What to Consider When Marketing to a Specific Culture
Marketing is one thing that can make or break a business especially in it’s early stages. The four P’s of marketing are Product, Price, Place, and Promotion. Place and promotion go hand in hand. Deciding where to sell a product or service is just as important as deciding where and how to promote it. Promotion is a great way to get people interested in a product or service being offered. Advertising is half the battle, much research needs to be done before actually putting an advertising plan into action. The trick to promoting is knowing who you are promoting to, finding your target market.
A target market will be the people most likely to buy your service or product. Research into this group will help better understand how to get their attention. As with most groups in this time, online and social media marketing is one of the main places people see advertising.
Suppose you find your target market to be people that are Hispanic. It isn’t enough to just know the language they speak and sprinkle that through an advertisement. Knowing what age group to target also holds importance, each generation is different. Hispanic people responded positively to an advertisement that hints at heritage and traditions specific to their culture.
Optimizing & Social Media
Most hispanic advertising can be optimized by creating advertisement that is mobile friendly. From 2012 to 2015 the amount of Hispanic internet users that used smartphones specifically jumped to 94%. It is no longer enough to have a good website if it cannot be viewed well on a mobile device.
Search engines are in a sense a liaison between people looking for information and the right website. Search engine marketing allows businesses to essentially “pay per click”. The business pays a search engine to put the link to their cite in a place where the target audience will view it at a high volume.
Social media is a great outlet to reach the Hispanic community. A research center reported that nearly 73% of Hispanics use Facebook, that’s 29 million! This high percentage of the target market being on Facebook would make it a great place to advertise. The new question is what type and what content should be in the advertisement.
Between Facebook, Instagram, Twitter there are many different ways to reach people. Video marketing for example, is no longer just limited to commercials. On Facebook or Instagram somebody watching a video can expect to see an ad that cannot be skipped in the middle of what they are watching. This ad may only be a few seconds but a main idea has gotten across to the viewer.
To optimize this, research into what videos the target market are watching. Then inserting an ad they will be interested in may lead to people seeking that product or service out. By finding where the target market is spending time and strategically placing an advertisement there can make all the difference, especially when it comes to online marketing.