.4 million magazines published each year, the comprehensive database in magazines offer the freedom to hire to shop without the challenges of language barriers, along with a variety of resources to simplify the process of finding an apartment. Pay no attention by word of mouth also plays an important role in advertising to the Hispanic population. Because 56% of Spanish-speaking Hispanics are not online, they ask their friends and family for resources. Therefore, to maximize its appearance online Hispanics use the Internet and offline is the way to increase exposure of your brand.
3. Social Media.
Millions of people look at social media sites as their main source of news, opinion and entertainment, including the Hispanic population. According to a study by Florida State University Center for Hispanic Marketing Communication compare different cultural groups, 36% of Hispanics who prefer English visited social networking sites more than two or three times a month and were twice as likely to visit regularly than non-Hispanic MySpace Whites. Hispanics who prefer English also decided to visit MySpace vs Facebook (44% to 18%, respectively).
In order to promote a relationship this online social community, your business needs to understand why Hispanic consumers are likely to use these sites. The central importance of family culture Hispanic is well documented and incisive marketers should try to build on this momentum through their online activities. apartment managers community need the brand of your company as the perfect model of honesty, openness, and self-disclosure to establish a secure and reliable environment.
In addition to our aforementioned resources, ParaRentar.com is now embracing the realm of social networks. There are several For Rent MySpace Latino and MySpace profiles, such as: For Rent Phoenix, For Rent For Rent Las Vegas and Houston that is dedicated to providing apartment in search of information for Hispanic consumers. Minorities are making social networks companies must be open to the public with timely, relevant content that encourages feedback and exchange. Join the conversation participation is what fosters a sense of community necessary to build relationships.
4. Mobile Media.
Many Hispanics and other Spanish speakers, the first experience the Internet through their cell phones. According to comScore M: Metrics, 71% of Hispanics consume content cell phones compared with the market average of 48%. Hispanics also tend to notice and respond well to ads on cell phones. Nielsen recent "Mobile Advertising Report" said that the Hispanic data users are more likely to remember to show ads on mobile phones (41% vs. 30% of non-Hispanics) and more likely to have responded (22% vs 13%). [4] Therefore, the mobile marketing for the Hispanic population is a great way to promote relevant content. Rent Media Solutions is very proud of our mobile marketing initiatives.
Our text messaging products allow apartment applicants to send a text message with the keyword only property to the short code 47 368 (4RENT). Property keywords can be seen in lease holders, signs on the property, and Apartments For Rent magazine. Text messaging apartment seekers keyword receive a text message response with information on the specific property. Property managers also use the service to send personalized messages promoting special offers to potential tenants, as well as important messages and alerts to the residents.
Your brand has to adapt to this medium, or the risk of a disadvantage compared with those brands that have the most of the channel.
In short, the community Hispanic is too big of a group of consumers to ignore. As a media company, we continuously strive to improve our marketing efforts of this population group, using the latest innovations and emerging technologies. We encourage you to take your brand to these steps and beyond in 2009.
[1] USA FORECAST online population from 2008 to 2013, Jupiter Research, Niki Scevak, Vikram Sehgal, Peach and Andrew [2] The Hispanic online buyers, 2007, Jupiter Research, online behavior and demographics, June 12, 2007. [3] "avoid subtle stereotypes to maintain the effectiveness of the campaign," Graham and Patricia Jannet Torres, 08 January 2009. http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=97962
[4] Connecting via mobile: speak their 'Edioma' "Kutchera Jose, January 15, 2009. http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=98416
About the Author
In my current role, as Interactive Marketing Coordinator, I help develop, execute and optimize a social media strategic plan across multiple channels. This would include blogs, social networks, video sharing sites, and other conversational media. I also spend a great deal of time building relationships with consumers, social media influencers, and bloggers to generate awareness of For Rent Media Solutions brand.
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