As I joined fellow advocates of advertising diversity in ringing the opening bell at the NASDAQ exchange recently, I couldn’t help thinking that our industry, a trendsetter in so many areas, is bringing up the rear when it comes to diversity.
Sure, there are terrific initiatives such as I’mPART (to Promote, Attract, Retain and Train diverse employees in advertising) from The Advertising Club of New York, and the industry coalition, ADCOLOR, have made valuable strides by providing support to educational diversity programs and creating a vibrant community where advertising and marketing communications professionals of color can see others like themselves succeeding.
There have also been longtime efforts like The Multicultural Advertising Intern Program from the American Association of Advertising Agencies (4A’s) have been churning out quality entry-level candidates for decades.
Yet, after many years and some committed efforts, the participation of African Americans and Hispanics at the professional level in the industry hovers around 6 percent, woefully short of reflecting America’s changing demographics or our importance as consumers. As the Census Bureau reported, “All in all, minorities, now 37 percent of the U.S. population, are projected to comprise 57 percent of the population in 2060… The total minority population would more than double, from 116.2 million to 241.3 million over the period.”
The hottest topic in the ad industry is something called Total Market Advertising, which is intended to broaden a brand’s communications to include the country’s growing minority populations. This often takes the form of inclusive-looking ads and commercials, cast with a racial rainbow that does indeed look more like the real America than the euphemistic “general market” advertising of the past.
But let’s be totally honest about Total Market Advertising as it currently exists. Perhaps it should be renamed “Total Budget Advertising,” an attempt by powerful agencies to maintain financial control as the country heads toward becoming majority minority. It is a brazen move to re-capture the meager budgets allotted to multicultural agencies by claiming that they are now unnecessary.
Consequently, traditional African American agencies, in particular, are struggling to find their role in this new landscape. In the brave new world of Total Budget, er, Total Market Advertising, ethnic insights are taken into consideration from the start of the process, planners and creatives are equipped with the tools they need to create inclusive, effective advertising, and all is right with the world.
The trouble is that this approach is a lot like describing an elephant to someone who has never seen one, then asking them to draw a picture. Some things have to be experienced to be totally understood, and I maintain that culture is one of them. To speak to Black and Hispanic people most effectively, the advertising industry needs a wealth of Black and Hispanic advertising professionals, something that is still sorely lacking.
Over the course of a long career spent working in both “general” and multicultural agencies, I have occasionally been asked, “Haven’t we gotten to the point where people are just people?” Too often, I suspect the questioner was really hoping we had gotten to the point where people are just White people. The undeniable answer is that people are certainly just people, but culture is still culture. African American culture is different from White American culture. Culture is not taught; it is experienced, felt and known.
No one understands African American culture like an African American. Or Hispanic culture like a Hispanic American. The closest thing to an exception is that African Americans have spent centuries living in a culture where understanding how White Americans think and feel often held the key to our survival. We lived in their homes, raised their children, cooked their food and anticipated their needs and desires in a way that society never required them to reciprocate.
So-called “Total Market” advertising messages too often originate in creative departments dominated by tattoo-ed hipster White guys and female Lena Dunham wannabes. There is a lot of research to prove that they are not as effective as targeted communications largely created by people of color and/or culture.
Even when ads include us, it is important to know the nuances of how people of color see ourselves and how we wish to be seen, and who knows that better than a person of color? When the object is to affect our buying behavior by making a genuine cultural connection, we are even more essential.
As I rang that bell to open the NASDAQ exchange, I glanced around at my ad industry colleagues. In a group of 21, there were five African Americans, a vast improvement over the years when I almost always found mine to be the only Black face in the crowd. Still, there is also vast room for improvement, and the increase in our presence in the general industry should not come at the expense of multicultural agencies.
Top leaders in Hispanic and multicultural marketing, including executives from Google, Facebook, Netflix, Wal-Mart, and Coca-Cola, will participate at the 2015 Hispanic/Latino Media & Marketing International Conference from Feb. 19-21 in Tallahassee.
The Conference is a platform where global scholars present their research, findings and theories on the dynamics of the Hispanic/Latino media and markets in the United States, Latin America and Spain. It is the largest such meeting of academics worldwide. It includes top scholars from Spain, Colombia, Mexico, Puerto Rico and the United States.
In an effort to close the all-to-common gap between innovative academic research and the work of industry professionals, the conference will provide a forum for the exchange of ideas from both academic and business leaders.
“There’s so much for marketers to learn from academic researchers who do elaborate and time-consuming research most companies would never have the patience for and there’s so much professors such as myself can learn from the marketers out in the trenches putting theories to practice,” says Dr. Sindy Chapa, Associate Director at Florida State University’s Center for Hispanic Marketing Communication (The Center) and Co-Host of the Conference.
A panel on social media will include two FSU professors, moderator Dr. Amy Jo Coffey and Dr. Summer Harlow, joined by three industry professionals: Christian Martinez, Head of Sales for U.S. Multicultural at Facebook; Juan Tornoe, Senior Consultant at leading Latino blog Hispanic Trending; and Mark Lopez, Head of U.S. Hispanic Audience at Google.
For another panel, business leaders will discuss how best to connect academia and industry. The panel includes: moderator Geoff Godwin, Vice President of Marketing at Emerson Climate Technologies; Rochelle-Newman Carrasco, Chief Hispanic Marketing Strategist at Walton | Isaacson; Adrien Lanusse, Vice President of Consumer Insights at Netflix; Juan Jose Nuñez, President & CEO at Vertical3 Media; Jorge Ortega, Managing Partner and Co-Founder at Newlink Group; Joe Zubi, CEO of Zubi Advertising; and Mr. Lopez of Google. Each is a member of The Center’s Advisory Board.
Also participating in the conference will be Javier Delgado, Marketing Director at Wal-Mart; Alba Castillo Adamo, Group Director of Hispanic Marketing for The Coca Cola Company; Carlos Santiago, CEO of Santiago Solutions Group, and Mariela Ure, Senior Vice President of Hispanic Segment for Wells Fargo.
The 2015 Conference will take place February 19-21 in Tallahassee, Florida at the Donald Tucker Civic Center, 505 West Pensacola Street. It is hosted by the FSU College of Communication & Information’s Center for Hispanic Marketing Communication.
Faculty and students at Florida State University and top marketing executives on the Center for Hispanic Marketing Communication’s Advisory Board will honor the lifetime achievements of Dr. Felipe Korzenny at the Hispanic Media and Marketers Gala Dinner on Feb. 20.
Dr. Korzenny is an internationally recognized marketing research practitioner, social scientist, researcher, author and professor. In 2004, he founded The Center for Hispanic Marketing Communication (The Center) at FSU. His groundbreaking research, both in academia and business, helped revolutionize marketing practices geared toward Hispanics and other multicultural consumers. He is one of the most respected pioneers in the realm of Hispanic and multicultural marketing.
“As a researcher and as a teacher, no one has had been more influential in my life than Dr. Korzenny,” says Dr. Sindy Chapa, Associate Director of the Center and Assistant Professor at FSU. “He revolutionized our field. He is for most of us the greatest mind in consumer research, and I will gladly spend my career following in his footsteps.”
Dr. Korzenny’s most important accomplishment may be the way he has inspired students. He has groomed countless successful professionals and brought the best out of many young minds.
“I wouldn’t be where I’m at today without Dr. Korzenny,” says Katherine Cook, M.S., 2014. “I was stuck in a job that I didn’t like and where I wasn’t using either of my majors. After reading his book I was completely inspired. I knew that I had to work with him and Betty Ann (his wife.) So I packed up and moved to Tallahassee. I’m humbled by his dedication to mentor his students and to provide them with the opportunities to not only learn but to excel. Dr. Korzenny has been a true inspiration.”
Dr. Korzenny is not only revered by academics and students but by business and marketing leaders as well. The Center’s Advisory Board has always included a who’s who of industry leaders including executives from Google, Coca-Cola, Netflix and the country’s top multicultural advertising and marketing agencies.
The gala, part of the 2015 Hispanic/Latino Media & Marketing International Conference, will begin at 7:00 p.m., on Feb. 20, at the Donald Tucker Civic Center. All donations received will contribute to an endowment benefiting The Center and its students.
Dr. Felipe Korzenny In the Fall of 2003, Dr. Korzenny, became Professor of Advertising and Integrated Marketing and Management Communication at FSU. In 2004 he founded and directed The Center. He holds degrees from the Universidad Iberoamericana in Mexico City and Michigan State University (MSU). Prior to joining FSU, Dr. Korzenny founded Hispanic & Asian Marketing Communication Research (H&AMCR) to help Fortune 1000 companies open doors to culturally diverse markets. H&AMCR was one of the first companies in the U.S. to explore multicultural market research. In 1999, H&AMCR merged with Cheskin.
Dr. Korzenny is co-author with wife Betty Ann of Hispanic Marketing: A Cultural Perspective and Hispanic Marketing, 2nd Edition: Connecting with the New Latino Consumer. He has authored almost 100 research publications dealing with communication and culture. He is an Outstanding and also a Distinguished Alumni of MSU. He is the first recipient of the Hill Library HispanSource Award for Outstanding Achievement in Hispanic Marketing Research. He is a prominent speaker at nationwide symposiums and conferences on Hispanic markets.
Hispanic/Latino Media & Marketing 2015 International Conference The 2015 Hispanic/Latino Media & Marketing International Conference is a platform where global scholars present their research, findings and theories on the dynamics of the Hispanic/Latino media and markets in the United States, Latin America and Spain. It is the largest such meeting of academics, media professionals, and students worldwide. It includes top scholars and practitioners from Spain, Colombia, Mexico, Puerto Rico and the United States.
The 2015 Conference will take place February 19-21 in Tallahassee, Florida at the Donald Tucker Civic Center, 505 West Pensacola Street. It is hosted by the FSU College of Communication & Information’s Center for Hispanic Marketing Communication.
The Center for Hispanic Marketing Communication The Center, founded by Dr. Felipe Korzenny in 2004, is devoted to educating students and professionals and to advancing knowledge in Hispanic and multicultural marketing. The Center is the first of its kind in the United States and is widely recognized as the nations’ premier education and research institute in the field. The Center’s programs are housed in FSU’s School of Communication.
Faculty and students working with the Center conduct groundbreaking research, produce publications that further the understanding of Hispanic consumer behavior, and serve as an innovative source of knowledge for the Hispanic marketing industry. The Center is lead by Founder and Director, Dr. Felipe Korzenny; Associate Director and Assistant Professor, Dr. Sindy Chapa; and Co-Founder and Senior Advisor, Dr. Betty Ann Korzenny, as well as by an Advisory Board comprising of top leaders in the industry.
The Electronic Retailing Association (ERA) returned to South Beach late last month to hold its annual Great Ideas Summit at the Loews Miami Beach Hotel. The three-day event, which was held from January 26-28, attracted thousands of representatives and interested parties from the direct-to-consumer marketplace and electronic sales industry.
Among those in attendance was the ERA Hispanic Council. A combined peer forum and networking body, the Hispanic Council is the country’s leading organization working with both U.S. Hispanic and Latin American direct response marketers and service providers. Over the course of the past five years, the infomercial industry targeting Hispanic consumers has grown rapidly, both in its ability to reach consumers and in the quality and production of its programming.
“What we really hope to accomplish here is to share valuable information with all Hispanic marketers out there,” said U.S. Hispanic Council committee chair Tom Baker. “Everybody consumes differently. When you say Hispanic or Latino, it’s very broad-based. There are 23 different countries that you’re pulling people from that are here who all have different tendencies in the way they learn and spend. Everybody’s just kind of learning that right now, which is why we’re seeing the spending dollar go up when investing in reaching those communities.”
With infomercial giant Guthy Renker investing more than $100 million last year alone in reaching out to Spanish speaking buyers, marketing approaches with regards to the Hispanic community are undergoing a renaissance of sorts. Where before English language infomercials were merely overdubbed by one dialect of Spanish and broadcast throughout the U.S. and Latin America, some companies are now dedicated solely to reaching Hispanic clientele, with infomercials made specifically for audiences in individual countries and regions.
Certain tendencies among Hispanic consumers, such as the fact that they are the largest base of consumers who purchase through mobile devices, have also affected how products are marketed to them.
“They’ve realized the buying power of this audience and have a better understanding of how to market to them,” says Baker. “You have to find the right resources to use, the right agency, call center and approaches to handling calls. An Anglo call takes about 15 minutes on the average, where it’s going to be a 20 to 30 percent increase on the Latino side because they’re more conversational, ask more questions and want information. At first, marketers didn’t like that, but what they realized after trying it for a while was that they made more dollars on the back end because of the loyalty from the marketplace.”
At the forefront of this shift in sales techniques is Listen Up Español, the leading Spanish language call center focused on the U.S. Hispanic market. The Portland, ME headquartered company—whose Hermosillo, Mexico based center employs more than 800 agents and serves direct response, nonprofit and corporate clients in areas including inbound sales, customer service and lead generation to Spanish advertising services—has been ranked #1 in Business Production and Services among the Fastest Growing Private Companies by the INC 500.
“We want to be able to help our marketers to be smarter,” said Listen Up Español co-founder and president Tony Ricciardi. “We’re trying to create more touch points in our technology that allows the marketer to have more touch points with the customer, such as text messaged or emailed receipts at the end of a call that double as a way for the customer to communicate with the agency after the sale. In today’s economy it’s not just about the transaction, it’s more about getting into a conversation, having a longer lifetime value. Working with the Hispanic market is all a question of how to become better communicators in that market, whether on the customer service side or the sales side.”
BelVita, the Mondelez snack brand, has the most "stickiness" with Hispanic audiences in social media, according to an analysis of brand engagement on social media.
This was one of the findings revealed by Tania Yuki, founder/ceo of Shareablee, a digital/social analytics consultancy, at the Advertising Research Foundation's Industry Leader Forum in New York.
She explained that Shareablee has developed a tool that measures the cross-platform social performance of over 55,000 brands daily and which "provides brands with a data-driven playbook that reveals the evolving rules, ROI factors and motivations of their social media customers – as well as the engaged fans of competitors".
And when Shareablee dug down into Hispanic-American brand engagement on Facebook, it discovered that BelVita had the greatest staying power, engaging 43% of this audience. (For more, including which brands overindex with Hispanic consumers, read Warc's exclusive report: Mondelez tops US Hispanic-American social-media brand index.)
That was, however, the only Mondelez brand to appear in the Shareablee top ten. A more consistent performance came from Procter & Gamble, the FMCG business, with four of its brands featuring: Oral-B (31%), Clairol (30%), Pepto-Bismol (29%) and Gillette Venus (28%) occupied fourth to seventh places.
Above P&G's brands were Lancôme's L'Oréal (34%) and Johnson & Johnson's Aveeno (33%), in second and third places respectively.
Yuki also disclosed that Hispanic-Americans averaged 1.6 online "actions" – defined as sharing content generated by brand communications – compared with 1.3 for the total US audience engagement with television programming.
Moreover, an audience-loyalty index demonstrated that Hispanic-Americans were 19% more likely to re-engage, month over month, than the average US TV-network social audience.
Yuki noted that if a brand was paying to activate a person for the first or second time, it was important to know they would come back to engage again – "that you're not just having to pay to get them to do something the first time every single time".
A local advertising agency that became the top-billing Latino agency in the industry will now become a part of American history.
Smithsonian National Museum of American History will be adding printed materials and video documenting the legacy of Sosa, Bromley, Aguilar and Associates.
"This is really a national landmark," said Dr. Kathleen Franz, American University history professor. "And to bring this collection in the museum and to share it with the American people is amazing."
Lionel Sosa, Ernest Bromley and Al Aguilar are known as the three "Godfathers of Hispanic Marketing."
The term was coined by the San Antonio Chapter of the American Marketing Association, and it stuck.
Lionel Sosa founded Sosa, Bromley, Aguilar and Associates, now Bromley Communications, which became the largest Hispanic advertising agency in the country, and now the agency's development and legacy will become part of American history.
"We never imagined that we would be in the Smithsonian Museum, that our work would be there," said Sosa. "It was, 'Let's make a living. Let's make a profit. Let's do good work. Let's make our clients happy.' But that's what it was all about and now this, it's really amazing."
In a ceremony during the San Antonio Hispanic Chamber of Commerce's 86th Annual Gala, Sosa, Bromley and Aguilar were honored by the museum.
"I think it's a milestone for the history of not only this partnership, the three of us, it's a milestone in history for our community," said Aguilar, CEO of Creative Civilization. "It's a sense of pride for everyone in San Antonio that says we can be and do whatever we set our eyes to do."
The three will be making a donation to the museum that will include business records, public service announcements and video of some of their landmark campaigns with an approach that became the Hispanic market industry standard.
"We saw an opportunity to create a business," said Bromley, CEO of Bromley Communications. "We saw an under-served market -- the Hispanic consumer market. It's a market that's not portrayed well. We saw an opportunity to serve our community."
The video ads from Sosa, Bromley, Aguilar and Associates will be open to the public at the museum starting July 1.
However, their other contributions will be available in 2016.
#SpeakAmerican trended like wildfire on Twitter following the premiere of the multicultural themed "It's Beautiful" Coca-Cola ad, which aired during 2014's Super Bowl.
The unexpected commercial featured a same-sex couple, Americans of various ethnicities and the patriotic hymn "America The Beautiful" sung in eight languages–including Spanish–signifying America's position as a melting pot, or a nation of immigrants. Spanish was sung second, directly after the English, and the commercial featured numerous Hispanic subgroups (Puerto Rican, Mexican and Mexican-American).
While reactions to the "It's Beautiful" commercial resulted in many American rearing their ugly head, brand marketers know they must continue to pander to the multicultural consumers, particularly Hispanics. Brands like Toyota, who refused the one-size-fit-all "total" market approach, will likely champion those who choose not to cater to the booming market. And, networks like Fox Deportes has embraced Spanish-language segments that are culturally intelligent and have winning wit.
In 2012, the Chicago Bears partnered with a local Spanish radio station, La Ley 107.9, to air the team's games in Spanish on the radio, marking the first time this was done. Being that football is a favored sport among Latin Americans and Latino Americans, it makes sense that marketers are attentive to the demographic.
According to a Nielsen report, African American, Hispanic and female viewers increasingly take part in Super Bowl viewership, and that will only heighten as U.S. born Latinos increase in numbers. The NFL is the only major league in the U.S. to tevevise all of its games in Spanish. Twenty-five million of of the 54 million Hispanics in the U.S. identify as NFL fans. And Mexico is the NFL's second most attentive market, as the population closely follows the teams that contend. The wise marketer, who's hopefully taking marketing cues from the NFL, understands that the Super Bowl is a global event, and it's important to concisely appeal to diverse audiences.
This year, NBC sold all available commercial space to 18 advertisers for its online live stream of the game, and the network will also run a Spanish-language telecast of the NFL championship on its NBC Universo cable channel, which will be offered for free by NBCU to stimulate viewership. The Hispanic network will televise its own independent Spanish-language pregame show, post game show, sideline reports and in-game programing. The vast majority of advertisement that will be featured on Universo will be in English and Spanish, and they're said to mirror the creativity of the spots being featured on NBC, but will certainly reach targeted Hispanic viewers.
In 2015, NBC Universo will televise the Mexico-based NASCAR Toyota Series, and in 2016, NBC Universo will televise the Summer Olympics from Rio to better serve Spanish speakers and to show that the Hispanic audience has a very real interest in sports.
NBC isn't the only network that has thought to cater to Hispanic audiences, however. When Fox Sports broadcasts Super Bowl XLVIII from MetLife Stadium, Fox Deportes, the Spanish-language network, will do so as well.
This year, there will plenty of commericial that are looking to be Latino-inclusive, including a Snickers commerical featuring Danny Trejo.
As we’ve said many times, reaching online Hispanics goes beyond simply translating your English site to Spanish. If you’ve followed along in this series and read Part 1, you’ve already taken a look at what your competition is doing (or failing to do) to reach online U.S. Hispanics. Now we ask that you point the magnifying glass inward and take a critical look at your brand’s web presence through a website audit and a social media channel evaluation to uncover opportunities to reach this rapidly expanding audience.
WEBSITE AUDIT KEY QUESTIONS
By analyzing website data, brands can not only identify visitor demographics and behavior, they can also assess the performance of existing campaigns against campaign goals. This enables brands to better target the most engaged consumers, and identify the best content and method to engage with Hispanics online.
Important questions to consider when performing a website audit include:
Demographics: Analyze incoming traffic characteristics to identify current Hispanic visitors.
Use Quantcast to view ethnicity metrics – do you over or under index for Hispanic visitors?
What is the traffic volume and quality from Hispanic Designated Market Areas (DMAs)?
Site Usage: Evaluate visitor behavior once a user enters your site to find popular pages, points of engagement, and pages that need optimization.
How do visitors from your campaigns engage with your site? This applies to any type of campaign, including social media, paid search, banner ads, etc.
How does Hispanic engagement compare with general market?
Are campaign visitors continuing onwards to consume more content, or leaving immediately from the landing page?
Most Viewed Pages: Look at popular pages on your site to gain insights into what types of content can be expanded for additional traffic and growth among the Hispanic audience.
What are the top landing pages from organic search traffic?
Do you need to better optimize key content so it can be found by Hispanics searching online?
Do landing pages drive your audience deeper into the site to consume more content, or are visitors leaving because they do not find what they need?
Spanish Language Offering: If you currently have a Spanish-language site, a few additional questions during your audit may help you identify opportunities for optimization.
Is the Spanish site updated regularly? Does it mirror the English site?
Is it mobile optimized?
Are consumers more engaged with your Spanish website content vs. your English website content?
SOCIAL CHANNEL EVALUATION KEY QUESTIONS
With robust metrics being offered by many social channels including Facebook, Twitter, and LinkedIn, there are several opportunities to reveal Hispanic audience interest in your brand’s social content. Engagement and reach metrics for social posts can determine what content type and style resonates best with a Hispanic audience vs. a general market audience. Demographics data – for example your Followers’ country and language preferences in Facebook Insights – can also inform opportunities for growth.
Relating social channel data to website data can also grant a full and comprehensive picture of a social campaign, to determine how engaging and meaningful the content was to the brand consumer. For example, did a Promoted Tweet result in not only a number of retweets and replies, but a higher than average time on site as well?
Other important questions to consider when performing a social channel evaluation include:
What percentage of followers have their language settings set to Spanish?
Do the City settings show areas with historically high Hispanic DMAs, even if language settings are predominantly English?
What content, type of post (i.e. photo or question) or theme received the greatest engagement from Hispanics? Was this greater than for general market posts?
What posts drove most traffic to your website, and had the greatest website engagement?
A dynamic creative strategy, robust media plan, and compelling content suite can only hit their marks if the target is in the right place. Analytics is an essential tool to hone that target and identify where opportunities lie in the Hispanic market. By performing a Competitive Analysis, Website Audit, and Social Channel Evaluation, you’re taking the first step to inform a strategy for reaching U.S. Hispanics, one of the most powerful and sought-after segments in digital today.
More and more, brands are realizing that the U.S. Hispanic audience is large, growing, tech savvy, and particularly receptive to online marketing. This presents a huge opportunity for many brands to drive growth. One question we hear often from brands ready to venture into the Hispanic digital market: Where do we start?
We recommend starting where good strategy should begin – with data. Analytics data can be used to uncover opportunities for reaching and engaging with U.S. Hispanics online through digital marketing investments. One of the important areas to analyze is your competitors. Through competitive analysis, a brand can consider how its competitors are investing in Hispanic digital marketing and become better informed on the best tactics to successfully reach and engage with the Hispanic online market.
COMPETITIVE ANALYSIS KEY QUESTIONS: WEBSITE
There are some baseline questions to ask when performing a competitive digital analysis, to frame the context for your brand’s comparison and gain perspective on your industry’s exposure to the Hispanic online market.
Hispanics are thirsty for online content. Does your competitor have a Spanish content website? If so, is the content unique or is it a direct translation of the content on the English website?
Mobile is huge with Hispanics. How does a competitor’s website address mobile? Is the website a responsive site? Is the website mobile optimized?
What is traffic volume like for the Spanish versions of competitor websites vs. their English sites?
Where are competitors investing money to attract Hispanic visitors? Does it look as if they are investing in social campaigns, email campaigns, paid search, or SEO? COMPETITIVE ANALYSIS KEY QUESTIONS: SOCIAL PRESENCE
As we’ve said before, social media marketing truly flourishes with Hispanics. Brands should evaluate a competitor’s social presence to again gain perspective on which social platforms are being utilized and what types of content are being promoted to the Hispanic audience.
What social channels are competitors using to reach Hispanics effectively?
What is typical engagement like, and what usually provides the highest engagement for the brand?
Are social posts written in English, Spanish, or Spanglish? Within Facebook is the Spanish content language gated?
Spanish language posts are one thing, but promoting culture is where brands can really connect with Hispanics. How is Hispanic cultural relevance included in your competitor’s social posts, if at all?
Do they use Hispanic influencers to promote social engagement? Are Hispanic influencers involved in Twitter parties or Facebook chats?
Online video is having a major moment in the Hispanic space right now. Does your competitor have a YouTube presence? What type of video content is available, and in what language?
WHO DOES IT WELL? RECOGNIZING SUCCESS
Part of the work in doing a competitive analysis is recognizing when a competitor is winning with Hispanics. Below are two examples of successful tactics in reaching and cultivating the U.S. Hispanic digital audience.
When targeting online Hispanics, mobile is a great place to start. Hispanics over-index on mobile consumption, so if analytics data for your website demonstrates a strong Hispanic audience and high mobile usage, then mobile is definitely something to consider. A great example of using mobile effectively is Knorrsabor.com, Knorr’s mobile optimized Spanish website. The Knorr Sabor mobile site creates a clear, streamlined user experience for the mobile visitor, making it a more attractive destination for mobile-loving Hispanics than a non-responsive, outdated mobile site.
A great example of social presence done well is CoverGirl, who modified their spokesperson messaging and delivery between general market and Hispanic market using language gating. Language gating posts can be very effective in engaging the Hispanic audience with more culturally relevant posts and other unique content. In the example below, CoverGirl taps the Hispanic actress Sofia Vergara for a Spanish language targeted Facebook post, while singer Katy Perry is used for a general market Facebook update.
Taking a look at what competitors are doing to reach the coveted U.S. Hispanic audience is just one step toward developing a Hispanic strategy designed for success. Next, we’ll explore two more critical actions you can take by looking at your own brand. Stay tuned for Part 2: Website Audit & Social Channel Evaluation.