Marketers have the ability to precisely target consumers based on a heap of data, but they're often guilty of generalizing the Hispanic population. eMarketer's Sean Creamer spoke with Lee Vann, chief strategy officer at Hispanic-focused agency Captura Group, about the most important—but often forgotten—criteria for targeting Hispanic consumers, and what marketers should know about Hispanics' digital habits today. Vann was interviewed as part of eMarketer’s July report, "US Hispanics and Digital: Smartphones Power Activity; Digital Video, Social Media Capture Attention."
Are marketers going deep enough when targeting Hispanic consumers?
Marketers historically looked at the Hispanic market and said, "We're just going to do Spanish-language ads, and we're going to launch ads on smartphones." It might be easier for marketers to put an ad in Spanish because it's solely targeting Hispanic audiences, and it's true that segments of the Latino population overindex for consuming content on mobile devices, but advertising only in Spanish ignores bilingual Latinos. And brands that advertise in English have to be more inclusive because their ad could reach anyone.
There's a segment of marketers that lack knowledge of Hispanic audiences. They place all Latinos into one bucket and execute that way. But that's not appropriate—it paints about 60 million people with one brush. There's a lot of richness and diversity beyond the Spanish language. There's psychographic, demographic and geographic diversity across the Hispanic market.