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The Hispanic Population is Going Mobile
One of our clients, Mercury Mambo, is an expert in the field of Hispanic marketing and have worked their Mambo magic for companies like Coca Cola, Smuckers, Carl’s Jr., US Cellular, Crown Royal and Budweiser. What they know and understand that a lot of other marketing companies haven’t quite picked up on is how to market and the importance of marketing to the Hispanic culture.
The Hispanic population is on the rise in America. According to the U.S. Census Bureau, the Hispanic population has seen a 2.7% increase from 2007 to 2008. In fact, by 2010 the Hispanic population will make up 15% of the entire U.S. population. That is a whole lot of targets for your marketing campaign.
One area that might be overlooked when targeting to the Hispanic population is the area of mobile marketing. Interestingly enough, the Hispanic culture has a higher usage of mobile communication than that of the non-Hispanic culture. According to a study done by Forrester Research in 2007, the U.S. Hispanic population is much more likely to use their phones to listen to music, download ringtones, research entertainment, check the weather, check financial accounts, and search telephone directories than U.S. non-Hispanic consumers.
Now if you are a marketer and you have just read these numbers and think that you can start marketing your non-Hispanic campaigns via mobile data services and reach these consumers – think again!
A lot of the Hispanic users of mobile data services are native-born Hispanics rather than immigrants. They typically are very proud of their Latino origins and more often than not, are bilingual. Thus assuming that mass market campaigns are going to reach this particular target will not provide you with the best return on your investment.
This is definitely a population that you want to pay attention to and start to learn about and understand more – that is if you want to see your bottom line grow.
*Photo by Jun Acullador
