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A Boutique Marketing Consultancy

Natascha Thomson
Natascha Thomson is the CEO of MarketingXLerator and brings over 20 years of experience to her Silicon Valley consulting practice.
© 2020 Marketing XLerator

Today, I am excited to feature a guest post by my friend JC Giraldo, a fellow marketing consultant.

We’ve been collaborating on blogs about the global nature of social media over the years, and in this blog, JC highlights why US digital marketers cannot afford to ignore the Hispanic buyers in the US.

“I’ve traveled to many wonderful places, both for work and pleasure, around the world. I still remember my first trip to Quito, Ecuador, Santiago, Chile, as well as my visits to River Plate and Boca Juniors soccer stadiums during my trip to Buenos Aires, Argentina.

I recall the pleasant experiences I had in Bogota, Colombia and how well I was treated at the airports in San Jose, Costa Rica during the few hours I was there. The one thing all of these trips had in common besides the language was the kindness of the Latino culture, which makes us all relatable with only minor differences from country to country.

Years later, when I decided to relocate from my country to Florida ( now in Boston ), I had the opportunity to work with people in not only the above-mentioned countries, but also many more, such as Uruguay, Panama, Puerto Rico, Mexico, Cuba…all Latin American countries. This opportunity to work with so many nationalities, from some of the most diverse and rich regions on the planet, gave me a new perspective from both a professional and personal point of view.

Latinos who live in the United States tend to exude a difference in behavior compared to those living in their country of origin.

As a digital marketer, I’ve come to the conclusion that there is a great potential in the Hispanic market here in the United States, in terms of advertising, marketing and social media, for many reasons including:

  1. Increased use of the Spanish language
  2. Population growth
  3. The high use of mobile and social media

The Hispanic population is increasing every day in the United StatesPew Research reveals important statistics in their article “What Is The Future of Spanish in the United States?” such as:

  • Since 1980 there has been a 233% increase in Spanish speakers.
  • By 2020, there will be more than 40 million Spanish speakers in the United States.
  • Spanish is the most spoken language in the United States, after English.

Social Networks and Mobile

Additionally, the use of mobile devices is growing among Hispanics but Hispanics are often connected via different social networks than other US populations –  both within the country and outside it.

Many Hispanics, mostly millennials, alternate the use of Spanish and English within their networks, even if their networks are largely Hispanic.

The eMarketer : Social Hispanics Make a Crucial Part of Digital Lives chart shows some interesting results including the future of social networks among the Latino market:

  • In 2019, there will be 40.6 million active members of social networks.
  • The Hispanic race in America continues to lead the penetration at the user level and will have a very significant share of 80% in order to grow.

For marketers, there are many ways to reach the Latino market in the U.S., technology is obviously one of them with the soaring popularity of mobile devices and the use of different platforms, apps, websites, etc.

In my opinion, it’s important to consider an appropriate approach to the Hispanic market in the United States, which could be through:

  • an opinion leader or bilingual influencer;
  • a bilingual marketing consultant (Latinos who live in U.S. and have contact with his or her culture, preferably);
  • a marketing agency with experience in Hispanic markets;
  • advocacy through Latino employees and/or non-Latin descent but Spanish speaker; or
  • marketing events

Teamwork is essential among marketing agencies with American and Latino professionals working together towards a successful way to reach the Hispanic market in the U.S.

~ Juan Carlos Giraldo.

Adsmovil Paves the Way in Connecting Brands with Hispanic Audiences

The mobile marketing strategy, content integration, and online advertising through mobile will be vital in the years to come.

Adsmovil is pioneering the way brands and content creators are interacting with the Hispanic audience through their mobile devices. Adsmovil also works with the 500 Fortune companies to connect with the Latino/Hispanic audience, which gives a great reputation and credibility in this market.

This agency reinforces why it’s important in mobile strategy to target the Hispanic market, and why the language and content matter in this market.

95% of Hispanics use smartphones

This is a tremendous opportunity for the creation of content and advertising through mobile.

Consider, too, that Hispanic millennials are a big part of mobile usage through the familiar channels of Facebook, Instagram, Snapchat, and Twitter.

As I mentioned before, language in content is an important way to reach this audience, because sometimes this audience tends to use both languages across their social networks. In fact, 40% of users combine Spanish and English in their communication.

It is imperative for marketers to understand the language as a great opportunity and powerful tool in the Hispanic audience in the United States.

Adsmovil is a company of the Cisneros Group, a leader in the advertising market with more than 80 years of experience with offices in Miami, Mexico, Brazil, Colombia and others countries in Latin America.


As additional data, I believe a great opportunity for marketers when creating content marketing strategies lies within the different social networks mentioned above, but also via WhatsApp, which already has at present 800 million users, according to Business Insider.


  • The Spanish language provides a great opportunity for marketers in the United States.
  • Knowing the culture/Latino market in the United States is a plus.
  • Work with agencies and brands specializing in Hispanic audience in the United States; it’s almost mandatory.
  • Speaking two languages: Spanish and English is an additional plus to work closely with this audience in the United States.

Sources : Pew Research, eMarketer, Adsmovil”.

Thank you very much, JC, for sharing this post with the audience. 

Follow JC at @GiraldoJC.

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