The consumer goods organization relies on qualitative research to learn more about its thriving Hispanic community.
Observations from around the Twitter-sphere. Follow us @dmnews.
The U.S. Hispanic market is growing by leaps and bounds—so why haven't many advertisers determined a way to reach out to it yet?
The NBA's Saskia Sorosa discusses the brand's recent Hispanic marketing efforts through éne•bé•a (NBA in Spanish), its Spanish language website.
Horizon Blue Cross Blue Shield of New Jersey knew it needed to better reach out to the Hispanic community. The question was, 'How?'
The NBA launched a Spanish-language league website, but it wasn't a slam dunk until they did research into its Hispanic customer base.
Despite the increasing multicultural nature of the U.S. population, brands have difficulty maintaining websites specifically designed for multicultural e-commerce.
When performance and profits are on the line, it pays to put time into vetting one of the most important pieces of the puzzle: the Hispanic call center.
Meat products brand Oscar Mayer added an app to parent company Kraft Foods' Spanish-language Facebook page on Oct. 7 that is geared toward Hispanic consumers. The brand worked with digital agency 360i on the initiative.
Marketers need to target the Hispanic market, according to the presenters at the Interactive Advertising Bureau's May 5 "Clicko de Mayo" event. The presenters cited a lot of relevant statistics to build their case: the US Hispanic population grew 43% from 2000 to 2010; one in four babies born in the US is Hispanic; Hispanics are almost 10% more likely to research purchases online than the average American. So, yes, marketers need to target the Hispanic market.
It seems impossible to count the number of brands that have launched Spanish-language campaigns targeting Hispanic-Americans in the past year. It's smart marketing; the Hispanic population in the US grows every day.
Los Angeles-based Spanish-language television network LATV is conducting a contest, 'Encuentra el Tesorito,' with a mobile component to increase its viewership. The network is running the initiative on its radio station, KJLA-57, through September 17. The effort was created in-house.
Mike Mulligan, general manager of Safeway Direct Insurance explains how his company used direct mail tactics to engage the Hispanic community for the first time in the company's history.
Marketers allocated more of their marketing spend last year than in 2008 to targeting Hispanic consumers. However, that spending failed to reach pre-recession levels, according to the Association of Hispanic Advertising Agencies. The study is the latest indicator of the growing consumer clout of US Hispanics.
Although 80% of US marketers say that the Hispanic market will impact their products and services in the next five years, half of them are not marketing specifically to the demographic, according to a report from independent Hispanic agency Orci.
T-Mobile USA has launched a Web and mobile sweepstakes targeting Hispanic soccer fans in the US. The campaign, titled "El Llamado del Futbol" — "The Call of Soccer" in English — was designed to engage subscribers and non-subscribers and to grow the company's e-mail and mobile databases.
Hispanic marketing research firm Garcia Research and Hispanic marketing consulting group Santiago ROI have launched Latinomics, The Hispanic Market Index. This tracking service monitors consumer sentiment, economic activity, political perspectives and other issues within the US Hispanic community.
Univision Interactive Media, the digital division of Spanish-language media company Univision Communications, has launched a Hispanic-targeted ad network. The division, called the Univision Partner Group, has a mandate of helping publishers and advertisers connect with US-based Hispanic audiences. It launched December 1.
In an effort to attract the growing economic might of Hispanics living in the US, the NBA this month launched Éne-bé-a, a multichannel marketing campaign.
In an effort to broaden its appeal to Hispanic audiences, The National Basketball Association launched Éne-bé-a, a multichannel marketing campaign. The league is using national TV, radio and online advertising, in addition to a Web site, events, merchandise promotion and grassroots programs. This is also the first time the NBA has launched a database-building initiative specifically for its Latino audience.
As the ability to dig deeper into data expands, there are several ways to segment your audience beyond demographics. Our experts debate on how ethnicity plays a role
Eclipse Marketing Services, a direct marketing service provider for the cable and entertainment industries, has formed a new Hispanic marketing division and named Karen Habib as director of Hispanic marketing to lead it. Habib's multicultural marketing experience includes previous work with the US Hispanic and African-American markets; she has also worked on campaigns targeting the LGBT and youth segments.
The Make-A-Wish Foundation has tapped iNSPIRE agency to create collateral that will woo Spanish-speaking volunteers. The win comes as part of a larger agreement between the Make-A-Wish Foundation and iNSPIRE's parent agency Moroch Partners, which was signed this week to develop national public service announcements for the charity. INSPIRE will create Spanish-language Web content and print, radio and TV ads at a reduced price for the nonprofit.
Mercury Media, the Santa Monica, California-based direct response media agency, will target the growing market for direct response advertising aimed at Spanish-speaking consumers with a dedicated specialty practice.
Aspen Marketing Services has always lived "below the line" — since its inception as a 13-agency network in 1996. Its foundations are also built in the automotive industry, thanks to its 1998 acquisition of the auto agency Creative Marketing International. These days, Aspen remains strong in the auto and direct worlds, with more auto names in its client roster than you'd see at any dealership and with core competencies defined as either "response" or "engagement" marketing on its Web site. Click headline above to view Aspen's full profile, complete with capabilities and company history.
Selecciones, a Spanish-language magazine published by the Reader's Digest Association, will stop publishing its US edition as of the June issue. RDA president Eva Dillon pinned the 37-year-old magazine's demise on its lack of long-term growth possibilities.
Aflac launched a multichannel campaign last week in an effort to spur sales of its new products and win over consumers who may be reluctant to buy in this economy. The work is part of Aflac's efforts to expand its marketshare and coincides with the company's expanded workplace selling efforts and its extended children's and part-time workers' insurance.
Spanish-language media company Univision has launched a new advertising platform for its digital division, Univision Interactive Media Inc. The platform is powered by AdReady for Publishers. Univision Interactive Self-Service is a self-service display advertising platform that allows marketers to plan and create online campaigns, which will run on Univision.com and its partner Web sites.
The Latino Coalition (TLC), a non-profit focused on helping small business owners of Latino descent, has tapped Image Direct for a new direct marketing campaign. Image Direct was chosen for the work partly due to their successes in working with the US Small Business Administration. The campaign, called ExitoUSA, will launch at the end of this month and will target 1 million Hispanic small business owners annually through weekly mailings of 20,000.
The Los Angeles edition of Spanish-language paper Hoy is cutting its print frequency from daily to weekly. Hoy, which is owned by the Tribune Co., is distributed for free in targeted ZIP codes around the city, with 75,000 copies going out Mondays - Thursdays and 145,000 on Fridays. Most readers are of Hispanic descent and are bilingual or Spanish-dominant.
Company of the Week
We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.
DMN's Career Center
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.