Social Media News for the Week of August 17

Twitter Character Limit

The private side of Twitter saw a big change this week, as the social media platform removed the 140-character limit from direct messages. While the public side of Twitter still carries the 140-character limit, users can now chat privately via Direct Messages without the character limitation. This functionality has rolled out across Android, iOS, twitter.com, TweetDeck, and Twitter for Mac and will continue to roll out worldwide over the coming weeks. To ensure you’re getting full Twitter functionality, be sure you’re using the latest version on your device. For dealerships, consider upping your Twitter presence and interacting with customers and potential shoppers via Direct Messages to answer questions and show the responsiveness of your customer service.

Google Hangouts 4.0 for Android

If you’re a Google Hangouts users, you’ll be happy to see the sleeker, faster look for Android. The new look also boasts improved speed, making even easier for users to reach the people they’re trying to get in touch with. Newest updates include items that respond to user touch in more intuitive ways, a brand-new Compose button that makes it easier to start a new group or conversation, a streamlined contacts list so users can find people quickly and easily, and simplified attachments to make sharing things like emojis and GIFs easy. Users get all these updates, and as an added bonus, Hangouts is faster and uses less battery than before. Smart dealerships will take advantage of Google Hangouts and post short videos, chat with customers, or even promote events to show off their marketing prowess.

Facebook High-Performing Ads in Audience Network

Facebook has expanded the ad types and formats available in the Audience Network, boasting better outcomes for those using the ads. The expansion includes native ads, which now represent over 80% of impressions in the Audience network, according to Facebook, and interstitials. Users can now bring autoplay video ads directly to their apps by upgrading to SDK for Android and iOS. Interstitial formats will include Dynamic Product Ads that display ads based on products that have been visited via website or app, Carousel Ads that showcase up to 5 images, and Click-to-Play Video. Dealerships can take advantage of these updates by targeting direct markets with relevant ads and measuring engagement on both desktop and mobile.

Over 10 Million Users on Periscope

A significant milestone, currently over 10 million users share and view live broadcasts on Periscope. According to the booming social giant, this equates to over 40 years of video watched per day—if the amount of time everyone spends were watching live broadcasts via iOS and Android were added up. Reflective of the way consumers receive and share information, this statistic is valuable for marketers and businesses looking to grow in today’s mobile world. For dealerships looking to connect with a mobile society, Periscope’s most recent milestone is an indication you’ll find success in sharing video, in focusing on mobile, and in creating relationships with your consumers.

Canva for Work

Many already knew about the accessible design features offered through Canva, and now the platform has launched Canva for Work. With over a million photos, graphics, and fonts available to users in a drag-and-drop format, the company is looking to become a staple in the corporate world as well as with individuals. Features aimed at businesses include a brand kit for logo and color palette creation and the Team Stream which allows users to share designs with other team members. Sharable files and folders make working and customizing across teams a snap. Dealerships that are currently collecting old clipart can delve into the world of Canva to create beautiful, eye-catching event flyers, and they can even be shared across your online social networks.

Buffer for Video

Buffer recently announced the addition of  buffer for Video, an upgrade that correlates nicely with the recent surge in social media videos across multiple platforms. Video has increased on Facebook by 360%, and a staggering 82% of Twitter users confirm watching video content. It was only a matter of time before Buffer customers were given the opportunity to upload, share, and schedule video—from Buffer to all their social media networks. This newest capability allows users to upload video content once and then share everywhere. Users are able to schedule content to Facebook, Twitter, Pinterest, Google+, and LinkedIn simply by uploading their video content once on Buffer for Video. Dealerships looking to use video to grab shoppers’ attention can now save time by looking to Buffer for Video to share content across platforms.

Tip of the Week—Social Video 101

Have you ever wondered how to create a great video your viewers will want to watch? Have you thought about how to grab their attention and keep it while you share your dealership’s message? By using short videos to market your dealership, you’ll expand your reach and gain greater brand recognition. Video is simply that transformative.

The concept of using video to market your dealership can be overwhelming, but the key is to remember that no matter how small or large your dealership, there is a way to make video work for you. You’ve probably noticed the huge uptick in videos on your Facebook feed recently, and that’s because a majority of people on social media are looking to video to share and receive information. In fact, it’s predicted that 74% of all internet traffic will be video by 2017—which means that businesses wanting to get ahead need to be up-to-date and on trend when it comes to online marketing.

If you don’t know where to start or what to do, you’re not alone. Check out the tips below to help you gain traction and get rolling with video:

· You don’t need a recording studio. In fact, most phones can give you high-quality video output, especially if you’re doing a lot walk-around or a quick on-the-spot interview. For informal, short videos, don’t worry about high-tech equipment; instead focus on delivering a message that’s informative and helpful to your consumers.

· Plan your content and keep it short. Most consumers don’t have the attention span for a full-length movie, so be sure you get to the point and clearly let shoppers know what you’d like them to do. How can they get your great deal? Where can they contact you? Include a call to action, but leave out a long history of the dealership for this particular format.

· Tell a story. Instead of clobbering consumers with overt selling, tell a story instead. Let shoppers know what you can offer them by giving them a compelling narrative. Tell a story about a safety feature that saved the day or a memorable vacation when everyone piled into a particularly comfortable vehicle. There’s always a way to weave a story into your selling—and storytelling speaks to every consumer.

· Consider customer testimonials. Instead of you delivering a message to your audience every time, think about getting some of your best customers to offer their honest feedback about the service they’ve received at your dealership. Automotive is a great format for customer testimonials, and shoppers will enjoy seeing satisfied customers talk about their positive experiences.

· Be interesting. Think about the videos that capture your attention when you’re online. They’re the ones that do one of several things: they teach you something, make you laugh, answer a question, or offer you something. Give consumers a reason to watch your video, and they’ll tune in from beginning to end. Consider choosing a consumer question each day to answer. Or teach consumers about automotive maintenance. When you give shoppers something of value, they’ll come back for more.

· Keep it up. As you grow your online following, you’ll learn what your potential customers like and what they’re looking for in your videos. As you’re learning from the weekly social media updates, things are constantly changing, so it’s ok that your video strategy morphs and changes as you find your online niche. Just keep posting and reaching out to your potential customers, and you’ll win in the long run.

Video is a sweet spot in the social media realm that’s only expected to increase in the future. Just about every platform is boasting huge increases in video posting and interaction, and when you reach out to consumers in a way that’s relevant and appealing, your dealership will benefit. Don’t let the concept of social video overwhelm you; instead, embrace the powerful way it can increase your reach and connect you with your market.

Social Media News for the Week of August 17

Twitter Character Limit

The private side of Twitter saw a big change this week, as the social media platform removed the 140-character limit from direct messages. While the public side of Twitter still carries the 140-character limit, users can now chat privately via Direct Messages without the character limitation. This functionality has rolled out across Android, iOS, twitter.com, TweetDeck, and Twitter for Mac and will continue to roll out worldwide over the coming weeks. To ensure you’re getting full Twitter functionality, be sure you’re using the latest version on your device. For dealerships, consider upping your Twitter presence and interacting with customers and potential shoppers via Direct Messages to answer questions and show the responsiveness of your customer service.

Google Hangouts 4.0 for Android

If you’re a Google Hangouts users, you’ll be happy to see the sleeker, faster look for Android. The new look also boasts improved speed, making even easier for users to reach the people they’re trying to get in touch with. Newest updates include items that respond to user touch in more intuitive ways, a brand-new Compose button that makes it easier to start a new group or conversation, a streamlined contacts list so users can find people quickly and easily, and simplified attachments to make sharing things like emojis and GIFs easy. Users get all these updates, and as an added bonus, Hangouts is faster and uses less battery than before. Smart dealerships will take advantage of Google Hangouts and post short videos, chat with customers, or even promote events to show off their marketing prowess.

Facebook High-Performing Ads in Audience Network

Facebook has expanded the ad types and formats available in the Audience Network, boasting better outcomes for those using the ads. The expansion includes native ads, which now represent over 80% of impressions in the Audience network, according to Facebook, and interstitials. Users can now bring autoplay video ads directly to their apps by upgrading to SDK for Android and iOS. Interstitial formats will include Dynamic Product Ads that display ads based on products that have been visited via website or app, Carousel Ads that showcase up to 5 images, and Click-to-Play Video. Dealerships can take advantage of these updates by targeting direct markets with relevant ads and measuring engagement on both desktop and mobile.

Over 10 Million Users on Periscope

A significant milestone, currently over 10 million users share and view live broadcasts on Periscope. According to the booming social giant, this equates to over 40 years of video watched per day—if the amount of time everyone spends were watching live broadcasts via iOS and Android were added up. Reflective of the way consumers receive and share information, this statistic is valuable for marketers and businesses looking to grow in today’s mobile world. For dealerships looking to connect with a mobile society, Periscope’s most recent milestone is an indication you’ll find success in sharing video, in focusing on mobile, and in creating relationships with your consumers.

Canva for Work

Many already knew about the accessible design features offered through Canva, and now the platform has launched Canva for Work. With over a million photos, graphics, and fonts available to users in a drag-and-drop format, the company is looking to become a staple in the corporate world as well as with individuals. Features aimed at businesses include a brand kit for logo and color palette creation and the Team Stream which allows users to share designs with other team members. Sharable files and folders make working and customizing across teams a snap. Dealerships that are currently collecting old clipart can delve into the world of Canva to create beautiful, eye-catching event flyers, and they can even be shared across your online social networks.

Buffer for Video

Buffer recently announced the addition of  buffer for Video, an upgrade that correlates nicely with the recent surge in social media videos across multiple platforms. Video has increased on Facebook by 360%, and a staggering 82% of Twitter users confirm watching video content. It was only a matter of time before Buffer customers were given the opportunity to upload, share, and schedule video—from Buffer to all their social media networks. This newest capability allows users to upload video content once and then share everywhere. Users are able to schedule content to Facebook, Twitter, Pinterest, Google+, and LinkedIn simply by uploading their video content once on Buffer for Video. Dealerships looking to use video to grab shoppers’ attention can now save time by looking to Buffer for Video to share content across platforms.

Tip of the Week—Social Video 101

Have you ever wondered how to create a great video your viewers will want to watch? Have you thought about how to grab their attention and keep it while you share your dealership’s message? By using short videos to market your dealership, you’ll expand your reach and gain greater brand recognition. Video is simply that transformative.

The concept of using video to market your dealership can be overwhelming, but the key is to remember that no matter how small or large your dealership, there is a way to make video work for you. You’ve probably noticed the huge uptick in videos on your Facebook feed recently, and that’s because a majority of people on social media are looking to video to share and receive information. In fact, it’s predicted that 74% of all internet traffic will be video by 2017—which means that businesses wanting to get ahead need to be up-to-date and on trend when it comes to online marketing.

If you don’t know where to start or what to do, you’re not alone. Check out the tips below to help you gain traction and get rolling with video:

· You don’t need a recording studio. In fact, most phones can give you high-quality video output, especially if you’re doing a lot walk-around or a quick on-the-spot interview. For informal, short videos, don’t worry about high-tech equipment; instead focus on delivering a message that’s informative and helpful to your consumers.

· Plan your content and keep it short. Most consumers don’t have the attention span for a full-length movie, so be sure you get to the point and clearly let shoppers know what you’d like them to do. How can they get your great deal? Where can they contact you? Include a call to action, but leave out a long history of the dealership for this particular format.

· Tell a story. Instead of clobbering consumers with overt selling, tell a story instead. Let shoppers know what you can offer them by giving them a compelling narrative. Tell a story about a safety feature that saved the day or a memorable vacation when everyone piled into a particularly comfortable vehicle. There’s always a way to weave a story into your selling—and storytelling speaks to every consumer.

· Consider customer testimonials. Instead of you delivering a message to your audience every time, think about getting some of your best customers to offer their honest feedback about the service they’ve received at your dealership. Automotive is a great format for customer testimonials, and shoppers will enjoy seeing satisfied customers talk about their positive experiences.

· Be interesting. Think about the videos that capture your attention when you’re online. They’re the ones that do one of several things: they teach you something, make you laugh, answer a question, or offer you something. Give consumers a reason to watch your video, and they’ll tune in from beginning to end. Consider choosing a consumer question each day to answer. Or teach consumers about automotive maintenance. When you give shoppers something of value, they’ll come back for more.

· Keep it up. As you grow your online following, you’ll learn what your potential customers like and what they’re looking for in your videos. As you’re learning from the weekly social media updates, things are constantly changing, so it’s ok that your video strategy morphs and changes as you find your online niche. Just keep posting and reaching out to your potential customers, and you’ll win in the long run.

Video is a sweet spot in the social media realm that’s only expected to increase in the future. Just about every platform is boasting huge increases in video posting and interaction, and when you reach out to consumers in a way that’s relevant and appealing, your dealership will benefit. Don’t let the concept of social video overwhelm you; instead, embrace the powerful way it can increase your reach and connect you with your market.

Hispanic Consumers Are Serious About Shopping

As marketers and businesses reach out to Hispanic consumers, one thing is clear: the range of shopping behaviors and attitudes among this segment of the population varies greatly depending on several factors. Shoppers show preferences based on factors such as what is being purchased, why they are purchasing, where they are purchasing, and who they are shopping with. This range of behavior provides a challenging task for those who are marketing to this demographic, with the best course of action being simply to gain the greatest possible consumer insights in order to effectively market to an ever-growing and diverse segment of society.

The Hispanic demographic is shopping, and while they have typically been known for their brand loyalty, more acculturated individuals are tending toward a less brand-loyal approach when it comes to spending their money. Previous generations have opted for loyalty when it comes down to brand, however, younger generations are making companies work harder for their loyalty, showing they are more willing to try new products and brands to find the options they prefer. According to Nielsen Homescan research, this difference is based largely on acculturation, with language being a specific defining factor. In other words, as individuals become more acculturated and more in tune with their new environment, they show less inclination toward brand loyalty and are more comfortable trying new products and brands. This finding stands out for brand leaders because they will need to focus on forging relationships with Hispanic consumers earlier in the acculturation process if they are seeking the typical brand loyalty for which these consumers have been known.

Many companies are realizing they are behind the curve when it comes to marketing to Hispanic shoppers, and with good reason. With a population of over 56 million in the U.S. identifying as Hispanic and a spending power cruising toward a solid $2 trillion by 2020, businesses have been slow to recognize the need to include the Hispanic buying market in their game plans. Now, it’s time to play catch-up, and it’s a frenzied race to see which brands will successfully connect with the Hispanic audience, now the fastest growing segment of the U.S. population.

The importance of creating an inclusive marketing platform cannot be overstated. Companies are often overly eager to jump on the multicultural bandwagon, and by skipping some very important steps, they feel they can be faster to market with their ideas. This is often a mistake that is costly in the long run, resulting in marketing that misses the mark with their Hispanic audience, or worse, is downright offensive due to cultural differences or language nuances. Yes, it’s important to prepare your marketing plan and be culturally inclusive, but at the same time, make sure you’ve covered all your bases and don’t get in a hurry.

Here are a few things marketers and businesses should know about their Hispanic market and the way their Hispanic consumers are shopping:

• Language choice is important. Although there are many Hispanic individuals in the U.S. who are highly acculturated and bilingual or English-dominant, many still feel a strong pull toward advertising with Spanish content, which can serve as a reminder of their family origin. Remember that not all of your advertising needs to be in Spanish, however, you should know your audience and plan thoughtfully created target-language content when appropriate. Whether in Spanish or English, content still has the power to reflect community, background, and culture, so aim for authenticity.

• Hispanic shoppers are early adopters of mobile technology and are extremely digitally savvy. They lead the pack when it comes to engaging online, sharing, and being socially connected. For your brand, this means you should strategically plan marketing that meets them where they are shopping and researching—online. Plan content that is mobile-friendly and offer video to capture their attention. On the go, it’s estimated that at least 72% of Hispanics own at least one mobile device, with several owning and being adept at using more than one. When targeting this market, remember technology is helping the Hispanic population do more of what they already do best—stay connected with friends and family.

• Hispanic shoppers, on the median, are younger than the rest of the population. 77% of Hispanics are under the age of 45, while only 57% of non-Hispanics are under age 45. The younger demographic continues to grow and use technology to their advantage for shopping and connecting, and businesses that focus on offering online social experiences while promoting their brands will be more successful with this audience.

• Culturally relevant messages resonate with Hispanic shoppers. By gaining an understanding of the culture and the things that are important to your consumers, you will be able to deliver more meaningful messages that help connect your audience with your products. The richer the experience you are able to provide, the more your message will resonate—ultimately allowing you to capture even more market opportunities and reach a larger audience.

What Consumers Are Buying

Let’s debunk the myth that high-end brands should not bother with marketing to the Hispanic population. Not only are Hispanic households—families earning more than $75,000 annually—have more than doubled in the past 10 years, and along with that, spending power continues to increase. However, marketing within the upscale brand community is decreasing—probably due to the failure of businesses to recognize and accept the spending power that resides with the Hispanic community.

Here’s a quick look at some of the things the Hispanic community is excited about purchasing:

Smartphones—At least half of Hispanic consumers in the U.S. own one.

Airline Tickets—Staying connected remains at the top of their list of priorities.

Books, Clothing, & Accessories—At least 6% spent more than $2,500 online in a 6-month period.

Vehicles—In 2013, Hispanic shoppers represented 20% of new vehicle sales.

As marketers and businesspeople, it’s time to get in the game with the Hispanic consumer. Making up 18% of the U.S. population, this segment is purchasing from businesses that can prove their relevance, demonstrate cultural awareness, and connect in a meaningful way through authentic messaging and product offerings. By raising the bar and giving Hispanic shoppers the authenticity and variety they are seeking, your business will be a strong contender in the marketplace.

Hispanic Consumers Are Serious About Shopping

As marketers and businesses reach out to Hispanic consumers, one thing is clear: the range of shopping behaviors and attitudes among this segment of the population varies greatly depending on several factors. Shoppers show preferences based on factors such as what is being purchased, why they are purchasing, where they are purchasing, and who they are shopping with. This range of behavior provides a challenging task for those who are marketing to this demographic, with the best course of action being simply to gain the greatest possible consumer insights in order to effectively market to an ever-growing and diverse segment of society.

The Hispanic demographic is shopping, and while they have typically been known for their brand loyalty, more acculturated individuals are tending toward a less brand-loyal approach when it comes to spending their money. Previous generations have opted for loyalty when it comes down to brand, however, younger generations are making companies work harder for their loyalty, showing they are more willing to try new products and brands to find the options they prefer. According to Nielsen Homescan research, this difference is based largely on acculturation, with language being a specific defining factor. In other words, as individuals become more acculturated and more in tune with their new environment, they show less inclination toward brand loyalty and are more comfortable trying new products and brands. This finding stands out for brand leaders because they will need to focus on forging relationships with Hispanic consumers earlier in the acculturation process if they are seeking the typical brand loyalty for which these consumers have been known.

Many companies are realizing they are behind the curve when it comes to marketing to Hispanic shoppers, and with good reason. With a population of over 56 million in the U.S. identifying as Hispanic and a spending power cruising toward a solid $2 trillion by 2020, businesses have been slow to recognize the need to include the Hispanic buying market in their game plans. Now, it’s time to play catch-up, and it’s a frenzied race to see which brands will successfully connect with the Hispanic audience, now the fastest growing segment of the U.S. population.

The importance of creating an inclusive marketing platform cannot be overstated. Companies are often overly eager to jump on the multicultural bandwagon, and by skipping some very important steps, they feel they can be faster to market with their ideas. This is often a mistake that is costly in the long run, resulting in marketing that misses the mark with their Hispanic audience, or worse, is downright offensive due to cultural differences or language nuances. Yes, it’s important to prepare your marketing plan and be culturally inclusive, but at the same time, make sure you’ve covered all your bases and don’t get in a hurry.

Here are a few things marketers and businesses should know about their Hispanic market and the way their Hispanic consumers are shopping:

• Language choice is important. Although there are many Hispanic individuals in the U.S. who are highly acculturated and bilingual or English-dominant, many still feel a strong pull toward advertising with Spanish content, which can serve as a reminder of their family origin. Remember that not all of your advertising needs to be in Spanish, however, you should know your audience and plan thoughtfully created target-language content when appropriate. Whether in Spanish or English, content still has the power to reflect community, background, and culture, so aim for authenticity.

• Hispanic shoppers are early adopters of mobile technology and are extremely digitally savvy. They lead the pack when it comes to engaging online, sharing, and being socially connected. For your brand, this means you should strategically plan marketing that meets them where they are shopping and researching—online. Plan content that is mobile-friendly and offer video to capture their attention. On the go, it’s estimated that at least 72% of Hispanics own at least one mobile device, with several owning and being adept at using more than one. When targeting this market, remember technology is helping the Hispanic population do more of what they already do best—stay connected with friends and family.

• Hispanic shoppers, on the median, are younger than the rest of the population. 77% of Hispanics are under the age of 45, while only 57% of non-Hispanics are under age 45. The younger demographic continues to grow and use technology to their advantage for shopping and connecting, and businesses that focus on offering online social experiences while promoting their brands will be more successful with this audience.

• Culturally relevant messages resonate with Hispanic shoppers. By gaining an understanding of the culture and the things that are important to your consumers, you will be able to deliver more meaningful messages that help connect your audience with your products. The richer the experience you are able to provide, the more your message will resonate—ultimately allowing you to capture even more market opportunities and reach a larger audience.

What Consumers Are Buying

Let’s debunk the myth that high-end brands should not bother with marketing to the Hispanic population. Not only are Hispanic households—families earning more than $75,000 annually—have more than doubled in the past 10 years, and along with that, spending power continues to increase. However, marketing within the upscale brand community is decreasing—probably due to the failure of businesses to recognize and accept the spending power that resides with the Hispanic community.

Here’s a quick look at some of the things the Hispanic community is excited about purchasing:

Smartphones—At least half of Hispanic consumers in the U.S. own one.

Airline Tickets—Staying connected remains at the top of their list of priorities.

Books, Clothing, & Accessories—At least 6% spent more than $2,500 online in a 6-month period.

Vehicles—In 2013, Hispanic shoppers represented 20% of new vehicle sales.

As marketers and businesspeople, it’s time to get in the game with the Hispanic consumer. Making up 18% of the U.S. population, this segment is purchasing from businesses that can prove their relevance, demonstrate cultural awareness, and connect in a meaningful way through authentic messaging and product offerings. By raising the bar and giving Hispanic shoppers the authenticity and variety they are seeking, your business will be a strong contender in the marketplace.

Earning Hispanic Consumer Trust Through Communication and Empowerment

Think about the brands that reach you and catch your attention, whether television ads, ink and paper, or online.  How do they speak to you?  How do they approach you as a consumer?  Chances are, your favorite products are delivered to you courtesy of companies that have taken considerable time and effort to ensure they are communicating with you in just the right way.  Companies that don’t do their homework and strive to communicate with and empower consumers in the marketplace are not the companies we see at the top of the leaderboard when it comes to consumer trust.

Over 56 million strong, the Hispanic population in the U.S. is growing and represents an economic force that should not be ignored by businesses.  Although most businesses are well aware of the spending power present in the Hispanic marketplace, a staggering number are unaware of how to communicate with a multicultural audience in a way that earns trust and consumer loyalty.  Many businesses, in their haste to meet the needs of the Hispanic consumer, have jumped into poorly planned marketing campaigns as a way of quickly offering a solution to growing markets, but there is a better way!

Before jumping into any campaign, marketers and businesses alike would be wise to take the words of Cuban American singer Pitbull to heart as he talks about Hispanic culture.  “The culture is amazing and its buying power is through the roof, but I think it’s about more than the buying power.  It’s about the real people.”  By taking into consideration the individuality of your market and focusing on the real people and authentic culture that form your customer base, you’ll make greater strides toward developing lasting consumer trust.

Getting Past the Buying Power

It’s true that the Hispanic population in the U.S. has tremendous buying power—$ 1.5 trillion approximately—but the companies that will be successful in connecting with this segment of the population are the ones that will forget about the buying power and focus on the people, the culture, and the communities behind the money.  For many, it’s nearly impossible to remove their “business hats” and forget about the bottom line for a moment, but by focusing on a true, authentic connection with the Hispanic population, the products and services they are selling are more likely to be accepted.

In the Hispanic community, relationships are forged over time, and trust is not earned without demonstrating authenticity and cultural awareness.  This means marketers will need to focus on where their priorities lie with shoppers.  Instead of forcing products on their Hispanic audience, marketers need to emphasize culture, values, and customs and empower the Hispanic population to make their buying decisions based on the brands that give them a voice.  It’s not as simple as defining a language and tossing advertising dollars at quick translations; instead, companies must be willing to invest more than money—they must invest more of themselves.

Building Consumer Trust

Several companies have figured out the keys to marketing successfully to the Hispanic consumer.  We need not look far to see leaders in the field (Nestle, Coca-Cola, Wal-Mart, McDonald’s), and they have done this by focusing on their consumers and staying true to their brand ideals, all the while presenting product aspects that appeal to their consumers.  For example, the McDonald’s “First Customer” advertisement was able to capture the importance of family in the Hispanic community as a mom and dad pull through the Drive-Thru and are the first customers at their teenaged son’s first job.  Not only did they show up to cheer him on, but they had their camera in tow and were taking pictures to help them remember the day.  In just one minute, McDonald’s captures the importance of family as well as an important milestone—all while integrating a few strategic Spanish words into the content.

Companies that are succeeding in reaching their Hispanic markets aren’t doing so by accident.  It takes time, market development, and careful planning to continuously close gaps that exist in marketing.  The Hispanic consumer in today’s market offers an opportunity for businesses that are willing to work and present authentic marketing solutions, but companies must realize it is more than a total market strategy, as the Hispanic market itself is extremely diverse and rich in culture and tradition.

As a starting place, marketers delving into the Hispanic market can look to the following tips for guidance:

• Integrate your Hispanic audience.  Rather than talking TOWARD them, include them in your campaign.  Give your campaigns a synergistic feeling from the beginning by planning inclusive content.

• Ensure your content reflects the culture of your audience.  Take things like country of origin, education, level of acculturation, traditions, and other factors into consideration when planning your message.

• Your message may not always need to be in Spanish.  Not all Hispanic shoppers speak Spanish, and likewise, not all Hispanic shoppers speak English; as a marketer, this puts you into a bit of a conundrum.  The only thing to do is get to know your audience.  Do research to determine whether the audience you are addressing is bilingual, Spanish-dominant, English-dominant—or even whether language usage changes at different times of day, depending whether speakers are at work or at home.

• Just as in all your marketing, find your influencers.  Hispanics are early adopters of technology and known for being influencers, so find out who can speak up for your brand and provide powerful word-of-mouth messaging.

• Be aware of family values as you deliver your content.  Hispanic consumers tend to have extremely close connections with family, and often different generations will live in a single household.  Consumers who are part of multi-generational households will find a family-centered business approach appealing.

• Present a strong brand value.  Once you have earned the trust of your Hispanic consumers, they tend to be brand loyal.  When a company is able to present strong brand values, it will likely enjoy more success in the Hispanic market.

The population in the U.S. is ever-changing, and those who are driven to succeed will continue to embrace change while engaging and encouraging every consumer to interact with their brands.  The leaders are those who will be willing to examine how they are reaching out, and they will commit to re-energizing their brands by communicating with and empowering consumers.

Want more information on reaching your Hispanic automotive consumer?  Check out our articles here.  Do you have a bilingual dealership?  FuzeCast is available in both English and Spanish to improve communication.  Call us today 1-855-313-2452 and see how you can put FuzeCast to work for your dealership!

Earning Hispanic Consumer Trust Through Communication and Empowerment

Think about the brands that reach you and catch your attention, whether television ads, ink and paper, or online.  How do they speak to you?  How do they approach you as a consumer?  Chances are, your favorite products are delivered to you courtesy of companies that have taken considerable time and effort to ensure they are communicating with you in just the right way.  Companies that don’t do their homework and strive to communicate with and empower consumers in the marketplace are not the companies we see at the top of the leaderboard when it comes to consumer trust.

Over 56 million strong, the Hispanic population in the U.S. is growing and represents an economic force that should not be ignored by businesses.  Although most businesses are well aware of the spending power present in the Hispanic marketplace, a staggering number are unaware of how to communicate with a multicultural audience in a way that earns trust and consumer loyalty.  Many businesses, in their haste to meet the needs of the Hispanic consumer, have jumped into poorly planned marketing campaigns as a way of quickly offering a solution to growing markets, but there is a better way!

Before jumping into any campaign, marketers and businesses alike would be wise to take the words of Cuban American singer Pitbull to heart as he talks about Hispanic culture.  “The culture is amazing and its buying power is through the roof, but I think it’s about more than the buying power.  It’s about the real people.”  By taking into consideration the individuality of your market and focusing on the real people and authentic culture that form your customer base, you’ll make greater strides toward developing lasting consumer trust.

Getting Past the Buying Power

It’s true that the Hispanic population in the U.S. has tremendous buying power—$ 1.5 trillion approximately—but the companies that will be successful in connecting with this segment of the population are the ones that will forget about the buying power and focus on the people, the culture, and the communities behind the money.  For many, it’s nearly impossible to remove their “business hats” and forget about the bottom line for a moment, but by focusing on a true, authentic connection with the Hispanic population, the products and services they are selling are more likely to be accepted.

In the Hispanic community, relationships are forged over time, and trust is not earned without demonstrating authenticity and cultural awareness.  This means marketers will need to focus on where their priorities lie with shoppers.  Instead of forcing products on their Hispanic audience, marketers need to emphasize culture, values, and customs and empower the Hispanic population to make their buying decisions based on the brands that give them a voice.  It’s not as simple as defining a language and tossing advertising dollars at quick translations; instead, companies must be willing to invest more than money—they must invest more of themselves.

Building Consumer Trust

Several companies have figured out the keys to marketing successfully to the Hispanic consumer.  We need not look far to see leaders in the field (Nestle, Coca-Cola, Wal-Mart, McDonald’s), and they have done this by focusing on their consumers and staying true to their brand ideals, all the while presenting product aspects that appeal to their consumers.  For example, the McDonald’s “First Customer” advertisement was able to capture the importance of family in the Hispanic community as a mom and dad pull through the Drive-Thru and are the first customers at their teenaged son’s first job.  Not only did they show up to cheer him on, but they had their camera in tow and were taking pictures to help them remember the day.  In just one minute, McDonald’s captures the importance of family as well as an important milestone—all while integrating a few strategic Spanish words into the content.

Companies that are succeeding in reaching their Hispanic markets aren’t doing so by accident.  It takes time, market development, and careful planning to continuously close gaps that exist in marketing.  The Hispanic consumer in today’s market offers an opportunity for businesses that are willing to work and present authentic marketing solutions, but companies must realize it is more than a total market strategy, as the Hispanic market itself is extremely diverse and rich in culture and tradition.

As a starting place, marketers delving into the Hispanic market can look to the following tips for guidance:

• Integrate your Hispanic audience.  Rather than talking TOWARD them, include them in your campaign.  Give your campaigns a synergistic feeling from the beginning by planning inclusive content.

• Ensure your content reflects the culture of your audience.  Take things like country of origin, education, level of acculturation, traditions, and other factors into consideration when planning your message.

• Your message may not always need to be in Spanish.  Not all Hispanic shoppers speak Spanish, and likewise, not all Hispanic shoppers speak English; as a marketer, this puts you into a bit of a conundrum.  The only thing to do is get to know your audience.  Do research to determine whether the audience you are addressing is bilingual, Spanish-dominant, English-dominant—or even whether language usage changes at different times of day, depending whether speakers are at work or at home.

• Just as in all your marketing, find your influencers.  Hispanics are early adopters of technology and known for being influencers, so find out who can speak up for your brand and provide powerful word-of-mouth messaging.

• Be aware of family values as you deliver your content.  Hispanic consumers tend to have extremely close connections with family, and often different generations will live in a single household.  Consumers who are part of multi-generational households will find a family-centered business approach appealing.

• Present a strong brand value.  Once you have earned the trust of your Hispanic consumers, they tend to be brand loyal.  When a company is able to present strong brand values, it will likely enjoy more success in the Hispanic market.

The population in the U.S. is ever-changing, and those who are driven to succeed will continue to embrace change while engaging and encouraging every consumer to interact with their brands.  The leaders are those who will be willing to examine how they are reaching out, and they will commit to re-energizing their brands by communicating with and empowering consumers.

Want more information on reaching your Hispanic automotive consumer?  Check out our articles here.  Do you have a bilingual dealership?  FuzeCast is available in both English and Spanish to improve communication.  Call us today 1-855-313-2452 and see how you can put FuzeCast to work for your dealership!

This Week in Social Media with @SocialLittleMan

News for the Week of August 10, 2015

Hey everyone! @SocialLittleman here with your weekly social media news and highlights.  I’d love to hear if these updates are helpful to you, so leave me a comment, Tweet or Facebook me and let me know!

Instagram Ads API Partner Program

As promised in June, Instagram followed through and launched the Ads API Partner Program introducing the ability to schedule and publish content, monitor audiences, and share access to Instagram accounts across teams. Launch partners include Ampush, Brand Networks, 4C, Kenshoo, Nanigans, Salesforce Marketing Cloud, Social Code, and Unified. According to Jamie Tedford, co-founder and CEO of Brand Networks, this will help brands use the same advanced Facebook tools to target audiences and deliver relevant advertising campaigns. Savvy dealerships should keep their eyes open to the possibilities of reaching a broader customer base through Instagram advertising in the near future.

New Communications Features for Facebook Pages

Facebook is responding to the need for improved communication between businesses by enhancing its pages functionality. Users will now enjoy a more personal way to connect with businesses via a new Send Message button, which allows individuals to initiate private conversations with business pages from News Feed ads. In turn, businesses will be able to see which ad prompted individuals to send a message, and they’ll be able to reply and follow up to consumer interaction. Additionally, Facebook Pages will soon allow Page admins to reply to public comments via private message, making it even more efficient to resolve and handle customer requests. Finally, business that are known for responding to individual messages will be rewarded with a “Very responsive to messages” badge that will appear on their profiles, allowing users to identify and communicate with businesses that are the most responsive. For dealerships looking to boost business via Facebook, these updated communications tools are a great way to stay in touch with your market and interact on a regular basis.

Facebook Live Video Streaming

Facebook recently introduced live, a way for public figures and influencers to share live video with their fans in real time. A way of growing and engaging a fan base, Live can be used to build an audience and connect in a relevant way with your followers. The app is a way for Facebook users to connect with, comment on, like, or share what their favorite public figures are up to. Currently only available for those with verified Pages in the U.S., Facebook is planning to extend availability of the app in the near future. We all know consumers are increasingly visual shoppers, and the ability to share live video directly from your lot to Facebook will allow you to reach your market in a new and innovative way. Keep your eyes on this to expand from a test market to full accessibility!

Facebook Messenger for Business

Facebook continues to innovate, making it easier than ever for businesses to stay in touch and have real-time conversations with customers wherever they are. Introducing Business on Messenger Facebook offers your customers the opportunity to sign up for personalized updates from you when they check out on your website. Once your customers select this option, you’ll be able to send them relevant, detailed messages including order updates, product information, and more. This also gives customers the information necessary to reach out to your business whenever they need to communicate with you. Offering live chat, photo capabilities, and text, you’ll be able to deliver customer service on an entirely new level. Dealerships will want to hone in on this newest offering from Facebook Messenger, which will allow them to communicate with individual customers in real time, while providing top-line customer service.

Twitter Ads Editor

Businesses that are managing several ads at once will be glad to see the launch of the Twitter ads editor. Using Excel to manage campaigns, this tool will help advertisers create and manage multiple ads simultaneously. By downloading an Excel spreadsheet, users can plan and edit campaign end dates, budgets, and targeting criteria; and once the spreadsheet is ready, it can be uploaded and applied instantly with a single click. It’s easy to add new campaigns and edit multiple times with the Twitter Ads editor, making managing ads in bulk a much easier task than it has ever been before. Busy dealerships that are balancing multiple ads should take a peek at this tool to see how it can help simplify and streamline the Twitter Ads process.

Google AdWords Introduces Easier Way to Create Display Campaigns

Based on marketing objectives, users can now choose settings in the new setup flow for creating Display campaigns on Google. Google knows marketers start every campaign with an objective, and by introducing an easier way to select the right settings, users will be able to deliver a more targeted campaign. The new Display setup includes a list of objectives designed for marketers of all sizes and many industries, and once marketers have selected a marketing objective, they are guided by AdWords to the most relevant settings to meet the objective. Although AdWords makes suggestions, individual marketers are still in the driver’s seat, leaving the final setting decisions up to them. Dealerships looking for keyword guidance, help with building consumer awareness, and audience targeting should investigate the newest capabilities of Google AdWords.

Tip of the Week—Remember the 80/20 Rule

As a thought leader in your industry, keep in mind your online followers and customers look to you for valuable advice and knowledge, and when you are able to share helpful or interesting content, they will continue to seek you out. Everyone is in business to sell, but be careful not to inundate your online audience with too much selling. We’ve probably all seen the posts in our individual Facebook feeds that go overboard—either individuals selling weight loss products or businesses posting continuous ads—and our first inclination is either to block them from our feeds or unfriend them completely. Overselling and getting blocked by your online followers is not the outcome you’re looking for, so be sure to strike a balance with your content by using the following tips:

• Follow the 80/20 Rule. Ensure 80% of what you post is quality content that offers something of interest to your online followers. Try articles like car-care tips, local interest, and events your dealership is hosting. Keep selling content to only 20% of your total posts, and use those posts to update your followers about great new promotions or inventory that’s exciting.
• Provide great content. It will feel like you’re not selling, but by educating your online audience, you are building your brand and expanding your reach. This is the new way of selling, and you’ll find yourself seeing greater success and happier customers.
• Interact with customers online. Your customers—both pre-sale and post-sale—are online, and that’s where you need to be, too. Not only should be you be posting quality content for them to enjoy, but be there to interact with them and respond when they react to your posts. Their feedback will help you build your brand!
• Be a leader. Many dealerships and businesses haven’t yet figured out the power of social media. If you’ve already figured it out, you’re ahead of the game, so use that to your advantage. Consumers will appreciate your innovative attitude and your willingness to meet them where they want to shop and do their research.

By following the 80/20 Rule and posting quality content your audience wants to read, you’ll soon position yourself as the go-to dealership when it comes to online knowledge sharing. Interacting with your online followers is key, and when you offer relevant content that fills a consumer need, consumers will look to you as their dealership of choice. Happy content sharing!

This Week in Social Media with @SocialLittleMan

News for the Week of August 10, 2015

Hey everyone! @SocialLittleman here with your weekly social media news and highlights.  I’d love to hear if these updates are helpful to you, so leave me a comment, Tweet or Facebook me and let me know!

Instagram Ads API Partner Program

As promised in June, Instagram followed through and launched the Ads API Partner Program introducing the ability to schedule and publish content, monitor audiences, and share access to Instagram accounts across teams. Launch partners include Ampush, Brand Networks, 4C, Kenshoo, Nanigans, Salesforce Marketing Cloud, Social Code, and Unified. According to Jamie Tedford, co-founder and CEO of Brand Networks, this will help brands use the same advanced Facebook tools to target audiences and deliver relevant advertising campaigns. Savvy dealerships should keep their eyes open to the possibilities of reaching a broader customer base through Instagram advertising in the near future.

New Communications Features for Facebook Pages

Facebook is responding to the need for improved communication between businesses by enhancing its pages functionality. Users will now enjoy a more personal way to connect with businesses via a new Send Message button, which allows individuals to initiate private conversations with business pages from News Feed ads. In turn, businesses will be able to see which ad prompted individuals to send a message, and they’ll be able to reply and follow up to consumer interaction. Additionally, Facebook Pages will soon allow Page admins to reply to public comments via private message, making it even more efficient to resolve and handle customer requests. Finally, business that are known for responding to individual messages will be rewarded with a “Very responsive to messages” badge that will appear on their profiles, allowing users to identify and communicate with businesses that are the most responsive. For dealerships looking to boost business via Facebook, these updated communications tools are a great way to stay in touch with your market and interact on a regular basis.

Facebook Live Video Streaming

Facebook recently introduced live, a way for public figures and influencers to share live video with their fans in real time. A way of growing and engaging a fan base, Live can be used to build an audience and connect in a relevant way with your followers. The app is a way for Facebook users to connect with, comment on, like, or share what their favorite public figures are up to. Currently only available for those with verified Pages in the U.S., Facebook is planning to extend availability of the app in the near future. We all know consumers are increasingly visual shoppers, and the ability to share live video directly from your lot to Facebook will allow you to reach your market in a new and innovative way. Keep your eyes on this to expand from a test market to full accessibility!

Facebook Messenger for Business

Facebook continues to innovate, making it easier than ever for businesses to stay in touch and have real-time conversations with customers wherever they are. Introducing Business on Messenger Facebook offers your customers the opportunity to sign up for personalized updates from you when they check out on your website. Once your customers select this option, you’ll be able to send them relevant, detailed messages including order updates, product information, and more. This also gives customers the information necessary to reach out to your business whenever they need to communicate with you. Offering live chat, photo capabilities, and text, you’ll be able to deliver customer service on an entirely new level. Dealerships will want to hone in on this newest offering from Facebook Messenger, which will allow them to communicate with individual customers in real time, while providing top-line customer service.

Twitter Ads Editor

Businesses that are managing several ads at once will be glad to see the launch of the Twitter ads editor. Using Excel to manage campaigns, this tool will help advertisers create and manage multiple ads simultaneously. By downloading an Excel spreadsheet, users can plan and edit campaign end dates, budgets, and targeting criteria; and once the spreadsheet is ready, it can be uploaded and applied instantly with a single click. It’s easy to add new campaigns and edit multiple times with the Twitter Ads editor, making managing ads in bulk a much easier task than it has ever been before. Busy dealerships that are balancing multiple ads should take a peek at this tool to see how it can help simplify and streamline the Twitter Ads process.

Google AdWords Introduces Easier Way to Create Display Campaigns

Based on marketing objectives, users can now choose settings in the new setup flow for creating Display campaigns on Google. Google knows marketers start every campaign with an objective, and by introducing an easier way to select the right settings, users will be able to deliver a more targeted campaign. The new Display setup includes a list of objectives designed for marketers of all sizes and many industries, and once marketers have selected a marketing objective, they are guided by AdWords to the most relevant settings to meet the objective. Although AdWords makes suggestions, individual marketers are still in the driver’s seat, leaving the final setting decisions up to them. Dealerships looking for keyword guidance, help with building consumer awareness, and audience targeting should investigate the newest capabilities of Google AdWords.

Tip of the Week—Remember the 80/20 Rule

As a thought leader in your industry, keep in mind your online followers and customers look to you for valuable advice and knowledge, and when you are able to share helpful or interesting content, they will continue to seek you out. Everyone is in business to sell, but be careful not to inundate your online audience with too much selling. We’ve probably all seen the posts in our individual Facebook feeds that go overboard—either individuals selling weight loss products or businesses posting continuous ads—and our first inclination is either to block them from our feeds or unfriend them completely. Overselling and getting blocked by your online followers is not the outcome you’re looking for, so be sure to strike a balance with your content by using the following tips:

• Follow the 80/20 Rule. Ensure 80% of what you post is quality content that offers something of interest to your online followers. Try articles like car-care tips, local interest, and events your dealership is hosting. Keep selling content to only 20% of your total posts, and use those posts to update your followers about great new promotions or inventory that’s exciting.
• Provide great content. It will feel like you’re not selling, but by educating your online audience, you are building your brand and expanding your reach. This is the new way of selling, and you’ll find yourself seeing greater success and happier customers.
• Interact with customers online. Your customers—both pre-sale and post-sale—are online, and that’s where you need to be, too. Not only should be you be posting quality content for them to enjoy, but be there to interact with them and respond when they react to your posts. Their feedback will help you build your brand!
• Be a leader. Many dealerships and businesses haven’t yet figured out the power of social media. If you’ve already figured it out, you’re ahead of the game, so use that to your advantage. Consumers will appreciate your innovative attitude and your willingness to meet them where they want to shop and do their research.

By following the 80/20 Rule and posting quality content your audience wants to read, you’ll soon position yourself as the go-to dealership when it comes to online knowledge sharing. Interacting with your online followers is key, and when you offer relevant content that fills a consumer need, consumers will look to you as their dealership of choice. Happy content sharing!

Discover Your Market: Your Hispanic Consumer Part II

Marketing to Various Acculturation Levels

Everyone knows they need to market to Hispanic consumers, and if you don’t know, here’s a little secret: You need to market to Hispanic consumers!

Here’s quick run-down of why: 

• There are over 56 MILLION people in the U.S. today who identify as Hispanic, and this diverse group of people holds in their hands $1.5 TRILLION in purchasing power. (No business should be willing to turn its back on marketing to approximately 18% of the population.)

• In 2020, the U.S. Census estimates the Hispanic population will be around 94 million people.

Defining Acculturation

Acculturation refers to the process by which an individual or group of people adapts to or borrows traits from another culture.For marketers targeting the Hispanic population, acculturation is a way of segmenting according to factors such as language, income level, and even purchasing behaviors. Before creating content for an audience, businesses should study their target market and determine the level(s) of acculturation present in the groups that will receive their messages in order to allow them to present the most effective marketing campaign possible.

Levels of acculturation can be defined in various ways, so for the sake of keeping the definitions straightforward, three levels of acculturation are outlined:

• Highly Acculturated
• Partially Acculturated
• Unacculturated

Simply by reading the above-listed levels of acculturation, readers are probably able to begin identifying traits that might place individuals in one level or another. In order to successfully market to the Hispanic population in any given area, it is necessary to understand, among many other things, the level of acculturation of the audience being targeted. Once you have done that, you’ll be able to more effectively speak to a particular group, keeping their level of acculturation in mind.

The Acculturated Hispanic Consumer

This consumer is English-dominant and was either born in the U.S. or has been living in the U.S. for at least 10 years. Marketers will note that highly acculturated consumers will enjoy doing business mostly in English and will prefer to receive their communication and marketing materials in English. They likely don’t participate in many Hispanic traditions, and their behavior in the marketplace is similar to that of the general market. Approximately 11% of Hispanic adults fall into this category.

The Partially Acculturated Hispanic Consumer

Meet your bilingual consumer. This consumer was either born in the U.S. or has lived in this country for several years and is comfortable with either Spanish or English. Marketers will note this consumer will not specifically lean toward products that are distinctly Hispanic. This shopper remains dedicated to keeping traditions alive and remains loyal to his or her native country’s history and customs.

The Unacculturated Consumer

This consumer is Spanish-dominant and typically foreign-born, preferring to only speak Spanish when conducting business. He or she uses mostly Spanish at home and will seek out products that are familiar and that have been used in the native country. New U.S. cultures and traditions are acquired more slowly, as this consumer surrounds himself or herself with Spanish-speaking friends and family and retains a high level of Hispanic traditions and customs.

Acculturation is merely one level of segmentation, however it can be quite helpful to marketers and businesses who are working to connect and extend their reach within the Hispanic community. By knowing more about your audience, you will be able to connect on a more personal and meaningful level to deliver content that is relevant in the language and style your consumers desire. Knowing the level of acculturation, for example, will keep professionals from making the mistake of blasting English-only content to a Spanish-dominant audience. Remember never to treat an entire population segment as a whole, but instead, analyze it and decide what the best approach would be for that particular audience when it comes to disseminating your company’s message. In some cases, just a little bit of homework can save an entire marketing campaign!

Aside from defining acculturation levels, if marketers are unsure of how to approach their Hispanic market, they should focus on other unifying factors that appeal to the Hispanic audience in general, such as family, food, entertainment, and music. As covered in the previous article, Cultural Relevancy and Your Market, there are many things that define a culture—language can be an anchor and a common theme, but many other things go into the mix when creating a true connection.

You will be able to market to your Hispanic audience with confidence after you’ve done your research so that you can create the best and most meaningful cultural connection possible. So get out there and speak loudly and clearly for 56 million people to hear. Just make sure you know your audience and say it in just the right way.

Discover Your Market: Your Hispanic Consumer Part II

Marketing to Various Acculturation Levels

Everyone knows they need to market to Hispanic consumers, and if you don’t know, here’s a little secret: You need to market to Hispanic consumers!

Here’s quick run-down of why: 

• There are over 56 MILLION people in the U.S. today who identify as Hispanic, and this diverse group of people holds in their hands $1.5 TRILLION in purchasing power. (No business should be willing to turn its back on marketing to approximately 18% of the population.)

• In 2020, the U.S. Census estimates the Hispanic population will be around 94 million people.

Defining Acculturation

Acculturation refers to the process by which an individual or group of people adapts to or borrows traits from another culture.For marketers targeting the Hispanic population, acculturation is a way of segmenting according to factors such as language, income level, and even purchasing behaviors. Before creating content for an audience, businesses should study their target market and determine the level(s) of acculturation present in the groups that will receive their messages in order to allow them to present the most effective marketing campaign possible.

Levels of acculturation can be defined in various ways, so for the sake of keeping the definitions straightforward, three levels of acculturation are outlined:

• Highly Acculturated
• Partially Acculturated
• Unacculturated

Simply by reading the above-listed levels of acculturation, readers are probably able to begin identifying traits that might place individuals in one level or another. In order to successfully market to the Hispanic population in any given area, it is necessary to understand, among many other things, the level of acculturation of the audience being targeted. Once you have done that, you’ll be able to more effectively speak to a particular group, keeping their level of acculturation in mind.

The Acculturated Hispanic Consumer

This consumer is English-dominant and was either born in the U.S. or has been living in the U.S. for at least 10 years. Marketers will note that highly acculturated consumers will enjoy doing business mostly in English and will prefer to receive their communication and marketing materials in English. They likely don’t participate in many Hispanic traditions, and their behavior in the marketplace is similar to that of the general market. Approximately 11% of Hispanic adults fall into this category.

The Partially Acculturated Hispanic Consumer

Meet your bilingual consumer. This consumer was either born in the U.S. or has lived in this country for several years and is comfortable with either Spanish or English. Marketers will note this consumer will not specifically lean toward products that are distinctly Hispanic. This shopper remains dedicated to keeping traditions alive and remains loyal to his or her native country’s history and customs.

The Unacculturated Consumer

This consumer is Spanish-dominant and typically foreign-born, preferring to only speak Spanish when conducting business. He or she uses mostly Spanish at home and will seek out products that are familiar and that have been used in the native country. New U.S. cultures and traditions are acquired more slowly, as this consumer surrounds himself or herself with Spanish-speaking friends and family and retains a high level of Hispanic traditions and customs.

Acculturation is merely one level of segmentation, however it can be quite helpful to marketers and businesses who are working to connect and extend their reach within the Hispanic community. By knowing more about your audience, you will be able to connect on a more personal and meaningful level to deliver content that is relevant in the language and style your consumers desire. Knowing the level of acculturation, for example, will keep professionals from making the mistake of blasting English-only content to a Spanish-dominant audience. Remember never to treat an entire population segment as a whole, but instead, analyze it and decide what the best approach would be for that particular audience when it comes to disseminating your company’s message. In some cases, just a little bit of homework can save an entire marketing campaign!

Aside from defining acculturation levels, if marketers are unsure of how to approach their Hispanic market, they should focus on other unifying factors that appeal to the Hispanic audience in general, such as family, food, entertainment, and music. As covered in the previous article, Cultural Relevancy and Your Market, there are many things that define a culture—language can be an anchor and a common theme, but many other things go into the mix when creating a true connection.

You will be able to market to your Hispanic audience with confidence after you’ve done your research so that you can create the best and most meaningful cultural connection possible. So get out there and speak loudly and clearly for 56 million people to hear. Just make sure you know your audience and say it in just the right way.