As Google marketing techniques evolve to meet the demands of an ever-changing audience, US LatinX audiences have emerged as a prominent demographic and critical growth segment for marketers. Today, this demographic is made up of over 60 million people in the US (with a collective increase of over 163 percent expected between 2010 and 2050), and therefore, its cultural cues must be leveraged to maximize campaign effectiveness.
That said, proper LatinX targeting — like that of any audience demographic — is much more than simply whittling your reach to a specific area or changing your language setting; it hinges on proper signaling, relevant topic selection, and various textual and aesthetic choices that cater to diversity and bilingualism.
Knowing the audience
It is always important to be in tune with your desired audience, but this notion is especially relevant when targeting the US LatinX community. Hispanic audiences in the US are, comparatively, much quicker at adopting emerging technology. For instance, the average Hispanic user spends around eight hours watching online video a month, over 90 minutes longer than the US average. Naturally, this fast-paced consumption behavior warrants an equally rapid marketing approach, and when properly harnessed, -can lead to stronger campaign efficiency and success.
Many LatinX-focused marketing campaigns fail due to a critical, yet avoidable mistake: they assume that targeting success is simply a function of translating ads and landing pages into Spanish. This one-dimensional mentality undermines the complexities that make up LatinX marketing, and it must be abandoned to meet an increasingly bilingual audience. In some cases, for instance, these audiences may speak one language at home or in certain settings, but consume media in both languages. The good news is that through modern Google marketing criteria, it is easier to avoid a “one-size-fits-all” approach, which helps marketers intent on reaching the largest audience possible.
Recognizing “cultural pillars”
While language is a key consideration in LatinX marketing, it is far from the end-all or be-all of proper campaign construction. In reality, there exist numerous “cultural pillars” within the Hispanic community that must be taken into account to ensure wider, more relevant reach. This fact is far from new in the marketing community; writing for Google, Lisa Gevelber observes, “Constantly connected consumers are influential ones—spreading ideas, culture and content—and this audience is very connected. This works both ways, of course. Brands can make great use of digital to connect with this audience. The key is to go where these consumers are, offering unique, choice-based and culturally relevant ways to engage.”
This approach can also go hand-in-hand with proper Hispanic representation on the internal marketing front. To better reach these audiences, marketers should strongly consider diversifying their employee-base to reflect numerous cultures and ethnicities, which can drive ad effectiveness while promoting a culture of inclusion.