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The Biggest Hurdle to Reaching Hispanics Isn't Language, It's Mobile

by Yuriy Boykiv, Rob Douglas  |  
July 22, 2015

With Hispanic purchasing power growing at more than two times the national rate, brands are clamoring to attract the attention of this lucrative segment.

Target, for instance, is sharpening its focus on Hispanic consumers with a new ad campaign featuring words with no English equivalent: #SinTraducción is "a sweeping celebration of moments, traditions, and emotions that are treasured by many in the Hispanic culture," according to Target's blog.

Target knows that Hispanic consumers aren't swayed by one-off marketing ploys; they need to be introduced to brands at the right moment in an organic way that sets the stage for a long-term relationship.

However, many brands are still scratching their heads about reaching this segment: Hispanics don't engage with brands online the way most non-Hispanics do. Hispanic consumers are far less likely to access the Internet from a desktop computer than non-Hispanics, but they're more likely to own and use a smartphone.

Hispanics use their mobile devices to stay connected with family and friends and access entertainment on the go. They're more inclined to subscribe to video-sharing apps, pay for mobile TV subscriptions, and purchase unlimited data and international calling plans.

Any brand that wants to make an impression on this segment needs to focus on the mobile platform first.

Here are a few things to keep in mind when creating your Hispanic mobile marketing strategy.

1. Don't think that translated equals tailored

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Yuriy Boykiv is the co-founder and CEO of Gravity Media, a full-service advertising agency that helps brands connect with multicultural and international consumers.

Twitter: @bojkiw

LinkedIn: Yuriy Boykiv

Rob Douglas is EVP at Gravity Media, a full-service advertising agency that helps brands connect with multicultural and international consumers.

LinkedIn: Rob Douglas

Twitter: @RobDouglas01

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