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How to Choose a Hispanic Marketing Agency for your Local Business

Maya Rector • March 15, 2023

Given that roughly 20% of the U.S. is Hispanic, finding an advertising agency who knows this audience inside and out is imperative to growing your business - especially if you live in an area with a large Hispanic population. While the process may seem confusing at first, it shouldn’t have to be that way. Keep reading for tips on choosing a Hispanic marketing agency for your local business so you can hit the ground running. 

What is Hispanic Marketing?

Before you find out how to pick the perfect Hispanic marketing agency, it’s important to know what Hispanic marketing entails in the first place. Hispanic marketing falls under the category of multicultural marketing, or marketing that aims to reach a specific target audience in alignment with that audience’s culture. The term “Hispanic marketing” and “Latino marketing” are often used interchangeably to identify audiences who are from or descended from Latin American and/or Spanish speaking countries. As a result, Hispanic marketing relies on incorporating topics such as language, cultural values, and relevant messaging that will resonate best among the Hispanic community. 

Hispanic ads can either be translated or modified from general market ads in English, or they can be created entirely for the Hispanic audience in mind. While different strategies will work depending on the objective at hand, it’s important for agencies and businesses alike to treat each campaign individually - even subtle changes can make a world of a difference in whether or not audiences will be receptive to a particular ad. While many advertisers assume that all Hispanics in the U.S. speak or always prefer to be addressed in Spanish, this assumption paints a limited picture of the spectrum of preferences among Latinos. 

A 2018 Simmons Research study revealed that 75% of Hispanic adults prefer to speak at least some Spanish. However, among all Hispanics, 55% prefer to speak mostly or only English instead of only or mostly Spanish - a distinctive difference from the assumption that all Latinos prefer Spanish. Matters become even more nuanced when looking at generations across the U.S. Hispanic population. First generation Hispanics (those born outside the United States) prefer Spanish by a wide margin, while second-generation Hispanics, (born in the United States to at least one foreign-born parent), tend to favor speaking all or mostly in English. Roughly 64% of third-generation Hispanics - individuals born in the United States to American-born parents - say they prefer to speak only in English, while the remainder of third generation Hispanics say that they still prefer to speak Spanish at least some of the time. 

That being said, Spanish still plays a crucial role, and there are also Hispanics in the U.S. who prefer a mix of both languages or who generally do not mind either way. Because language is a personal preference dependent on factors including age, country of origin, cultural ties, and generational differences, teaming up with an agency that acknowledges these nuances is key to developing a successful Hispanic marketing strategy. 

Why Hispanic Digital Marketing? 

Hispanics are a crucial group to reach within the U.S., yet advertisers and businesses alike often miss major opportunities by failing to reach them. For instance, 2018 U.S. Hispanic ad spend was roughly $9.4 billion - only 6% of the total U.S. ad spend of $151 billion. Even more shocking, the Hispanic population reached 64 million people in 2019, making them the second-largest demographic group in the U.S. at 19.5% of the total population. According to these figures, U.S. Hispanic ad spending should be closer to the $20 billion range, showing that there is a huge gap between the Hispanic population and the advertising spend being implemented to reach them. Despite not always being accounted for in advertising spend, the visibility of Latino culture has been brought to center stage thanks to Latinos making their mark across industries such as media, music, and entertainment - which impacts the future of advertising as well. 

Melissa Giles, Founder of Soulfrito an Urban Latin Music Festival and Culture Strategy Group, expressed that Latino artists in the U.S. are beginning to make huge strides among both the Hispanic market and general market when she explained, “The music industry both on the Latin and General market side has just barely scratched the surface with tapping U.S. born Latino talent who are pulling from various influences outside of Latin music.” That being said, even among Latino musicians, influences and styles are unique and cannot be assumed to be the same. Music streaming services such as Pandora and Spotify are wildly popular, especially among younger generations, and these popular digital audio platforms hold plenty of prime advertising opportunities for businesses looking to reach receptive Hispanic audiences of all backgrounds. 

One important reason for these services being sought after in advertising is that they benefit from increasingly personalized and culturally relevant A.I. technology. This technology can provide algorithms that help maintain cultural preferences for listeners, while also introducing new music genres and artists to a broader portion of the population. Evidently, Latino culture is making a mark, and its effects are already beginning to trickle down into a variety of aspects in American culture - including everyday music, media, and advertising. In addition to digital audio advertising, digital marketing of all forms is crucial for reaching Hispanics, who are younger on average than the general market population. As of 2019, Hispanics ages 6 to 34 represented approximately 25% of all U.S. consumers- and these consumers are especially receptive to digital advertising. According to a 2019 MRI Simmons report, Hispanic shoppers are motivated by online ads at a 21% greater rate than non-Hispanics, and are motivated by video monitor displays at a 91% greater rate. Additionally, Hispanics shoppers are also motivated by shopping cart ads at a 76% greater rate than the general market. 

Given their younger age and receptiveness to ads, especially via digital channels, it’s crucial to begin building relationships with Hispanic audiences. Keeping this group in mind when informing your business’ long term growth and marketing strategy is well worth it since young Hispanic consumers are still in the midst of forming brand loyalty. In other words, the relationships you cultivate with this audience today will inform their purchasing decisions and loyalty for many years to come - meaning an even bigger payoff for your business.
 

What to Look for in a Hispanic Advertising Agency

Due to the increasing Hispanic population and their importance as consumers, more Hispanic marketing agencies have been popping up across the country. However, not all are equal in terms of their effectiveness and expertise. So how can you pick the right one for your business in particular? One way to start your Hispanic marketing journey is to first find an agency with experience in your particular market area. Because Hispanics in the U.S. come from a variety of Latino cultures and backgrounds, as well as age and assimilation differences, there is not one foolproof way to reach them. 


For example, a fifty year old foreign born Cuban individual living in Orlando, Florida will likely have a much different perspective and advertising preferences compared to a twenty five year old Mexican-American individual living in Los Angeles, California. That being said, finding an agency local to your business will play a crucial role in gaining a better understanding of the Hispanic consumers in your specific market. Steer clear of any agency that alludes to all Hispanics being the same or always preferring one language over the other - this is simply false! 


Another way to narrow down your Digital marketing agencies options is to pay close attention to the proven results of each agency - the proof is in the pudding. Do they have case studies available showcasing successful campaigns and satisfied clients? Have they been in the Hispanic marketing space for the long haul, and do they have results-based expertise? Are any of their current or prior clients a part of your industry? Whether you’re an attorney, auto dealer, finance professional, politician, etc., partnering with an agency who has experience in your particular field can make a major difference and can give you a better idea of what to expect from them as an agency partner. 

Our Hispanic Marketing Strategy

Entravision was founded in 1996, with a mission to bridge the Latino information gap through trusted news and top-rated entertainment for Latinos across the United States. Flash forward twenty four years later, and Entravision is now a diversified global media, marketing, and technology company with a portfolio of 55 television stations, 49 radio stations, and robust nationwide digital platforms across 26 markets to reach Hispanic audiences. Thanks to the massive growth of digital use and consumption in recent years, Entravision Local Marketing Solutions has helped expand more than 3,000 clients’ local businesses over the past 11 years thanks to the expertise of our seasoned digital marketing consultants and a talented in-house creative team. 

We make sure to combine the best of both worlds to make sure your business uses the right digital solutions and the best creative strategies to reach Hispanic audiences in your area - while leaving a lasting impression to build meaningful relationships with them in the process. Addressing the Latino market authentically by reaching consumers in their preferred language and method of communication is our bread and butter. Our people-first method is backed by exclusive first-party audience data, which gives us a full picture of markets across the nation and allows us to acknowledge and optimize for the varying levels of acculturation among U.S. Hispanics. 

How are we able to do this? Thanks to over a decade in the Hispanic marketing space, we’ve developed our tried and true Cultural Affinity Model, which accounts for components including nativity, age, language spoken at home, year of entry to the U.S., and first and last name to target Latinos of all demographics and lived experiences. 

Takeaway


If there’s one thing you may have learned about Hispanic marketing, it’s that it’s not as simple as it might sound on the surface. However, that’s not to say that it’s impossible to do an amazing job with your Hispanic marketing strategy - as long as you have the guidance of a trusted team who’s been there and done that. 


Actions speak louder than words, so if you’d like to see firsthand examples of how we’ve helped clients across a variety of verticals, feel free to check out our success stories and browse the services we offer. If you’re looking to get started or simply have more questions - we’d love to hear from you! You can also try out our free digital presence report to see how your business ranks online and how to improve. 


Last but not least, find a location near you for the information you need to begin your Hispanic marketing journey. No pressure - but we do hope that at the very least, this article has helped shine a light on the complexities of Hispanic marketing in today’s digital, data-driven world. The more you know! 


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