MIMA - Latino-Link Presentation, Sept 2010

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There’s an amaz­ing con­ver­gence hap­pen­ing between the growth of the U.S. Hispanic pop­u­la­tion and the growth of dig­i­tal media. Hispanics increas­ingly use the Internet to keep in touch with family and friends, search for prod­uct infor­ma­tion, com­pare prices, print coupons and shop online. Is your brand ready?

Joe out­lines the issues your com­pany will need to under­stand in order to suc­cess­fully market to Hispanic con­sumers online includ­ing shop­ping behav­ior, social net­works, trans­la­tion, local­iza­tion, and mobile plat­forms. Case stud­ies from Twin Cities-based mar­keters Best Buy and General Mills will be featured.

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MIMA - Latino-Link Presentation, Sept 2010

  1. 1. Latino Link: Marketing to Hispanics Online <ul><li>@joekutchera </li></ul><ul><li>#MIMASummit </li></ul><ul><li>#latism </li></ul>
  2. 2. Overview <ul><li>Market opportunity </li></ul><ul><li>Consumer profiles: Latinos who use the Internet </li></ul><ul><li>Leaders in Hispanic marketing online </li></ul><ul><li>Your questions </li></ul>
  3. 3. Market Opportunity <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. 4. Market Opportunity <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. 5. Consumer Profiles
  6. 6. Madeline and Ricardo
  7. 7. Elizabeth
  8. 8. Mike and Monica Melone
  9. 9. Latina Moms “ 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.”
  10. 10. Alfonso: $40 Billion spent in U.S.
  11. 11. Leaders in Hispanic Marketing Online
  12. 12. General Mills: Que Rica Vida Information seekers; want to assimilate
  13. 13. Best Buy en español U.S. Hispanics AND Latin Americans
  14. 14. Best Buy en español
  15. 15. Ford: Targeting Latinas Online Content Relevancy
  16. 16. Lexicon: English without Borders Continuous Relationship with Consumers
  17. 17. AmFamLatino.com Align Talent with Marketplace
  18. 18. AmFamLatino.com
  19. 19. AmFamLatino.com
  20. 20. AmFamLatino on Facebook
  21. 21. AmFamLatino on MSN
  22. 22. Challenges in Multicultural Marketing
  23. 23. The Desire for Mirrored Sites
  24. 24. Translation to ?
  25. 25. Summary <ul><li>Latinos past the tipping point online </li></ul><ul><li>Latinos online: </li></ul><ul><ul><li>Global connectors </li></ul></ul><ul><ul><li>Information seekers…who want to assimilate </li></ul></ul><ul><ul><li>Help older generation find information </li></ul></ul><ul><ul><li>Comparison shoppers </li></ul></ul>
  26. 26. Summary <ul><li>Hispanic marketing leaders: </li></ul><ul><ul><li>Culturally relevant content </li></ul></ul><ul><ul><li>Develop consumer relationships on social networks </li></ul></ul><ul><ul><li>Align talent and content for the marketplace </li></ul></ul><ul><ul><li>Challenges in multicultural marketing: </li></ul></ul><ul><ul><li>Desire for parity </li></ul></ul><ul><ul><li>Translations </li></ul></ul>
  27. 28. Questions? amzn.to/LatinoLink JoeKutchera.com @joekutchera

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