Cross-cultural Digital Advertising

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Effectively reaching Hispanic, African-American, & Asian communities Digitally

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  • 45% of U.S. Hispanic mobile phone users have smartphones compared to 34% of general market (Source: Google, 2011)
  • Especially electronics and clothing
  • Reason being that 86% of Asians are represented by these 6 segments.QUESTION – WHICH ASIAN GROUP IS THE LARGEST SEGMENT?
  • Breakdown – ChinChinese leading the way, Asian Indian and Filipino segments vying for 2nd place, followed by the other segments.
  • 200% growth in 9 statesQUESTION: WHAT IS FUELING THIS GROWTH?
  • What is fueling this growth? Immigration.Unlike Hispanics Asian growth is fueled by immigration.Japanese – least amount of foreign-born populationHispanic– 60% growth is fueled by birth rate in U.S.,
  • More Buying Power
  • More digitally connected through Internet, cell, computer purchase
  • But they spend twice as much as time watching Web videos social media and mobile devices. Young Asians influence purchasing decisions of their parents.Weekly web series (6 episodes) produced in English, targeting young Asian Americans – Korean soap opera format (very dramatic) – posted online - produced by InterTrendAway We happed Logged 10 million views & 4,700 comments on outcome of storyQUESTION – NAME KOREAN NEWSPAPER
  • Online NewsMissy USA – Korean in-language website – targeted to WomenSina net – in-language news websiteFilipino – GMA – TV network
  • Pay TV – DIRECTV, DISH, TWCMoney Transfer – Western Union TelecommunicationsInsurance – MassMutual, MetLifeFinancial – Wells Fargo, Bank of AAutomobile – Toyota, HondaFast Food – McDonald’sWine & Spirits – Crown Royal, Johnnie Walker
  • Pay TV – DIRECTV, DISH, TWCMoney Transfer – Western Union TelecommunicationsInsurance – MassMutual, MetLifeFinancial – Wells Fargo, Bank of AAutomobile – Toyota, HondaFast Food – McDonald’sWine & Spirits – Crown Royal, Johnnie Walker
  • Pay TV – DIRECTV, DISH, TWCMoney Transfer – Western Union TelecommunicationsInsurance – MassMutual, MetLifeFinancial – Wells Fargo, Bank of AAutomobile – Toyota, HondaFast Food – McDonald’sWine & Spirits – Crown Royal, Johnnie Walker
  • Cross-cultural Digital Advertising

    1. 1. March 26, 2013Cross-cultural DigitalMarketingEffectively reaching Hispanic, African-American,& Asian communities DigitallyMulticultural Marketing ConferenceSaint Paul, MN
    2. 2. Overview 2• Introduction• Multicultural Marketing Models – Multicultural Marketing Defined – 3 Types of Multicultural Marketers – 3 Approaches to Multicultural Marketing• Overview of Multicultural Digital Market – Hispanic Digital Marketing – African-American Digital Marketing – Asian Digital Marketing• How to Approach Multicultural Digital• Sensis Vision: Cross-cultural with Digital at it’s core
    3. 3. Introduction
    4. 4. 4A little about me
    5. 5. I’ve been working in advertising for the last 13 5yearsMy background : Jose – Economics – Digital technology – Management consultingI kind of stumbled into this business…
    6. 6. 6… and I’m one of the few people you’ll meetthat runs a successful ad agency that never worked in advertising before.
    7. 7. my story explains a lot 7• 1998: I left a consulting career to start a Hispanic-focused dot com• Since that day, I found myself in the middle of a transformation of the advertising industry
    8. 8. Sensis 8• I started Sensis in 2000, a couple of days after shutting down my dot com.• Sensis was started to address a small gap I saw in the ad business during my dot com days.• During the last 13 years I’ve realized that “the little gap” was actually bigger and more transformative than anything I could have ever imagined in 2000.
    9. 9. Agency Profile 9• Advertising & digital agency• 37 employees• $12 million in revenue (2012)• Offices locations: – Los Angeles, CA – Washington, DC – Mexico City, Mexico• 15 years in business• Independent, minority-owned
    10. 10. Multicultural Marketing Models
    11. 11. 11Multicultural marketing defined
    12. 12. let’s start with some definitionsMulticultural markets = various minority groups 12• Hispanic• African American• Asian American• GLBTQ• Other – Middle Eastern, European, South Asian, Native American, Disabled, …
    13. 13. “General Market” 13• Caucasians + minorities• An amalgamation of all ethnic groups, including Whites, Hispanics, Blacks, Asians and everybody else
    14. 14. 143 States of Multicultural Marketing
    15. 15. 3 states of multicultural marketing 15 Newbies Active Inactivesmulticultural new entrants Past marketers into multicultural multicultural marketers markets
    16. 16. 163 Models of Multicultural Marketing
    17. 17. Model 0: Irrelevance 17 No efforts aimed at multicultural audiences or integration of multicultural programs
    18. 18. 1884% of all U.S. population growthfrom 2000-2010 came from Hispanics, African-Americans and Asians
    19. 19. 1938% of 18-34 year olds are multicultural
    20. 20. Model 1: Traditional 20 Lead with “general market” distinct and separate multicultural programs
    21. 21. 21Traditional Model of Multicultural Marketing
    22. 22. 22 Toyota“somos muchos latinos”
    23. 23. Model 2: Cross-cultural 23 Integrate multicultural into general market; Program extensions into specific ethnic (sub) segments
    24. 24. The new way – “Cross-cultural” 24
    25. 25. 25 Taco Bell“Live mas”
    26. 26. Multicultural Digital Market
    27. 27. 27Hispanic Digital
    28. 28. 2865% of Hispanics access the Internet*
    29. 29. Hispanic Internet Penetration 29
    30. 30. Largest Social Networking Sites Among Hispanics 30Source: comScore, December 2012
    31. 31. Mobile Phone Usage Among Hispanics 31Source: comScore, December 2012
    32. 32. Hispanics over-index in smartphone usage 45% 34% Hispanic General MarketSource: Sensis Hispanic Mobile Report, April 2012
    33. 33. Hispanic Mobile Profile 33Source: Sensis Hispanic Mobile Report, December 2011
    34. 34. Smartphones as Computer 34Source: Sensis Hispanic Mobile Report, April 2012
    35. 35. Top Online Activities for Hispanic Consumers 35 Hispanics are more likely to read or write movie reviews, download videos/music, and watch TV shows online than general populationSource: Sensis Hispanic Mobile Report, April 2012
    36. 36. Hispanic Consumers Research Online Before They Buy 36Source: Sensis Hispanic Mobile Report, April 2012
    37. 37. The behavioral basics What most people know 37 • Price sensitivity / deals ethic • More social in key activities (e.g. shopping)Source: Sensis Hispanic Mobile Report, April 2012
    38. 38. Lesser known digital behavioralWhat most are not aware of… 38• Many Hispanics are early technology adopters• Many Hispanics are influencers• Some misconceptions – Use of social media --- very different than general market – Digital divide still exists
    39. 39. How Hispanics use digital media? 39 • Hispanic consumers are diverse, so blanket generalizations don’t usually hold across a market of 35-40 million online users • Our Hispanic Persona Project identified 4 distinct “behavioral” segments across the Hispanic digital consumer landscape – Only 2 could be described as “heavy” digital media consumers, particularly when it comes to digital musicSource: Sensis Hispanic Persona Project, April 2011
    40. 40. 40
    41. 41. www.HispanicMobileReport.com 41 Hispanic In-store Mobile Experience Innovative research on Hispanic in-store mobile use Source: Sensis Hispanic Mobile Report, April 2012
    42. 42. Top activities while shopping at a Store Top Activities While Shopping store Chart page 11Source: Sensis Hispanic Mobile Report, April 2012
    43. 43. It’s all about the best deal • Care more about finding the best deals • Use anonymous mobile product reviews far lessSource: Sensis Hispanic Mobile Report, April 2012
    44. 44. 44 In-store price-checking is not about Amazon… it’s about the store across townSource: Sensis Hispanic Mobile Report, April 2012
    45. 45. Hispanic Mobile 45 • Shopping is a social affair • Deals ethic • No showroomingSource: Sensis Hispanic Mobile Report, April 2012
    46. 46. 46Some insights from the trenches
    47. 47. Hispanic Digital Experience 47
    48. 48. Some Insights 48• Heavy mobile users – mobile ads have very high response rates• In some categories, English is key to reaching them --- portrays legitimacy• Tablet adoption is driving Internet access among older, Spanish-dominant and less acculturated cohorts• Complex info best presented in anecdotal, story format
    49. 49. Some InsightsYounger Hispanics 49• Important of authenticity to younger, acculturated segment• Looking to “connect” with their culture, even if they don’t speak Spanish
    50. 50. 50African American Digital
    51. 51. 5 truths of the digital African American consumer 51 • They are ahead of the digital curve – utilizing video, mobile, and other platforms to interact online • They are vocal – Digital is their microphone • They are avid searchers • They are more thorough – In their pre-purchase research • They are more receptive – To digital marketingSource: Nielsen African American Consumers 2012 Report
    52. 52. African American Geography and Generational Distribution 52Source: Nielsen African American Consumers 2012 Report
    53. 53. Average Time Spent with Media 53 AFRICAN AA/TOTAL Average Time (Hours) Spent Per Day… TOTAL AMERICAN DIFFERENCE Avg Time Spent on Internet on Home Comp per day 3.1 3.3 0.2 Avg Time Spent using IM per day 2.0 2.2 0.2 Avg Time Spent Texting on Cell Phone per day 1.6 2.0 0.4 Avg Time Spent Watching Videos online per day 1.8 1.9 0.1 Avg Time Spent Eating per day 1.3 1.5 0.1 Avg Time Spent Using Internet on Tablet per day 1.2 1.4 0.2 Avg Time Spent Listening to Music online per day 0.9 1.2 0.3 Avg Time Spent on Computer Video Games per day 0.9 1.1 0.1 Avg Time Spent Playing Video Games on Tablet per day 0.8 1.1 0.2 Avg Time Spent Emailing per day 1.0 1.0 0.0 Avg Time on Internet on Cell Phone per day 0.9 1.0 0.1 Avg Time Spent Reading E-books per day 0.9 0.9 0.1Source: comScore, February 2013
    54. 54. Media Consumption 54Source: Nielsen African American Consumers 2012 Report
    55. 55. Effective Advertising 55Source: Nielsen African American Consumers 2012 Report
    56. 56. Mobile 56 • 54% of African-Americans own smartphonesSource: Nielsen African American Consumers 2012 Report
    57. 57. Top Advertisers & 57 Media SpendSource: Nielsen African American Consumers 2012 Report
    58. 58. Online 58Source: Nielsen African American Consumers 2012 Report
    59. 59. Social Media 59Source: Nielsen African American Consumers 2012 Report
    60. 60. African-Americans Use of Search Engines 60 • 72% of African Americans use search daily • 2% feel that their searches are successful • They notice search ads more often than the representative population we surveyed, click on them and find them more useful. http://www.google.com/think/research-studies/five-truths-of- the-digital-african-american-consumer-video.htmlSource: Google
    61. 61. 61 16% of African Americans cannot live without a computer with internet access, significantly lower than the total population at 22%Source: Google
    62. 62. 62Asian Digital
    63. 63. 63China, India, Philippines, Vietnam, Koreaand Japan comprise 86% of the total Asianpopulation.
    64. 64. 65 Asian Americans skew younger than the total U.S. population (41 years vs. 45 years) Household size slightly larger than the total U.S. population (3.1 vs. 2.6).Source: U.S. Census Bureau
    65. 65. 66Highest growth rate since 2000 200% Growth States • Florida • Georgia • Texas • Minnesota • Ohio • Iowa • Indiana • Arizona • Nevada
    66. 66. 3 out of 4 Asian Americans are foreign-bornSource: U.S. Census Bureau
    67. 67. 6828% higher than the total U.S. median income.
    68. 68. Digitally connected 69
    69. 69. 7060% of Asian TV Households reside in the top 10 DMAs
    70. 70. Online Video 71 Asians spend twice as much as time watching Web videos social media and mobile devicesWeekly Web Series• Produced in English, targeting young Asian Americans• Korean soap opera format (very dramatic)• 10 million views & 4,700 comments on outcome of story!
    71. 71. Popular Websites 72
    72. 72. 73Pay TV & Telecommunications Money Transfer
    73. 73. Insurance 74Financial Auto
    74. 74. Fast Food/Beverage 75 Wine & Spirit Hotels/ Casinos
    75. 75. How to Approach Multicultural Digital
    76. 76. 77How does digital fit into an effectivemulticultural marketing effort?Depends on your situation and model.
    77. 77. 78 Active multicultural marketersNewbies & Inactives
    78. 78. “Newbies” and “Inactives”Digital as a test, learn and scale (TLC) tool 79• Can help determine what model to adopt• Can help figure out how to message and approach the multicultural markets• Hyper-targeting
    79. 79. “Actives”Expand into Digital Direct Response 80• Paid Search – Targeting ethnic audiences using a variety of techniques (browser language, keywords, geography, etc.)• Behavioral Targeting – Retargeting – Network activity
    80. 80. “Actives”Opportunity to expand, evolve your multicultural marketing 81• Test & Learn Model 2 cross-cultural approach• Evolve into more digital-centric, oriented multicultural marketing program to focus on: – Utility – Content – Native advertising – Community building
    81. 81. Our Vision:Cross-cultural with Digital at it’s Core
    82. 82. 8350% of babies born today in the U.S. are not white
    83. 83. 84Multicultural consumers are changing the general market
    84. 84. Cross-cultural Strategic Territory Framework5 Cross-cultural Marketing Approaches 85Cultural Community Cultural Currency Cultural Authenticity• Participating in long-standing • Partnership with talent or a • Connecting with new GenMkt community-based cultural prominent figure within the based on insights driven events & programs community inward (multicultural) to outward (gen mkt), or vice- versa Cultural Confluence The Cultural Loop • Turning a segment’s cultural • Linking a brand with a social values into attributes relevant cause or purpose to what’s considered the general market
    85. 85. Cross-cultural Strategic Territory FrameworkOur Cross-cultural Approach 86Cultural Community Cultural Currency Cultural Authenticity• Participating in long-standing • Partnership with talent or a • Connecting with new GenMkt community-based cultural prominent figure within the based on insights driven events & programs community inward (multicultural) to outward (gen mkt), or vice- versa Cultural Confluence The Cultural Loop • Turning a segment’s cultural • Linking a brand with a social values into attributes relevant cause or purpose to what’s considered the general market
    86. 86. 87Digital-centric advertising
    87. 87. 8 Components of Digital Strategy 88 Digital Website Social Media Mobile Advertising Email Content E-commerce Analytics [Marketing]
    88. 88. Balanced POEM Model 89• A balanced POEM model involves using Paid, Owned and Earned media in concert to deliver the most cost-effective and impactful results possible.• The focus shifts from Paid Media as emphasis and Earned Media as the purview of PR to balancing all 3• Each type of media plays a key role: catalyst, portability, result
    89. 89. 90 ContentUtility
    90. 90. 91 Community buildingNative Advertising
    91. 91. 92 Thank you@jrvillawww.thinkmulticultural.comwww.linkedin.com/in/josevilla

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