10 Insights to connect with Latin Audiences (Portada-Online.com).
There are 3 things I always make sure I have with me before I leave my home: my keys, my wallet, and my smartphone. One of these items will let me back inside my home, another will pay for me to get around, but my phone will help me stay connected in case I forget either of the two. Hispanics, more so than the general public, are dependent upon their mobile devices and email to stay connected. With that in mind, what is the best way to reach the Hispanic community using email marketing?
- Fastest growing minority group in the United States
- Fastest growing component of America’s workforce.
What does this mean in terms of education now and in the future?
Acacia Network, is the largest Hispanic Non-Profit Organization in New York and the second largest in the country. Grupo Parada is currently working on Acacia’s Digital Consolidation; this is a process of optimization of all digital assets. After a Digital Audit was conducted, Grupo Parada was able to identify the challenges that Acacia was facing from 4 essential perspectives:
- Market Share
- Architecture & Integration
- Content Strategy
- Measurement and Conversion
- 32 million Hispanics online
- 22 million Hispanic Facebook monthly visitors
- 18 million Hispanic YouTube monthly visitors
- 3.2 million Hispanic Twitter monthly visitors
- Social Lens Research
Opportunity in Marketing to the Hispanic Consumer
- 60-70% less expensive: US Search Terms in Spanish in comparison to English (Google Data)
- 8% of daily queries on Google.com are done in Spanish (Google Diversity Report)
- $1.2 trillion in buying power
- 86 % of U.S. Hispanics have a high-speed Internet connection in their homes
- 78 % use the Internet as their main information source, even more than television
- 26.8% of Hispanic internet users spent six hours or more on social media sites, versus only 8.5% of total internet users.
A recent study by Google highlights the barriers that Hispanics in the United States face when it comes to health and all health related matters (e.g. insurance, information, prevention, etc). For the past four years, Grupo Parada has noticed, studied and exposed the same issues that were released by Google this past month.
Among the most revealing findings Google came to the conclusion that the belief that US Hispanics have no insurance is false – 69% of US Hispanics have health insurance, the problem is that once they are insured individuals, literally their doors start to close due to the lack of culturally relevant information in their language. Less than 1% of DTC advertising is dedicated to US Hispanics and the majority of major brands have no online presence in the Spanish language.
The difference among US Hispanics and Non-Hispanics when it comes to finding information is that TV and the internet are the two biggest source of information for US Hispanics, 78% of US Hispanics use a search engine to find more information of something they’ve seen on TV and they look for health related information en Español, also 57% of US Hispanics rely on friends and family compared to 41% among non-Hispanics.
Grupo Parada has conducted research studies that prove these conclusions are true. During the Association of Healthcare Hispanics Executives Gala in 2009 and again in 2012, Grupo Parada exposed data that showed among other things, statistics as well as keywords that are used to search for doctors or specialists, the queries en Español such as “dentistas” or “ortodonsistas” where a lot higher than the queries in English. Not only this research showed the need for information but it also showed the opportunity for growth that the Hispanic Market represents. As Google stated, closing the gap between US Hispanics and health providers represents billions of dollars.
Just as Google, Grupo Parada understands the creation of culturally relevant content as one of the most efficient and important tools when it comes to marketing efforts towards the US Hispanic Market. According to the US Census Bureau 2011, by 2050, 20% of the population aged 65 and older will be Hispanic. Meanwhile, 60% of US teens will be Hispanic by 2022. This means that the Hispanic Market has a huge potential NOW. It has been proven that this is an untapped and under-served market segment.
Grupo Parada takes advantage of the opportunities that this market segment represents. We position our clients at the top of the market by managing their online brand, designing a culturally relevant marketing plan, increasing online traffic, conversion rate and exposure of the brand, to create the engagement and connection that this hungry for information market needs.