Study from Publicis Media, Adsmovil and ThinkNow Deepens Understanding of Hispanic Behavior

quotSo many younger Hispanics become sherpas in their family these guides between cultures They live in one culture in their work or school and another at home or with their families They become the bridge between those two worldsquot said Ted A39Zary Senior Vice President Client Insights and Strategy PMX Marketplace Publicis Media quotThis market is not a monolith You have to look at the acculturation level the generational differences and really understand how those pieces affect the purchase journey and how it39s different from a general market consumerquotOne of the most interesting insights found in the study was that Millennial Hispanics offered productservice research assistance to the widest variety of family members and friends ranking highest across several groups Boomers offered the most help to extended family membersIt was also revealed that Low Acculturated Hispanics SpanishDominant were the most responsible for helping family members who lived outside of the US This implies that brands need to have comprehensive marketing assets available in both English and Spanish to quotbetter serve the needs of the community and further the brand message organicallyquot the study saidquotThe reality is that when it comes to the Hispanic market it is a collective ethos it39s not a selfreliant ethosquot said Maria Lopez Twena Chief Marketing Officer at Adsmovil quotIt39s a constant reminder that the Hispanic market is a collective You may leave the household but you never leave the home I live very far away from my mother but I39ve helped her for years so it39s like I never left the homequotAs advertisers and marketers have put in more of a nuanced approach to target Hispanics they39ve learned that there is no onesizefitsall approach with this incredibly complex and layered market quotThe thesis was that if they39re tribal offline then they have to be tribal onlinequot Twena said quotHow are they informing each other How does that impact marketing from a onetoone perspective which is built on an infrastructure of a selfreliant ethos How do you transfer that for a brand to better discern 39I need to market onetomany39quotThe study also examined which devices are more frequently used for product searches and purchasing revealing that Hispanics are more likely to shop online compared to nonHispanics and that mobile devices are the primary device used for productservice research and purchasing regardless of the time of day The study also showed that the Low Acculturated Spanishdominant Hispanics are more likely to conduct their productservice searches directly using a retailer39s website rather than a search engine while the opposite was found true for the Mid Acculturated Bilingual and High Acculturated Englishdominant HispanicsThis suggests to brands that mobile campaigns and websites optimized for mobile are an absolute must in order to successfully engage with the Hispanic market Language is not the primary reason that Hispanic consumers need assistance with searches but rather difficulties with conducting searches And brands should be sure to include clear and concise copy that can be shared with ease across devices and platformsA39Zary admitted his surprise that language was not the No 1 reason for younger Hispanics to assist others in their purchase journeys But the first reason technological intimidation does make sense quotEven I get confused looking at search results on Google at this pointquot he said with a laugh quotEasing that search process and making it easier for consumers across the board is something that brands can do especially when approaching the Hispanic marketplacequotquotIf you can identify the individual that you39re communicating with as the sherpa and then give them the tools to exude their sherpa behavior seamlessly and without burden that individual will cobrand for you and become your brand advocate because you39re facilitating their process and their life experiencequot Twena addedWhat is made clear as day through this research is that in order to successfully target and reach the US Hispanic market brands must create a clear concise and comprehensive approach in their digital and online marketingClick the social buttons to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Study from Publicis Media, Adsmovil and ThinkNow Deepens Understanding of Hispanic Behavior

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Juan Ayala

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Study from Publicis Media, Adsmovil and ThinkNow Deepens Understanding of Hispanic Behavior

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