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MIMA - Latino-Link Presentation, Sept 2010
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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 …

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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Transcript

  • 1. Latino Link: Marketing to Hispanics Online
    • @joekutchera
    • #MIMASummit
    • #latism
  • 2. Overview
    • Market opportunity
    • Consumer profiles: Latinos who use the Internet
    • Leaders in Hispanic marketing online
    • Your questions
  • 3. Market Opportunity
    • 30 million or 60%, online at least once a month (eMarketer)
    • 2014, 39.2 million or 70%
    • 54% are Spanish-dominant or bi-cultural (AOL Hispanic)
    • 61% said “When I need information the first place I look is the Internet” ( Simmons NCS/NHCS)
    • 41% are very or somewhat likely to take action after viewing a banner ad (ARAnet/eMarketer)
  • 4. Market Opportunity
    • 61% made a purchase online; Average spend of $746 (Scarborough)
    • 17.2% of Hispanic females plan to increase online spending (BIGresearch/Televisa)
    • 78% penetration rate of wireless services among Hispanic teens (ANA/Dieste)
    • 48% of Hispanics text message (Scarborough)
  • 5. Consumer Profiles
  • 6. Madeline and Ricardo
  • 7. Elizabeth
  • 8. Mike and Monica Melone
  • 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. Alfonso: $40 Billion spent in U.S.
  • 11. Leaders in Hispanic Marketing Online
  • 12. General Mills: Que Rica Vida Information seekers; want to assimilate
  • 13. Best Buy en español U.S. Hispanics AND Latin Americans
  • 14. Best Buy en español
  • 15. Ford: Targeting Latinas Online Content Relevancy
  • 16. Lexicon: English without Borders Continuous Relationship with Consumers
  • 17. AmFamLatino.com Align Talent with Marketplace
  • 18. AmFamLatino.com
  • 19. AmFamLatino.com
  • 20. AmFamLatino on Facebook
  • 21. AmFamLatino on MSN
  • 22. Challenges in Multicultural Marketing
  • 23. The Desire for Mirrored Sites
  • 24. Translation to ?
  • 25. Summary
    • Latinos past the tipping point online
    • Latinos online:
      • Global connectors
      • Information seekers…who want to assimilate
      • Help older generation find information
      • Comparison shoppers
  • 26. Summary
    • Hispanic marketing leaders:
      • Culturally relevant content
      • Develop consumer relationships on social networks
      • Align talent and content for the marketplace
      • Challenges in multicultural marketing:
      • Desire for parity
      • Translations
  • 27.  
  • 28. Questions? amzn.to/LatinoLink JoeKutchera.com @joekutchera