Ce diaporama a bien été signalé.
Le téléchargement de votre SlideShare est en cours. ×

The Multicultural Customer Experience: Localizing Your Marketing Campaign for the Untapped Hispanic Market

Publicité
Publicité
Publicité
Publicité
Publicité
Publicité
Publicité
Publicité
Publicité
Publicité
Publicité
Publicité

Consultez-les par la suite

1 sur 61 Publicité

The Multicultural Customer Experience: Localizing Your Marketing Campaign for the Untapped Hispanic Market

Télécharger pour lire hors ligne

The Hispanic population is the fastest growing, most connected audience on the planet. In today’s digital world, consumers expect a consistent and well branded omni- channel experience. The Hispanic population are early digital adopters, meaning your brand needs to be ahead of the curve when targeting this population.

You will learn:

-Why you should localize your marketing campaigns
-The media mix the Hispanic population is responding to
- How to assemble a strategy for and manage a multilingual campaign

The Hispanic population is the fastest growing, most connected audience on the planet. In today’s digital world, consumers expect a consistent and well branded omni- channel experience. The Hispanic population are early digital adopters, meaning your brand needs to be ahead of the curve when targeting this population.

You will learn:

-Why you should localize your marketing campaigns
-The media mix the Hispanic population is responding to
- How to assemble a strategy for and manage a multilingual campaign

Publicité
Publicité

Plus De Contenu Connexe

Diaporamas pour vous (20)

Les utilisateurs ont également aimé (20)

Publicité

Similaire à The Multicultural Customer Experience: Localizing Your Marketing Campaign for the Untapped Hispanic Market (20)

Plus récents (20)

Publicité

The Multicultural Customer Experience: Localizing Your Marketing Campaign for the Untapped Hispanic Market

  1. 1. • Where do we start? • Who are they? • The untapped opportunity • How to reach them? • Customer Experience Ecosystem • Key Takeaways • Q&A @RestrepoNow
  2. 2. FUNDAMENTALS @RestrepoNow
  3. 3. 90% of all online business is done in English 70% of web users are not Native English speakers @RestrepoNow
  4. 4. 20% of non-native speakers even Feel comfortable with an English-only platform 75% of non-native speakers Will not buy from an English only platform Nearly Only and @RestrepoNow
  5. 5. @RestrepoNow
  6. 6. UNDERSTANDING THE PERSONAIS KEY @RestrepoNow
  7. 7. Not to be confused with Latin Americans or the inhabitants of Hispanic America. US HISPANICS @RestrepoNow
  8. 8. More generally, it includes all persons in the United States who self-identify as Hispanic or Latino, descendants of Spanish-speaking countries of Latin America and the Iberian Peninsula. LET’S DEFINE @RestrepoNow
  9. 9. WHERE DO THEY COME FROM? @RestrepoNow
  10. 10. Spain, Argentina, Cuba, Colombia, Puerto Rico, Mexico, Dominican Republic, Costa Rica, Guatemala, Honduras, Nicaragua, Panama, El Salvador, Bolivia, Chile, Ecuador, Paraguay, Peru, Uruguay, and Venezuela. ESTIMATED 20 COUNTRIES OF ORIGIN @RestrepoNow
  11. 11. Most Hispanic Americans (90%+) are of Mexican, Puerto Rican, Cuban, Salvadorian, Dominican, Guatemalan, or Colombian origin. ARE NOT ONLY MEXICANS US HISPANICS @RestrepoNow
  12. 12. 56 million by 2016. It is projected to grow to 119 million by 2060 0 10 20 30 40 50 60 1960 1965 1970 1975 1980 1985 1990 1995 2000 2005 2010 THE HISPANIC POPULATION, BY NATIVITY POPULATION ESTIMATES IN MILLIONS U.S born Foreign born @RestrepoNow
  13. 13. 32% 26% 20% 19% 26% 25% 25% 20% 22% 21% 25% 20% 14% 21% 21% 27% 4% 7% 8% 13% Hispanic Black Asian White Younger than 18 Millennial adults (18-33) Gen X (34-49) Boomer (50-68) Silent/Greatest (69 and older) NEARLY SIX-IN-TEN HISPANICS ARE MILENNIALS OR YOUNGER PEW RESEARCH CENTER Note: Whites, blacks and Asians include only those who are single race and not Hispanic. Hispanics are of any race. Figures may not add to 100% due to rounding. Source: Pew Research Center analysis of 2014 American Community Survey (IPUMS). “The Nation’s Latino Population is Defined by its Youth” @RestrepoNow
  14. 14. 47% 6% 27% 26% 14% 37% 9% 24% 3% 7% Younger than 18 Millennial adults (18-33) Gen X (34-49) Boomer (50-68) Silent/Greatest (69 and older) NEARLY THREE-QUARTERS OF U.S.-BORN HISPANICS ARE MILLENIALS OR YOUNGER % AMONG HISPANICS U.S. Born Foreign Born PEW RESEARCH CENTER Source: Pew Research Center analysis of 2014 American Community Survey (IPUMS). “The Nation’s Latino Population is Defined by its Youth” @RestrepoNow
  15. 15. EVEN RELEVANT IS SPANISH ON THE WEB? WITH JUST ENGLISH?” “DO WE REALLY NEED SPANISH, OR CAN WE GET BY @RestrepoNow
  16. 16. Google illuminated clear U.S. Hispanic digital opportunities across many industries by sharing the growth in Spanish language search queries in the past year including: • Retail +210% • Telecom +107% • Health +80% • Skincare +75% • Food +70% • Automotive +65% • Beauty +65% MARKETERS, TAKE NOTE: @RestrepoNow
  17. 17. @RestrepoNow
  18. 18. “DO WE REALLY NEED TO TARGET U.S. HISPANICS? @RestrepoNow
  19. 19. ACCORDING TO A RECENT NIELSEN REPORT U.S. HISPANICS ARE ONE OF THREE RISING GROUPS OF SUPER CONSUMERS, @RestrepoNow
  20. 20. WHY “SUPER” CONSUMERS? $1.5 trillion in buying power in 2015, a 50% increase from 2010. These are the kinds of numbers that should have every marketer sitting up and taking notice @RestrepoNow
  21. 21. SEVEN ECONOMIC SECTORS BENEFITING THE MOST FROM U.S HISPANIC GROWTH FOOD (grocery and restaurants) REAL ESTATE (residential) TRANSPORTATION (automotive and airline) FINANCIAL SERVICES RETAIL (especially clothing and electronics) EDUCATION (higher education and technical schools) ENTERTAINMENT AND MEDIA INDUSTRIES @RestrepoNow
  22. 22. Digital media expenditures grew the fastest year over year at 18.3% with marketers investing nearly $700 million in Hispanic digital media. Who is leading the way? Here are the top 10 advertisers on US Hispanic websites according to Ad Age: 1. AT&T 2. Nissan 3. Procter & Gamble 4. General Motors 5. Fiat Chrysler 6. Verizon 7. Microsoft 8. American Express 9. Toyota 10. Core Digital Media @RestrepoNow
  23. 23. KEEP IN MIND NOT ALL US HISPANICS FIT THE SAME MOLD: Two ways to understand and segment: 1. Attitude-Based 2. Life Stage @RestrepoNow
  24. 24. Attitude-Based US Hispanic Segments @RestrepoNow
  25. 25. THE AMERICAN YARDSTICK HISPANIC DOMINANT • Predominantly speak Spanish at home • Most media consumption in Spanish • Foreign-born • Mean age 40 • Lived in the US seven years average Currently, marketers tend to divide Hispanics into three different categories: Hispanic Dominant, Bicultural and US Dominant. Offline, the sizing of these groups is reversed, with Hispanic Dominants representing 52% of the segment, Biculturals 19% and US Dominants 28% BICULTURALS • Speak both languages at home • Most media consumption in English • Foreign and US-born • Mean age 34 • Lived in the US 22 years average US DOMINANT • Speak English at home • Most Media consumption in English • US-born • Mean age 37 • Lived in the US 36 years average 23% 31% 46% @RestrepoNow
  26. 26. Life Stage @RestrepoNow
  27. 27. A DIFFERENT MEASURE YOUNG AND FREE 30% No kids Average 26 YO Single YOUNG FAMILY 17% 2 Kids (0-11) Average 33 YO Married MATURE FAMILY 23% 2 Kids (12-17) Average 40 YO Married PRIME OF LIFE 18% No Kids Average 41 YO Married EMPTY NESTER 13% Kids 18+ Average 57 YO Married Segmentation by life stage provided another way to understand the values and interests of Hispanics, based on their preferences and behaviors, which are not necessarily unique to their cultural background or acculturation level. @RestrepoNow
  28. 28. HISPANICS LOVE AND TRUST THE INTERNET Hispanics are more enthusiastic about the benefits of the internet than the General Market – so much so that they have more confidence in online product ratings than the opinions of their friends. 72%Product Rating Sites 28% Friends’ Opinions @RestrepoNow
  29. 29. YOUNG HISPANICS LOG ON MOST Online Hispanics are younger than their offline counterparts, who are also more likely to be empty nesters. 77% 66% 56% 60% 33% 23% 34% 44% 40% 67% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Young and Free Young Family Mature Family Primer of Life Empty Nesters ONLINE OFFLINE @RestrepoNow
  30. 30. THEIR PURCHASE PROCESS THE INTERNET INFORMS Hispanic consumers view the internet as a very important information source in the purchase decision-making process. They look to the internet to learn about products, brands, features, stores and pricing. 70% 75% 80% 85% 90% 95% Start learning process Learn about brands Learn about features Get advice on what to buy Where to buy Compare prices Make final decision Hispanic General Market @RestrepoNow
  31. 31. HEAVY RELIANCE ON MOBILE DEVICES Hispanics are much more likely to get online using a mobile device. Hispanic mobile phone owners are more likely than Anglo mobile phone owners to access the Internet — 40 percent vs. 34 percent — from their phones according to the Pew Hispanic Center. @RestrepoNow
  32. 32. HOW DO THEY SHARE THENEXT COOL THING? @RestrepoNow
  33. 33. CATCHING THE VIRAL BUG Power users are also highly influential in their communities, spreading the word about deals (91%) or the latest entertainment news (87%). They are content creators and use the web to broadcast their point of view, while mainstream Hispanics are more traditional in how they communicate with others. 79% 38% 64% 52% 68% 28% Via email Over the phone/ in-person IM to friends / family Write a blog Social networking site Write a review on a review site POWER USER 91% 55% 51% 21% 55% 6% MAINSTREAM HISPANICS
  34. 34. FIRST RULE… FOR US WEBSITES ENG/ESP option should be AND not OR. @RestrepoNow
  35. 35. WHO WILL USE WHAT… @RestrepoNow
  36. 36. A NEW PERSPECTIVE THE IMPORTANCE OF LIFE STAGES 3.20% 28.40% 34.40% 43.10% 18.80% 96.80% 71.60% 65.60% 56.90% 81.20% Young and Free Young Family Mature Family Prime of Life Empty Nesters Spanish English If we look at the language preference for websites by life stage. English marketing messages are favored by virtually all of the youngest Hispanics and most of the other market segments. This has important implications for marketers, who should always take into consideration their target segment’s needs and passions before determining the appropriate language/media mix. Marketers should always take their target audience’s life stage into account before determining the language/media mix.
  37. 37. MEDIA CONSUMPTION BY SEGMENTS ONLINE HISPANICS PREFER ENGLISH LANGUAGE ONLINE MEDIA Most Hispanics consume online media in English – even Hispanic Dominants. This reflects the greater availability of English language sites. This is not unexpected, as 27.6% of web content is created in English, with Chinese second at 22.1% and Spanish a distant third at 7.9% 14.36 12.42 20 9.3 2.5 3 Hispanic dominant Bicultural US dominant Hours Online in English Hours Online in Spanish
  38. 38. A TIE BETWEEN TONGUES ONLINE HISPANICS SEEK OUT THE BEST EXPERIENCE 0 15 30 45 60 0 15 30 45 60 Keep Up with Home Country News Entertainment News Follow Passions & Hobbies Keep Up with US News Financial Information Research Purchases The chart shows the language patterns among consumers who prefer Spanish. Clearly, they will consume similar types of content in both languages. This suggests that Online Hispanics are not opting for one language over the other. Rather, they’re looking for the best online experience regardless of language. % Consume content in English multiple times per week % Consume content in Spanish multiple times per week
  39. 39. QUALITY MATTERS HISPANICS DISTRUSTFUL OF SPANISH LANGUAGE SITES One of the reasons why so many Hispanics prefer English content is their mistrust of sites in Spanish, which often are little more than literal translations of English content. Only 3% of respondents found Spanish language sites more trustworthy and useful than those in English, leaving an important percentage of the Hispanic segment feeling undeserved. 3.1%I trust the Spanish site more Spanish site has more useful information 2.8%
  40. 40. @RestrepoNow
  41. 41. CAN YOU SAY IT IN ENGLISH? In general, Hispanics recognize the disparity between the availability of English and Spanish language content. They perceive English sites as more comprehensive, detailed and useful than Spanish-language counterparts. This belief is prevalent across all levels of acculturation and life stages. 25.30% 23.10% 21.10% 17.90% 8.80% Can't do all the same things on Spanish site The English site is better / more comprehensive English site has more detail than the Spanish Site English site has more useful information English site has better deals than the Spanish
  42. 42. WHEN SPANISH IS PREFERRED… DO IT WELL Those who prefer Spanish marketing find that tailored content makes them feel closer to home. They also favor a meaningful transcreation over a literal translation of an English site. 51.9 24 44 47 75 56 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% It's more important than just straight translation It takes into account my ties to home country It reflects my experience in the US It Matters Very Important
  43. 43. APPEARANCE COUNTS BE RESPECTFUL WITH CREATIVE EXECUTIONS, IMAGES 40.80% 57% For those who prefer Spanish Marketing For those who prefer English marketing Media representation issues become more important for more acculturated and younger Hispanics. Imagery should be carefully selected to provide positive identification with culture without stereotyping.
  44. 44. SUMMARY UP TO NOW 1HISPANICS ARE INFLUENCING THE MAINSTEAM Online Hispanics have proven to be tech-savvy media trendsetters. 2LIFE STAGE IS KEY Your language/media mix should be based on the life stage of your consumer. 3TAILOR YOUR MESSAGE TO THEIR EXPERIENCE Hispanics prefer messaging that takes into account their backgrounds and experiences.
  45. 45. WHAT IS CUSTOMER EXPERIENCE? • Customer Experience: It’s about giving consumers a consistent, well-branded omni-channel experience. – Branding, look, feel, and voice should be the same from social media, to websites, to apps… all this should happen as a consequence of thorough research and understanding. @RestrepoNow
  46. 46. WHY SHOULD YOU LOCALIZE? • TRANSLATION vs. TRANSCREATION @RestrepoNow
  47. 47. Be authentic and human-centered CULTURAL VALUES LEARN TO EMBRACE @RestrepoNow
  48. 48. @RestrepoNow
  49. 49. Listening + Analytics Engagement Publishing Content Creation Measure & Optimize What is your audience saying about your brand? What do they care about? Influencers? Stats? Where to focus? Publish your content on the right platform, at the right time, in the right language and re-engage your audience Create insightful, global, yet locally relevant content Build engagement based on real Global insights, User Generated Content and Storytelling DIGITAL ECOSYSTEM @RestrepoNow
  50. 50. DIGITAL ECOSYSTEM ADVERTISING • Banners • Displays • Paid • Endorsement INFLUENCER ENGAGEMENT • Response • Advocacy • Loyalty PARTNERSHIPS • Co-branding • Digital Influencers CONTENT • Build trust • Educate • Curate • UGC • Reviews • Location-Based Services DIGITAL PROPERTIES • Catalog • Websites • Blog • Mobile • Email • Apps SOCIAL EMBASSIES • Facebook • Twitter • YouTube • Instagram • LinkedIn • Pinterest • Google+ @RestrepoNow
  51. 51. • Prioritize the following: – Web pages – Mobile – SEO – Paid Media – Social media – Content DESIGN YOUR MEDIA MIX WHAT WOULD A MEDIA MIX LOOK LIKE FOR THIS POPULATION?
  52. 52. SEO • Spanish language searches are on the rise – increasing from about 65% to 200% across key categories such as auto, food, beauty, etc. • Do your research – find out what keywords are important to your community @RestrepoNow
  53. 53. WHAT IS RELEVANT CONTENT? @RestrepoNow
  54. 54. Create relevant online content for the U.S. Hispanics; topics they care about or that are unique to them. Appeal to their cultural sensibilities like food, traditions, holidays and family. Sports Bilingual | 2515 likes | 46 shares | 28 comments PRODUCT FEATURES RELEVANT TOPICS AND 1 @RestrepoNow
  55. 55. Reflect the Hispanic culture in a tasteful and identifiable way. Users relate and identify with people who talk and seem “just like them”. VISUALS 2
  56. 56. While not as important as culture, language does matter. For some U.S. Hispanics consumers, Spanish and bilingual content online are still signals that you want to engage with them. Localize culturally relevant content. LANGUAGE 3 @RestrepoNow
  57. 57. U.S. Hispanics value culturally appealing entertainment. Consider including Hispanic music and video content. Evoke to emotions by sharing anecdotes and Hispanic stories. ENTERTAINMENT 4
  58. 58. U.S. Hispanics want to hear from people like them, whether it’s a celebrity, a YouTube profile or another influencer online. INFLUENCERS / TESTIMONIALS4 @RestrepoNow
  59. 59. KEY TAKEAWAYS @RestrepoNow - Understand the fundamentals. English rules the web, but there's opportunity in LAS (Latin American Spanish). - Not all US Hispanics are the same, not all are Mexicans, not all in the same stage, not all with the same attitude. - Mobile is a priority. - If you're going to use Spanish make sure your content is useful and relevant! Build trust in Spanish. - Translation is not equal to transcreation. - Start by listening to your audience and start the transformation of your digital ecosystem piece by piece. Prioritize! - For US website and content strategies ENG/ESP should be AND not OR.
  60. 60. 20 YEARS Of expertise in language Forbes Most TRUSTWORTHY Company #1 LANGUAGE SERVICE PROVIDER By Common Sense Advisory One Global LEAN SIX SIGMA Methodology 250+ Languages #1 GLOBALIZATION COMPANY

×