As the market grows in volume so goes all the multichannel marketing vehicles at hand. But, don’t forget that innovation is coming. New media channels, publications and other tools are about to cascade across the landscape as Hispanic marketers look to gain more market share. If I was to predict the future, I would put a lot of my marketing dollars in apps, smart phones, mobile shopping and SMS (text) and of course television.One of the things we know for sure about Hispanics is that they are smart phone mavens using it for everything from sending money home, to shopping for food and clothes. There has been a significant increase in bilingual apps and shopping sites translated into Spanish. According to our latest data, it would seem that we are at the beginning of a smart phone explosion that will be significantly dedicated to Hispanics and their needs. Changes have already gotten a foothold in the calling card market for example. Hispanics are one of the largest users of international calling cards. Even with international plans being offered by cellular companies, Hispanics calling card usage remains strong and will continue for some time to come. However, the innovation of the technology is fast over taking traditional calling cards and forcing smart phone users to migrate to international calling card apps – where the app to call their country is embedded in their phone. This is only one of many technologies that have spurred technological changes targeted to Hispanics.
So before embarking on any marketing campaign targeted to Hispanics (or any other demographic) one must learn. Learn the history, learn the habits, lean the preferences and more all the while realizing that this particular market has an incredible upside potential unlike we have ever seen. Learning from the past will certainly dictate the future and continue to be enriched by groups like Hispanics.
I equate this “learning” to an emersion. There is going to be a great need for Hispanic marketers; however who is to say that they have to be Hispanic, hence the need for immersive learning. We must find ways to reduce the learning curve and shorten it. The time to hit the sweet spot(s) is rapidly approaching. American marketers that target Hispanics are few and far between. Colleges and business schools have got to increase their learning programs to not only include Hispanics, but as the world shrinks and cultural growth cycles continue to progress in the U.S. Schools must become more multicultural and produce more intercultural marketers no matter their background or what language(s) they speak or don’t speak.
Companies are going to start seeing how important using multicultural marketing tactics are to their bottom line. Most companies have already started, however using budgets to reach this market. Here at Ebony Marketing Systems; we have spent decades immersing ourselves into all different types of ethnicities, we are proud to say we have pioneered Hispanic marketing research and continued to let marketers understand the cultural relevance in the market place.
For more information contact us at firstname.lastname@example.org or 718-742-0006. Visit www.ebonysystems.com/about-us/.