Category Archives: offline

The U.S. Hispanic State of Transition

A number of articles related to the U.S Hispanic market were published in the last few weeks. At times they sound contradicting and clearly highlight the transition taking place in this market due to the disruption caused by a new generation of young Hispanics, the shift of media preferences due to the raise of internet audiences and erosion of traditional media.

Illustrating the challenge is the  Wall Street Journal story on Home Depot shuttering its Spanish site while DeWalt is building one. I do not have complete details for either campaign but I imagine the agency/client teams behind both companies did their due diligence, conducted research, looked at secondary information, created a target profile or “persona,” reviewed best ways to communicate with their targets and presented the client with a marketing communications plan for the brand.

There is a wealth of information available for offline strategies that have been extremely successful. After all, Hispanic advertising is a 25 years old industry.  The common denominator among all successful campaigns is marketers with well defined targets and a precise marketing communications strategy.

In the Tecate beer study (above link), the target was Mexican Americans, Spanish dominant, who like boxing. Their effort translated into the number one position in the foreign beer category, and a 6% annual growth in a segment that is flat. In a second stage the marketer is looking at reaching another Hispanic segment: Assimilated Hispanics that are bilingual. I am sure the media mix and strategies will take in consideration this group preference.

Getting back to the online world, most Hispanic advertising agencies have not launched fully integrated online campaigns. They have mostly created Spanish web sites for clients and made digital buys at Spanish language portals. That was fine under a Web 1.0 premise. That period saw the growth of AOL, Yahoo, and display advertising.

In today’s market, a build it and they will come state of mind does not sync with the  online world. In 2009, search accounts for about half of all online advertising. There are about 20 million Hispanics online, the leading Spanish online destination made it to the 55 spot among the top 100 destinations, with 1.6 million unique visitors. Here I invite you to do the math: The U.S. market has about 48 million Hispanics, 20 million of them are online and 1.6 million are at Univision.com, the leading Spanish language site. That leaves about 18.4 million Hispanics visiting other sites, many of which are English sites.

The same report lists other online media properties with a strong following among Hispanics: Facebook (9), CBS Interactive (12), Viacom (14), New York Times Digital (16), NBC Universal (53, which includes Telemundo), Hearst Digital Media (64) and Gannett (66).  E- Commerce oriented websites have very high rankings, including: eBay (7), Apple (10), Amazon (11) and WalMart (25).

Please be aware that some sites may be popular among Spanish speakers but the bulk of their users and traffic comes from overseas. Using those sites will not deliver the U.S. Hispanic market.

Now back to the basic questions:

Do you know how to effectively reach Hispanics?

Do you have a profile or persona for your target?

Who is it?

Where can you find it?

What kind of media he/she consumes?

What is the context for a marketing communications strategy?

The closer you are to effectively addressing the above points (among others) the closer you will be to effectively reaching your Hispanic targets both online and offline.

As marketers, we sometimes have to connect the dots among isolated but interdependent elements to determine the best course of action. To close, I will share a few points about the Hispanic market that will give you an idea of current trends during this stage of transition:

1) Comment from a colleague close to Google: about 85% of searches by Hispanics were done in English.

2) Hispanic online demographic is expanding more than 50% faster than the overall US online population.

3) 78.2% of students enrolled at the Los Angeles School District are Hispanic (Los Angeles is the #1 Hispanic market).

4) 89% of Hispanic teens were online as of 2004. That number is probably close to 95% in 2009

If you have any questions, please leave a comment.

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The 4 Screens Strategy

TV, Web, Mobile and In-Flight

Innovation is the name of the game according to a survey (October 2007) of marketers by Next Level Strategic Marketing Group. Nearly two-thirds of respondents said their upcoming strategies would include innovations, line extensions or new marketing initiatives. Advertising is going through a period of change due to the revolution in media consumption. U.S. consumers are spending more time online and often using DVRs to time-shift their TV viewing, creating a disconnect with marketers who rely exclusively on the same old ad buys they’ve made for years. The best way to succeed in the New Year is to keep it simple. The plan for 2008: Innovate, review the ad media mix and don’t rely only on the tried-and-true.

Luminacion has a turn key opportunity in 2008 to help corporations reach the fast growing second generation bilingual Hispanics via LatinEyes, an English language show that airs nationally on over 60 television stations. This gateway allows us to provide clients with targeted marketing opportunities where marketing communication is delivered using geo, demo or behavioral targeting that leverages our multi-platform distribution. With product placement opportunities and enhanced distribution your brand’s presence improves exponentially and continues from platform to platform. The complete circle of the “The 4 Screens” strategy includes television, web, mobile and in-flight.

The strategy is enhanced with brand sponsored contest that are build around categories like travel, entertainment, cooking, technology, financial, health, automotive, style, culture and arts. A perfect fit for clients that look for organic product integration or that want to sponsor a segment or promotion in the context of the category. For more information, visit www.luminacion.com or email your inquires to info@luminacion.com

Nelly Furtado interview on “LatinEyes”

Association of National Advertisers Reports

Multicultural Markets and Mobile Marketing
The Association of National Advertisers recently surveyed its members and found that 38% of multicultural marketers are using mobile marketing, compared with just 28% of general-market advertisers. Twice as many multicultural marketers also said they plan to start using social networking for the first time in this upcoming year, compared with 19% in the general market.

Online Video Attracts Six Out of Ten Internet Users Weekly

According to a recent Horowitz Associates report, Broadband Content and Services 2007, six out of ten high speed Internet users watch/download online video content at least once a week and 86% do so on a monthly basis, compared to 45% and 71%, respectively, in the 2006 study. News and user-generated, non-professional content are the most often viewed genres, followed by movie previews/trailers, music videos, and previews/segments of TV shows. Weekly viewing of full episodes of television shows doubled from last year, with 16% of high speed Internet users watching TV online on a weekly basis. NBC and ABC are the networks Internet users mention the most frequently for online TV content, with Grey’s Anatomy being the most often mentioned TV program viewed online. While consumption of broadband video has grown, the study shows that television is still the preferred platform for traditional TV content: 70% of Internet users who watch TV online say do so because they missed the episode on TV. For more about this study conducted Sept.-Oct 2007 by Horowitz Associates, please visit http://www.horowitzassociates.com/bcspr.html

The top 10 wireless trends for 2008

  1. Wireless networks will remain the domain of wireless operator
  2. The first Android phones hit the market
  3. Camera phones will get even fancier
  4. Mobile ads will come to a cell phone screen near you
  5. WiMax will become available
  6. Openness will continue to dominate the wireless lexicon
  7. Nokia will become a major mobile software player
  8. Getting lost will get harder
  9. More touch screens
  10. Silicon Valley will become a wireless industry hot spot

Source: Techland via Fortune
http://techland.blogs.fortune.cnn.com/2007/12/31/the-top-10-wireless-trends-for-2008/

The Psychology of Social Sites

If it was a movie pitch the line would be something like: social science and basic human needs meet Web 2.0. In the report, Meeting Business Needs by Meeting Social Needs: Why Size Matters, Communispace deciphers which social needs are met by participating in social networks. Research from Communispace supports the premise that people are looking to fulfill six essential social needs online, and drawing on the Maslow hierarchy of human needs, concludes that businesses that help facilitate those needs are more likely to create deeper emotional bonds than usually exist between companies and customers.

In the report by Julie Schlack, Michael Jennings and Manila Austin “Meeting Business Needs by Meeting Social Needs…” the Communispace researchers, building on the work of social scientists, have identified the specific social needs that are met through participating in social networks. The study addresses “Six Social Needs” and relates them to Online social networks, suggesting that business can take advantage of these observations in creating more affinity with their prospects and customers.
Download the report at Communispace site. http://www.communispace.com/research/abstract/?Type=All%20About%20Communities&Id=38


The 4 Screens Strategy

TV, Web, Mobile and In-Flight

Innovation is the name of the game according to a survey (October 2007) of marketers by Next Level Strategic Marketing Group. Nearly two-thirds of respondents said their upcoming strategies would include innovations, line extensions or new marketing initiatives. Advertising is going through a period of change due to the revolution in media consumption. U.S. consumers are spending more time online and often using DVRs to time-shift their TV viewing, creating a disconnect with marketers who rely exclusively on the same old ad buys they’ve made for years. The best way to succeed in the New Year is to keep it simple. The plan for 2008: Innovate, review the ad media mix and don’t rely only on the tried-and-true.

Luminacion has a turn key opportunity in 2008 to help corporations reach the fast growing second generation bilingual Hispanics via LatinEyes, an English language show that airs nationally on over 60 television stations. This gateway allows us to provide clients with targeted marketing opportunities where marketing communication is delivered using geo, demo or behavioral targeting that leverages our multi-platform distribution. With product placement opportunities and enhanced distribution your brand’s presence improves exponentially and continues from platform to platform. The complete circle of the “The 4 Screens” strategy includes television, web, mobile and in-flight.

The strategy is enhanced with brand sponsored contest that are build around categories like travel, entertainment, cooking, technology, financial, health, automotive, style, culture and arts. A perfect fit for clients that look for organic product integration or that want to sponsor a segment or promotion in the context of the category. For more information, visit www.luminacion.com or email your inquires to info@luminacion.com

Nelly Furtado interview on “LatinEyes”

Association of National Advertisers Reports

Multicultural Markets and Mobile Marketing
The Association of National Advertisers recently surveyed its members and found that 38% of multicultural marketers are using mobile marketing, compared with just 28% of general-market advertisers. Twice as many multicultural marketers also said they plan to start using social networking for the first time in this upcoming year, compared with 19% in the general market.

Online Video Attracts Six Out of Ten Internet Users Weekly

According to a recent Horowitz Associates report, Broadband Content and Services 2007, six out of ten high speed Internet users watch/download online video content at least once a week and 86% do so on a monthly basis, compared to 45% and 71%, respectively, in the 2006 study. News and user-generated, non-professional content are the most often viewed genres, followed by movie previews/trailers, music videos, and previews/segments of TV shows. Weekly viewing of full episodes of television shows doubled from last year, with 16% of high speed Internet users watching TV online on a weekly basis. NBC and ABC are the networks Internet users mention the most frequently for online TV content, with Grey’s Anatomy being the most often mentioned TV program viewed online. While consumption of broadband video has grown, the study shows that television is still the preferred platform for traditional TV content: 70% of Internet users who watch TV online say do so because they missed the episode on TV. For more about this study conducted Sept.-Oct 2007 by Horowitz Associates, please visit http://www.horowitzassociates.com/bcspr.html

The top 10 wireless trends for 2008

  1. Wireless networks will remain the domain of wireless operator
  2. The first Android phones hit the market
  3. Camera phones will get even fancier
  4. Mobile ads will come to a cell phone screen near you
  5. WiMax will become available
  6. Openness will continue to dominate the wireless lexicon
  7. Nokia will become a major mobile software player
  8. Getting lost will get harder
  9. More touch screens
  10. Silicon Valley will become a wireless industry hot spot

Source: Techland via Fortune
http://techland.blogs.fortune.cnn.com/2007/12/31/the-top-10-wireless-trends-for-2008/

The Psychology of Social Sites

If it was a movie pitch the line would be something like: social science and basic human needs meet Web 2.0. In the report, Meeting Business Needs by Meeting Social Needs: Why Size Matters, Communispace deciphers which social needs are met by participating in social networks. Research from Communispace supports the premise that people are looking to fulfill six essential social needs online, and drawing on the Maslow hierarchy of human needs, concludes that businesses that help facilitate those needs are more likely to create deeper emotional bonds than usually exist between companies and customers.

In the report by Julie Schlack, Michael Jennings and Manila Austin “Meeting Business Needs by Meeting Social Needs…” the Communispace researchers, building on the work of social scientists, have identified the specific social needs that are met through participating in social networks. The study addresses “Six Social Needs” and relates them to Online social networks, suggesting that business can take advantage of these observations in creating more affinity with their prospects and customers.
Download the report at Communispace site. http://www.communispace.com/research/abstract/?Type=All%20About%20Communities&Id=38


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