Anita's Multicultural Marketing Blog: Engaging Hispanics Via Mobile: Speak Their 'Edioma'

Tuesday, February 3, 2009

Engaging Hispanics Via Mobile: Speak Their 'Edioma'

In this article on MediaPost by Joseph Kutchera, it talked about how more Hispanics and other Spanish-speakers around the world first experience the Internet via their cell phones. Interestingly? Not. Because they lag behind the general population for Internet access and many will first go online via their cell phones.
According to comScore m:metrics, 71% of Hispanics consume content on cell phones compared to the market average of 48%. In addition, Hispanics tend to notice and respond well to ads on cell phones. Nielsen's recent "Mobile Advertising Report" highlighted that Hispanic data users are more likely to recall seeing ads on mobile phones (41% compared with 30% of non-Hispanics) and more likely to have responded (22% vs. 13%).

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Understanding The U.S. Multicultural and Women Market And It's Business Potential

Four major changes have occurred in the U.S. market over the last 10 years:

- First, demographic shifts resulting in increased ethnic and women buying power which have motivated more marketers to target these emerging consumers.

- Second, the growth of technology allowed the young and diverse consumers to have access and share any information that speaks to their "core" lifestyle needs (closing the gap).

- Third, in the U.S. there has been a shift in political participation and influence from diverse groups.

- Lastly, globalization calls for U.S. professionals to have a better handle on how international emerging markets influence the domestic markets and vice versa.

The current market landscape requires marketers and advertisers to address the U.S. consumer market with products and messaging tailored to each market segment.

Let's explore these opportunities and share best practices through this blog.