We all aware how much brands influence the purchasing power Millennials control as the largest generation in the United States. Over the next few years Latinos will account for more than 80% of the growth in the population of 18- to 29-year-olds making them a key demographic for marketers targeting young consumers (Humble, 2013). Examining deeper into the Hispanic segment, you will find some interesting characteristics. Unlike their immigrant parents who tried to be less visible, Hispanic Millennials want to “stand out and be noticed” (Humble, 2013). For the most part, they continue to embrace parts of their culture—mostly family, music and food— and they have incorporated American values such as open-mindedness, especially in their relationships (Humble, 2013).
Furthermore, the modern dominant Hispanic demographic is much younger, bilingual and more acculturated than previous generations. As a result, marketers in both the Latino and youth markets must revamp their marketing strategies about how to reach this key demographic. According to the author Better, here are three ways to expand your existing marketing campaign to target Hispanic millennials:
Market Via Text
Of all demographic groups in the United States, Hispanic youth are the most avid texters. A 2012 Pew Internet study revealed that Hispanics between ages 14 and 17 send 100 text messages per day, compared with 50 messages for white youths and 80 for black youths. The median cell phone user, on the other hand, sends an average of 10 texts a day.
A prime place to reach these Hispanic millennials: text-message marketing, also known as Short Message Service (SMS) marketing. Platforms such as Ez Texting and Mobility allow you to collect customer feedback, send coupons and promotional news, and remind customers of appointments—all via text message.
Speak Their Language
Hispanic millennials are more receptive to English-language media than older Hispanics, according to research from MTV Tr3s. Currently, nearly 40 percent of Hispanic millennials are bilingual, which is a 73 percent increase in the past ten years. In other words, you don’t have to launch a brand-new marketing campaign in Spanish. Marketers have to be savvier than just translating ads from English to Spanish. Instead, they must focus on a micro strategy that highlights cultural understanding and includes straight talk, “warm” interactions and a mentality of caregiving—three traits that Hispanic millennials said they most commonly respond to in the survey from MTV Tr3s.
For example, take Verizon Wireless’ new Hispanic-centered business venture, Viva Movil. Viva Movil’s flagship store in Brooklyn, N.Y., creates a bilingual, family-friendly atmosphere for shoppers with Spanish-speaking employees to translate contract details and a play center for customers’ children. Instead of Verizon’s trademark black-and-red color scheme, Viva Movil’s employees wear white shirts and white pants with orange trim—the same color scheme as their advertising campaign, spearheaded by pop star Jennifer Lopez.
Stay Plugged in
Hispanic youth have some of the highest rates of television consumption, cell phone and computer usage compared with other demographic groups. The average Hispanic youth spends two hours and 53 minutes on his or her phone every day, in addition to five hours and 21 minutes viewing TV, according to a 2011 study from Northwestern University. Maintaining a marketing campaign on these platforms is an excellent way to engage Hispanic millennials. More than half of Hispanic millennials report going online to learn more about a product after watching a TV commercial about it, and 51 percent share product information on social media, according to a 2012 report from AdAge Insights and Univision.
Furthermore, one of the keys to a successful marketing strategy understands what this population’s vision is and how they consume your product. Databases such as Simmons and Scarborough can provide insight into how your Hispanic millennial consumer base shops, consumers and views media. With that information in mind, you can then alter your marketing materials on certain media to cater specifically to Hispanic youth. The Hispanic market is the way to the future, and you have to ask now: How are we going to talk to them?
References
Better, C. (2015). Hispanic Millennials: Top Insights and Strategies. Latin Network. Retrieved from http://www.latinumnetwork.com/hispanic-millennials-marketing-insights3
Humble, G. (2013). 5 Ways Hispanic Millennials Differ From Their Parents. Millennial Marketing. Retrieved from http://www.millennialmarketing.com/2015/02/5-ways-hispanic-millennials-differ-from-their-parents/
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