Hispanic Businesses - Successful Hispanics are bilingual and current general market B2B advertising programs no doubt reach them. The question is do they effectively impact and engage them in meaningful way. Perhaps not, so there is an opportunity to tap into the unique experiences, challenges and attitudes of Hispanic businesses with advertising built around unique Hispanic business insights. To put it another way, 44% of Hispanic businesses are owned by individuals of Mexican origin.
Aren't Hispanic businesses simply too niche to efficiently target with advertising? There has historically been a very real issue around the lack of viable traditional paid media properties that reach a mass audience of Hispanic businesses. I would argue that there are only 1 or 2 viable traditional publications that effectively reach large numbers of Hispanic businesses (Hispanic Business and Poder/Hispanic). However, digital media, including search engines, display media, performance and behavior platforms and social media have created new ways to effectively reach Hispanic Businesses.
Do you need to advertise differently to Hispanic businesses? Hispanic businesses can be reached with general market B2B advertising, but that doesn' address unique experiences, attitudes and challenges of current day decision-makers in a meaningful way.