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Reaching Hispanics Through Digital Media

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Reaching Hispanics Through Digital Media

  1. 1. ©2014 U.S. Interactive Media©2014 U.S. Interactive Media REACHING HISPANICS THROUGH DIGITAL MEDIA Written By: Melissa Fernandez, Director of Business Development Edited By: Tim Lavelle, Director SEO/Social Media
  2. 2. ©2014 U.S. Interactive Media©2014 U.S. Interactive Media • Hispanics are the fastest growing demographic in the U.S. and significantly overrepresented in digital device ownership and usage (72% own a smartphone, compared to just 30% of U.S. consumers) • Marketers who have only implemented a general market strategy are puzzled about the right approach for reaching Hispanics • Marketers must first identify why they seek a deeper relationship with Hispanics and then determine how their brand can deliver a rich, immersive experience • The key to success lies in planning a Hispanic-specific ideal customer journey, taking into account both where the brand’s business sits today, as well as where it’s headed EXECUTIVE SUMMARY
  3. 3. ©2014 U.S. Interactive Media AHYPER-DIGITALLY • Hispanics over-index for successfully intertwining their physical lives and cutting- edge digital technology • To select an appropriate strategy, marketers must take into account the speed at which they access information, share content and communicate via digital devices CONNECTEDAUDIENCE
  4. 4. ©2014 U.S. Interactive Media©2014 U.S. Interactive Media To produce an organic feel, brands must identify the role they can play in enhancing the lives of their Hispanic customers. Brands must then act as their own media property in order to successfully reach a targeted Hispanic audience. This decision and dedication is what separates successful campaigns from those that fail to make an impact. A HYPER-DIGITALLY CONNECTED AUDIENCE
  5. 5. ©2014 U.S. Interactive Media©2014 U.S. Interactive Media Hispanic millennials can best be reached via a fusion approach leveraging integrated Social, Mobile and Loyalty programs[winningtrifecta]* Social • Builds sphere of influence • Amplifies brand impact on daily lives of customers Loyalty • Builds brand advocates defined by CLV • Multiplies purchase intent by saturation across generations Mobile • Maintains daily brand visibility • Offers 24/7 connection to your audience
  6. 6. ©2014 U.S. Interactive Media HISPANIC FINDINGS IN THESE KEY AREAS
  7. 7. ©2014 U.S. Interactive Media©2014 U.S. Interactive Media Hispanics primarily turn to family and friend’s when looking to get credible information about a local product or service. Yet, 55.7% use Facebook friends for this same type of advice. While Facebook’s role has diminished over recent years, it remains a strong source of insightful information for framing purchasing decisions. Brands operating on blanketed beliefs powered by misunderstandings stand to miss out on the unique value offered by Social Media platforms. [SOCIAL MEDIA ROLE]*
  8. 8. ©2014 U.S. Interactive Media PARTICIPANTS NOT JUST READERS
  9. 9. ©2014 U.S. Interactive Media©2014 U.S. Interactive Media Digitally connected Hispanics are widely aware of store specials, events, reviews and product availability, so it should be no surprise how often they rely on mobile for local shopping. When reaching mobile Hispanic consumers, remember that the messaging does not begin and end in isolation. As key influencers in their social groups, they are not shy about broadcasting their experiences. MOBILE’S INFLUENCE IN THE PURCHASE FUNNEL
  10. 10. ©2014 U.S. Interactive Media©2014 U.S. Interactive Media Some marketers have failed to leverage the many resources available for reaching Hispanic audiences online. By combining current customer demograhic data with appropriate, targeted messaging, brands can craft an effective long- term strategy that positively impacts their bottom line. Research •Segment your current customers •Identify key insights about Hispanic customers •Score the top 3-5 insights to define core touch points to address with your marketing messages Development •Bring internal departments together to assess findings •Collectively decide upon existing growth opportunities •Agree upon a unified long- term approach that allows the brand to serve the right messaging to the target audience at the right time Implementation •Develop a content framework for the ideal Hispanic customer journey •Execute with a flexible, agile approach •Allow time for conversation to develop •Avoid relying too heavily on past assumptions Optimization & Testing •Assess performance from a quantitative and qualitative perspective •Optimize for behavioral, seasonal and attitudinal changes •Deliver consistent reports to everyone involved DEVELOPING THE RIGHT STRATEGY
  11. 11. ©2014 U.S. Interactive Media©2014 U.S. Interactive Media MONITORING CAMPAIGN DEVELOPMENTS Leverage real-time Social Media measurement tools to track Hispanic conversations across platforms and languages: • Identify brand sentiment • Assess geographic patterns • Evaluate value of specific content based upon performance • Run competitive analysis before, during and after campaign executions • Engage with top influencers to amass an army of brand ambassadors • Determine share of voice, total interactions, top networks, etc. • Qualify campaign performance with hard data
  12. 12. ©2014 U.S. Interactive Media©2014 U.S. Interactive Media • Don’t run a Hispanic campaign in isolation. Answer the bigger question first – what value can my brand deliver to Hispanics? • Get buy-in from key members of the organization, as their understanding and acceptance of selected strategies will be critical to advancing relationships with Hispanic customers. • Lead with social and mobile first – brands seeking to make a big impact with Hispanic consumers must operate within the ecosystems receiving their attention. • Be open to changing the approach based on real-time insights, but never lose sight of the end goal defined by the brand’s inherent value proposition. • Make the most out of data sets you have in-house, then seek mobile and social platforms that can help you build a complete profile of your ideal Hispanic customer. SUMMARY
  13. 13. ©2014 U.S. Interactive Media©2014 U.S. Interactive Media APPENDIX
  14. 14. ©2014 U.S. Interactive Media©2014 U.S. Interactive Media • http://www.emarketer.com/Article/Hispanics-Rely- Heavily-on-Digital-Devices-Local-Shopping/1010663/1 • http://www.emarketer.com/Article.aspx?R=1009457 • http://www.biakelsey.com/webinars/hispanic- consumers-buy-into-digital-for-local-shopping.pdf • http://www.ahaa.org/default.asp?contentID=161 [references]*
  15. 15. ©2014 U.S. Interactive Media Thank You

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