Hispanic Market Facts and Recommendations
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Transcript of Hispanic Market Facts and Recommendations
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Hispanic Marketing in the Digital Age
Opportunities in 2012
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Hispanic Marketing in the Digital Age
INLANET DIGITAL MARKETINGBASED IN NEW YORK, NY
We help companies connect with the
growing US. Hispanic & Latin
American online markets.
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Hispanic Marketing in the Digital Age
HISPANIC MARKETIT’S ALREADY HAPPENING
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Hispanic Marketing in the Digital Age
HISPANIC MARKET
Nearly one in every four children is of Hispanic descent, and that number is expected
to increase by 60 percent over the next 20 years.
IT’S ALREADY HAPPENING
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Hispanic Marketing in the Digital Age
HISPANIC ONLINE MARKETHISPANIC BUYING POWER: SOURCE: HISPANIC BUSINESS MAG
Hispanics in the U.S. are expected to spend $18 billion on new vehicles this year, and will account for 24 percent of
the increase in new-auto sale.
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Hispanic Marketing in the Digital Age
HISPANIC MARKETHISPANIC BUYING POWER: SOURCE: HISPANIC BUSINESS MAG
The number of Hispanics ages 18 to 24 on U.S. college campuses grew by nearly a quarter, highlighting what
The Associated Press called “a substantial and increasingly rapid demographic transition in higher
education.”
IT’S ALREADY HAPPENING
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Hispanic Marketing in the Digital Age
HISPANIC ONLINE MARKETHISPANIC BUYING POWER: SOURCE: HISANIC BUSINESS MAG
Hispanics now own about 3 million businesses, and the growth of those businesses has outpaced non-minority owned firms by 44 percent.
IT’S ALREADY HAPPENING
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Hispanic Marketing in the Digital Age
The trend for 2050 is that 125 million people in the U.S. will be of Hispanic origin. Growth is going to come from this segment and companies that don’t get into this market now will be late for the party.”
Emil Morales, senior vice president and general manager for TNS
HISPANIC MARKETIT’S ALREADY HAPPENING
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Hispanic Marketing in the Digital Age
U.S. Hispanic Consumers spent more than $5.15 billion during this year’s holiday season on
mobile devicesINFOgraphic, Hispanic Holiday Mobile Survey 2011 by
Zpryme
HISPANIC MARKETIT’S ALREADY HAPPENING
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Hispanic Marketing in the Digital Age
HISPANIC ONLINE MARKETNO ENGLISH NEEDED
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Hispanic Marketing in the Digital Age
FACTS
• Fastest growing minority group in the U.S. (4x faster)
HISPANIC INTERNET MARKETING
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Hispanic Marketing in the Digital Age
HISPANIC MARKET
19701980
19902000
2010*2020*
2030*2040*
2050*
Census
Projections
0
20
40
60
80
100
120
HISPANIC POPULATION IN THE UNITED STATES: 1970 TO 2050
Source: U.S. Census Bureau, 2006 American Community Survey
Hispanics grew 4 times faster than total U.S. population / 43 % bet 2000 and 2010
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Hispanic Marketing in the Digital Age
HISPANIC MARKETHISPANIC POPULATION IN THE UNITED STATES: 1970 TO 2050
Source: Population Division, U.S. Census Bureau<http://www.census.gov/population/www/projections/summarytables.html>Release Date: August 14, 2008
0
5
10
15
20
25
30
Under 5 years
5 to 14 years
85+ years
Hispanic (%) Total Population (%)
Percentage Distribution of the Population by Age
Perc
enta
ge
28.92
17.1718.81
9.74
18.79
5.84
0.72
15 to 24 years
25 to 44 years
45 to 64 years
65 to 84 years
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Hispanic Marketing in the Digital Age
FACTS
• Fastest growing minority group in the U.S.• One trillion plus dollars in buying power.
HISPANIC INTERNET MARKETING
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Hispanic Marketing in the Digital Age
HISPANIC ONLINE MARKETHISPANIC BUYING POWER: SOURCE: HISPANIC BUSINESS MAG
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Hispanic Marketing in the Digital Age
FACTS
• Fastest growing minority group in the US.• One trillion plus dollars in buying power.• Growing high speed internet penetration.
HISPANIC INTERNET MARKETING
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Hispanic Marketing in the Digital Age
HISPANIC ONLINE MARKETeMarketer: HISPANIC INTERNET USERS 2008-2013
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Hispanic Marketing in the Digital Age
HISPANIC ONLINE MARKETeMarketer: 2011 Trends: Census Highlights Demographic Shifts
Future growth in the digital population will come from minority audiences
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Hispanic Marketing in the Digital Age
HISPANIC ONLINE MARKETHISPANICS ONLINE YOUNG AND MOBILE: EMARKETER
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Hispanic Marketing in the Digital Age
FACTSHISPANIC INTERNET MARKETING
• Fastest growing minority group in the US.• 1+ Trillion dollars in buying power.• Growing high speed internet penetration.• Adopt and embrace smart-phones and
electronics more than non-Hispanics.
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Hispanic Marketing in the Digital Age
HISPANIC ONLINE MARKETHISPANICS AND ELECTRONICS
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Hispanic Marketing in the Digital Age
FACTSHISPANIC INTERNET MARKETING
• Fastest growing minority group in the US.• 1+ Trillion dollars in buying power.• Growing high speed internet penetration.• Adopt and embrace smartphones and
electronics more than non-Hispanics.• Natural social networkers.
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Hispanic Marketing in the Digital Age
HISPANIC ONLINE MARKETSOCIAL MEDIA IS MAINSTREAM FOR ONLINE HISPANICS
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Hispanic Marketing in the Digital Age
FACTSHISPANIC INTERNET MARKETING
• Fastest growing minority group in the US.• 1+ Trillion dollars in buying power.• Growing high speed internet penetration.• Adopt and embrace smartphones and
electronics more than non-Hispanics.• Natural social networkers.• Hispanic Online market is booming.
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Hispanic Marketing in the Digital Age
HISPANIC ONLINE MARKETUSEFUL RESOURCES
• Hispanic Fact Pack 2011www.adage.com
• http://www.mediapost.com/publications• http://adage.com/channel/hispanic-marketing/23
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Hispanic Marketing in the Digital Age
INLANET DIGITAL MARKETINGDON’T GET FIRED!
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Hispanic Marketing in the Digital Age
How to reach the Hispanic Online
Market?
MARKET TO HISPANICS ONLINE
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Hispanic Marketing in the Digital Age
MARKET TO HISPANICS ONLINE UNDERSTAND THE COMPLEXITIES OF THE MARKET
Hispanic Market Complexity
NOT a RACE
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Hispanic Marketing in the Digital Age
CULTURAL COMPETENCY IS KEY
MARKET TO HISPANICS ONLINE
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Hispanic Marketing in the Digital Age
CULTURAL COMPETENCY IS KEY
MARKET TO HISPANICS ONLINE
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Hispanic Marketing in the Digital Age
OPPORTUNITIESUS HISPANIC DIGITAL MARKET OPPORTUNITY
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Hispanic Marketing in the Digital Age
OPPORTUNITIESSPANISH KEYWORDS TRENDS JAN 2007 – PRESENT
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Hispanic Marketing in the Digital Age
OPPORTUNITIESADWORDS CPC DIFFERENCE BETWEEN ENGLISH AND SPANISH
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Hispanic Marketing in the Digital Age
OPPORTUNITIESCPC DIFFERENCE BETWEEN ENGLISH AND SPANISH
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Hispanic Marketing in the Digital Age
OPPORTUNITIESGOOGLE ADWORDS ESTIMATED AVG. CPC
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Hispanic Marketing in the Digital Age
Analytics / Marketing OptimizationTraffic
Analysis (GA)Customer Behavior
Reputation Management
Site Optimization
STRATEGIC PLANNING / Business Intelligence
Market Research
Keyword Research
Competitive Intelligence Digital Audit
PRODUCTION
Website Engineering / Architecture
Content
Facebook, Twitter and Mobile Apps
MARKETING
Social Media / CGM
Video / Rich Media
SEO / SEM
Mobile Marketing
Event Marketing
OUR PROCESS
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Hispanic Marketing in the Digital Age
MARKET RESEARCH, COMPETITIVE INTELLIGENCE
HISPANIC INTERNET MARKETING
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Hispanic Marketing in the Digital Age
SEARCH ENGINE MARKETING
HISPANIC INTERNET MARKETING
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Hispanic Marketing in the Digital Age
CONVERSIONS
HISPANIC INTERNET MARKETING
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Hispanic Marketing in the Digital Age
SEARCH ENGINE MARKETING: WHAT TO AVOID
HISPANIC INTERNET MARKETING
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Hispanic Marketing in the Digital Age
• You can't manage what you can't measure.
MEASURE THE IMPACT OF YOUR ONLINE STRATEGIES
HISPANIC INTERNET MARKETING
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Hispanic Marketing in the Digital Age
RECOMMENDATIONS
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Hispanic Marketing in the Digital Age
RECOMMENDATIONSFOR SPANISH LANGUAGE WEBSITES
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Hispanic Marketing in the Digital Age
INLANET DIGITAL MARKETINGBASED IN NEW YORK, NY
GRACIASMarcelo Rodriguez
(877) 762-6322 ext 803inlanet.com
Follow us on Twitter: @inlanetFB: facebook.com/inlanet
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Hispanic Marketing in the Digital Age
INLANET DIGITAL MARKETINGHANDS ON MARKET RESEARCH
Find out where your market is
Choose top competitors
Find and Analyze competitors
keywords
Find and Analyze competitors ads
Find and Analyze competitors
backlinks
Analyze competitors site
and history
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Hispanic Marketing in the Digital Age
INLANET DIGITAL MARKETINGHANDS ON CONVERSION