For marketing directors, knowing and understanding their target audiences is a rule of thumb. Without such knowledge, getting into the heart of their audiences or becoming top-of-mind will be difficult.
Marketing logic works as follows: Since I understand you and know what you are looking for as a consumer, I can connect with you, and, therefore, you can consider me an option.
When we talk about Hispanic audiences, we first need to know that not all Hispanics in the U.S. are the same. We might all speak Spanish, but we certainly do not speak the same language. Having a deep understanding of your Spanish-speaking audience will certainly translate into benefits for any brand. Hispanics are very emotional by nature and having a simple idea in mind when creating a branded and premium content strategy would be effective for a brand or product. Being away from home, feeling valued in a remote place and reading something that delves into one’s country of origin or that is just written in one’s own language will undoubtedly trigger an emotional response from any human being. If brands understand this, they are able to generate high-quality content for the media from what their target audiences are usually exposed, and they will also have a powerful tool to reach their consumers effectively.
According to a study by ThinkNow, “Hispanics overall are the ethnic group most likely to view their culture as the most important aspect of their identity.”
Hispanics, even many English-dominant Hispanics, still have emotional ties to the language that carries over to companies that advertise in Spanish. Spanish-language advertising can drive purchase decisions and brand loyalty for this group, according to a Simmons Report. For instance, 53% of Spanish-dominant Hispanics and 27% of English-dominant Hispanics have said, “When I hear a company advertise in Spanish, it makes me feel like they respect my heritage and want my business.” The importance of the premium content Comscore sought to understand the extent to which media quality mattered in driving advertising effectiveness and the value of premium inventory. Key findings from the study are that premium publishers are more than three times more effective in driving mid-funnel brand lift metrics, such as favorability, consideration and intent to recommend. It also showed that premium publisher effectiveness is driven in part by higher viewability rates, which include lower levels of invalid traffic. With that in mind, and from an absolutely strategic perspective, I believe that emotion and premium content—that is, any high-quality content that knows where to be and that clearly identifies its target audience—will connect with Hispanic audiences at a higher level.
Real results with premium content
As an example, let’s take a look at sports websites. It is no coincidence that during the 2018 World Cup, some advertisers reached a higher percentage of engagement and conversion rates, thanks to the personalized content generated from specific websites. The conversion rate of the native ads and branded content that dealt with sports and included detailed information on each player and country’s team was higher than the conversion of any other content that briefly reported on the highlights of the World Cup.
Hispanic audiences in the U.S. had a lower bounce rate, spent more time and were more prone to make content viral when it specifically included special information of a player from their country’s team. The in-culture content made Hispanics readers connect with the publications even more.
Without a doubt, there is nothing better for readers than being exposed to high-quality content that understands their cultural backgrounds. So, are you considering this for your multicultural marketing plan?