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HISPANIC MARKET OVERVIEW 2019 Powered by HispanicAd.com
and customs. Therefore, finding those unique cultural cues that resonate effectively across all Latinos
requires having the right marketing experts. To make it more complex, we have the challenge of language, acculturation, and channel engagement.”
There are other critical “wrongs” that merit mentioning.
“All Latinos are acculturating”
“they all speak English”
“they only consume English targeted media” “Latinos don’t have money”
Constanza can easily refuse these four claims.
According to Nielsen, in 2018 90 of the top 100 programs viewed by Hispanics were on Spanish-
language TV.
On the subject of income, she refers to a report that states that if the U.S. Latino Gross Domestic Product were its own country, it would be the seventh-largest in the world, ahead of Canada and India.
Data presented by Terry Soto on June 5 mirrored this data.
“This alone speaks to the economic power of this consumer,” Constanza notes.
She’s armed with more data points.
“In the first half of this decade Latinos accounted for 70% of the U.S. workforce increase,” she says. “Advertisers that don’t recognize the growing power of Hispanics in the U.S., regardless of politics, will miss out connecting with this consumer that is leading the way today, and certainly one of the most important segments into the future. Just ask advertisers
like McDonald’s and car manufacturers like Toyota that decided to invest in the ‘future’ of Hispanic
marketing back in the 1980s. Wonder why they continue to spend heavily today? It’s simple: they have grown together and today Hispanic represents one of their most important consumer segments.
“The opportunity is still here for brands that really want to grow their business. Look at the facts, look at the data and then make sure you are doing the right communications plan to reach and create impact with this segment.”
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