1 | PM Publicidad – Hispanic Retail 360 Conference | 2013
BUILDING YOUR BRAND PREFERENCE WITH
HISPANIC MILLENNIALS
IN THE ...
2 | PM Publicidad – Hispanic Retail 360 Conference | 2013
Pref-er-ence (noun): the act, fact, or principle of giving
advan...
3 | PM Publicidad – Hispanic Retail 360 Conference | 2013
4 | PM Publicidad – Hispanic Retail 360 Conference | 2013
5 | PM Publicidad – Hispanic Retail 360 Conference | 2013
6 | PM Publicidad – Hispanic Retail 360 Conference | 2013
7 | PM Publicidad – Hispanic Retail 360 Conference | 2013
8 | PM Publicidad – Hispanic Retail 360 Conference | 2013
Hispanics Today
A growing number of Hispanics today tend to be:
9 | PM Publicidad – Hispanic Retail 360 Conference | 2013
Connecting with Hispanic Millennials
Native born Millennials hav...
10 | PM Publicidad – Hispanic Retail 360 Conference | 2013
Hispanic Millennials are active
brand experimenters, using digi...
12 | PM Publicidad – Hispanic Retail 360 Conference | 2013
13 | PM Publicidad – Hispanic Retail 360 Conference | 2013
14 | PM Publicidad – Hispanic Retail 360 Conference | 2013
Hispanics Are Driven By Different Social
& Psychological Motiva...
15 | PM Publicidad – Hispanic Retail 360 Conference | 2013
Cultural Influences
CONNECTING WITH FAMILY
Language
MOSTLY ENGL...
16 | PM Publicidad – Hispanic Retail 360 Conference | 2013
Hispanics Spent $17.6B on mobile devices in 2012
Hispanics will...
18 | PM Publicidad – Hispanic Retail 360 Conference | 2013
Hispanics are the Original Social Networkers
More likely to fol...
19 | PM Publicidad – Hispanic Retail 360 Conference | 2013
TWITTER 29.0%
Social Networks Used by US Hispanic Consumers, 20...
20 | PM Publicidad – Hispanic Retail 360 Conference | 2013
21 | PM Publicidad – Hispanic Retail 360 Conference | 2013
22 | PM Publicidad – Hispanic Retail 360 Conference | 2013
THE PATH TO PURCHASE
23 | PM Publicidad – Hispanic Retail 360 Conference | 2013
24 | PM Publicidad – Hispanic Retail 360 Conference | 2013
2X as likely to get online at home using a mobile device
More r...
25 | PM Publicidad – Hispanic Retail 360 Conference | 2013
26 | PM Publicidad – Hispanic Retail 360 Conference | 2013
Source: Integer Group + M/A/R/C Research Study, August 2012
INF...
27 | PM Publicidad – Hispanic Retail 360 Conference | 2013
28 | PM Publicidad – Hispanic Retail 360 Conference | 2013
PLANNING A CAMPAIGN
29 | PM Publicidad – Hispanic Retail 360 Conference | 2013
Start Small – Expand Based on Learnings
Focus on Core Customers...
30 | PM Publicidad – Hispanic Retail 360 Conference | 2013
KEY TAKEAWAYS
31 | PM Publicidad – Hispanic Retail 360 Conference | 2013
Over-index for EVERYTHING on mobile devices
Mobile device = com...
32 | PM Publicidad – Hispanic Retail 360 Conference | 2013
Trendy Techies & Young Start Outs Are Key
Segments So Our Futur...
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Building your Brand preference with Hispanic Millenials in the Post PC Era

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This presentation focuses on the highly important and now highly sought, Hispanic Millennial and their path to purchase. Focuses on how marketing is having in reaching this segment and how mobile marketing is impacting this consumer’s path to purchase.

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  • So, I have to start with a disclaimer: nothing I say or show you today may be true by the time we see each other at next year’s HR 360 Conference in _________. Such is the speed at which both the Hispanic Millennials segment and the mobile marketing space is evolving and changing. So please take your notes in pencil.  This conference focuses on the highly important and now highly sought, Hispanic Millennial and their path to purchase. The next 30 minutes will hone in on what role mobile marketing is having in reaching this segment and how mobile marketing is impacting this consumer’s path to purchase. This content is pretty high level and big picture. My objective is for you to leave with 3 things: (1) a FUNDAMENTAL understanding of the HM segment: who they are, how they think and act and why; (2) how they are using mobile devices in general and most importantly, (3) how they are using mobile devices in their path to purchase.  First, I want to establish some “definitions” up front, so we’re all on the same page.
  • HISPANICS IN GENERAL AND HMs IN PARTICULAR ARE BRAND CONSCIOUS AND MORE IMPORTANTLY, BRAND LOYALWE LOVE TO SHARE THINGS WITH FRIENDS AND FAMILYWE’RE INTO OUR CELEBRITIES AND LIKE TO FOLLOW THEMWE ENJOY WRITING PERSONAL BLOGS – ALTHOUGH WITH THE OBJECTIVE OF KEEPING OUR SOCIAL NETWORK INFORMED AND WE LOVE SOCIAL MEDIA.
  • Now for the meat of our discussion. How are HMs using mobile devices in their path to commerce and purchasing. First, let’s start with a short video to give you some insight into how some HMs are using mobile devices to make purchasing decisions and shop. And most importantly, how can you as a marketer leverage this affinity for mobile devices and the high level of connectivity among HMs, to establish a dialogue with these highly desirable consumers and build brand preference.
  • This is an actual cohort segmentation we recently developed for one of our clients.
  • Building your Brand preference with Hispanic Millenials in the Post PC Era

    1. 1. 1 | PM Publicidad – Hispanic Retail 360 Conference | 2013 BUILDING YOUR BRAND PREFERENCE WITH HISPANIC MILLENNIALS IN THE POST PC ERA AUGUST 15, 2013 HISPANIC RETAIL 360 CONFERENCE 2013
    2. 2. 2 | PM Publicidad – Hispanic Retail 360 Conference | 2013 Pref-er-ence (noun): the act, fact, or principle of giving advantages to some over others
    3. 3. 3 | PM Publicidad – Hispanic Retail 360 Conference | 2013
    4. 4. 4 | PM Publicidad – Hispanic Retail 360 Conference | 2013
    5. 5. 5 | PM Publicidad – Hispanic Retail 360 Conference | 2013
    6. 6. 6 | PM Publicidad – Hispanic Retail 360 Conference | 2013
    7. 7. 7 | PM Publicidad – Hispanic Retail 360 Conference | 2013
    8. 8. 8 | PM Publicidad – Hispanic Retail 360 Conference | 2013 Hispanics Today A growing number of Hispanics today tend to be:
    9. 9. 9 | PM Publicidad – Hispanic Retail 360 Conference | 2013 Connecting with Hispanic Millennials Native born Millennials have grown at a rate of almost 5% per year, & by 2020 will add 4 million net new consumers to their ranks and represent 17% of the total Hispanic market Highly social & engaged, these tech connected consumers are highly influential and avid brand promoters Are overrepresented in key DMAs
    10. 10. 10 | PM Publicidad – Hispanic Retail 360 Conference | 2013 Hispanic Millennials are active brand experimenters, using digital media to inform their choices. High Influencers, make them the ambassadors of the brand They value brands that respect them. Convey respect, it’s a key motivator. Spanish remains important to how Millennials connect and watch. Offer a range of programming in Spanish in addition to content developed for Hispanic audiences in English. Connecting with Hispanic Millennials
    11. 11. 12 | PM Publicidad – Hispanic Retail 360 Conference | 2013
    12. 12. 13 | PM Publicidad – Hispanic Retail 360 Conference | 2013
    13. 13. 14 | PM Publicidad – Hispanic Retail 360 Conference | 2013 Hispanics Are Driven By Different Social & Psychological Motivators Emphasis on relationships results in a high “network effect” among Hispanics Larger “organic” social connection translate to larger online connections Self Perception COLLECTIVISM - FAMILY Relationships Emphasize RESPECT Children Instilled With RESPECT FOR AUTHORITY Reliance On FAMILY & FRIENDS Home is “THE DREAM” SANCTUARY, A LIFETIME, Self Perception INDIVIDUALS Relationships Emphasize INFORMALITY Children Instilled With INDIVIDUALITY Reliance On INSTITUTIONS Home is AN INVESTMENT “A POINT OF DEPARUTRE” LIFETIME,
    14. 14. 15 | PM Publicidad – Hispanic Retail 360 Conference | 2013 Cultural Influences CONNECTING WITH FAMILY Language MOSTLY ENGLISH – SOME SPANGLISH Personal Networks HIGH RELIANCE ON RECOMMENDATIONS Socializing HEAVY SOCIAL NETWORKING HISPANIC MILLENNIALS
    15. 15. 16 | PM Publicidad – Hispanic Retail 360 Conference | 2013 Hispanics Spent $17.6B on mobile devices in 2012 Hispanics will spend $500 million in mobile apps alone Over the next six months Hispanics are likely to purchase: smartphone (24%), laptop (21%), tablet (18%). Top three smartphone OS used by Hispanics: Android (27%), Apple (21%), Blackberry (7%) Top three mobile devices owned by Hispanics: laptop (70%), smartphone (52%), mp3 player (42%) Top three activities online by Hispanics are: (84%) email, (67%) social networking (54%) video/music Source: Zpryme INFOgraphic report: 2012 Hispanic Mobile Consumer Trends
    16. 16. 18 | PM Publicidad – Hispanic Retail 360 Conference | 2013 Hispanics are the Original Social Networkers More likely to follow a brand More likely to post links, articles, videos & websites More likely to follow a celebrity More likely to build or update a personal blog More likely to have one or more social networking profiles 25% 21% 18% 17% 7% Compared to the average U.S. adult online, Hispanics adults are:
    17. 17. 19 | PM Publicidad – Hispanic Retail 360 Conference | 2013 TWITTER 29.0% Social Networks Used by US Hispanic Consumers, 2012 % of respondents LINKEDIN 12.3% MYLIFE.COM 4.0% NING 3.4% MEETUP 2.8% OTHER 4.6% FRIENDSTER 3.2% BADU 3% MYSPACE 23.4% GOOGLE+ 19.2% FACEBOOK 79.4% DON’T USE SOCIAL MEDIA 14.3% Source: Zpryme Research & Consulting “2012 Hispanic Mobile Consumer Trends Study”. March 2012
    18. 18. 20 | PM Publicidad – Hispanic Retail 360 Conference | 2013
    19. 19. 21 | PM Publicidad – Hispanic Retail 360 Conference | 2013
    20. 20. 22 | PM Publicidad – Hispanic Retail 360 Conference | 2013 THE PATH TO PURCHASE
    21. 21. 23 | PM Publicidad – Hispanic Retail 360 Conference | 2013
    22. 22. 24 | PM Publicidad – Hispanic Retail 360 Conference | 2013 2X as likely to get online at home using a mobile device More receptive to mobile advertising Apps and videos drive young Hispanic adults’ mobile experiences 52% of Hispanic Millennials use a mobile phone to assist when shopping Top uses of mobile phones include pulling a grocery list, contacting friends or family about a new product or sale, getting coupons and finding recipes. Source: Meredith Hispanic Ventures Report
    23. 23. 25 | PM Publicidad – Hispanic Retail 360 Conference | 2013
    24. 24. 26 | PM Publicidad – Hispanic Retail 360 Conference | 2013 Source: Integer Group + M/A/R/C Research Study, August 2012 INFLUENCED BY PEOPLE THEY RESPECT % AGREE INDEX HISPANICS 46% 123 GENERAL MARKET 38% 100 HISPANIC MEN 51% 136 GM MEN 37% 97 HISPANIC WOMEN 43% 114 GM WOMEN 38% 100
    25. 25. 27 | PM Publicidad – Hispanic Retail 360 Conference | 2013
    26. 26. 28 | PM Publicidad – Hispanic Retail 360 Conference | 2013 PLANNING A CAMPAIGN
    27. 27. 29 | PM Publicidad – Hispanic Retail 360 Conference | 2013 Start Small – Expand Based on Learnings Focus on Core Customers First Understand and Segment Your Target Consumers Plan Like Direct Response Test – Optimize – Scale
    28. 28. 30 | PM Publicidad – Hispanic Retail 360 Conference | 2013 KEY TAKEAWAYS
    29. 29. 31 | PM Publicidad – Hispanic Retail 360 Conference | 2013 Over-index for EVERYTHING on mobile devices Mobile device = computer Mobile devices = freedom + independence Millennials Prefer Messaging in English or Spanglish Connectivity & Access to Info are Key Benefits
    30. 30. 32 | PM Publicidad – Hispanic Retail 360 Conference | 2013 Trendy Techies & Young Start Outs Are Key Segments So Our Future Are The Millennials Trendy Techies 15% Young Starts Out 31% Who Am I? Motivators & Drivers CCI * Technology & Me Connect With Me 20 -25 U.S. Born Bicultural Single College Degree Median HHI - $60K Achieving a higher social status Aspire to get ahead professionally and personally Medium - High Heavy Internet User Goes online to find out about brands and products. Active user of Social Media. Watches TV by downloading to Tablet and smartphone. 22 – 24 Foreign & U.S. Born N.Latina/ Bicultural Single Bilingual – Mostly Spanish at Home HS, Some College Median HHI- $45k Driven by “new adventures” in life Goal oriented, risk - takers Medium - High Heavy Internet User Technology makes it easier to connect culturally Internet entertainment and information are a vital part of their lives. Multi-screen users.
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