Archive for the ‘ smartphone ’ Category

U.S. Census: How will marketers respond to U.S. Hispanic growth?

The 2010 U.S. Census, a count of all people living in the United States, shows that the Hispanic population now comprises 16 percent of the country’s total. As reported in a story by the NY Times, Hispanics are now responsible for more than half of population growth in the nation over the last decade, increasing 43 percent from the 2000 census.

Surely, as marketing budgets and programs are planned, greater weight will be given to addressing the communication needs of the Hispanic population. Communications professionals specializing in this audience have an opportunity to seize the moment and educate organizations on how to effectively reach Hispanics and dispel misconceptions.

One common misconception is that once bilingual Hispanics master the English language, they become “acculturated” and use English as their primary language. While the majority of U.S. Hispanics do speak English well, Nielsen reports that 61 percent of Hispanics aged 18 and older prefer to speak Spanish in their homes versus only 17 percent who say they speak only English. In family conversation and media consumption in the home, Spanish language remains important even after English proficiency is achieved.

Beyond language preferences, Hispanics are more receptive to targeted advertising, mobile advertising and new technology adoption than the general U.S. population, as a Scarborough Research report in 2010 has shown. Hispanics are also more likely to own a smartphone and use it to access mobile Internet, text messaging and e-mail.

Above is one of my personal favorite examples of marketing effectively to the U.S. Hispanic consumer, the “Somos Muchos” campaign from Toyota and Hispanic ad agency Conill. I think it’s a great example of a top-to-bottom campaign designed for Hispanics and Latinos, which clearly paid off for Toyota.

Thanks for reading!

References:
“A Growing Population, and Target, for Marketers”, NY Times
http://www.nytimes.com/2011/04/05/business/media…

2010 U.S. Census
http://2010.census.gov/2010census

“What You Think You Know vs. What You Need to Know About U.S. Hispanics And Media”, Nielsen
http://blog.nielsen.com/nielsenwire/media_entertainment/what-you-think-you-know-vs-what-you-need-to-know…

“Hispanics Are Important Mobile Marketing Targets”, Scarborough
http://www.scarborough.com/press_releases/Hispanic… (PDF)

Video: “Toyota Wins Back Hispanic Drivers With 259,000 Decals”, AdAge
http://adage.com/article/hispanic-marketing/toyota-wins-back-hispanic-drivers…

Internet Killed the Salesperson?

In a day and age where an increasing amount of business is being conducted online, many industries are finding themselves unable to cope with the costs associated with implementing internet business strategies. The troubles have been clear for many industries including newspapers, textbook publishers, record companies, etc.

In a recent blog post mentioned by one of my professors, automakers have noted a decrease in the auto sales among Generation Y consumers. Some believe this drop has been caused by the popularity of social media, apparently creating an ease in friends’ connecting and carpooling to various locations together. They also note teens’ and twenty-somethings’ increased desire for electronics and other goods, which often tie up their income. Just as the rest of the nation, however, Generation Y is being hit hard by this “Great Recession.” With jobs being lost, hours being cut and tuition costs on the rise, many of us are being forced to cut back and simply cannot afford the costs associated with acquiring a car.

The internet does, however, create a new medium that sales personnel must utilize in order to maximize sales. Generation Y consumers are a unique segment. In order to create a lasting marketing campaign among this target it is essential to use cutting edge tools, such as those available through online and mobile APIs (Application Program Interface) that can be tied into brand value.

One of my personal favorites is Foursquare, a popular new app that combines GPS, reviews and ratings to provide you with a snapshot of what your friends are up to tonight. Upon arriving at a new destination, users can “check-in” to that location — be it a gas station, a restaurant, a theater, a nightclub and so on. Users can leave tips on this location’s home page, invite friends to attend, and post their check-ins to Facebook and Twitter. Upon checking into Sergio’s, for example, Luis E. would recommend you try the pollo empanizado! It’s free brand support such as this that is truly exciting in terms of marketing potential.

So while some industries might complain that the internet is driving away business, in reality I believe consumers are simply looking for more interactivity. For example, as newspapers are struggling to stay alive it’s not as if people simply don’t pay attention to the news anymore; they’re just going online to view it for free and at their own leisure from any computer, smart phone or laptop. The internet isn’t killing sales — it’s simply changing the way companies must approach it.

References:
“Carmakers’ next problem: Generation Y”
http://www.msnbc.msn.com/id/39970363/ns/business-autos

“E-Marketing for Sensible Folk”
http://e-marketingforsensiblefolk.blogspot.com

“Application Programming Interface”
http://en.wikipedia.org/wiki/Api

Foursquare
http://foursquare.com/about
http://foursquare.com/venue/11751

Image:
http://commons.wikimedia.org/wiki/File:Texting.jpg

The "Digital Revolution" and Beyond

For many of us, the term “Digital Revolution” and its many iterations has become one of the most clichéd concepts we know. However, there is a great deal of truth behind the dilution of this term, as electronic media have forever changed the way individuals access information.

What we are experiencing — as students, teachers, consumers, business owners, and overall as information seekers — is a shift in how we perceive the world around us and the means through which we interact with it. In the last ten years alone, there has been a swift repositioning away from traditional media such as encyclopedias, dictionaries, magazines, direct mail and catalogs. In today’s marketplace, those channels simply do not get the job done in our fast pace, immediate gratification, “what have you done for me lately” society. Instead, information is sought through internet-based platforms such as Yahoo! and Wiki Answers, search engines, Wikipedia, blogs (just like this one!), smart-phone applications and social media to name a few.

In nearly all of these new communication platforms, people seek pertinent, focused and individualized answers that once took hours or even days to find. Many websites allow users to share answers to questions on topics they have expertise in; even the most humble folks can seek answers directly from an intelligent, dedicated individual who browses these site specifically to answer those questions he or she is able to address. This system is not without its flaws, as the open-source mentality leaves room for vandals to wreak havoc. However, the developers of these communities are getting smarter, and learning to combat the vandalism through community involvement. Those who post information and answers on these sites take pride in their work, as do those who gain from taking in the information. This motivates them to constantly check-in on their articles in the case that it’s necessary to “reboot” to the last update, before the vandalism was placed on the page.

So what does this mean for marketing and business in general? As companies adapt to social media, customers are able to discuss questions or concerns directly with company representatives, and join masses of other people who share the same viewpoints. Such a communication channel would not exist without this trend towards digital information. While “Digital Revolution” may be a term that has lost its clout, there is still no doubt that information search and retrieval is changing rapidly.

What does the future hold? That is a question we must begin understanding now that electronic media has taken the main stage as our primary information source. In my opinion, the future is “mobile”. As smart phones become a societal norm and data plans reach more affordable price points, such as AT&T’s recent $15 smart phone data plan, more and more consumers will have the power of the internet at the palm of their hand. Smart phones are so accessible now, in fact, that many experts predict they will overtake the World Wide Web as the primary source of Internet traffic.

References:
Wikipedia
http://en.wikipedia.org/wiki/Open_source

“AT&T’s New Smartphone Plans…”
http://www.businessinsider.com/atts-new-smartphone-plans-could-send-iphone-and-blackberry-sales…

“The Web Is A ‘Shrinking Minority’ Of Internet Traffic”
http://www.npr.org/templates/story/story.php?storyId=129270704

Images:
Wikimedia Commons

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