The Hispanic population is developing exponentially, and so is their buying power. The most recent U.S. Census Bureau estimates the total U.S. Hispanic population at 42.7 million, putting them as the biggest minority group in the country.
They’re also the fastest-growing: From 2004 to 2005, the Hispanic community grew by 3.3 percent. By 2050, Hispanics are anticipated to reach 102.6 million and will hold 24 percent of the nation’s total population.
Big corporations are catching on to the concept. But marketing to Hispanic consumers can be a chancy move. Not only do you risk insulting the very group you’re trying to reach, but you also risk offending folks you aren’t even targeting.
Recent studies suggest that not only are Hispanics fit to accept the lead role when it comes to brand approval, but Hispanic marketers appreciate the finer nuances of the general market and the bicultural and different Hispanic market. The general marketplace understands cohesions and differences, as well as the fact that Hispanics didn’t come to the U.S. to integrate into the U.S. culture, they arrived with a goal to attain success in America.
Latinos will pick which brands to give their money to base on a brand’s ability to successfully communicate with them.
Here are four do’s you don’t want to forget when it comes to earning your way into the Hispanic community.
- Know your market. You don’t automatically have to be Hispanic to market to the Hispanic community.
- Understand cultural nuances. What’s okay for one Latino could be bad for another.
- Be genuine.
- Follow up. It’s imperative to follow up after planting the original seed in your operation.
These four tips will get your brand in the door with the Hispanic community, but you still have another step before you actually win them over. Once the campaign goes well, who will be on the other end waiting to receive these new customers?
Here are three mistakes that most business make after achieving success.
1) Your website might have a Spanish language landing page, but when the buyer goes to purchase, the commerce engine of the site is in English… this gives a very disingenuous impression.
2) The shopper calls in to take advantage of the deal they heard on the radio, but the customer service rep doesn’t speak Spanish, or the customer is exposed to some clunky translator on the phone that ruins the whole experience.
3) The buyer goes to the store to buy the advertised product but the store’s staff doesn’t speak Spanish.
The super huge commercial achievements of “Modern Family,” and music artists such as Pitbull, Jennifer Lopez among others has shown that Hispanic audiences and consumers demand more attentiveness, and corporations are paying attention.
In Spanish and English, social and digital media is starting to accommodate to Latino viewers, hoping to snatch some of the unbelievable wealth that the Hispanic community has to offer.
2015 brought a lot of talk about beacons, but few know what they are or what they do. But chances are, you have already experienced beacon marketing.
In a nutshell, a beacon triggered marketing is, in essence, a more accurate method of proximity marketing. Conversely, unlike traditional proximity marketing strategies, which get a device’s location from GPS or WiFi, beacon generated marketing works by looking for the Bluetooth signal from a beacon positioned within the store.
Much of the focus on beacons has been on the fundamental hardware and technology of it. More than 50 vendors such as Dunkin Donuts, have developed battery-friendly broadcasting devices that give stores an overabundance of options for Bluetooth-powered beacons.
With so much attention on the hardware, it’s easy to miss the fact that beacons themselves are just rudimentary transmitters that beam position data to Bluetooth-enabled mobile phones.
The key to beacon marketing is that they can trigger the delivery of hyper-targeted mobile content through a smartphone app at a specific time and location. Since smartphone browsers cannot recognize beacon signals, mobile apps are an essential component of any beacon marketing campaign.
Bringing The Marketing Budgets
As the digital marketing footprint of successfully deployed beacon campaigns in retail stores expands and a scaled audience of beacon-enabled apps is proven, more global brand advertisers will enter the beacon marketing ecosystem in a major way.
Stores will invite their most important business partners to join in their in-store digital and mobile marketing programs. These partners will be expected to contribute relevant and appealing content that improves the shopping experience.
By limiting access to beacons and the spectators that they reach with beacon-triggered marketing messages in their stores, merchants will become the hub of a burgeoning proximity-based marketing ecosystem.
For brands, being included in this marketing channel offers opportunities to deliver extremely engaging mobile experiences at the precise locations where their goods are being sold. With them, they’ll bring consumer marketing budgets and resources to develop captivating content.
As technology continues to expand, it’s important for business owners big and small to incorporate these progressions into their digital marketing plan. Doing so helps companies to reach their target demographic with relevant content and ads.
Following a 2012 Nielsen report, the Hispanic community is the fastest growing ethnic segment anticipated to grow 167 percent from 2010 to 2050, equated to 42 percent for the total population.
The study also states that the Hispanics community will be the dominant and in numerous cases the only driver of domestic CPG sales development.
It is safe to say that Hispanics are emerging as a driving force of economic influence, offering marketers an increasingly influential buyers group that can translate into revenue impact. The key is to recognize that today’s Latino is ‘ambicultural’ with the capability to seamlessly pivot between English and Spanish and to encirclement two distinct cultures. Understanding how to connect with this distinctive consumer profile will be key to fruitful engagement.
Most companies continue to approach Hispanic marketing as either an outreach of general business or an addition of a brand specific strategy. Worse still, is that marketing targeted the Hispanic market is unusually limited, an absurdity given the cultured market sizing and economic analysis performed by major U.S. corporations to grow major brands.
The biggest issue with all of this is that businesses fail to distinguish the critical significance of the Hispanic market to the overall top and bottom lines.
Companies believe they can test and only incrementally invest in this idea, but they’re misguided because, for most businesses out there, it is the bulk of their growth into the foreseeable future.
Another Hispanic tactic that is a must; a hyperactive local strategies will be essential. This is because Hispanic exchanges with brands and channels are massively different by age, market and income. Understanding these modifications results in very different market sizing, calculated approaches, and for consumer goods, very different routes to market and channel tactics.(Hyper local really just means engaging folks or groups where they live or shop, and connecting buyers with an experience.)
Everyone on staff needs to understand the importance of the Hispanic market and figure out how to capture that huge opportunity.
It’s the marketing team’s responsibility to hire someone who has the skills necessary to get the message out the right way and the ability to learn about the Hispanic buying persona.
Perhaps the most obvious area where companies fail to invest enough is in talent is Hispanic marketing. If you are ready to change that today let’s plan the attack!
Most businesses use social media to create solid brand awareness. To be exact, Forbes lists “brand recognition” as the top advantage of social media marketing.
The top 3 goals of digital and social media marketing this year will be increasing brand awareness, website traffic, and reach are reportedly the bottom line business goals of generating leads and driving revenue for top companies.
The biggest challenges for companies suggest that they are not getting the desired results. In fact, most business owners will tell you that measuring ROI is their greatest challenge. The hardest part for most of these owners is trying to make sense of it all.
The leading challenge arises because the understanding between brand awareness and bottom-line results is often secondary, with no clear line in marketing or sales funnel.
Because the value of your social presence can be ambiguous, define your value of social media ‘ROI’ specific to your company and industry. What does this look like?
It could be a Twitter follower clicking through to your website to download an eBook.
It could be a special landing page your company only uses for Facebook to gather email addresses
The information can be mapped to long-term social media marketing success, and each click could be given a theoretical dollar amount. If analytics show:
1 in 500 click-through rate from Twitter amounts to a whitepaper download
1 in 10 whitepaper downloads leads to $1,000 in sales inside of a quarter
Twitter clicks can be assessed as worth 20 cents
These types of custom conversion values depend on your company’s community size, service costs, and expenditures used in marketing, but will help to give you an idea of cash value and ROI for your social marketing effects.
Even though many augmented reality apps are aimed at entertainment or personal purposes, the technology provides plenty of prospects for businesses.
Eye wear for trade and other commercial Industries
Google may be the one who is getting all of the glory, but you better believe that it is not the only company in the eyewear business. The Vuzix M2000AR is a product that shows content from a connected device over a video stream of real-world content, which could be seamless for managers or personnel who need to access technical information or repair techniques while in the field.
In recent times, IBM debuted a retail-focused smartphone app entitled the Augmented Reality Shopping Assistant. For all intents and purposes, the app will scan retail shelves at stores and provide data to show what products are to be found where, as well as link to added pricing or health info. This is one of those got-to-have apps that smartphone users will embrace quickly.
There are also other apps with potential for large-scale usage. Some allow you to promote events, deals, discounts and other promotional offers at neighboring businesses.
Imagine QR codes on steroids or in makeup. A company called Layar links the print and digital worlds by altering print to digital content in real time. Placing this app over AR-enabled print advertisements can trigger live video content or associated materials or applications, for instance; an online shopping cart.
A real life example would be Ikea. Who launched a prosperous AR-enabled print ad which allowed users to view the furniture in Ikea’s catalog as it came to life, permitting the user to view the furniture in 3D.
Augmented reality for guidelines, training or instructions
The time for explaining a once-tedious process of providing directions for customers or clients is almost history. , Mitsubishi has an augmented reality app that demonstrate to customers how to install or repair its heating and air-conditioning merchandise. Consumers will no longer need to flip through drawn-out instruction manuals when trying to make a fast repair.
There is one final thought that I want to leave you with about the future of augmented reality. Insiders believe Apple could be making a move on its own augmented reality technology. Keep your eyes open for Metaio and PrimeSense.
Social media marketing has become a progressively important part of overall digital marketing strategies for companies big and small. If you want to find out how well businesses were mixing social into their digital marketing campaigns and whether or not those energies are landing with customers on social media. Look no further.
Social media marketing usually contains little to no expense to get started. It is also imaginable to grow brand awareness using the rudimentary tools of social media. Because of this, businesses that do not have large marketing budgets can take full advantage of the many benefits that come with social media marketing.
Even though larger companies are better able to employ digital marketing techniques that rely heavily on systematic methods of advertising, traditional marketing and generating leads, companies are not always financially ready to part with these types of expensive marketing processes.
Even if it is possible to buy advertising on most of the social media networks, this decision is not always a good one for smaller companies that do not have a big budget. This is why it is decent for small businesses to exploit all of the free digital marketing and social media tools available across the web.
Every social media channel generally has several forms of networking options.
Thus, it is conceivable for many messages to be sent to a huge number of people in the least amount of time in an assortment of ways. When all of these different forms of communication are well-thought-out together, the quantity of opportunities becomes enormous. Furthermore, more options will become available as tech continues to grow.
It is also possible to obtain many leads with the right social media marketing. These leads can frequently be qualified as soon as they are received, dependent on the search engine of the social media network and how it is used.
Data from some recent LinkedIn research showed, 81% of small businesses use social media in some way.
A remarkable stat without a doubt, but it also means there’s still a momentous number of businesses not taking advantage of social media marketing for their digital marketing campaigns. That’s staggering when you contemplate the following:
- 74% of online users use social media networking sites.
- Social media marketing is 57% of company’s sales funnel.
- 81% of customers research online before making big acquisitions.
Oh and here is a bonus; three in five businesses say they’ve acquired new consumers by using social media marketing.
With all of that potential for success, there’s no reason to be watching from the sidelines. We’ll cover everything you need to get up and running, and how to sustain your online presence once it has been established.
It can be rough keeping up with the fast pace changes in technology, digital and social media marketing. As new tools, methods and tactics continue to pop up daily, what is your company going to do to keep up?
We’ve got four methods that are emerging in digital and will help boost your marketing campaign.
This is a form of digital marketing technology that allows you to display your ads to quality prospects across all of the web after users have visited your website. This relies on cookies (internet term), as anyone who visits your site is “tagged” and will be shown your ads when they leave your website.
Why is this significant? If you are running paid advertising, it makes since to leverage retargeting. Because your ads will be exposed to people who have already visited your website, ads will be more effective at reaching the prospects that is already aware of your business, services or brand.
Staff that use their own social media presence to positively discuss and promote your company are engaging in employee advocacy.
Why is this significant? Workers are the face of your business. By allowing them to willingly discuss what they think about what they do there, how their job is done, why they work there, makes companies look more humanized and become more relatable.
This is a marketing approach that requires a business to learn the personal traits, enthusiasms and likings of their buyer, and then deliver content that is tailored to match.
Why is this significant? Customers will be more willing to engage with your business if they feel that brand matches their principles. By personalizing your strategy and content, your campaigns can foster amplified loyalty among your audience.
Now this one goes beyond demographics and enables corporations to know their consumers on a more personal, substantial level. Some of the intelligence that businesses are tapping into nowadays includes mutual pain points, favorite brands and favored topics of conversation.
Why is this significant? In order for companies to truly connect with their buyers, they must know who that audience is. Social intelligence takes “big data,” and helps companies better understand their audience.
It has been a huge year for commerce and digital marketing. Snapchat has continued to increase in popularity while Facebook has launched a buy button for Shopify merchants.
It’s a good idea to keep these new trends in mind when planning your marketing budget for the coming year or maneuvering new projects and events. You can play it safe and assume things will stay the same, or be responsive enough to lean into big waves like virtual reality or Snapchat. Having the bravery to venture into the unknown will assure your business sustained success, as it changes with the times instead of after it.
The rise of Oculus Rift: The In-Your-Face Marketing Experience
As Oculus Rift gears up to ship out in Q1 of 2016, it’s not farfetched to believe that there will be a whole lot of marketing abilities available to the platform right away. As the product scales and we see greater rates of user acceptance, Oculus will certainly have a huge impact on the way that companies engage consumers.
One of the main keys to marketing to Millennials is personalization.
With the ability to tell 360-degree stories, businesses will be able to leverage the Oculus’ key demographic like it never has before. (At the start of this year, Adweek stated that Elle Magazine was preparing to live stream a fashion show by using Oculus Rift.)
We are talking about going into environments that the consumer has never had access to before. This same concept could take a user to a tiki hut by the gentle waters of Polynesia or sit them courtside at a boxing match.
What does Oculus Rift mean for the way users buy?
As the public comes to expect full immersion out of the digital marketing campaigns that they participate with, businesses who don’t offer a virtual experience for prospective consumers, such as retail or travel, could see a large drop in sales. We’ll see where VR takes us in 2016. Adoption could be swift or slow, but we’ll see some shift in digital marketing ideology.
IoT User Adoption and Information
According to an article by Adobe, wearable tech will see a large user adoption rate of 28 percent by 2016. There’s going to be a whole lot more information, facts, and stats for marketers and companies to mine.
Businesses and marketers already rely on the intuitiveness and efficiency of Facebook and Google ads, which can target users by their location, age and actions on the Internet.
What if digital ads could soon have the ability target users by their day-to-day habits?
With the Internet of Things coming, it’s moving faster than most folks realize. It’s only a matter of time before big data sources get considerably bigger.
Will we see the first advertisements native to wearable technology in 2016?
And if so, how will it affect the way that regular customers make their way through a normal buying cycle? One thing you can bet on is; from now on, we’ll see “the internet of things” become a bigger digital marketing tool that businesses can use to engage with customers.
Encourage Member Interaction: The most successful social networking campaigns and efforts involve the audience.
Quickly scale: Social networks are designed for information to quickly move from member to member, so campaigns that lean on these capabilities perform the best. These attributes known as Velocity, Viralness, and Spread are key.
Utilize Media: In some campaigns, the best way to get members to return is to offer them media. Depending on demographics and community needs, this could be audio, videos, or demos
Foster self-expression or communication: Members in social networks like to communicate with each other, or self-express. As a result, campaigns should satisfy these needs with the appropriate tools
Offer a satisfying User Experience: This encompasses the overall experience of the campaign, the content and navigation items should be where expected, the language familiar to the audience, and overall look and feel of the site appeasing.
Provide longer term utility: Successful campaigns have a longer term value, rather than a short term ‘disposble campaign”. These campaigns add value by being a useful application to the members, rather than just quick dose of entertainment.
Enhance Value as Community participants: As more people contribute or interact with the campaign, the value is increased. This can be in the form of content that is created by the community, contests, voting, or games.
Integration with other marketing activities: Successful marketing campaigns aren’t single channel, in fact they utilizie multiple channels and mediums to enhance the overall activity. The same thing applies to marketing campaigns on social networks, those that are promoted from other locations such as (corporate websites, email newsletter, blogs, podcasts) outside fo the social network have a great chance for success.
Company Participation: In some cases, companies that participate in the discussions or conversations will yield to a more successful marketing campaign. Activities can range from recognition, company interaction, or attention to members perhaps from a community manager
While we don’t have a magic deck of cards, we believe the following three items will have a major impact on social media marketing in 2016:
War for organic visibility.
As the return on investment in social media marketing becomes more reputable and social marketing itself becomes more available for a wider range of businesses, there will be a bigger level of competition for organic distinguishability. Already, Facebook is forcing businesses to buy advertising by making organic reach harder and harder, and as more businesses emerge in the market, that throttle will only grow, and among other social media channels.
The cost of social media advertising is set to rise over the course of the next year.
Buy buttons will take over social media.
Facebook and Pinterest are only two of the platforms that garnished attention this year by introducing new “buy” features for their businesses and users. Mobile handlers who see a product they like in a sponsored post can now purchase it, without ever having to leave the app. Instagram won’t be far behind on the trend either.
Consumer privacy concerns will hit an all-time high.
After a year of high-profile security breaches like Ashley Madison, user anxieties over privacy are going to skyrocket. Snapchat’s fiery popularity is, in part, because users demand for a more private, secure way of communication and engagement.
Facebook is announcing more privacy awareness tools for its users in the coming months, and it’s wise to do so, because as pressure continues to rise, only the social platforms that offer a degree of privacy and security will remain in the game.
Learn more about the basics of social media by taking a look at our infograph below: