The Hispanic population is the fastest growing, most connected audience on the planet. In today’s digital world, consumers expect a consistent and well branded omni- channel experience. The Hispanic population are early digital adopters, meaning your brand needs to be ahead of the curve when targeting this population.
You will learn:
-Why you should localize your marketing campaigns
-The media mix the Hispanic population is responding to
- How to assemble a strategy for and manage a multilingual campaign
Marketing to Hispanic shoppers is rapidly changing. This deck outlines key trends for reaching the Hispanic shopper on mobile and social, as well as key demographic insights.
Vdopia multicultural mobile marketing report 2013 salomon dayan
Vdopia, Inc.(mobile video and rich media advertising platform), announced the second installment in the Vdopia Mobile Insights (VMI) Series – VMI Multicultural Marketing Report. Focusing on African Americans and Hispanics 2013, the report takes an in-depth look at the mobile advertising ecosystem, including data related to mobile advertising trends, habits, spending power and more.
Connecting with Latinos: Multicultural, Millennial & Mobile Melinda Gipson
Joe Camacho, CMO of Sabio Mobile, keynoted Campaign Technology East with an overview of how to reach Latino / Hispanic Voters in your next digital campaign.
Marketing to Hispanic shoppers is rapidly changing. This deck outlines key trends for reaching the Hispanic shopper on mobile and social, as well as key demographic insights.
Vdopia multicultural mobile marketing report 2013 salomon dayan
Vdopia, Inc.(mobile video and rich media advertising platform), announced the second installment in the Vdopia Mobile Insights (VMI) Series – VMI Multicultural Marketing Report. Focusing on African Americans and Hispanics 2013, the report takes an in-depth look at the mobile advertising ecosystem, including data related to mobile advertising trends, habits, spending power and more.
Connecting with Latinos: Multicultural, Millennial & Mobile Melinda Gipson
Joe Camacho, CMO of Sabio Mobile, keynoted Campaign Technology East with an overview of how to reach Latino / Hispanic Voters in your next digital campaign.
Our Report explores the impact of culture on the Millennial consumption of media, technology, and entertainment - how Social media heavily influences entertainment consumption, how new technology & wearables are making inroads. etc.
The Hispanic Millennial Project Wave 5: Media, Entertainment & Technology - A...ThinkNow
Our detailed report explores the impact of Asian culture on the Millennial consumption of media, technology, and entertainment.
Some of the topics covered are:
# How social media heavily influences entertainment consumption
# How new technology & wearables are making inroads
# What is the key to pay TV services
Hispanic marketing is delivering culturally relevant communications to a specific target audience. BARD has put together some key insights based on marketing trends to help you out when building a marketing campaign to Hispanics.
This presentation was given by Environics Research Group (www.environics.ca) Environics Analytics (www.environicsanalytics.ca) and Maple Diversity (www.maplediversity.ca) at the Direct Marketing Breakfast Seminar August 2013
Sensis Hispanic Millennial Project Atlanta PresentationSensis
The Hispanic Millennial Project is an ambitious two-year research study of Hispanic Millennials and how they differ from non-Hispanic Millennials and Hispanics of other age groups. To date, we have released two volumes of findings from the study. These volumes cover a wide range of topics including Hispanic attitudes towards their Health and Healthcare, beliefs in the American dream, and their definitions of success.
In recognition of this vital and groundbreaking research, Sensis hosted an event in Atlanta, GA to discuss these first waves of results from our research.
Hispanic Millennial Project - Wave 1 Research PreviewSensis
The Hispanic Millennial Project is an innovative research initiative focused on U.S. Hispanic millennials. Our research looks at Hispanic millennials in comparison to non- Hispanic millennials as well as their older Hispanic (35+) counterparts. The Hispanic Millennial Project will tackle segmentation, points of tension, healthcare behavior, digital motivations and introduce new ways to think about Hispanic millennials that will be compelling to every brand, marketer.
The Hispanic Millennial Project is a joint research study developed by cross-cultural advertising agency Sensis and leading market research firm ThinkNow Research.
"Portrait of the New America" covers the attitudes, behaviors and perspectives on life in the U.S., organized around seven themes.
Its to understand what drives the nation’s 80 million Hispanics, African Americans and Asian Americans
Portrait Background
Communications & Culture
Connectivity & Culture
Conversation & Culture
Community & Culture
Pride Factor Analysis
It’s a Small World
Youtube starlets 19 yr old Mimi Dávila and Laura Di Lorenzo, aka The Chonga Girls, are talented and witty writers, actresses and comedians that are highlighting and spearheading a burgeoning Hispanic-American cultural movement. They target the fastest growing demo in the nation, 2nd generation english speaking Hispanic-American teens and tweens.
On the Rise: The Growing Influence of the Hispanic ShopperAlcance Media Group
The Hispanic market is a bright spot in the U.S. grocery shopping landscape. The fastest growing ethnic segment in the U.S. has massive buying power and broad influence that extends well beyond its own ethnic group.
Hispanic Shopper Insights - POPAI University on the Web Jan. 2009Mercury Mambo
This presentation provides a broad overview of the U.S. Hispanic market, trends, insights and observations as they pertain to Hispanic Shopper Marketing behaviors. This presentation was given as part of POPAI University on the Web seminar series. January 2009.
An in-depth look of how online shopping habits have changed from this year to last across Hispanic, African-American, Asian, and non-Hispanic white consumers.
The report covers the following topics:
1. Find out the frequency of buying something online & in-person
2. Devices used when buying products online
3. Product categories bought online
And much more...
Our Report explores the impact of culture on the Millennial consumption of media, technology, and entertainment - how Social media heavily influences entertainment consumption, how new technology & wearables are making inroads. etc.
The Hispanic Millennial Project Wave 5: Media, Entertainment & Technology - A...ThinkNow
Our detailed report explores the impact of Asian culture on the Millennial consumption of media, technology, and entertainment.
Some of the topics covered are:
# How social media heavily influences entertainment consumption
# How new technology & wearables are making inroads
# What is the key to pay TV services
Hispanic marketing is delivering culturally relevant communications to a specific target audience. BARD has put together some key insights based on marketing trends to help you out when building a marketing campaign to Hispanics.
This presentation was given by Environics Research Group (www.environics.ca) Environics Analytics (www.environicsanalytics.ca) and Maple Diversity (www.maplediversity.ca) at the Direct Marketing Breakfast Seminar August 2013
Sensis Hispanic Millennial Project Atlanta PresentationSensis
The Hispanic Millennial Project is an ambitious two-year research study of Hispanic Millennials and how they differ from non-Hispanic Millennials and Hispanics of other age groups. To date, we have released two volumes of findings from the study. These volumes cover a wide range of topics including Hispanic attitudes towards their Health and Healthcare, beliefs in the American dream, and their definitions of success.
In recognition of this vital and groundbreaking research, Sensis hosted an event in Atlanta, GA to discuss these first waves of results from our research.
Hispanic Millennial Project - Wave 1 Research PreviewSensis
The Hispanic Millennial Project is an innovative research initiative focused on U.S. Hispanic millennials. Our research looks at Hispanic millennials in comparison to non- Hispanic millennials as well as their older Hispanic (35+) counterparts. The Hispanic Millennial Project will tackle segmentation, points of tension, healthcare behavior, digital motivations and introduce new ways to think about Hispanic millennials that will be compelling to every brand, marketer.
The Hispanic Millennial Project is a joint research study developed by cross-cultural advertising agency Sensis and leading market research firm ThinkNow Research.
"Portrait of the New America" covers the attitudes, behaviors and perspectives on life in the U.S., organized around seven themes.
Its to understand what drives the nation’s 80 million Hispanics, African Americans and Asian Americans
Portrait Background
Communications & Culture
Connectivity & Culture
Conversation & Culture
Community & Culture
Pride Factor Analysis
It’s a Small World
Youtube starlets 19 yr old Mimi Dávila and Laura Di Lorenzo, aka The Chonga Girls, are talented and witty writers, actresses and comedians that are highlighting and spearheading a burgeoning Hispanic-American cultural movement. They target the fastest growing demo in the nation, 2nd generation english speaking Hispanic-American teens and tweens.
On the Rise: The Growing Influence of the Hispanic ShopperAlcance Media Group
The Hispanic market is a bright spot in the U.S. grocery shopping landscape. The fastest growing ethnic segment in the U.S. has massive buying power and broad influence that extends well beyond its own ethnic group.
Hispanic Shopper Insights - POPAI University on the Web Jan. 2009Mercury Mambo
This presentation provides a broad overview of the U.S. Hispanic market, trends, insights and observations as they pertain to Hispanic Shopper Marketing behaviors. This presentation was given as part of POPAI University on the Web seminar series. January 2009.
An in-depth look of how online shopping habits have changed from this year to last across Hispanic, African-American, Asian, and non-Hispanic white consumers.
The report covers the following topics:
1. Find out the frequency of buying something online & in-person
2. Devices used when buying products online
3. Product categories bought online
And much more...
LinkedIn for Freelance Translators and Interpreters Alba Sort
Presentation deck for the seminar LinkedIn for Linguists: How to Leverage the World's Largest Professional Network, which took place at Language Show Scotland, Glasgow, 10 March 2017. The learnings can be applied to any professional freelancers working in B2B who want to grow their network and find potential clients on LinkedIn.
Unlocking the power of digital marketing for InterpretersMartina Eco
The slides to the presentation given during the "Digital marketing for Interpreters" organised by the Chartered Institute of Linguists on April 22nd, 2017 in London, UK.
Software Localization: What You Need to Know to Effectively Go GlobalLionbridge
[Webinar] The global software market is valued at almost half a trillion dollars and growing across all sectors. To stand out in this thriving market, now is the time to increase your global reach by localizing your software. But there’s more to it than simply end-build text translation. Providing value to every user means considering all the smaller, but critical, details—some of which can be a challenge to navigate.
Personal Branding for Freelance Translators and InterpretersMartina Eco
Slides for the presentation delivered at the London Language Show on 14 October 2017, focussing on personal branding for freelance translators and interpreters.
Women in Localization 2017 "Be Bold for Change" Award WinnersLionbridge
Lionbridge is proud to support Women in Localization and announce the winners of the 2017 "Be Bold for Change" award.
Learn more at: http://content.lionbridge.com/women-localization-8-inspirational-leaders-storming-ahead-bold-change/
Growing your Global Brand: Lionbridge WebinarLionbridge
Today, 84% of people are more inclined to make a purchase when the information is presented in their native language. To be successful globally, you must prioritize your digital strategy and consider language and cultural nuances.
How do you manage your marketing strategy, content, and execution on a global scale? Join our webinar, to learn:
• How to deliver an engaging digital experience through a content-focused approach
• Differences in buyer’s journeys and preferences around the world
• The framework you need to roll out your digital strategy globally
Learn how to manage the translation and localization of your global product information for local markets, ensuring a faster time-to-market as well as an increased brand loyalty and awareness.
Hispanic Millennial Project - Opinions on Food & BeveragesThinkNow
What are Hispanic & other Millennials' retail behavior with Food, Beverage & Alcohol?
Discover how they feel about craft, artisanal, and established brands,Learn exactly what influences their food choices,Find out how often they consume specific beverages.
Is one of your business goals to reach the Latino consumer? Last October, I was asked to speak at the BBB Networking Luncheon on this topic. This presentation covers consumer insights as well as quick actionable tactics you can implement today to reach this profitable segment.
There are 50.5 million Latinos in the US today and that number is rapidly growing. Latino social media and mobile usage surpass the usage of Caucasians, African-American, and Asians. They are technologically and social media savvy, and most importantly, they are big spenders in this category. This presentation discusses the growth of Latinos as a population in the US and the trends in their adoption of social media and mobile technologies.
ThinkNow Research - Hispanic Millennial Project... They're not what you think!ThinkNow
ThinkNow Research is proud to be the co-sponsor (along with Sensis) of a new ground-breaking initiative – the Hispanic Millennial Project – that delves into the lifestyle, beliefs and behaviors of 18-34 year old U.S. Hispanic consumers. This unique initiative is divided into five distinct phases over the next 12 months, with this blog post exploring the findings in Phase 1. Download this study to learn more.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
The Multicultural Customer Experience: Localizing Your Marketing Campaign for the Untapped Hispanic Market
1.
2. • Where do we start?
• Who are they?
• The untapped opportunity
• How to reach them?
• Customer Experience Ecosystem
• Key Takeaways
• Q&A
@RestrepoNow
4. 90% of all online business
is done in English
70% of web users are not
Native English speakers
@RestrepoNow
5. 20%
of non-native speakers even
Feel comfortable with an
English-only platform
75%
of non-native speakers
Will not buy from an English
only platform
Nearly
Only
and
@RestrepoNow
8. Not to be confused with Latin Americans
or the inhabitants of Hispanic America.
US HISPANICS
@RestrepoNow
9. More generally, it includes all persons in the United States who self-identify
as Hispanic or Latino, descendants of Spanish-speaking countries of Latin
America and the Iberian Peninsula.
LET’S
DEFINE
@RestrepoNow
11. Spain, Argentina, Cuba, Colombia, Puerto
Rico, Mexico, Dominican Republic, Costa Rica,
Guatemala, Honduras, Nicaragua, Panama, El
Salvador, Bolivia, Chile, Ecuador,
Paraguay, Peru, Uruguay, and Venezuela.
ESTIMATED 20
COUNTRIES OF ORIGIN
@RestrepoNow
12. Most Hispanic Americans
(90%+) are of Mexican,
Puerto Rican, Cuban,
Salvadorian, Dominican,
Guatemalan, or Colombian
origin.
ARE NOT ONLY
MEXICANS
US HISPANICS
@RestrepoNow
13. 56 million by 2016. It is projected to grow to 119 million by 2060
0
10
20
30
40
50
60
1960 1965 1970 1975 1980 1985 1990 1995 2000 2005 2010
THE HISPANIC POPULATION, BY NATIVITY
POPULATION ESTIMATES IN MILLIONS
U.S born Foreign born
@RestrepoNow
14. 32%
26%
20%
19%
26%
25%
25%
20%
22%
21%
25%
20%
14%
21%
21%
27%
4%
7%
8%
13%
Hispanic
Black
Asian
White
Younger than 18 Millennial adults (18-33) Gen X (34-49) Boomer (50-68) Silent/Greatest (69 and older)
NEARLY SIX-IN-TEN HISPANICS ARE MILENNIALS OR YOUNGER
PEW RESEARCH CENTER
Note: Whites, blacks and Asians include only those who are single race and not Hispanic.
Hispanics are of any race. Figures may not add to 100% due to rounding.
Source: Pew Research Center analysis of 2014 American Community Survey (IPUMS).
“The Nation’s Latino Population is Defined by its Youth”
@RestrepoNow
15. 47%
6%
27%
26%
14%
37%
9%
24%
3%
7%
Younger than 18 Millennial adults (18-33) Gen X (34-49) Boomer (50-68) Silent/Greatest (69 and older)
NEARLY THREE-QUARTERS OF U.S.-BORN HISPANICS ARE MILLENIALS OR YOUNGER
% AMONG HISPANICS
U.S. Born
Foreign Born
PEW RESEARCH CENTER
Source: Pew Research Center analysis of 2014 American Community Survey (IPUMS).
“The Nation’s Latino Population is Defined by its Youth”
@RestrepoNow
16. EVEN RELEVANT
IS SPANISH
ON THE WEB? WITH JUST ENGLISH?”
“DO WE REALLY
NEED SPANISH,
OR CAN WE GET BY
@RestrepoNow
17. Google illuminated clear U.S. Hispanic digital opportunities
across many industries by sharing the growth in Spanish
language search queries in the past year including:
• Retail +210%
• Telecom +107%
• Health +80%
• Skincare +75%
• Food +70%
• Automotive +65%
• Beauty +65%
MARKETERS,
TAKE NOTE:
@RestrepoNow
20. ACCORDING TO A RECENT NIELSEN REPORT
U.S. HISPANICS
ARE ONE OF THREE RISING GROUPS
OF SUPER CONSUMERS,
@RestrepoNow
21. WHY “SUPER”
CONSUMERS?
$1.5 trillion in buying power in 2015,
a 50% increase from 2010.
These are the kinds of numbers that should have every marketer sitting up and taking notice
@RestrepoNow
22. SEVEN ECONOMIC SECTORS BENEFITING THE MOST
FROM U.S HISPANIC GROWTH
FOOD
(grocery and restaurants)
REAL ESTATE
(residential)
TRANSPORTATION
(automotive and airline)
FINANCIAL
SERVICES
RETAIL
(especially clothing and electronics)
EDUCATION
(higher education and technical schools)
ENTERTAINMENT
AND MEDIA INDUSTRIES
@RestrepoNow
23. Digital media expenditures grew the fastest
year over year at 18.3% with marketers
investing nearly $700 million in Hispanic digital
media. Who is leading the way? Here are the
top 10 advertisers on US Hispanic websites
according to Ad Age:
1. AT&T
2. Nissan
3. Procter & Gamble
4. General Motors
5. Fiat Chrysler
6. Verizon
7. Microsoft
8. American Express
9. Toyota
10. Core Digital Media
@RestrepoNow
24. KEEP IN MIND
NOT ALL US HISPANICS
FIT THE SAME MOLD:
Two ways to understand and segment:
1. Attitude-Based
2. Life Stage
@RestrepoNow
26. THE AMERICAN
YARDSTICK
HISPANIC DOMINANT
• Predominantly speak Spanish at
home
• Most media
consumption in Spanish
• Foreign-born
• Mean age 40
• Lived in the US seven years
average
Currently, marketers tend to divide Hispanics into three different categories: Hispanic Dominant, Bicultural and US Dominant. Offline, the
sizing of these groups is reversed, with Hispanic Dominants representing 52% of the segment, Biculturals 19% and US Dominants 28%
BICULTURALS
• Speak both languages at
home
• Most media consumption
in English
• Foreign and US-born
• Mean age 34
• Lived in the US 22 years
average
US DOMINANT
• Speak English at home
• Most Media consumption
in English
• US-born
• Mean age 37
• Lived in the US 36 years
average
23% 31% 46%
@RestrepoNow
28. A DIFFERENT
MEASURE
YOUNG AND FREE 30%
No kids
Average 26 YO
Single
YOUNG FAMILY 17%
2 Kids (0-11)
Average 33 YO
Married
MATURE FAMILY 23%
2 Kids (12-17)
Average 40 YO
Married
PRIME OF LIFE 18%
No Kids
Average 41 YO
Married
EMPTY NESTER 13%
Kids 18+
Average 57 YO
Married
Segmentation by life stage provided another way to understand the values and interests of Hispanics, based on their
preferences and behaviors, which are not necessarily unique to their cultural background or acculturation level.
@RestrepoNow
29. HISPANICS LOVE AND TRUST
THE INTERNET
Hispanics are more enthusiastic about the benefits of
the internet than the General Market – so much so that
they have more confidence in online product ratings
than the opinions of their friends.
72%Product
Rating Sites
28%
Friends’
Opinions
@RestrepoNow
30. YOUNG HISPANICS
LOG ON MOST
Online Hispanics are younger than their offline counterparts, who are also
more likely to be empty nesters.
77%
66%
56% 60%
33%
23%
34%
44% 40%
67%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Young and Free Young Family Mature Family Primer of Life Empty Nesters
ONLINE OFFLINE
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31. THEIR PURCHASE PROCESS
THE INTERNET INFORMS
Hispanic consumers view the internet as a very important information source in the purchase decision-making
process. They look to the internet to learn about products, brands, features, stores and pricing.
70%
75%
80%
85%
90%
95%
Start learning
process
Learn about
brands
Learn about
features
Get advice on
what to buy
Where to buy Compare prices Make final
decision
Hispanic General Market
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32. HEAVY RELIANCE
ON MOBILE DEVICES
Hispanics are much more likely to get
online using a mobile device. Hispanic
mobile phone owners are more likely
than Anglo mobile phone owners to
access the Internet — 40 percent vs.
34 percent — from their phones
according to the Pew Hispanic Center.
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34. CATCHING
THE VIRAL BUG
Power users are also highly influential in their communities, spreading the word about deals (91%) or
the latest entertainment news (87%). They are content creators and use the web to broadcast their
point of view, while mainstream Hispanics are more traditional in how they communicate with others.
79%
38%
64%
52%
68%
28%
Via email
Over the phone/ in-person
IM to friends / family
Write a blog
Social networking site
Write a review on a review site
POWER USER
91%
55%
51%
21%
55%
6%
MAINSTREAM HISPANICS
35. FIRST RULE…
FOR US WEBSITES ENG/ESP option
should be AND not OR.
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37. A NEW
PERSPECTIVE
THE IMPORTANCE OF LIFE STAGES
3.20%
28.40% 34.40%
43.10%
18.80%
96.80%
71.60% 65.60%
56.90%
81.20%
Young and Free Young Family Mature Family Prime of Life Empty Nesters
Spanish English
If we look at the language preference for websites by life stage. English marketing messages are favored by virtually all of the
youngest Hispanics and most of the other market segments. This has important implications for marketers, who should always
take into consideration their target segment’s needs and passions before determining the appropriate language/media mix.
Marketers should always take their target audience’s life stage into account before
determining the language/media mix.
38. MEDIA CONSUMPTION BY SEGMENTS
ONLINE HISPANICS PREFER ENGLISH LANGUAGE ONLINE MEDIA
Most Hispanics consume online media in English – even Hispanic Dominants. This reflects the greater
availability of English language sites. This is not unexpected, as 27.6% of web content is created in
English, with Chinese second at 22.1% and Spanish a distant third at 7.9%
14.36
12.42
20
9.3
2.5 3
Hispanic dominant Bicultural US dominant
Hours Online in English Hours Online in Spanish
39. A TIE BETWEEN
TONGUES
ONLINE HISPANICS SEEK OUT THE
BEST EXPERIENCE
0
15
30
45
60
0 15 30 45 60
Keep Up with Home
Country News
Entertainment News
Follow Passions &
Hobbies
Keep Up with US
News
Financial Information
Research Purchases
The chart shows the language patterns among consumers who prefer Spanish. Clearly, they will consume similar
types of content in both languages. This suggests that Online Hispanics are not opting for one language over the
other. Rather, they’re looking for the best online experience regardless of language.
% Consume content in
English multiple times per
week
% Consume content in
Spanish multiple times
per week
40. QUALITY MATTERS
HISPANICS DISTRUSTFUL OF SPANISH LANGUAGE SITES
One of the reasons why so many Hispanics prefer
English content is their mistrust of sites in Spanish,
which often are little more than literal translations of
English content. Only 3% of respondents found Spanish
language sites more trustworthy and useful than those in
English, leaving an important percentage of the Hispanic
segment feeling undeserved.
3.1%I trust the Spanish site more
Spanish site has more useful information 2.8%
42. CAN YOU SAY IT
IN ENGLISH?
In general, Hispanics recognize the disparity between the availability of English and Spanish language content.
They perceive English sites as more comprehensive, detailed and useful than Spanish-language counterparts.
This belief is prevalent across all levels of acculturation and life stages.
25.30%
23.10%
21.10%
17.90%
8.80%
Can't do all the same things on Spanish site
The English site is better / more comprehensive
English site has more detail than the Spanish Site
English site has more useful information
English site has better deals than the Spanish
43. WHEN SPANISH
IS PREFERRED…
DO IT WELL
Those who prefer Spanish marketing find that tailored content makes them feel closer to home.
They also favor a meaningful transcreation over a literal translation of an English site.
51.9
24
44
47
75
56
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
It's more important than just straight translation
It takes into account my ties to home country
It reflects my experience in the US
It Matters Very Important
44. APPEARANCE
COUNTS
BE RESPECTFUL WITH CREATIVE
EXECUTIONS, IMAGES
40.80%
57%
For those who prefer Spanish Marketing
For those who prefer English marketing
Media representation issues become more important for more acculturated and younger Hispanics.
Imagery should be carefully selected to provide positive identification with culture without
stereotyping.
45. SUMMARY
UP TO NOW
1HISPANICS ARE INFLUENCING THE MAINSTEAM
Online Hispanics have proven to be tech-savvy media
trendsetters.
2LIFE STAGE IS KEY
Your language/media mix should be based on the life
stage of your consumer.
3TAILOR YOUR MESSAGE TO THEIR EXPERIENCE
Hispanics prefer messaging that takes into account their
backgrounds and experiences.
46. WHAT IS
CUSTOMER EXPERIENCE?
• Customer Experience: It’s about giving consumers a consistent, well-branded
omni-channel experience.
– Branding, look, feel, and voice should be the same from social media, to
websites, to apps… all this should happen as a consequence of thorough
research and understanding.
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50. Listening
+ Analytics
Engagement
Publishing
Content Creation
Measure & Optimize
What is your audience saying about
your brand? What do they care
about? Influencers?
Stats? Where to focus?
Publish your content on the right
platform, at the right time, in the right
language and re-engage your audience
Create insightful, global, yet
locally relevant content
Build engagement based on real
Global insights, User Generated
Content and Storytelling
DIGITAL ECOSYSTEM
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52. • Prioritize the following:
– Web pages
– Mobile
– SEO
– Paid Media
– Social media
– Content
DESIGN YOUR
MEDIA MIX
WHAT WOULD A MEDIA
MIX LOOK LIKE FOR THIS
POPULATION?
53. SEO
• Spanish language searches are on the
rise – increasing from about 65% to
200% across key categories such as
auto, food, beauty, etc.
• Do your research – find out what
keywords are important to your
community
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55. Create relevant online content for the
U.S. Hispanics; topics they care about
or that are unique to them. Appeal to
their cultural sensibilities like food,
traditions, holidays and family.
Sports Bilingual | 2515 likes |
46 shares | 28 comments
PRODUCT FEATURES
RELEVANT TOPICS
AND
1
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56. Reflect the Hispanic culture in a
tasteful and identifiable way. Users
relate and identify with people who
talk and seem “just like them”.
VISUALS
2
57. While not as important as culture,
language does matter. For some U.S.
Hispanics consumers, Spanish and
bilingual content online are still signals
that you want to engage with them.
Localize culturally relevant content.
LANGUAGE
3
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58. U.S. Hispanics value culturally
appealing entertainment. Consider
including Hispanic music and video
content.
Evoke to emotions by sharing
anecdotes and Hispanic stories.
ENTERTAINMENT
4
59. U.S. Hispanics want to hear from
people like them, whether it’s a
celebrity, a YouTube profile or
another influencer online.
INFLUENCERS /
TESTIMONIALS4
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60. KEY TAKEAWAYS
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- Understand the fundamentals. English rules the web, but there's
opportunity in LAS (Latin American Spanish).
- Not all US Hispanics are the same, not all are Mexicans, not all in the
same stage, not all with the same attitude.
- Mobile is a priority.
- If you're going to use Spanish make sure your content is useful and
relevant! Build trust in Spanish.
- Translation is not equal to transcreation.
- Start by listening to your audience and start the transformation of
your digital ecosystem piece by piece. Prioritize!
- For US website and content strategies ENG/ESP
should be AND not OR.
61. 20 YEARS
Of expertise in
language
Forbes Most
TRUSTWORTHY
Company
#1 LANGUAGE
SERVICE PROVIDER
By Common Sense Advisory
One Global
LEAN SIX SIGMA
Methodology
250+
Languages
#1 GLOBALIZATION COMPANY