Top 5 Digital Marketing Trends for the Hispanic Market in 2019

29 October 2018
By : Priscilla Campillo (Digital Account Director)

The tech takeover is upon us, and U.S. Hispanics are leading the way when it comes to technology adoption. They use digital devices for many purposes, like looking for deals, searching for jobs or courses, and various day-to-day activities such as banking transactions. They are tech savvy and consume mobile video at much higher rates than non-Hispanic whites. However, translating ads and websites is not enough for the Hispanic community. Even though the use of Spanish is critical to creating a cultural connection, they crave relevant and authentic content. Culture is the new way to communicate!

With so many opportunities to reach and connect with the U.S. Hispanic consumer through digital platforms, it’s the perfect time to take your marketing to the next level. So, here are a few trends our digital team found that will continue to be huge in 2019.

What will be huge in 2020? See PM3’s digital trends in 2020.

girl ask to voice assitant for making voice search

Voice Search

“Hey Siri, how are U.S. Hispanics adopting voice technology?”

Voice assistants are everywhere now, and by 2020, half of all search queries will be voice-based. As mentioned earlier, U.S. Hispanics are ahead of the curve when it comes to embracing technology, which includes voice search. It’s still unclear how brands will generate revenue from this trend, but according to a report, “advertisers will have to build a strategy that involves information provision as well as sales.”

So far, the mass-majority of smart speakers and gadgets are owned by multiculturals, which means voice search could be a viable opportunity to connect with Spanish-dominant audiences.

Voice search could be a viable opportunity to connect with Spanish-dominant audiences

video effectiveness in digital pm3 agency

Video

Smartphones are slowly, but inevitably becoming the “first screen,” competing with television when it comes to video consumption. Social media also contributes to smartphones competing with TV during key parts of the day.

U.S. Hispanics spend nearly 66% more time per week watching videos on their smartphones compared to the total market. They are continually searching for content that reflects their values and culture. What’s more, is that 73% of third-generation Hispanics watch videos that speak to their heritage, and two out of three bilingual Hispanics watch videos in Spanish.

This is the era of “Snack Ads,” or “snackables,” which are short videos less than 10-seconds long. They are excellent for captivating our consumers, because their attention span continues to decrease due to the massive amount of available content. So, expect to see shorter ads in the future.

Ultimately, video is still king; the differentiator will be creativity.

Virtual and Augmented Reality (VR/AR)

VR and AR marketing are still emerging, which is why it’s a great time to explore these tools and their potential possibilities. Over and over, Hispanics demonstrate that they are trendsetters, so it’s no surprise that U.S. Hispanics over-index in VR usage.

How about a campaign for third-generation Hispanics to explore their countries of origin? We are looking forward to that! Brands like Adidas and Lowe’s are already creating virtual campaigns, and many others will continue to explore this technology in the following years. Marketers cannot stay behind, as VR headsets will reach 82 million by 2020.

vr virtual reality digital marketing trends

Chatbots

What is a chatbot? A chatbot is a regular chat powered by artificial intelligence or a programmed script, often used for customer service, product support, or sales. They can be multilingual and are available 24/7.

A.I. technology was a huge trend in 2018 and will continue to be developed in the upcoming years. It’s clear that if anyone is open to buying something from chatbots, it’s Millennials. We’ve mentioned that U.S. Hispanic Millennials tend to be more tech-savvy and are heavy mobile users, so testing out chatbots in retail will soon become a “must.”

They can be multilingual and are available

24/7

Influencer Marketing

Social media is an essential channel in the consumer journey for U.S. Hispanics, and it’s often overlooked. They are “always on” social media, connecting with their family and friends at higher levels than non-Hispanic Whites. For this reason, they are also more likely to be influenced by their close ones, which is why influencer campaigns are a great way to reach that consumer and win their loyalty.

Latino influencers understand the value of their content and are shaping American culture like never before. They exist across all channels and cover all topics, such as tech, travel, beauty, and entertainment all around the globe. It’s fair to say that influencer marketing is here to stay (and slay!).

Conclusion

It’s a promising year for digital marketing in regard to U.S. Hispanics. Our audience will only become more influential, spreading their ideas and content due to their high connectivity. However, it’s up to brands and digital marketers to offer them something through impactful, creative digital campaigns, whether we adopt A.I. technology, or ramp up our video tactics to improve conversions.

PS: if you want to be part of this Hispanic market digital bloom, don’t wait to give us a call.

Sources:
https://www.census.gov/newsroom/releases/archives/facts_for_features_special_editions/cb12-ff19.html Descubriemiento Digital: The Online Lives of Lanitx Consumers. 2018 The Nielsen Company

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