Bravo Group’s Guilherme Ambros on Hispanic Marketing Strategy
When zeroing in on distinct marketplace segments, it pays to do your research. Within each segment there are data layers that provide the key to more effective targeting. Taking care to understand how to effectively speak to these segments within a segment can boost your ROI significantly, according to Guilherme Ambros, digital solutions director of the New York-based Hispanic marketing agency, Bravo Group. Here, Ambros discusses studying your target market, choosing a channel, creating effective messages and how to choose a language for your offer when marketing to Hispanics.
Target Marketing: How can marketers layer data to create more segmented and effective lists based on geography and life stage?
Guilherme Ambros: Most marketers used to see Hispanics as just one single homogeneous segment, but this is far from reality. Hispanics are a fusion of multiple cultures and different nationalities, all sharing common roots and values. Before developing any Hispanic-focused activity you should study your target: Are you targeting to first generation Hispanics (what we call Recent Arrivals)? Or maybe those that [have been] here for more time (as we call Dual Dwellers)? Or maybe those that came years ago at [a] young age, or were born here? All this will change dramatically the way you’re talking with them, the selection of channels and vendors, the right offer, the best partnerships.
Geography certainly plays an important role as there are specific cities and neighborhoods with [a] high concentration of Hispanics, and this could be imported into your model.
TM: Has e-mail or direct mail proven to be the most effective channel to reach the Hispanic market, or would you say they are of equal importance and efficacy?
GA: Both e-mail marketing and direct mail are relevant and effective channels to reach this audience. Customers that started a dialogue with your brand through e-mail are more likely to receive e-mail, while postal mail may be more effective for those Hispanics without access or unresponsive to communications online.