Tag Archives: Marketing

The Power of Mobile Among Hispanics


A picture is worth ten thousand words and this picture can be worth millions of dollars for those companies that take the lead and address this trend head on. Marketing and Advertising was dramatically changed by the Web and now the Web has gone mobile. This is more visible and predominant among Hispanics and African-Americans as per the above graph.

Innovation doesn’t stop there. Several marketing tools and mediums have been touched by the digital hand. Take a look at the current state of media: magazines, newspapers radio and even TV have seen declines in readership and audiences in the last few years. Those audiences have moved online.

The commonly used TV spot has also been threaten. First attack came in the form of Digital Video Recorders (DVR) that allowed users to skip over commercials and more recently via branded content as brands develop new methods of engagement on the new social media platforms.

Technology will continue to improve and with that we will have smart phones that take more and more of the computer usage from home to the streets and wherever we go.  That opens a world of opportunity for those marketers and entrepreneurs that are able to bring solutions to the challenges and opportunities presented by the mobile consumer.

Take a look at this article from the Pew Research Center on mobile and Hispanics. http://bit.ly/10ufLw0


DSPs Stole Ad Networks’ Thunder In Q4, At Least On Retail Sites

Highly recommend this reading that highlights the importance of marketing technologies and ROI improvements.

“It’s a golden opportunity for retailers, as in theory and in practice, marketing technologies help drive conversion which drive sales, which is what retail is all about,” Herman said. “The benefit is better consumer experiences, better conversion rates, and a more modern retail construct.”

Read more http://www.adexchanger.com/data-nugget/dsps-stole-ad-networks-thunder-in-q4-at-least-on-retail-sites/

ANA Study Finds Branded Entertainment Widespread.


In the age of less commercial viewing, and more lip-service being given to building a relationship with people, nearly two-thirds of client-side marketers are planning branded entertainment projects in 2012, although many of them aren’t sure what they’re getting out of the deal.

More than mere product placement, branded entertainment refers to integrating and linking a product within an entertainment source. According to the Association of National Advertisers, clients said they’re interested in the platform because it: can create a stronger emotional bond with consumers (according to 78%); can align a brand with relevant content (75%) and can build brand affinity with a target group or demographic (73%).

Seeing Video Ads Everywhere

Source: Adweek

GfK MRI polling finds 30 percent of adults saying they encountered a ‘place-based’ video ad within the past 30 days

Oct 20, 2010

– Mark Dolliver


Newly released survey data from GfK MRI confirm the popular wisdom that consumers can run but they can’t hide from advertising. Thirty percent of respondents said they’d seen a “place-based” video ad in the 30 days before being queried.

Stores were the venue in which respondents to the polling (conducted this past spring) were likeliest to have encountered video advertising within that 30-day period, with 19 percent saying they’d done so.

Other places registering in double digits were shopping malls (15 percent), restaurants (11 percent) and medical offices (11 percent). Slightly fewer reported seeing video ads within the 30-day period in bars/pubs (9 percent), airports (8 percent) or gyms/health clubs (7 percent). As GfK MRI says in its analysis of the data, the percentages translate into a total of 67.4 million adults who saw video ads in these locations.

Since they’re typically out and about more than their elders, 18-34-year-olds were especially likely to report having seen place-based video ads in the prior 30 days. Men in that age cohort were 28 percent more likely than respondents in general to have done so, and women of that age were 13 percent more likely to have done so.

There were also some sizable gender gaps among the 18-34s, depending on the kind of location. For example, the men were more than twice as likely as the women to have encountered a video ad in an airport and about half again as likely to have seen such ads in bars/pubs. The disparity was narrower when it comes to shopping malls. But even in that venue — which one tends to associate more with women than with men — the 18-34-year-old men were a bit more likely than their female counterparts to have seen video ads in the past 30 days.

The men in that cohort indexed at 145 against the total respondent pool, while the women indexed at 132. Might it be that young men were idly gazing at the video screens while waiting for their wives and girlfriends to finish buying stuff?


Research on Latina Shoppers

Jackie Bird, CEO of Redbean Society in New York and David Morse, CEO of New American Dimensions in California jointly announced the launch of a new study that will answer many marketers’ questions about the factors that drive shopping behavior among Latina women. The study is the first of its kind to evaluate the cultural and behavioral dynamics that influence shopping in the fastest growing consumer market segment in the U.S. today, the Hispanic market. This market is expected to represent at least $1.3 Trillion in buying power by 2013.
Read the Whole article. http://bit.ly/cGGxsN

Predominant Language and Birth Location Segments Hispanic Community Shopping

From Media Post- Research Brief

According to an analysis of the BIGresearch® Simultaneous Media Usage Survey, the message is loud and clear to marketers serving, the U.S. Hispanic community: “one-size-fits-all marketing won’t work.” The study finds that there are key similarities and differences every marketer should know about Hispanic groups in America including those households that speak English a majority of the time and those who don’t, as well as Hispanics who were born in the U.S. and those who were not. ??

For example, shopping and media preferences of English dominant Hispanics (speak English more than 50% of the time) and those born in the U.S. are mostly similar. Likewise the preferences of Spanish dominant Hispanics (speak English 50% or less of the time) and those not born in the U.S. are very similar. Read more

Social Media Growing as a Marketing Tool

According to a nationwide telephone survey in 2009 of the Inc. 500 list, under the direction of researchers Nora Ganim Barnes and Eric Mattson, social media has penetrated parts of the business world at a tremendous speed. It also indicates that corporate familiarity with and usage of social media within the Inc. 500 has continued to grow in the past 12 months.

Key findings from the study are that:

  • The technology that continues to be the most familiar to the Inc. 500 is social networking with 75% of respondents in 2009 claiming to be “very familiar with it” (compared to 57% in 2008). Another noteworthy statistic around familiarity is Twitter’s amazing “share of mind” with sixty-two percent of executives reported being familiar with the new microblogging and social networking platform
  • While social networking and blogging have enjoyed growth in actual adoption, the use of message boards, online video, wikis and podcasting has leveled off or declined. The addition of Twitter (considered by respondents to be both a microblogging site and a social networking site) in the latest study shows that 52% of the Inc. 500 companies are already using this tool for their business
  • 43% of the 2009 Inc. 500 reported social media was “very important” to their business/marketing strategy. And 91% of the Inc. 500 is using at least one social media tool in 2009 (up from 77% in 2008). In addition, 36% having implemented a formal policy concerning blogging by their employees.

Read the entire article.


Coupon Availability Determines the Purchasing Decisions for Nearly a Third of Americans, According to the Second Annual Study of Consumer Coupon Behavior Commissioned by RetailMeNot.com

Melbourne, Australia � September 29, 2008 � The results of the Second Annual Benchmark Survey on Consumer Coupon Behavior commissioned by RetailMeNot.com, the web’s leading consumer destination for coupons, discounts and promotional codes for merchandise, groceries, travel and services, and conducted by Harris Interactive�, were released today. The survey found that the use of coupon websites is on the rise, most notably among the highest education and income brackets. In addition, the survey found that coupons are the deciding factor in the purchases of a growing number of consumers. The survey, which polled 2,175 online adults 18+ within the United States, measured trends in online shopping and coupon usage.

The survey found that consumers are continuing to spend less in the current economy. Nearly half of online adults (45%) plan to spend less money on gifts this holiday season compared to last holiday season, the same percentage as in 2008, indicating a consistent, significant downward trend in spending. To save money, 62% of online adults look for coupons for online stores, and 12% never make a purchase without checking an online coupon website first, a notable jump from 8% last year.

Read more.

Rethink The Market

This article from Gavin Johnston at Media Post brings the view of an anthropologist that recognizes the fluidity of the Hispanic market.  No doubts that as Hispanics reach critical mass, it influence politics, cuisine, entertainment and other elements of American culture.

For marketers, 45 million Hispanics can be the life saver for a brand that appeals to the segment or it can contribute to that 5% annual growth in revenue or market share. However, he also brings up a key point: the Hispanic market is unique and it is that uniqueness what requires a multi platform approach. Based on the profile of your key target, that mix will change. Read his article bellow:

Rethink The Market
by Gavin Johnston, Thursday, August 27, 2009, 9:48 AM

In the last few years, we have witnessed growth in Hispanic marketing. This is sometimes a well-developed plan and, at other times, it is something of a short-sighted one. In both cases, however, the definition of the Hispanic customer is often one dimensional.

Even as we’ve witnessed the growth in interest on the part of marketers, we have also seen the Hispanic market rapidly maturing in multiple dimensions. Examples include a proliferation of ad campaigns targeting Spanish speakers and the continued growth of media sources geared toward consumption by the Hispanic market.

Interestingly, it is at the moment this market seems to have arrived that it is changing in ways that will again challenge businesses. It is precisely at the point where the Hispanic market has become large enough to warrant such interest that it is changing and becoming something altogether new.

The Emerging Biculturalism

Marketers obviously need to be well informed to successfully merchandise a brand to Hispanic consumers, but before they can take that step they must define what it is they mean by “Hispanic.” Identity and language are dynamic, and so how we perceive ourselves changes with our community at a given moment, allowing us multiple identities within a day.

The same can be said for a brand as people internalize it. One extremely difficult but fundamentally important piece of information is coming to an understanding that “Hispanic” is a loaded term and changes meaning frequently. Because ethnic identity is fluid, it means people work within a set of roles that are created in social interaction with other people. As people change, so does the meaning of “Hispanic.”

A great deal has been written about levels of acculturation and the ongoing shift from Hispanic and/or ethnic dominant cultural patterns to bicultural cultural patterns. Material is continually being written about how this shift will reshape key issues in marketing, the role of language, and the continuation of aspirational advertising.

There are, as might be expected, individuals and companies conducting research to dispel the fact that language use and language preferences are changing. Of course, they have a vested interest in promoting a Spanish-language focus. On the other side, there are those who embrace the notion that English is playing an increasing role in the lives of Hispanics.

Degrees of Language Loyalty

The reality is that increasingly, the norm lies somewhere in between and that there are varying degrees of language loyalty on any given day. Considering this segment is growing at twice the rate of other Hispanic segments, it is a significant issue. They have more disposable income, higher levels of education, and a greater influence on popular culture at large.

What this means for companies reaching out to Hispanics is that the would-be consumer target is in the process of becoming something entirely new. Targeting these evolving consumers will no doubt lead to increased awareness and profits, but understanding them, reaching them and deciding how they fit into a broader business strategy is decidedly complex and requires a subtle approach.

As the market matures and becomes a fixture of the larger American experience, the question is less about whether or not the Hispanic market is viable and a point of growth. Instead, it is about uncovering how we respond in the long term.

Inevitably, as companies increase their presence in the Hispanic market, they invariably change its nature and help create something new. It is the companies who can think creatively and act quickly that will succeed in this newly developing conversation and approach to understanding.

The Triumvirate: TV, Online Video And Social Media

Old formulas need to be revised, books re-written, strategies re-thought and facts re-tested. In fact I was reading a marketing book that was 2 years old and its content does not apply any more.

I read an interview with Eisner, former head of Disney, and his message is clear: the CEO’s of Fortune 500 corporations do not have a clear answer nor can figure out a business model around the internet when it relates to content, programming and marketing. It is all up for grabs. What will be the next break away technology or company?

In the interim, I see some glimpses of strategies that are working or providing results to those who dare to experiment and innovate. Bellow is an essay by Cory Treffiletti:

There are two primary schools of thought in online marketing (at least if you ask me, there are). Which do you subscribe to?

The first school of thought is “The Basics,” used by the folks who do search, affiliates and general display. They do it efficiently and it works well at achieving core business objectives, but there’s not a lot of risk and there’s not a lot of reward beyond the forecasted expectations. The second is what I lovingly refer to as “The Triumvirate,” and it refers to the domination of three primary vehicles that work exceptionally well when they are coordinated properly: TV, online video and social.

When properly planned, these three vehicles are powerful. TV is, and will be for the foreseeable future, the primary medium with which to generate consumer awareness, but online video and social media are becoming the primary outlet for consumer interaction and the strongest support vehicles that TV will ever have. According to a recent report from Nielsen (A2/M2 Three Screen Report, 1st Quarter 2009), there are 284 million people watching TV at home in the U.S., and 131 million people watching video online. The difference is that TV growth was only about 1.9% year over year, while online video growth was closer to 53% year over year. This becomes very interesting when you also realize that people are starting to watch more long-form video content online, moving away from the “snacking” that was the previously dominant form of online video interaction. If you couple this with the growth of social media usage from 2008-2009, you end up with a very interesting strategy for launching and seeding messaging to an audience that is highly engaged with a dynamic form of media that achieves the sight, sound and motion of video with the social and viral components of online.

For the Triumvirate to work strategically, you need to think of your messaging platform as a tripod, with TV, online video and social media as the legs. In the old days you could use TV alone to build your brand and convey your message, but TV is now just as cluttered an environment as the rest of the landscape, due to fragmentation of stations and audience. TV cannot sustain an ad campaign solo anymore, and the tripod cannot stand with only one or two of the legs in place; you need all three.

TV provides reach and impact. Online video provides additional reach, additional impact and a component of interactivity. Social media provides reach, frequency, and the implicit approval of other consumers who support and follow a brand, as well as another opportunity for syndicating a message beyond a Web site and into mobile platforms.

I would argue that in today’s environment brand marketers could effectively generate an audience using ONLY these tools and foregoing search, display and other formats altogether — if they have the nerve and the buy-in internally to give it a try.

The Triumvirate is the core of a strategy that can be effective, provided you have understanding of the audience and their motivations, and have developed creative that resonates with them. Unlike search and even display, creative MUST be on target here. In search and display, you have more flexibility to change messaging at the drop of a hat, so you have more forgiveness regarding the creative. Online video can be changed out, but once something is launched in the social media world, it can become viral — so it must be well-thought-out and on-target from the beginning. Once it’s out there, it’s no longer yours to control, so you need to get it right the first time! Of course, I would always recommend that you look at The Basics and The Triumvirate together as differing stages of the strategy, with one providing a baseline and the other providing opportunity for growth and expansion. When you’re planning a digital effort, you want to know what will work, and create a line item for what may provide extra “oomph” for your campaign. If you develop a plan that utilizes both of these in unison, you can get a stronger return for your marketing spend.

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