Engaging Hispanic Shoppers on Digital Platforms
Overview <ul><li>Market opportunity </li></ul><ul><li>Consumer profiles: Latinos who use the Internet </li></ul><ul><li>Pi...
Market Opportunity: Hispanics Online <ul><li>30 million or 60%, online at least once a month (eMarketer) </li></ul><ul><li...
Market Opportunity: Hispanics Online <ul><li>61% made a purchase online; Average spend of $746 (Scarborough) </li></ul><ul...
Consumer Profiles
Madeline and Ricardo
Elizabeth
Targeting Latina Moms: Maria
Targeting Latina Moms: Maria
Targeting Latina Moms: Maria
Targeting Latina Moms: Maria “ I am 19 weeks pregnant and I subscribed to the English site at 8 weeks. A few weeks ago I s...
Targeting “Juan” Online
Targeting “Juan” Online
Alfonso: $40 Billion spent in U.S.
Roadmap for Success <ul><li>Research / Consultants </li></ul><ul><li>Website translation/localization services </li></ul><...
Engaging Hispanic Shoppers Online with Ana Grace and Jose Rivera
Best Buy en español
International Splash Page: Best Buy
 
XBOX Laptop Cameras Thanksgiving Buy Online Deal of the Day Three Kings Promotional Holiday Banners
 
 
AmFamLatino.com
AmFamLatino.com: Interactive Home
AmFamLatino.com: Interactive Home
Facebook: Geo-targeting by agent
Distribution to MSN
Mobile Applications
Questions? @JoeKutchera Latino Link: Building brands online with Hispanic communities and content JoeKutchera.com/LatinoLink
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Hispanic Retail 360: Engaging Hispanic Shoppers on Digital Platforms

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Best Buy, American Family Insurance and author Joe Kutchera present case studies about reaching Hispanics online.

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Hispanic Retail 360: Engaging Hispanic Shoppers on Digital Platforms

  1. 2. Engaging Hispanic Shoppers on Digital Platforms
  2. 3. Overview <ul><li>Market opportunity </li></ul><ul><li>Consumer profiles: Latinos who use the Internet </li></ul><ul><li>Pioneers in marketing to Latino shoppers online: </li></ul><ul><ul><li>Best Buy </li></ul></ul><ul><ul><li>American Family Insurance </li></ul></ul><ul><li>Your questions </li></ul>
  3. 4. Market Opportunity: Hispanics Online <ul><li>30 million or 60%, online at least once a month (eMarketer) </li></ul><ul><li>2014, 39.2 million or 70% </li></ul><ul><li>54% are Spanish-dominant or bi-cultural (AOL Hispanic) </li></ul><ul><li>61% said “When I need information the first place I look is the Internet” ( Simmons NCS/NHCS) </li></ul><ul><li>41% are very or somewhat likely to take action after viewing a banner ad (ARAnet/eMarketer) </li></ul>
  4. 5. Market Opportunity: Hispanics Online <ul><li>61% made a purchase online; Average spend of $746 (Scarborough) </li></ul><ul><li>17.2% of Hispanic females plan to increase online spending (BIGresearch/Televisa) </li></ul><ul><li>78% penetration rate of wireless services among Hispanic teens (ANA/Dieste) </li></ul><ul><li>48% of Hispanics text message (Scarborough) </li></ul>
  5. 6. Consumer Profiles
  6. 7. Madeline and Ricardo
  7. 8. Elizabeth
  8. 9. Targeting Latina Moms: Maria
  9. 10. Targeting Latina Moms: Maria
  10. 11. Targeting Latina Moms: Maria
  11. 12. Targeting Latina Moms: Maria “ I am 19 weeks pregnant and I subscribed to the English site at 8 weeks. A few weeks ago I switched to the Spanish site and I like it more because you really take into account the Latino perspective.”
  12. 13. Targeting “Juan” Online
  13. 14. Targeting “Juan” Online
  14. 15. Alfonso: $40 Billion spent in U.S.
  15. 16. Roadmap for Success <ul><li>Research / Consultants </li></ul><ul><li>Website translation/localization services </li></ul><ul><li>Content development </li></ul><ul><li>360° Approach / Offline support </li></ul><ul><li>Case studies to follow </li></ul>
  16. 17. Engaging Hispanic Shoppers Online with Ana Grace and Jose Rivera
  17. 18. Best Buy en español
  18. 19. International Splash Page: Best Buy
  19. 21. XBOX Laptop Cameras Thanksgiving Buy Online Deal of the Day Three Kings Promotional Holiday Banners
  20. 24. AmFamLatino.com
  21. 25. AmFamLatino.com: Interactive Home
  22. 26. AmFamLatino.com: Interactive Home
  23. 27. Facebook: Geo-targeting by agent
  24. 28. Distribution to MSN
  25. 29. Mobile Applications
  26. 30. Questions? @JoeKutchera Latino Link: Building brands online with Hispanic communities and content JoeKutchera.com/LatinoLink

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