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

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Page 1: Reaching Hispanics Through Digital Media

©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

Page 2: Reaching Hispanics Through Digital 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

Page 3: Reaching Hispanics Through Digital Media

©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

Page 4: Reaching Hispanics Through Digital Media

©2014 U.S. Interactive Media ©2014 U.S. Interactive Media

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

Page 5: Reaching Hispanics Through Digital Media

©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

innin

g trife

cta

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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

Page 6: Reaching Hispanics Through Digital Media

©2014 U.S. Interactive Media

HISPANIC FINDINGS IN THESE KEY AREAS

Page 7: Reaching Hispanics Through Digital Media

©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]*

Page 8: Reaching Hispanics Through Digital Media

©2014 U.S. Interactive Media

PARTICIPANTS NOT JUST READERS

Page 9: Reaching Hispanics Through Digital Media

©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

Page 10: Reaching Hispanics Through Digital Media

©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

Page 11: Reaching Hispanics Through Digital Media

©2014 U.S. Interactive Media ©2014 U.S. Interactive Media

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

Page 12: Reaching Hispanics Through Digital Media

©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

Page 13: Reaching Hispanics Through Digital Media

©2014 U.S. Interactive Media ©2014 U.S. Interactive Media

APPENDIX

Page 14: Reaching Hispanics Through Digital Media

©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]*

Page 15: Reaching Hispanics Through Digital Media

©2014 U.S. Interactive Media

Thank You