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Audio post reblogged from dnny
Austra
Lose it
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Post reblogged from Things Real People Don't Say About Advertising
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Problem: Pull-Ups is looking to create a new campaign targeting bilingual Hispanic moms. Should an iPhone app consisting of product information, store finder, coupon redeemer, and a customizable Potty Dance be considered?
Internet Use
The number of Hispanics online has grown faster than the total US online population in the last eight years. Not only do they outpace One-der Mamas in almost every facet of technology, but they also outpace the general population in reported hours of daily media and technology use, identifying a total of 51 hours of total daily activities including 27 percent of each day (14 hours) spent with technology, and 26 percent (13.5 hours) spent with media (the General Market identified only eight hours a day with technology and nine hours with media). U.S. Hispanics are not only online in overwhelming numbers, but they are taking advantage of the internet’s position as a primary tool for information. Previous notions of Hispanics not having access to the internet, or being unaware of its possibilities, have been smashed. Not only are U.S. Hispanics online, but they turn to the internet for a variety of reasons.
“Las Digitalistas”
The recent Latina Shopper Study dubbed a percentage of Latinas as “Las Digitalistas.” They reported that a whopping number of Latinas, usually bilingual, actively shop online, use the internet as a planning tool, and view the Internet as a very important information source in the purchase decision-making process. In fact, they prefer the Internet to in-store shopping. They use it to plan shopping trips by accessing information on different stores, products, brands, and recommendations. Latina Shopper Study.
Online Advertising
And because there is this thirst for knowing more about the products they are interested in, hispanic moms are more receptive to online advertising because they see these ads more as information. They are more likely to click on ads. They’ll opt into e-mail newsletters. They love hearing about promotions. They’re great participators in opt-in in to get tips, coupons, and special offers. eMarketer.
Social
Online Hispanics are extremely engaged in their use of social media whether using general social networks or those with a Hispanic focus such as Batanga. They over-index in almost all categories of user-generated content and consistently outpace non-Hispanics in every aspect of engagement. Simmons.
Love and trust
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 (72%) than the opinions of their friends (28%). They also have a high regard for the internet as a medium for information and socialization. Fully one-third of all Hispanics, regardless of acculturation and life stage, view the internet as a key component in building a better life. AOL Hispanic Cyberstudy 2010.
Adopt technology faster
Compared to the General Market, Hispanics are more sophisticated technology users and tend to be early adopters of media, devices and their features compared to the general population. They continue to have high overall rates of wireless adoption, both mobile and at home, and outpace the general market in their use of cell phone data applications. Their use of a wide range of devices (e.g. smartphones and gaming devices) to access the internet illustrates a high level of comfort with and willingness to try new technologies.
Because Hispanic moms over-index in the use of cell phone data applications, user-generated content, promotions, and general internet usage, it is recommended that Pull-Ups develop an iPhone application for these highly-sociable digital mavens.
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Regardless of the language spoken at home, Hispanics take advantage of their bilingual abilities by using, accessing and enjoying media in both languages. And while English is the leading language of preference online for Hispanics, 42% of Hispanic women prefer Spanish when surfing, 67% say it is important for them to find information online in Spanish, and 60% said they respond more fully to Spanish advertising even if they are fully bilingual.
In general, Hispanics recognize the disparity between the availability and quality of English and Spanish language content. One of the reasons why so many Hispanics prefer English content is their mistrust of sites in Spanish which are often little more than literal translations of English content. They perceive English sites as more comprehensive, detailed and useful than their Spanish-language counterparts; thus leaving an important percentage of the Hispanic segment feeling under-served.
Language represents such a strong connection to culture that it can’t just be quickly translated. When creating the Spanish version of the site, it’s extremely important that the translated copy reads naturally because even if the translation is impeccable on a word-for-word level, the actual content may fail to connect with our target users when simply repurposed and translated to Spanish. In many cases, in fact, it’s actually better to create new content altogether. The more the site makes the visitors feel as if it might have been created just for them, the more it will resonate, and the more action they will take.
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Social media should not be viewed only as a platform for “earned” media, rather there should be a balance between paid and organic impressions initially created by the “paid” homepage ad unit. As impressions travel from the paid ad, to the ad with social context, and to finally the organic impressions caused by showing up on friends’ newsfeeds, ad recall significantly increases by 20 points, awareness by 9, and purchase intent by 6. It is important to establish that these “paid” units must be engaging and interesting in the first place in order for it to garner social context and then maximize the more impactful social and organic impressions.
(Source: blog.nielsen.com)
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Univision was the #1 broadcast network in overall primetime on three nights last week – Monday (1.2 million), Wednesday (1.3 million) and Friday (1.3 million)- among Adults 18-34.
Looks like Univision’s 5-year plan to become the top-rated network in any language among 18-to-34 is well underway. While Fox has seen its viewership decline by 20.8%, Univision is up 12.5% this season by one measure.
The power of the Hispanic market often gets overlooked, both viewership and buying. But once next year’s census data is released, there is no doubt that it will be all the validation that Corporate America will need.
Hispanics are not only making television networks and stations No. 1 in the ratings, they are making the difference in who is No. 1 in everything from soft drinks, cell phones, diapers, groceries and just about every category that exists.
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According to a recent online survey done by Harris Interactive, “some 63% of consumers say they tend to ignore or disregard all Internet ads…” while only 14% ignore TV ads.
I believe strongly in the ability of the web to play a great role for a company. But it’s a limited role compared with the full communications needed for a mass or near-mass product.
But, these days we seem to rarely see the data that would challenge web adherent’s claims that they will be “all things to all people”.
Marketing mixes today must include off-line media if they are to build significant markets. And, there’s no indication that this will change at any time soon.
While there’s a mass of “new” ideas for web based advertising, NONE of it carries the power needed to move large numbers of people.
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Foursquare and PepsiCo have tailored rewards to user behavior, irrespective of in-store check-ins. Now, when participating customers earn Foursquare’s “Gym Rat” badge, they might be offered a SoBe Lifewater; or, if you often check in bright and early, Foursquare will recognize you’re a morning person, and may offer Tropicana orange juice or Quaker Oats—all specials on PepsiCo products, redeemable at Safeway stores.
This partnership has stepped out of the box by not only targeting you by tracking what you buy but by what you do based on your check-ins. This has taken the related coupon on the back of your receipt to another level because you don’t even have to buy anything first for it to get a feel of what you might be looking for. I really hope it takes off and expands to other products and retailers.
