Download - Cross-cultural Digital Advertising
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Cross-cultural Digital Marketing Effectively reaching Hispanic, African-American, & Asian communities Digitally Multicultural Marketing Conference Saint Paul, MN
2013 March 26,
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2 Overview • Introduction • Multicultural Marketing Models
– Multicultural Marketing Defined – 3 Types of Multicultural Marketers – 3 Approaches to Multicultural Marketing
• Overview of Multicultural Digital Market – Hispanic Digital Marketing – African-American Digital Marketing – Asian Digital Marketing
• How to Approach Multicultural Digital • Sensis Vision: Cross-cultural with Digital at it’s core
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Introduction
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4 A little about me
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5 I’ve been working in advertising for the last 13 years
My background : – Economics – Digital technology – Management consulting
I kind of stumbled into this business…
Jose
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6 … and I’m one of the few people you’ll meet that runs a successful ad agency that never
worked in advertising before.
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7 my story explains a lot
• 1998: I left a consulting career to start a Hispanic-focused
dot com
• Since that day, I found myself in the middle of a transformation of the advertising industry
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8 Sensis • I started Sensis in 2000, a couple of
days after shutting down my dot com.
• Sensis was started to address a small gap I saw in the ad business during my dot com days.
• During the last 13 years I’ve realized that “the little gap” was actually bigger and more transformative than anything I could have ever imagined in 2000.
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9 Agency Profile
• Advertising & digital agency • 37 employees • $12 million in revenue (2012) • Offices locations:
– Los Angeles, CA – Washington, DC – Mexico City, Mexico
• 15 years in business • Independent, minority-owned
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Multicultural Marketing Models
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11 Multicultural marketing defined
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12 let’s start with some definitions Multicultural markets = various minority groups
• Hispanic • African American • Asian American • GLBTQ • Other
– Middle Eastern, European, South Asian, Native American, Disabled, …
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13 “General Market”
• Caucasians + minorities
• An amalgamation of all ethnic groups, including Whites, Hispanics, Blacks, Asians and everybody else
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14 3 States of Multicultural Marketing
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15 3 states of multicultural marketing
Active multicultural
marketers
Inactives Past
multicultural marketers
Newbies new entrants
into multicultural
markets
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16 3 Models of Multicultural Marketing
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17 No efforts aimed at multicultural
audiences or integration of multicultural programs
Model 0: Irrelevance
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18 84% of all U.S. population growth
from 2000-2010 came from Hispanics, African-Americans and Asians
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19 38% of 18-34 year olds are
multicultural
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20 Lead with “general market”
distinct and separate multicultural programs
Model 1: Traditional
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21 Traditional Model of Multicultural Marketing
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22
Toyota “somos muchos latinos”
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23 Integrate multicultural into general
market; Program extensions into specific ethnic
(sub) segments
Model 2: Cross-cultural
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24 The new way – “Cross-cultural”
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25
Taco Bell “Live mas”
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Multicultural Digital Market
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27 Hispanic Digital
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28 65% of Hispanics access the Internet*
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29 Hispanic Internet Penetration
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30 Largest Social Networking Sites Among Hispanics
Source: comScore, December 2012
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31 Mobile Phone Usage Among Hispanics
Source: comScore, December 2012
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45%
34%
Hispanic General Market
Hispanics over-index in smartphone usage
Source: Sensis Hispanic Mobile Report, April 2012
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33 Hispanic Mobile Profile
Source: Sensis Hispanic Mobile Report, December 2011
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34 Smartphones as Computer
Source: Sensis Hispanic Mobile Report, April 2012
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35 Top Online Activities for Hispanic Consumers
Hispanics are more likely to read or write
movie reviews, download
videos/music, and watch TV shows
online than general population
Source: Sensis Hispanic Mobile Report, April 2012
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36 Hispanic Consumers Research Online Before They Buy
Source: Sensis Hispanic Mobile Report, April 2012
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37 The behavioral basics What most people know
• Price sensitivity / deals ethic • More social in key activities (e.g. shopping)
Source: Sensis Hispanic Mobile Report, April 2012
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38 Lesser known digital behavioral What most are not aware of…
• Many Hispanics are early technology adopters • Many Hispanics are influencers
• Some misconceptions – Use of social media --- very different than general market – Digital divide still exists
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39 How Hispanics use digital media?
• Hispanic consumers are diverse, so blanket generalizations don’t usually hold across a market of 35-40 million online users
• Our Hispanic Persona Project identified 4 distinct “behavioral” segments across the Hispanic digital consumer landscape
– Only 2 could be described as “heavy” digital media consumers, particularly when it comes to digital music
Source: Sensis Hispanic Persona Project, April 2011
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40
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41 Hispanic In-store Mobile Experience
Innovative research on Hispanic in-store mobile use
www.HispanicMobileReport.com
Source: Sensis Hispanic Mobile Report, April 2012
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Top activities while shopping at a store
Chart page 11
Top Activities While Shopping at a Store
Source: Sensis Hispanic Mobile Report, April 2012
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It’s all about the best deal
• Care more about finding the best deals
• Use anonymous mobile product reviews far less
Source: Sensis Hispanic Mobile Report, April 2012
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44 In-store price-checking is not about Amazon… it’s about the store across town
Source: Sensis Hispanic Mobile Report, April 2012
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45 Hispanic Mobile
• Shopping is a social affair • Deals ethic • No showrooming
Source: Sensis Hispanic Mobile Report, April 2012
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46 Some insights from the trenches
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47 Hispanic Digital Experience
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48 Some Insights
• Heavy mobile users – mobile ads have very high response rates
• In some categories, English is key to reaching them --- portrays legitimacy
• Tablet adoption is driving Internet access among older, Spanish-dominant and less acculturated cohorts
• Complex info best presented in anecdotal, story format
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49 Some Insights Younger Hispanics
• Important of authenticity to younger, acculturated segment • Looking to “connect” with their culture, even if they don’t
speak Spanish
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50 African American Digital
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51 5 truths of the digital African American consumer
• They are ahead of the digital curve – utilizing video, mobile, and other platforms to interact online
• They are vocal – Digital is their microphone
• They are avid searchers • They are more thorough
– In their pre-purchase research
• They are more receptive – To digital marketing
Source: Nielsen African American Consumers 2012 Report
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52 African American Geography and Generational Distribution
Source: Nielsen African American Consumers 2012 Report
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53 Average Time Spent with Media
Average Time (Hours) Spent Per Day… TOTAL AFRICAN
AMERICAN AA/TOTAL
DIFFERENCE Avg Time Spent on Internet on Home Comp per day 3.1 3.3 0.2 Avg Time Spent using IM per day 2.0 2.2 0.2 Avg Time Spent Texting on Cell Phone per day 1.6 2.0 0.4 Avg Time Spent Watching Videos online per day 1.8 1.9 0.1 Avg Time Spent Eating per day 1.3 1.5 0.1 Avg Time Spent Using Internet on Tablet per day 1.2 1.4 0.2 Avg Time Spent Listening to Music online per day 0.9 1.2 0.3 Avg Time Spent on Computer Video Games per day 0.9 1.1 0.1
Avg Time Spent Playing Video Games on Tablet per day 0.8 1.1 0.2 Avg Time Spent Emailing per day 1.0 1.0 0.0 Avg Time on Internet on Cell Phone per day 0.9 1.0 0.1 Avg Time Spent Reading E-books per day 0.9 0.9 0.1
Source: comScore, February 2013
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54 Media Consumption
Source: Nielsen African American Consumers 2012 Report
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55 Effective Advertising
Source: Nielsen African American Consumers 2012 Report
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56 Mobile
• 54% of African-Americans own smartphones
Source: Nielsen African American Consumers 2012 Report
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57 Top Advertisers & Media Spend
Source: Nielsen African American Consumers 2012 Report
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58 Online
Source: Nielsen African American Consumers 2012 Report
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59 Social Media
Source: Nielsen African American Consumers 2012 Report
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60 African-Americans Use of Search Engines
• 72% of African Americans use search daily • 2% feel that their searches are successful • They notice search ads more often than the representative
population we surveyed, click on them and find them more useful.
http://www.google.com/think/research-studies/five-truths-of-the-digital-african-american-consumer-video.html
Source: Google
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61 16% of African Americans cannot live without a computer with internet access, significantly lower than the total population at 22%
Source: Google
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62 Asian Digital
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63 China, India, Philippines, Vietnam, Korea and Japan comprise 86% of the total Asian population.
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65 Asian Americans skew younger than the total U.S. population (41 years vs. 45 years) Household size slightly larger than the total U.S. population (3.1 vs. 2.6).
Source: U.S. Census Bureau
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66 Highest growth rate since 2000
200% Growth States • Florida • Georgia • Texas • Minnesota • Ohio • Iowa • Indiana • Arizona • Nevada
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3 out of 4 Asian Americans are foreign-born
Source: U.S. Census Bureau
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68 28% higher than the total U.S. median income.
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69 Digitally connected
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70 60% of Asian TV Households reside in the top 10 DMAs
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71 Online Video
Asians spend twice as much as time watching Web videos social media and
mobile devices
Weekly Web Series • Produced in English, targeting young
Asian Americans • Korean soap opera format (very
dramatic) • 10 million views & 4,700 comments on
outcome of story!
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72 Popular Websites
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73 Pay TV & Telecommunications
Money Transfer
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74 Insurance
Financial
Auto
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75 Fast Food/Beverage Wine & Spirit
Hotels/ Casinos
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How to Approach Multicultural Digital
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77 How does digital fit into an effective multicultural marketing effort? Depends on your situation and model.
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78 Active multicultural
marketers
Newbies & Inactives
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79 “Newbies” and “Inactives” Digital as a test, learn and scale (TLC) tool
• Can help determine what model to adopt
• Can help figure out how to message and approach the
multicultural markets
• Hyper-targeting
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80 “Actives” Expand into Digital Direct Response
• Paid Search – Targeting ethnic audiences using a variety of techniques (browser language,
keywords, geography, etc.)
• Behavioral Targeting
– Retargeting – Network activity
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81 “Actives” Opportunity to expand, evolve your multicultural marketing
• Test & Learn Model 2 cross-cultural approach
• Evolve into more digital-centric, oriented multicultural marketing program to focus on:
– Utility – Content – Native advertising – Community building
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Our Vision: Cross-cultural with Digital at it’s Core
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83 50% of babies born today in the
U.S. are not white
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84 Multicultural consumers are changing the
general market
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85 Cross-cultural Strategic Territory Framework 5 Cross-cultural Marketing Approaches
Cultural Community • Participating in long-standing
community-based cultural events & programs
Cultural Currency • Partnership with talent or a
prominent figure within the community
Cultural Authenticity • Connecting with new GenMkt
based on insights driven inward (multicultural) to outward (gen mkt), or vice-versa
Cultural Confluence • Turning a segment’s cultural
values into attributes relevant to what’s considered the general market
The Cultural Loop • Linking a brand with a social
cause or purpose
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86 Cross-cultural Strategic Territory Framework Our Cross-cultural Approach
Cultural Community • Participating in long-standing
community-based cultural events & programs
Cultural Currency • Partnership with talent or a
prominent figure within the community
Cultural Authenticity • Connecting with new GenMkt
based on insights driven inward (multicultural) to outward (gen mkt), or vice-versa
Cultural Confluence • Turning a segment’s cultural
values into attributes relevant to what’s considered the general market
The Cultural Loop • Linking a brand with a social
cause or purpose
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87 Digital-centric advertising
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88 Website Social Media Mobile
Digital Advertising
Email Content [Marketing]
Analytics E-commerce
8 Components of Digital Strategy
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89 Balanced POEM Model • A balanced POEM model involves
using Paid, Owned and Earned media in concert to deliver the most cost-effective and impactful results possible.
• The focus shifts from Paid Media as emphasis and Earned Media as the purview of PR to balancing all 3
• Each type of media plays a key role: catalyst, portability, result
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90 Content
Utility
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91 Community building
Native Advertising
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92
@jrvilla
www.linkedin.com/in/josevilla
www.thinkmulticultural.com
Thank you