Why Brands Need to Acknowledge Consumers’ Cultural Backgrounds in Premium Content

For marketing directors, knowing and understanding their target audiences is a rule of thumb. Without such knowledge, getting into the heart of their audiences or becoming top-of-mind will be difficult.

Marketing logic works as follows: Since I understand you and know what you are looking for as a consumer, I can connect with you, and, therefore, you can consider me an option.

When we talk about Hispanic audiences, we first need to know that not all Hispanics in the U.S. are the same. We might all speak Spanish, but we certainly do not speak the same language. Having a deep understanding of your Spanish-speaking audience will certainly translate into benefits for any brand. Hispanics are very emotional by nature and having a simple idea in mind when creating a branded and premium content strategy would be effective for a brand or product.

Being away from home, feeling valued in a remote place and reading something that delves into one’s country of origin or that is just written in one’s own language will undoubtedly trigger an emotional response from any human being. If brands understand this, they are able to generate high-quality content for the media from what their target audiences are usually exposed, and they will also have a powerful tool to reach their consumers effectively.

According to a study by ThinkNow, “Hispanics overall are the ethnic group most likely to view their culture as the most important aspect of their identity.”

Hispanics, even many English-dominant Hispanics, still have emotional ties to the language that carries over to companies that advertise in Spanish. Spanish-language advertising can drive purchase decisions and brand loyalty for this group, according to a Simmons Report. For instance, 53% of Spanish-dominant Hispanics and 27% of English-dominant Hispanics have said, “When I hear a company advertise in Spanish, it makes me feel like they respect my heritage and want my business.” ….[Read More]

Roger Chiocchi

A life-long advertising and marketing professional, Roger is VP-Marketing at Signature Brand Factory. Prior to that he spent 20+ years on Madison Ave as a Sr. VP at Young & Rubicam and President of Y&R subsidiary, The Lord Group.


email: grow@sig-brand.com

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