Marketwired Blog

Media Relations Minute: Survey reveals lack of interest in Hispanic marketing in the US



As the Hispanic population grows within the United States, many companies develop concerted marketing campaigns that target US Hispanics, but without a full understanding of the demographic. The 2010 Hispanic Marketing Trends Survey, conducted by Los Angeles-based Hispanic advertising agency Orcí, polled 9,300 senior marketing and advertising executives of top-tiered businesses in the US. It revealed that “while the vast majority of respondents recognize the market’s impact on American culture, there is a lack of understanding of the Hispanic market’s power as a driver of business.”

Other revelations included:

  • 51 percent of US businesses do not market to US Hispanics in Spanish
  • 31 percent of those businesses claimed that they invest up to 10 percent of their budgets on Spanish-language advertising
  • 82 percent have no plans to create or increase the initiatives targeted to Hispanics within the next year
  • 74 percent of responders do not know if social media is a viable way to reach Hispanics
  • 78 percent said they have not used any social media to engage Hispanics.

Although the study does not provide solid answers to address these gaps, it seeks to initiate a conversation by providing food for thought. How can businesses capitalize on the immense buying power this population has? What do we need to know about them to really tap into this demographic? What are the challenges that prevent us from doing this?

As businesses seek the answers to these and other questions, Marketwire provides its clients with an already established connection to Hispanic media – in the US and abroad — that gives them maximum exposure to Spanish-speaking consumers. Press release distribution – in English and translated in Spanish – has been highly effective to reach this population.

But, as we continue to delve deeper into this topic and learn more about this demographic, how will you tap into this $1trillion market?


Related posts:



Tags: ,

Featured Posts

How Content Marketing Can Help Build Your Brand: Tips from Sandra Fathi

Content marketing has been “the hot topic of the year” for the past few now. But the inbound marketing strategy ...

Read More

5 Steps to Building a Successful Infographic for Your Small Business

Today it can be a huge challenge to rise above the digital clutter and get your message seen, shared and ...

Read More

Writing Inspiration Roundup: Our Top Writing Posts of 2015

Whether you’re writing last-minute seasonal blog content or already gearing up for a new year of media pitching (and if you ...

Read More

How to Write Good Product Instructions (And Why You Don’t Have A Choice Not To)

[By Karen Geier] You may have noticed a fundamental shift in how products are packaged recently – some items don’t even ...

Read More

Top Tweets from You Can Be a Content Machine, Our PRSA 2015 Conference Panel Session

https://storify.com/kaitfowlie/top-tweets-from-you-can-be-a-content-machine-our-p

Read More



Follow Me

Public Relations Today