To develop a relationship with the Hispanic community, brands need to build an emotional connection through their marketing communication.
The US Hispanic market is the largest ethnic market in the country worth around $1.5 trillion, according to a 2019 report by the University of Georgia. Moreover, this market has observed a 212% increase since 2000.
Understanding cultural differences, language preferences, beliefs, regional tastes and purchasing behaviour of diverse Hispanic groups is essential for PR practitioners to target them. PR professionals could do well to address these audiences in both Spanish and English.
Brands need to build an emotional connection with their audiences to effectively target Hispanic consumers, says Vanessa Wade, president at Connect The Dots PR. It is equally crucial to understand the historic, religious and socioeconomic backgrounds the community has grown in.
[3 minute read]