Digital Marketing to Hispanic Consumers, and Millennials, in Retail

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Workshop presentation at the annual Hispanic Retail 360 Summit, August 2014. Four key questions to address when marketing to Hispanic consumers including Millennials.

Published in: Retail, Marketing

Digital Marketing to Hispanic Consumers, and Millennials, in Retail

  1. 1. Question # 1 • What makes marketing to U.S. Hispanics different than general market consumers? • _____________________________________
  2. 2. The Hispanic Shopper • 75% of Hispanic families sit down for a meal together every day • Hispanics do more grocery shopping than the average U.S. shopper • Once in-store, Hispanics spend 20% more during routine grocery trips
  3. 3. Question # 2 • What challenges have you faced, or are currently facing, with establishing a U.S. Hispanic digital marketing strategy • _____________________________________
  4. 4. Hispanic Consumers Online • Hispanics are highly social online, 68.9% of Hispanics use social networks compared to 66.2 of the total U.S. population • Brands such as Toyota and AT&T have a social media presence: Posts in Spanish, creative and messaging that resonates with U.S. Hispanics • Connecting with U.S. Hispanics digitally allows your brand to build a connection through engagement and conversation thus leading to increased brand awareness, loyalty, and sales
  5. 5. Example: Winn-Dixie Latino
  6. 6. Question # 3 • How can you be more effective in reaching U.S. Hispanic consumers including Millennials? • _____________________________________
  7. 7. Reaching Hispanic Consumers • The Hispanic population is the fast-growing and youngest segment of the U.S. population • Hispanic shoppers seek value, leverage social to provide in- store savings through offers and coupons • Use social media to provide recipes and DIY tips to drive in- store foot traffic and sales • Connect with Hispanic consumers through their mobile phone: social media, website, text, app. Hispanics use smartphones while shopping higher than any other ethnic group.
  8. 8. Question # 4 • Which social media platforms are most effective for marketing to U.S. Hispanics and why? • _____________________________________
  9. 9. Social Media Platforms • U.S. Hispanic users ranked as the second most active race on Twitter • Pew Study: Among internet users, Latinos (68%) say they use social networking sites Twitter and Facebook • Through Pinterest, brands can connect with Hispanic Mom’s seeking recipes leading to incremental in-store traffic
  10. 10. Let’s Connect! LinkedIn.com/in/CarlosGilOnline Twitter.com/CarlosGil83 Email: Carlos@carlosgil.biz Source(s): http://www.emarketer.com/Article/Hispanic- Shoppers-Bring-Social-Mobile-Habits-Grocery- Aisle/1009839

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