reaching hispanics through digital media
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©2014 U.S. Interactive Media ©2014 U.S. Interactive Media
REACHING HISPANICS
THROUGH DIGITAL MEDIA
Written By: Melissa Fernandez, Director of Business Development
Edited By: Tim Lavelle, Director SEO/Social Media
©2014 U.S. Interactive Media ©2014 U.S. Interactive Media
• Hispanics are the fastest growing demographic in the U.S. and
significantly overrepresented in digital device ownership and usage
(72% own a smartphone, compared to just 30% of U.S. consumers)
• Marketers who have only implemented a general market strategy are
puzzled about the right approach for reaching Hispanics
• Marketers must first identify why they seek a deeper relationship with
Hispanics and then determine how their brand can deliver a rich,
immersive experience
• The key to success lies in planning a Hispanic-specific ideal
customer journey, taking into account both where the brand’s
business sits today, as well as where it’s headed
EXECUTIVE SUMMARY
©2014 U.S. Interactive Media
A HYPER-DIGITALLY
• Hispanics over-index for successfully
intertwining their physical lives and cutting-
edge digital technology
• To select an appropriate strategy,
marketers must take into account the
speed at which they access information,
share content and communicate via digital
devices
CONNECTED AUDIENCE
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To produce an organic feel, brands must identify the role they can play in
enhancing the lives of their Hispanic customers. Brands must then act as
their own media property in order to successfully reach a targeted
Hispanic audience. This decision and dedication is what separates
successful campaigns from those that fail to make an impact.
A HYPER-DIGITALLY
CONNECTED AUDIENCE
©2014 U.S. Interactive Media ©2014 U.S. Interactive Media
Hispanic millennials can best be reached via a fusion approach
leveraging integrated Social, Mobile and Loyalty programs [w
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Social • Builds sphere of
influence
• Amplifies brand
impact on daily lives
of customers
Loyalty • Builds brand
advocates defined
by CLV
• Multiplies purchase
intent by saturation
across generations
Mobile • Maintains daily
brand visibility
• Offers 24/7
connection to your
audience
©2014 U.S. Interactive Media
HISPANIC FINDINGS IN THESE KEY AREAS
©2014 U.S. Interactive Media ©2014 U.S. Interactive Media
Hispanics primarily turn to family and
friend’s when looking to get credible
information about a local product or
service. Yet, 55.7% use Facebook
friends for this same type of advice.
While Facebook’s role has diminished
over recent years, it remains a strong
source of insightful information for
framing purchasing decisions. Brands
operating on blanketed beliefs powered
by misunderstandings stand to miss out
on the unique value offered by Social
Media platforms.
[SOCIAL MEDIA ROLE]*
©2014 U.S. Interactive Media
PARTICIPANTS NOT JUST READERS
©2014 U.S. Interactive Media ©2014 U.S. Interactive Media
Digitally connected Hispanics are
widely aware of store specials, events,
reviews and product availability, so it
should be no surprise how often they
rely on mobile for local shopping.
When reaching mobile Hispanic
consumers, remember that the
messaging does not begin and end in
isolation. As key influencers in their
social groups, they are not shy about
broadcasting their experiences.
MOBILE’S INFLUENCE IN THE PURCHASE FUNNEL
©2014 U.S. Interactive Media ©2014 U.S. Interactive Media
Some marketers have failed to leverage the many resources available for
reaching Hispanic audiences online. By combining current customer demograhic
data with appropriate, targeted messaging, brands can craft an effective long-
term strategy that positively impacts their bottom line.
Research •Segment your current customers
• Identify key insights about Hispanic customers
•Score the top 3-5 insights to define core touch points to address with your marketing messages
Development •Bring internal departments together to assess findings
•Collectively decide upon existing growth opportunities
•Agree upon a unified long-term approach that allows the brand to serve the right messaging to the target audience at the right time
Implementation •Develop a content framework for the ideal Hispanic customer journey
•Execute with a flexible, agile approach
•Allow time for conversation to develop
•Avoid relying too heavily on past assumptions
Optimization & Testing •Assess performance from a quantitative and qualitative perspective
•Optimize for behavioral, seasonal and attitudinal changes
•Deliver consistent reports to everyone involved
DEVELOPING THE RIGHT STRATEGY
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MONITORING CAMPAIGN
DEVELOPMENTS Leverage real-time Social Media measurement tools to track Hispanic
conversations across platforms and languages:
• Identify brand sentiment
• Assess geographic patterns
• Evaluate value of specific content based upon performance
• Run competitive analysis before, during and after campaign executions
• Engage with top influencers to amass an army of brand ambassadors
• Determine share of voice, total interactions, top networks, etc.
• Qualify campaign performance with hard data
©2014 U.S. Interactive Media ©2014 U.S. Interactive Media
• Don’t run a Hispanic campaign in isolation. Answer the bigger
question first – what value can my brand deliver to Hispanics?
• Get buy-in from key members of the organization, as their
understanding and acceptance of selected strategies will be
critical to advancing relationships with Hispanic customers.
• Lead with social and mobile first – brands seeking to make a big
impact with Hispanic consumers must operate within the
ecosystems receiving their attention.
• Be open to changing the approach based on real-time insights,
but never lose sight of the end goal defined by the brand’s
inherent value proposition.
• Make the most out of data sets you have in-house, then seek
mobile and social platforms that can help you build a complete
profile of your ideal Hispanic customer.
SU
MM
AR
Y
©2014 U.S. Interactive Media ©2014 U.S. Interactive Media
APPENDIX
©2014 U.S. Interactive Media ©2014 U.S. Interactive Media
• http://www.emarketer.com/Article/Hispanics-Rely-
Heavily-on-Digital-Devices-Local-Shopping/1010663/1
• http://www.emarketer.com/Article.aspx?R=1009457
• http://www.biakelsey.com/webinars/hispanic-
consumers-buy-into-digital-for-local-shopping.pdf
• http://www.ahaa.org/default.asp?contentID=161
[references]*
©2014 U.S. Interactive Media
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