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 In Blog Archives, Consulting Services, multicultural marketing

Hispanic marketers know and recognize the buzz going around this new market, especially as it is growing more and more rapidly in the United States. We have insight on terms such as buying power, total market, demographics, and brand loyalty when it pertains to the Hispanic market. However, there are some terms needed in your vocabulary in order to improve the way you communicate with clients (and make yourself look as smart as you really are). It’s time to bring some meaning to the conversation and really get down to the technicalities of this complex market:

  1. Latino: This term is formally used to refer to people who come from a country in Europe or Latin America who speak a language derived from Latin. However, people in the United States use it to identify those who are from Mexico, Cuba and Central and South America.
  2. Hispanic: First used by the U.S. government in the 1970s in order to include people from Mexico, Cuba and Central and South America, today the term Hispanic is used in the same manner as the term Latino.
  3. Acculturation: Describes the process by which a person adopts other customs and behaviors once they have been immersed in a different culture from their own. There are several acculturation levels in the Hispanic community, which makes it challenging to categorize all Hispanics under one umbrella.
  4. Psychographics: Although you may be very familiar with the terms under “demographics,” such as age, gender, and ethnicity, psychographics are the key to communicating to Hispanics successfully since it is a market that is so diverse. Psychographics encompass personality, values, opinions, interests, etc…
  5. Matrícula Consular: A form of ID issued by the Mexican government to identify Mexican nationals who reside outside of Mexico. This card is accepted by several states, municipalitie, and businesses in the United States.
  6. WhatsApp: The most popular chatting app for all Hispanic smart phone users that allows people to send messages by using a Wi-Fi signal.
  7. Univision and Telemundo: The most popular Spanish language television stations in the United States providing services and support to the Hispanic community.

These are just a few of the words that you should familiarize yourself with as soon as you become a Hispanic marketer, but if you would like some in help with finding the right way to communicate your client’s brand, click over to the Agency Entourage website or give us a call at 214-414-3035.

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