4 tips for courting the expanding Latino market

This surging group of consumers and business owners is a significant force in the U.S. economy. Here are several key strategies for marketers and brand managers to pursue.

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Beyond the general advice that most companies take for granted when serving U.S. Latinos (such as being culturally relevant), there are four key strategies that can help companies achieve their marketing goals:

Let’s take a closer look at each.

Digital and social media

Latinos are more likely than the general market to research products online before and while they shop. They look for online reviews and compare prices when shopping for products that range from apparel and food to electronics, toys and tickets.

This group also likes to share their shopping experiences, writing reviews through their mobile phones more often than non-Latinos. They consume mobile online video more than non-Latinos, too.

This group is also more active on social media platforms, constantly comparing brands and prices, and being vocal about the brands and products they love (or dislike), it is critical that marketers learn how to target them effectively.

Urban versus rural

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