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Cross-cultural Digital Marketing Effectively reaching Hispanic, African-American, & Asian communities Digitally Multicultural Marketing Conference Saint Paul, MN
2013 March 26,
2 Overview • Introduction • Multicultural Marketing Models
– Multicultural Marketing Defined – 3 Types of Multicultural Marketers – 3 Approaches to Multicultural Marketing
• Overview of Multicultural Digital Market – Hispanic Digital Marketing – African-American Digital Marketing – Asian Digital Marketing
• How to Approach Multicultural Digital • Sensis Vision: Cross-cultural with Digital at it’s core
Introduction
4 A little about me
5 I’ve been working in advertising for the last 13 years
My background : – Economics – Digital technology – Management consulting
I kind of stumbled into this business…
Jose
6 … and I’m one of the few people you’ll meet that runs a successful ad agency that never
worked in advertising before.
7 my story explains a lot
• 1998: I left a consulting career to start a Hispanic-focused
dot com
• Since that day, I found myself in the middle of a transformation of the advertising industry
8 Sensis • I started Sensis in 2000, a couple of
days after shutting down my dot com.
• Sensis was started to address a small gap I saw in the ad business during my dot com days.
• During the last 13 years I’ve realized that “the little gap” was actually bigger and more transformative than anything I could have ever imagined in 2000.
9 Agency Profile
• Advertising & digital agency • 37 employees • $12 million in revenue (2012) • Offices locations:
– Los Angeles, CA – Washington, DC – Mexico City, Mexico
• 15 years in business • Independent, minority-owned
Multicultural Marketing Models
11 Multicultural marketing defined
12 let’s start with some definitions Multicultural markets = various minority groups
• Hispanic • African American • Asian American • GLBTQ • Other
– Middle Eastern, European, South Asian, Native American, Disabled, …
13 “General Market”
• Caucasians + minorities
• An amalgamation of all ethnic groups, including Whites, Hispanics, Blacks, Asians and everybody else
14 3 States of Multicultural Marketing
15 3 states of multicultural marketing
Active multicultural
marketers
Inactives Past
multicultural marketers
Newbies new entrants
into multicultural
markets
16 3 Models of Multicultural Marketing
17 No efforts aimed at multicultural
audiences or integration of multicultural programs
Model 0: Irrelevance
18 84% of all U.S. population growth
from 2000-2010 came from Hispanics, African-Americans and Asians
19 38% of 18-34 year olds are
multicultural
20 Lead with “general market”
distinct and separate multicultural programs
Model 1: Traditional
21 Traditional Model of Multicultural Marketing
22
Toyota “somos muchos latinos”
23 Integrate multicultural into general
market; Program extensions into specific ethnic
(sub) segments
Model 2: Cross-cultural
24 The new way – “Cross-cultural”
25
Taco Bell “Live mas”
Multicultural Digital Market
27 Hispanic Digital
28 65% of Hispanics access the Internet*
29 Hispanic Internet Penetration
30 Largest Social Networking Sites Among Hispanics
Source: comScore, December 2012
31 Mobile Phone Usage Among Hispanics
Source: comScore, December 2012
45%
34%
Hispanic General Market
Hispanics over-index in smartphone usage
Source: Sensis Hispanic Mobile Report, April 2012
33 Hispanic Mobile Profile
Source: Sensis Hispanic Mobile Report, December 2011
34 Smartphones as Computer
Source: Sensis Hispanic Mobile Report, April 2012
35 Top Online Activities for Hispanic Consumers
Hispanics are more likely to read or write
movie reviews, download
videos/music, and watch TV shows
online than general population
Source: Sensis Hispanic Mobile Report, April 2012
36 Hispanic Consumers Research Online Before They Buy
Source: Sensis Hispanic Mobile Report, April 2012
37 The behavioral basics What most people know
• Price sensitivity / deals ethic • More social in key activities (e.g. shopping)
Source: Sensis Hispanic Mobile Report, April 2012
38 Lesser known digital behavioral What most are not aware of…
• Many Hispanics are early technology adopters • Many Hispanics are influencers
• Some misconceptions – Use of social media --- very different than general market – Digital divide still exists
39 How Hispanics use digital media?
• Hispanic consumers are diverse, so blanket generalizations don’t usually hold across a market of 35-40 million online users
• Our Hispanic Persona Project identified 4 distinct “behavioral” segments across the Hispanic digital consumer landscape
– Only 2 could be described as “heavy” digital media consumers, particularly when it comes to digital music
Source: Sensis Hispanic Persona Project, April 2011
40
41 Hispanic In-store Mobile Experience
Innovative research on Hispanic in-store mobile use
www.HispanicMobileReport.com
Source: Sensis Hispanic Mobile Report, April 2012
Top activities while shopping at a store
Chart page 11
Top Activities While Shopping at a Store
Source: Sensis Hispanic Mobile Report, April 2012
It’s all about the best deal
• Care more about finding the best deals
• Use anonymous mobile product reviews far less
Source: Sensis Hispanic Mobile Report, April 2012
44 In-store price-checking is not about Amazon… it’s about the store across town
Source: Sensis Hispanic Mobile Report, April 2012
45 Hispanic Mobile
• Shopping is a social affair • Deals ethic • No showrooming
Source: Sensis Hispanic Mobile Report, April 2012
46 Some insights from the trenches
47 Hispanic Digital Experience
48 Some Insights
• Heavy mobile users – mobile ads have very high response rates
• In some categories, English is key to reaching them --- portrays legitimacy
• Tablet adoption is driving Internet access among older, Spanish-dominant and less acculturated cohorts
• Complex info best presented in anecdotal, story format
49 Some Insights Younger Hispanics
• Important of authenticity to younger, acculturated segment • Looking to “connect” with their culture, even if they don’t
speak Spanish
50 African American Digital
51 5 truths of the digital African American consumer
• They are ahead of the digital curve – utilizing video, mobile, and other platforms to interact online
• They are vocal – Digital is their microphone
• They are avid searchers • They are more thorough
– In their pre-purchase research
• They are more receptive – To digital marketing
Source: Nielsen African American Consumers 2012 Report
52 African American Geography and Generational Distribution
Source: Nielsen African American Consumers 2012 Report
53 Average Time Spent with Media
Average Time (Hours) Spent Per Day… TOTAL AFRICAN
AMERICAN AA/TOTAL
DIFFERENCE Avg Time Spent on Internet on Home Comp per day 3.1 3.3 0.2 Avg Time Spent using IM per day 2.0 2.2 0.2 Avg Time Spent Texting on Cell Phone per day 1.6 2.0 0.4 Avg Time Spent Watching Videos online per day 1.8 1.9 0.1 Avg Time Spent Eating per day 1.3 1.5 0.1 Avg Time Spent Using Internet on Tablet per day 1.2 1.4 0.2 Avg Time Spent Listening to Music online per day 0.9 1.2 0.3 Avg Time Spent on Computer Video Games per day 0.9 1.1 0.1
Avg Time Spent Playing Video Games on Tablet per day 0.8 1.1 0.2 Avg Time Spent Emailing per day 1.0 1.0 0.0 Avg Time on Internet on Cell Phone per day 0.9 1.0 0.1 Avg Time Spent Reading E-books per day 0.9 0.9 0.1
Source: comScore, February 2013
54 Media Consumption
Source: Nielsen African American Consumers 2012 Report
55 Effective Advertising
Source: Nielsen African American Consumers 2012 Report
56 Mobile
• 54% of African-Americans own smartphones
Source: Nielsen African American Consumers 2012 Report
57 Top Advertisers & Media Spend
Source: Nielsen African American Consumers 2012 Report
58 Online
Source: Nielsen African American Consumers 2012 Report
59 Social Media
Source: Nielsen African American Consumers 2012 Report
60 African-Americans Use of Search Engines
• 72% of African Americans use search daily • 2% feel that their searches are successful • They notice search ads more often than the representative
population we surveyed, click on them and find them more useful.
http://www.google.com/think/research-studies/five-truths-of-the-digital-african-american-consumer-video.html
Source: Google
61 16% of African Americans cannot live without a computer with internet access, significantly lower than the total population at 22%
Source: Google
62 Asian Digital
63 China, India, Philippines, Vietnam, Korea and Japan comprise 86% of the total Asian population.
65 Asian Americans skew younger than the total U.S. population (41 years vs. 45 years) Household size slightly larger than the total U.S. population (3.1 vs. 2.6).
Source: U.S. Census Bureau
66 Highest growth rate since 2000
200% Growth States • Florida • Georgia • Texas • Minnesota • Ohio • Iowa • Indiana • Arizona • Nevada
3 out of 4 Asian Americans are foreign-born
Source: U.S. Census Bureau
68 28% higher than the total U.S. median income.
69 Digitally connected
70 60% of Asian TV Households reside in the top 10 DMAs
71 Online Video
Asians spend twice as much as time watching Web videos social media and
mobile devices
Weekly Web Series • Produced in English, targeting young
Asian Americans • Korean soap opera format (very
dramatic) • 10 million views & 4,700 comments on
outcome of story!
72 Popular Websites
73 Pay TV & Telecommunications
Money Transfer
74 Insurance
Financial
Auto
75 Fast Food/Beverage Wine & Spirit
Hotels/ Casinos
How to Approach Multicultural Digital
77 How does digital fit into an effective multicultural marketing effort? Depends on your situation and model.
78 Active multicultural
marketers
Newbies & Inactives
79 “Newbies” and “Inactives” Digital as a test, learn and scale (TLC) tool
• Can help determine what model to adopt
• Can help figure out how to message and approach the
multicultural markets
• Hyper-targeting
80 “Actives” Expand into Digital Direct Response
• Paid Search – Targeting ethnic audiences using a variety of techniques (browser language,
keywords, geography, etc.)
• Behavioral Targeting
– Retargeting – Network activity
81 “Actives” Opportunity to expand, evolve your multicultural marketing
• Test & Learn Model 2 cross-cultural approach
• Evolve into more digital-centric, oriented multicultural marketing program to focus on:
– Utility – Content – Native advertising – Community building
Our Vision: Cross-cultural with Digital at it’s Core
83 50% of babies born today in the
U.S. are not white
84 Multicultural consumers are changing the
general market
85 Cross-cultural Strategic Territory Framework 5 Cross-cultural Marketing Approaches
Cultural Community • Participating in long-standing
community-based cultural events & programs
Cultural Currency • Partnership with talent or a
prominent figure within the community
Cultural Authenticity • Connecting with new GenMkt
based on insights driven inward (multicultural) to outward (gen mkt), or vice-versa
Cultural Confluence • Turning a segment’s cultural
values into attributes relevant to what’s considered the general market
The Cultural Loop • Linking a brand with a social
cause or purpose
86 Cross-cultural Strategic Territory Framework Our Cross-cultural Approach
Cultural Community • Participating in long-standing
community-based cultural events & programs
Cultural Currency • Partnership with talent or a
prominent figure within the community
Cultural Authenticity • Connecting with new GenMkt
based on insights driven inward (multicultural) to outward (gen mkt), or vice-versa
Cultural Confluence • Turning a segment’s cultural
values into attributes relevant to what’s considered the general market
The Cultural Loop • Linking a brand with a social
cause or purpose
87 Digital-centric advertising
88 Website Social Media Mobile
Digital Advertising
Email Content [Marketing]
Analytics E-commerce
8 Components of Digital Strategy
89 Balanced POEM Model • A balanced POEM model involves
using Paid, Owned and Earned media in concert to deliver the most cost-effective and impactful results possible.
• The focus shifts from Paid Media as emphasis and Earned Media as the purview of PR to balancing all 3
• Each type of media plays a key role: catalyst, portability, result
90 Content
Utility
91 Community building
Native Advertising
92
@jrvilla
www.linkedin.com/in/josevilla
www.thinkmulticultural.com
Thank you