Last week we talked about etnomarketing for people of the Middle-East. This week we will talk about the Hispanics. When I looked up some information about the marketing that is used for this ethical group, I encountered on an article at the site of Forbes. Hispanics are the largest group of immigrants in the world. So we see that a lot of companies are aware of that and that they create marketing campaigns and brands, just for them. But what they don’t realize is that the Hispanics are not really happy with this. When Hispanics live in another country, like America for example, their culture remains very important to them. The companies have a lack of knowledge about their culture and so they create marketing campaigns who don’t have a connectivity with the Hispanic culture.
Companies must become more educated if they want that this ethical group buys their goods. The most important for them is that a brand empowers their cultural relevancy. The mistake a lot of companies make is that they use mainstream stereotypes in their advertisements and that really upsets the community. They are aware of the fact that they are seen as potential profit, in other words, they don’t feel any respect for their culture or traditions. We can see that studies confirm this statement because Latino’s turn away from these brands that are only interested in selling to them.
What the companies need to do, is to understand their culture and don’t use the stereotypes. They have to understand what a Hispanic wants to see in a brand. They prefer brands and advertisements that speak their language and embrace their cultural heritage.
This is something Volkswagen understood and we can see that in their ad below.
We can
conclude that the marketing world is using etnomarketing more and more to attract certain
groups, but that they don’t always do it the right way so they push these
groups more away than they attract them.
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