Entravision Digital Blog

US Hispanics: Trendsetters on TikTok and Beyond

Mon, 25 Mar 2024 18:00:24 GMT

One noteworthy insight gleaned from recent data is the remarkable tendency of US Hispanics to kickstart product searches on TikTok, more than double compared to their non-Hispanic counterparts. This shows the growing influence of social media platforms, particularly TikTok, in shaping the preferences and purchasing decisions of the Hispanic community.

Google vs. Amazon: Navigating the Choice

Despite Google's stronghold in the digital domain, data indicates a marginal preference among US Hispanics for Amazon when it comes to product searches and research. While 44% of US Hispanics opt for Amazon, slightly less than the 49% of non-Hispanics, the e-commerce giant maintains its dominance across both demographics. Still, this divergence underscores the nuanced shopping inclinations within the Hispanic community.

Delving into Platform Preferences

A deeper look into the data shows a diverse spectrum of platforms favored by US Hispanics for product searches and research. While Amazon and Google lead the charge, TikTok emerges as a formidable contender, capturing the attention of 8% of US Hispanics compared to just 3% of non-Hispanics. Instagram and Reddit also garner modest shares among US Hispanics, reflecting their multifaceted preferences.

SEO Strategy Implications

These findings have significant implications for businesses that want to optimize their SEO strategies and captivate US Hispanic consumers. Integrating TikTok into marketing endeavors is a great way to engage with them and leverage their penchant for social media-driven product exploration. Similarly, prioritizing visibility on Amazon and Google is very important, given their widespread usage among US Hispanics.

Unlocking TikTok SEO: Five Expert Tips

Keyword Research: Conduct meticulous keyword research to find terms and phrases that hit home with your target audience. Use tools like TikTok's search bar, Google Trends, or keyword research tools to uncover trending hashtags and keywords relevant to your niche or industry.

Craft Engaging Content: Focus on creating high-quality, captivating content tailored to your audience's interests. Utilize eye-catching visuals, compelling narratives, and trending sounds to engage viewers. Aim for consistency in posting, with TikTok recommending one to four video uploads daily to gauge audience preferences.

Strategic Hashtag Use : Integrate relevant hashtags into your video captions to enhance content visibility and reach. Balance a mix of popular and niche-specific hashtags to broaden audience reach, and consider creating branded hashtags to foster community engagement. Aim for four to six relevant hashtags per caption, with one being your branded hashtag for brand visibility.

Encourage Interaction: Foster viewer interaction by prompting likes, comments, shares, and follows. Engage with your audience by responding to comments, participating in challenges, and utilizing TikTok's duet and stitch features for collaboration. Enhanced engagement means improved content visibility within TikTok's algorithm.

Optimize Your Profile : Ensure your TikTok profile is fully optimized with relevant keywords, an engaging bio, and a captivating profile picture. Strategically incorporate keywords into your username, bio, and video captions to enhance discoverability and attract relevant followers.

By implementing these expert tips, businesses can effectively optimize their TikTok content for SEO, boost engagement, and build meaningful connections with the US Hispanic audience.

Unlocking the Latino Vote: Tips for Engaging Hispanic Voters in the 2024 Political Season

Mon, 04 Mar 2024 16:39:03 GMT

As the political landscape readies itself for what’s coming in 2024, campaigns across the nation are gearing up for what promises to be a wild year. With contested races, growing voter unpredictability, and the possibility of a presidential rematch looming large, every demographic group will wield significant influence. Among them, Latinos stand out as the fastest-growing and youngest electorate, poised to play a pivotal role in shaping the outcome of key battleground states.

With over one million new Latinos reaching voting age annually, the demographic explosion within this community underscores its importance in the upcoming elections. To sway the Latino electorate in their favor, political campaigns must make an effort to build early and authentic relationships. Understanding the unique behaviors and preferences of Latino voters is critical.

Engaging Latino Voters: Key Insights

Undecided Voters:

A significant portion of Latino voters – 37% – remain undecided, yet to align themselves with a presidential candidate. This indecision is a prime opportunity for political campaigns to capture hearts and minds through targeted outreach and compelling messaging.

Influence of Friends & Family:

For over one in four Latino voters, the opinions of friends and family hold considerable sway in their voting decisions. Recognizing the importance of community and familial ties, campaigns must create narratives that appeal to Latino families.

Early Voting Intentions:

A staggering three in five Latinos express their intent to vote early, whether in person or by mail. This proactive approach shows the community's commitment to civic engagement and highlights the importance of early outreach efforts by political campaigns.

Source: Coleman Insights National Political Plan Developer Study, 12/21/23 - 1/16/24 (Las Vegas, McAllen, Phoenix, San Diego, and Denver)

These insights, gained from extensive research conducted across key Latino demographics, provide invaluable guidance for political campaigns seeking to mobilize and engage the Hispanic electorate effectively. By understanding the nuanced preferences and behaviors of Latino voters, campaigns can tailor their strategies to be more authentic and build lasting connections.

Creating a Winning Strategy

Early Engagement:

Start early and build rapport with Latino communities through grassroots organizing, culturally relevant messaging, and community outreach initiatives. Establishing trust and familiarity early on is crucial for securing support and mobilizing voters.

Amplifying Familial Connections:

Make the most of the influence of friends and family networks by incorporating testimonials, personal anecdotes, and endorsements from trusted community figures. Emphasize shared values, experiences, and aspirations to make genuine connections with Latino voters.

Promoting Early Voting:

Encourage early voting by providing accessible information about voting options, registration deadlines, and polling locations. Develop targeted campaigns to educate and empower Latino voters to participate in the electoral process actively.

Cultivating Cultural Competence:

Invest in cultural competency training for campaign staff and volunteers to ensure respectful and effective engagement with Latino communities. Embrace cultural nuances, traditions, and language preferences to communicate authentically and build trust.

As we start the journey to the 2024 elections, political campaigns must prioritize the Latino electorate as a cornerstone of their strategies. By recognizing the diversity, influence, and voting behaviors within the Latino community, campaigns can position themselves for success and harness the full potential of this critical demographic group.

Together, let's navigate the path to electoral victory, one meaningful connection at a time.

Get in touch

Entravision, the second largest Spanish-language media company in the United States, has been connecting with Latino audiences for over two decades with a unique integrated media portfolio concentrated across the West to Southwestern states that includes 90+ owned & operated TV and radio stations, local news, digital, social media and events.

By leveraging the reach of our media, Entravision will inform and educate our audiences in order to boost Latino voter turnout to unprecedented levels.

If you would like to learn more about our digital solutions, feel free to reach out and contact us!

Navigating 2024: Unraveling Digital Marketing Trends and Unintended Outcomes

Tue, 06 Feb 2024 18:06:53 GMT

Ever since the tail end of last year, my inbox has been flooded with emails prophesying the imminent trends in digital marketing, advertising, SEO, AI, and the like for 2024. I'm talking about more than 50 emails, and it got me thinking – why not save you some precious time and put it all into an easily digestible summary, highlighting the most important insights?

Now, let's set the record straight; not everything touted as a 'trend' is, in fact, a trend. Some are more like consequences, inevitable outcomes of things set in motion. Before we get into the specifics, let's take a look at the definition of the word itself.

According to the Oxford Dictionary, a trend is a general direction in which a situation is changing or developing. On the flip side, a consequence is a result of something that has happened, especially an unpleasant result.

Case in point – the so-called "trend" of brands fervently building first-party audiences, spurred by Google waving goodbye to cookies this year. That seems more like a consequence, an inevitable outcome of a development in the digital realm. It's the first point on the list, and it's worth questioning.

But enough foreplay, let's analyze these supposed trends and consequences for 2024.

Digital Ad Spend Holds Steady

As the realm of digital ad spending matures, we're anticipating a change – one of slow but steady growth. Unlike the tumultuous ups and downs of the past, the digital advertising market is set for a more predictable journey ahead.

The Rise of Cohesive Digital Experiences

2024 marks a milestone: non-pay TV viewers in the US have outnumbered their traditional pay TV counterparts, creating a huge shift. Insider Intelligence forecasts a widening gap, and the call for more seamless digital experiences is louder than ever. It's not just about navigating content fragmentation; it's about creating user-friendly havens amid the chaos.

Ad-Supported Streaming Takes the Limelight

Enter the era of ad-supported streaming, with Prime Video leading the charge and Apple poised to follow suit. It's a shift that aligns with the change in viewer preferences, marking a pivotal moment in streaming.

Cross-Pollination in Walled Gardens

Picture smaller walled gardens mixing in with their larger counterparts. Google Ad Manager dances with X (formerly Twitter), while Pinterest and Snapchat strike deals with Amazon. Walled gardens, for the first time since crystal ball gazing began, are losing part of the programmatic digital display ad spend. Why? Retail media is claiming a more significant share, prompting smaller gardens to seek refuge in partnerships with the bigger players. The next in line for this dance? Reddit, predicted to waltz into alignment with a larger walled garden next year.

AI's Ongoing Symphony

Picture this: AI, the virtuoso of our digital orchestra, continuing to compose masterpieces in creativeness and media planning. It's not just a trend; it's a steady beat that promises to echo throughout the marketing world.

Social Shopping Soars, Courtesy of TikTok

Enter the era of social shopping, propelled largely by TikTok's influence. According to Toccara Karizma, CEO of Karizma Marketing, TikTok's social commerce sales surged to a staggering $53.1 billion in 2023, marking a 34% increase. Brace yourselves for brands riding this wave by showcasing products on TikTok Shop through micro-influencers, expanding their reach in this digital marketplace.

Short-Form Videos: Beyond Mobile and Onto the Big Screen

Short-form content, once synonymous with mobile, is now breaking free. Viewers are embracing short-form videos on their CTVs, with YouTube Shorts witnessing a remarkable 75% growth in the US and an impressive 100% globally. It's a testament to the versatility of vertical content, captivating audiences even in horizontal formats.

AI Marketing Automation: Paving the Way for Micro-Campaigns

AI's role in marketing automation is set to advance further, from automated email sends to social posts. Brace yourselves for the ability to pivot easily, run more micro-campaigns, and deliver to smaller segments, offering a more tailored and efficient marketing approach.

Predictive Analytics: A Glimpse into the Future of Marketing

Predictive analytics, while nothing new, is evolving with each passing year. AI is set to enhance predictive capabilities, offering more accurate predictions and better product recommendations. Companies can leverage advanced predictive analytics to forecast sales, predict campaign performance, and tailor their strategies for specific audiences and terms.

Voice-Based Shopping: A Revolution

As AI keeps moving, voice-based shopping is becoming ever more popular. The adoption of voice-based search for payments has already begun, with 27% of US-based consumers using it in 2022. This upward trend is expected to continue, making voice-based experiences a cornerstone of marketing strategies.

AI-Generated Video: The Next Frontier

If 2023 was the year of AI-generated text and images, 2024 promises the maturation of AI video models. AI-generated videos, transitioning from experimental to lifelike, are set to become a reality. Platforms like TikTok are already experimenting with AI-driven audio creation, signaling a new era in multimedia content creation.

Podcasts Take the Crown Over Blogs

In the realm of content consumption, podcasts are taking the throne, surpassing the popularity of blogs. As audio content gains prominence, businesses need to reconsider their content strategies to align with this changing preference.

Apple's DSP Ambitions: A Game-Changer

The tech giant Apple is gearing up for a significant move in the advertising space with the introduction of its demand-side platform (DSP). This strategic step aligns with Apple's broader ambitions to strengthen its ad tech stack, establishing itself as a formidable player in advertising.

Quality Content and Google's E-A-T Criteria

Google is placing a premium on quality content. The search engine giant is emphasizing firsthand knowledge, perspectives, and the crucial elements of E-A-T – Experience, Expertise, Authoritativeness, and Trustworthiness. Brands that align with these criteria will find that they have a better position in the digital hierarchy.

B2B Influencers Rise on LinkedIn

Lastly, the rise of B2B influencers is obvious, with CEOs taking the lead by sharing content on their LinkedIn profiles. This trend shows the growing importance of leveraging LinkedIn influencers and video content from industry leaders for B2B success.

As we navigate the changes of 2024, stay tuned for more insights and strategies to ride the waves of change. The digital horizon is vast and the opportunities endless – let's explore together.

Sources :

Conductor, The 2024 State of SEO Report , January 2024.
eMarketer, Advertising Trends to Watch in 2024 , November 2023
Insider Intelligence, 7 trends for advertisers to watch in 2024 , December 2024.
Neil Patel, Webinar: Top 5 Digital Marketing Trends For 2024 , January 2024.
Search Engine Journal, 21 SEO Experts Offer Their Predictions For 2024 , December 2024.
SemRush, The Vision of a New Social Era , January 2024.
SuperHumanAI
Wordstream, 2024 Digital Marketing Trends , January 2024.
Wordstream, 7 AI Marketing Trends for 2024 & What They Mean for You , January 2024.
Youtube Email: Internal Data, US, January - September 2023 &2 Internal Data, Global, January - September 2023.

Insights and Marketing Ideas for Local Businesses in Hispanic Communities

Fri, 26 Jan 2024 21:20:35 GMT

In the ever changing landscape of local businesses, understanding and appreciating the many layers of Hispanic culture within the United States is not just advantageous – it's essential. It goes beyond mastering the core functions of your business and employing effective tools; it's about being aware of the cultural trends that can help to sustain growth and build enduring connections.

As the person responsible for the success of your business, you're not just moving toward objectives; you're navigating within a broader context. Recognizing and embracing the influence of Hispanic culture isn't just a choice; it's strategically important.

The upcoming U.S. Census projections are very convincing: by 2060, over 1 in 4 Americans will be of Hispanic descent . The question isn't just about your business existing; it's about keeping up with a fast changing demographic landscape. Are you ready for that future? The answer lies in understanding and effectively engaging with the Hispanic community.

Right now , Hispanics make up 19.1% of the U.S. population, and projections indicate that this figure will increase to 26.9% within the next four decades.

At the same time, the non-Hispanic white population is anticipated to decline from 58.9% to 44.9% by 2060.

These statistics show the undeniable influence of the Hispanic community, making it vital to ensure that your business appeals to this rapidly growing segment.

And do you know the top priority for most Hispanics?

Family.

A universal truth for US Hispanics is the search for holistic wellbeing and family is at the top of the list.

Take this research from Culturati Research & Consulting ( visit research article here ) highlighting top life priorities for Hispanics:

Providing for family 86%
Spending time with family 84%
Taking care of their health 84%
Having a home they feel proud of 79%

To ride these demographic waves successfully, your business must craft content that crosses cultural boundaries and really strikes a chord with the Hispanic community. It's about creating a dialogue, making connections, and establishing a brand presence that not only acknowledges but celebrates Hispanic heritage.

In our pursuit of understanding and embracing the fascinating tapestry of Hispanic culture within the U.S., let's delve deeper into some important insights from the MRI Simmons Study Fall . These seven attitudes among Hispanics regarding their culture not only provide a nuanced understanding but also serve as guidance for businesses aiming to authentically connect with this demographic.

It is important for Hispanic parents to teach Spanish to their children to help keep Hispanic culture alive: 90.7%
Family reunions are important: 81.2%
They enjoy sharing their Hispanic/Latino heritage with other Hispanic/Latinos: 71.5%
They keep objects at home that remind them their Hispanic heritage: 71.5%
They like to share their Hispanic heritage with their non-Hispanic friends: 69%
They believe that companies who advertise in Spanish respect their culture 63.1%
Often celebrate holidays from Hispanic countries 57.4%

Source: MRI-Simmons, 2023 Fall MRI-Simmons USA, field dates: 9/1/22-10/16/23. Percentages include those completely or somewhat agree with statement.

Marketing Techniques for Local Businesses to Connect with Hispanic Communities

Here some ideas:

Teaching Spanish to Children (90.7%):
Tactic: Local language classes or workshops for parents and children.
Example: A local bookstore hosts weekly bilingual storytime sessions for children, encouraging language learning in a community-friendly environment.

Importance of Family Reunions (81.2%):
Tactic: Sponsor or organize community events that encourage family participation.
Example: A local restaurant offers special family reunion packages with discounted group meals, creating a welcoming space for family gatherings.

Sharing Heritage with Other Hispanics (71.5%):
Tactic: Collaborate with community organizations to host cultural exchange events.
Example: A local clothing store partners with a cultural center to organize a fashion show featuring traditional attire, promoting community unity.

Objects Reminding of Hispanic Heritage (71.5%):
Tactic: Create branded merchandise that reflects local Hispanic heritage.
Example: A local brewery designs limited-edition labels with culturally significant symbols, connecting the product to the community's heritage.

Sharing Heritage with Non-Hispanic Friends (69%):
Tactic: Host inclusive events or workshops that showcase Hispanic traditions.
Example: A local art gallery organizes a painting class themed around Hispanic folklore, encouraging both Hispanic and non-Hispanic participants to engage in cultural conversations.

Belief in Companies Advertising in Spanish (63.1%):
Tactic: Implement bilingual marketing materials and advertisements.
Example: A local grocery store creates bilingual signage and advertising campaigns, showing inclusivity and respect for the Hispanic community.

Celebrating Holidays from Hispanic Countries (57.4%):
Tactic: Organize events or promotions around major Hispanic holidays.
Example: A local bakery introduces a special line of pastries during Hispanic Heritage Month, attracting customers celebrating the occasion.

General Strategies for Local Businesses:

Community Partnerships:
Forge partnerships with local Hispanic organizations, schools, or cultural centers to strengthen ties and gain insights into community needs.

Social Media Engagement:
Utilize social media platforms to share stories, highlight cultural events, and engage with the community.

Inclusive Marketing Campaigns :
Develop marketing campaigns that showcase diversity and inclusivity, resonating with the cultural values of the Hispanic community.

Bilingual Customer Service:
Ensure that customer service is bilingual to create a more inclusive and welcoming environment.

Cultural Sensitivity Training:
Train staff on cultural sensitivity and awareness to enhance customer experiences.

By incorporating these techniques, local businesses can authentically connect with the Hispanic community, and in doing so create trust, loyalty, and a sense of belonging.

Get in touch

It’s vital to remember managing your Hispanic digital advertising campaigns is much easier when you have an in-house marketing team or can collaborate with a full-service digital agency to support your goals.

At Entravision, we have an experienced team of dedicated specialists working on Hispanic digital advertising. Our aim with every campaign is to consider each product and service our clients offer on a case-by-case basis. Our team of specialists work with different tools and platforms to monitor and manage their work, to ensure our results meet the client’s set goals.

If you would like to learn more about our operations and services, feel free to reach out and contact us !

Hispanics and the Podcast Revolution: A Deep Dive into Listening Habits and Marketing Opportunities

Mon, 15 Jan 2024 22:19:20 GMT

In recent years, podcasts have surged in popularity, becoming a staple in the media consumption habits of millions worldwide. Among these avid listeners, Hispanics stand out for their ever increasing engagement with this audio format. Let's take a look at this rising trend of podcast listening among Hispanics, as well as some intriguing facts about the evolution of podcasts in the US, and a few innovative marketing strategies tailored for this audience.

Hispanics: A Growing Force in Podcast Listening

Hispanics in the US have embraced podcasts with enthusiasm, contributing to the medium's growth and diversification. Recent data reveals fascinating insights into their podcast listening habits:

Increased Engagement : Over 60% of Hispanic podcast listeners are tuning in more frequently and exploring a wider variety of podcast titles than ever before.
Diverse Listening Habits : While 62% are checking out more podcast titles, 34% maintain their listening habits, and only 4% are tuning in less frequently.

This pattern of increased engagement and diverse preferences shows how popular podcast listening is becoming among the Hispanic community and the role they play in shaping the podcast landscape, leading to new avenues for content creators and marketers to get stuck into.

Why Are Podcasts Appealing More to Hispanics Now?

There are several reasons behind the growing popularity of podcasts among Hispanics.

Cultural Connection: Podcasts that relate to Hispanic culture, featuring stories, discussions, and music reflective of their heritage, seem to strike a chord with listeners.
Diverse Content: The many podcast genres and topics available cater to varied interests, letting Hispanics find content that appeals to them.
Convenience and Accessibility: The on-demand nature of podcasts enables listeners to consume content at their convenience, making it easy to fit into their day-to-day.

Marketing Opportunities in Podcast Advertising

As Hispanics continue to embrace podcasts, there are plenty of opportunities for marketers to enhance brand awareness and recognition:

Targeted Advertising : Using programmatic advertising, marketers can effectively target Hispanic listeners across diverse podcast platforms, ensuring precise reach and engagement.
Sponsored Content : Collaborating with podcast creators to sponsor episodes aligns brands with relevant content, encouraging organic connections with Hispanic audiences.
Branded Segments : Creating branded segments within podcasts offers a platform to deliver tailored content and insights that stand out to Hispanic listeners.
Collaborative Initiatives : Partnering with Hispanic influencers, artists, or organizations to co-create podcasts amplifies brand reach and relevance within the community.
Interactive Engagement : Incorporating interactive elements, such as contests or giveaways, within podcasts increases listener engagement and fosters brand interaction.

10 Intriguing Podcast Facts from the US

First Podcast: "The Daily Source Code," hosted by Adam Curry, is often credited as the first podcast, airing in 2004.
Mainstream Recognition: In 2014, the term "podcast" was declared the word of the year by the New Oxford American Dictionary.
Serial Phenomenon: The podcast "Serial" became a cultural phenomenon in 2014, sparking widespread interest in true crime podcasts.
Prolific Growth: As of 2021, there were over 1.75 million podcast shows and 43 million episodes available.
Joe Rogan Experience: With millions of listeners, Joe Rogan's podcast is among the most popular globally, highlighting the medium's influence.
Revenue Surge: Podcast advertising revenue in the US is projected to surpass $1 billion by 2021, showing some serious growth.
Celebrities Joining In: Numerous celebrities, including former President Barack Obama and Prince Harry, have launched their own podcasts, amplifying the medium's appeal.
Educational Impact: Educational podcasts have gained traction, offering valuable insights across diverse subjects, from history to science.
Global Reach: Podcasts transcend borders, with content creators and listeners from around the world contributing to their global appeal.
Innovative Formats: From narrative storytelling to investigative journalism and talk shows, podcasts offer diverse formats to cater to varied audience preferences.

10 Hispanic Marketing Ideas for Podcast Advertising

Taking advantage of the power of podcasts, marketers can craft tailored strategies to enhance brand awareness and recognition among Hispanic listeners:

Cultural Relevance: Develop podcast content that will be appreciated by Hispanics, featuring stories, music, and discussions that reflect their heritage.
Localized Content: Partner with local influencers and creators to produce region-specific podcasts that appeal to Hispanic communities.
Programmatic Advertising: Use programmatic advertising to target Hispanic listeners across various podcast platforms, ensuring the best possible reach and engagement.
Example: Place ads on popular Hispanic-focused podcasts during peak listening hours to maximize visibility.
Sponsored Episodes: Collaborate with podcast creators to sponsor episodes that align with your brand's values and truly reach Hispanic audiences.
Interactive Campaigns: Launch interactive campaigns within podcasts, such as contests or giveaways, to encourage listener engagement and brand interaction.
Testimonials and Reviews: Feature authentic testimonials and reviews from Hispanic customers within podcasts, showcasing your brand's impact and credibility.
Branded Segments: Create branded segments within podcasts that offer valuable insights, tips, or entertainment made for Hispanic listeners.
Collaborative Partnerships: Partner with Hispanic influencers, artists, or organizations to co-create podcasts that amplify your brand's reach and relevance.
Audience Feedback: Encourage audience feedback and participation within podcasts, creating a sense of community and building brand loyalty.
Measurement and Optimization: Continuously monitor and optimize your podcast advertising campaigns to ensure they pique the interest of Hispanic listeners and deliver measurable results.

Hispanics are helping shape the future of podcasting with their growing engagement and diverse listening habits. By understanding their preferences and leveraging innovative marketing strategies, brands can create deeper connections, drive engagement, and unlock new growth opportunities in this dynamic audio medium. Embrace the podcast revolution and explore the myriad ways to captivate Hispanic audiences through compelling content and targeted advertising campaigns.

Get in touch

It’s vital to remember managing your Digital Audio advertising campaigns is much easier when you have an in-house marketing team or can collaborate with a full-service digital agency to support your goals.

At Entravision , we have an experienced team of dedicated specialists working on Digital Audio advertising. Our aim with every Digital Audio campaign is to consider each product and service our clients offer on a case-by-case basis. Our team of specialists work with different tools and platforms to monitor and manage their work, to ensure our results meet the client’s set goals.

If you would like to learn more about our operations and services, feel free to reach out and contact us !

Hispanic Marketing 2024: Top Branded Content Ideas for Success

Thu, 04 Jan 2024 17:26:21 GMT

Intriguing Branded Content Ideas to Start off 2024 Right

In the ever dynamic realm of Hispanic marketing, if you want to stay relevant you have to continually innovate and engage with audiences. With the first quarter of 2024 already upon us, let's take a look at some potent branded content ideas that are guaranteed to resonate with the Hispanic community's unique cultural nuances and preferences.

1. Resolutions for Good: A Fresh Start for 2024

Un Buen Comienzo para cambio a largo plazo (A Good Start for long term change)

As the new year begins, hopes are high. Resolution-specific content offers a blend of inspiration and practical guidance:

Food, Exercise, and Commitment: Dive into a series that makes health more attractive and accessible. Think video snippets showcasing simple exercises and diet plans that appeal to the Hispanic lifestyle.
Resuelve a obtener Paz Interna (Inner Peace Resolutions): Beyond physical health, mental well-being is just as crucial. Content focusing on meditation techniques and self-help book recommendations can guide audiences towards a more balanced lifestyle.

2. Valentine's Day: Celebrate Love the Hispanic Way

3. President’s Day: Driving Deals and Family Time

A Comprar Carro Se ha Dicho (Let’s buy a Car)

The allure of long weekends and sales:

Vibrant Video Campaigns: Make the most of the excitement of President’s Day vehicle sales. Create visually rich content, bringing together sales promotions and fun-filled narratives.
¡Nos Vamos de Puente! (Three day weekend!): Celebrate family time with evocative vignettes and activities focusing on the significance and stories behind Presidents Day.

4. Lent Traditions: Faith, Food, and Family

Las Costumbres de Ayer y Hoy (Customs of Yesterday and Today)

Lent holds a profound significance in the Hispanic community:

Lenten Recipes & Guides: Dig into the essence of Lent, offering recipes tailored for the season, insights into Lenten practices all over the world, and ideas to make navigating the dietary changes effortless.
Taking advantage of these branded content ideas for your Hispanic marketing strategy for Q1 2024 can pave the way for deeper connections, increased engagement, and amplified brand loyalty. Embrace the rich culture, tap into the festive spirit, and tell a story that really hits home. After all, effective marketing is all about understanding, empathy, and meaningful engagement.

Get in touch

It’s vital to remember managing your Hispanic Branded Content Strategy

is much easier when you have an in-house marketing team or can collaborate with a full-service digital agency to support your goals.

At Entravision, we have an experienced team of dedicated specialists working on Hispanic Branded Content advertising. Our aim with every Hispanic Branded Content campaign is to consider each product and service our clients offer on a case-by-case basis. Our team of specialists work with different tools and platforms to monitor and manage their work, to ensure our results meet the client’s set goals.

If you would like to learn more about our operations and services, feel free to reach out and contact us !

How to Reach the Hispanic Market in 2024

Thu, 04 Jan 2024 01:03:19 GMT

As the largest minority market in the country, reaching the Hispanic market is key to unlocking business opportunities no matter which industry you’re in. From auto, real estate, beauty, legal services, and more, Hispanic consumers are a powerful force to be reckoned with.

Keep reading to learn how to reach the Hispanic market in 2024 and discover best practices for tapping into this influential audience!

In this article we’ll be reviewing:

What is the Importance of the Hispanic Market?
How to Market to Hispanic Consumers
How to Reach the Hispanic Market
What Makes a Hispanic Marketing Strategy Successful?
How to Get Started With Hispanic Marketing

Questions or comments? Message us here !

What is the Importance of the Hispanic Market?

When you hear that U.S. Latinos are the largest minority group in the country, it may be tricky to grasp what that fully entails. Considering that 64 million Hispanics make up 19.3% of the current U.S. population, this means that almost 1 in 5 members of the population are Hispanic! If your business isn’t reaching out and connecting with this powerful demographic, you could be seriously missing out.

Take a look at the facts below for a closer look:

Hispanic Buying Power is expected to grow $2.8 trillion by 2026 , representing 12.1% of total US buying power.
Many U.S. Hispanics are immersed in both American and Latino culture. They’re largely bilingual and bicultural, with 75% speaking Spanish at home.

Source: Claritas|Geoscape Intelligence System, American Marketscape DataStream™ 2022 Series; Total U.S. Hispanics - **Millennials defined as Adults 18-34.

In addition to their buying power and the cultural significance of the Spanish language within the Hispanic community, Latinos are also leading digital transformation a s tech aficionados. For instance:

87% of Hispanics use social media vs 85% for non-Hispanics and 73% follow any type of group / celebrity / personality on social media vs. 69% for non-Hispanics.
88% watched streaming content vs. 79% for non-Hispanics and 56% spend between 1-3 hours watching OTT services
Latinos are 20% more likely than Non-Hispanics to stream AM /FM broadcast radio stations online

The Importance of the Hispanic Market by Industry

Hispanics are exhibiting a more optimistic in the third quarter of 2023 according to the Hispanic Consumer Sentiment Index .

52% of Hispanic believe it is a good time to buy high-ticket items, compared to 45% in the second quarter and 37% in the first quarter of 2023.

As U.S. Hispanics continue to make income gains and exercise their spending power, industries are advised to take note and begin connecting with this influential audience. Take a look at how we’ve helped clients across various industries tap into the Hispanic market to reach their business goals.

Lastly we cannot deny that U.S. Hispanics are quality consumers.

Source: 2022 Summer MRI-Simmons USA. A18+; Hispanic; Non-Hispanic; NH=Non-Hispanic

How to Reach the Hispanic Market

Now that you know the power of the Hispanic market, it’s time to learn the best strategies to use to reach them. Take a look below for all of the information you need to begin or improve your business’ Hispanic marketing plans!

How to Market to Hispanic Consumers

Marketing to Hispanic consumers is both an art and a science. From the science perspective, developing a Hispanic marketing strategy begins by setting your marketing goals for the campaign, and gaining a better understanding of Hispanic consumers in your area through Hispanic marketing data.

Depending on where you’re located in the United States, the Hispanic market near you could vary significantly. Given the fact that Latinos come from or are descended from over 30 different countries in Latin America, each group within the Hispanic community has their own unique characteristics when it comes to their vernacular, traditions, country-specific holidays, food, etc.

For example, while states on the east coast may have a denser concentration of Puerto Rican or Cuban Latinos, states like California and Arizona primarily consist of Mexican Latinos and Mexican-Americans. This is why in addition to these points, taking age, immigrant generation, interests, income, digital habits, etc. of your target audien ce is also key to ensuring you reach the right people. From there, you can decide which digital platforms to reach them on to connect with them at the right place and time.

The art of Hispanic marketing lies in creative messaging and a culturally nuanced understanding of who you’re speaking to -- which can arguably be the trickiest part to get right. Figuring out if it makes more sense to market to Latinos in English, Spanish, or Spanglish, will depend on your area and its demographics. Plus, deciding where it makes sense to include cultural references or cues is an important additional step.

For more tips and best practices on making your Hispanic marketing campaigns the best they can be, check out our reading recommendations:

What Makes a Hispanic Marketing Strategy Successful?

Successful Hispanic marketing campaigns take proper planning, preparation, and a deep understanding of the Hispanic market. From factoring in language preferences, cultural values, compelling creative messaging, and target audience into account, your business can effectively position itself within the Hispanic market.

The best way to do so is to hire a Hispanic marketing agency made up of Hispanics themselves -- since no one knows them better than they do! Learn more about our Hispanic digital marketing services and check out our previous Hispanic marketing campaigns for our client success stories.

For an in depth look at our Hispanic marketing campaigns, head over to our following case study posts:

How to Get Started With Hispanic Marketing

Ready to get started or learn more about Latino marketing? Considering the Hispanic market's status as the fastest growing minority, there's never been a better time to get started.

Feel free to contact one of our expert digital marketing consultants or find a location near you.

Questions or comments are always welcome -- you can contact us here . We look forward to hearing from you!

Understanding the behavior of the Hispanic Market for your 2024 marketing strategy

Mon, 18 Dec 2023 17:56:40 GMT

Population growth

The Hispanic population has doubled in size since 2000 and now represents 20% of the US population, according to Claritas’ recent report, the 2023 Hispanic Market report and they will continue to grow to 22% in the next five years.

Here are some significant facts and figures to help you broaden your understanding of this important segment of the market that your brand needs to take into consideration if you want to expand your reach.

Hispanics represent 22.6% and 25.65% of GenZ and Millenials respectively, the second largest ethnic group in these two generations.
California, Texas, Florida, New York, Illinois and Arizona are the top markets with the highest Hispanic concentration, other DMAs such as Orlando and Washington DC have also reported remarkable growth rates of up to 80%.

The current economic conditions show a promising improvement for Hispanics as we move toward 2024:

18% of Hispanics HH had incomes below $25K and this will decrease to 17.5% by 2024.
The 100K - 200K bracket will increase from 21.7% to 22.8%.
The highest income bracket of +$200K will grow from 6.6%.

Lifestyle behaviors

56.85% of Hispanics HH are embracing Live TV/Streaming services.
In the past three months, more than 74% of Hispanics stream entertainment TV shows/movies on their smartphones vs 44% of non-Hispanics.
Hispanics' top five streaming services providers:
Netflix
Amazon Prime
Disney+
HBO Max
Hulu
Top ten activities involving devices in a typical week:
General web browsing
Sending/checking emails
Shopping
Streaming content online
Maps/navigation
Social media
Online video games
Ordering food delivery via apps
Video calls/conferencing
Downloading online content
Hispanic households continue to be underbanked compared to non-Hispanics. This represents an opportunity for financial services providers to reach this market.

Their top three channels for interacting with financial institutions:
Online using a mobile device
In-person
At an ATM
Regarding auto preferences, automobile parts (new or used) and car tires are the most bought items by Hispanics online.
CARFAX, Kelley Blue Book and CarMax.com are the three most popular online services used to buy or rent a car.
The most common types of new vehicle that Hispanic households plan to buy in the next 12 months:
Sport Utility Vehicle
Pick up truck
Luxury vehicle
Walmart is where Hispanics shop the most, followed closely by Target and Family Dollar.

Paying attention to these trends will make your brand more relevant to an important and ever more economically powerful segment of the US population. Don’t miss out on this opportunity and reach out to an experienced digital Hispanic marketing agency like Entravision Digital.

Get in touch

It’s vital to remember managing your Digital Out of Home advertising campaigns is much easier when you have an in-house marketing team or can collaborate with a full-service digital agency to support your goals.

At Entravision, we have an experienced team of dedicated specialists working on Digital Out of Home advertising. Our aim with every DOOH campaign is to consider each product and service our clients offer on a case-by-case basis. Our team of specialists work with different tools and platforms to monitor and manage their work, to ensure our results meet the client’s set goals.

If you would like to learn more about our operations and services, feel free to reach out and contact us !

The Power of Social Media: How Hispanics are Shaping the Digital Landscape

Mon, 06 Nov 2023 16:58:21 GMT

In today's fast-paced digital world, social media is not just a platform for connection; it's a thriving cultural hub that bridges gaps, influences opinions, and empowers communities.

When it comes to the United States’ Hispanic community, the numbers and trends in social media use are fascinating. In this post we'll explore the data that sheds light on how Hispanics are making their mark in the digital realm.

Social Media Usage: Hispanics are Leading the Way

When it comes to social media usage, Hispanics in the United States are setting the pace. An impressive 86% of Hispanic adults aged 18 and above actively use social media, only slightly edging out non-Hispanics at 85%. The immense popularity of social media among Hispanics provides plenty of opportunity for businesses and organizations to connect with this dynamic community.

The Social Media Landscape: Platforms of Choice

Hispanics have their preferences when it comes to social media platforms, showcasing a diverse digital footprint:

Facebook: At 60%, Facebook is the leading platform among Hispanics, even though it's slightly less popular compared to 65% among non-Hispanics.
Youtube: Hispanics are close behind with 58%, just slightly below the 53% among non-Hispanics.
Instagram: Here, Hispanics stand out with 48% compared to 36% among non-Hispanics.
TikTok: This trendy platform has gained significant ground among Hispanics, with 34% actively using it, compared to 23% among non-Hispanics.
Snapchat: Hispanics again lead the way with 25%, while non-Hispanics stand at 19%.

These statistics reflect the uniqueness of Hispanic social media engagement, emphasizing the importance of diversifying your brand's digital presence to take advantage and tap into this large and varied audience.

The Rise of Social Search

Social media is no longer just a way to connect with friends and family; it's becoming a significant part of the shopping experience. A noteworthy trend is the rise of social search, which isn't limited to Gen Z. Around a quarter of US millennials are initiating product searches on platforms like TikTok, Instagram, or Facebook. This underscores the growing influence of social media on consumer behavior across generations .

Social Media Attitudes: Staying Connected and Informed

For Hispanics, social media serves as a powerful tool for staying connected, informed, and engaged with causes and brands that they hold close to their hearts. Here are some key findings regarding this:

Supporting Causes: A substantial 46% of Hispanics use social media to support causes they care about, surpassing 37% among non-Hispanics.
Awareness of Important Issues: Social media makes Hispanics more aware of important issues, with 46% agreeing with this, compared to 38% among non-Hispanics.
Primary News Source: 36% of Hispanics consider social media their primary news source, while the number stands at 21% among non-Hispanics.
Connecting with Brands: Hispanics are 28% more likely to connect with brands through social media compared to 17% of non-Hispanics.
Impact on Purchasing: When it comes to purchasing decisions, 33% of Hispanics are more likely to buy products they see advertised on social media, a notable difference from the 20% reported among non-Hispanics.

Diverse Interests: The Varied Groups Followed by Hispanics

Hispanics are not limited to following individuals on social media; they have diverse interests and engage with various groups:

Music Groups: A substantial 33% of Hispanics follow music groups, compared to 25% among non-Hispanics.
Actors/Comedians: Hispanics and non-Hispanics alike share a love for actors and comedians, with 33% following them.
Hobby-Related Groups: Hispanics show a strong interest, with 32% following hobby-related groups, just slightly ahead of non-Hispanics at 30%.
Companies/Brands: Brands hold a special place among Hispanics’ online interests, with 30% following them, compared to 22% among non-Hispanics.
TV Programs, Networks/Radio DJs: Hispanics are more actively engaged, with 24% following these, while non-Hispanics stand at 20%.
Chefs/Restaurants: Hispanic culinary interests shine through, with 24% following chefs and restaurants, compared to 20% among non-Hispanics.
Artists/Photographers: Hispanics appreciate artistry, with 23% following artists and photographers, while non-Hispanics are at 17%.
Sports/Athletes: Sports play a significant role, with 23% of Hispanics following sports and athletes, slightly ahead of non-Hispanics at 21%.

All in all, the Hispanic community's diverse interests create various opportunities for engagement across multiple niches, offering businesses and organizations plenty of avenues to connect with this dynamic audience.

In conclusion, Hispanics’ social media presence is thriving, reflecting the community's strong ties to their heritage, their desire to support causes, and their affinity for connecting with brands and influencers. As a brand or business, recognizing and embracing these trends can open up exciting opportunities for meaningful engagement and growth within the Hispanic market. So, take a cue from the data, and use the power of social media to build lasting relationships with this influential demographic.

Winning the Hispanic Dining Consumer: The Flavor of Success

Mon, 21 Aug 2023 18:28:57 GMT

In the rich tapestry of American dining, one market segment stands out with its unique flavors, deep-rooted traditions, and a youthful enthusiasm for exploring culinary experiences. We're talking about the US Hispanic dining consumer – a dynamic and influential group that holds the key to a thriving restaurant industry. With youth, repeat visits, and cultural ties as its defining characteristics, engaging this demographic is a strategic move that can take your restaurant to new heights.

The Youthful Spirit: A Recipe for Success

One of the most compelling aspects of the Hispanic dining consumer is their youthfulness. Around 70% of restaurant visits by Hispanic consumers are made by those under the age of 45. This underscores the importance of tapping into the preferences and aspirations of this younger generation. To appeal to this group, your restaurant should prioritize innovation, modernity, and staying ahead of culinary trends. This demographic thrives on experiences, so it's essential to create an environment that is visually appealing, socially shareable, and aligns with their lifestyle.

Heritage-Inspired Culinary Adventures

The heart and soul of the Hispanic dining consumer lies in their connection to heritage. A quarter of Hispanic consumers state that they frequent restaurants that appeal specifically to their cultural roots. This presents a fantastic opportunity for restaurants to not only offer tasty dishes but also play to the rich heritage that influences their cuisine. Authenticity is the keyword here. When designing your menu, pay homage to traditional flavors, preparation methods, and regional specialties. Don't just serve food; serve stories that tie in with the cultural background of your Hispanic diners.

Quick Service Restaurants: A Fertile Ground

Hispanics are 15% more likely to dine out monthly at quick service restaurants than their non-Hispanic counterparts. This holds significant implications for both fast-food joints and casual dining establishments. It means that a swift and efficient dining experience matters, but never at the expense of taste and quality. Quick service restaurants need to maintain high standards while delivering speed, and casual dining establishments can learn from this need for efficiency while focusing on enhancing the overall dining experience.

Unlocking the Hispanic Dining Consumer Market: Key Elements

Cultural Competence: Understanding the nuances of Hispanic culture is vital. Be sensitive to cultural holidays, celebrations, and events. Hire staff that represents the diverse backgrounds within the Hispanic community.
Bilingual Communication: Offering bilingual menus and signage is a sign of respect and inclusivity. It makes your Hispanic diners feel welcome and comfortable.
Flavorful Fusion: While honoring traditions is essential, don't shy away from experimenting with fusion cuisine. The combination of traditional Hispanic flavors with modern twists can be a big hit.
Community Engagement: Be an active part of the Hispanic community in your area. Sponsor local events, collaborate with Hispanic influencers, and demonstrate your commitment beyond the dining table.
Online Presence: Leverage the power of digital platforms to reach Hispanic diners. A strong online presence, including engaging social media content and a user-friendly website, is a must.

What it comes down to is that the US Hispanic dining consumer is a vibrant and influential market segment with a strong preference for youthful experiences, heritage-inspired cuisine, and quick service. To win their hearts and loyalty, it's essential to make the most of these key elements and create a dining environment that sentimentally connects with their culture and aspirations. By doing so, your restaurant can unlock a world of opportunities and flavor-filled success.

Get in touch

It’s vital to remember managing your Hispanic campaigns is much easier when you have an in-house marketing team or can collaborate with a full-service digital agency to support your goals.

At Entravision, we have an experienced team of dedicated specialists working on Digital Hispanic campaigns. Our aim with every campaign is to consider each product and service our clients offer on a case-by-case basis. Our team of specialists work with different tools and platforms to monitor and manage their work, to ensure our results meet the client’s set goals.

If you would like to learn more about our operations and services, feel free to reach out and contact us !

US Hispanics are heavier social media users than non-Hispanics

Mon, 24 Jul 2023 15:50:53 GMT

Social media has become an integral part of our lives, connecting people all around the world. Among the many diverse cultures in the US, Hispanics are standing out as enthusiastic users of social media. In this blog post, we'll look at how Hispanics use social media and what it means for marketers, SEO experts, and copywriters.

An impressive 85% of Hispanics in the US use social media platforms, compared to 80% of non-Hispanics. This is a great opportunity for businesses to reach this group through social media marketing.

Hispanics adults are also 5% more likely than non-Hispanic adults to spend at least two hours per day engaging on social media. Marketers can use this knowledge to create strategies that appeal to the Hispanic audience and improve their social media experience.

Platform Preferences Unveiled

The data shows the varying social media platform preferences between Hispanics and non-Hispanics. Analyzing the percentage of daily users for each platform allows us to glean valuable insights into the social media landscape among this demographic:

1. Snapchat :

14% Non-Hispanic
19% Hispanic

2. TikTok :

17% Non-Hispanic
24% Hispanic

3. Instagram :

25% Non-Hispanic
37% Hispanic

4. Facebook :

44% Non-Hispanic
40% Hispanic

5. YouTube :

35% Non-Hispanic
43% Hispanic

The data reveals that TikTok and Instagram are among the most popular platforms for Hispanics compared to non-Hispanics. This highlights the importance for brands to establish a solid presence on these platforms to better connect with the Hispanic market and expand their reach.

A main reason for social media’s increased popularity among Hispanics is their deep cultural connection with these platforms. Social media is the perfect way to stay connected with their families, friends, and cultural heritage, especially since many Hispanics maintain ties to their countries of origin. For businesses, this is a unique opportunity to utilize their social media content to show an understanding and appreciation of Hispanic culture.

Creating culturally relevant content is a way for marketers to develop a genuine connection with the Hispanic community. Sharing traditions, celebrating holidays, and acknowledging significant cultural milestones can attract Hispanic audiences and help build brand loyalty.

A well-crafted social media strategy is essential for businesses wanting to target the Hispanic market. Here are some tips to help you optimize your social media marketing efforts:

Speak their language: Offering bilingual content is a great way to make Hispanics feel more included and welcomed.
Cultural sensitivity : Be sure to show respect for Hispanic culture by steering clear of stereotypes and genuinely understanding their values, customs, and traditions.
Influencer marketing: Try working with influential Hispanic figures or micro-influencers for a wider reach and to foster a stronger connection to the community.
Engage actively : Responding promptly to comments, messages, and feedback from your Hispanic audience can make them feel valued and create a sense of community.
Visual storytelling : Using images and videos that resonate with Hispanic culture will evoke emotions and make for more compelling stories.
Localized content : Tailoring your content to specific Hispanic subcultures or geographical regions creates a more personalized experience for your audience.

The data is clear: The social media revolution in the US is being spearheaded by Hispanics. By embracing this reality and understanding the unique preferences and behaviors of the Hispanic audience, businesses can make the most of the dynamic world of social media. Creating culturally relevant and authentic content will deepen businesses’ connections with the Hispanic community, giving more meaning to and making a lasting impact in the ever-expanding world of social media.

5 Effective Strategies to Enhance the Design of Your Lead Generation Form

Wed, 28 Jun 2023 22:53:23 GMT

A well-designed lead generation form is a crucial element of any successful marketing campaign. It serves as the bridge between your potential customers and the valuable information you seek.

However, a poorly designed form can be a major deterrent, resulting in high abandonment rates and missed opportunities. In this blog post, we will explore five effective strategies to improve the design of your lead generation form.

By implementing these tactics, you can optimize user experience, increase completion rates, and ultimately generate more valuable leads for your business.

Ask the Easy Questions First:

When designing your lead generation form, consider asking the easy questions first. By starting with simple inquiries, respondents are more likely to feel engaged and committed to completing the entire form.

This approach establishes momentum and encourages users to continue with the process. By gaining their initial buy-in, respondents will be more inclined to invest time and effort into providing the remaining information.

Break It Down into Several Steps:

Long and overwhelming forms can be a major turn-off for users. To mitigate this, consider breaking down your form into multiple steps. This approach enhances user experience by presenting a series of shorter, more manageable sections. Visualize the progress by incorporating a progress bar or step indicator, indicating the number of steps remaining. This visual representation creates a sense of accomplishment, motivating users to continue until they reach the end.

Utilize a One-Column Layout:

The layout of your lead generation form plays a significant role in user engagement and completion rates. Opting for a one-column layout provides a streamlined experience, keeping users focused and ensuring faster completion. With a single column, respondents can easily navigate through each field without distractions or confusion. This layout also works well on various devices, including mobile, ensuring a consistent experience across different platforms.

Minimize the Number of Input Fields:

Long forms with an excessive number of input fields can be overwhelming for users, leading to frustration and abandonment. Research shows that almost 20% of people abandon forms due to their length. To optimize your lead generation form, aim to minimize the number of input fields. Only ask for essential information that is directly relevant to your marketing goals. Remember, the shorter the form, the higher the chances of completion. Consider implementing smart form features like autofill or dropdown menus to further simplify the user experience.

Clearly Indicate Mandatory and Optional Fields:

To enhance clarity and user-friendliness, make it evident which fields are mandatory and which are optional. One effective way to achieve this is by utilizing visual cues such as asterisks (*) for mandatory fields. This simple symbol provides a clear indication to users that specific sections must be completed.

Additionally, for optional fields, explicitly label them as "optional" to alleviate any confusion. By providing this transparency, users feel empowered and informed, resulting in a smoother and more positive form completion process.

The design of your lead generation form significantly impacts the success of your marketing efforts. By implementing the five strategies outlined above, you can create a user-friendly and optimized form that maximizes completion rates and generates high-quality leads.

Remember to prioritize ease of use, break down lengthy forms into manageable steps, utilize a one-column layout, minimize input fields, and clearly indicate mandatory and optional fields. Regularly analyze and test your form's performance to identify areas for improvement. With continuous refinement, your lead generation form will become a powerful tool for driving conversions and achieving your marketing objectives.

3 Key Ways to Optimize Your Landing Page for Maximum Conversions

Fri, 23 Jun 2023 16:12:11 GMT

A landing page is a critical component of any successful online marketing campaign. It serves as the gateway for potential customers to enter your sales funnel and take the desired action.

To ensure your landing page is optimized for maximum conversions, it's essential to focus on three key areas: having one clear call to action, organizing information effectively, and incorporating trust elements. In addition, basic optimization techniques such as mobile optimization and A/B testing can significantly improve your landing page's performance.

In this blog post, we'll delve deeper into these strategies and provide actionable tips for implementing them.

1. One Call to Action:

The first step in optimizing your landing page is to have one clear and compelling call to action (CTA).

When visitors arrive at your page, they should immediately understand what action they need to take. Whether it's filling out a form, making a call, scheduling an appointment, or any other desired outcome, keep it simple and focused. Offering multiple CTAs can confuse visitors and dilute the effectiveness of your page.

If your landing page is long, it's a good idea to place the same call to action at strategic points throughout the page.

By repeating the CTA, you increase the chances of capturing the attention of visitors who might have initially missed it. However, be cautious not to overdo it and make the page look spammy. Strike the right balance to ensure your CTA is prominent and consistently emphasized.

2. Organization:

Effective organization is crucial for guiding visitors through your landing page and highlighting the most important information.

Begin by structuring your page in a logical flow that aligns with the visitor's thought process.
Start with a compelling headline that captures attention and clearly states the benefits you offer.
Next, provide supporting information that sets you apart from your competitors.

Focus on unique selling points, key features, and customer benefits. Use bullet points, subheadings, and visual elements to make the information easily scannable. This helps visitors quickly grasp your value proposition and decide whether to engage further.

Remember to keep the most critical elements, such as benefits and the call to action, above the fold. This ensures that visitors can access essential information without scrolling.

Additionally, use visual elements strategically, including relevant images or videos that enhance the overall user experience and reinforce your message.

3. Trust Elements:

Building trust with your visitors is paramount to increasing conversions on your landing page. Incorporate trust elements that provide social proof and credibility. Here are a few examples:

Testimonials , case studies, and customer quotes: Display positive feedback from satisfied customers to instill confidence in your brand. Include testimonials that highlight specific results or benefits experienced by previous customers.
Influencer endorsements : If relevant to your industry, leverage influencer endorsements to further establish trust. Collaborate with influencers who align with your brand values and have a significant following to amplify your credibility.
Statistics : Use statistics to showcase the scale of your success. Highlight the number of satisfied customers, positive reviews, or any other relevant data that demonstrates your expertise and reliability.
Recognitions : Display any awards, certifications, or media publications that your business has received. These external validations can greatly enhance trust and credibility.

Basic Optimization:

In addition to the three key strategies mentioned above, it's crucial to implement basic optimization techniques to enhance user experience and increase conversions on your landing page. Here are two fundamental optimization practices:

Optimize for Mobile Devices : With the increasing use of smartphones, it's vital to ensure your landing page is mobile-friendly. Responsive design is essential to provide a seamless experience across different devices. Test your landing page on various mobile devices to ensure all features, including the call to action, are easily accessible and visually appealing.
A/B Testing : To maximize the effectiveness of your landing page, conduct A/B tests to compare different elements and variations. Test one element at a time, such as copy, colors, call to action, images, or content layout, to identify what resonates best with your audience. Analyze the results and make data-driven decisions to optimize your page further.

Optimizing your landing page is vital to drive conversions and achieve your marketing goals. By implementing the strategies mentioned above, you can create a highly effective landing page that engages visitors, guides them toward a clear call to action, and instills trust in your brand. Remember to continuously monitor and analyze the performance of your landing page and make iterative improvements based on user feedback and data. With consistent optimization efforts, you can achieve higher conversion rates and unlock the full potential of your marketing campaigns.

What brands do and how they communicate to US Hispanics matters.

Wed, 21 Jun 2023 17:39:16 GMT

The Power of Inclusive Brand Communication

In today's diverse marketplace, understanding and effectively engaging with various consumer segments is crucial for brands to succeed. One particular audience that holds immense potential is the US Hispanic community. With its significant size and growing influence, brands that make sincere efforts to connect with and invest in the US Hispanic community can earn their loyalty and create long-lasting relationships. This article explores the importance of brand communication with US Hispanics and highlights key strategies to capture their attention and trust.

The Significance of US Hispanic Audiences

The US Hispanic population represents a vibrant and dynamic segment, with distinct cultural backgrounds, preferences, and purchasing power. Acknowledging the importance of this demographic, brands must recognize the influence they hold. According to recent research, the following statistics emphasize the significance of appealing to US Hispanic audiences:

49% buy from brands that advertise in inclusive content: US Hispanics appreciate brands that go beyond tokenistic efforts and genuinely reflect their diverse identities and experiences. By showcasing inclusivity in their marketing and advertising campaigns, brands can establish a sense of connection and relevance, leading to increased purchase intent among this audience.
52% buy from brands that give back to the community: Social responsibility and community involvement are values highly cherished within the US Hispanic community. Brands that actively contribute to social causes and invest in community development projects resonate deeply with this audience. By aligning themselves with charitable initiatives, brands can build trust and loyalty among US Hispanics.
71% seek out diverse-owned businesses : US Hispanics value diversity and are more likely to support businesses owned and operated by individuals from their own community. Recognizing this preference, brands can collaborate with diverse-owned businesses or highlight their relationships with such enterprises. This approach not only generates goodwill but also drives positive word-of-mouth within the US Hispanic community.
89% seek out content in their preferred language : Language plays a significant role in effective communication. US Hispanics appreciate content that is available in their preferred language, be it English, Spanish, or both. By tailoring their messaging to accommodate language preferences, brands can demonstrate their commitment to understanding and connecting with this audience, fostering a sense of belonging.

Source: 2023 Hispanic Marketing Council. Hispanic Marketing Guide. Nielsen Attitudes on Representation Study. April 2022. Nielsen Scarborough USA - 2022 Release 1. Consumer POV.

Strategies for Effective Brand Communication

Now that we understand the importance of communicating effectively with US Hispanic audiences, let's explore some key strategies that can help brands capture their attention and loyalty:

Embrace cultural authenticity : US Hispanics have a rich cultural heritage, and they value brands that genuinely embrace and celebrate it. By incorporating cultural nuances, traditions, and imagery into marketing campaigns, brands can demonstrate their respect for diversity and create a meaningful connection with this audience. However, it is crucial to approach cultural representation with sensitivity and avoid stereotypes.
Develop inclusive content : Brands should aim to create content that reflects the diverse experiences and identities of US Hispanics. This involves featuring individuals from different backgrounds in advertisements, sharing stories that resonate with their challenges and aspirations, and promoting inclusivity in every aspect of brand messaging. Inclusive content demonstrates that the brand understands and values the unique perspectives of the US Hispanic community.
Engage with the community : Building a relationship with US Hispanic audiences requires active engagement beyond traditional advertising. Brands can participate in local events, partner with community organizations, or sponsor initiatives that align with the values of this audience. This involvement shows a genuine commitment to the community and fosters trust and loyalty.
Leverage social media and digital platforms : US Hispanics are avid users of social media and digital platforms. Brands should leverage these channels to engage with their target audience effectively. By tailoring content to specific platforms, understanding cultural trends, and utilizing language preferences, brands can create a personalized and impactful digital presence.
Collaborate with influencers and brand ambassadors: Influencer marketing has proven to be highly effective in reaching and engaging with US Hispanic audiences. Brands can partner with influential individuals who have a strong connection to the community and a genuine following. These collaborations not only enhance brand visibility but also provide an authentic and relatable voice for the target audience.

In a diverse marketplace, understanding and effectively communicating with US Hispanic audiences is essential for brands seeking to establish long-term relationships and earn their loyalty. By acknowledging the preferences and values of this demographic, brands can create inclusive content, give back to the community, collaborate with diverse-owned businesses, and tailor messaging to preferred languages. Through these strategies, brands can build trust, foster connections, and ultimately thrive in the vibrant US Hispanic market. By making a sincere effort to engage with this community, brands can unlock new opportunities and cultivate a loyal customer base that will stand the test of time.

Looking to Reach U.S. Latinos? Here Are the Top 5 Digital Marketing Platforms to Use

Mon, 19 Jun 2023 16:49:54 GMT

The majority (75%) of U.S. Hispanic consumers agree that if a brand makes an effort to include elements of their culture in their advertising, they are more likely to look favorably on them or purchase their products. With that being said, plenty of brands and businesses make the mistake of failing to reach them and connect with Latinos in culturally relevant environments. Keep reading for the top digital platforms keep in mind when formulating your Hispanic digital marketing strategy.

Here’s a recap of what we’ll be going over:

Mobile is a Must
Digital Video is Vital for Reaching Online Streaming Fans
Digital Audio is Key to Forming Cultural Connections
Connected TV is a Powerhouse for Cultural Connectivity and Entertainment
Omnichannel Shopping is Essential

Questions or comments? Contact us !

1. Mobile is a Must

According to YouGov research cited by eMarketer, 87% of U.S. Hispanic Internet users have a smartphone compared with 84% of non-Hispanic white Internet users.

For advertisers and businesses alike, reaching Latinos via mobile optimized advertising is the way to go, especially among social media.

Social Media Use

Tied to the importance of mobile among Hispanic consumers is their love of social media platforms. According to Culture Marketing Council research, U.S. Hispanics are much more likely than both white and Black Americans to say that they are on social networks from the moment they wake up to the moment they go to sleep, spending many of their waking hours on their favorite social media apps.

The survey also found that:

47% of U.S. Hispanics ages 13-17 self-identify as heavy social media users versus 32% of non-Hispanic blacks and 24% of non-Hispanic whites.
37% of U.S. Hispanics ages 18-34 self-identify as heavy social media users versus 30% of non-Hispanic blacks and 28% of non-Hispanic whites.
29% of U.S. Hispanics ages 35-49 self-identify as heavy social media users versus 20% of non-Hispanic blacks and 19% of non-Hispanic whites.

2. Digital Video is Vital for Reaching Online Streaming Fans

U.S. Hispanic adults also over-index on YouTube use compared to the total population, at 78% using YouTube vs. 73% of all adults who use Youtube, respectively.

Their preference for streaming digital video also extends into online TV streaming services. In total, it’s estimated that 79% of U.S. Hispanic adults use Netflix, compared to 62% of non-Hispanics, and 39% of Latinos are Hulu users, compared to 26% of non-Hispanics.

Wondering why this is? Aside from the wide variety of content available at lower rates than cable TV subscriptions, new data from Nielsen research shows that streaming services have more diverse programming in their content when compared to traditional cable TV.

Their research shows that almost one-third of cable content lacks equal representation of Indigenous, people of color, women, and LGBTQ actors. More than any other group, women and Hispanic women in particular face the most severe lack of representation across all TV genres and content categories.

3. Digital Audio is Key to Forming Cultural Connections

There’s no denying that music is a major source of cultural connection and community, which is heavily reflected in high digital audio usage rates among U.S. Latinos. A staggering 85% of Hispanics in the U.S. listen to audio content online, with the majority (90%) using digital audio platforms to stream music.

Not only are U.S. Hispanics listening to audio online, but they’re also spending much of their time listening, with 4 in 10 spending more than 5 hours per week listening to music online -- making it a great medium for businesses who are looking to reach Latinos by connecting in a culturally relevant context. An equal share (42%) said they spend at least 6 hours per week listening to digital audio and watching digital video, showing that Hispanic audiences continue to over index in various categories across several digital platforms.

While digital audio such as music streaming and online radio use are high among Hispanics, they are also increasingly turning to podcasts for information and entertainment, with 18% reporting that they were spending more time listening to podcasts since the start of the pandemic. Of this group, 16% listen in to podcasts daily, which makes them 9% more likely to do so than the general population.

Learn more about digital audio marketing by checking out our post here !

4. Connected TV is a Powerhouse for Cultural Connectivity and Entertainment

Connected TV streaming consumption has also been consistently growing among the U.S. Hispanic population, with content made by and for Hispanics increasing alongside this trend. For instance:

Netflix recently launched their “Con Todo” channel on Instagram highlighting all things #LatinXcellence, in addition to launching a new podcast titled “Brown Love” to highlight Latinx content and experiences.
Pantaya, Lionsgate, and Hemisphere Media’s Netflix-style streaming service, recently launched to target the Latino community. They offer premium content and original programming specifically for the Hispanic market at $5.99 a month.
Pluto TV, Viacom’s free, ad-supported streaming service, added a Latino category featuring 11 linear Spanish and Portuguese-language channels, with content ranging from movies, comedy, music, true crime, reality, sports and telenovelas.

While representation is still not equal in TV and media, there’s no doubt that progress is slowly but surely being made as the U.S. Hispanic influence continues to grow, as seen in the above examples.

When it comes to tech device ownership, Hispanics also over-index across the board:

In Q1 2020, 6 in 10 (62%) owned an internet-connected device, making them 29% more likely when compared to the general population.
Two-thirds of Hispanics own an enabled Smart TV, which makes them 25% more likely compared to the total U.S. population.
The group is also 15% more likely to own a game console, 13% more likely to own a computer, and 4% more likely to own a smartphone.

The pandemic has further fueled Hispanic digital use, especially when it comes to online streaming. Compared to the non-Hispanic population at 55%, 70% of U.S. Latinos report that they have increased the amount of time spent watching movies or shows using a streaming service, and increased their weekly viewing time by roughly 8 hours in March of 2020 as the pandemic took place.

For more information on reaching Latinos via online video streaming, don’t forget to check out our post .

5. Omnichannel Shopping is Essential

The shift to online shopping and shopping across multiple channels undoubtedly skyrocketed in 2020. Shopping both online and in-store, also known as omnichannel shopping, grew by 50% in the past year as a result of the coronavirus pandemic, according to Nielsen data .

Their research shows that a staggering 133% year-over-year growth in heavily or exclusively shopping online by U.S. consumers took place from September 2019 and September 2020. At the same time, in-store pickup shopping increased 26%. Of all multicultural groups, Hispanic consumers in particular led the charge in using both online and offline fulfillments at the same time (54%), compared to respondents who identified as African American (43%) and Asian American (31%).

Overall, these findings point in the direction of pandemic retail habits being here to stay as consumers have grown to rely on omnichannel shopping options -- and Hispanic consumers are leading the pack.

How to Get Started with Hispanic Digital Marketing

While knowing where to reach Latino audiences online is vital to formulating a Hispanic digital marketing plan, knowing how to connect and communicate with this audience in a culturally impactful way can be tricky to do on your own. This is where hiring a Hispanic digital marketing agency can make all the difference.

Feel free to contact us to speak with one of our expert Hispanic digital marketing consultants, or find a location near yo u. Plus, learn more about us by checking out our services and success stories .

General questions or comments? You can reach us here . We’d love to hear from you!

Why is Spanish-Language Advertising Important in Hispanic Digital Marketing?

Mon, 19 Jun 2023 16:00:01 GMT

As more brands and businesses begin to recognize the importance of the U.S. Hispanic market, it’s never been a better time to get started with Hispanic digital marketing. While many people assume that Spanish-language marketing is as simple as translating English-language ads into Spanish, they couldn’t be more wrong. Continue reading for the full scoop on how and why you should be using Spanish-language ads to make meaningful connections with Latino consumers.

Here’s a recap of what we’ll be reviewing:

Despite a rise in English proficiency, Spanish-Language messaging reigns supreme for Latino consumer engagement
A collectivist culture often means that Latino marketing reaches the whole family -- making Spanish-Language ads a catalyst for forming brand connections
The Spanish Language brings together a diverse Hispanic community and culture
Amidst a push for diversity, Spanish-Language content and Latino representation is at the forefront

Questions or comments? Contact us .

Despite a Rise in English Proficiency, Spanish-Language Messaging Reigns Supreme for U.S. Latino Consumer Engagement

A September 2020 Pew report found that 71% of Hispanics ages 5 and older were proficient in English -- up 12 percentage points since 2000. Additionally, a January 2020 survey of Hispanics ages 13 to 85 by the Collage Group found that roughly three-quarters said they speak English either “very well” (53%) or “well” (21%).

However, for U.S. Latino audiences, being proficient in English does not mean only speaking and understanding English. For instance, a March 2020 poll from ThinkNow among Hispanics ages 18 to 64 examined language usage at home and found that those normally speaking Spanish only (12%) or Spanish mostly (23%) outnumbered those speaking English only (13%) or English mostly (17%), with the rest (35%) saying they speak the two languages equally.

An example of this can be seen in the growing Spanish-language podcast space among U.S. Hispanic audiences -- 48% of Hispanics who listened to podcasts at least monthly said half or more of the podcasts they listen to are in Spanish.

This may lead some to assume that Spanish-dominant Hispanics are the only ones who choose to listen to podcasts in Spanish. In actuality, U.S. Hispanics of varying Spanish-speaking levels have been giving Spanish-language podcasts a try as a way to connect with their culture or brush up on their Spanish abilities.

Whichever way you plan on reaching Latinos via digital marketing, knowing when to use your audience’s preferred language can be make or break -- it’s been found that messaging in Spanish that is targeted to Spanish-preferred audiences can generate a response rate four to five times higher than the same message in English!

A Collectivist Culture Often Means that Latino Marketing Reaches the Whole Family -- Making Spanish-Language Ads a Catalyst for Forming Brand Connections

Multigenerational Households

Hispanic consumers are a growing group that represents 20% of the U.S. population and $2 trillion in purchasing power -- making them an audience you cannot afford to miss out on connecting with.

That being said, understanding and respecting Hispanic cultural and family dynamics are crucial to making a mark with ads that are applicable and relevant for the whole family. For instance, many traditional U.S. Hispanic households are multigenerational, meaning that first, second, and third-generation Latinos live in the same household.

Oftentimes, Spanish Language First (SLF) family members tend to rely on English Language First (ELF) members to interpret English-language content and American culture. This can range from helping with online searches, translating web pages and ads, explaining brand options, and playing a vital role at every step of the purchase journey.

Collective Shoppers

In general, Hispanic consumers are more likely to shop collectively online, with younger bilingual/bicultural consumers driving the trend forward especially among younger age groups. A recent study showed that the top six categories with collective online activity are technology, food/grocery/vms (vitamins, minerals, and other supplements), medical services, entertainment, financial services, and appliances.

Having a positive experience with particular brands and businesses can go a long way, with Hispanic consumers often choosing to share their positive experiences with others online and in-person -- all Hispanics surveyed were most likely to “like” a brand on a social network if they had a positive experience.

Bilingual and Bicultural Latinos

While considering a Spanish-language strategy is a great start, knowing that not all Hispanic consumers are Spanish-dominant is key. By having a strong grasp of the bicultural and bilingual Hispanic consumer, business can do a better job of reaching them in-language and in-culture in a way that resonates.

Partnering with a Hispanic digital marketing agency who can authentically connect with this vital audience is a great way to use Latino marketing effectively and ensure successful Hispanic marketing campaigns for your business.

If you’re feeling confused about what all of these different Hispanic marketing terms mean, no worries -- we’ve got you covered with our free Intro to Hispanic Marketing eBook.

The Spanish Language Brings Together a Diverse Hispanic Community and Culture

The U.S. Hispanic community consists of individuals from over 20 different Latin American countries, making this group incredibly diverse under the “Latino” umbrella term. From food, customs, slang, and more, there are many differences between Latinos in the U.S. -- but the Spanish language is a key component that connects the Hispanic community to one another.

Latinos come from a high context culture , meaning that there are many complexities and nuances within the culture that can make it more difficult for people outside of it to understand.

This is one of the reasons why simply translating advertisements from English to Spanish does not cut it. In many ways, understanding Hispanic culture and values are just as important as using the right language when marketing to U.S. Latinos, since the culture and language is deeply interconnected.

When brands communicate with consumers in Spanish and/or with a firm understanding of Latino culture, they can resonate more deeply with Hispanic consumers by forming a stronger emotional appeal. Ultimately, reaching Latino consumers in-culture and in their preferred language allows businesses to stay ahead of the competition and make meaningful connections with growing audiences.

Amidst a Push for Diversity, Spanish-Language Content and Latino Representation is at the Forefront

Results from an Adobe research report show that 53% of Hispanic Americans feel their ethnicity is portrayed stereotypically in advertisements. The same report also showed that 61% of Americans find diversity in advertising important, and 38% of consumers are more likely to trust brands that do well with showing diversity in their ads.

Evidently, there is a major discrepancy between the demand for diverse ads and the actual execution of said diverse ads. From entertainment to tech and advertising, a demand for representation and inclusivity has led many industry leaders to acknowledge the importance of diverse Spanish-language content to meet audience expectations.

Podcasts Add More Spanish-Language Content

Digital audio and podcasts have surged in popularity in recent years, partly due to a trend that began in 2018 when established podcasters entered the Spanish-speaking domain along with an increased interest from brands and advertisers looking to advertise in Spanish. In 2020, a Voxnest report found that the number of monthly active Spanish-language podcasts grew by 94% during the first five months of the year.

Tech Devices Integrate the Spanish Language

Among others acknowledging the importance of Spanish-lanugage is Roku , a Smart TV and digital streaming brand. In 2020, Roku made voice commands in Spanish to available for owners in the U.S. and Mexico to launch channels, search for titles, control playback and more on their devices. Given that U.S. Hispanics are 25% more likely to own a Smart TV compared to the general population, this was an excellent opportunity to not only deliver what audiences wanted, but also to provide more room for brand growth.

Entertainment Powerhouses Step up Their Spanish-Language Offerings

Another major company to reexamine their Hispanic market strategy was Netflix. Netflix developed an aggressive investment strategy for Spanish-language content in 2020 to counteract an early 2019 trend of declining Latino subscribers, which had also been leaving Amazon Prime Video. In six months, and after increasing its Spanish-language content by nearly 30,000 hours , Netflix’s penetration among Latino audiences climbed 4% to 67%. Meanwhile, Latino reach on Amazon Prime Video fell below 40% by November 2019 while declining in Spanish-language content by 2,000 hours.

There’s no doubt that brands and businesses across the country are realizing that marketing to Latino audiences and providing Spanish-language content is essential to their overall business growth and success. Is your business ready to get started?

How to Get Started with Hispanic Marketing

Hispanic digital marketing and Spanish-language ads can be powerful tools to connect with the U.S. Hispanic population -- but only when used correctly. Interested in getting started with your Hispanic marketing strategy?

Learn more about our Hispanic digital marketing services , or reach out to one of our expert digital marketing consultants for more information.

With locations across the country, find a location that works best for you. Additional questions or comments? Feel free to contact us -- we’d love to hear from you!

Understanding Key Programmatic Players: A Comprehensive Guide

Wed, 14 Jun 2023 18:56:27 GMT

In today's digital advertising landscape, programmatic advertising has revolutionized the way brands connect with their target audience.

The programmatic ecosystem consists of various players, each with a distinct role in facilitating the buying and selling of ad inventory.

In this blog post, we will delve into the key programmatic players, providing a comprehensive understanding of their functions and how they contribute to the success of programmatic advertising campaigns.

Sell Side: Publishers, Publisher Ad Servers, and Supply-Side Platforms (SSPs)

At the foundation of programmatic advertising are publishers. These entities encompass a broad range of platforms, including social media platforms, TV networks, streaming services, and websites operated by news and trade publications. Publishers serve as the space where messages are displayed and monetized, making them an integral part of the programmatic ecosystem.

To streamline the process of delivering ads to websites and applications, publishers utilize publisher ad servers. These software solutions store data on advertising content and ensure efficient delivery to the desired destinations.

Publisher ad servers also play a crucial role in managing ad inventory, tracking campaign performance, and analyzing results. Their comprehensive capabilities enable publishers to optimize their advertising strategies and maximize revenue generation.

To connect publishers with multiple demand sources, such as ad exchanges, ad networks, and demand-side platforms (DSPs), supply-side platforms (SSPs) act as intermediaries . SSPs offer a unified platform that enables publishers to reach a wider range of potential buyers.

By consolid ating connections to multiple demand sources, SSPs simplify the process of selling ad inventory, leading to increased efficiency and revenue for publishers.

In the Middle: Ad Exchanges and Ad Networks

Sitting between the sell side and the buy side, ad exchanges and ad networks play a pivotal role in the programmatic ecosystem.

Ad exchanges serve as marketplaces where publishers can offer their ad inventory to potential buyers, including advertisers and agencies. These platforms facilitate real-time bidding (RTB) transactions, allowing advertisers to bid on available impressions, targeting their desired audience segments. Ad exchanges provide transparency and efficiency, ensuring that ad inventory is sold at fair market prices.

Similarly, ad networks play a vital role in aggregating ad inventory from multiple publishers. They act as intermediaries, bridging the gap between publishers and advertisers. Ad networks curate ad inventory from various publishers and package it for advertisers, offering a simplified buying process. By leveraging their extensive reach and inventory options, ad networks enable advertisers to efficiently target their desired audience across multiple publishers.

Buy Side: Advertisers, Advertiser Ad Servers, and Demand-Side Platforms (DSPs)

Advertisers, the driving force behind programmatic advertising, are companies and brands seeking to share their messages with their target audience. To deliver their ads effectively and track and manage their campaigns, advertisers utilize advertiser ad servers.

These sophisticated technologies provide the infrastructure necessary for advertisers to deliver their ads to the desired platforms efficiently. Advertiser ad servers also offer robust tracking and campaign management capabilities, empowering advertisers to measure their performance accurately and optimize their campaigns for maximum effectiveness.

To facilitate the buying process for advertisers and agencies, demand-side platforms (DSPs) serve as a centralized hub for purchasing ad inventory. DSPs allow advertisers to buy inventory from multiple ad exchanges, ad networks, and SSPs in an automatic, efficient, and optimized manner. By leveraging sophisticated algorithms and real-time data, DSPs enable advertisers to target specific audience segments, optimize their bidding strategies, and achieve their campaign objectives effectively. The streamlined workflow offered by DSPs simplifies the ad buying process and enhances campaign performance.

Understanding the key programmatic players is essential for marketers and advertisers looking to leverage the power of programmatic advertising. Publishers, publisher ad servers, SSPs, ad exchanges, ad networks, advertisers, advertiser ad servers.

Harnessing the Power of Belongingness: 3 Online Persuasion Tips

Mon, 12 Jun 2023 20:30:13 GMT

In the world of online marketing, understanding the psychological factors that influence consumer behavior is paramount. One such factor is belongingness, the innate human desire to connect with others and be part of a social group.

By leveraging this fundamental need, marketers can effectively persuade and engage their target audience. In this blog post, we will explore three powerful online persuasion tips that tap into the power of belongingness, along with two examples for each tip.

Tip #1: Encourage Community Formation

One of the most effective ways to foster belongingness is by encouraging the formation of communities or facilitating dialogue among your customers and prospects. Creating a space where individuals can come together, share their experiences, and engage in meaningful discussions not only strengthens the bond between customers but also deepens their connection with your brand.

Example 1: Facebook Groups

Establishing Facebook Groups centered around topics related to your product or service can be an excellent way to facilitate community formation. By creating a platform for customers and prospects to interact, share insights, and ask questions, you not only promote a sense of belonging but also position yourself as a trusted authority within the community.

Example 2: Online Forums.

Engaging with online forums that cater to your target audience can also provide a valuable opportunity to foster belongingness. By actively participating in relevant discussions, offering insightful advice, and demonstrating your expertise, you can establish yourself as a respected member of the community while subtly promoting your brand.

Tip #2: Leverage Influencers from Target Social Groups

Influencers hold significant sway over their followers, making them a powerful tool for harnessing belongingness in your marketing efforts. Identify influencers who belong to your target social groups and collaborate with them to promote your brand. When individuals see someone they admire endorsing your product or service, they are more likely to feel a sense of belonging and trust, thereby increasing the chances of conversion.

Example 1: Instagram Influencer Partnerships

If your target audience primarily engages with Instagram, partnering with influencers in your niche can yield remarkable results. By collaborating with influencers who are popular among your target social groups, you can tap into their existing network of followers, leveraging their influence to build brand affinity and establish a sense of belongingness.

Example 2: YouTube Brand Ambassadors

YouTube is another platform ripe with opportunities to leverage the power of influencers. Identify popular content creators whose audience aligns with your target demographic and establish partnerships with them. Through product placements, endorsements, or dedicated videos, these influencers can effectively communicate the sense of belongingness associated with your brand, encouraging their followers to join the community you've cultivated.

Tip #3: Showcase Social Proof

Humans are highly influenced by the actions and choices of others, particularly those in their social group. By showcasing social proof, such as customer reviews or ratings, you can tap into the belongingness factor and provide reassurance to prospective customers that people like them have already embraced your brand.

Example 1: Testimonials and Reviews

Highlighting testimonials and positive reviews from satisfied customers on your website or landing pages can significantly impact the persuasion process. When individuals see that others from their social group have had positive experiences with your product or service, they are more likely to trust your brand and perceive it as a safe choice, fostering a sense of belongingness.

Example 2: User-Generated Content

Encourage your customers to create and share content related to their experiences with your brand. This could include testimonials, unboxing videos, or social media posts featuring your product. By showcasing user-generated content, you not only validate the sense of belongingness among existing customers but also inspire prospects to become part of your community and share their own stories.

Belongingness is a powerful psychological motivator that can greatly influence online consumer behavior.

By implementing these three online persuasion tips - encouraging community formation, leveraging influencers from target social groups, and showcasing social proof - marketers can tap into the innate desire for belongingness and establish a strong emotional connection with their audience.

By nurturing a sense of community and highlighting that people like them are already part of your brand, you can create an environment where individuals feel they belong, fostering trust, loyalty, and ultimately, conversion.

3 Instagram Mistakes to Avoid for Your Business

Wed, 07 Jun 2023 17:47:37 GMT

Instagram has become a powerful platform for businesses to connect with their target audience and build a strong online presence. However, to make the most out of this social media giant, it is crucial to avoid some common mistakes that can hinder your business growth.

In this article, we will discuss three Instagram mistakes that you should steer clear of in order to maximize your business's potential on the platform.

1. Incomplete or No Bio

Your Instagram bio is more than just a few lines of text. It serves as a valuable tool to showcase your brand, attract potential customers, and improve your discoverability on the platform. Neglecting to optimize your bio can be a missed opportunity for your business. Here's why:

Discoverability : When users search for specific keywords or hashtags, Instagram scans bios to find relevant accounts. By including important keywords in your bio, you increase your chances of being discovered by potential customers who are actively searching for products or services related to your business.

Conversion : Your bio is an excellent place to convert visitors into customers. Utilize the link in your bio effectively by using a service like Linktree to share multiple links, such as your website, Facebook page, landing page, or other important destinations. Make it easy for users to navigate to the desired location, ensuring a seamless user experience.

2. No Captions

Captions play a pivotal role in engaging your audience and driving more visibility to your posts.

While images and videos are attention-grabbing, a compelling caption can enhance the overall impact of your content. Here's why captions are essential:

Increased Engagement : A well-crafted caption can encourage users to like, comment, and share your post. More engagement signals to Instagram's algorithm that your content is valuable, which leads to increased visibility in users' feeds. Leverage emojis, hashtags, storytelling, questions, quotes, and calls to action in your captions, aligning them with your brand's personality and content strategy.

Brand Voice : Captions provide an excellent opportunity to showcase your brand's unique voice and personality. Consistency in tone and messaging helps in establishing a strong brand identity, which resonates with your target audience. Craft captions that align with your brand's values and goals to create a deeper connection with your followers.

3. No Business Account

Using a personal Instagram account for your business might seem convenient, but it limits your access to valuable features that can significantly benefit your business's growth. Here's why you should switch to a business account:

Instagram Insights: A business account provides access to Instagram Insights, a powerful analytics tool that offers valuable information about your audience, including demographics, engagement patterns, and post performance. These insights help you understand your audience better and tailor your content to meet their preferences.
Post Scheduling : Switching to a business account allows you to connect your Instagram account with your Facebook page, enabling you to schedule posts in advance. This feature saves time and ensures that your content is published at optimal times, maximizing its reach and impact.
Shop Tab : For businesses selling products online, a business account unlocks the Shop tab functionality. This allows you to create an online shop within the Instagram app, making it easier for users to browse and purchase your products directly. Instagram's recent introduction of order placement and tracking within DMs further enhances the shopping experience for your customers.

Instagram offers tremendous potential for businesses to connect with their target audience, build brand awareness, and drive conversions. By avoiding these three common mistakes – having an incomplete or no bio, neglecting captions, and using a personal account instead of a business account – you can ensure that you make the most out of your Instagram presence. By optimizing your bio, creating engaging captions, and leveraging the benefits of a business account, you can unlock new opportunities and take your Instagram marketing strategy to new heights.

Embrace these best practices, and watch your business thrive on this dynamic social media platform.

Header Bidding: Maximizing Programmatic Advertising Revenue

Wed, 07 Jun 2023 15:58:47 GMT

In the world of programmatic advertising, staying ahead of the curve is essential for marketers and publishers alike. One technique that has gained significant traction and revolutionized the way ad inventory is bought and sold is header bidding.

This advanced advertising method allows publishers to unlock new revenue streams, provide transparency, and gain greater control over their ad spaces. In this blog post, we will delve into the intricacies of header bidding and explore its benefits.

What is Header Bidding?

Header bidding is a programmatic advertising technique that enables publishers to offer their ad inventory to multiple ad exchanges and networks simultaneously.

Traditionally, publishers would rely on a waterfall method, where ad networks would sequentially bid on their inventory. However, this method often resulted in suboptimal revenue and limited transparency.

Header bidding disrupts this sequential process by allowing advertisers to bid on ad space before the ad server is called, resulting in a more efficient and profitable auction.

How Does Header Bidding Work?

Let's take a closer look at the step-by-step process of header bidding:

1. User Enters the Website : When a user visits a website, the header bidding process is initiated.

2. Tag or Script in the Page Header : A tag or script embedded in the page header triggers the header bidding process. This tag redirects the user's information to one or more ad exchanges.

3. Connection with DSPs and SSPs : The ad exchanges are connected to Demand-Side Platforms (DSPs) and Supply-Side Platforms (SSPs). DSPs are responsible for facilitating the buying of ad space on behalf of advertisers, while SSPs help publishers manage and sell their ad inventory.

4. User Information and Bid Price : The SSPs send the user's information to the DSPs, along with the bid price for the available advertising spaces on the website.

5. Offers from DSPs : Based on the user's profile, the DSPs respond with their offers if the user's characteristics match the targeting criteria of the advertisers.

6. Determining the Winning Bid : The SSPs collect the offers from the DSPs and determine the final price of the winning bid. They then send this information to the ad server.

7. Ad Server Prioritization : Within the ad server, the priority of the ads is determined based on the configuration previously implemented by the publisher. This prioritization ensures that the most valuable ads are displayed to the users.

8. Ad Loading and User Experience : Finally, the winning ad is loaded onto the website, making it visible to the user. The entire process, from the user entering the website to the ad being displayed, occurs seamlessly and in real-time.

Benefits of Header Bidding:

Now that we understand how header bidding works, let's explore the benefits it offers:

1. Transparency:

Header bidding provides advertisers with direct access to publisher data, allowing them to make more informed decisions about their ad strategy. Advertisers can evaluate the performance and suitability of ad inventory, leading to more targeted and effective campaigns.

2. Increase in Revenue:

By offering ad inventory to multiple demand sources simultaneously, publishers can maximize their revenue potential. Header bidding exposes inventory to a larger pool of advertisers, increasing competition and driving up bid prices. This results in higher overall ad revenues for publishers.

3. Increased Control:

Publishers have greater control over the header bidding process. They can select which demand sources are eligible to participate in the auction, ensuring the quality and relevance of ads displayed on their websites. Publishers can also prioritize certain advertisers, offering them preferential treatment and potentially securing higher bids.

4. Improved User Experience :

Header bidding enhances the user experience by reducing latency. The real-time nature of header bidding ensures that the ad is loaded quickly, minimizing delays and creating a smoother browsing experience for users.

In conclusion, header bidding has transformed programmatic advertising by offering publishers increased control, transparency, and revenue opportunities. By enabling simultaneous bidding from multiple demand sources, publishers can unlock the full potential of their ad inventory and create a more efficient and profitable ad ecosystem. As the digital advertising landscape continues to evolve, embracing header bidding can give marketers and publishers a competitive edge in maximizing their programmatic advertising revenue.

A Beginner’s Guide to Hispanic Digital Marketing: The Top 16 Key Terms you Need to Know

Tue, 06 Jun 2023 21:05:09 GMT

Brands and businesses everywhere are adapting to an increasingly diverse U.S. population by engaging with target audiences of all backgrounds. With tons of technical terms in the world of Hispanic and multicultural digital marketing, it can be easy to get confused. We compiled a list of commonly asked questions and terms to help you get started on your Hispanic digital marketing journey - because it shouldn’t have to be daunting .

When to use Hispanic, Spanish, or Latino?

With so many variations , which is which?

1. Latino : Latinos are an ethnic group who are of Latin American origin or descent. Latin America spans several continents including Mexico, Central and South America, and parts of the Caribbean. Latinos can be of any race, and there’s plenty of cultural nuances among Latinos.

While there are universal cultural components, it’s important to note that there are also key differences across Latino groups. For example, someone from a Mexican background and someone from a Cuban background would have grown up eating different foods, using different Spanish slang, and carrying out their own unique customs and traditions

2. Hispanic: Hispanic refers to Spanish-speaking individuals. This includes Latinos as well as spanish-speakers from countries like Spain.

3. Spanish: Aside from being a language, Spanish is also used to refer to people who are from Spain.Keep in mind that there can be a difference between being Spanish and Hispanic, and that people can also be both.

4. Latinx: This is a newer term that is sometimes used in place of Latino or Latina, although they have the same definition - other than that the “x” is meant to make it gender neutral.

How does language factor in?

How can you know your audience’s language preference? What about bilingual preferences? The truth is out:

5. English dominant: A person who primarily uses and communicates in English in their day-to-day life. These individuals usually prefer to be advertised to in English, though there can be exceptions.

6. Spanish dominant: A person who primarily uses and communicates in Spanish in their day-to-day life. Spanish-dominant individuals most often prefer ads in Spanish since they are more comfortable and familiar with the Spanish language.

7. Bilingual: As you may already know, bilingual simply means the ability to speak two languages. When it comes to bilingual Hispanic ads, contrary to popular belief, they aren’t necessarily 50/50 English and Spanish. For instance, the ads often utilize Spanglish or have Spanish words sprinkled in. Keep in mind that bilingual individuals can be English or Spanish-dominant, or they may not have a preference. However, it’s important to note that bilingual ads can sometimes come across as trying too hard if they aren’t done with a deep enough knowledge and background of the prospective audience, so it’s key to have an experienced team with a thorough understanding to run them.Take this real-world situation for example:

Misunderstandings of a group’s culture on a mass scale can lead to bad press, which was recently seen surrounding a popular novel that was released detailing the Latino immigration experience.

Adding to its controversy were claims that it misconstrued key cultural nuances, like the use of Mexican phrases in Spanish. Commenting on the issue, Domingo Perez, an English professor at the University of Texas at Austin's Center for Mexican American Studies, told the BBC,“When writing about a community to which one does not belong, authors have an obligation to think about the social and cultural politics of what they are doing.”

While you may not be a novelist, you are the author of your business and business image - so it’s important to recognize how you’re telling your company’s story with careful consideration of your audience.

8. ELF (English-language first) Latino: ELF Latinos are bilingual, but tend to be English dominant. Most were either born in the U.S. or arrived in the U.S. at a young age. That being said, preferences vary and some ELF Hispanics may favor bilingual ads instead of English-only ads depending on the context.

What’s the difference between Hispanic marketing vs. multicultural marketing?

Are they one in the same? Well, yes and no.

9. Hispanic Marketing: Hispanic marketing is a segment within multicultural marketing. Important factors to take into account in this category are language (English, Spanish, or bilingual), cultural relevance, demographics (age, income, education, etc.), and location.

10. Multicultural marketing: Hispanic marketing falls within the multicultural marketing category, but it’s also important to note that other segments fall into this category too (e.g. African American, Asian, etc.). The word “multicultural” simply refers to the use of multiple cultures or ethnic groups within society.

You may have heard this term more frequently recently, which would make sense since multicultural marketing is a growing category within modern-day marketing and advertising. However, despite the fact that African Americans, Asian Americans, and Latino/Hispanic Americans make up nearly 37% of the U.S. population, many members of these groups don’t feel properly represented in the media. For instance, according to a recent Adobe study , 53% of U.S. Latinos feel their ethnic identity is portrayed stereotypically in ads. That being said, working with a team of experienced experts is key to avoiding any multicultural misunderstandings or faux pas.

Are diversity and inclusion the same thing?

...So what exactly is the difference here?

11. Diversity: By definition , diversity is simply the state of being diverse or containing variety. When it comes to advertising, diverse marketing campaigns feature options among their varying audience segments. For Hispanic audiences, this could mean running a Spanish version of your ad campaign or alluding to your audience’s culture through your messaging.

12. Inclusion: Inclusion goes a step further than diversity by ensuring that all audiences not only are accounted for, but that they also feel included and welcome. For example, Denny's, the American diner chain, recently upped their diversity and inclusion initiatives by recognizing the commonalities among different groups in the U.S through inclusive marketing campaigns.

To foster a community where all people belong, they aimed to position the restaurant as a welcoming environment - and not just a place to stop for food. In an effort to include Hispanics, who otherwise felt they missed out on the cultural context behind the American diner experience, the chain spoke to the Latino demographic through a Spanish-language commercial with English subtitles. They also expanded their menu to be more diverse and include Latino inspired dishes. With 53% of their consumers being multicultural, Denny’s has seen the firsthand results of how inclusive strategies can fuel business growth.

How do audiences differ by generation?

Why do generations matter? Is there any real evidence behind these terms?

While you’ve probably seen exaggerated examples of each generation in the media - like the infamous “OK, boomer” phenomenon or depictions of tech-obsessed millennials - having a general idea of each audience can play an important role in your marketing strategy to inform the most effective way to reach your target market. You may also be surprised to find out that each of these generations are active digital users - and their preferred platforms vary.

When it comes to Hispanic marketing, keeping younger generations such as Millennials and Gen Zers in mind is vital considering that the majority of U.S. Hispanics fall into these two categories.

13. Millennials: Also referred to as “Generation Y,” Millennials are individuals who were born between the 1980s and the mid 1990s. Millenials are known for reaching adulthood in the time of the Information age (the 21st century millenium - hence the term “Millennial”), which lends itself to their tech savviness and willingness to adopt new technology. That being said, Millennial audiences are best reached via digital through social media, OTT streaming, and newer media forms as opposed to traditional TV.

30% of them engage with brands on social media at least once a month, and a whopping 97% read online reviews before choosing a business or service. Because they make up a huge percentage of the American workforce, they’re also increasingly buying homes, starting families, and making financial gains - making them a prime marketable audience.

14. Gen Z: Gen Z are Millennials’ younger counterparts, having been born in the late 1990s to around 2010. Also tech savvy and receptive to new technology, Gen Z is a digital-first audience composed of always-connected social media connoisseurs. It’s important to note that while they’re similar to Millennials in this way, Gen Z also differ from them since they have only ever known a world where technology is king.

Born into the information age, digital mediums come naturally to them. While many are still in grade school, the oldest members of this population have started to graduate college. Gen Z are a key audience to watch out for in coming years, since they’re not only digital-first, but they’re also the most diverse group of each generational audience - making them the largest multicultural demographic.

15. Baby Boomers: While baby boomers are often stereotyped as being old-school and traditional, they’re more tech savvy than people might think. By the numbers, 96% use search engines, 95% use email, and 92% shop for products and services online rather than in-store. 70% of them enjoy watching videos about products and services, and many are active social media users on Facebook.

That being said, they’re also avid TV viewers, despite the fact that TV is a declining medium among younger generations.

16. Gen X: As a less commonly discussed “in-between” generation, Gen X is another vital audience to keep in mind. Preceding Millennials but younger than Baby Boomers, this generation was born between the mid-1960s and the early 1980’s. Currently, Gen Xers tend to be around the middle of their working years as they approach their peak earnings.

They’re known for being self-sufficient and entrepreneurial, and are savvy when it comes to using technology as a helpful tool. 64% of Gen Xers say that online reviews matter to them, and 83% use technology as a tool for services such as financial planning. Case in point, this is a largely digital audience worth considering.

Now that you’ve made it this far…

Hopefully these terms were able to answer any of the lingering questions or confusion you may have had about Hispanic and multicultural digital marketing.

If not, feel free to contact us to learn more - we’re just a quick email or phone call away.

Case Study: How Entravision San Diego & TurboTax Engaged Hispanic Audiences at the Height of Covid-19

Tue, 06 Jun 2023 17:52:57 GMT

There’s nothing like a global pandemic fueled by economic uncertainty to make people anxious about their finances. In an effort to raise brand awareness and boost consumer confidence, TurboTax partnered with Entravision to form a creative marketing campaign that would put the San Diego Spanish-speaking public at ease by answering their stimulus package questions in light of recent events. Read on to find out what made the campaign a major success despite debuting in less than ideal circumstances.

B ackground

Entravision San Diego is a full service digital marketing agency serving San Diego, CA. As businesses large and small across the country began feeling the effects of the Covid-19 pandemic earlier this year, many were left wondering what to do next to address consumers during a time when ads were the last thing on their minds. Luckily, with a bit of creativity and a carefully thought out marketing strategy, some brands, such as TurboTax, made huge strides despite the difficult circumstances. So, how were they able to do this?

In April of 2020, Turbo Tax was looking to raise awareness and boost consumer trust by offering their expertise to the San Diego Spanish-speaking community around what to expect for the upcoming economic stimulus packages, and they turned to Entravision to deliver the big results they set out for through original video production, social media marketing, and a seamless broadcast integration.

The key here was reaching a largely untapped and underserved Hispanic market. While many brands and businesses stick to addressing the general market, they may not realize they could be missing out on a huge opportunity by not addressing the Hispanic market, or by addressing this audience but failing to reach them in their preferred language. Areas with dense Hispanic populations are especially important to consider when planning a Hispanic or multicultural marketing campaign. In San Diego alone, Hispanics make up a whopping 36% of the total population and have a combined $25B in purchasing power - it would be a shame to miss out on this powerful audience!

Hispanic Marketing Strategy

In order to raise awareness and engage Hispanic consumers from all angles, Entravision Local Marketing Solutions ran a multiplatform Spanish-language campaign for Turbo Tax across the 6pm local news broadcast on TV, Facebook, and YouTube in April 2020. Given the huge spikes in local news viewership due to the public’s coronavirus concerns, reaching Spanish-speaking Latinos in San Diego via broadcast was a key component of the campaign. According to Nielsen research , local TV news' share for viewers ages 25-54 viewing for all quarter-hours rose to 30.4% (from 25.7%) in the week of March 9th alone - making local broadcast a no brainer for this campaign in particular.

A combination of a News Elevator, Facebook Posts, YouTube video post, and audience participation methods were also used to engage with the community and respond to their burning questions and concerns.To increase audience interaction and participation, the campaign engaged local audiences directly by giving them the option to send in questions to Turbo Tax CPA Miguel Burgos via Facebook and Skype. Not only did this allow for audience members to receive free personal one-on-one advice from a finance professional, but it also allowed the rest of viewers who tuned in to gain these insights for themselves as well. In doing so, TurboTax was able to build a foundation of trust and consumer confidence thanks to lending a helping hand to the community who was actively seeking knowledge about the topic.

Social media played a huge role in the campaign, and there’s no denying that social media marketing is a staple in today’s digital marketing world - and for good reason. Aside from building community and receiving the latest information, social media is the perfect vehicle for conversations to continue online. While social media is booming across all ages and ethnic groups, research shows that U.S. Hispanics over-index for the amount of time they spend on social networking sites, with 52% spending one or more hours on social media daily, compared with 38% of non-Hispanic Whites.

If you thought that was impressive, consider that 24% of Hispanics have been found to spend three or more hours per day on social media sites compared to their non-Hispanic White counterparts at 13%. For this reason, Facebook and YouTube posts were an ideal, results-driven method for engaging with this audience of social media connoisseurs.

Data Driven Results

Thanks to a thoughtful marketing plan and timely execution, the campaign’s strategy delivered big time, and was a massive success. Facebook views came in at over 153,000, with 3,600 post engagements– showing that Hispanic audiences were highly interested in the stimulus topic and were eager to receive advice from a credible source.

In the same day, views on YouTube surpassed 600 with 618 video views, and Entravision’s 6pm newscast on April 2nd captured 67% more audience share than the competition for Spanish-speaking adults ages 18-49, and 50% more audience share for adults ages 25-54.Thanks to their proven track record and expertise reaching Hispanic audiences, Entravision San Diego’s marketing consultants were able to optimize the multiplatform campaign every step of the way to engage Hispanic audiences across their favorite broadcast and digital channels.

Ultimately, Entravision San Diego and TurboTax proved to be a highly engaging and successful duo. They were able to not only help local Hispanic community members, but they also raised awareness for their platform by building consumer trust at a time when it mattered most.

Check out our video for a firsthand look at the campaign!

5 call to action ideas for Digital Out of Home Advertising

Tue, 30 May 2023 18:51:34 GMT

In the dynamic realm of advertising, digital out-of-home (DOOH) platforms offer a unique opportunity to captivate audiences on the move. However, grabbing attention is just the first step.

To truly make an impact, marketers must incorporate compelling call-to-action strategies that prompt viewers to take desired actions.

We present five creative call-to-action ideas for digital out-of-home advertising. These strategies will not only capture attention but also drive engagement, conversions, and measurable results.

From interactive experiences to personalized offers, let's dive into these innovative call-to-action concepts that will take your DOOH campaigns to new heights.

1. QR CODES

Some use cases include:

Interactive Billboards : QR codes are frequently seen on interactive billboards. Commuters waiting at bus stops or walking by can scan QR codes to access exclusive content, promotional offers, or enter contests, providing an instant and engaging experience.
Mall Digital Screens strategically display QR codes that allow shoppers to scan and explore additional product information, discounts, or even make purchases directly through their smartphones.
Transportation Advertising : QR codes placed on public transportation ads enable passengers to instantly learn more about a featured product or service. Scanning the code leads them to landing pages with detailed information, special offers, or the option to sign up for newsletters.

2. SMS TEXT

Use cases examples:

Interactive billboards can feature SMS keywords or shortcodes that allow passersby to engage with the campaign by texting a specific keyword to a designated number. Users instantly receive a response containing further information, exclusive content, or promotional offers.
Mall Digital Screens can prompt shoppers to text a specific keyword to a designated number in order to receive exclusive discounts or personalized shopping recommendations.
Transportation ads can incorporate SMS calls-to-action, inviting passengers to text a keyword to a designated number to receive more information or participate in interactive experiences. This allows advertisers to capture the attention of travelers and deliver engaging content or promotions.

Also, in this document created by Mobile Marketing Association (MMA) , you'll find several case studies where mobile ads integrated with digital out-of-home (DOOH) advertising increase the effectivenes in engagement rates.

3. Short Links

The use of short links eliminates the need for manual scanning or texting, making it a convenient and straightforward way for passersby to engage with the campaign instantly. Moreover, the shortened URLs offer flexibility for marketers to track click-through rates, measure campaign success, and optimize their DOOH advertising strategies accordingly.

4. Social Media Hashtags

By incorporating social media hashtags into digital out-of-home advertising campaigns, marketers can bridge the gap between offline and online experiences.

By encouraging audience participation, user-generated content, and social sharing, advertisers can harness the power of social media to extend the reach and impact of their DOOH campaigns

5. Email

How to use it?

Consider a DOOH campaign promoting a retail store or an e-commerce platform. Alongside captivating visuals and a compelling call-to-action, advertisers can include a designated email address on the digital screens. Viewers are encouraged to send an email or sign up for a newsletter to receive exclusive offers, discounts, or updates.

In the fast-paced world of digital out-of-home advertising, a well-crafted call-to-action can make all the difference in capturing audience attention, driving engagement, and achieving desired results.

We explored five creative call-to-action ideas that can elevate your digital out-of-home advertising initiatives. From interactive experiences and personalized offers to social media engagement and email integration, each strategy offers a unique approach to connect with viewers and inspire them to take action.

Remember, the key to success lies in understanding your target audience, aligning your call-to-action with campaign objectives, and leveraging the power of technology and data to deliver personalized experiences. Continuously measuring and analyzing the effectiveness of your call-to-action strategies will enable you to optimize and refine your campaigns for maximum impact.

The 10 Best Hispanic Marketing Tips in 2023

Thu, 25 May 2023 17:24:37 GMT

According to the Clarita's 2022 U.S. Hispanic Market Report, the U.S. Hispanic population will represent over 20% of U.S. in 2023. If your business isn’t reaching and connecting with this growing influential group, you could be seriously missing out.

Keep reading for the ten best Hispanic marketing tips you need to know in 2023. It’s time to get the ball rolling!

The tips we’ll be reviewing include:

1. Get Started With Hispanic Marketing ASAP

2. Use Digital Marketing to Reach Hispanics on Their Favorite Platforms

3. Recognize That Acculturation Plays a Big Role -- Not All Latinos Are the Same

4. Avoid Stereotyping the Hispanic Market

5. Remember to Keep Language Preferences in Mind

6. Utilize Generational Marketing to Reach Latinos of Different Age Groups

7. Stop Using the Same General Market Messaging to Reach the Hispanic Market

8. Reach the Hispanic Market Year-Round to Make an Impact

9. Track Your Progress and Optimize Your Marketing Campaigns Accordingly

10.Consider Partnering With a Hispanic Marketing Agency

Questions or comments? Feel free to contact us here .

1. Get Started With Hispanic Marketing ASAP

The time to begin using Hispanic marketing to grow your business is now. Did you know that Hispanics in the U.S. are the highest spending minority group in the United States ?

Additionally, U.S. Hispanic population will grow 67.7 million in 2023 a with a Consumer Buying power of $2.8 Trillion in the next 3 years and represent 12% of the total U.S buying power.

2. Use Digital Marketing to Reach Hispanics on Their Favorite Platforms

If the last year has shown us anything, it’s that digital use has skyrocketed -- and will likely continue to do so. While many people can relate to increasing their daily screen time and social media use, Hispanic audiences in particular took to their digital devices at staggering rates during the pandemic.

For instance:

Hispanics over-index when it comes to tech device ownership. In Q1 2020, 6 in 10 (62%) owned an internet-connected device, making them 29% more likely than the general population to own one.
Two-thirds of Hispanics own an enabled Smart TV, making them 25% more likely than the total US population to own one.
In 2020, some 78% of Hispanic households have at least one video streaming service, compared to 74% of total US households.
Seven in 10 Latinos surveyed reported that they have increased the amount of time spent watching movies or shows using a streaming service, while only 55% of non-Hispanics reported doing the same.
Hispanic adults are 21% more likely to listen to internet radio than the general online population.

In addition to online streaming and tech device ownership, U.S. Latinos are also heavy users of social media. eMarketer forecasts that in 2023 , 70% of Hispanics will use social media every month vs 66.5% of the general population.

Want to see how we reach them? Learn more about the platforms we connect with Latinos on and the services we provide .

Source: Statista, Percentage of adults in the United States who use social networks as of February 2019, by ethnicity. January, 2022.

3. Recognize That Acculturation Plays a Big Role -- Not All Latinos Are the Same

One of the biggest mistakes businesses make when trying to connect with Latino audiences is assuming that they are all the same. While Latinos in the U.S. do share some of the same cultural v alues and practices, their le vel of assimilation and acculturation within the United States can vary greatly.

A third generation Mexican-American likely has different interests and language preferences than a first generation immigrant who is more closely tied to their home country, Spanish language, and values.

Learn more about our acculturation model and how we market to Latinos by taking these factors into account . Plus, be sure to check out our article about marketing to Latinos across immigrant generations for more tips.

4. Avoid Stereotyping the Hispanic Market

On the same note as not assuming that all Latinos are the same, it’s key to avoid using clichés when marketing to Hispanic audiences -- no one wants to feel like they’re being stereotyped or misrepresented. A new study by the Cultural Marketing Council showed that more than half of people ages 13 to 49 have gone as far as quitting a culturally insensitive brand, saying it “offended them or disrespected their values.”

With over 30 countries in Latin America, addressing all Latinos as a monolithic group or by using clichés about Hispanic culture can come across as tacky at best, and highly offensive at worst -- and it could actually cost your business customers in the long run.

While there are Latinos across the U.S., the Latino population can vary greatly by the local area you’re in. For instance, some areas of the U.S. have Latino populations that are predominantly Mexican-American, such as in California, while others may have a large Latino population mostly made up of El Salvadorians, such as in Washington DC.

It’s crucial to take a localized and nuanced approach to your Hispanic marketing instead of using stereotypes and hoping they stick. By taking the time to get to know and understand your area’s local Hispanic community, you can begin to reach them more authentically and effectively.

5. Remember to Keep Language Preferences in Mind

Many people mistakenly believe that Hispanic marketing simply means directly translating an ad from English into Spanish -- and they couldn’t be more wrong.

Hispanic marketing is not a one size fits all solution. Factors such as immigrant generation, age, acculturation, interests, and more can all play a role in a person’s language preferences.

As we mentioned earlier, a third generation Latino born in the U.S. will likely be more assimilated into American culture, and therefore most likely prefer English content or bilingual content, while a first generation Latino immigrant in the U.S. would likely prefer to receive ads in Spanish.

It’s all about context!

6. Utilize Generational Marketing to Reach Latinos of Different Age Groups

Aside from immigrant generations, reaching Latinos in accordance with the age group they fall under is another key step to reaching them effectively. From Boomers to Millennials and Gen Z, each demographic has their preferences and habits that are key to know when using digital marketing to reach them.

Contrary to popular belief, all age groups tend to spend time on their digital devices and platforms of choice (yes, even the supposed tech-averse Boomers). Knowing which of these platforms they prefer can make all the difference.

For instance, Millennials might be best reached on social media platforms such as Instagram, while Boomers might prefer email marketing or ads on their favorite news sites. Speaking of Millennials, learn more about how to market to Latino Millennials by reading our post here .

Although not all members of a generational group are necessarily the same, having a general idea of which platforms make the most sense for each group can help your business outline your overall digital marketing and/or Hispanic marketing strategies.

7. Stop Using the Same General Market Messaging to Reach the Hispanic Market

When it comes to your Hispanic marketing campaign’s messaging, simply reusing or repurposing the same messaging into Spanish isn’t going to cut it. If you’re already making a dedicated effort to reach out to Latino audiences in particular, why use the same exact approach you would use to reach the general market?

By taking cultural insights into perspective and gaining a better understanding of your target Hispanic audience, you can then formulate marketing messaging and strategies that more closely align with their culture and motivations for purchasing your products or services.

This is easier said than done, which is why it’s highly recommended to work with expert Hispanic marketing professionals to get the job done and avoid any faux paus in the process.

Not sure how to choose the right Hispanic marketing agency for your business? Read our post on the topic to discover what you need to know before making your decision.

8. Reach the Hispanic Market Year-Round to Make an Impact

Consumers are smart -- and they can see through obvious shallow attempts of brands trying to connect with them. Many businesses take the first step of advertising to Latinos, but fail to follow through by only marketing to them during tentpole occasions, such as Hispanic Heritage Month .

Don’t be the business that seems like they only care about Hispanic audiences once a year -- consumers will see right through it. Plus, incorporating diversity and inclusion in your marketing campaigns has tons of additional benefits. Check out the chart below for more info!

9. Track Your Progress and Optimize Your Marketing Campaigns Accordingly

Like any other marketing campaigns you run for your business, tracking and optimizing your Hispanic marketing campaigns is essential to not only building better campaigns, but also for getting the best return on investment.

Once you test different campaign strategies, digital platforms, creative messaging, etc., you can then optimize your future campaigns according to what has shown the best results -- and therefore save money by cutting out what isn’t working for you.

Want to see how we’ve optimized our clients’ campaigns for better Hispanic digital marketing results? View our client success stories here to get inspired !

10. Consider Partnering With a Hispanic Marketing Agency

If you’ve gotten this far into the article, you’ve learned that a lot goes into Hispanic marketing and creating the best Hispanic digital marketing campaigns possible. With so many factors to take into account, ranging from age, language preferences, generational differences, interests, etc., it can be overwhelming at first.

No need to fear -- we’re here to help. Feel free to contact one of our expert digital marketing consultants or find a location near you to see how you can get started.

General questions or comments are always welcome, so feel free to contact us here . We look forward to hearing from you!

8 Powerful Tips to Increase Visitor-to-Lead Conversion Rate

Thu, 25 May 2023 16:05:04 GMT

In the world of digital marketing, driving traffic to your website is only half the battle. The ultimate goal is to convert those visitors into leads, potential customers who are genuinely interested in your product or service. To maximize your website's effectiveness, it's crucial to optimize your conversion rate.

Let's dive into 8 powerful tips to help you increase your visitor-to-lead conversion rate and boost your business's success.

1. Craft Compelling and Relevant Content

Content is king in the realm of digital marketing, and it plays a pivotal role in converting visitors into leads. By creating high-quality, engaging content that resonates with your target audience, you can establish yourself as a trusted authority and inspire visitors to take action. To achieve this:

Start by understanding your audience's pain points, desires, and motivations.
Conduct thorough research to identify the keywords and topics that are most relevant to your niche.
Develop content that addresses these needs while showcasing your expertise. Incorporate persuasive calls-to-action (CTAs) within your content, guiding visitors towards the next step in their buyer's journey.

Remember, consistency is key. Regularly update your blog with fresh, informative content, and promote it through various channels like social media and email marketing to expand your reach and attract more potential leads.

2. Optimize Landing Pages for Conversion

A well-designed landing page is a critical component of your lead generation strategy. Here are some key elements to consider when optimizing your landing pages for maximum conversions:

Clear Value Proposition : Clearly communicate the unique value your product or service offers to your visitors. Highlight the benefits and solutions it provides, making it irresistible for them to proceed.
Strong Headlines and Subheadings : Grab attention with compelling headlines and subheadings that convey the core message of your offering. Use concise language and emphasize the value visitors will receive by converting.
Minimalistic Design : Keep your landing pages clutter-free and visually appealing. Use whitespace strategically to draw attention to important elements, such as your CTA button.
Persuasive Call-to-Action : Create a prominent, well-placed CTA button that stands out on the page. Use action-oriented language to encourage visitors to take the desired action, whether it's signing up for a newsletter, requesting a demo, or making a purchase.

3. Leverage Social Proof

Social proof is a psychological phenomenon where people look to others' actions and opinions to guide their own decisions. By showcasing positive reviews, testimonials, case studies, and user-generated content, you can build trust and credibility, encouraging visitors to convert into leads.

Consider incorporating social proof elements strategically throughout your website, including landing pages, product pages, and checkout processes. Here are a few effective ways to leverage social proof:

Testimonials : Feature testimonials from satisfied customers who have had a positive experience with your product or service. Include their name, photo (if available), and any relevant details that highlight their success. Place these testimonials strategically on your landing pages or homepage to build trust and credibility.
Case Studies : Create in-depth case studies that showcase how your product or service has helped a specific client overcome challenges and achieve their goals. Outline the problem, the solution you provided, and the measurable results. These case studies serve as powerful tools to convince potential leads of the value you can offer.
User-Generated Content : Encourage your existing customers to share their experiences with your brand on social media or through reviews and ratings. Display these user-generated content pieces prominently on your website to provide real-life examples of your product or service's effectiveness.
Influencer Endorsements: Collaborate with influencers or industry experts who have a strong following and align with your brand values. Their endorsement can significantly boost your credibility and increase the likelihood of conversion. Whether through sponsored content, guest blog posts, or social media collaborations, leverage the influence of trusted individuals to attract and convert more leads.

4. A/B Testing and Conversion Rate Optimization

The key to continuously improving your visitor-to-lead conversion rate is through A/B testing and conversion rate optimization (CRO). By experimenting with different variations of your website elements, you can identify what works best for your audience and optimize your conversion funnel accordingly. Here's how to get started:

Identify Key Conversion Points : Determine the critical conversion points on your website, such as CTAs, forms, or images. These are the areas where visitors take action, and optimizing them can have a significant impact on your conversion rate.
Create Variations : Develop alternative versions of your website elements to test against the original. Make changes to the design, copy, placement, color, or any other factors that might influence visitor behavior.
Test and Analyze : Use A/B testing tools to run experiments and collect data on user behavior and conversion rates. Monitor metrics such as click-through rates, bounce rates, and conversion rates to measure the performance of each variation.
Implement and Iterate : Based on the results of your tests, implement the changes that yield better conversion rates. Continuously iterate and refine your website elements to optimize the user experience and maximize conversions.

5. Write Clear and Concise Copy that Communicates Your Value

When it comes to converting visitors into leads, clarity and simplicity are key.

Craft your copy in a way that clearly communicates the unique value proposition of your product or service.
Use language that resonates with your target audience and addresses their pain points directly.
Avoid jargon or complex terminology that might confuse or alienate potential leads.
Keep your sentences and paragraphs concise, making it easy for visitors to understand the benefits and take action.

Remember, the goal is to provide a clear and compelling message that compels visitors to become leads.

6. Engage Customers Through Video

Video has become an incredibly powerful tool for engaging users and increasing conversions. Incorporate videos strategically throughout your website to showcase your products or services, demonstrate their benefits, or provide educational content. Videos can help build a stronger emotional connection with your audience, allowing them to see the value you offer in a more dynamic and memorable way. Whether it's testimonials, explainer videos, or product demonstrations, leverage the power of video to captivate visitors and increase the likelihood of conversion.

7. Limit Navigation and Add a Clear Call to Action

To maximize your visitor-to-lead conversion rate, it's essential to create a focused and streamlined user experience.

Limit the distractions on your website by simplifying the navigation and reducing the number of clickable elements. A clutter-free layout helps visitors stay focused on the main conversion goal.

Additionally, strategically place clear and prominent calls to action (CTAs) throughout your website. Use compelling language that encourages visitors to take the desired action, such as signing up for a free trial, requesting a quote, or scheduling a consultation. Make sure your CTAs stand out visually and are easily accessible from any page, guiding visitors towards conversion.

8. Create a Thoughtful Landing Page Acquisition Strategy

Tailor Landing Pages to Specific Campaigns : Create unique landing pages for each marketing campaign or traffic source. Align the messaging, visuals, and CTAs on these pages with the specific campaign, ensuring a seamless and personalized experience for visitors.
Optimize Forms for Simplicity : Keep your forms concise and straightforward, requesting only the necessary information. Long and complicated forms can deter visitors from completing them. Consider using progressive profiling techniques, where you gather additional information over time through multiple form submissions.
Offer Valuable Incentives : Provide visitors with a compelling reason to convert by offering valuable incentives such as free e-books, exclusive discounts, or access to gated content. These incentives not only increase the perceived value but also help in capturing lead information.

Increasing your visitor-to-lead conversion rate is a vital aspect of any successful digital marketing strategy. Remember, conversion optimization is an ongoing process, so stay proactive, analyze data, and adapt your strategies to meet the ever-changing needs and preferences of your target audience. With these tips in your arsenal, you'll be well-equipped to enhance your online presence, engage your visitors, and turn them into loyal customers.

Choosing a Facebook Ads Hispanic Marketing Agency: A Comprehensive Guide

Mon, 15 May 2023 16:51:52 GMT

In today's digital age, marketing campaigns heavily rely on social media platforms to reach wider audiences and achieve business goals.

Among these platforms, Facebook remains a dominant force, with a massive user base and powerful advertising capabilities. Facebook ocuppies the second place as digital ad seller in the US, after Google.

To effectively tap into the Hispanic market, which represents a significant consumer segment, businesses must consider partnering with a specialized Facebook Ads Hispanic marketing agency.

Here are some key factors to consider when selecting a Facebook Ads Hispanic marketing agency:

Understanding Your Business Goals

Before embarking on the search for a Facebook Ads Hispanic marketing agency, it is crucial to define your business goals.

These goals should align with your overall marketing strategy and outline what you aim to achieve through Facebook advertising. Whether it's increasing brand awareness, driving website traffic, generating leads, or boosting conversions, clarity on your objectives will guide your agency selection process.

According to Insider Intelligence : In 2022, US advertisers will spend $58.11 billion on Facebook ads, up 15.5% YoY.

In fact, Instagram continues to grow faster than core Facebook. Last year, Instagram overtook Facebook for its share of total net ad revenue in the US, 52.6%. Its share will increase to 60.9% by 2023.

Evaluating Expertise and Experience

When considering Facebook Ads Hispanic marketing agencies, it is essential to assess their expertise and experience in delivering successful campaigns. Look for agencies with a proven track record in targeting the Hispanic market and generating meaningful results for their clients.

Assessing Facebook Advertising Services

A reputable Facebook Ads Hispanic marketing agency should offer a comprehensive range of services that align with your marketing needs.

Evaluate whether they provide end-to-end solutions, including campaign creation, ad management, optimization, and reporting. Furthermore, ensure they possess expertise in creating compelling ad copy and designing captivating visuals.

Recent studies indicate that ad copy and visuals play a crucial role in the success of Facebook advertising campaigns. According to HubSpot, ads with captivating headlines and engaging descriptions have a 73% higher chance of being clicked by users. Therefore, partnering with an agency that excels in creating compelling ad content is paramount.

Targeting the Hispanic Market Effectively

When choosing a Facebook Ads Hispanic marketing agency, it is crucial to evaluate their ability to reach and engage with the Hispanic audience. Look for agencies that have a deep understanding of Hispanic culture, language, and preferences, as these factors significantly impact campaign effectiveness.

Selecting the right Facebook Ads Hispanic marketing agency is crucial for businesses aiming to tap into the Hispanic market effectively. By understanding your business goals, evaluating expertise and experience, assessing service offerings, and ensuring effective targeting, you can make an informed decision that aligns with your marketing objectives.

Remember that successful Facebook advertising campaigns require a combination of strategic planning, captivating ad copy, engaging visuals, and effective audience targeting. By partnering with a specialized agency, businesses can leverage the immense potential of Facebook's advertising platform and unlock new opportunities for growth within the Hispanic market.

As the importance of social media marketing continues to grow, particularly within the Hispanic market, businesses must stay ahead of the competition by choosing the right Facebook Ads Hispanic marketing agency. Investing in this partnership can yield substantial returns and help businesses establish a strong presence among Hispanic audiences.

In summary, when selecting a Facebook Ads Hispanic marketing agency, consider the following key points:

Clearly define your business goals and align them with your marketing strategy.
Look for agencies with a proven track record and experience in targeting the Hispanic market.
Evaluate the agency's range of Facebook advertising services, including campaign creation, ad management, optimization, and reporting.
Ensure the agency excels in creating compelling ad copy and captivating visuals.
Assess their understanding of the Hispanic market, including culture, language, and preferences.
Look for agencies that emphasize the importance of localized landing pages to engage the Hispanic audience effectively.

By incorporating these considerations into your agency selection process, you can maximize the impact of your Facebook advertising campaigns and effectively reach and engage with the Hispanic market.

Remember, choosing the right Facebook Ads Hispanic marketing agency is an investment in your business's success. Take the time to research, evaluate, and select an agency that aligns with your goals and has a track record of delivering outstanding results. With the right partnership, you can leverage the power of Facebook's advertising platform and unlock the immense potential within the Hispanic market.

Stay informed, adapt your strategies, and embrace the opportunities that Facebook advertising offers. Your business's growth and success in reaching the Hispanic market await!

Understanding Digital Out-of-Home Advertising for US Hispanics

Fri, 12 May 2023 19:27:56 GMT

Digital advertising has witnessed tremendous growth in recent years, with businesses leveraging various channels to reach their target audiences. One such effective channel is Digital Out-of-Home (DOOH) advertising , which combines the power of traditional out-of-home advertising with the dynamic and interactive capabilities of digital technology.

Brand Investment in DOOH Advertising

Recognizing the importance of reaching US Hispanics, many brands have increased their investments in DOOH advertising to engage this audience effectively.

According to eMarketer f orecast, after rising an explosive 34.9% in 2022, the category will moderate to “only” 16.7% growth in 2023, resulting in $2.87 billion in spending.

Market Insights and Opportunities

Understanding the market dynamics and consumer preferences is crucial for advertisers aiming to tap into the US Hispanic market through DOOH advertising. Here are some key insights to consider:

1. Language Preference : US Hispanics have diverse language preferences, with a significant portion being bilingual or Spanish-dominant. Advertisers should tailor their DOOH campaigns to include bilingual or Spanish-language content to resonate effectively with this audience segment.

2. Cultural Relevance : US Hispanics have a strong connection to their cultural heritage. Advertisers should incorporate culturally relevant visuals, themes, and messaging in their DOOH campaigns to establish an emotional connection with the audience.

3. Geographical Targeting: The US Hispanic population is not evenly distributed across the country. Advertisers should analyze demographic data and leverage DOOH networks strategically in areas with high concentrations of Hispanic residents to maximize the impact of their campaigns.

Furthermore, according to a MRI-Simmons study, compared to non-Hispanics, Hispanics are more likely to see Digital Place-Based video ads.

Digital Out-of-Home advertising presents a compelling opportunity for brands to connect with the US Hispanic audience effectively. Understanding the behavior and preferences of this demographic group is crucial for advertisers aiming to leverage DOOH to its full potential.

By tailoring campaigns to be culturally relevant, language-appropriate, and strategically targeted, brands can make a lasting impact and build meaningful relationships with US Hispanics through DOOH advertising.

Get in touch

Effective management of your DOOH advertising campaigns is much simpler with the support of an in-house marketing team or a full-service digital agency. At Entravision, we offer a team of skilled specialists who are solely dedicated to DOOH advertising.

We take a personalized approach to each campaign, thoroughly considering the unique products and services offered by our clients. Using a variety of tools and platforms, our team expertly monitors and manages campaigns to ensure that we meet our clients' specific objectives. Don't hesitate to contact us if you would like to learn more about our operations and services!

Boosting Your Local Business Campaigns with Google Audiences

Fri, 12 May 2023 18:32:48 GMT

In today's digital age, reaching the right audience is crucial for the success of any local business campaign.

With the help of Google Audiences, businesses can precisely target their ads to specific groups of people who are more likely to engage with their products or services.

In this blog post, we will explore six types of Google Audiences and provide examples of how local businesses can leverage them in their campaigns

1. Affinity Segments

Affinity Segments are Google's way of categorizing users based on their interests. These segments are built using data from users' browsing and search history, as well as their app usage.

There are over 100 Affinity Segments available , covering a wide range of interests, from sports and music to travel and cooking.

Local businesses can use Affinity Segments to target users who are likely to be interested in their products or services.

Example 1: A local sports store could target users in the "Sports Fans" Affinity Segment to promote their new line of running shoes. According to Google, this segment includes "people who are passionate about sports and fitness and who follow professional and college sports teams."

Example 2: A local travel agency could target users in the "Travel Buffs" Affinity Segment to promote their latest travel deals. According to Google, this segment includes "people who are enthusiastic about travel and are actively researching and planning their next trip."

2. Life Events

Life Events are Google's way of targeting users who are going through significant life changes. These changes could include getting married, having a baby, or buying a home.

By targeting users during these life events, local businesses can reach customers who are likely to be in the market for their products or services.

Example 1: A local florist could target users who have recently gotten engaged to promote their wedding flower arrangements. According to Google, there are over 20 million searches related to weddings each month in the US.

Example 2: A local furniture store could target users who have recently purchased a home to promote their home decor items. According to a study by the National Association of Realtors, the median home price in the US was $347,500 in April 2021.

3. In-Market Segments

In-Market Segments are Google's way of targeting users who are actively researching and comparing products or services in a specific category. These segments are built using data from users' search queries, browsing history, and clicks on ads.

Local businesses can use In-Market Segments to reach users who are in the market for their products or services right now.

Example 1: A local car dealership could target users in the "Auto Intenders" In-Market Segment to promote their latest car models. According to Google, this segment includes "people who are actively researching and comparing cars in preparation for a future purchase."

Example 2: A local insurance company could target users in the "Life Insurance Shoppers" In-Market Segment to promote their life insurance policies. According to Google, this segment includes "people who are actively researching and comparing life insurance policies."

4. Custom Segments

Custom Segments allow businesses to create their own audience segments based on their specific business goals. Custom Segments can be created using a wide range of data, including website activity, app usage, and offline data. Local businesses can use Custom Segments to reach users who have already shown an interest in their products or services.

Example 1: A local restaurant could create a Custom Segment of users who have visited their website in the past 30 days to promote their latest menu items. According to a study by Toast, online ordering sales for restaurants increased by 138% in 2020.

Example 2: A local gym could create a Custom Segment of users who have downloaded their fitness app to promote a special membership offer. According to a report by eMarketer, the number of health and fitness app users is projected to reach 184.2 million in the US by 2022

5. Data Segments

Data Segments are audience segments created by leveraging first-party data from businesses.

This data can include information such as customer demographics, purchase history, and engagement metrics. Local businesses can use Data Segments to target their existing customers or create lookalike audiences to expand their reach.

Example 1: A local clothing retailer could use their customer data to create a Data Segment of customers who have made a purchase within the last six months. They can then target this segment with personalized recommendations and exclusive offers. According to a study by NRF, 45% of consumers are more likely to shop at retailers that offer personalized recommendations.

Example 2: A local beauty salon could create a Data Segment of customers who have visited their salon in the past three months. They can then target this segment with promotions for new services or appointment reminders. According to a survey by Accenture, 41% of consumers are more likely to make a purchase from a retailer that offers personalized experiences.

6. Detailed Demographics

Detailed Demographics allow businesses to target users based on specific demographic criteria such as age, gender, household income, and parental status. This audience targeting option is particularly useful for local businesses that have a clear understanding of their target market demographics.

Example 1: A local daycare center could target users who are parents with children aged 1-5 years old. They can create ad campaigns highlighting their facility's child-friendly environment and experienced staff. According to Statista, there were approximately 20.8 million children aged 1-5 in the US in 2021.

Example 2: A local retirement planning service could target users who are aged 50 and above and have a household income above a certain threshold. They can create campaigns focusing on financial security and retirement planning. According to the US Census Bureau, the population aged 65 and older is projected to be 73.1 million in 2030.

Google Audiences provide local businesses with valuable targeting options to enhance their digital advertising campaigns. By leveraging Affinity Segments, Life Events, In-Market Segments, Custom Segments, Data Segments, and Detailed Demographics, businesses can reach the right audience at the right time with tailored messages. These targeting options help increase campaign effectiveness, drive conversions, and maximize ROI.

Remember to continually analyze campaign performance, optimize targeting strategies, and stay up-to-date with the latest audience trends to ensure the success of your local business campaigns.

Get in touch

Effective management of your G oogle advertising campaigns is much simpler with the support of an in-house marketing team or a full-service digital agency. At Entravision, we offer a team of skilled specialists who are solely dedicated to Google advertising.

Digital Out of Home Creative Best Practices

Fri, 05 May 2023 15:51:55 GMT

Digital out-of-home advertising, or DOOH, refers to advertising that is displayed on digital screens in public spaces such as airports, malls, and bus stops. According to a report by Grand View Research, the global DOOH market size was valued at $21.1 billion in 2020 and is expected to grow at a compound annual growth rate of 11.3% from 2021 to 2028. This growth is driven by the increasing adoption of digital signage in the retail and hospitality industries and the rise of programmatic advertising.

To learn more about how digital our of home advertising can help your local business read our post .

To make the most of DOOH advertising, brands need to focus on creative best practices that grab the attention of their target audience and deliver a memorable message. Here are some of the top creative best practices for digital out-of-home advertising:

General Guidelines

Imagery & Color

Text & Messaging

Use Dynamic Content

One of the advantages of DOOH advertising is the ability to display dynamic content that can change based on various factors such as time of day, location, and weather.

This dynamic content can help to capture the attention of the audience and make the message more relevant. For example, a restaurant chain could display different menu items based on the time of day, or a clothing retailer could display different outfits based on the weather.

According to a report by Digital Signage Today, dynamic content can increase engagement by up to 60%.

Be interactive

Interactive DOOH advertising allows the audience to engage with the message, which can increase the impact of the campaign.

For example, a cosmetics brand could display a virtual makeup try-on station, or a car manufacturer could allow people to customize the color and features of a car on a digital screen.

According to a report by Exterion Media, interactive DOOH advertising can increase brand recall by up to 50%.

Include Call To Action

Adding a Call to Action (CTA) to your creatives can enable you to directly track “click-through” response to your OOH creative.
CTAs include QR codes, SMS text, short-link URLs, social media hashtags or emails

Digital Out of Home advertising is a growing market with significant potential for brands to reach their target audience. By following these creative best practices, brands can create memorable and effective campaigns that engage their audience and deliver results.

Get in touch

Effective management of your Digital Out of Home (DOOH) advertising campaigns is much simpler with the support of an in-house marketing team or a full-service digital agency. At Entravision, we offer a team of skilled specialists who are solely dedicated to DOOH advertising.

Differences Between Digital Out of Home and Traditional Out of Home Advertising

Wed, 26 Apr 2023 16:13:32 GMT

As technology continues to evolve, the advertising industry has seen significant changes in how brands reach their target audiences. Out-of-home (OOH) advertising, which refers to advertising that reaches consumers while they are outside of their homes, has also experienced a shift from traditional methods to digital methods. In this blog post, we will explore the differences between digital out-of-home (DOOH) and traditional out-of-home advertising, and how brands can leverage these strategies to effectively reach and engage their audiences.

So, what is traditional Out-of-Home Advertising?

Traditional OOH advertising refers to static ads, such as billboards, posters, transit ads, and street furniture ads.
These ads are typically printed on physical materials, installed in various locations, and have fixed messages and designs.
Traditional OOH ads lack flexibility and real-time updates, requiring brands to plan campaigns well in advance.

And, what is Digital Out of Home Advertising?

DOOH advertising involves the use of digital displays that can be updated in real-time with dynamic content, such as videos, animations, and interactive elements.
DOOH ads can be found in various locations, such as shopping malls, airports, train stations, bus shelters, and buildings.
DOOH ads offer greater flexibility and agility in campaigns, as they can be managed and updated remotely.

What are the advantages of DOOH advertising over traditional OOH advertising?

DOOH allows for targeted and relevant content based on location, time of day, weather, and audience demographics, leading to more effective targeting and higher engagement rates.
DOOH offers interactivity and engagement through touchscreens, sensors, and other interactive elements, creating memorable and immersive experiences for consumers.
DOOH provides advanced measurement and analytics capabilities, allowing for data-driven decision making, campaign optimization, and retargeting.

How does traditional OOH advertising measure success?

Measuring the success of traditional OOH ads can be challenging, as brands often rely on data such as foot traffic or sales data from nearby stores, which may not provide a complete picture of the campaign's impact.

How does DOOH advertising offer better measurement and analytics?

DOOH ads can be equipped with sensors that capture data on audience demographics, engagement rates, and other relevant metrics.
This data can be analyzed in real-time, allowing brands to make data-driven decisions, optimize campaigns, and retarget ads for better results.
DOOH provides greater agility and flexibility in campaign management through advanced measurement and analytics capabilities.

How can DOOH advertising benefit your brand?

DOOH advertising allows for targeted and relevant content, leading to higher engagement and better results.
It offers interactivity and engagement, creating memorable experiences and fostering brand affinity.
DOOH provides advanced measurement and analytics capabilities, allowing for data-driven decision making and campaign optimization.
DOOH offers flexibility and agility in campaigns, allowing for real-time updates and adjustments for better performance.

Digital Out Of Home advertising offers significant advantages over traditional OOH advertising, including flexibility, interactivity, targeted messaging, and advanced measurement and analytics capabilities.

Brands can leverage DOOH to effectively reach and engage their audiences, create memorable experiences, and optimize campaigns for better results. With the evolving landscape of advertising, DOOH presents a powerful and innovative approach to out-of-home advertising that can drive impactful and measurable outcomes for brands.

Get in touch

Boost Your Local Small Business with Digital Out of Home

Fri, 21 Apr 2023 20:53:07 GMT

As a local small business owner, you know how important it is to get your message in front of potential customers in your area. With the rise of digital advertising, there's a powerful tool at your disposal that can help you achieve this goal: digital out-of-home (DOOH) advertising. And partnering with a DOOH advertising agency can be a game-changer for your business. In this post, we will explore how DOOH advertising can benefit your local small business and why partnering with a DOOH advertising agency, such as Entravision Digital, can help you position your business for success.

What is Digital Out-of-Home Advertising?

DOOH advertising refers to advertising that is displayed on digital screens located in public spaces, such as billboards, transit shelters, airports, shopping malls, and other high-traffic areas. These digital screens are typically connected to the internet, allowing for dynamic and targeted content to be displayed to specific audiences at specific times. Digital Out of Home advertising can take many forms, including static images, videos, interactive content, and more.

Why is Digital Out of Home Advertising Effective for Local Small Businesses?

Firstly, it allows you to reach your target audience where they are. Unlike traditional forms of advertising, which may be limited to specific locations or time slots, DOOH advertising can be strategically placed in areas where your target customers are likely to be, such as near your business location or in areas with high foot traffic. This means your message is more likely to be seen by your intended audience, increasing the chances of driving traffic to your business.
Secondly, Digital Out of Home advertising is highly engaging. The dynamic and interactive nature of digital screens can capture attention and create memorable experiences for viewers. This can be especially impactful for local small businesses looking to create brand awareness and differentiate themselves from competitors. By leveraging eye-catching visuals, compelling content, and interactive features, DOOH advertising can leave a lasting impression on viewers and increase brand recall.
Lastly, DOOH advertising offers unparalleled flexibility and targeting options. Digital screens can be easily updated with new content, allowing you to quickly adapt your messaging to changing business needs or promotions. Additionally, Digital Out of Home advertising can be highly targeted to specific demographics, locations, or times of day, ensuring that your message is reaching the right audience at the right time. This level of flexibility and targeting can help local small businesses optimize their advertising efforts and maximize return on investment.

Why Partner with a DOOH Advertising Agency?

While DOOH advertising can offer significant benefits for local small businesses, it can also be complex and challenging to navigate. This is where partnering with a DOOH advertising agency can be a valuable asset. Here are some reasons why:

Expertise : Digital Out of Home advertising agencies have the expertise and experience to help you navigate the intricacies of DOOH advertising. They understand the best practices, trends, and strategies that can help you achieve optimal results for your local small business.
Targeting and Optimization : DOOH advertising agencies have access to sophisticated targeting and optimization tools that can help you identify the best locations, demographics, and times to display your ads. They can help you optimize your campaigns for maximum effectiveness and efficiency.
Creative Services : DOOH advertising agencies often have in-house creative teams that can help you design and develop compelling content for your ads. They can ensure that your ads are visually appealing, engaging, and aligned with your brand messaging and business goals.
Media Buying Power : DOOH advertising agencies typically have established relationships with media partners, which can give you access to premium ad placements and competitive pricing. They can help you make the most of your advertising budget and negotiate favorable deals for your DOOH campaigns.
Measurement and Reporting : DOOH advertising agencies can provide you with comprehensive measurement and reporting on the performance of your campaigns. They can track key metrics such as impressions, clicks, conversions, and more, and provide you with insights and recommendations for optimizing your campaigns for better results.
Time and Resource Savings : Partnering with a DOOH advertising agency can save you valuable time and resources. Managing DOOH campaigns requires ongoing monitoring, optimization, and creative updates, which can be time-consuming and challenging for local small businesses with limited resources. By outsourcing these tasks to a DOOH advertising agency, you can free up your time and resources to focus on other aspects of your business .

Why Choose Entravision Digital?

Entravision Digital is a leading DOOH advertising agency that specializes in helping local small businesses achieve their advertising goals. With their extensive experience and expertise in the field of DOOH advertising, we are well-equipped to help position your business for success. Here are some reasons why you should choose Entravision Digital:

Local Market Expertise: we have deep knowledge of local markets and consumer behavior, allowing them to provide targeted and effective DOOH advertising strategies for local small businesses. They understand the unique challenges and opportunities of local advertising and can tailor their solutions to meet your specific needs.
Comprehensive Services : Entravision Digital offers a wide range of services, including strategy development, creative design, media planning and buying, campaign management, and measurement and reporting. They can provide end-to-end solutions for your DOOH advertising campaigns, ensuring that all aspects are handled professionally and efficiently.
Advanced Targeting and Optimization: Entravision Digital uses advanced targeting and optimization tools to ensure that your DOOH ads are reaching the right audience at the right time. They can help you identify the best locations, demographics, and times for your ads, and continuously optimize your campaigns for maximum effectiveness.
Creative Excellence : Entravision Digital has a team of experienced creatives who can develop visually appealing and engaging content for your DOOH ads. They can ensure that your ads are aligned with your brand messaging and business goals, and designed to capture attention and create memorable experiences for viewers.
Measurement and Reporting : Entravision Digital provides comprehensive measurement and reporting on the performance of your DOOH campaigns. They can track key metrics and provide you with insights and recommendations for optimizing your campaigns for better results. Their transparent and data-driven approach ensures that you have visibility into the effectiveness of your campaigns and can make informed decisions.

Digital Out Of Home advertising can be a powerful tool for local small businesses to reach their target audience and achieve their advertising goals. By partnering with a DOOH advertising agency like Entravision Digital, you can leverage our expertise, resources, and advanced targeting and optimization capabilities to position your business for success. With their comprehensive services and commitment to creative excellence and measurement, Entravision Digital can help you maximize the impact of your DOOH advertising campaigns and drive results for your local small business.

Read more about our Digital Out of Home solution here .

Questions or comments? Contact us

The Power of Hispanic Social Media: Reaching a Growing Market

Thu, 23 Mar 2023 21:55:17 GMT

70% of Hispanics are using social media

Are you looking to expand your reach and tap into the growing Hispanic market? If so, you need to be leveraging the power of Hispanic social media. With over 60 million Hispanics living in the United States, this demographic is an essential target audience for any business looking to grow. And with over 70% of Hispanics using social media , it's a no-brainer to invest in Hispanic social media marketing to drive traffic to your website and increase your customer base.

Hispanic Social Media Key Insights

Let’s start with some key insights into Hispanic social media that can help you boost your online presence and connect with this valuable audience:

Hispanics are more likely to use social media to connect with friends and family: According to a report by the Pew Research Center, 71% of Hispanic adults in the US who use social media say that they use it to connect with friends and family, compared to 63% of Caucasian adults and 60% of African American adults.
Instagram and Snapchat are popular among young Hispanics: A study by the Center for Multicultural Science found that among Hispanic youth aged 13 to 17, Instagram and Snapchat are the most popular social media platforms, with 82% and 79% of respondents using them, respectively.
Hispanics are more likely to follow brands on social media: According to a report by ThinkNow, 68% of Hispanics follow brands on social media, compared to 52% of non-Hispanic Caucasians.
Social media influences Hispanic purchasing decisions: A study by Nielsen found that 60% of Hispanic consumers say that social media influences their purchasing decisions, compared to 49% of non-Hispanic Caucasians.
Hispanics are more likely to share social media content: A report by Social Lens Research found that Hispanics are more likely to share content on social media than non-Hispanics. 80% of Hispanic social media users share content, compared to 73% of non-Hispanic social media users.
Spanish Language Matters: According to a study by Pew Research Center, over 80% of Hispanic adults speak Spanish, and many prefer to consume content in their native language. So, if you're looking to reach this audience, it's crucial to create content in Spanish and use the language in your social media campaigns.
Mobile is King: Hispanics are more likely to use mobile devices to access social media than any other demographic. Therefore, optimizing your website and social media for mobile devices can help you reach this audience more effectively.
Cultural Relevance: Understanding and acknowledging Hispanic culture is crucial to building trust and establishing a strong connection with this audience. By incorporating culturally relevant themes and messaging into your social media campaigns, you can show that you value and respect Hispanic culture, which can go a long way in building loyalty and driving traffic to your website.

Now, let’s answer 4 key questions about Hispanic social media and how you can use it to drive traffic to your website:

1. What social media platforms are popular among Hispanics?

Hispanics in the United States are active on a variety of social media platforms, but there are a few that stand out as particularly popular. According to a survey by the Pew Research Center, the following social media platforms are the most commonly used by Hispanics:

Facebook: 73% of Hispanics use Facebook, making it the most popular platform by far.
YouTube: 56% of Hispanics use YouTube, making it the second most popular platform.
Instagram: 39% of Hispanics use Instagram, making it the third most popular platform.
TikTok: 32% of Hispanics use TikTok, making it the fourth most popular platform.
Twitter: 33% of Hispanics use Twitter, making it the fifth most popular platform.

As you can see, Facebook is still the clear leader when it comes to Hispanic social media usage, but TikTok is quickly gaining popularity among this demographic.

Source: Pew Research Center, "Social Media Use in 2021"

2. What kind of content resonates with Hispanic audiences on social media?

When it comes to creating content that resonates with Hispanic audiences on social media, it's important to keep a few things in mind.

First, you need to be culturally relevant. Hispanics have a rich and diverse cultural background, and they want to see content that reflects that. This means incorporating elements of Hispanic culture into your content, such as language, food, music, and traditions.
Second, you need to be authentic. Hispanics value authenticity and are quick to spot brands that are trying too hard to appeal to them. Your content needs to feel genuine and sincere, and you need to be transparent about your intentions.
Finally, you need to be inclusive. Hispanics are a diverse group, and your content should reflect that. Make sure your content is inclusive of all Hispanic subgroups, including Mexican-Americans, Puerto Ricans, Cubans, Dominicans, and more.

Source: Think with Google, "5 tips for reaching Hispanic consumers with authentic content,"

3. How can I use Hispanic social media to drive traffic to my website?

Once you have a strong presence on Hispanic social media and are creating content that resonates with this audience, it's time to start driving traffic to your website. Here are a few tips to get you started:

Use social media to promote your website content: Share your blog posts, articles, and other website content on your social media channels to drive traffic back to your site.
Create social media ads: Use Facebook, Instagram, and TikTok ads to target Hispanic audiences and drive traffic to your website. Make sure your ads are culturally relevant and authentic.
Run social media contests: Use social media contests to engage your Hispanic audience and drive traffic to your website. Make sure your contests are inclusive and culturally relevant.
Partner with Hispanic influencers: Work with Hispanic influencers on TikTok, Instagram, and other social media platforms to promote your brand and drive traffic to your website.

Hispanic social media is a valuable and untapped opportunity for businesses looking to expand their reach and connect with a growing demographic. By understanding the unique preferences and cultural nuances of this audience, you can create effective social media campaigns that drive traffic to your website and, ultimately, boost your bottom line.

How to Choose a Hispanic Marketing Agency for your Local Business

Wed, 15 Mar 2023 18:12:23 GMT

Given that roughly 20% of the U.S. is Hispanic, finding an advertising agency who knows this audience inside and out is imperative to growing your business - especially if you live in an area with a large Hispanic population. While the process may seem confusing at first, it shouldn’t have to be that way. Keep reading for tips on choosing a Hispanic marketing agency for your local business so you can hit the ground running.

What is Hispanic Marketing?

Before you find out how to pick the perfect Hispanic marketing agency, it’s important to know what Hispanic marketing entails in the first place. Hispanic marketing falls under the category of multicultural marketing, or marketing that aims to reach a specific target audience in alignment with that audience’s culture. The term “Hispanic marketing” and “Latino marketing” are often used interchangeably to identify audiences who are from or descended from Latin American and/or Spanish speaking countries. As a result, Hispanic marketing relies on incorporating topics such as language, cultural values, and relevant messaging that will resonate best among the Hispanic community.

Hispanic ads can either be translated or modified from general market ads in English, or they can be created entirely for the Hispanic audience in mind. While different strategies will work depending on the objective at hand, it’s important for agencies and businesses alike to treat each campaign individually - even subtle changes can make a world of a difference in whether or not audiences will be receptive to a particular ad. While many advertisers assume that all Hispanics in the U.S. speak or always prefer to be addressed in Spanish, this assumption paints a limited picture of the spectrum of preferences among Latinos.

A 2018 Simmons Research study revealed that 75% of Hispanic adults prefer to speak at least some Spanish. However, among all Hispanics, 55% prefer to speak mostly or only English instead of only or mostly Spanish - a distinctive difference from the assumption that all Latinos prefer Spanish. Matters become even more nuanced when looking at generations across the U.S. Hispanic population. First generation Hispanics (those born outside the United States) prefer Spanish by a wide margin, while second-generation Hispanics, (born in the United States to at least one foreign-born parent), tend to favor speaking all or mostly in English. Roughly 64% of third-generation Hispanics - individuals born in the United States to American-born parents - say they prefer to speak only in English, while the remainder of third generation Hispanics say that they still prefer to speak Spanish at least some of the time.

That being said, Spanish still plays a crucial role, and there are also Hispanics in the U.S. who prefer a mix of both languages or who generally do not mind either way. Because language is a personal preference dependent on factors including age, country of origin, cultural ties, and generational differences, teaming up with an agency that acknowledges these nuances is key to developing a successful Hispanic marketing strategy.

Why Hispanic Digital Marketing?

Hispanics are a crucial group to reach within the U.S., yet advertisers and businesses alike often miss major opportunities by failing to reach them. For instance, 2018 U.S. Hispanic ad spend was roughly $9.4 billion - only 6% of the total U.S. ad spend of $151 billion. Even more shocking, the Hispanic population reached 64 million people in 2019, making them the second-largest demographic group in the U.S. at 19.5% of the total population. According to these figures, U.S. Hispanic ad spending should be closer to the $20 billion range, showing that there is a huge gap between the Hispanic population and the advertising spend being implemented to reach them. Despite not always being accounted for in advertising spend, the visibility of Latino culture has been brought to center stage thanks to Latinos making their mark across industries such as media, music, and entertainment - which impacts the future of advertising as well.

Melissa Giles, Founder of Soulfrito an Urban Latin Music Festival and Culture Strategy Group , expressed that Latino artists in the U.S. are beginning to make huge strides among both the Hispanic market and general market when she explained, “The music industry both on the Latin and General market side has just barely scratched the surface with tapping U.S. born Latino talent who are pulling from various influences outside of Latin music.” That being said, even among Latino musicians, influences and styles are unique and cannot be assumed to be the same. Music streaming services such as Pandora and Spotify are wildly popular, especially among younger generations, and these popular digital audio platforms hold plenty of prime advertising opportunities for businesses looking to reach receptive Hispanic audiences of all backgrounds.

One important reason for these services being sought after in advertising is that they benefit from increasingly personalized and culturally relevant A.I. technology . This technology can provide algorithms that help maintain cultural preferences for listeners, while also introducing new music genres and artists to a broader portion of the population. Evidently, Latino culture is making a mark, and its effects are already beginning to trickle down into a variety of aspects in American culture - including everyday music, media, and advertising. In addition to digital audio advertising, digital marketing of all forms is crucial for reaching Hispanics, who are younger on average than the general market population. As of 2019, Hispanics ages 6 to 34 represented approximately 25% of all U.S. consumers- and these consumers are especially receptive to digital advertising. According to a 2019 MRI Simmons report , Hispanic shoppers are motivated by online ads at a 21% greater rate than non-Hispanics, and are motivated by video monitor displays at a 91% greater rate. Additionally, Hispanics shoppers are also motivated by shopping cart ads at a 76% greater rate than the general market.

Given their younger age and receptiveness to ads, especially via digital channels, it’s crucial to begin building relationships with Hispanic audiences. Keeping this group in mind when informing your business’ long term growth and marketing strategy is well worth it since young Hispanic consumers are still in the midst of forming brand loyalty. In other words, the relationships you cultivate with this audience today will inform their purchasing decisions and loyalty for many years to come - meaning an even bigger payoff for your business.

What to Look for in a Hispanic Advertising Agency

Due to the increasing Hispanic population and their importance as consumers, more Hispanic marketing agencies have been popping up across the country. However, not all are equal in terms of their effectiveness and expertise. So how can you pick the right one for your business in particular? One way to start your Hispanic marketing journey is to first find an agency with experience in your particular market area. Because Hispanics in the U.S. come from a variety of Latino cultures and backgrounds, as well as age and assimilation differences, there is not one foolproof way to reach them.

For example, a fifty year old foreign born Cuban individual living in Orlando, Florida will likely have a much different perspective and advertising preferences compared to a twenty five year old Mexican-American individual living in Los Angeles, California. That being said, finding an agency local to your business will play a crucial role in gaining a better understanding of the Hispanic consumers in your specific market. Steer clear of any agency that alludes to all Hispanics being the same or always preferring one language over the other - this is simply false!

Another way to narrow down your Digital marketing agencies options is to pay close attention to the proven results of each agency - the proof is in the pudding. Do they have case studies available showcasing successful campaigns and satisfied clients? Have they been in the Hispanic marketing space for the long haul, and do they have results-based expertise? Are any of their current or prior clients a part of your industry? Whether you’re an attorney, auto dealer, finance professional, politician, etc., partnering with an agency who has experience in your particular field can make a major difference and can give you a better idea of what to expect from them as an agency partner.

Our Hispanic Marketing Strategy

Entravision was founded in 1996, with a mission to bridge the Latino information gap through trusted news and top-rated entertainment for Latinos across the United States. Flash forward twenty four years later, and Entravision is now a diversified global media, marketing, and technology company with a portfolio of 55 television stations, 49 radio stations, and robust nationwide digital platforms across 26 markets to reach Hispanic audiences. Thanks to the massive growth of digital use and consumption in recent years, Entravision Local Marketing Solutions has helped expand more than 3,000 clients’ local businesses over the past 11 years thanks to the expertise of our seasoned digital marketing consultants and a talented in-house creative team.

We make sure to combine the best of both worlds to make sure your business uses the right digital solutions and the best creative strategies to reach Hispanic audiences in your area - while leaving a lasting impression to build meaningful relationships with them in the process. Addressing the Latino market authentically by reaching consumers in their preferred language and method of communication is our bread and butter. Our people-first method is backed by exclusive first-party audience data, which gives us a full picture of markets across the nation and allows us to acknowledge and optimize for the varying levels of acculturation among U.S. Hispanics.

How are we able to do this? Thanks to over a decade in the Hispanic marketing space, we’ve developed our tried and true Cultural Affinity Model, which accounts for components including nativity, age, language spoken at home, year of entry to the U.S., and first and last name to target Latinos of all demographics and lived experience s.

Takeaway

If there’s one thing you may have learned about Hispanic marketing, it’s that it’s not as simple as it might sound on the surface. However, that’s not to say that it’s impossible to do an amazing job with your Hispanic marketing strategy - as long as you have the guidance of a trusted team who’s been there and done that.

Actions speak louder than words, so if you’d like to see firsthand examples of how we’ve helped clients across a variety of verticals, feel free to check out our success stories and browse the services we offer. If you’re looking to get started or simply have more questions - we’d love to hear from you! You can also try out our free digital presence report to see how your business ranks online and how to improve.

Last but not least, find a location near you for the information you need to begin your Hispanic marketing journey. No pressure - but we do hope that at the very least, this article has helped shine a light on the complexities of Hispanic marketing in today’s digital, data-driven world. The more you know!

5 Back to School Marketing Tips

Thu, 08 Jul 2021 17:35:38 GMT

It is that time of the year again, but this year is much different from last. Students are finally able to get out of their houses and go back to school in person -- which means back to school shopping has returned. If you are a business that wants to market for back to school, you’ve come to the right place.

This post will cover five tips for the 2021 back to school marketing season, which include:

Following Current Trends
Making Social Media Content That is Specific to Back to School Products
Offering Discounts or Promotions on Back to School Products
Using Influencers to Engage and Promote Your Products
Reaching a Specific Target Audience

Questions or comments? Contact us here.

Following Current Trends

Every year, “what is cool” changes, and it is important to stay up to date with the latest trends. It is important to shape your marketing strategy around the trends of the moment, and taking them into consideration when you include these trends on social media can help your business gain attraction.

For example, some 2021 trends are:

DIY kits and products
Online shopping
Interactive posting on social media platforms such as TikTok or Instagram

Although trends change year after year, it is important to stay up to date with them in order to gain the most traction for your business. Some trends that have died out can come back after many years, so even if they seem out of date they can be back stronger and more influential than they were before.

Making Social Media Content That is Specific to Back to School Products

Social media is a leading force in all of digital marketing. Whether it be Facebook, Instagram, or TikTok, everyone has an account to at least one of them -- and your business should too. Social media is a great way to raise awareness for your business and services.

Simply posting pictures or status updates about your products can bring consumers in, and a dedicated social media marketing plan can go a long way. If you are trying to gain attention from back to school consumers, then it is important to have specific back to school products or marketing campaigns they would find useful and enjoy.

This can include:

Clothing: Summer and Winter
Backpacks
School Supplies
New Bedding for College Students
Laptops
Protectors for all Electronics
Marketing campaigns that offer helpful tips for conquering the school year
Campaigns aimed at parents shopping for their children’s back to school supplies

Along with posting the product, having your business’ ads circling the internet is another great way for your business to gain exposure. This can include display ads, search ads, Facebook ads, etc. These campaigns can either be posted on similar websites as your company or on the platforms themselves, such as on Facebook. By covering your bases across various platforms, your company can make people aware that you’re selling exactly what they need for the new school year.

Offering Discounts or Promotions on Back to School Products

Let's admit it, everyone loves a deal, especially when it comes to buying new clothing or products. Having special promotions or discounts for the new school year is something everyone can enjoy.

These promotions can include:

BOGO on new school supplies
Discounts of fall or summer clothing
Donations of the proceeds to different organizations
Show new collections of your business that have never been seen before
Local businesses can promote deals

However, these perks do not only have to be with retail and supply stores. They can take place across practically any business. For instance, a local movie theater can offer a discount on movie tickets for students, restaurants can offer a two for the price of one deal, and a coffee shop can have discounts for students and teachers in the morning, so they can get their coffee and food before their morning classes.

The options for promotions and sales are endless, and everyone can take part. This can promote your business and make it so every student is ready for the new school year. Plus, parents, students, and teachers will be thanking you at the end of the day.

Using Influencers to Engage and Promote Your Products

Students love social media, and from social media comes influencers. These people set the standard for what to buy, use, and do, especially among Gen Z and Millennial audiences. They have a huge impact on what is bought and what is not, and they can increase awareness for your brand through sponsored posts and branded content.

These influencers will use your product, fall in love with it, and tell everyone they know or are followed by to go use it. Influencers can also help you get the word out about discounts and special promotions that are happening during the back to school season. For example, you can have an offer code that the influencer can tell followers about that gives consumers a discount on your goods -- which will incentivize your target audience to buy your product or services.

Using an influencer enables multiple demographics to see and use your product. People from all over the world follow influencers, so hiring them to post something about your product can help your company maximize your back to school marketing strategy.

Reaching a Specific Target Audience

What is your target audience? In this specific case it would most likely be parents, teachers, and most importantly, students. However, many you want to be more specific about your audience, such as including race, gender, or age in your targeting. Based on your brand it will vary, but the standard audience will most likely be students. There are different ways to go about making sure your company directly reaches your target audience.

To effectively reach your target audience, your business can hire a digital marketing agency to use:

Geofencing: This allows you to use a virtual fence around target locations where you would want to campaign to, and send messages to your target audience once they enter the determined area.
Email Marketing: Which allows you to send emails to anyone, all you need to do is filter who you want to send it to based on your desired audience demographics.
Digital Audio: Digital audio allows people who are listening to music or podcasts online to hear an advertisement from your company. This allows you to target audiences based on what they listen to, and helps build brand trust and awareness.

While these are just a few ways to gain the attention of your target audience, they tend to be the most effective, since people are compelled to buy products when they feel they are being spoken to directly. This is simple to achieve when you have your specific target audience in mind. Not only does it help your company reach your business goals, but it also has the added bonus of making customers feel special.

How to get Started With Back to School Marketing

Interested in getting started with back to school marketing for your business? Feel free to contact one of our expert digital marketing consultants or find a location near you to learn more.

Questions or comments? Feel free to contact us here -- we’d love to hear from you!

How to Make Your Marketing More Inclusive

Thu, 01 Jul 2021 14:00:19 GMT

“Inclusive marketing” and “diversity and inclusion” may seem like the latest buzzwords, but these practices are here to stay -- especially if your business is looking to grow and form meaningful connections with consumers. Interested in learning more? This is the article for you!

In this post, we’ll be covering the following topics:

What is Inclusive Marketing?
Why Should You Make Your Marketing Inclusive?
How to Get Started With Inclusive Marketing
Know Your Audience -- Nuance is key
Commit to Year-Round Inclusive Marketing Efforts
Hire a Multicultural Marketing Agency to Help You Get it Right

Questions or comments? Get in touch with us here!

What is Inclusive Marketing?

Inclusive marketing isn’t just about making sure diverse faces are on your marketing campaign. Instead, it’s about audiences of varying backgrounds feeling included in your marketing messaging and overall brand or business.

For example, it helps to consider the following questions:

Are you tailoring your message to the specific demographic you’re reaching?
Are you conveying your message authentically and without the use of stereotypes and cliches?
Do you receive input or research from people of the demographic you’re trying to target, instead of making assumptions about their preferences?
Is your marketing and online presence accessible and user-friendly for consumers?

Why Should You Make Your Marketing Inclusive?

Now that you have a better idea of what inclusive marketing is and isn’t, you may be wondering why it’s so important in the first place. These days, inclusive marketing is no longer a bonus or “nice to have” component. As the U.S. population continues to become more diverse, not including people of all backgrounds in your marketing is a faux paus that can have negative effects on your business in the long run.

For instance, in 2020, the majority of all Americans under seventeen years old were from a minority background, and a “minority-majority” population is expected to take full effect by the mid-2040s. In other words, diversity and inclusion aren’t just temporary trends -- they’re mainstays as the population continues to grow and evolve.

Hispanic audiences in particular are a key growing population to reach, especially if your city is home to a large Latino population. Did you know that according to the U.S. Census Bureau, the Hispanic population will grow to 111.2 million by 2060 and will make up 28% of the U.S. population? While many companies are making an effort to make their businesses more inclusive for internal teams, it’s imperative that they also strive for the same externally via a diverse and inclusive consumer base.

Unfortunately, the majority of brands are spending small amounts on diversity and inclusion or not spending at all -- which negatively impacts their brand’s performance. A recent Nielsen study found that on average, the Return on Ad Spend for high D&I investment brands was more than 2 times larger than that of low D&I investment brands.

Additionally, Nielsen’s findings showed that advertisers not actively spending on Spanish Language networks had 39% lower ROAS than that of brands active in that market, regardless of their exact ad spend. The outcome is evident -- brands that had higher share of spend on diverse networks had higher Return on Ad Spend in the study.

It pays to focus on diversity and inclusion!

How to Get Started With Inclusive Marketing

For many brands and businesses, it’s one thing to know what inclusive marketing is, but a whole other challenge to actually implement these practices as a part of their overall marketing strategy. Understandably so, it can be daunting to take on the challenge in fear of slipping up or coming across as inauthentic. No need to fear -- read our tips below to learn how to make more informed inclusive marketing decisions.

Know Your Audience -- Nuance is key

If there’s one thing you need to take away from how to successfully implement inclusive marketing practices, it’s that nuance is everything. When inclusive marketing campaigns are done right, they result in consumers feeling welcome, understood, and included. When campaigns miss the mark, consumers can feel offended, stereotyped, or uninterested in the business.

Nobody wants to feel like a number or stereotype. By taking the time to get to know your audience, you can ensure that you’re doing the work to truly understand their needs, values, and culture in order to reach them effectively.

Check out our recommended reading below for more information on this topic!

A big part of knowing your audience also means knowing which platforms to reach them on and how to make your online presence and digital marketing more user-friendly.

For instance:

Have you done the research to know which digital platforms are preferred among your target audience?
Have you verified best practices to make your website easy to navigate for all consumers?
Do your videos have captions for Deaf or hard of hearing consumers?

All of these questions and more should be answered if you truly aim to be more inclusive in your marketing practices.

Take a look at some successful Hispanic marketing campaigns in action by checking out our case studies !

Commit to Year-Round Inclusive Marketing Efforts

Having an inclusive marketing campaign every once in a while isn’t going to cut it. If you want to genuinely reach diverse audiences and make a lasting impact, you have to go the dista nce. Consumers are increasingly selective and can see through haphazard attempts of brands trying to connect with them.

No matter your intentions, if you’re only reaching Hispanic audiences during Hispanic Heritage Month, only reaching Black audiences during Black History month, or only reaching LGBTQ+ a udiences for Pride Month, these audiences can see through shallow attempts of brands that claim to care about them.

That being said, fully committing by developing long-term inclusive marketing strategies is well worth the effort in ensuring your business will create lasting connections with consumers.

Hire a Multicultural Marketing Agency to Help You Get it Right

It’s no secret that a lot goes into creating successful inclusive marketing campaigns, and it can be tricky for businesses to do on their own. For this reason, many brands and businesses choose to hire a multicultural marketing agency to get the expert help they need.

If you’re looking to get started, or simply have questions about how the process works, feel free to contact one of our expert digital marketing consultants or find a location near you .

General questions or comments are welcome too -- contact us here . We’d love to hear from you!

Orlando Health Case Study

Tue, 29 Jun 2021 18:42:53 GMT

Market: Orlando

Tactics: Display ads, Despierta Orlando Facebook Live posts

Orlando Health was looking to increase awareness for their healthcare offerings among local Latino audiences, especially given public health concerns related to the Covid-19 pandemic. Entravision Local Marketing Solutions ran a multiplatform Spanish-language campaign for Orlando Health with an aim to reach Latino adults in the Orlando area in March and April of 2020.

Orlando Health experienced a positive online reception with a significant amount of viewers via Facebook Live posts, with a reach of over 256,000 and over 26,000 total engagements in March .
By running ads across Entravision network sites, the client was able to reach a massive audience at over 376,000 impressions with over 500 clicks in March from consumers who were interested in learning more about Orlando Health’s offerings.
In April, despite only running for one week, social media interaction was substantial at over 26,000 views with a reach of over 46,000 .

Central Ford Case Study

Tue, 29 Jun 2021 18:23:33 GMT

Market: Los Angeles

Tactics: Display ads, YouTube ads, Facebook posts, Google Search, Email Marketing, Geofencing

Located in an area with a 70% Hispanic population, Central Ford wanted to up their Hispanic marketing strategy to reach this crucial local audience. Their primary goal was two-fold – to generate leads, and to maximize their number of campaign impressions.

Entravision Local Marketing Solutions ran a Spanish-language and English-language campaign for Central Ford, targeted towards Latino auto intenders within a 15 mile radius of the South Gate, CA dealership. The ongoing campaign launched in October 2019, and focused on utilizing a multiplatform strategy. A combination of Display ads, YouTube ads, Facebook posts, Google Search, and Email Marketing were used to reach audiences across various digital platforms.

The campaign resulted in a monthly average of 75 Facebook form leads with an average of 146,477 impressions .
As leads increased month over month, the average cost per lead decreased, providing the client with a significant ROI. For instance, Google Search efforts generated 145 leads with a $69 cost per lead in December .
After optimizing, Google Search efforts generated a monthly average of 175 leads with an average cost per lead of $60 .
Additionally, display ad CTR came in at 1.21%, despite the 0.13% industry standard CTR.

Thanks to the campaign’s success, Central Ford has continued using Entravision Local Marketing Solutions to reach Hispanic consumers.

Attorney Eric Price Case Study

Mon, 28 Jun 2021 22:59:46 GMT

Markets: Southern California - LA County, Orange County, and Ventura County

Tactics: YouTube, Spanish and English SEO and SEM

Attorney Eric Price's immigration law firm wanted to increase their brand exposure to local Hispanic audiences in Southern California. Entravision Local Marketing Solutions ran a targeted YouTube campaign from October to December of 2019 to support their SEO and SEM efforts. The campaign utilized both English and Spanish creative in order to appeal to both English and Spanish dominant audiences in San Diego and Los Angeles. Learn more about their successful Hispanic marketing campaign below!

Attorney Eric Price was able to engage a huge audience with 209,294 views in December alone.
By leveraging both Spanish and English creative on the most popular video platform, the campaign targeted local Latino consumers in their preferred language. The o verall YouTube video ad view rate reached 62%, which is nearly double the 32% average YouTube ad view rate .
Coinciding with the YouTube ad campaign, top web pages for Eric Price’s Spanish-language site saw increased organic traffic from November-December with several pages seeing +100% YOY growth .

As a result of the campaign’s success, Attorney Eric Price continues to leverage YouTube video ad campaigns as a part of his firm's digital marketing strategy.

Client Testimonial

One thing I really like about partnering with Entravision is the relationship we have with the sales team, the talent and the marketing planning experts, which develop good plans utilizing multiple marketing channels, including radio, TV, and digital, to maximize our dollars and achieve a good ROI.

-Attorney Eric Price

Southwest University Case Study

Mon, 28 Jun 2021 22:44:32 GMT

Market: El Paso

Tactics: CTV/OTT, Pre-roll, Custom Creative

Entravision Local Marketing Solutions ran a multiplatform campaign in May of 2020 with an aim to target consumers in the El Paso market. A total of three custom creative categories were centered around particular program offerings to showcase career field options available to Southwest University students. Check out the awesome results they saw below!

Completion rates across all devices for OTT and creatives were all above 95% .
Connected TV devices saw 98% of total traffic and had a VCR of 96% , with over 342,000 total views .
VCR across the board was above 95%, showing that viewers were highly engaged -- 95% of the videos were played in their entirety .

By leveraging Entravision Local Marketing Solutions’ massive reach within nationwide markets across top sites and online platforms, Southwest University was able to target ideal prospective students in El Paso and boost awareness for their program offerings.

Tips for Picking a Digital Marketing Agency in Orlando

Thu, 24 Jun 2021 16:14:57 GMT

Looking for a digital marketing agency in Orlando to help you maximize your marketing strategy? We’ve got you covered with our top tips to take into consideration before you choose an agency for your business. In this post, we’ll be reviewing the importance of asking the following questions on your search:

Does the Agency Have the Digital Services You’re Looking For?
What Experience Does the Agency Have With Hispanic Marketing?
How Well Does the Agency Understand Your Business Goals?

General questions or comments? Feel free to reach out to us here !

Does the Agency Have the Digital Services You’re Looking For?

So you’re looking for a digital marketing agency to help you grow your business -- that’s a great start! However, knowing which services to look for in an agency is the next step to determining if you’d like to move forward with them.

For instance, do you have a particular service in mind, or are you looking for a digital marketing agency that can offer a broad range of solutions? Additionally, does your business need both campaign management help and creative help when it comes to marketing messaging and creative assets?

If you’re looking for start to finish help with your marketing campaigns, hiring a full service digital marketing agency is the way to go. From graphic design, copywriting, campaign management, and more, a full service agency can do it all.

Keep in mind that a digital marketing agency should be able to help you hone in on which digital services and platforms make the most sense for your business and goals. Whether you want to increase awareness or get more leads, certain digital marketing methods will be more helpful than others -- which is why an agency that understands the importance of the right digital marketing strategies can make all the difference.

Want to learn more about what goes into successful digital marketing campaigns? Check out our suggested articles for more info!

What Experience Does the Agency Have With Hispanic Marketing?

The days of having one general market strategy are long gone as the U.S. population continues to become increasingly diverse, with Hispanic being the largest ethnic minority in the country.

In Orlando, Hispanic audiences are crucial to reach if your business is looking to grow and reach this highly digital group. For example, did you know that:

Over 1 million Hispanics make up 25% of the population in Orlando.
1 in 4 people ages 2+ is Hispanic, and 1 in 3 Millennials is Hispanic.
Hispanic population growth in Orlando has grown 341% from 2000-2021, compared to a 31% increase for non-Hispanic population growth.
Orlando Hispanic pre-tax spending power is expected to reach $37B by 2026.
Hispanic pre-tax spending power in Orlando is expected to grow 712% between the year 2000-2026

Hispanics are a major force in Orlando. From their population size to their growth in spending power, failing to reach Latinos is a major missed opportunity.

Before you decide on a digital marketing agency in Orlando, you’ll benefit from verifying what their experience in Hispanic marketing is. Ideally, an agency will have proven success reaching Hispanic audiences, and you can be assured that your campaigns will reach this integral portion of Orlando’s community.

Curious to see what successful Hispanic marketing campaigns look like? Check some out here !

Messaging is a vital component of Hispanic marketing, and choosing which language to advertise in is crucial. Digital marketing agencies with experience reaching Latinos should be able to determine this, but in the meantime, it helps to keep the following in mind:

76% of Hispanic in Orlando speak Spanish, and 64% are bilingual.
75% of Hispanics in Orlando believe it is important to teach Spanish to Hispanic children as a way to help preserve Hispanic culture.
Across platforms, the sales lift on Hispanics is 10-20% greater from Spanish-language advertising vs. English-language advertising.

Learn more about Hispanic marketing in our recommended posts below!

How Well Does the Agency Understand Your Business Goals?

Now that you’ve learned about what to look for initially, being prepared with the right questions to ask a digital marketing agency in the later stages of your search can help you focus on what really matters for your business.

Asking the following questions can help you get closer to finding the best digital marketing agency for your needs:

Does the agency have previous client success stories on their website as proof of their expertise?
Has the agency helped clients from your industry or related industries?
How do clients feel about the service they received from the agency? What are they saying on Yelp, Google Reviews, or from the client testimonials on the agency’s website?
When you speak to them, does it seem like the marketing agency has a good understanding of your goals and overall marketing needs?

In the end, calling the digital marketing agency for more information is the best way to decide if they’ll be a good fit. You may also want to schedule a consultation for more in-depth answers to any of your questions.

For additional tips, read our post about choosing a marketing agency for your local business !

About Our Digital Marketing Agency in Orlando

Entravision’s Orlando team has over 20 years of marketing solutions experience in the community, and are committed to providing top tier customer service for each and every client, from small businesses to large corporations, while building strong partnerships throughout the process.

They aim to be a market leading team that creates enduring customer relationships through operational excellence and innovative advertising campaigns.

Whether you want to build your online presence via social media marketing, web design,YouTube ads,etc., the team are the experts in delivering results-driven digital marketing campaigns for the long term business growth you’re looking for.

Learn more below!

How to Get Started With Digital Marketing in Orlando

Interested in learning more? Feel free to contact one of our expert digital marketing consultants for more information about getting started.

General questions or comments are more than welcome too -- we’d love to hear from you. Contact us here !

Hispanic Market Research Sources

2021 Nielsen Universe Estimates, Orlando-Daytona Bch-Melbrn DMA. *Based on Persons 2+. **Millennials defined as Adults 18-34.
Clartitas-Geoscape, American Marketscape DataStream™ 2021 Series; Orlando-Daytona Bch-Melbrn DMA. *Pre-tax spending power defined as aggregate household income.
Simmons, Spring 2020 Simmons LOCAL, based on A18+, Orlando DMA. For Spanish speakers: Language spoken at home is Spanish only or Spanish more than English or Spanish and English equally or English more than Spanish. For Bilingual: Language spoken at home is Spanish more than English or Spanish and English equally or English more than Spanish.
Nielsen, Secrets Of Spanish Language Advertising 2.0. May 2020.

What to Look for in a Las Vegas Digital Marketing Agency

Thu, 17 Jun 2021 14:00:05 GMT

Thinking about hiring a Las Vegas digital marketing agency to help you grow your business? You’ve come to the right place. Learn all you need to know about choosing an agency in Las Vegas by reading our top tips. In this article, we’ll be discussing the importance of asking the following questions:

Are the Digital Marketing Agency’s Services Up to Par?
Does the Agency Know how to Reach the Hispanic Market Effectively?
Is the Digital Marketing Agency a Good Fit for Your Business’ Needs?

General questions or comments? Contact us here !

Are the Digital Marketing Agency’s Services Up to Par?

Looking for an agency to help you with your business’ digital marketing efforts? There’s truly never been a better time to get started, seeing how digital platforms are an integral part of our everyday lives -- and digital usage rates continue to increase dramatically each year.

As you begin your journey of selecting the best digital marketing agency for your business, it’s important to know which type of agency you’re looking for. For example, are you looking for an agency that offers help with your advertising planning and placements, or do you want an agency that can also help with your creative assets such as messaging and design?

If you’ve answered yes to the latter, a full service digital marketing agency will be your best bet, since these agencies can provide you with everything you need from start to finish.

Some agencies also specialize in specific digital services, such as social media marketing or video marketing. If you already have a background in marketing and have decided on one specific service that you’d like to use, these agencies can be a viable option.

However, if you’re looking for long-term digital marketing results, it’s likely in your best interest to run multiplatform marketing campaigns that reach consumers across multiple touchpoints.

Learn more about the ins and outs of digital marketing by checking out our previous posts!

Does the Agency Know how to Reach the Hispanic Market Effectively?

The Latino population has drastically increased across the U.S., and Las Vegas is no exception to this trend. With a prominent Hispanic population, you’re doing your business a disservice if you don’t have a Hispanic marketing strategy in place as a part of your overall digital marketing plan.

The numbers speak for themselves:

31% of Las Vegas’ population of 1.9M people is comprised of Latinos.
3 in 10 individuals in Las Vegas are Hispanic, and 2 in 5 Millennials are Hispanic.
The Hispanic population in Las Vegas has grown 205% from 200-2021, compared to 44% growth for non-Hispanics in the same time period.
A 408% increase in pre-tax spending power is predicted for Hispanics in Las vegas from 2000-2025. Meanwhile, non-Hispanic pre-tax spending power is projected to increase 160% during the same period of time.

Evidently, the Latino population in Las Vegas wields growing amounts of spending power and influence that can’t be ignored. Plus, Hispanic marketing can outperform marketing to the total population -- when done correctly.

This doesn’t mean simply translating ads in English into Spanish and calling it a day. If you want to get it right, it’s vital to reach Latino audiences in their preferred language, on the right platforms, and with the appropriate culturally nuanced messaging that will resonate with them. By taking the time to make Latino audiences feel seen and heard, businesses can reap the lasting results of connecting with this influential group.

It’s important to keep the following facts in mind:

79% of Hispanics in Las Vegas speak Spanish, and 62% are bilingual.
70% of Hispanics in Las Vegas believe it is important to teach Spanish to Hispanic children as a way to help preserve Hispanic culture.
Facebook IQ discovered that on average, 80% of U.S. Hispanics surveyed don’t feel they need to stop speaking Spanish to be part of American culture, and seeing ads in Spanish versus English significantly increases their interest in purchasing products.
Across platforms, the sales lift on Hispanics is 10-20% greater from Spanish-language advertising vs. English-language.
Brands that can reach Hispanic audiences for more than 20 weeks per year deliver an ROI 2x higher than brands without consistency.

All of these factors, plus the fact that Hispanics are a highly digital audience, make them a pivotal group to reach via digital marketing.

Is the Digital Marketing Agency a Good Fit for Your Business’ Needs?

After taking the time to verify which services the digital marketing agency offers and what their experience in Hispanic marketing is, it’s crucial to check that the agency is a good fit for your particular business and its needs.

Some key questions to ask include:

Can the agency provide previous client success stories (LINK) as proof of their expertise?
Does the agency have experience serving clients from your industry or related industries?
What are clients saying on Yelp, Google Reviews, or client testimonials on the agency’s website?
Does the marketing agency have a clear understanding of your goals and overall business needs?

Ultimately, the best way to figure out if a digital marketing agency will be a good fit is to call them and schedule a consultation for more in-depth answers to any of your questions.

For additional tips, check out our post about choosing a marketing agency for your local business here !

About Our Las Vegas Digital Marketing Agency

Entravision Las Vegas’ team of expert digital marketing consultants is dedicated to providing 360 solutions and comprehensive strategies that make a lasting difference for clients across a variety of industries.

With 23+ years of marketing solutions experience in Las Vegas, they can do it all. Whether you want to sponsor a custom built event, run successful digital marketing campaigns, or ensure your business leaves a lasting impression on your target audiences across TV and/or radio, we tailor the right mix of solutions to suit your unique business goals.

Learn more about our agency in the video below!

How to Get Started With Digital Marketing in Las Vegas

Interested in getting started with digital marketing in Las Vegas? Feel free to contact one of our expert digital marketing experts to learn more about how our services can help you take your business to new heights.

General questions or comments? We’d love to hear from you -- contact us here !

Hispanic Market Research Sources

2021 Nielsen Universe Estimates, Las Vegas - DMA. *Based on Persons 2+. **Millennials defined as Adults 18-34.
Clartitas-Geoscape, American Marketscape DataStream™ 2020 Series; Las Vegas DMA. *Pre-tax spending power defined as aggregate household income.
Simmons, Spring 2020 Simmons LOCAL, based on A18+, Las Vegas DMA. For Spanish speakers: Language spoken at home is Spanish only or Spanish more than English or Spanish and English equally or English more than Spanish. For Bilingual: Language spoken at home is Spanish more than English or Spanish and English equally or English more than Spanish.
Nielsen, Secrets Of Spanish Language Advertising 2.0. May 2020.
Nielsen Insights, Understanding the Keys to Higher ROI in Spanish-Language TV, 02/23/2017.
Facebook IQ, Gains in Translation: What Your Language Choices Say to U.S. Hispanics, 10/4/2016.

Turbo Tax Case Study

Tue, 15 Jun 2021 20:16:45 GMT

Market: San Diego

Tactics: News Elevator, Facebook Posts, YouTube

Entravision Local Marketing Solutions ran a multiplatform Spanish-language campaign for Turbo Tax across the 6pm local news broadcast on TV, Facebook, and YouTube in April 2020. The campaign allowed audiences in San Diego to send in questions to Turbo Tax CPA Miguel Burgos via Facebook and Skype. Take a look the results below!

Facebook views came in at over 153,000 , with 3,600 post engagements -- showing that Hispanic audiences were highly interested in the stimulus topic and were eager to receive advice from a credible source.
Entravision’s 6pm newscast on April 2nd captured 67% more audience share than the competition for Spanish-speaking adults 18-49, and 50% more audience share for adults 25-54.

Thanks to the campaign’s success, Turbo Tax was able to not only help local Hispanic community members, but they also raised awareness for their platform by building consumer trust at a time when it mattered most.

Learn more about the campaign by watching our video below, or read our post here !

Colorado Department of Transportation Case Study

Fri, 11 Jun 2021 18:02:00 GMT

Market: Colorado

Tactics: Entravision’s exclusive Juntos Facebook Live Newscast sponsorship featuring Univision News, Display Ads

The Colorado Department of Transportation had a mission to deliver effective safety messaging to Colorado’s at-risk Latino community, which experiences more fatalities and traffic violations as a result of not wearing a seatbelt.

Entravision Local Marketing Solutions ran a Spanish-language campaign targeting Latinos ages 21+ from 8/21/20 – 9/24/20 to reach interested digital news viewers.

Facebook post and boost promo ads reached over 76,000 people and resulted in over 1,400 clicks with 213 reactions .
Display Ads on Entravision’s O&O sites garnered 31,000 Facebook impressions , and Facebook Live and boost components on Noticias Univision Colorado videos reached over 305,000 people with more than 23,000 clicks and 2,000+ reactions on Facebook.

Thanks to the campaign, the Colorado Department of Transportation was able to effectively reach and engage with the Latino community.

Read our accompanying blog post for an in-depth look at the campaign!

Client Testimonial

Every year hundreds of unbuckled people are killed or injured on Colorado roads. By partnering with Entravision, our client (CDOT) was able to communicate, in a relevant and results-oriented manner, that wearing a seatbelt is the most effective way to prevent serious injury or death in a motor vehicle crash.

-Laura Sonderup

Managing Director, Hispanidad

How to Choose a Digital Marketing Agency in Phoenix

Thu, 10 Jun 2021 14:00:04 GMT

On the hunt for a digital marketing agency in Phoenix? Keep reading to learn our top tips for choosing an agency that will best align with your business goals. In this article, we’ll be going over the importance of asking each of the following questions:

Which Services Does the Digital Marketing Agency Offer?
Is the Agency Experienced in Hispanic Marketing?
Does the Marketing Team Understand Your Business and Overall Goals?

General questions or comments? Feel free to contact us here !

Which Services Does the Digital Marketing Agency Offer?

Digital marketing has never been as useful and relevant for businesses looking to grow given the increasing amount of time people are spending with digital media.

Today, there are more digital marketing agencies across the country than ever before. However, not all agencies will be a good fit for your business and marketing goals. Depending on your goals, you may prefer to choose an agency that specializes in particular digital services, or you may decide to go with a full service marketing agency that offers a full suite of solutions.

Aside from being able to help you with your digital marketing strategy, a key distinction between a specialized agency and a full service marketing agency is that a full service agency also comes with it’s own team of in-house creative specialists. Keep in mind that some agencies only offer strategy or creative, so if you’re looking for a one-stop shop, a full service agency will be your best bet.

Digital marketing is an umbrella term that encompasses a wide range of tools and tactics. From social media marketing, Search Engine Marketing (SEM), email marketing, Pre-roll video ads, landing pages, and more, each tool serves a different purpose depending on your business goals.

For example, are you looking to increase leads for your business? A landing page dedicated to a particular offering or sale might be ideal for getting customers through the door. Want to increase awareness and engagement among your local audience? Social media marketing coupled with a branded content sponsorship could be the perfect match to get people interested in your business.

Take a look at the different services we offer at our full service agency to get a better idea of the many tools and platforms you can reach your target audience with!

Is the Agency Experienced in Hispanic Marketing?

Given Phoenix’s thriving Latino community, selecting an agency with Hispanic marketing expertise is key to reaching this influential group. Did you know that Phoenix is home to the 8th largest Hispanic population in the United States? Plus:

31% of Phoenix’s population is Hispanic.
1 in 3 people ages 6+ are Hispanic, and 2 in 5 Millennials are Hispanic.
The Hispanic population in Phoenix has grown 26% from 2008-2021.
Phoenix’s Hispanic population is projected to have a 395% increase in pre-tax spending power from 2000-2026, vs. a 192% projected increase for non-Hispanics.

Evidently, the Hispanic population in Phoenix is a key group to reach thanks to their sheer numbers and massive spending power. If you want to maximize your digital marketing results, reaching Latinos in the area is a surefire way to take your digital marketing strategy up a notch.

Reach Hispanic Audiences In-Language and In-Culture to Boost Your Marketing Efforts

Now that you know how influential and digitally active Hispanic audiences are, you may be wondering how to tailor your marketing messaging to reach them effectively. While many Hispanics are bilingual, it’s important to note their language preferences and acknowledge their culture via appropriate and relevant messaging.

Consider the following:

77% of Hispanics in Phoenix speak Spanish, and 65% of Hispanics in Phoenix are bilingual.
68% of Hispanics in Phoenix believe it is important to teach Spanish to Hispanic children as a way to help preserve Hispanic culture.
Brands with high Spanish ROI achieve “message memorability” scores 46% higher than their English Language Ad Counterparts.
Facebook IQ found that on averag e, 80% of US Hispanics surveyed don’t feel they need to stop speaking Spanish to be part of American culture, and seeing ads in Spanish versus English significantly increases their interest in purchasing products.

As you can see, reaching Hispanic audiences effectively means knowing how to reach them in Spanish with relevant messaging and special attention to their cultural nuances. This can be extremely tricky to do if you aren’t a Hispanic marketing expert yourself -- but no need to fear!

By partnering with an agency with extensive experience in Hispanic marketing, you can rest assured that your marketing campaigns will be in good hands.

Learn more about what to look for in local Hispanic marketing agencies here or check out our posts below for a deeper dive into why it’s important to reach Hispanic consumers.

Does the Marketing Team Understand Your Business and Overall Goals?

Ultimately, if an agency’s marketing team doesn’t understand your business and goals, it’ll be that much harder to see actual results from your marketing efforts. In order to get a better idea of whether or not a potential agency will be a good fit, it can help to take a look at previous success stories and testimonials from clients.

Does the agency have experience helping clients from your industry or a similar industry? What do clients have to say about working with the agency? You can gauge this by checking out the testimonials or case studies on the agency’s website, or requesting them directly from the agency.

Another great way to see what the agency’s clients are saying is by looking up online reviews via Google Reviews or Yelp.

View our success stories here to see how we’ve helped clients from a variety of industries through both Hispanic market and general market campaigns.

About Our Phoenix Digital Marketing Agency

Our agency has over 15 years of marketing solutions experience in the Phoenix area, and our team of expert digital marketing consultants is dedicated to providing full service solutions to make a lasting difference for clients.

From digital services, radio sponsorship opportunities, year-round community events, and more, your business has plenty of options to choose from in order to make a mark among members of Phoenix’s community. Learn more below!

How to Get Started With Digital Marketing in Phoenix

Want to get started with digital marketing in Phoenix? Feel free to contact one of our digital marketing experts to learn more.

General questions and comments are welcome too -- contact us here . We’d love to hear from you!

Hispanic Market Research Sources

2021 (Fall 2020) Nielsen Audio Population Estimates based on Claritas, LLC 1/1/21 whole-county population estimates (Census 2010-based)., Phoenix Metro. *based on Persons 6+.
**Millennials defined as Adults 18-34. Median Age and HH Size: Claritas-Geoscape, American Marketscape DataStream™ 2020 Series, Phoenix Metro (Maricopa County). Metro ranks and population growth are based Persons 12+.
Claritas-Geoscape, American Marketscape DataStream™ 2021 Series; Phoenix-Mesa-Scottsdale Metro. *Pre-tax spending power defined as aggregate household income
[1] Scarborough Research Release 2 2020: Jul19-Aug20, based on A18+, Phoenix Metro. For Spanish speakers: Language personally speak most in home is Spanish only or Spanish more than English or Spanish and English equally or English more than Spanish. For Bilingual: Language personally speak in home is Spanish more than English or Spanish and English equally or English more than Spanish.[2] Simmons, Spring 2020 Simmons LOCAL, based on A18+, Phoenix Metro.

5 Hispanic Marketing Tips for a Post-Pandemic World

Thu, 03 Jun 2021 14:00:03 GMT

The pandemic has changed us all. Whether it meant skyrocketing screen times, new hobbies, or a new outlook on how we live our daily lives -- Hispanic marketing is no exception to having undergone major changes. While the pandemic isn’t completely over yet, knowing how to market to today and tomorrow’s Hispanic consumers is essential (are you sick of that word by now? Us too). Read on for our top tips on navigating Hispanic marketing in a post-pandemic world!

In this post, we’ll be discussing the following tips:

1. Recognize Hispanic Consumers’ Influence and Act Accordingly
2. Reach Hispanic Audiences on Their New Favorite Platforms
3. Keep Culture in Mind to Make an Impact -- but Exercise Caution
4. Plan Ahead. Your Hispanic Marketing Strategy Needs to be a Year-Round Effort
5. Hire a Hispanic Marketing Agency to Get the Job Done Right

Questions or comments? Reach out to us here.

1. Recognize Hispanic Consumers’ Influence and Act Accordingly

Before we dive into tips for reaching Hispanic consumers post-pandemic, understanding their cultural and economic influence within the U.S. is vital .

Did you know that almost one in five people in the United States is Hispanic ? With over 62 million individuals, Latinos currently wield an astounding $1.7 trillion in buying power -- making them a crucial group to reach.

Plus, did you know:

Between 2010- 2019, Hispanic Buying Power increased 69%. This rate outpaces Non-Hispanics, whose buying power increased 41% during the same time period.
In 2020, Gen Z became the first portion of the U.S. population to be an American multicultural majority among teens ages 17 and under.
Other age groups will soon follow. For those under 35 by 2028 and all people under 50 by 2033, multicultural groups will comprise the majority of their respective populations.

This major shift in the population’s demographics are paving the way for a shift in the way businesses market to consumers. Will your business keep up with the times or quickly fall behind?

2. Reach Hispanic Audiences on Their New Favorite Platforms

3. Keep Culture in Mind to Make an Impact -- but Exercise Caution

Culture, identity, and representation have been a major focus in the last year within both media and politics, and these topics aren’t going away anytime soon as we head into the “next normal.”

Despite many Hispanics being largely bilingual and bicultural, with 75% speaking Spanish at home -- many businesses trying to reach them start off on the wrong foot by not addressing them in the right language and tone. To add insult to injury, Hispanic audiences are spending an astounding amount of time on digital platforms, yet they aren’t being properly represented in the ads they see online.

Hispanic participants in a recent surve y said that several issues stuck out when it comes to digital advertising:

32% said many ads are simply translated versions of their English counterparts (32%).
29% said their native language isn’t used enough.
24% said that the people represented in the ads aren’t Latino.

Evidently, addressing Latinos with a nuanced understanding is key to using Hispanic marketing successfully. Want more tips to learn how to market to Hispanic consumers? Check out some of our previous posts below.

4. Plan Ahead. Your Hispanic Marketing Strategy Needs to be a Year-Round Effort

As a result of the pandemic and an increased awareness of social and racial issues within the United States, the past year has been full of instances of brands and businesses having to recover from PR nightmares due to shallow attempts of relating to multicultural audiences.

Long story short, addressing Hispanic audiences with one-off campaigns during Hispanic Heritage Month isn’t going to cut it. Audiences can see through brands only participating if it’s for a one-time holiday -- and consumers aren’t afraid to cut ties with brands that they deem to be performative and inauthentic.

If you’re going to develop a Hispanic marketing strategy, make sure your campaigns are a year-round effort -- not only will it pay off in the long term, but it will also save you the headache of being set back by poorly done Hispanic marketing campaigns.

Which brings us to our next point...

5. Hire a Hispanic Marketing Agency to Get the Job Done Right

Chances are, unless you’re a Latino marketing specialist, entering the Hispanic marketing arena entirely by yourself will not be an easy feat. Plus, you can run the risk of turning Latino customers away by lacking the right perspective or sending the wrong message across.

While there are many factors to take into account when choosing a Hispanic marketing agency, ensuring that your agency of choice is run by and for Latinos is key to creating successful Hispanic marketing campaigns.

Not only will Latino marketing professionals be up to date with the latest digital platforms and trends, but they will also have the local knowledge and nuanced perspective that it takes to reach Hispanic consumers using the right balance of culture, language, and tone.

Need help figuring out how to choose an agency for your business? Get our top tips for choosing the right Hispanic digital marketing agency by checking out our post .

How to Get Started With Hispanic Marketing

Hispanic marketing can often be an overwhelming process for businesses to understand and take on by themselves -- but it doesn’t have to be if you have the help of expert digital marketing consultants who are experts in all things Hispanic marketing.

Want to learn more about getting started? Feel free to reach out to one of our Hispanic digital marketing consultants or find a location near you .

General questions or commen ts? Reach out to us -- we’d love to hear from you!

Tips for Choosing a Denver Digital Marketing Agency

Thu, 27 May 2021 14:00:06 GMT

Searching for a Denver digital marketing agency? No matter which industry your business is in or what goals are, we’ll show you what to look for before selecting an advertising agency in Denver. Read our top tips to ensure you make an informed decision!

In this article, we’ll be discussing the following topics:

Experience is Everything -- Ask the Digital Marketing Agency for Examples
Hispanic Marketing in Denver is Crucial. See if They Specialize in Reaching Latino Audiences
Verify Your Options. Check Which Services the Digital Marketing Agency Offers to Make Sure They’re a Good Fit for Your Business

Questions or comments? Feel free to contact us here.

Experience is Everything -- Ask the Digital Marketing Agency for Examples

Before deciding which digital marketing agency in Denver is right for you, familiarizing yourself with the agency’s experience in the area is key. How long have they been in practice, and how well do they know what consumers in Denver are looking for? Do they have marketing experience in your particular industry?

Seeing examples of previous work, either in the form of case studies or client testimonials, can give you a better idea of how the digital agency has helped previous clients and whether or not they’ll be able to do the same for you and your business.

The agency in question should be able to provide you with examples and answers to any questions you may have about their previous experience -- and if they aren’t able to give you much information to work with, it may be in your better interest to start looking elsewhere.

Another great way to vet an agency is to read reviews online, either through Google reviews, Yelp, or other review sites to see firsthand examples from prior and current clients. The more you know, the better!

Want to see some firsthand examples ? For an inside look at our successful digital marketing campaigns, check out our success stories page .

Hispanic Marketing in Denver is Crucial. See if They Specialize in Reaching Latino Audiences

If you’re looking to market your local business in Denver , partnering with a digital marketing agency that specializes in Hispanic marketing has never been more important. As the Latino population in Denver continues to grow rapidly, reaching Hispanic audiences today will have lasting long term benefits for your business.

For instance, did you know:

Hispanics make up 21% of the total population in Denver, at over 900,000 people.
1 in 5 individuals in Denver is Hispanic, and 1 in 4 Millennials in Denver is Hispanic.
Denver has seen a 128% Hispanic population growth increase from 2000-2021, compared to a population growth increase of 29% for non-Hispanics
Latinos in Denver have a projected 306% increase in pre-tax spending power from 2000-2026, vs. a 184% projected increase for non-Hispanics.
Currently, Latinos in Denver have $23.8 billion in spending power, and a projected $29.8 billion in spending power is expected for 2026.

Aside from their economic power and impact, Latinos in Denver are best reached when messaging is culturally relevant and in their preferred language. When deciding to run ads for your business in English or Spanish, keep in mind that:

59% of Hispanics in Denver speak Spanish.
44% of Hispanics in Denver are bilingual.
64% of Hispanics in Denver believe it is important to teach Spanish to Hispanic children as a way to help preserve Hispanic culture.
The ROI on campaigns using purchase based targeting on Spanish language audiences outperforms non-Spanish language audiences by 1.5x.

Plus, Hispanic consumers are a prime audience to reach when it comes to digital marketing.

Verify Your Options. Check Which Services the Digital Marketing Agency Offers to Make Sure They’re a Good Fit for Your Business

Your digital marketing strategy will all depend on your business, goals, budget, and target audience. When choosing a digital agency in Denver, it’s important to make sure that the agency in question can deliver the right mix of solutions to align with your goals.

For example, if your aim is to generate leads, landing pages might be your best bet, whereas, if you’re looking to build trust and increase engagement, sponsoring branded content could provide you with optimal results.

View our services page here to get a better idea of the services we offer and how they can help you grow your business!

About Our Denver Digital Marketing Agency

Our Denver team of expert digital marketing consultants provides strategic digital and 360 solutions to help clients across a variety of industries achieve their marketing goals .

From raising awareness, increasing engagement, or converting consum ers, our digital marketing agency offers a wide range of services that are bound to fit your needs for both Latino and total market multimedia marketing campaigns .

Check out our Denver marketing agency location page and take a look at our market overview video to learn a bit more about us!

How to Get Started With Digital Marketing in Denver

As you can see, there’s a lot that goes into digital marketing -- and even more that goes into successful digital marketing campaigns. It can be daunting to go it alone, so partnering with a digital marketing agency, especially one that has experience with reaching Hispanic audiences, is an excellent way to dip your toes in.

Interested in getting started? Feel free to reach out to one of our expert marketing consultants or find a location near you to learn more.

General questions or comments? We’d love to hear from you -- contact us her e!

Hispanic Market Research Sources:

2021 Nielsen Universe Estimates, Denver -Boulder DMA. *Based on Persons 2+. **Millennials defined as Adults 18-34.
2021 & 2000 Nielsen Universe Estimates, Denver-Boulder DMA.
Geoscape, American Marketscape DataStream™ 2021 Series; Denver-Boulder DMA. *Pre-tax spending power defined as aggregate household income.
Simmons, Spring 2020 Simmons LOCAL, based on A18+, Denver DMA. For Spanish speakers: Language spoken at home is Spanish only or Spanish more than English or Spanish and English equally or English more than Spanish. For Bilingual: Language spoken at home is Spanish more than English or Spanish and English equally or English more than Spanish
Nielsen, Secrets of Spanish Language Advertising 2.0, May 2020.

5 Small Business Marketing Mistakes to Avoid

Thu, 20 May 2021 14:00:03 GMT

Small businesses play an integral role in their local communities, but unfortunately, there are common mistakes that many businesses make when it comes to their small business marketing strategies. Don’t learn these lessons the hard way -- keep reading to learn the mistakes you should avoid, plus our top tips for improving.

In this article, we’ll be reviewing five common marketing mistakes among small businesses. These include:

1. Not Developing a Thorough Online Presence
2. Not Reaching the Right Audiences
3. Not Tracking and Optimizing Your Marketing Campaigns
4. Not Keeping Tabs on Your Competitors
5. Not Developing a Compelling Unique Value Proposition

Questions or comments? Feel free to contact us here !

1. Not Developing a Thorough Online Presence

Did you know that 85% of consumers conduct online research before making a purchase online? These days, if your business isn’t active online, you may be out of the running. Over one-third of American small businesses don’t have a website -- don’t get left behind if you’re part of this group!

While you’re at it, don’t forget to optimize your website for mobile. A design that looks great on your desktop may not translate well on mobile devices, where consumers are flocking to in large numbers. Research shows that users who have a bad experience on a mobile site are a whopping 62% less likely to make a purchase from that business in the future.

As a key touchpoint for potential customers to get to know your business before they take next steps, having an inviting and informative website can make all the difference in building trust at the beginning stages of the buyer’s journey. Plus, if applicable, adding online shopping or online services to your site can bolster additional sales and engagement.

Are you keeping up with the latest online reviews? By replying when appropriate, you can nurture customer relationships online and build upon your business’ credibility for potential customers.

While some businesses may be intimidated at the thought of posting on social media, setting up social media profiles with key information about your business like your hours, email, and phone number can be another great way to maximize your online presence. If you can commit to posting occasionally, this can also increase your chances of being found online and boost your exposure.

If these suggestions sound daunting to take on yourself, no need to fear. With the help of a digital marketing agency, you can rest assured that the process of developing and improving your business’ online presence will be in good hands. New to the world of online marketing? Check out our recommended reading below to get more familiar!

2. Not Reaching the Right Audiences

As a small business, chances are you’re aiming to reach local consumers in your area. Don’t make the mistake of wasting your advertising dollars by casting too large of a net -- instead, make sure you’re directing your efforts to reaching the exact people who are in the market for your products or services.

The first step in this process is recognizing which groups in your area to reach, and who your average or ideal customer is. Based on your business’ products or services, your ideal customers may be in a certain age group, income level, educational or professional background, etc. The more you can narrow down your target audience, the more effective your marketing efforts will be -- and you can save more money on marketing in the long run.

Now that you know who you want to target, it’s important to decide what your goal for your marketing campaign is. Do you want to increase awareness for your business, or gain foot traffic and leads? Or, are you looking for more engagement among your target audience?

Depending on your marketing goals and potential customers, you can then hone in on which platforms will make the most sense to reach them on. For instance, if your goal is to promote a new product offering to drive leads, and your target audience is made up of business professionals, using email marketing would be a great way to connect with them on a platform that they frequently use.

Speaking of reaching the right audiences …many businesses don’t think of extending their marketing efforts past the general market, despite the fact that connecting with multicultural consumers has been proven to be an extremely effective strategy time and time again.

For example, did you know that U.S. Hispanics are the country’s largest minority group, and both their increases in buying power and population size has outpaced that of non-Hispanics? This alone makes them an audience worth reaching, especially if you live in an area with a large or growing Latino community .

Plus, reaching Latino audiences pays off. 38% of Hispanics agree that they are more loyal towards companies that show appreciation for their culture by advertising in Spanish. Learn more about why you need to be reaching the Hispanic market below, and see firsthand results from Hispanic marketing campaigns here !

3. Not Tracking and Optimizing Your Marketing Campaigns

Another major mistake small businesses make when building out their marketing campaigns is failing to track results and optimize accordingly. If something isn’t working, it’s vital to understand why to avoid repeating the same mistakes. On the other hand, if something is working well, it’s helpful to keep track and consider allocating more resources toward it in the future.

While figuring out which strategies work best may be a process of trial and error at first, measuring your results is the first step to developing successful campaigns. Thanks to the capabilities digital marketing platforms have to offer, you can track every step and stay up to date with your campaign’s progress.

Understandably, most businesses aren’t necessarily experts when it comes to using each platform to its full capacity for maximum impact. For this reason, finding a digital marketing agency is a great way to get started and discover more about the process. Want to learn about specific digital marketing methods and how they work? The following posts might be right up your alley:

4. Not Keeping Tabs on Your Competitors

You don’t need to track your competition’s every move, but failing to keep up can cost your business. By identifying what your competitors are doing to market their business, you can not only get inspiration from what they’re doing if it’s working well, but you can also get a better idea of where you can improve your marketing strategy to set yourself apart.

The last thing you want is to be caught off guard by your competitors and their success if you haven’t been following along as closely. By finding out which platforms they’re advertising across and who they’re aiming to reach, your business can make informed decisions and develop your marketing strategy with these factors in mind.

5. Not Developing a Compelling Unique Value Proposition

When it comes to how you market your business, if you’re not highlighting what sets your business apart, your marketing efforts can suffer from it. You can advertise on the right platforms and reach the right audience, but if your messaging doesn’t distinguish itself from the crowd, it can be easy to go unnoticed.

Consumers are becoming increasingly picky and have higher expectations from the brands and businesses they choose. For example, 58% of people decide to stop doing business with a company because of poor customer experience.

Once your business can shine a light on what makes it unique and how it provides excellent service, you stand a much better chance at winning over potential customers. From case studies and client testimonials on your website, to top notch creative messaging in your marketing campaigns, there are many ways to showcase your unique value proposition to consumers.

Check out how we’ve been able to transform our clients’ digital marketing campaigns by heading over to our case studies , or dive deeper into the services we offer here .

How to Get Started With Improving Your Small Business Marketing

Now that you know some of the common small business marketing mistakes to avoid, you may be wondering how you can get started with improving and implementing best practices with the help of an experienced digital marketing agency.

Feel free to contact one of our expert digital marketing consultants or find a location near you to learn more. Questions or comments? You can reach us here -- we look forward to hearing from you!

How to Pick a Digital Marketing Agency in San Diego

Thu, 06 May 2021 15:00:03 GMT

Searching for a digital marketing agency in San Diego? Read on to learn what you should be looking for in order to choose the best digital marketing agency for you and your business goals.

In this post, we’ll be reviewing the following questions and answers:

What is the Agency’s Background and Experience?
Does the Digital Marketing Agency Have a Hispanic Marketing Focus?
How Can Spanish-Language Ads Boost Your Digital Marketing in San Diego?

Plus, discover more about our San Diego digital marketing agency location on your journey to choosing a digital marketing agency in San Diego.

Questions or comments? Contact us here !

What is the Agency’s Background and Experience?

Nowadays, you have plenty of options to choose from when it comes to digital marketing agencies.

However, not all agencies will be up to par in terms of their expertise and what you should be looking for in order to grow your business.

When narrowing down your options for digital marketing agencies in San Diego, consider asking the following questions:

Is the agency a full service marketing agency, or do they only focus on certain digital marketing services ?
Are there firsthand examples of client success stories or awards for their work that they can show you?
What is the agency’s background and how many years of experience do they have in San Diego?
Do they have a specialization in serving particular industries? If so, is your industry one of them?
Is the agency solely focused on digital media, or do they also offer traditional media opportunities like broadcast TV and radio?

Once you find out the answers to these questions, you might start to better understand which agencies would and wouldn’t be a good match for your business and overall goals for growth.

It doesn’t hurt to also research online reviews and testimonials to see what others are saying about the agency and their experiences working with them. Once you’ve vetted them, the best way to see if it’ll be a good fit is to go ahead and get in touch with the agency!

Does the Digital Marketing Agency Have a Hispanic Marketing Focus?

San Diego is home to a thriving Latino population located right across the border of Tijuana, Mexico. Did you know that San Ysidro is the busiest land border crossing in the world? Discover more fun facts below:

San Diego has over 1,000,000 Hispanics living in the area, and the Hispanic population has seen a 49% increase in population growth in the past two decades.
Latinos in San Diego make up 34% of the overall population, with 1 in 3 individuals who are Hispanic. This number is even higher for Millennials, with 2 in 5 Millennials who are Hispanic (40%).
Latino spending power in San Diego is projected to have an overall increase of 306% from 2000 – 2026, compared to +156% for non-Hispanics.

By the numbers, if you’re looking for a digital marketing agency in San Diego, choosing an agency with a Hispanic marketing background is a must-have if you want to get maximum results from your digital marketing strategy.

If you weren’t already convinced of how influential Latino audiences are, their digital usage rates are higher than other groups and have skyrocketed even further as a result of the pandemic -- making U.S. Latinos the perfect demographic to reach via digital marketing.

How Can Spanish-Language Ads Boost Your Digital Marketing in San Diego?

There’s no doubt that the Latino population in San Diego is worth reaching, but now you may be wondering which steps you can take to reach this influential audience effectively.

Despite Hispanics being a significant portion of the population, many businesses falsely assume that they can reach Latinos via the same advertising messaging and strategies they use for the overall population.

This presents a huge available opportunity -- by reaching out and connecting with Hispanic audiences, your business can stand out from the crowd and win their business.

No Hispanic marketing strategy is complete without giving thought to the role that Spanish-language ads play in your overall marketing mix. Although many U.S. Hispanics speak English, Spanish still goes a long way in their daily lives and often lays the foundation for strong cultural ties and traditions. For instance:

78% of Hispanics in San Diego speak Spanish, and 63% of Hispanics in San Diego are Bilingual.
72% of Hispanics in San Diego believe it is important to teach Spanish to Hispanic children as a way to help preserve Hispanic culture.
Brands with high Spanish ROI achieve “message memorability” scores 46% higher than their English Language Ad Counterparts.
Facebook IQ discovered that on average, 80% of US Hispanics surveyed don’t feel they need to stop speaking Spanish to be part of American culture, and seeing ads in Spanish versus English significantly increases their interest in purchasing products.

When considering a Hispanic marketing agency , it’s vital that you make sure the team behind the Hispanic marketing campaigns truly understands the needs, interests, and values of Latino consumers.

If they do, they can help you create nuanced ads and creative advertising strategies that can get you the results you’ve been looking for.

No one wants their business to be known for running cheesy or stereotypical ads, so it’s crucial that you align with an agency that gets it -- and agencies run by and for Latinos can make all the difference.

About Our Digital Marketing Agency in San Diego

Our San Diego team of expert digital marketing consultants works with clients across a variety of verticals to provide the best digital marketing solutions and strategies in both the general and Hispanic market.

We know how to make a major impact among your target audience so that your business can reach its goals.

From raising awareness, increasing engagement, or converting consumers, our full service digital marketing agency can pinpoint the perfect solutions for your needs.

If you’re looking for even greater reach, we also offer radio and TV opportunities across popular TV and radio stations that specialize in connecting with local Latino audiences in San Diego.

Be sure to visit our San Diego marketing agency location page and take a look at our offerings below to learn more!

How to Get Started With Digital Marketing in San Diego

We wish you the best of luck on your search to find the top digital marketing agencies in San Diego .

Feel free to contact our expert digital marketing consultants in San Diego to see if our services are right for you and your business.

Questions or comments are welcome -- reach out to us here . We look forward to hearing from you!

Hispanic Market Research Sources

2021 Nielsen Universe Estimates, San Diego DMA, Based on Persons 2+. Millennials defined as Adults 18-34.
Geoscape, American Marketscape DataStream™ 2021 Series; San Diego DMA. *Pre-tax spending power defined as aggregate household income.
Simmons, Spring 2020 Simmons LOCAL, based on A18+, San Diego DMA. For Spanish speakers: Language spoken at home is Spanish only or Spanish more than English or Spanish and English equally or English more than Spanish. For Bilingual: Language spoken at home is Spanish more than English or Spanish and English equally or English more than Spanish.
Nielsen Insights, Understanding the Keys to Higher ROI in Spanish-Language TV, 02/23/2017.
Facebook IQ, Gains in Translation: What Your Language Choices Say to U.S. Hispanics, 10/4/2016.

What to Look For in a Los Angeles Digital Marketing Agency

Thu, 29 Apr 2021 01:01:12 GMT

Looking for a Los Angeles digital marketing agency? You’ve come to the right place. Keep reading to learn more about what to look for in order to choose the best digital marketing agency for your business and long-term goals.

We’ll be discussing the following tips:

Ask the Right Questions and Review the Agency's Track Record
Choose a Digital Marketing Agency with Hispanic Marketing Expertise
Increase Your Message’s Memorability with Proven Spanish-Language Ads

Plus, learn about our Los Angeles digital marketing agency and discover how to get started with digital marketing in LA.

Questions or comments before we begin? Feel free to contact us here !

Ask the Right Questions and Review the Agency’s Track Record

These days, there are hundreds, if not thousands of digital marketing agencies to choose from -- but not all agencies are created equal. When looking for a digital marketing agency in LA, it’s important to ask the following questions:

Which services does the agency offer?
Do they have examples of client success stories or awards for their work?
How many years of marketing solutions experience does the agency have in LA?
Does the agency specialize in certain industries? If so, which ones?
Is the agency digital-only, or does it also offer integrations with traditional media like broadcast TV and radio?

Asking these questions can give you a better idea of whether or not the agency in question will be a good fit for your particular business and goals.

You can also take a look at online reviews and client testimonials to help you decide if you want to move forward. Ultimately, it doesn’t hurt to reach out to an agency directly to see for yourself!

Choose a Digital Marketing Agency with Hispanic Marketing Expertise

It’s no secret that LA boasts an extremely diverse population. Did you know that Latinos make up the largest minority demographic group in the city? Check out the facts below:

The LA metro area has the highest Hispanic concentration of any city in the U.S., with over 6.3 million Hispanics.
Latinos in LA make up 46% of the total population, with 4 in 9 individuals who are Hispanic. This number is even higher for Millennials, with 5 in 9 Millennials who are Hispanic (56%).
LA Latino spending power has a projected 219% increase in pre-tax spending power from 2000-2026, compared to a 126% increase projected for non-Hispanics.

Based on sheer numbers alone, if you’re looking for a digital marketing agency in Los Angeles, choosing an agency with a deep understanding of the Hispanic market is crucial if you want to ensure maximum reach -- after all, Hispanics make up almost half of the city’s total population.

Given their staggering digital usage rates, U.S. Latinos are also a prime demographic to reach when it comes to digital marketing. Take a look below!

Increase Your Message’s Memorability with Proven Spanish-Language Ads

Now that you know exactly how extensive LA’s Latino population is, you may be wondering which steps you can take to reach Latino audiences effectively.

Although Hispanics make up such a big portion of the population, most advertising is lagging behind when it comes to connecting with them -- and reaching them can help your business stand out.

One of the major pillars of Hispanic marketing strategy is crafting compelling Spanish-language ads. While a majority of U.S. Hispanics speak English, for many, Spanish is still a large part of their daily lives and a strong tie to their culture. For instance:

80% of Hispanics in Los Angeles speak Spanish, and 64% of Hispanics in Los Angeles are Bilingual.
73% of Hispanics in Los Angeles believe it is important to teach Spanish to Hispanic children as a way to help preserve Hispanic culture
Brands with high Spanish ROI achieve “message memorability” scores 46% higher than their English Language Ad Counterparts.
Facebook IQ discovered that on average, 80% of US Hispanics surveyed don’t feel they need to stop speaking Spanish to be part of American culture, and seeing ads in Spanish versus English significantly increases their interest in purchasing products.

It’s important to choose a Hispanic marketing agency that truly understands the needs, interests, and values of Hispanic consumers to create nuanced ads and advertising strategies for your business. The last thing you want is to run stereotypical or cliche ads, so it’s crucial that you choose a reputable agency made up of Latinos themselves.

About Our Los Angeles Digital Marketing Agency

Our LA team of expert digital marketing consultants works with clients big and small across a variety of industries. We provide digital marketing solutions to make an impact among your target audience and help your business reach its goals.

Whether you’re looking to raise awareness, increase engagement, or convert consumers, our wide range of digital marketing services has got you covered. Our full service marketing agency also offers broadcast TV and radio opportunities across popular TV and radio stations that cater to LA’s influential Latino audiences.

Be sure to visit our Los Angeles marketing agency location page .

How to Get Started With Digital Marketing in Los Angeles

As you continue on your search for the best digital marketing agency to suit your needs, feel free to contact one of our expert digital marketing consultants in Los Angeles to find out if our services are right for you.

General questions or comments? Reach out to us here -- we look forward to hearing from you!

Hispanic Market Research Sources

[1] Nielsen Audio Population Estimates, Fall 2020, Los Angeles DMA (LA, Orange, Riverside-SB, Oxnard-Ventura); based on Persons 12+. *Millennials defined as Adults 18-34.
[2] Simmons, Spring 2020 Simmons LOCAL, based on A18+, Los Angeles DMA (LA, Orange, Riverside-SB, Oxnard-Ventura)
Geoscape, American Marketscape DataStream™ 2021 Series; Los Angeles DMA. *Pre-tax spending power defined as aggregate household income.
Simmons, Spring 2020 Simmons LOCAL, based on A18+, Los Angeles DMA. For Spanish speakers: Language spoken at home is Spanish only or Spanish more than English or Spanish and English equally or English more than Spanish. For Bilingual: Language spoken at home is Spanish more than English or Spanish and English equally or English more than Spanish.
Nielsen Insights, Understanding the Keys to Higher ROI in Spanish-Language TV, 02/23/2017.

5 Ways to Improve Your Small Business Marketing

Thu, 22 Apr 2021 16:00:02 GMT

Effective marketing for small businesses shouldn’t have to be complicated, but without knowing the best practices to follow, you could be missing out on better results. Now is as good a time as any to learn how to improve -- keep reading to discover five ways you can improve your small business marketing strategy!

In this article, we’ll be reviewing how you can:

1. Ramp up Your Digital Marketing Strategy
2. Maximize Your Return on Investment With Top Performing Platforms
3. Hone in and Engage With Target Audiences in Your Area
4. Adapt and Update Your Small Business Marketing Strategy Regularly
5. Hire a Small Business Marketing Agency to Get Started

Questions or comments? Feel free to contact us here .

1. Ramp up Your Digital Marketing Strategy

Oftentimes, small business owners assume that digital marketing will be out of their budget -- but it’s actually one of the most cost effective ways to get the word out about your business. Plus, the options are endless when it comes to running digital marketing campaigns for your business.

Are you looking to raise awareness for your business, build your online presence, engage audiences, or convert consumers? From social media marketing, YouTube ads, Connected TV/OTT ads, email marketing, and more, you’re bound to find a solution that aligns with your business goals.

For firsthand examples, take a look at how we’ve helped our small business clients create successful digital marketing campaigns.

2. Maximize Your Return on Investment With Top Performing Platforms

When formulating your overall marketing strategy, matching your business goals to your digital platform mix is an essential step to ensure your campaigns are set up for success. For instance, if you’re looking to convert consumers to your business, search engine marketing (also known as SEM) can be a great way to reach potential customers who are searching for products or services like yours. Want higher engagement among audiences in your area? Social media marketing provides countless opportunities to reach consumers on their favorite platforms.

Want to increase awareness? Email marketing campaigns are an excellent, cost-effective way to do so. A 2019 study found that the average ROI was $42 for every dollar spent on email marketing, making it a compelling option if you’re on a tight budget and looking to stretch your marketing dollars as far as possible.

Digital marketing campaigns for your small business also have the added benefit of reporting and metrics. Both during and after running a campaign, you can access detailed reporting to see exactly how your campaign performed.

Thanks to these insights, you can then optimize your future marketing campaigns according to what performed best, which can allow you to only run ads that bring in the most results -- and therefore save you time and money in the long run.

3. Hone in and Engage With Target Audiences in Your Area

As a small business owner, you know that engaging with your community is vital to the success of your business. While maintaining relationships with customers in person is a great place to start, you could be missing out by not engaging with potential customers online, or by failing to maintain adequate customer engagement online by not keeping up with your business’ website and online reviews.

Who is your typical or ideal customer? What are their interests, age ranges, and lifestyles like? Once you hone in on your target audience, the rest of your small business marketing strategy and digital marketing objectives will start to become much more clear.

A mistake that many small businesses make is not thinking beyond the general market. By ignoring other markets in their area, namely multicultural and growing Hispanic markets, businesses are unintentionally losing out on potential interested clients.

Learn more about how to take your business to the next level with our free Intro to Hispanic Digital Marketing eBook , or by checking out our previous posts about the importance of reaching rapidly growing Hispanic audiences:

4. Adapt and Update Your Small Business Marketing Strategy Regularly

Along with optimizing your digital marketing campaigns, optimizing your overall small business marketing strategy is essential to seeing continual tangible results. While you may be focused on increasing awareness for your business one month, you might have different goals the following month or within the same year.

As your marketing goals change alongside your business, you can then adjust your small business marketing plans. When it comes to digital marketing, technology is always changing and new platforms are constantly emerging -- which means it’s also crucial that your business adapts to these changes.

Only several years ago, advertising on digital streaming platforms was relatively new, and major social media platforms such as TikTok hadn’t even become household names yet. Flash forward to 2021, and these are now some of the most popular platforms and advertising methods. If you want your business to keep up with the competition, it’s imperative that you keep up with the times!

For tips on creating the best small business marketing strategies, feel free to check out some of our previous articles:

5. Hire a Small Business Marketing Agency to Get Started

As a small business owner, taking on the added responsibility of managing your business’ marketing campaigns and overall digital marketing strategy can be a daunting task. By hiring a small business marketing agency, you can eliminate the added stress and guesswork of putting together a successful marketing plan.

Hiring an advertising agency has many benefits, including the assurance that your campaigns will be in good hands thanks to the service you’ll receive from expert digital marketing consultants. From their knowledge of digital marketing best practices, a familiarity with the best tools and tactics to reach consumers in your area, and the ability to continually optimize your marketing campaigns over time, small business marketing agencies are a resource worth looking into!

Not sure what to look for when choosing an agency for your business? No need to fear, we’ve got you covered with our guide on what you should keep in mind when making your decision.

Get Started with Small Business Marketing

Want to learn more about getting started with digital marketing for your small business? Contact one of our expert digital marketing consultants or find a location near you -- we’re just a quick email or phone call away.

General questions or comments? No question is too big or small. Feel free to contact us here . We look forward to speaking with you!

What is Online Video Marketing?

Thu, 15 Apr 2021 14:58:04 GMT

In 2021, video marketing is key to formulating a successful and engaging digital marketing strategy. Whether you aim to raise awareness, convert customers, or highlight the unique qualities your brand has to offer, there’s an online video marketing strategy out there for you. Keep reading to learn more and discover how to transform your business!

In this article, we’ll be covering the following topics:

What is Video Marketing in Digital Marketing?
What Are the Different Types of Online Video Marketing?
Why Use Video Marketing?
How to Get Started with Video Marketing
What is the Future of Video Marketing?

Questions or comments? Contact us here.

What is Video Marketing in Digital Marketing?

Video marketing is a branch of digital marketing that focuses on using online videos to promote your business’ products or services. The goal of video marketing can range from increasing engagement on your business’ website and social media, educating current and prospective customers, and/or to raising awareness for your products or services.

What Are the Different Types of Online Video Marketing?

Digital video marketing can consist of several different types of videos, depending on your overall business and marketing goals. For instance, most videos will fall into one of the following categories:

Educational: These videos aim to educate viewers on a particular topic, service, or product relevant to your business. Video ideas include product demos, how-to guides, explainer videos, webinars, etc.

Branding: Branding videos promote your brand or business’ overall services, purpose, and mission statement to provide consumers with a general overview of what you have to offer. They can also include interview videos with staff, event coverage videos, and more to showcase what sets your business apart.

Sales: These videos are intended to persuade and incentivize consumers to choose your business. Common examples include case studies and client testimonials that highlight the value your business has provided for customers.

Why Use Video Marketing?

Whether you’re looking to measure video marketing’s appeal according to consumer preferences or business results, it’s a clear winner across the board.

Hubspot found that roughly 78% of people watch online videos every week and 54% watch videos every day. Plus, Google research shows that 6 out of 10 people would rather watch online videos than television -- making online video marketing a great way to reach everyday consumers.

When it comes to sales, Hubspot also found that 72% of customers prefer learning about a product or service via video, and nearly half (50%) of internet users look for videos related to a product or service before visiting a store in person.

Additionally, one study found that including a video on your business’ landing page can boost your conversion rate by up to 80%!

How to Get Started with Video Marketing

Now that you know the many benefits of including video marketing in your overall digital marketing strategy, you may be wondering how you can get started. We’ve got you covered with the following tips below!

Define Your Target Audience and Goals

As we mentioned earlier, most marketing videos fall into educational, branding, or sales categories. Before you choose which type of videos you want to start making, it’s crucial that you define your target audience and marketing goals.

For instance, if you’re looking to raise awareness for a particular product, an educational explainer or how-to video might be your best option. If you’d like to convert consumers to your business, a sales video such as a client case study or testimonial might be just what you need to show potential customers why they should choose you over the competition.

Want consumers to know your unique value proposition, mission statement, or get to know your staff? Branding videos are the perfect solution! You may also want to consider developing a video content calendar, especially as you begin to create a series of videos across different categories. This can help you stay organized and track your past, current, and future videos.

In addition to defining your marketing goals, you’ll also benefit from considering who your target audience is when creating your marketing videos. What are common interests, average age demographics, income levels, digital platform preferences, etc. among consumers looking for your products? Keeping this in mind will help you hone in on which types of videos make the most sense to create, and which platforms you should post them on.

Plus, don’t forget to include multicultural and Hispanic audiences in your digital marketing campaigns. As a rapidly growing population, you can’t afford to miss out on reaching them. Read our post about the importance of multicultural marketing , and get our best Hispanic marketing tips here to learn more!

Create Quality Online Video Content

Now that you’ve defined your target audience, marketing goals, and the types of videos you want to make, it’s time to dive into the video creation process.

You don’t need to be an expert film director to get started, but there are a couple of guidelines you should follow in order to create the best online marketing videos possible. For example, keeping the following questions in mind can give you a better idea of what you may need:

Do you have a high quality camera to record with?
Do you have the basics you need to get started, such as professional lighting, audio equipment, video editing software, and a professional backdrop for your videos?
Have you developed an outline or script for the topic you’ll be discussing?
Are you experienced with video editing and design to ensure polished and professional results?
Are you familiar with digital marketing strategies for promoting your videos across various digital platforms?

Once you’ve taken inventory of your equipment and prior experience, you can then get a better feel for what you still need to buy or improve upon before you embark on your video marketing journey.

If you want to get started sooner than later, you can also decide to outsource your video marketing campaigns and content creation. Which brings us to our next point...

Hire a Digital Marketing Agency to Get Started

As you can see, there’s a lot that goes into video marketing and digital marketing. Understandably, many brands and businesses prefer to get help from experienced digital marketing agencies, which can provide a number of benefits.

Not only can hiring a digital marketing agency save your business time, but it can also ensure that your video marketing campaigns get off to the right start. Expert digital marketing consultants can help you plan, execute, and track your video marketing analytics, as well as optimize your future campaigns according to key learnings and best practices.

If you want to know what to look for when it comes to choosing a digital marketing agency, feel free to check out our post here for more information. Plus, view our client success stories here !

What is the Future of Video Marketing?

Video marketing isn’t going away anytime soon, and it’s projected to continue rising in prominence due to increasing consumer demand, digital transformation, and the excellent results businesses have seen thanks to digital marketing.

In a 2020 Wyzowl survey , more than 99% of video marketers said they'll continue using video in 2021, and 96% plan to increase or maintain their spend thanks to the results they’ve received. The survey also found:

An overwhelming majority of people (94%) reported watching explainer videos to learn more about a product, with 84% saying they were swayed to make a purchase.
Eight out of ten people said they’ve been convinced to buy an app or piece of software after watching a video.
46% of marketers used webinars in 2019, but in 2021, this number rose to 62%.
Of respondents who said they didn’t currently use video, 69% said they expect to start in 2021.

Lastly, if you’re wondering which platforms to advertise on, look to YouTube and Facebook -- the most widely used platforms among video marketers at 89% and 70%, respectively.

Get Started With Digital Marketing

Interested in getting started? Feel free to contact one of our expert digital marketing consultants or find a location near you .

General questions or comments? We’d love to hear from you -- contact us here . No question is too big or small!

A Definitive Guide to CTV/OTT Ads

Thu, 01 Apr 2021 15:03:26 GMT

It’s no secret that CTV/OTT ads are an excellent way to reach growing online video audiences as they watch their favorite content. In 2020, 78% of U.S. consumers subscribed to a video on demand service -- an increase of more than 25% in only four years. Keep reading to learn the ins and outs of CTV/OTT ads and how they can help you grow your business.

In this post, we’ll be answering common CTV/OTT marketing question such as:

What’s the Difference Between CTV vs. OTT?
How do CTV/OTT Ads Work?
What are the Different CTV/OTT Ad Types?
Why Should You Use CTV/OTT Ads?
What are the Benefits of Using CTV/OTT Ads?
What is the Future of CTV/OTT Ads?

Questions or comments? Feel free to contact us here !

What’s the Difference Between CTV vs. OTT?

CTV stands for “Connected TV,” as in being “connected” to the internet. While today’s Smart TVs include internet connectivity and the ability to stream content via apps, Connected TV also includes Roku, Amazon Fire Stick, Apple TV, and PlayStation devices that allow for internet connectivity on TVs.

OTT stands for “over the top” to refer to the content that can be streamed over the internet from devices such as Connected TVs, smartphones, and tablets. For example, your favorite shows on Hulu, Amazon Prime Video, Disney Plus, etc. are all examples of OTT content.

Additionally, you may have also seen or heard of AVOD and SVOD. AVOD is an acronym for “ad based video on demand," while SVOD means “subscription video on demand.”

The key difference here is that users are able to watch AVOD content for free in exchange for watching ads (like free YouTube content), whereas SVOD users pay a subscription fee to watch content in addition to also watching ads (such as Hulu’s subscription video package including ads for a lower subscription fee).

How do CTV Ads Work?

CTV ads work similarly to other online video ads. Thanks to digital marketing’s ability to target specific audiences, CTV ads have the benefit of being able to reach your desired audience at the right time and place.

By reaching your audience across their favorite online video content, your business can leave a lasting impression. To ensure you’re making the most of your digital advertising budget, CTV/OTT ads can target and retarget users by device, time of day/week, location, demographics, behavior, and more according to your business goals.

These ads are measured by metrics such as:

Impressions: The number of people who received your ad.

Video completion rate (VCR): The percentage of people who watched your ad to completion.

View through visits: The percentage of people who watched your ad and later completed an action on your website (measured via pixel implementation).

Conversions/engagement: The percentage of people who engaged with your ad and/or became customers. This can be measured by implementing a pixel to track viewer actions.

CTV/OTT Ad Types

There are three main ad types within Connected TV, which include:

In-stream video ads: Unskippable ads ranging from 15-30 seconds. These ads can play either before or during OTT programs. In-stream ads are quick and budget friendly ways to create or repurpose your business’ existing broadcast ads for Connected TV.

Interactive Pre-Roll ads: These ads are similar to in-stream ads, but also give viewers the option to click through to a landing page for your business. For instance, if you own an auto dealership, this ad could direct viewers to a landing page where they could schedule an appointment to view a promoted vehicle in person.

Home Screen ads: These ads are located at the home screen. They most often feature an image or short video, and typically include a call to action for viewers, such as a “learn more” button.

Why Should You Use CTV Ads?

A November 2020 poll from the Interactive Advertising Bureau (IAB) found that 60% of U.S. advertisers planned to shift ad dollars from linear TV to either CTV or OTT in 2021.

Why exactly are businesses and marketers alike betting on CTV marketing? Let’s take a look below!

What are the Benefits of Using CTV/OTT Ads?

Precise Targeting

As we mentioned earlier, CTV/OTT ads can target and retarget users according to specific criteria that aligns with your marketing and business goals. With the ability to target by device, time of day/week, location, demographics, behavior, and more, you can ensure that you’re honing in on the exact consumers you want to reach.

This is not only helpful for targeting users once, but also for retargeting them. For instance, if a user has shown interest in your business or businesses similar to yours, you can make sure you reach them again to stay top of mind and increase their likelihood of choosing your business.

Reach Growing Hispanic Audiences

U.S. Hispanics are avid tech users -- in almost every instance, Hispanics over-index when it comes to ownership of tech devices. Two-thirds of Hispanics own an enabled Smart TV, making them 25% more likely than the total US population to own one. That being said, if you’re running CTV ads, reaching Hispanic audiences is a must!

Given that Latino audiences over-index when it comes to Smart TV ownership, it comes as no surprise that this group’s video streaming penetration is above-average compared to the general U.S. population. Nielsen reports that in 2020, roughly 78% of Hispanic households have at least one video streaming service, compared to 74% of total US households.

The pandemic without a doubt accelerated the amount of time people were spending on streaming services -- and this rings especially true for Latinos. Seven in 10 reported that they have increased the amount of time spent watching movies or shows using a streaming service, compared to only 55% of non-Hispanics who reported doing the same.

If you aren’t already using Hispanic digital marketing to grow your business, the time is now. Thanks to advanced targeting, you can also specify language preferences for maximum resonance and impact within the Latino community.

Learn more by checking out our post about the benefits of using online streaming ads to connect with influential Latino audiences , and get our free eBook to find out more about the best ways to reach them.

Cost-Effective

Another reason CTV marketing has become a favorite in recent years is thanks to its cost-effectiveness. Traditional TV ads can be pricey, and they don’t necessarily guarantee that your business will reach its target audience.

For example, your business might run an ad across TV programming that might align with your specific product or service, in hopes that viewers of that program would be inclined to learn more about your business. However, thanks to CTV’s targeting abilities, your business can get much more specific and guarantee that you reach the right audiences who are more likely to engage.

Additionally, viewers tend to tune in to OTT content for new releases and other exciting program updates, where group viewing is common. This means that your CTV ads are more likely to get in front of more viewers at once -- which can lower your overall cost per impression.

Live Metrics

CTV marketing can allow you to view your metrics and optimize accordingly in real-time, unlike traditional TV ads that adopt a “set it and forget it” approach.

Thanks to metrics such as conversions, impressions, video completion rates, and more, CTV marketing allows marketers to gauge their ad’s live performance and optimize -- which can provide better campaign results and have the added bonus of maximizing the campaign’s overall return on investment.

Speaking of metrics, view first hand examples of digital marketing done right by checking out our client success stories here .

Engaged Audiences

Ads on Connected TV often air during peak programming, since viewers often turn to their Connected TVs during new show releases, season finales, live major sporting events, concert live streams, and more.

Placements during these moments can get your business in front of highly engaged audiences to make a lasting impact and have a higher chance of conversions.

Smart TV viewers, especially across prime programming, also have more of a say in how they interact with the ads they receive thanks to the option to choose the ads they watch. This can result in higher engagement, better brand trust, and overall more positive ad experiences -- making it a win-win situation for everyone involved.

More Ad Type Options

CTV/OTT ads give your business more options when it comes to the ads you show consumers, which can more closely align with your business goals.

Want to raise awareness for your products or services? In-stream ads are a quick and effective way to do so. Looking to drive more engagement and conversions? Interactive pre-roll ads could be your best bet.

While traditional TV commercials have their benefits too, CTV marketing gives you the ability to get specific with your ads and target audience to supercharge your immediate business goals with creative and engaging ad formats.

What is the Future of CTV?

eMarketer forecasts that CTV’s future is bright -- estimating that U.S. CTV ad spending will reach $18.29 billion by 2024, more than double the amount spent in 2020.

While CTV advertising got a major boost as consumers tuned in during the pandemic, traditional TV upfront spending was down between 15% and 20% according to Variety. This happened due to unpredictable sports programming, prolonged production shutdowns, and uncertainty about traditional TV spending amid the pandemic.

Aside from ad spending, consumers are also getting more comfortable with CTV. In 2021, it’s estimated that U.S. adults will watch an average of 140 minutes of digital video per day, up from 133 minutes in 2020.

Plus, by the end of 2022, U.S. adults are projected to watch digital video for an average of 145 minutes per day!

How to Get Started With Digital Marketing

Want to get started with CTV/OTT ads or learn more about how you can grow your business with digital marketing? Feel free to contact one of our expert digital marketing consultants or find a location near you .

Not sure how to choose the best digital marketing agency for your business? We’ve got you covered with our guide .

No question is too big or small -- contact us anytime , we’d love to hear from you!

How to Build Better Email Marketing Campaigns

Thu, 25 Mar 2021 17:12:55 GMT

It’s currently estimated that over 4 in 5 individuals in the U.S. will use email at least once per month in 2021. If you’re looking for a cost-effective way to reach the majority of consumers, email marketing is the way to go. Given email’s popularity, being prepared with a comprehensive digital marketing strategy can set your email marketing campaigns apart from the competition. Keep reading for our top tips to take your campaigns to the next level!

In this article, we’ll be going over how to:

Use the Right Data to Build Out Your Target Audience Email List
Reach Your Target Audience at the Right Time
Optimize Your Email Marketing Efforts
Refine Your Email Marketing Design
Engage Your Audience with Compelling Subject Lines and Copy
Get Inspired by Successful Email Marketing Campaigns

Questions or comments? Feel free to contact us !

Use the Right Data to Build Out Your Target Audience Email List

A great email marketing campaign can only go so far unless it has an equally great email list to match. To ensure that your email list is up to par, it’s important to regularly update your database with the latest information pertaining to your customers and prospects.

To take your list to the next level, consider partnering with a digital marketing agency that can help you pull data pertaining to your target audience to make sure that your list is made up of relevant, quality prospects.

For instance, if you’re an auto dealership promoting a new SUV model, you could specifically reach out to consumers who are in-market to purchase an SUV. Or, if you own a home improvement store or work in real estate, you could target Latino audiences who over-index when it comes to these categories.

Check out the chart below for more info, or read our post about the benefits of connecting with Latinos via Hispanic digital marketing.

Plus, learn more about how we use our audience data here !

Reach Your Target Audience at the Right Time

Reaching your target audience is just the first step. Next, you will also want to consider the appropriate time to reach them. While practically everyone has email, knowing email marketing best practices can help you get a leg up on the competition when it comes to your campaign’s engagement.

Depending on your objective, it may make more sense for your business message to arrive in your potential customers’ inbox bright and early -- or later in the day. Speaking of your objective, what do you aim to accomplish with your email campaign? Is it gaining new customers? Establishing brand awareness and trust? Maintaining customer loyalty?

These factors will all play a role in the type of messages you’ll want to send your email lists, ranging from promotional emails, informational newsletters, reminders, customer surveys, and more.

With the proper email marketing software and/or digital marketing team by your side, you can track your progress to gain further customer insights and optimize accordingly for the best results possible.

Optimize Your Email Marketing Efforts

Knowing the right metrics and optimization strategies to look for is crucial to taking your email marketing campaigns up a notch. For instance, it’s great if your email marketing campaign received a high open rate, but did your recipients actually take the time to read your email’s content or click through to any of the links provided?

These days, people don’t just open emails on their desktop -- roughly 46% of all email opens occurred on mobile in 2020. With a higher number of emails being opened on mobile devices, optimizing your email marketing campaigns across all devices is essential.

Take a look below to see an example of a marketing email optimized for mobile done the right way. Huckberry, a company that specializes in active gear, sent a promotional email that was both visually captivating and easy to scroll through featuring high quality images and a mobile optimized design.

This specific email highlights their new “Waxed Trucker Jacket” product and provides a simple yet interesting description that paints a picture for the reader. Plus, the dark text contrasts the white background, making it both easy to read and aesthetically pleasing.

A s you can see, emails optimized across devices can make a positive impression and result in better email marketing campaigns. However, unappealing or ineffective mobile design layouts can turn potential customers away and start off on the wrong foot. Which brings us to our next point...

Refine Your Email Marketing Design

The average office worker receives about 121 emails a day -- that’s a lot of information to sift through! While it may be tempting to create flashy email templates to compete for their attention, this strategy often has the opposite effect by adding to the noise and getting lost in the mix.

Working with a graphic design team to streamline your email marketing design can go a long way in making your email campaigns more engaging, effective, and professional -- and help your business stand out from the crowd.

Plus, consumers will appreciate the refreshingly simple, aesthetically pleasing design which can add to their overall user experience and make them more likely to support your business.

Curious about the email marketing services we have to offer? Click for more info .

Engage Your Audience with Compelling Subject Lines and Copy

Along with design, copy is another one of the important creative elements that plays a role in successful email marketing campaigns. With consumers receiving so many emails, emails with the catchiest subject lines and calls to action will stand a much better chance of being opened.

Working with expert copywriting teams at a digital marketing agency can be a great way to ensure your email marketing campaigns are in good hands. By understanding your offerings and objectives, they can assist in writing copy that will encourage consumers to take action -- every word counts!

When it comes to the content itself, try not to over complicate things. Put yourself in your reader’s shoes. Short and sweet copy is easier on the reader, and being mindful of their motivations to purchase can make them that much more likely to buy.

For instance, McDonald’s didn’t become a household name just by selling burgers -- there were already plenty of burger shops around. They were able to distinguish themselves from the competition by providing more convenience and evoking positive emotions for their customers.

By thinking of what would motivate consumers to buy your specific product or service and remembering your unique selling proposition, you can then create better digital marketing campaigns around what makes your business stand out.

Get Inspired by Successful Email Marketing Campaigns

Chances are, you receive promotional emails on a regular basis. To see examples, both good and bad, getting inspiration can be as simple as taking a trip to your email inbox. As you look through emails, you might start picking up on common themes to see what works well and what falls flat.

Plus, feel free to take a look at our success stories to see the range of services we offer and the success stories we’ve had using a variety of digital marketing strategies for our clients.

Want even more inspiration? We’ve got you covered -- below are more example emails for additional pointers!

This email from eyeglasses retailer Warby Parker is simple, yet effective. It’s helpful for the reader in that it reminds them that their glasses prescription will be expiring soon, and it conveniently lists links to their site to shop for a new pair of glasses.

Trulia is an online real estate marketplace. Their informational email newsletter provides relevant information and links to articles that home buyers and those thinking about buying a home may find helpful throughout the home buying process.

Emails sent to check in on existing customers can also be a great way to build a successful email marketing campaign. By encouraging consumers to reach out with any questions or learn about updates, businesses can nurture customer loyalty to let them know they’re available to help. Check out this example from RCN, an internet service provider that wanted to remind their customers about safety during stormy weather.

Hire a Digital Marketing Agency to Get Started

The world of email marketing can be daunting -- but it shouldn’t have to be. Consider hiring a digital marketing agency to eliminate the guesswork and elevate your digital marketing campaigns.

If you’re not sure what to look for, check out our article to learn how to pick the best digital marketing agency for your business . (LINK)

Feel free to contact our expert digital marketing consultants or find a location near you to discover how to get started. No matter where you’re at in your digital marketing journey, we’re here to help.

General questions or comments? We’d be happy to hear from you -- contact us here !

Are You Making These 10 Digital Marketing Mistakes?

Thu, 18 Mar 2021 15:00:02 GMT

There’s a lot that goes into a successful digital marketing strategy -- and a lot that can go wrong if you don’t know the ins and outs of creating robust digital marketing campaigns. Find out if you’ve been making any of these 10 common digital marketing mistakes below… and learn how you can fix them!

In this post, we’ll be covering the following topics:

1. Not Reaching the Right Target Audience
2. Not Connecting With Consumers on the Right Digital Marketing Platforms
3. Not Retargeting Your Target Audience
4. Not Continuously Optimizing Your Digital Marketing Campaigns
5. Not Having a Multicultural Marketing Plan in Place
6. Not Developing Compelling Creative Messaging in Your Digital Marketing Campaigns
7. Not Keeping an Eye Out on Your Competitors
8. Not Being Active on Social Media
9. Not Crafting a Cohesive Online Presence and Brand
10. Not Hiring a Digital Marketing Agency to Help you Get Started

Questions or comments? Contact us here !

1. Not Reaching the Right Target Audience

You could craft the best digital marketing campaign possible, but if it isn’t delivered to the right audience, it could be a huge wasted opportunity. Plus, if you’re not targeting specific audiences who fit specific products or services that you offer, you could also be wasting your ad dollars by minimizing your possible return on investment.

By getting specific and honing in on potential customers who are more likely to to buy your products or services, you can ensure that you stand a better chance at not only converting consumers, but also maximizing your advertising investment by making sure that every dollar is going toward consumers who are likely to be interested in what your business has to offer.

Data plays a big role in being able to target the right consumers, to learn more about how we do it, check out our data model here !

2. Not Connecting With Consumers on the Right Digital Marketing Platforms

Reaching consumers on the right digital marketing platforms goes hand in hand with reaching your target audience. Once you know who your target audience is, you can better understand which digital platforms they frequent in order to catch their attention at the right time and place.

Factors such as age, income, interests, etc. can all play a role in determining which platforms your target audience is most likely to use and enjoy. This is especially important when it comes to generational differences in how and where members of various age groups prefer to be reached via digital advertising.

For example, while there is no one size fits all answer, generally, younger generations may prefer social media advertising on their cellphones, and older generations may prefer to be reached across their favorite news sites. The better you know your target audience, the easier it will be to determine where you should be focused on reaching them!

3. Not Retargeting Your Target Audience

Targeting the right audience across the platforms that make the most sense for them and their online habits are essential components of successful digital marketing campaigns. Did you know that you could still be missing out on converting potential customers if you aren’t taking the extra step to retarget them?

Recent findings have shown that ads are 3X more likely to be clicked by retargeted customers than new ones, and using retargeting in addition to other types of advertising tools increases chances for sales by 50%.

It can take seeing an ad several times for users to be more inclined to take action. By retargeting interested users, your business can leave a lasting impression and increase its chances of gaining new customers -- and retaining current ones.

4. Not Continuously Optimizing Your Digital Marketing Campaigns

If you’re using a “set it and forget it” approach when it comes to your digital marketing campaign, you’re doing your business and overall digital marketing strategy a major disservice. By optimizing your campaign according to what’s working and what isn’t working, you can cut down your costs on digital platforms that haven’t proven to be as effective and/or allocate that money to the platforms that have given you the best results.

By monitoring your marketing campaign’s performance each month and adjusting accordingly, your business can sharpen its digital marketing strategy in addition to saving money in the process -- it’s a win-win.

Want to see some concrete examples of successful digital marketing campaigns ? Check out our success stories to see how we’ve helped clients grow their businesses thanks to the power of optimization!

5. Not Having a Multicultural Marketing Plan in Place

Reaching multicultural audiences with the same messaging and general market strategy as your other marketing campaigns is a missed opportunity. Taking the time to make consumers of all backgrounds feel included and reflected in online advertising pays off -- take a look at the results from a recent survey conducted by Facebook :

54% of those surveyed said they do not feel fully culturally represented in online advertising.
When brands do address representation, it can help drive purchases and loyalty -- some 59% of consumers polled said they are more loyal to brands that stand for diversity and inclusion in online advertising, and 59% also said they prefer to buy from brands that stand for diversity and inclusion in online advertising.
71% expect brands to promote diversity and inclusion in their online advertising.
Online campaigns with more diverse representation tend to have higher ad recall compared with campaigns featuring a single traditional representation. In more than 90% of simulations, diverse representation was the winning strategy for ad recall lift.

Learn more about how to create diverse and inclusive marketing campaigns here , and consider hiring a multicultural marketing agency to get started. Be sure to check out our post about how to choose the best Hispanic marketing agency for your business for more information!

Want to grow your Hispanic marketing knowledge and grow your business? For a free Intro to Hispanic Digital Marketing eBook, click here!

6. Not Developing Compelling Creative Messaging in Your Digital Marketing Campaigns

Boring marketing campaigns don’t get results -- with so many brands and businesses to choose from, not developing effective creative business messaging for your digital marketing campaigns can be a deciding factor in whether or not a consumer chooses you over the competition.

What sets your business apart from others in your area? Taking the time to understand your unique value proposition can differentiate your business from the rest to amplify your message. Check out more small business tips here , and be sure to see examples of creative messaging done right for some added inspiration.

7. Not Keeping an Eye Out on Your Competitors

Speaking of standing out, are you also keeping an eye out on what your competitors are doing? This can be a great (and free) way to gauge the gaps in your current digital marketing strategy and overall digital presence. It can also provide insights into what isn’t currently being done by your competitors -- so you can be the business that goes the extra mile to provide consumers with more value.

By simply researching competitors in your area and what their customers are saying via online reviews, you can start to see a clearer picture of what consumers are looking for, as well as areas your business is both excelling at and where you could use room for improvement.

8. Not Being Active on Social Media

It goes without saying that social media is here to stay. If your business isn’t on social media, you’re missing out on the action. While some brands and businesses may better lend themselves to an extensive social media presence, all businesses can benefit from the basics of social media.

For example, when creating social media pages, whether it’s on Facebook, Instagram, YouTube, LinkedIn, etc., make sure to include the following to keep consumers in the loop:

Business Contact Information: Phone Number and Email
Updated Business Hours
Store Updates
Current Sales/Promotions
Employee Spotlights

Keeping your contact information, business hours, and store updates up to date gives consumers the resources to readily contact your business for more information. Plus, current sales and promotions can entice potential customers, and employee spotlights can help put faces to the name of your business to show the human side of your business.

9. Not Crafting a Cohesive Online Presence and Brand

Along with being active on social media, keeping your business’ website up to date is vital when it comes to first impressions of your business. Plus, given the boom in online shopping and ecommerce since the start of the pandemic, your business’ online presence is truly make or break.

A recent survey showed that deal breakers include a website or app that looks sketchy or unsafe, slow page load speeds, low quality images, lack of reviews, etc. On that note, making sure to keep your web design clean and easy to navigate is essential, and including and/or responding to reviews online can also help build brand awareness and credibility .

Not sure how to develop or refine your current online presence and branding? That brings us to our next point...

10. Not Hiring a Digital Marketing Agency to Help you Get Started

Running a business of your own takes a lot of time and hard work. Why make it harder on yourself by trying to tackle your entire digital marketing strategy and campaigns on your own too?

Unfortunately, many businesses run into issues or costly mistakes by going it alone. By hiring experts who can help you each step of the way, no matter where you’re currently at in your digital marketing journey, you can rest assured that your digital marketing campaigns are in good hands.

Digital marketing experts can help you with a wide range of marketing objectives, whether it’s building your online presence, increasing engagement for your brand, or converting potential customers. To learn more about us and the services we offer, head over to our services page for more information.

How to Get Started with Digital Marketing

Ready to get started or improve upon your current digital marketing strategy? Feel free to contact one of our expert digital marketing consultants for more information, or find a location near you to get started .

Other questions or comments ? No question is too big or small -- we look forward to hearing from you!

Are Your Digital Marketing Campaigns Diverse and Inclusive?

Thu, 11 Mar 2021 16:00:02 GMT

Diversity and inclusion aren’t just the latest corporate buzzwords -- they’re topics that matter to consumers and they’re here to stay. Chances are, even if your business has good intentions, your digital marketing campaigns could use some improvement when it comes to their diversity and inclusivity. Keep reading to discover what makes for successful diverse and inclusive digital marketing campaigns, as well as our top tips for improving.

Here’s an overview of what we’ll be covering in this article:

What Exactly Does Diversity and Inclusion Mean?
Why Create Diverse and Inclusive Digital Marketing Campaigns?
How to Make your Digital Marketing Campaigns More Inclusive
Develop a Multicultural Marketing Strategy
Reach Growing Hispanic Audiences With Hispanic Marketing
Partner with a Digital Marketing Agency that Specializes in Multicultural and Hispanic Marketing
How to Get Started with Diverse and Inclusive Digital Marketing Campaigns

Questions or comments? Contact us here !

What Exactly Does Diversity and Inclusion Mean?

Diversity and inclusion are terms that may sound straightforward -- meaning to be diverse and inclusive -- but many brands and businesses struggle with actually creating digital ads that can successfully execute these concepts.

Aside from featuring and catering to diverse audiences in ads, diversity and inclusion initiatives go a step further by ensuring that diverse audiences are represented accurately and without stereotypes, with the overall goal being to make audiences feel understood and included. In addition to ethnicity, diverse and inclusive ads can also span across gender, sexual orientation, and reaching those with disabilities.

For a more in depth look, visit our post about the importance of multicultural marketing to see why diversity and inclusion initiatives are increasingly important when reaching multicultural audiences.

Why Create Diverse and Inclusive Digital Marketing Campaigns?

Aside from the fact that diverse and inclusive digital marketing campaigns are a step in the right direction for your business to welcome and include audiences of all backgrounds, diverse and inclusive campaigns are increasingly sought after by consumers -- and the results are in.

In a recent survey conducted by Facebook for Business , 54% of participants said that they do not feel fully culturally represented in online advertising -- and members of diverse communities are the most impacted. For example, of those surveyed, Latino and Black Americans are 1.8 times more likely to say they see negative stereotypical representation in online ads.

As a result of not feeling accurately or fairly represented, diverse and inclusive ads are in demand and quickly becoming the new standard when consumers evaluate their options. The same survey found that when brands do address representation, it has a multitude of positive effects, including helping to drive purchases and brand loyalty.

Over half (59%) of consumers polled said they are more loyal to brands that stand for diversity and inclusion in their online advertising, and 59% also said that they prefer to make purchases from brands that stand for diversity and inclusion in their online advertising campaigns.

How to Make your Digital Marketing Campaigns More Inclusive

While a cohesive diverse and inclusive digital marketing presence won’t happen overnight, below are several ways you can get started on your business’ journey to getting there. From developing a multicultural marketing strategy to partnering with experts who can help you every step of the way, check out the options below!

Develop a Multicultural Marketing Strategy

If you’re running or planning on running digital marketing campaigns, reaching multicultural audiences is a no-brainer. As avid digital users and adopters of the latest technology, connecting with multicultural audiences across their favorite platforms is key.

Determining how, when, and where to reach them online are great ways to begin formulating a multicultural marketing strategy. Tried and true methods on social media include YouTube, Facebook, and Instagram ads -- but did you know that multicultural consumers also spend plenty of time listening to digital audio and watching content on their Connected TV devices?

According to a recent Nielsen Podcasting Report, podcast listeners are now more diverse than ever before. Currently, 41% of listeners tuning in to podcasts are non-white -- making podcast listener audiences more diverse than the overall U.S. population!

Interested in learning more? Be sure to check out our posts about diverse digital audio and online video streaming audiences for the latest insights on how to reach them effectively.

Reach Growing Hispanic Audiences With Hispanic Marketing

If you’re in the United States, chances are that your community has a large and/or growing Latino population. Roughly 1 in 5 people in the U.S. are Latino, and U.S. Hispanic consumers control a total of $1.5 trillion in buying power -- a 212% increase in this decade alone. You can’t afford to miss out on connecting with this influential audience!

Research from Marketing Charts reveals that 62% of consumers feel like a brand’s diversity (or lack of diversity) has had a direct impact on how they perceive a brand’s products and services -- and Hispanic respondents (40%) in particular have quit a brand that has not represented them in their advertising.

As active digital users who spend plenty of time across digital platforms, they’re an ideal audience for your business’ digital marketing campaigns. Check out these Hispanic digital use statistics from eMarketer below:

Hispanic adults average 4 hours (4:00) per day on app/web smartphone usage, which is 14 minutes more than the average (3:46) for the total adult population.
Hispanics over index compared to the total population as smart speaker owners, at 35% vs. 30%.
77.7% of Hispanics will be digital video viewers in 2021, topping the 74.2% figure for the total population.
64% reported watching digital/streaming video daily, compared to 43.7% of total respondents.
YouTube is a major component of Hispanics’ digital video viewing. It’s estimated that 69.2% of Hispanics will be YouTube viewers in 2021, vs. 65.2% of the total population.
In a July Morning Consult survey, 78% of Hispanic adults ( compared to 66% of total adults) identified themselves as YouTube users.

As we mentioned earlier, authentically connecting diverse audiences is more complex than simply reaching out to them with generic messaging. For instance, how do you plan on addressing them ? Do you know the best creative messaging to use for their specific age group and level of acculturation ? Do you actually understand the nuances of their culture and heritage?

Read our post here to learn about popular misconceptions people have about Latino audiences to ensure you avoid common pitfalls.

Plus, learn more about the top digital marketing and Hispanic marketing terminology by downloading our free Intro to Hispanic Digital Marketing eBook !

Partner with a Digital Marketing Agency that Specializes in Multicultural and Hispanic Marketing

It’s no secret that a lot goes into executing successful digital marketing campaigns that meaningfully connect with diverse audiences. If you want to prevent costly marketing mistakes and get it right the first time, opting to partner with an experienced digital marketing agency that specializes in multicultural marketing is the way to go.

By hiring expert digital marketing consultants who understand the cultural nuances and most effective ways of reaching your target audiences, you can ensure that your multicultural marketing campaigns are in good hands.

Head over to our post about how to choose the perfect Hispanic marketing agency for your local business to gauge which criteria you should use to select the best digital marketing agency for you and your business goals!

How to Get Started with Diverse and Inclusive Digital Marketing Campaigns

Interested in getting started or want to level up your current digital marketing campaigns? Feel free to contact our digital marketing experts or find a location near you to learn how we can help you grow your business through our innovative digital solutions and creative marketing strategies .

Check out our services to see how we do it, and visit our success stories page to see examples of successful Hispanic digital marketing campaigns in action.

General questions or comments? We’d love to hear from you -- contact us here !

10 Tips for Better Digital Marketing Results in 2021

Thu, 04 Mar 2021 16:00:06 GMT

There’s a lot that goes into digital marketing -- and even more that goes into successful digital marketing campaigns. Keep reading to learn our top 10 tips for getting better digital marketing results in 2021, you’ll thank yourself for it!

In this post, we’ll be covering the following tips:

1. Follow the Latest Digital Marketing Trends
2. Choose the Right Digital Mediums for Your Business’ Objectives
3. Utilize Top-Performing Digital Platforms to Maximize Your Marketing Campaign Results
4. Leverage Targeting Capabilities to Reach the Right Audiences and Receive a Greater ROI
5. Expand Your Reach with Multi Platform Digital Marketing Campaigns
6. Optimize, Optimize, Optimize!
7. Consider Multicultural Marketing to Connect with Multicultural Consumers
8. Continually Refresh Your Online Presence to Ensure Your Digital Marketing Strategy is Cohesive
9. Establish Trust by Communicating with Customers Online
10. Partner with a Digital Marketing Agency to Ensure Your Campaigns Are in Good Hands

Questions or comments before we get started? Feel free to contact us here !

1. Follow the Latest Digital Marketing Trends and Consumer Insights

Digital marketing is constantly evolving. By keeping up to date with the latest digital marketing trends and consumer insights, you can stay ahead of the curve by knowing what to expect from digital marketing platforms and consumers alike.

Checking industry websites periodically is a great way to learn more about the newest innovations in digital marketing, as well as discovering relevant research around what consumers are actively looking for from brands and businesses.

Find out more about the trends to look out for by reading our recent posts:

2. Choose the Right Digital Mediums for Your Business’ Objectives

If you’re already using digital marketing or thinking about using it to grow your business, that’s a great start! However, you need to make sure you’re using the right platforms, since certain platforms might make more sense for your business than others depending on your objectives.

For instance, are you looking to increase awareness for your business? Display ads, email marketing, and geofencing would be great options thanks to being visually impactful and timely. Looking to engage your audience of potential customers? Social media advertising including branded content, social media posts, YouTube Ads, and Facebook Ads would be excellent choices.

If your aim is to convert consumers who are already in the market and searching for products or services like yours, search e ngine marketing (SEM) is the way to go.

Check out our services page to learn more, or head over to our success stories (LINK) to see how we’ve helped clients get big results from tailoring their digital marketing strategies to their overall business goals.

3. Utilize Top-Performing Digital Platforms to Maximize Your Marketing Campaign Results

As mentioned earlier, staying on top of the latest trends and using platforms that make the most sense for your business is crucial for maximizing your digital marketing campaign results.

B y staying on top of trends, you can narrow down your options to use the platforms that not only make the most sense for your goals, but that also are seeing the best performance results at the time.

Being in the know when it comes to consumer insights is also crucial for this reason, since some platforms may make sense for your business objectives, but might not be as popular among consumers who make up your target market.

Generally, you can’t go wrong by advertising across top sites like Google, YouTube, Facebook, and Instagram!

W hich brings us to our next point…

4. Leverage Targeting Capabilities to Reach the Right Audiences and Receive a Greater ROI

Knowing who your target audience is and being aware of the best platforms to reach them on is vital to any successful digital marketing campaign. Unlike traditional marketing methods, the ability to target specific consumers is arguably digital marketing’s biggest advantage.

By reaching the right people at the right time, you can rest assured that your marketing spend is being utilized as effectively and efficiently as possible. For instance, if you own an auto dealership, you would want to reach consumers who are actively in the market for their next vehicle. Thanks to digital marketing targeting capabilities, your business could specifically show ads to these consumers.

Have a specific vehicle in mind? You can even narrow your target audience down to the consumers who would be most interested. If you have an SUV vehicle model you’re wanting to promote, you could reach auto intenders based on if they have children, what their household income is, their interests, and more.

This is just one example, and most businesses can benefit from the targeting capabilities that digital marketing services have to offer.

5. Expand Your Reach with Multi Platform Digital Marketing Campaigns

Running multi platform marketing campaigns can be a great way to form a long term marketing strategy while also expanding your business’ reach.

By reaching consumers from multiple touch points, and being able to retarget interested potential customers across several platforms, multi platform campaigns bring your business to the forefront.

Plus, by running your ads across multiple platforms, you can then gain additional insights as to which platforms deliver the best results for your business.

6. Optimize, Optimize, Optimize!

Optimizing your marketing campaigns over time plays a crucial role in getting the business results you’re looking for. Essentially, optimizing your campaigns means setting them up for success by seeing what works and what doesn’t -- and adjusting accordingly.

For instance, a digital marketing campaign might have major results from social media marketing across Facebook and Instagram in one month, but might not see as strong of results on other platforms that same month.

In order to optimize for the next month, it would be wise to continue with the successful social media platforms and/or increase the social media marketing budget, while reallocating some of the budget away from the platforms that did not perform as well.

Over time, businesses can see dramatic results from paying close attention to what works best for their goals and taking the time to optimize and strategize ongoingly.

7. Consider Multicultural Marketing to Connect with Multicultural Consumers

Many businesses make the mistake of failing to reach multicultural consumers by thinking that their general market strategy will be up to par. However, they couldn’t be more wrong!

Currently, multicultural consumers represent almost half (40%) of the total population, yet Multicultural Media investments comprise only 5.2% of total advertising and marketing spend. With so many brands and businesses neglecting to make an effort to connect with them, businesses who do take the extra step can tap into reaching these audiences and reap the rewards.

The ANA’s AIMM Cultural Insights Impact Measure found that consumers who perceive ads as “culturally relevant” are a staggering 2.6 times more likely to find the brand relevant to them, and are 2.7 times more likely to purchase a brand for the first time. Plus, these consumers are 50% more likely to repurchase a brand they have bought in the past.

Learn more about multicultural marketing and the importance of Hispanic marketing in today’s day and age by checking out our post here .

8. Continually Refresh Your Online Presence to Ensure Your Digital Marketing Strategy is Cohesive

Having a digital marketing plan in place is an excellent start -- but not keeping your overall online presence up to par can be a red flag for potential customers. If you have a great digital marketing campaign, but it leads consumers to an outdated website or loads of negative online reviews, they’re most likely going to be reluctant and confused.

In fact, 6 in 10 (59%) survey respondents said an e-commerce website or app that looks sketchy or unsafe is “very annoying” or a “deal-breaker,” -- making it a priority to have an easy to use website that delivers a seamless user experience.

Not only will your website look better, but your business results will be better for it too!

9 . Establish Trust by Communicating with Customers Online

In addition to updating your website, checking up and responding to Google and Yelp reviews can be a key component of how customers and potential customers view your business.

According to consumers, businesses that respond to reviews are seen as 1.7X more trustworthy than businesses that don't, so it’s worth taking the time to respond to these reviews -- whether they’re good or bad -- to put consumers at ease.

According to Google Small Business, responding to good reviews can be as simple as saying thank you. However, when responding to negative reviews, it can be helpful to keep the following tips in mind:

Respond in a timely manner -- customers will appreciate this.
Stay professional and courteous and remember not to take the review personally.
Understand your customer’s experience before responding. If someone mentions an issue with a product or service, try to see what may have gone wrong and be honest about mistakes made and the steps you’ve taken or plan to take to fix the situation.
Apologize when appropriate to show compassion for the customer.
Offer to talk it out. If this is the first you’re hearing of their complaint, invite them to discuss it via email or call so that you can try to sort out the matter.
Show that you’re authentic and genuine. Sign off using your name or initials to show you’re taking it seriously and that there’s a real person behind your business.

10. Partner with a Digital Marketing Agency to Ensure Your Campaigns Are in Good Hands

There’s a lot that goes into digital marketing, and even more that goes into it if you want to get it right for the best results possible. It can be risky to DIY and go it alone, which makes partnering with a digital marketing agency a great way to get started.

Not sure what to look for when picking a digital marketing agency? We’ve got you covered with our post that outlines everything you need to know about choosing an agency for your local business.

How to Get Started With Digital Marketing

Thinking about getting started or simply learning more? Feel free to contact one of our expert digital marketing consultants or find a location near you for more information.

Have a general question or comment? We’re happy to listen and answer those too. Contact us here -- we’d love to hear from you!

5 Reasons Your Business Needs to Be Running Multicultural Marketing Campaigns

Thu, 25 Feb 2021 16:00:05 GMT

The future is multicultural -- and you’re doing your business a major disservice by not having a strategic multicultural marketing plan in place. Continue reading to learn 5 key reasons your business needs to be using multicultural marketing campaigns as a part of your overall digital marketing strategy.

Here’s a recap of what we’ll be discussing:

1. Multicultural Audiences Are Rapidly Growing, Making Multicultural Marketing Campaigns a Valuable and Necessary Long Term Investment
2. Spending Power is Increasing Across Multicultural Audience Segments
3. Businesses With Culturally Relevant Multicultural Marketing Campaigns Get Better Business Results
4. The Future is Digital -- and Multicultural Groups Are Leading the Pack in Digital Use
5. Developing a Year-Round Multicultural Marketing Strategy Can Position Your Business Ahead of the Competition
How to Get Started with Multicultural Marketing

Questions or comments? Contact us !

1. Multicultural Audiences Are Rapidly Growing, Making Multicultural Marketing Campaigns a Valuable and Necessary Long Term Investment

Aside from making a positive impact by making a dedicated effort to reach multicultural audiences, multicultural marketing campaigns are good business. A report by the Association of National Advertisers Alliance for Inclusion and Multicultural Marketing shows that investing in multicultural marketing is a win-win for all parties involved.

Demographics are undeniably changing in the U.S. Check out the staggering statistics below to see why you need to be investing in reaching multicultural audiences:

Multicultural segments (all ethnic segments except White Non-Hispanics), currently make up 40% of the U.S. population.
While the White Non-Hispanic population declined by 55,000 in 2016 and is expected to continue this descending pattern, the Multicultural population is projected to increase by 2.3 million each year before becoming the majority in the next 25 years.
Diversity is increasing rapidly with each generation. According to Nielsen, of the 75 million millennials in America, 42% of them are Multicultural -- and the percentage is even higher among Generation Z.
Multicultural consumers skew younger and have a higher life expectancy, living longer than their White Non-Hispanic counterparts. Because of this, their lifetime value as consumers is higher than the White Non-Hispanic audience segment.

2. Spending Power is Increasing Across Multicultural Audience Segments

As multicultural audiences continue to grow in number, their buying power is growing along with them. This rings especially true for Hispanic, African American, and Asian American audiences. In 2018, U.S. Hispanic buying power surpassed $1.5 trillion, African American $1.2 trillion, and Asian American $1 trillion.

Of these groups, the two fastest U.S. buying power growth segments are Hispanics, whose buying power is growing almost twice as fast as White Non-Hispanics, and Asian Americans, whose buying power is growing roughly 2.2 times faster than White Non-Hispanics.

Spending power is increasing across the board for multicultural consumers, and certain categories have seen massive gains :

93% of the U.S. growth in home improvement, 76% of the growth in small business, 73% of the growth in smartphones bought, and 79% of luxury car purchase growth came from Hispanic consumers.
Hispanics over-index on food and groceries, clothing, auto insurance, and wireless services. African-Americans over-index on shoe purchases and wireless services, while Asian Americans over-index on dining out, public transportation use, housing, and education.
A Culture Marketing Council study reported that, “on average, a five-point shift in allocation from English media to Hispanic media would generate incremental growth rates of 3.3 to 8.9 points per year in CPG, financial and insurance, and automotive sector companies.”
100% of the growth in compact cars, minivans, and midsize SUVs came from African-American consumers.
100% of the U.S. growth in personal student loans and 61% of new investors in stock came from Asian American consumers.

3. Businesses With Culturally Relevant Multicultural Marketing Campaigns Get Better Business Results

Culturally Relevant Marketing Can Make Consumers More Likely to Choose Your Business

Multicultural consumers are paying attention to culturally relevant ads -- and noticing when businesses miss the mark. Including a dedicated multicultural marketing strategy can make all the difference, no matter which industry your business is a part of.

Despite multicultural consumers representing almost half (40%) of the total population, Multicultural Media investments comprise only 5.2% of total advertising and marketing revenues. With many brands and businesses failing to take the time to connect with multicultural consumers, audiences are hungry for diverse and culturally relevant ads.

Given the lack of representative ads, those who do take the time to reach out and connect with multicultural consumers can reap the rewards. The ANA’s AIMM Cultural Insights Impact Measure found that consumers who perceive ads as “culturally relevant” are a whopping 2.6 times more likely to find the brand relevant to them, and are 2.7 times more likely to purchase a brand for the first time. Plus, these consumers are 50% more likely to repurchase a brand they have bought in the past.

Check out our success stories to learn more and see the power of Hispanic digital marketing in action!

Consumers Aren’t Afraid to Cancel Culturally Illiterate Brands and Brands Who do Not Make an Effort

Since consumers are tired of not being included in ads from brands and businesses, they're also just as likely to quit or cancel brands that don't measure up.

More than half of people ages 13 to 49 have quit a culturally illiterate brand. What counts as culturally illiterate, you may ask? Brands and businesses that have culturally disrespect them or other racial/ethnic groups, or ignore those that do not speak to them at all, will make a point to quit these brands and actively seek out other options.

Meaningfully connecting with multicultural audiences provides better business results, and as more brands and businesses begin to catch on to this trend, the sooner you can get started with multicultural marketing, the better.

Learn more about how to pick the perfect multicultural marketing agency for your business by reading our post on the topic!

4. The Future is Digital -- and Multicultural Groups Are Leading the Pack in Digital Use

There’s no doubt that the past year has seen monumental gains in digital usage -- but did you know that multicultural audiences, specifically Hispanics, are leading the pack?

One area that has seen major growth in particular has been digital video (video streaming, YouTube, Connected TV, etc.). Of all groups, U.S. Hispanic audiences make up the highest number of video viewers , with the remaining multicultural groups following right behind.

To those in the Hispanic digital marketing space, this is not surprising, considering that U.S. Latinos have already been over indexing in digital video viewing in the past several years. Check out our post here for the full scoop on how to effectively reach Hispanic audiences via digital video streaming .

L ong story short, U.S. Latino audiences are spending lots of time on their digital devices across all platforms, while traditional advertising methods are becoming less popular. See the chart below for more info!

5. Developing a Year-Round Multicultural Marketing Strategy Can Position Your Business Ahead of the Competition

For multicultural marketing campaigns to be as effective as possible, they should be developed with a strategic year-round plan in mind. Consumers can easily tell when businesses treat them as a one-off -- especially if they’re only reaching them once a year.

As social issues continue to be at the forefront, the importance of genuine inclusivity has never been more crucial. For example, 2020 was a major year for the Black Lives Matter movement, with many brands and businesses speaking out about racial injustices as a result. Unfortunately, many of these businesses fell short when it came to following through and actually championing for diversity, inclusion, and positive change.

While some made empty promises, and ultimately were only looking to profit off of the publicity of the moment, brands that have succeeded in making a difference have kept the following tips in mind:

Don’t only reach out to multicultural consumers for a day or a month of the year -- it should be a year-long commitment. Go beyond Hispanic Heritage Month, Black History Month, and any other one-off celebrations to show you truly care. Read our post about Hispanic Heritage month for an in-depth look.
Center multicultural stories and perspectives. Yes, your goal is to grow your business, but this isn’t the time to make it only about you -- and consumers can tell when multicultural marketing isn’t being executed authentically.
Get it right the first time by calling upon multicultural marketing professionals . It can make all the difference in taking a nuanced and culturally relevant approach to your marketing strategy ( Learn how we do it)

How to Get Started with Multicultural Marketing

Ultimately, multicultural marketing is a necessity in today’s world. As the U.S. becomes increasingly multicultural and as multicultural audiences continue to make strides, connecting with them now is an essential component of a solid long term marketing strategy.

Interested in getting started, or simply want to learn more? Feel free to contact us or find a location near you to see how our expert digital marketing consultants can help you find the right digital solutions and creative cultural messaging for your business to succeed .

Interested in learning more about Hispanic marketing? Be sure to download a free copy of our Intro to Hispanic Digital Marketing eBook !

General questions or comments? Contact us -- we’d love to hear from you!

Digital Marketing 101: How Do YouTube Ads Work?

Thu, 18 Feb 2021 16:00:02 GMT

YouTube is the go-to online video destination in the U.S. Thanks to it’s massive reach, highly engaged users, and endless hours of content, it’s also a go-to digital marketing destination for businesses who are looking to reach their target audience and reap the rewards. Keep reading for key insights and best practices to learn how you can make your YouTube ads work for you!

Here’s a recap of what we’ll be discussing:

Why Use YouTube Ads?
Consumers Can’t Get Enough of YouTube
YouTube Users Are Highly Engaged Across Multiple Devices
YouTube Ads Drive Better Business Results
Effectively Reach Your Target Audience
YouTube Ad Formats and Best Practices
Skippable In-Stream Ads
Non-Skippable In-Stream Ads (Pre-Roll Ads)
Bumper Ads
TrueView Video Discovery Ads
How to Get Started

Questions or comments? Feel free to contact us here or view our services for more information .

Why Use YouTube Ads?

C onsumers Can’t Get Enough of YouTube

If you use the internet in any shape or form, you most likely visit YouTube -- and you’re definitely not alone. According to Pew Research, YouTube is the most popular online platform in America. With over 74% of adults who use YouTube in the U.S., there’s a huge chance that most of your business’ target audience can be found on YouTube.

Impressed by these numbers? YouTube is just getting started! Currently, eMarketer predicts the number of U.S. YouTube watchers will increase to 228.1 million by 2024, up from 214.9 million in 2020.

Long story short, if you’re not using YouTube ads, you could be missing out on an excellent opportunity to reach your target audience with engaging video ads as they view their favorite YouTube content.

YouTube Users Are Highly Engaged Across Multiple Devices

Of all the digital video platforms out there, YouTube is the most-used digital video platform in the United States -- and it’s not just popular on mobile and desktop devices.

This year, eMarketer estimates that 95.4% of U.S. OTT video viewers will watch YouTube at least monthly, beating the ever-so-popular Netflix at 74.9%.If you’re wondering how this happened, there’s no doubt that the pandemic has played a role in skyrocketing rates of YouTube viewing and accelerated the trend of watching YouTube content on TV screens.

Now that you know most people watch YouTube, how much time are viewers actually spending watching YouTube? On average, viewers ages 18 and older will spend 41.9 minutes each day on YouTube. This includes all devices, from mobile, desktop or laptop, as well as CTV.

YouTube Ads Drive Better Business Results

YouTube ads aren’t just great for driving awareness -- they can also make a major difference in the number of consumers who convert to customers.

A 2020 Google study reported that 70% of viewers bought from a brand after seeing it on YouTube. Yup, you read that correctly. The numbers speak for themselves!

Want to see firsthand examples? Be sure to head over to our success stories page to see how we’ve used YouTube marketing to grow our clients’ businesses.

Effectively Reach Your Target Audience

YouTube is the number one digital video option when it comes to creating highly targeted campaigns. This is a major plus for brands and businesses looking to hone in on their ideal potential customers -- and it also means that every ad dollar spent will go to good use toward relevant users.

If there’s a segment you want to target, chances are you can find what you’re looking for within YouTube’s targeting options. From demographics such as age, gender, parent, interests, keywords, household income, and more, YouTube also offers options that are unique to the platform.

For instance, you can also choose to target by specific YouTube topics, target by individual channels, creators, and more.

Overall, YouTube is unmatched when it comes to its targeting capabilities. This also makes it a perfect platform for reaching multicultural audiences in their preferred language. Learn more about the importance of multicultural marketing and why you should be reaching Hispanic audiences in our post.

Plus, check out our Hispanic digital marketing case studie s to see more information on the topic.

YouTube Ad Formats and Best Practices

On the surface, a YouTube ad is any video ad that plays within a YouTube video -- but did you know that there are four main ad formats available for YouTube ads?

Since each format consists of different lengths and locations within a YouTube video, choosing the right ad type is essential for ensuring you run successful YouTube ads. Learn more below!

Skippable In-Stream Ads

Skippable in-stream ads, also known as TrueView ads, are the original video skippable ad format that is placed before a video begins, and have an accompanying banner on the right. While the maximum length is 3 minutes, most ads will benefit from being shorter than that, with 12 seconds being the minimum recommended length.

If you use a CPV bidding option, which is the default option, you will be billed after a viewer has watched 30 seconds of your ad. Alternatively, if you choose the CPM option, you will be billed according to the number of impressions your ad receives.

This format is ideal for videos that tell a compelling story about your brand or business that aligns with the interests of your target audience. Because these ads can be skipped at any time,captivating videos that can effectively inform your audience of your offerings are key.

Non-Skippable In-Stream Ads (Pre-Roll Ads)

Non-skippable ads that appear before, during, or after a video are called pre-roll ads. These quick ads can be up to 15 seconds long, and do not include a companion banner. Other than a website link to visit a brand or business’ page, there is no call-to-action.

Paying for these ads is done on a CPM basis according to how many impressions are garnered. These ads are perfect for quick and efficient messages -- every second counts!

Bumper Ads

Bumper ads are short non-skippable video ads that are 6 seconds or shorter. These ads can occur before, during, or after YouTube videos, and billing is done according to impressions.

With such little time, bumper ads can come in handy if you want to build upon multiple ads within a campaign and increase anticipation among viewers.

T rueView Video Discovery Ads

Also known as in-display ads, video discovery ads are located within the YouTube platform that advertises one of your business’ videos or campaigns.

Users that decide to click through on the ad will then watch a particular video -- without leading to a landing page. For this reason, you pay for clicks to garner views on a CPC (cost-per-click) basis.

These ads have a minimum video length of 12 seconds, and can be placed next to related videos or within the YouTube app feed or home page. If you’re aiming to grow your reach and connect with narrowed down audiences, this format can be a great option.

How to Get Started with Digital Marketing

While YouTube ads can be highly effective, they can only be as effective as your overall digital marketing strategy .

It’s not just about choosing the YouTube ad type that makes the most sense for your business objective. Using effective marketing and creative messaging that is both relevant and engaging for your viewers is also just as important.

If you’re interested in getting started with YouTube ads and/or digital marketing as a whole, feel free to contact one of our expert digital marketing consultants or find a location near you for more information.

No question is too big or small -- we look forward to hearing from you!

10 Facts You Need to Know About Digital Use in 2021

Thu, 11 Feb 2021 16:11:07 GMT

By now, you’re probably well aware that people have never spent as much time online as they do now. From using social media, video streaming, online shopping, and more, exactly how much time are consumers really spending with digital media? Keep reading for the full scoop, plus get our top tips on what this all means for your digital marketing strategy.

Here’s an overview of the topics we’ll be diving into:

1. Social media time spent per user skyrocketed.
2. Mobile engagement growth was not limited to younger cohorts.
3. CTV/OTT time spent daily increased dramatically.
4. YouTube viewers ages 18 and older spend significant amounts of time on the platform daily.
5. Digital audio use increased, and continues to see gains.
6. In 2021, the majority of U.S. internet users can be reached via email marketing.
7. Millennials and Gen Xers are the biggest online shoppers.
8. The number of U.S. social commerce buyers accelerated in 2020, and continues to show signs of growth.
9. Most Americans get their news from digital devices.
10. Having the latest technology is extremely important to consumers.

Questions or comments? Feel free to reach out to us here !

1. Social media time spent per user spiked 325% year-over-year in 2020.

Whether it’s spending hours endlessly scrolling or using social media when you only have a couple minutes to spare, social media has shown undeniable rapid growth in the last year.

With consumers increasing their screen time thanks to social media, social media marketing is a great way to engage with consumers across their favorite platforms.

Check out our services page for more information, or read our post about reaching social media-savvy Hispanic consumers in our guide to Hispanic social media marketing .

2. Mobile engagement growth was not limited to the younger cohorts -- Gen X and baby boomers alike spent 30% more time on their favorite apps last year.

Teenagers aren’t the only group obsessed with their smartphones -- Gen X and baby boomers dramatically increased their time spent on mobile in 2020.

What does this mean for your digital marketing strategy? Mobile is versatile. Don’t write it off if you’re aiming to target groups in demographics that aren’t traditionally associated with being glued to their phones.

Want to take your mobile marketing up a notch? Consider adding local geofencing to reach consumers in your desired geographic area.

3. CTV/OTT time spent increased 33.8 % to 1:17 per day in 2020, and subscription OTT users’ average time spent rose to 1:50 per day.

Smart TV video streaming has never been as popular as it is now. As a favorite pandemic past time, users are spending more time and more money to access their favorite content online.

According to a recent survey, U.S. consumers are now paying up to $47 monthly for access to various streaming services -- up 24% since the pandemic began.

4. YouTube viewers ages 18 and older spend an average of roughly 41.9 minutes per day on the platform.

Audiences can’t get enough of YouTube. From keeping up with their favorite digital content creators, looking up how-to videos, watching online news, etc., YouTube has it all.

If you’re looking for a surefire way to connect with online audiences and grow your clientele, YouTube is an excellent platform to advertise your offerings. Learn more about YouTube ads here !

5. Digital audio use increased 8.3% to 1:29 per day in 2020 -- and it’s expected to increase another 4.8% in 2021.

Although forecasts were expected to be dismal for digital audio due to less time spent commuting as a result of staying at home, digital audio was resilient -- and still experienced growth.

This goes to show that people don’t only tune in to their favorite digital audio content when they’re on the go. At-home, with friends and family, or wherever they may be, digital audio is a staple no matter where consumers are.

Digital audio ads can be the perfect addition to your digital marketing campaigns, since these ads are unskippable. Plus, listeners are more likely to trust brands that are promoted by their favorite trusted hosts.

Discover all you need to know about the power of digital audio marketing by checking out our post here.

6. In 2021, 80% of the U.S. population will be using email, representing over 91% of all U.S. internet users.

Whether it’s for work, online subscriptions, or receiving newsletters, email is a practical and effective way to make a mark among consumers. Plus, when done with the help of expert digital marketing consultants, email marketing can have a massive return on investment.

According to an eMarketer study, the median email marketing ROI is a whopping 122% . If you’re looking to stretch your advertising budget as far as possible, email marketing is your answer.

7. Millennials and Gen Xers are the biggest online shoppers, with 67% of millennials and 56% of Gen Xers preferring to shop online versus in a brick-and-mortar store.

There’s no doubt that 2020 was a major year for online shopping and ecommerce -- and this trend doesn’t show any signs of slowing. Newly formed ecommerce shopping habits are expected to persist even after the pandemic.

Even though non-ecommerce U.S. retail sales are projected to grow by 1.6% this year, it won’t be enough to fully rebound from the 3.2% decline from 2020. Meanwhile, ecommerce sales are expected to grow by 6.1%, continuing to increase its share of total retail to reach 15%.

Want to learn more about ecommerce and ecommerce marketing? Read our post that covers all you need to know .

8. The number of U.S. social commerce buyers accelerated 25.2% to 80.1 million in 2020 and will grow another 12.9% to 90.4 million in 2021.

Social commerce refers to online shopping that occurs on or from social media platforms. For example, have you ever seen a “Shop Now” button on your Instagram feed?

Transactions such as these grew massively in 2020, and are projected to continue increasing as more social media platforms implement additional forms of in-app purchasing.

9. More than 8 in 10 Americans get news from digital devices.

As traditional newspapers and print media see major declines year after year, digital media is a bright spot.

From social media news to online news sites and livestreams, digital news is the go-to for the majority of Americans to stay up to date.

Learn more about advertising via digital news with our branded content offerings , or read our case study articles to see how we’ve helped clients promote their messages through successful branded content marketing campaigns .

10. 1 in 2 U.S. Consumers Believe it is Important to be Equipped With the Latest Technology

Having the latest technology is a priority for half of U.S. consumers -- and for good reason. While the latest tech can be fun and exciting, it also allows consumers to focus on what matters to them, whether it’s staying in touch with friends and family or having the ability to develop their knowledge and talents.

Ultimately, as technology continues to expand and improve, digital media will continue to grow alongside it. If you haven’t started using digital marketing to grow your business, there has truly never been a better time to get started!

How to Get Started with Digital Marketing

Ready to get the ball rolling? Feel free to contact one of our expert digital marketing consultants or find a location near you to see how we can help you take your business to the next level through the power of digital marketing.

No matter if you’re aiming to reach the general market or Hispanic market, our local digital marketing experts know the right mix of digital solutions to get you closer to your business goals (check out our success stories for more info).

Questions or comments? Contact us here -- we look forward to hearing from you!

Mastering Hispanic Social Media Marketing

Thu, 04 Feb 2021 16:08:22 GMT

Hispanic social media marketing has taken the Hispanic digital marketing world by storm -- and for good reason. As a key digital touchpoint among Hispanic audiences, social media ads can increase engagement and generate leads for your business. Keep reading to learn more about why you should use Hispanic social media marketing, and discover our top tips to see how you can get started.

In this article, we’ll be discussing the following topics:

What is Hispanic Social Media Marketing?
What Are the Different Types of Social Media Ads?
Why Should You Use Hispanic Social Media Marketing?
What Are the Best Practices for Connecting with Hispanic Audiences Via Social Media Marketing?
How to Get Started with Hispanic Social Media Marketing

General questions or comments? Reach out to us here -- we’d love to hear from you!

What is Hispanic Social Media Marketing?

Social media marketing, as you may have guessed, is marketing that takes place across social platforms. From ads on Facebook, Instagram, LinkedIn, Tik Tok, and more, the possibilities are endless.

Hispanic social media marketing is the same in this aspect, but it goes a step further to specifically reach and connect with Hispanic audiences across social platforms.

Since most social people spend the majority of their social media time on their mobile devices, social media marketing is a great way to boost your mobile marketing strategy. Check out the facts below to learn more about why you should get started!

What Are the Different Types of Social Media Ads?

When thinking about social media marketing, ads that pop up on your social media feed tend to come to mind. However, there are several different ad formats that can be utilized on social media.

Other than images with catchy slogans and calls to action, video ads, native ads, and branded content ads are also important to the overall social media marketing landscape:

Video ads are just that -- ads in a video format. The most common ad formats for video ads are 6 seconds, 15 seconds, and 30 seconds.
Native ads are designed to look like a normal part of your social media feed. These ads aim to provide a less intrusive advertising experience for users, but are still generally focused on driving sales and generating leads.
Branded content is similar to native advertising in the sense that it veers away from traditional, in-your-face ads. These sponsored ads can be in article or video form, and are focused on providing relevant content for users rather than aiming to promote sales. Branded content is best for raising awareness and brand trust by positioning your business as a reliable authority in your industry/subject area.

Check out our branded content case studies from our partnerships with TurboTax and The Colorado Department of Transportation to get the full scoop on how branded content can be a game changer for your Hispanic digital marketing strategy .

Why Should You Use Hispanic Social Media Marketing?

Both before and during the pandemic, U.S. Hispanic consumers have over-indexed when it comes to their social media use -- making it an excellent medium for businesses to engage with them. As a community-focused culture, social media is a staple among Latinos since it allows for community engagement, entertainment, and connection with friends and family who may live in other countries.

If the pandemic has shown us anything, it’s that being able to connect with others from a distance is vital. Other than using social media for fun and connecting with loved ones, social media also proved to be a valuable resource when it came to information regarding health and safety within the Latino community. For instance, in April of 2020, Latinos were 57% more likely to use social media platforms as a primary source of information about the coronavirus compared with non-Hispanics.

Overall, social media use has never been higher -- according to eMarketer , 79% of U.S. Hispanic adults say they now spend an additional two or more hours on social media than they did prior to the pandemic, and 42% use social media to stay up-to-date with news more than they did previously.

In line with these increases, there has been a decrease in traditional media consumption, with 37% of U.S. Latino adults citing a decrease in cable TV news consumption to keep up with information during the pandemic.

What Are the Best Practices for Connecting with Hispanic Audiences Via Social Media Marketing?

It’s one thing to recognize that social media platforms are an excellent place to reach Latino audiences -- but knowing the best ways to reach them through social media is a whole other story. Read on for the top tips you need to know!

Keep Language Preferences Front and Center

Hispanic marketing isn’t as simple as translating general market, English-language ads into Spanish. While the number of English proficient U.S. Latinos continue to grow, some audiences may still prefer Spanish, and bilingual or English dominant audiences may prefer Spanish or a mix of English and Spanish in ads as a nod to their culture.

For more information on using Spanish in your digital marketing campaigns geared toward Hispanics, be sure to read our previous post.

Immigrant generation also plays a major role when it comes to language preferences. Generally, first generation Latinos are more likely to prefer messaging in Spanish than English, but this can vary depending on factors such as age, location, and acculturation (check out our acculturation model for more info).

Want to learn more? Read up on how to cater to the varying immigrant generations within the Latino community to get the full scoop.

Follow Cultural Cues with Inclusive Creative Messaging

Whether you’re using Spanish-language ads or not, Latino audiences can see through shallow attempts of brands and businesses trying to connect with them by referencing their culture in obvious or stereotypical ways. In fact, when done incorrectly, many Latino consumers will quit or disregard a brand or business altogether if they deem it to be culturally illiterate.

To avoid costly faux paus, consider partnering with a Hispanic digital marketing agency. By leaving it to the experts, you can ensure that your creative messaging is relevant and able to make Hispanic consumers feel included and understood.

Interested in learning more? View our service offerings or check out our success stories to see how we’ve helped local businesses effectively connect with Latino audiences.

Use Targeting to Reach the Right Audience at the Right Time and Place

One of the many benefits of digital marketing is its precise targeting capabilities. As we mentioned above, social media and advertising preferences will vary based on an array of factors.

For example, a Hispanic millennial consumer may have different messaging and language preferences compared to that same Hispanic millennial consumer’s parent (read more about reaching Latino millennials by reading our post). Thanks to targeting, you can reach exactly the right audiences at exactly the right time and place by choosing filters such as age, location, income, educational background, and more. This also allows you to optimize your campaigns over time as you receive insights into your audience’s responses.

By partnering with a Hispanic digital marketing agency, expert digital marketing consultants can also help you determine which specific social media platforms are best suited to your target audience -- which can maximize your return on investment to help you stretch your marketing dollars as far as possible.

Integrate Hispanic Social Media Marketing in Your 360 Marketing Campaigns

While using Hispanic social media marketing is a great way to reach Hispanic consumers in your area, adding this method to a 360 campaign strategy can maximize your online presence to give your business an added advantage over the competition.

Social media ads can amplify your other digital marketing channels to increase awareness and retarget users who may have shown previous interest in your business -- which can help you hone in on your ideal consumers to get more qualified leads.

How to Get Started with Hispanic Social Media Marketing

Social media is a great way to reach social media-savvy Hispanic audiences of all ages and backgrounds. With the right Hispanic social media marketing strategy, your business can effectively reach and engage with Hispanic consumers to make a lasting impact.

If you’re interested in growing your clientele through Hispanic digital marketing, feel free to reach out to one of our expert digital marketing consultants or find a location near you .

To see a full list of services, visit our services page . General questions or comments? Don’t hesitate to let us know your thoughts -- we look forward to hearing from you!

Digital Marketing 101: Landing Page Benefits and Best Practices You Need to Know to Grow Your Business

Thu, 28 Jan 2021 16:00:02 GMT

Landing pages offer a practical and succinct way to communicate your business’ offerings to potential customers, and they can provide a solid foundation for successful digital marketing campaigns -- when crafted correctly. Keep reading to learn more about how landing pages can make a difference for your business and help you gain more customers.

Here’s what we’ll be going over:

What is a Landing Page?
What Are Landing Pages Used For, and What Are the Benefits of Creating Landing Pages?
Landing Page Best Practices
How to Get Started

Questions or comments? Contact us !

What is a Landing Page?

Technically, a landing page could mean any page that a visitor “lands on” after clicking a link. This could be any existing page on your website, such as a “services” page or “locations” page.

In the context of digital marketing, a landing page most often refers to a web page that is specifically created with the intention of triggering a specific action from visitors as a part of a digital marketing campaign.

What Are Landing Pages Used For, and What Are the Benefits of Creating Landing Pages?

Landing pages can be created for a number of reasons, with the primary focus being to convert consumers at the middle stage of the purchase funnel.

Landing pages typically include form-fills, call forms, or consultation forms to encourage visitors to take next steps or inquire about additional information about a particular product or service.

Learn more about the many uses and benefits that landing pages have to offer below!

Narrow Your Target Audience’s Focus by Highlighting Specific Offers

Say you’re an auto dealership offering a limited-time offer during the holidays, or an attorney providing new online consultation services. Your digital marketing campaign has generated awareness, and now it’s time for your target audience to learn more about taking next steps.

This is when a dedicated landing page can make all the difference. By creating and promoting a page focused on your particular offering, your business can provide consumers with all of the relevant information they need to know in one convenient location.

Since landing pages usually include a form-fill or use other methods of collecting potential customer information, you can also gain insights as to who exactly is interested in your products or services -- which can allow you to gain further audience insights and the option to retarget these prospective customers in the future if you choose.

Convert Consumers

Arguably the greatest benefit of an expertly-crafted landing page is its potential to convert consumers. Reaching your target market at the right time to provide relevant information about your products and services can be the difference between an influx of new customers and a lack of enthusiasm for your latest offerings.

Improve Your SEO Efforts

Because landing pages are a part of the larger online ecosystem, they can also play a key role in boosting your SEO efforts and raising your business’ Google search rankings.

Make sure your landing pages use relevant keywords to attract more visitors and capture more Google search traffic!

Reach Multicultural and Hispanic Audiences

When crafting your landing pages, be sure to keep multicultural consumers in mind, especially if your particular geographic location or industry has a large multicultural consumer base.

For instance, if you’re an immigration attorney and only include English-language landing pages, you’re likely missing out on a massive portion of your potential clientele.

For examples of the impact Spanish-language digital marketing can have, be sure to view our success stories or check out our previous post about the power of Spanish-language within Hispanic digital marketing campaigns .

Hispanic marketing and multicultural marketing as a whole can be daunting to take on, but have no fear. Contact us to learn how our expert digital marketing consultants can take your Hispanic digital marketing campaigns to the next level.

Landing Page Best Practices

Like any digital marketing method, landing pages that follow best practices are much more effective and more likely to get you the measurable results you’re looking for.

Read on to learn the most important strategies and best practices to follow to make your landing pages a success. For best practices put into use, check out this landing page example from a coding company called the Code Academy:

Develop a Strategic SEO Marketing Strategy

While landing pages are perfect for honing in on a particular service or promotion, treating them as a one-off can put your business at a disadvantage.

Roughly 48% of the top landing pages are ranked in maps and organic listings. Since most business landing pages have the intention of reaching local consumers in the area, optimizing your landing pages makes it easy for local consumers to find your business via Google maps.

Plus, most landing pages are ranked in organic listings within organic search (aka Google search results). Since landing pages can contribute to your overall search engine optimization, inputting the right keywords can help your business gain exposure thanks to higher Google search rankings.

Leverage Ratings and Client Testimonials

Would you trust a business with zero reviews or one that features positive client reviews and testimonials? It’s a no-brainer -- businesses that have social proof of being helpful and useful for their clients stand a much better chance at attracting new clients.

Landing pages are meant to be short and sweet, so there’s no need to post every single review your business has received. Instead, focusing on the top reviews that highlight your business and your unique value will provide an extra incentive for consumers to choose you over the competition.

Wondering how you can get more reviews in the first place? Be sure to set up your business’ profile on Google My Business, Yelp, and any other review sites relevant to your industry to increase your chance of receiving more reviews from customers.

Going the extra mile to respond to reviews shows that your business goes above and beyond -- which is exactly what your potential customers want to see!

Optimize for Mobile

Year after year, smartphone usage continues to skyrocket. If you aren’t optimizing your landing pages for mobile users, you could easily be missing out on converting them to customers if your landing page isn’t properly optimized.

A landing page that looks great on a desktop might look clunky or be missing important elements if it isn’t properly optimized. For this reason, it makes total sense that 86% of the top landing pages are mobile-friendly. Although this step often gets overlooked, it can make a huge difference!

Ensure Fast Page Load Speeds

A two second delay in a webpage’s load time can increase your bounce rate by 103% . Why is that?

We’ve all become accustomed to speed. If your landing page takes too long to load, users are going to leave -- it’s as simple as that.

Put your Landing Pages to the Test With A/B Testing to Maximize your Return on Investment

Who doesn’t love saving money? A/B testing allows you to try out your options as you go to learn which strategies work best for your business.

Experimenting with how different features affect your conversion rates can help you build better landing pages each time -- which saves you money during the process. From web design, copy, reviews, video, and more, you’ll gain key insights to optimize your landing pages for future digital marketing campaigns.

Pro tip: Try testing one feature at a time to get the most accurate insights.

Get Personal with Personalized Calls to Action

Personalized calls to action can convert at a rate that is 202% better than an average generic call to action.

Put yourself in your customer’s shoes. Would you rather just “sign up” for a generic consultation or “Sign up for a free consultation”? Whether it’s a discount or unique promotion, personalized calls to action crafted specifically for your target audience will get more customers through your door in the long run.

The More Landing Pages the Merrier

Ideally, you should create a new landing page for every digital marketing campaign. From seasonal holiday promotions to exclusive limited time only offerings, dedicating landing pages to their respective campaigns can help your business stay organized and gain a better understanding of each campaign’s metrics.

When it comes to your business’ overall website, sites with 40 or more landing pages generate 12x more leads. This doesn’t mean you should create them all at once and without a clear purpose, but over time, building up your landing pages offers more opportunities for consumers to find you online -- which can boost your overall search engine rankings and raise more awareness for your offerings.

How to Get Started with Digital Marketing

While landing pages are meant to be simple and direct to convert potential customers, there’s a lot more than meets the eye when it comes to implementing successful landing pages to grow your business.

Luckily, you don’t have to go it alone. Feel free to contact one of our expert digital marketing consultants to see what our digital marketing campaigns can do for you -- or find a location near you to learn more.

General questions or comments? Don’t hesitate to contact us -- we look forward to hearing from you!

Local Digital Marketing 101: What is Geofencing?

Thu, 14 Jan 2021 16:16:36 GMT

Have you ever received an advertisement from a brand or business after being near their location? If so, you’ve received a geofencing ad. Keep reading to learn more about how geofencing advertisements work, and the many benefits they can have for your local business!

Here’s a recap of what we’ll be reviewing:

What is Geofencing?
Geofencing Example
When and Where Can Geofencing be Implemented?
What Are the Benefits of Geofencing?
Which Marketing Objectives Can Geofencing be Used for?

Questions or comments? Contact us for more information.

To view our geofencing services, visit our page here .

What is Geofencing?

Geofencing provides location-based data through an app or software program by using GPS, cellular data, or radio frequency identification (RFID) to set off a targeted marketing action to users in a designated area. These actions can include emails, texts, social media ads, app notifications, etc. when a mobile device or RFID tag enters or exits a virtual geographic “fence” around a location -- hence the term “geofencing.”

Consumer location can be tracked through technology such as Bluetooth and GPS, and can be utilized to target consumers via geotargeting, geofencing, and beaconing.

Geofencing Example

To get a better idea of how geofencing works, consider this classic example: A consumer walks or drives near an auto dealership in a designated area, and then receives a targeted notification alerting them of that dealership’s latest deals.

Geofencing can be extremely helpful for delivering targeted advertising to users on desktop based on their location, and beaconing can transmit targeted messages to users on nearby mobile devices. In both instances, geofencing relies on a virtual perimeter that is built and set around a specific geographic location to send targeted messaging to consumers.

When and Where Can Geofencing be Implemented?

Similar to other forms of digital marketing, geofencing can be used via desktop, mobile, and tablet devices.

It also allows for targeting specific locations (such as the aforementioned auto dealership), demographic market areas, specific business types (dealerships, restaurants, legal offices, etc.), across several business locations, by city, or by state.

What Are the Benefits of Geofencing?

H yperlocal Targeting

Geofencing can be an especially helpful tool for small business and local marketing efforts since it allows for plenty of hyperlocal targeting opportunities -- and the numbers show just how promising it can be:

50% of shoppers who stopped by a store after receiving a geofencing text said their visit was unplanned.
3 out of 4 consumers completed an action after receiving a message when approaching a specific location.
53% of shoppers visited a retailer after receiving a location-based message.

Because local businesses often rely on a consumer base in their general geographic area, they can ensure that they reach the right consumers at the right time -- which means that their advertising dollars aren’t being wasted on consumers who are unlikely to purchase their products or services.

Improved Tracking and Analytics

Oftentimes, local businesses don’t always know exactly where their new customers are coming from. While longtime customers and word of mouth are great, using geofencing can allow businesses to see exactly where their new customers are coming from to track their progress.

Thanks to the advanced analytics that geofencing provides, businesses can then use their findings to optimize future digital marketing and geofencing campaigns to make the most out of their advertising spend and take the guesswork out of their future marketing campaigns.

Personalized, Relevant Ads Are Preferred Among Consumers

Personalization features are also helpful for consumers, who can receive relevant and timely advertisements thanks to the targeted messaging they receive from geofencing, which allows for targeting by age, location, interests, income level, etc.

While consumer data and privacy are frequently discussed topics in the digital world, consumers are increasingly interested in brands and businesses who use personalization features. For instance, a 2019 survey conducted by Harris Poll for RedPoint Global found that 63% of consumers surveyed across the U.S., Canada, and the U.K. expect personalization as a standard of service.

Additionally, a majority (54%) of the 3,000 participants surveyed expressed a willingness to share personal information if it would be used to create personalized experiences. This number was even higher among Gen Z and Millennial audiences at 70% and 72%, respectively.

Which Marketing Objectives Can Geofencing be Used for?

Geofencing can play an integral role across various stages of the consumer journey. See what geofencing can do for your business depending on your goals below!

Increase Awareness

Geofencing messages can be a great way to increase awareness for your business among local consumers. For instance, if your business is new in town or if you’d like to attract new clients, geofencing puts your services in front of local consumers who may not have previously had your business on their radar.

Increase Foot Traffic and Convert Consumers

Serving mobile messages around a geofence can be a highly effective way to engage with consumers who are on the go and likely to use your services. For example, a restaurant serving geofencing ads to consumers in their area could be useful for potential customers who are out and about and trying to figure out a place to eat.

Serving these consumers at the right place and at the right time could mean the difference between a busy lunch rush and a day of low foot traffic.

Build and Refine Target Audiences

Thanks to the advanced analytics and optimization capabilities within digital marketing campaigns, geofencing can help your business build and refine your target audiences to narrow down which audiences and consumers are most likely to be interested in your business.

Reach Multicultural Audiences

As mentioned above, refining your audiences can be make or break for your overall digital marketing strategy, which also includes your multicultural marketing strategy . When reaching hyper-specific audiences, geofencing takes your efforts a step further to target users based on key multicultural marketing factors such as their language preferences.

This can be especially helpful when running Hispanic marketing campaigns and deciding if you should use English or Spanish-language creative in your advertisements.

To learn more about the importance of multicultural marketing, view our post here . Plus, read our article about Hispanic digital marketing to learn more about the best platforms to use to reach Latino audiences.

Create Robust Multichannel Marketing Campaigns

360 marketing campaigns have taken off in recent years thanks to their ability to provide a holistic advertising approach. Why reach consumers from only one angle when you reach them across several?

Incorporating geofencing in a 360 campaign can be a great way to complement your ads across other marketing platforms, as well as retarget consumers across multiple platforms to leave a lasting impression.

Plus, because 360 campaigns run across various platforms, your business can get a better idea of which platforms perform the best in order to optimize for future campaigns.

How to Get Started with Digital Marketing

Geofencing can be an extremely efficient and helpful tool for local businesses looking to accomplish a number of marketing objectives. Interested in learning more about what geofencing and digital marketing can do for your business?

Feel free to contact one of our expert digital marketing consultants or find a location near you to get started. Plus, check out our services and success stories for real world examples that showcase the power of digital marketing done right for small businesses.

General questions? We’re happy to help with those as well. Reach us here -- we look forward to hearing from you!

Local Business Marketing 101: A Digital Marketing Guide for Small Business Owners

Wed, 30 Dec 2020 23:35:41 GMT

About you: You’re a local business owner looking to gain customers and grow. About us: We’re a local digital marketing agency ready to help you take your business to the next level thanks to our expert team and innovative digital marketing solutions.

Keep reading our guide for our top digital marketing tips for small businesses and discover how you can get started.

Here’s a breakdown of what we’ll be discussing:

Use Being a Local Business to Your Advantage
Leverage Digital Marketing for Maximum Impact
Avoid Common Local Marketing Pitfalls
Reach Influential Multicultural Consumers
Give Back and Get Back

Questions or comments? Contact us !

Use Being a Local Business to Your Advantage

Running a local business is hard enough as it is -- but it can also be used to your advantage. More than ever, consumers are increasingly supportive of local businesses and will do what it takes to keep their favorite small businesses around.

For instance, a survey from December of 2020 found that 46% of shoppers said they are more likely to shop small for the holiday season than they were in previous years, likely due to wanting to patronize local businesses who may have been struggling as a result of the pandemic.

Check out our previous articles to learn the 7 Small Business Strengths to Use to your Advantage , and get access to Small Business Resources that can help you on your journey.

Leverage Digital Marketing for Maximum Impact

Many local businesses falsely assume that digital marketing is too expensive or doesn’t make sense for them as a small business. However, digital marketing can provide a great return on investment for even minor digital ad buys. If you’re concerned about the price, consider that email marketing alone typically generates $38 for every $1 spent, giving it a staggering 3,800% ROI. It’s worth the investment!

Plus, today’s consumers view personalization as a standard, and reaching them across a variety of platforms is no longer just a “nice to have” for businesses -- it’s crucial to stay relevant and competitive.

From social media marketing, search engine marketing, digital audio marketing, and more, there are plenty of options to choose from that can boost your clientele, raise brand awareness, and convert consumers. Curious to learn more? Check out our services or read our success stories to see what digital marketing can do for you.

For more insights into the power of digital marketing, be sure to read our post that discusses 3 Ways your Local Business can Enhance its Online Presence to Gain and Retain Customers , or read our article for helpful tips about How to Create a Digital Marketing Strategy .

Avoid Common Local Marketing Pitfalls

Small businesses may be eager to get started with their marketing campaigns, but lacking experience and the proper knowledge about what makes for a successful marketing campaign can result in costly pitfalls and lost business opportunities.

Teaming up with an experienced local digital marketing agency can make all the difference -- plus, expert digital marketing consultants can walk you through the process each step of the way. From audience targeting capabilities, digital marketing best practices, and an in-depth understanding of your local community and demographics, hiring experts can help you avoid learning lessons the hard way and ensure that you get you started on the right foot.

Why run into problems when you could avoid them altogether? To discover the most common mistakes local businesses often make when it comes to their marketing plans, head over to our post about the 3 Marketing Mistakes Local Businesses Often Make (Plus Tips for Getting it Right) .

Reach Influential Multicultural Consumers

Did you know that Hispanics have accounted for more than half of total U.S. population growth since 2010? Wherever your business is located, it’s likely that Hispanic audiences in your area are growing or about to grow.

Unfortunately, local businesses often fail to include a plan for reaching multicultural audiences in their area. As multicultural consumers represent an increasingly larger share of the U.S. population, it’s vital that businesses begin reaching out to them and making meaningful connections.

Interested in learning more about multicultural marketing? Our posts below have got you covered!

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Give Back and Get Back

Local businesses and their customers are the heart and soul of local communities. As a small business, giving back to your community is not only a charitable thing to do, but it can also make a positive impression on potential customers.

In recent years, consumers have begun to expect more from the businesses they support. Other than providing excellent customer service and products, consumers are also looking for businesses that are making a positive difference in their community and are aligned with their values.

As a result, Cause Marketing and socially responsible marketing have taken off in recent years. What exactly does this look like for a small business? From hosting community events, charity drives, making donations to the less fortunate, sponsoring local schools or organizations, etc., the options are endless.

For more information, read our post on Socially Responsible Marketing: How to Use Cause Marketing to Make a Difference in your Community and for your Business .

Environmental issues are another key focus among today’s consumers. Plus, running an eco-friendly business typically means savings for you as well -- it’s a win-win. Our article titled 5 Benefits or Running a Sustainable Small Business - and How to Get Started provides the inside scoop!

How to Get Started With Digital Marketing

Are you interested in getting started with digital marketing, or do you have plans on taking your current digital marketing efforts to the next level?

Wherever you are in your digital marketing journey, we have the right mix of solutions to help your business grow. Feel free to contact one of our expert digital marketing consultants or find a location near you to learn more.

In the meantime, you can also check out our services and learn a bit more about our story . Questions? Ask away! Contact us . We look forward to hearing from you!

The Top 10 Digital Marketing Predictions You Need to Know for 2021

Wed, 23 Dec 2020 20:29:44 GMT

After a unique year to say the least, it’s no secret that digital marketing is essential for businesses who are looking to grow and engage with their target audiences. Keep reading for our top 10 digital marketing predictions for a better 2021!

Questions or comments? Feel free to message us .

Here’s a recap of what we’ll be discussing:

1. Digital Audio will Continue to Grow
2. Diverse and Inclusive Marketing Will Be a Must
3. First-party Data Will be Make or Break
4. Email Marketing Will be Revolutionized
5. Multichannel Marketing Campaigns Will Deliver Growth
6. Social Media Use Will Show No Signs of Stopping
7. Online Shopping Will be Here to Stay
8. Sustainability Will be Prioritized
9. 5G Connectivity Will be Brought to the Forefront
10. Optimism Lies Ahead

1. Digital Audio will Continue to Grow

According to Spotify, news and politics podcasts grew by 140% in 2020 as more audiences than ever tuned in to podcasts as a trusted source of information. It’s expected that many people will continue to turn to their favorite podcast shows and hosts for more information on current events.

Smart speaker adoption is also expected to continue to grow across the U.S., likely due to people continuing to spend more time at home. Shopping via smart speakers is expected to increase, although the process is still being fine-tuned. Regardless, this could prove to be a significant advertising opportunity for brands and businesses that are looking to stand out.

Want to learn more about the power of digital audio advertising? Read our post or check out our latest audio offerings .

2. Diverse and Inclusive Marketing Will Be a Must

It’s not a stretch to say that a key focus for many businesses next year will be to meaningfully connect with audiences of all backgrounds.

After 2020 brought social issues to the forefront, consumers have increasingly high expectations for brands to espouse causes they care about. For instance, a Pandora study found that 53% of people are more likely to buy from a brand or business that is in line with their social and political beliefs.

In 2021, diverse and inclusive marketing will be vital for businesses to grow and remain relevant. Learn how you can reach Latino audiences via Hispanic digital marketing by viewing our services .

3. First-party Data Will be Make or Break

With increased data regulations and consumer data protections, first-party data will play an influential role in 2020 and beyond.

Although further regulations have been put in place (like website limitations for collecting a user’s cookies), consumers still expect a highly personalized user experience -- which is where the power of first-party data comes into play.

For businesses looking to partner with a digital marketing agency, taking an agency’s first-party data offerings into account will play a major role. Thanks to this data, businesses can seamlessly target their ideal audiences with more personalized, timely, and effective messaging. Check out our first-party data model for more info or read our post on how to choose the right local marketing agency for your business.

4. Email Marketing Will be Reimagined

When people think of advertising, flashy images and jingles tend to come to mind. While email marketing doesn’t necessarily fit this ideal, it has taken off like never before in 2020 -- and its trajectory is expected to keep rising in 2021.

A June 2020 survey found that 51% of marketers at major U.S. and UK brands said that their email marketing spending increased. Why such a big jump? As marketing budgets were limited in 2020, many marketers decided to reinvest in channels that have proven to have the best return on investment while reducing budgets for platforms that could not provide consistent returns.

For email marketing to be successful, marketing campaigns need to meet consumers where they’re at in their purchase journey and provide relevant content to minimize opt out rates. To really make an impact, businesses are also encouraged to use multichannel marketing campaigns to connect with consumers across a variety of touchpoints. From search, social media, video ads, and more, there are plenty of options to stay top of mind.

5. Multichannel Marketing Campaigns Will Deliver Growth

360 campaigns have proven to be much more effective and reliable for marketers and businesses alike. Instead of putting all of a client’s ad spend into one resource, multiple channels offer versatility and can also make a bigger impact among consumers.

Having multiple channels within a digital marketing campaign is also helpful for integrating data across channels to get a better idea of where consumers are at in their buying decision process. With this information, target audiences can then be retargeted and reminded of a business’ offerings, and therefore making them more likely to purchase.

Plus, multichannel campaigns are also in line with increased expectations among consumers who demand nothing less than a personalized, relevant, and engaging ad experience.

6. Social Media Use Will Show No Signs of Stopping

There’s no doubt that social media has quickly become a mainstay in recent years. Throughout the year, consumers continue and are expected to continue using social media at elevated rates, making it the perfect way for brands and businesses to reach them. Additionally, social media has also seen increased usage in part thanks to the rise in ecommerce as a result of the pandemic.

Social network ad spending is expected to top $40 billion by the end of 2020, and eMarketer predicts that U.S. social network ad spending will rise by 21.3% in 2021 -- reaching nearly $49 billion.

7. Online Shopping Will be Here to Stay

Like social media, online shopping and ecommerce aren’t going anywhere. Of all the changes to the digital world in 2020, the shift to online shopping was by far one of the biggest. In 2021, online shopping will be taken up a notch as it becomes continually optimized and streamlined.

For instance, the Interactive Advertising Bureau recently reported that livestream-generated sales are expected to double to $120 billion worldwide in 2021.Touch-free technology will also become more mainstream, since much of the innovation during the pandemic emerged from a need to reduce the frequency of touch. From contactless payments to augmented and virtual reality, these forms of new technology that were once considered out of the ordinary are now the new standard. Social commerce is also expected to take off in 2021 as retailers and brands creating shopping experiences via social media have already started to gain popularity.

Today’s consumers are digital savvy shoppers who want more than just a product -- they want to feel a connection to a brand and are expecting a memorable experience. Get the full scoop on ecommerce marketing and learn how you can get started by reading our post here .

8. Sustainability Will be Prioritized

In addition to having higher expectations for brands when it comes to social causes, consumers are also concerned about how brands and businesses are tackling the topic of sustainability .

On-demand manufacturing to limit mass manufacturing has become more popular as consumers are straying away from companies that they deem to be wasteful. It’s also a win-win for brands and businesses, since on-demand strategies let them respond faster to changing customer demand and create products only as needed.

Today’s shoppers are looking for sustainable and eco-friendly business to support, and as improved data and technology allows companies to optimize their production processes, sustainable business practices are poised to become the new standard.

9. 5G Connectivity Will be Brought to the Forefront

While 5G didn’t fully roll out in 2020, its implementation is crucial as 2021 approaches, especially if remote work, constant video conferencing, and demand for digital collaboration continues.

We’ve all had choppy zoom calls or our internet go out at some point, but 5G could help minimize this. In today’s world, reliable online connectivity and greater bandwidth are necessities, and consumers and businesses alike can’t afford to be disconnected.

10. Optimism Lies Ahead

Despite the many hurdles that were faced in 2020, a recent survey shows that Americans are optimistic about the year ahead. 36% of Americans describe the upcoming year as “hopeful,” and 73% of consumers think 2021 will be a much better year than 2020.

When thinking about the next year and a possible shift away from their lives in pandemic:

2 in 10 people surveyed said they are most excited about events.
61% hope to take a vacation in the next year.
Gen Z audiences want new relationships whether it's with a partner (40%) or a new friend (57%).
26% of Millennials are interested in making new friends
Respondents said they will keep up with their online endeavors -- only 33% expect to spend less time on social media over the next year.

All in all, consumers are craving stability after an unpredictable year. In fact, they cite the new COVID-19 vaccine as 2021’s most exciting development.

What can we gain from these insights? As Americans look for relief, researchers suggest that brands and businesses focus on consumer wellness. From seamless experiences that eliminate hassle to finding ways to support their local communities, brands that make their consumers’ lives easier will see the difference in the long term.

How to Get Started with Digital Marketing

New year, new you -- which includes a fresh approach to your digital marketing plans. Feel free to contact one of our expert digital marketing consultants or find a location near you to see how you can get started with implementing best practices for seamless digital marketing campaigns.

Questions or comments? We’ve got you covered -- contact us . We look forward to connecting with you.

Wishing you a Happy New Year!

5 Ways to Implement Inclusive Marketing Practices in 2021

Thu, 17 Dec 2020 16:42:48 GMT

Inclusive marketing is no longer just a buzzword -- it’s here to stay as U.S. audiences grow increasingly diverse and expect more from brands and businesses across the country. Keep reading to learn more about how you can implement inclusive practices in your digital marketing strategy. You won’t want to miss this!

Here’s a recap of what we’ll be discussing:

1. Reach Multicultural Audiences In-Culture with Purposeful Messaging
2 .Engage with Consumers of All Backgrounds and Abilities
3. Use Digital Marketing to Connect with Audiences Across Generations
4. Keep Up with the Latest Current Events to Maintain Mindful Messaging
5. Find Ways to Get to Know and Give Back to your Local Community

Questions or comments? Contact us here .

1. Reach Multicultural Audiences In-Culture with Purposeful Messaging

It’s no secret that multicultural audiences have been disproportionately impacted by the crisis (Read our post on the impact of Covid-19 within the Latino community for more info). Messaging directed at these audiences should be especially empathetic by recognizing that a return to normalcy will vary for everyone, and groups that were hit harder might need more time to recover.

For example, older, Spanish-dominant Hispanics have been more at-risk during the pandemic, and they often rely on their younger, more digital-savvy, and bilingual family members to help them with their purchase decisions. Additionally, Hispanic families tend to live in multi-generational households more often than the general population, which also shapes their perception of marketing messages that do not align with a collectivist culture and perspective.

Since many have been estranged or isolated from members of their family, many older Spanish-dominant Latinos have been unable to interact with businesses that only advertise in English. By considering the possibility of both in-language and in-culture marketing messaging, brands can connect with these consumers to gain their business and loyalty.

However you reach multicultural consumers, brand activism and inclusivity is not simply a short-lived hashtag or marketing campaign in response to one or two social events going on at the time. To be both relevant and effective, businesses are encouraged to make a sustained commitment to make an impact while maintaining transparency about how they’re taking steps to be more inclusive. Not only can this aid in effecting positive change, but it can also play a role in growing as a business.

Remember that broad terms such as Hispanic, Black, or Asian are used to describe a consumer base at a high level, but actual engaging campaigns must be intentional and nuanced. Check out our exclusive Cultural Affinity model to get a better idea of how we develop nuanced campaigns to reach U.S. Latino audiences.

The sooner businesses understand these key points, the sooner they can reap the rewards as we head into an increasingly diverse future.

2. Engage with Consumers of All Backgrounds and Abilities

At its core, inclusive marketing aims to reach consumers who have historically been left behind, including audiences who have disabilities. For instance, many Deaf individuals often can’t receive marketing messages that don’t include or have the option to include closed captions.

While there is still a lot of room for improvement, fortunately, more strides are being made in order to make way for inclusivity. In their “ 2020 State of Captioning '' report , transcription provider 3Play Media surveyed professionals across industries and found that 64% reported captioning all or most of their online video content, up from 58% in 2019.

They also found that respondents’ confidence in captioning compliance understanding had increased from 22% in 2019 to 32% in 2020. Similarly, a March 2020 survey by Rev, an audio-to-text transcription service, found that many professionals worldwide expected to increase their use of transcription, captions, and subtitles in the next several years.

3. Use Digital Marketing to Connect with Audiences Across Generations

While reaching consumers across generations is a great start to being more inclusive in your marketing campaigns it doesn’t mean much unless it’s purposeful. Interested in this topic? Read our post about reaching Latinos across generations . For instance, in May, 75% of consumers thought it was important for corporations to give back to the community during the pandemic. Despite messaging aimed to make a difference, half of consumers across age groups felt that the “we’re in this together” marketing messages weren’ genuine.

40% of Millennials and Gen Z audiences believed that brands only showed up to capitalize on the coronavirus crisis. Evidently, consumers are increasingly in support of businesses showing social responsibility -- but brands need to walk the walk too, or face the possibility of losing customers who decide to “break up” with them.

When it comes to baby boomers, it’s clear that they aren’t as digitally-behind as people make them out to be. A recent Google insights report found that in 2020, due to increased access to technology and distribution, older adults flocked to YouTube more than ever before. Their research shows that baby boomers -- those born between 1946 and 1964 -- name YouTube as their most commonly cited platform for learning something new.

Other Google insights from 2020 include:

Communal experiences enhanced how viewers watch: YouTube viewers sought out opportunities to connect with others through content, suggesting that interactive experiences are on the rise and here to stay.
Cowatching: When stay at home orders went into effect, “cowatching” provided a safe way to consume content and live events in online groups.
Personal growth: Many viewers got through the early months of the pandemic by developing new skills.From gardening to playing chess, videos with variations of “beginner” in the title earned more than 7 billion views and average daily views of these videos have increased more than 50% since March 15, 2020, compared to the rest of the year.
Social change: As public interest in social justice increased, such as support for the Black Lives Matter movement in the U.S., popularity also grew on YouTube. In the first 10 days of June alone, views of videos related to Black Lives Matter surged more than 4X compared with 2019.
Allyship: As people pledged their support for ongoing social movements, video viewership around allyship and advocacy topics spiked. Within the first week of June, views of videos with “how to be an ally” in the title increased 23% from viewership in all of May.

Whether it’s increased time spent on YouTube, Connected TV, social media, etc., digital use and behavior go hand in hand with current events, making online communities just as strong among consumers.

In many ways, 2020 was a much needed wake up call for brands and businesses to fully embrace digital capabilities in order to stay open, make a difference, and make meaningful connections with consumers across a multitude of generations and backgrounds.

4. Keep Up with the Latest Current Events to Maintain Mindful Messaging

Since current events influence consumer behavior and perception, it’s crucial to stay up to date and informed. Multicultural consumers in the U.S. are often bicultural, meaning that they consider themselves both American and also a part of their cultural group. Plus, bicultural Americans are increasingly growing in numbers and gaining more spending power.

Market research agency ThinkNow has been tracking the Bidimensional Identity Measure (BIM) for the past several years among a nationally representative sample of Hispanics, Blacks, Asians, and non-Hispanic Whites. The measure, which partnered with Dr. Jake Beniflah and the Journal of Cultural Marketing Strategy, proposes that multigroup identity must be measured bi-dimensionally to account for the multi-racial collective identity, multi-ethnic, and multicultural U.S consumer.

The BIM model consists of two subscales: the Multigroup Ethnic Identity Measure (MEIM-R) and American Identity Measure (AIM), which simultaneously measure one’s ethnic and American identity to help corporations understand the multi-dimensionality of the U.S. population.

Data findings highlighted a decline in American Identity Measure (AIM) key metrics among Hispanic, Black, and Asian respondents from August 2019 to October 2020, while AIM measures remained relatively stable among non-Hispanic White respondents. Respondents were asked to rate a series of statements regarding their American identity in August of 2019 and again in October 2020.

The study’s data showed:

Black respondents experienced the sharpest drop in feeling like they have a strong sense of belonging to the U.S., from 67% in August of 2019 to 53% in October of this year.
Asians experienced a 5% drop in affinity, from 66% to 61%.
Hispanics and non-Hispanic whites stayed relatively consistent in their sentiment.

Wondering how this plays a role for your business? Because cultural identity and a sense of belonging in the U.S. can play an important role in gauging multicultural audience beliefs and preferences, staying up to date with the latest national and local current events can inform your business’ messaging for more thoughtful and effective marketing campaigns.

To get a better idea, see how the events that unfolded in 2020 affected the digital marketing space by reading our post .

5. Find Ways to Get to Know and Give Back to your Local Community

A May 2019 survey by Adobe found that many U.S. adults now see diverse and inclusive ads as a requirement, not a bonus. Survey findings showed:

62% of U.S. adults said diversity in a brand’s advertising had at least some impact on the way they perceived that brand’s products and services.
24% reported that diversity in a brand’s advertising had a “major” impact on their perception of that brand.
More than six in 10 (61%) respondents said diversity in ads was somewhat important or very important, and 38% said they’d be more likely to trust a brand that showed diversity in its advertising.
Non inclusive brands risk backlash from consumers who feel maligned or marginalized by them. More than one-third (34%) of US adults said they either temporarily or permanently stopped supporting brands they felt did not represent them.
Of surveyed consumers, significantly higher percentages of LGBTQ (58%), African American (53%), and Hispanic respondents (40%) stopped supporting brands that they felt did not represent them.

Although every company is different, inclusive and accessible ads can provide a solid foundation to get started with inclusive and diverse marketing.

To sustain momentum and make a lasting difference, many experts agree that best practices include diversifying and empowering your teams, creating experiences that resonate and are authentic to your audiences, and committing to doing better.

As a local business owner, this could include partnering with a multicultural marketing agency to build better, more inclusive campaigns, or organizing events to give back and get to know your local community. Learn more about using local business strengths to your advantage in our article here.

Whichever routes you choose, there’s no doubt that implementing inclusive marketing practices is a win-win. Not only can it make audiences feel seen and included, but it can also drive business growth for years to come.

How to Get Started with Digital Marketing

There are many ways to get started with digital marketing, but if you’re looking to partner with an experienced team who can guide you through the process, we’ve got you covered. Feel free to contact one of our expert digital marketing consultants or find a location near you today.

General questions ? We’re happy to answer those too. Looking forward to hearing from you!

10 Must-Know Hispanic Marketing Facts to Grow your Business

Thu, 10 Dec 2020 16:43:31 GMT

From their rapidly growing population size, increasing economic power, rising cultural influence, and more, U.S. Hispanics are a major force and key demographic. We’ve compiled 10 Hispanic marketing facts to give you additional insights as to why you need to be reaching this group ASAP.

Ready to grow your business? Keep on reading!

1. U.S. Hispanics are 41% more likely than other groups to connect with brands through social media.

Looking for an effective way to make connections and engage with Latino audiences? Social media is a great place to start.

Of all social media channels, Facebook, Instagram and Snapchat take the lead. Want to learn more? Check out our social media marketing services .

Want to see an example of Hispanic social media advertising in action? Read our branded content case study to see how Facebook played a major role to inform Hispanic audiences in the Colorado market. See more success stories .

2. Latinos are 25% more likely than other consumers to use social media to review a product or service.

Online reviews can be make or break. You wouldn’t want to use a product or service if your friend or family member told you they had a bad experience, and word of mouth goes for what people on the internet say too.

Because Latino consumers are more likely to be vocal about brands and businesses online, make sure your business keeps its online presence up to date by regularly checking and responding to reviews.

Leading the pack with the online review trend are Hispanic millennials -- they’re a whopping 46% more likely to review products or services via social media. If your business isn’t catering to this demographic, the time is now. Read our post about marketing to Latino Millennials for an in-depth look.

3. 27% of U.S. Hispanics live in multigenerational family households.

Word of mouth plays an ever bigger role among immediate and extended family. Chances are, you and your family members have watched TV or streamed video online together at some point. With larger families and multigenerational households, ads tend to be amplified among additional members -- giving these ads a broader reach and overall greater potential to make an impact.

It also helps to consider how media consumption can differ among multigenerational Latino households. While older Hispanics tend to consume more traditional TV, younger generations may be more apt to use social media and/or online video streaming.

4. Hispanics are 34% more likely than average to watch live TV on their mobile phones.

Given that this group over indexes on mobile use, you’re missing out on prime advertising opportunities if you're not reaching Hispanic audiences on their mobile devices.

Online video streaming via mobile is an excellent way to reach Hispanic consumers where they’re already spending significant amounts of time. This is a great platform to reach Millennial and Gen Z Hispanics in particular, who are more likely to use their phones to stream their favorite content compared to other age groups.

5. The U.S. Hispanic population is one of the country’s fastest-growing population segments, accounting for 56% of U.S. population growth over the last two decades.

At 62.8 million members and counting, the U.S. Latino population is a force to be reckoned with -- and it’s only expected to continue growing.

Currently, Hispanics are projected to drive 62% of the total U.S. population growth through 2025. As a crucial growing population segment, the group’s spending power is set to grow along with them -- making it a vital time for businesses to begin nurturing these relationships if they haven’t already.

6. Hispanics are the highest-spending minority group in the United States.

Big spending doesn’t just happen out of nowhere. In terms of income, the aggregate annual household income of the U.S. Hispanic market now tops $1.28 trillion.

Given these staggering numbers, why are so many brands and businesses still failing to reach them?

As a culturally complex population, the U.S. Hispanic market has been known to be challenging for brands and businesses to reach effectively. Considering that Latinos are from/descended from over 30 Latin American countries, Hispanic marketing campaigns that address this diverse group as a monolith have done both themselves and Latinos a huge disservice by lacking nuanced approaches.

Being aware of differences in interests, customs, and language preferences can allow businesses to successfully target Hispanic consumers with ads that resonate. Not sure how to do this? Hiring a Hispanic digital marketing agency is a great way to ensure that your business is culturally sensitive and relevant. Learn more about our cultural affinity model to see how we take all angles into account.

7. Spanish-language ROI has increased +40% in the last 3 years.

From 2017 to 2020, the return on investment for Spanish-language TV ads increased 40%.

To reach older Latinos who primarily spend their media time with TV in Spanish, broadcast TV ads present plenty of excellent opportunities. Coupled with 360 digital integrations, businesses can extend that reach to the entire family too.

Ultimately, brands and businesses that take the time to invest and engage with Hispanic consumers of various demographics now can see greater returns on their investments for better business results long into the future.

8. When addressable tactics are applied to Spanish language audiences, ROI improves by an additional 1.5X above the general market.

Spanish language audiences are perfect candidates for targeted messaging driven by data insights.

When it comes to ads that are tailored to their interests and backgrounds, Hispanics outperform the general market in terms of receptivity -- enabling a greater return on investment for businesses that reach them with personalized messaging.

9. Across every platform, Spanish-language ads are 2x more effective among Hispanics than ads in English.

As avid digital consumers, Hispanics have quickly adopted new technologies and have responded more positively to advertising in Spanish across devices and digital ad platforms.

While language preferences can differ based on factors such as age, immigrant generation, interests, etc., it’s clear that Spanish-language ads still have a solid footing among U.S. Latino audiences.

Given the varying preferences among this group, Hispanic marketing is an art and a science -- making it extremely difficult for businesses to get right on their own. For tips on choosing a local Hispanic marketing agency to help you out, read our post .

10. Serving a Spanish-language online video ad in a Spanish context is 80% more effective than placing that content in an English native online video environment.

Online video is a powerful tool to reach U.S. Hispanic audiences. It can be especially powerful when used during emotional moments, social interactions, and branding sequences for your business.

While some ads try to go the Spanglish route, keep in mind that switching between languages can easily be draining or come across as disjointed for viewers.

How to Get Started with Hispanic Marketing

As you can see, there are plenty of benefits to reaching the U.S. Hispanic market -- and there are also plenty of layers to Hispanic marketing in order to reach this audience effectively.

While there’s a lot that goes into it, it doesn’t have to be difficult. Feel free to contact one of our expert digital marketing consultants or find a location near you to see how you can begin or improve upon your Hispanic digital marketing journey.

General questions ? We’re happy to answer those too. Looking forward to hearing from you!

5 Ways Latinos Took Center Stage in 2020 (Plus Our Tips for Building Better Hispanic Marketing Campaigns)

Thu, 03 Dec 2020 18:29:01 GMT

From music, entertainment, voting, and more, 2020 was a monumental year for Latino audiences across the nation. Keep reading for a recap of some of the biggest events in Latino culture -- plus, discover how you can use these insights to build better Hispanic marketing campaigns and ultimately grow your business.

Here’s an overview of what we’ll be discussing:

1. Making A Mark in Music - Latin Music Rose to the Top of the Charts
2. Taking the Entertainment World By Storm - Latinos Stepped into the Spotlight
3. Performing in the Super Bowl Halftime Show - Latina Performers Delivered a Show Stopping Performance
4 .Voting in Record Numbers - U.S. Hispanics Took to the Polls in a Historic Voting Year
5. Stimulating the Economy - Latino Influence and Consumption Continued to Grow

Questions or comments? Contact us !

1. Making A Mark in Music - Latin Music Rose to the Top of the Charts

2020 was a huge year for Latin music. Listeners everywhere flocked to Latin music artists’ songs and streamed them in record-breaking numbers. For instance, Puerto Rican rapper and singer Bad Bunny (born Benito Antonio Martínez Ocasio) was the most-streamed artist of 2020 worldwide , with 8.3 billion streams on the app this year.

This trend has continued from last year, with Spotify revealing that he was fifth in their list of top artists. From the Spotify app alone, Bad Bunny acquired about 20 billion total plays with over 50 million monthly listeners. The good news doesn’t stop there -- he also earned two Grammy nominations, took home two American Music Awards, and won a Latin Grammy for Best Reggaeton Performance.

As if this doesn’t already signal a huge market for Latin music and Hispanic culture, Colombian reggaeton singer J Balvin also made Spotify’s top five most-streamed artists list this year. You may be wondering: what does this mean in terms of Hispanic advertising?

The demand for Latin music is at an all time high, as is the popularity of digital audio. For instance, 85% of Hispanics listen to audio content online, with 90% using digital audio platforms or services to stream radio or music. In comparison, 75% of U.S. internet users listen to digital audio .

Brands and businesses that are looking to make meaningful connections with Latino audiences can find exactly what they’re looking for by advertising via digital audio. For an in-depth review of why digital audio is crucial to Hispanic marketing, check out our full article here . Plus, feel free to see our digital audio products as well as our brand new El Boton offering to reach listeners on their favorite stations in-app.

2. Taking the Entertainment World By Storm - Latinos Stepped into the Spotlight

Historically, Latinos have lacked access to major Hollywood roles and executive positions. Fortunately, things are starting to change. This year, a brand new initiative to combat this issue and provide Latino talent across the entertainment industry with opportunities was implemented with an overall goal to double Latino representation in Hollywood by 2030.

The star-studded list of proponents include Eva Longoria, J.J. Abrams, Zoe Saldana, and others - plus initial funders including the Annenberg Foundation, WarnerMedia, and Endeavor Content have made it clear that major industry players are banking on Latinos.

In one of several examples of increased media representation, the Netflix original show Gentefied has been picked up for a second season thanks to its successful debut earlier in the year. The show, created by Chicano first-gen writers, is a half-hour dramatic comedy that follows three Mexican-American cousins who navigate modern-day dilemmas of Hispanic-American identity, class, and social media.

Latino viewers are hungry for more content and representation like this across their favorite platforms. For instance:

While average TV viewers spend 43% of time with live TV and 35% with streaming services, Hispanics split their time 40% on live TV and 40% on streaming, with the remainder of time on other devices.
In-language content that is culturally relevant is an opportunity for advertisers. For instance, almost 9 in 10 bilingual Hispanics watch some Spanish language television.
About half (50%) say it’s important to have access to content created for them.

Reaching Latinos as they watch their favorite movies and shows via online streaming is an excellent way to broaden your reach and increase awareness among this influential group. Don’t forget to include both English and Spanish language ad options to forge meaningful connections.

Check out our article on the prevalence of online streaming among Latinos by clicking .

3. Performing in the Super Bowl Halftime Show - Latina Performers Delivered a Show Stopping Performance

Each year, all eyes are on the Super Bowl halftime show as celebrated performers entertain millions of fans who tune in. This year, Latina singers Jennifer Lopez and Shakira took center stage in the first ever Latina-led halftime show.

In an interview, Javier Farfan, the NFL’s Cultural Marketing Strategist, emphasized the importance of Latino consumers in the U.S demonstrated in the 2020 Super Bowl’s Hispanic focus .

He explained, “We have to be culturally relevant. As you think about our fan base continuing to grow and look at the future, the growth is going to come from the Latino fan. The halftime show — we partnered with Roc Nation and Pepsi to pick these two Latina women because they talk about the spectrum of who a Latino is in this country. One sings in Spanish, another sings in English. One born here, one born in Colombia. It was the perfect mix.”

Evidently, the NFL recognized the massive power and diverse nature of Hispanic culture and the Hispanic consumer, resulting in a successful and memorable show that was praised by fans everywhere. Although a large portion of viewers tuned in via traditional cable TV, growing audiences streamed directly on sports-related CTV/OTT apps.

As a result of these insights, adding CTV/OTT components to your Hispanic marketing campaign is a great way to reach Latino audiences while they stream online.

4. Voting in Record Numbers - U.S. Hispanics Took to the Polls in a Historic Voting Year

In a record-breaking election that had Americans and the world at large on the edge of their seats, both President Donald Trump and President-elect Joe Biden benefited from a high turnout of Latino voters across the United States. If there’s anything that this election solidified in terms of the Latino vote, it’s that Latinos are an extremely diverse group with a wide range of political beliefs. Support for Biden or Trump among 32 million eligible Hispanic voters differed tremendously across various parts of the country.

For instance, according to a nationwide CNN exit poll , Biden captured 66% of Latino votes across the country, while Trump received 32%.

Experts from prominent Latino political advocacy groups across the nation have used the results of this election to urge officials to recognize the immense power that Latinos hold in the U.S. These groups have emphasized that this election's results should send a resounding signal to both parties: connecting with Latinos and understanding their political identity is key.

5. Stimulating the Economy - Latino Influence and Consumption Continued to Grow

It’s currently estimated that Hispanics account for one out of every six Americans , and their aggregate buying power is larger than the GDP of Australia. That’s a lot of spending power!

In addition to their combined economic influence:

Relative to the overall U.S. market, Latinos have faster population growth, a high labor-force participation rate, and the increased ability to spend as consumers.
In less than a decade, product and services consumption among U.S. Latinos increased by 42%.
Consumption increased at a rate that is 72% faster compared to non-U.S. Latinos from 2010-2017.

Despite the massive influence that Latino consumers possess, research shows that brands typically only allocate 5% of their total media budgets toward multicultural media -- even though multicultural audiences (which include Hispanics) can oftentimes represent up to 40% of the total target audience universe.

As key decision makers within their households, Latinas are also a major force that is often mistakenly overlooked. Check out the facts below:

How to Get Started with Hispanic Digital Marketing

2020 was a major year in more ways than one -- and it also brought Latino culture and the importance of marketing to Hispanic audiences to the forefront. That being said, the need for a Hispanic digital marketing strategy has never been more crucial.

Wondering how you can get started? Feel free to contact one of our expert digital marketing consultants or find a location near you .

General questions ? We’ll answer those too -- we look forward to speaking with you!

Everything You Need to Know About Ecommerce and Ecommerce Marketing

Wed, 25 Nov 2020 18:26:01 GMT

While this year might have been tough for many of us, ecommerce can’t relate. Keep reading to learn more about ecommerce and ecommerce marketing after its most successful year ever. Plus, see how you can create the best digital storefront possible -- no matter how big or small your business is.

Here’s a recap of what we’ll be discussing:

What is Ecommerce?
Ecommerce: A Year in Review
How to Get Started with Ecommerce
Consumers Want a Human Experience
What are the Best Platforms to Use for Ecommerce Marketing?
Search Engine Marketing
Email Marketing
Multichannel Marketing
How to Get Started with Digital Marketing

Questions or comments? Contact us !

What is Ecommerce?

M any people automatically think of Amazon and the biggest household names in the industry when they think of ecommerce, however, the term simply refers to any transaction of products or services that takes place online.

You don’t need to be Jeff Bezos in order to build out your very own ecommerce business -- small businesses of all kinds can (and should) get in on the action too. Not convinced yet? Time to review the monumental year ecommerce has had.

E commerce: A Year in Review

U.S. ecommerce has grown more than 30% in 2020 alone, accelerating the already rapid online shopping shift by two years, according to eMarketer. Largely due to the pandemic and looming safety concerns, shoppers everywhere have realized that they can also save time thanks to this convenient method.

From takeout dinners to grocery shopping, ecommerce has taken practically every industry by storm -- and consumers aren’t planning on leaving it behind once the pandemic improves. One survey found that of the consumers who began ordering groceries online during the COVID-19 pandemic, 75.8% will continue to do so after the crisis, and 80% of them are ordering more than they did pre-pandemic.

It’s clear that safety and convenience is of utmost importance, which transcends age groups. While younger audiences were known to be the primary demographics who would shop and order online, the pandemic has persuaded people of all ages to give it a try -- meaning that ecommerce has surged partly thanks to its more recent older converts who weren’t previously comfortable using it.

Curbside pickup options have also skyrocketed, since it offers a happy medium for consumers who don’t want to shop in-store and who don’t want to pay extra delivery fees. For instance, a July 2020 research study from CommerceNext and CassarCo Strategy and Analytics found that 43% of internet users within the U.S. said that they used curbside pickup for the first time during the pandemic.

Want more marketing insights based off of what we’ve learned from 2020? Read our post .

How to Get Started with Ecommerce

Consumers flock to online shopping for its ease and convenience, plus the added bonus of safety and social distancing. Making your business’ website as easy to use as possible will ensure a positive user experience and make things easier for everyone involved.

Above all, 78% of mainstream consumers say it is most important for a website or app to be fast and easy to navigate. While you might think flashy animations look great, anything that creates a longer page load time can deter users from staying on your site. The same goes for the online shopping checkout process as well, with 83% of mainstream consumers wanting a checkout process that’s quick and easy.

Plus, don’t forget to be inclusive by offering a Spanish version of your offerings, especially if your area has a large Spanish-speaking Latino population. Learn more about reaching growing Latino audiences by reading our article on the importance of Hispanic digital marketing and multicultural marketing.

With major changes to their everyday lives, consumers also have major expectations for their online experiences. A survey conducted by Experian in September of 2020 found that:

60% of consumers worldwide have higher expectations for their digital experience than they did prior to COVID-19.
One third of shoppers will abandon their online shopping carts within 30 seconds, especially once they access their financial accounts
70% of firms are focusing on fraud prevention over revenue generation to protect their online transactions.

Given these higher expectations, what exactly does a seamless experience look like? For one, optimizing your website's design across desktop, mobile, and tablet formats is essential. Next, you should focus on tackling or preventing the most common issues users have with the online shopping experience.

For instance, online shopping cart abandonment and fraud tend to be the biggest pain points among both brands and consumers alike. Make your site easy to navigate by hiring experts and choosing an ecommerce solutions platform.This will ensure that your web design and user experience is up to par, while also optimizing for the latest online shopping features.

Don’t forget to keep safety in mind as well by making sure measures are in place for secure transactions. Plus, stay on top of shipping options, costs, and delays, which also play a big role in cart abandonment.

Consumers Want a Human Experience

Whether they’re online shopping or not, shoppers want to feel like they’re interacting with a human, not just a website interface. It might sound counterintuitive to make online shopping feel more like in-store shopping, but consumers want the best of both worlds.

Offering alternatives like video chat or chatbots to communicate in real time is an added step that can make a huge difference. Plus, access to customer reviews and FAQs can provide an extra boost by making people feel at ease throughout their shopping experience.

Experiences that feel more personal and human can also increase loyalty. For instance, recommending certain products or services based on previous purchases or offering a loyalty program with special promotions can make shoppers feel taken care of -- which will make them want to return.

What are the Best Ecommerce Marketing Platforms?

Many businesses offer ecommerce options these days, so how can you make sure your online business gets the attention it needs? We’ve got you covered. Check out our top suggestions below!

Search Engine Marketing

Ecommerce wouldn’t exist without online search. That being said, staying on top of search trends and optimizing your paid search strategy is crucial. Pay close attention to mobile search as well, which has seen a major spike in popularity as people are increasingly searching while they’re on-the-go and looking for products and services near them.

Google’s 2020 retail holiday guide findings show that:

Searches for “curbside pickup” are up 3,000% year-over-year.
Searches for “click + collect” are up 600% globally.
Year-over-year, 61% of U.S. shoppers feel that in-store or curbside pickup is an advantageous way for them to shop, even after all restrictions come to an end.

Facebook’s holiday insights report for 2020 echoes similar sentiments, stating:

Online shopping trends will continue over the holiday season with 43% of people surveyed saying they expect to shop online more frequently after the outbreak is over.
Among those surveyed, an average 72% of Gen X and 50 percent of Boomers say they’re spending more time on mobile during the COVID-19 outbreak.
While digital adoption had already been growing, the COVID-19 outbreak has accelerated this trend, particularly encouraging older generations to embrace Ecommerce.
Of the surveyed Gen X and Boomers who shop online, on average 44% and 30% respectively said they are spending more time shopping online.

For an in-depth look into search engine marketing and its benefits, be sure to check out our article .

Email Marketing

Over half (59%) of consumers say that email marketing influences their purchasing decisions, making email marketing a perfect way to inform both new and existing customers about the latest sales and inventory changes taking place at your business.

Whether you’re a legal firm offering new online consultations or a grocery store wanting to send out a flyer of weekly specials or delivery options, email is a simple yet effective way of delivering your message.

Because email is so widely used, you may be wondering how you can make your business’ marketing emails stand out. Think about it, would you be more interested in a generic email or one that reads as if it’s tailored to you and your interests?

According to one research study, personalized emails can produce a transaction rate of 6x higher than those of other marketing emails -- email is the place to keep things personal! The best way to do so is through email automation technology, which can track performance and allow for customization tailored to your target audience.

If you’re not sure how to get started on your own, take a look at our email marketing offerings or contact us for more info.

Multichannel Marketing

Multichannel marketing refers to marketing campaigns that utilize multiple platforms at once. At the most basic level, multichannel marketing can allow your business to reach and engage with more people by addressing them across several platforms.

That being said, 360 campaigns can offer a more holistic approach by addressing users and their needs at varying stages of the purchase funnel. From building awareness, generating leads, or converting customers, every digital platform serves its own unique purpose at different phases of the purchase journey.

If you’re looking to take things to the next level, you can consider retargeting options, which allow your business to engage with the same consumers on several platforms to stay top of mind.

360 campaigns can also provide key insights into which platforms perform the best for your ads -- so you can optimize for future campaigns accordingly. When it comes to digital marketing, the more platforms the merrier! See some of the stats below for more info.

Want to see case studies from businesses who have leveraged real results from 360 marketing campaigns? Visit our success stories page .

How to Get Started with Digital Marketing

These days, staying up to date with the latest consumer insights and preferences is make or break. There’s a lot to consider when building your online presence and digital marketing strategy, but you shouldn’t have to go it alone.

Whether you’re looking for expert web design, digital marketing planning, strategy, or execution, we have the solutions you've been looking for. Feel free to contact one of our expert digital marketing consultants or find a location near you for more information.

General questions? We’re happy to answer those too -- contact us !

3 Marketing Mistakes Local Businesses Often Make (Plus Tips for Getting it Right)

Thu, 19 Nov 2020 15:46:25 GMT

Running your own local business is hard work, but many small businesses unintentionally make things harder on themselves by making costly marketing mistakes. Learn the top three marketing mistakes local businesses often make, along with our tips for avoiding them and getting it right.

Here’s a recap of what we’ll be discussing:

Not Using Digital Marketing
Not Reaching a Wide Enough Audience by Failing to Include a Multicultural Marketing Strategy
Not Getting Help from Experts

Questions or comments before we get started? Feel free to contact us here !

1. Not Using Digital Marketing

When business owners and consumers alike think of local marketing, traditional advertising tends to come to mind. While there’s nothing wrong with traditional marketing, many businesses miss out on major opportunities by not taking advantage of digital marketing and its unique targeting capabilities.

A common misconception about digital marketing is that it’s more expensive than traditional marketing or that it’s too complicated to get started with. In actuality, digital marketing can provide a great return on investment and can be highly customized to reach targeted audiences for maximum impact.

How to Make the Most of Local Digital Marketing for your Small Business

Digital marketing encompasses a wide range of online mediums. When marketing digitally at a local level, there are several important questions to keep in mind:

Who is your target audience?
Which digital platforms are preferred among your target audience?
Which creative messaging and tactics are best for reaching consumers in your area?

First and foremost, your target audience will play a big role in determining which services you use. For instance, older audiences may be best reached via email through email marketing, whereas younger audiences may be better suited for a social media or YouTube strategy where they spend more of their time online.

Either way, as a result of digital transformation and the pandemic, there are several platforms that are a perfect fit for local businesses among a wide range of audiences. Check out our recommendations you can’t go wrong with below!

Why Use Search Engine Marketing?

Search engine marketing has emerged as a key player amid the pandemic since, let’s face it, we’re all taking to the internet to answer all of our questions ranging from what’s for dinner to how much longer this quarantine is going to last.

This method is also increasingly popular as a long term strategy since a sustained search engine marketing plan can help your business’ name and information rise to the top of the search engine results pages (also known as SERPs). Users are increasingly adding “near me” to their searches, making a localized online presence in your geographical area crucial.

Keep in mind that keywords and search engines change over time according to the latest algorithms, and know that major growth is unlikely to happen overnight -- good things take time. However, if you’re planning ahead for your business’ future success, a search engine marketing strategy is a great way to ensure you’re prepared.

Search plays a significant role in ecommerce too, which has soared to new heights in 2020. For instance, eMarketer estimates that 72.2% of ecommerce channel ad spending this year falls into the search category. Want to learn more about using search engine marketing to grow your small business? Check out our article for the full scoop .

Why Use Email Marketing?

While email marketing may not be the flashiest digital marketing method that comes to mind, it’s one of the most reliable and provides one of the highest returns on investment. Believe it or not, email generates a whopping $38 for every $1 spent , giving it a 3,800% ROI. Evidently, if you’re looking to stretch your marketing dollars, email is an excellent option.

From sending out weekly or monthly newsletters to potential clients, to alerting consumers in your area to your business’ latest sales offers, email marketing is an easy and effective way to increase awareness and leads for your business, and can allow you to customize your messaging to connect meaningfully with recipients.

The Covid-19 pandemic has given email marketing an added boost, with email open rates skyrocketing in the third quarter of 2020 as consumers continued to do more of their shopping online. According to a recent study , promotional emails generated 10.18% in the third quarter, which is a 22.12% increase compared to the same period last year. Additionally, automated messages received a 34.08% average open rate -- a 10% jump compared to the third-quarter of 2019. That being said, the trick is to automate and personalize your email marketing campaigns to build strong relationships with consumers that will motivate them to take next steps.

Why Advertise on Connected TV/OTT?

Connected TV/OTT advertising has had quite a spectacular year. To be fair, it was expected to continue performing well as it had in previous years, however, the scale of this platform’s growth has been astronomical. From a pandemic perspective, this makes perfect sense. More people at home binge watching their favorite shows and movies on streaming platforms = more people watching ads on said platforms and taking action.

A recent eMarketer projection found that:

In 2020, US CTV ad spending will total $8.11 billion and will increase to $11.36 billion in 2021.
By 2024, it’s expected to reach $18.29 billion -- more than double the amount spent this year.
Of all CTV ad revenues, roughly half are spent on YouTube, Hulu, and Roku.

With CTV/OTT becoming more popular, it’s no longer just young audiences who are tuning in. For instance, across age groups within the U.S., 45.7 million viewers are Gen Z, 56.5 million are millennials, 48.5 million are Gen X, and 32.8 million are baby boomers. From your grandma to your teenage kids, everyone is hopping on the video streaming bandwagon. If these words sound like a bunch of gibberish to you or if you’d simply like to learn more about what they mean, read our article for the top terms you need to know . Plus, learn more about the topic of online streaming .

2. Not Reaching a Wide Enough Audience by Failing to Include a Multicultural Marketing Strategy

Local audiences aren’t all the same, and assuming that they are is another major mistake. Many small businesses miss out on potential loyal customers by failing to reach audiences of all backgrounds. For instance, many areas across the U.S. are diverse, yet brands and businesses only aim to reach the “general market,” which is quickly becoming smaller as multicultural audiences grow in numbers.

After a string of social justice events on global, national, and local levels this year, both brands and marketers everywhere are placing an emphasis on reaching multicultural consumers. Read more about this in our 2020 recap , along with our top tips for running successful digital marketing campaigns in the upcoming year.

Recently, market research firm ThinkNow released a report highlighting the impact that culture has on multicultural consumer identity, along with how cultural values and identity can play a part in the purchase process. For instance, preferences and behaviors can fluctuate depending on who is addressing multicultural groups (work settings, advertisements from media companies, friends, family, etc.) as well as how individuals choose to identify.

Since 2020 was a year that brought race, ethnicity, and identity in all of its forms to the forefront, multicultural consumers have developed higher standards when it comes to which brands and businesses they support. Make sure your business is doing its part to reach them authentically and meaningfully, or else you’re missing out on their business both now and in years to come.

For more on this topic, check out the stats below, and don’t forget to read our posts about the importance of multicultural marketing and the most common misconceptions brands make about U.S. Latinos .

3. Not Getting Help from Experts

Save the DIY attitude for later! A comprehensive marketing plan cannot be done in a “set it and forget it” way, and unfortunately, many small businesses end up losing money by attempting to do their marketing themselves than if they would’ve hired professionals in the first place.

Marketing your business can be daunting, but it shouldn’t have to be. With the help of expert digital marketing consultants, your business can reach the right people in your area at the right time to ensure better results. Plus, an expert's entire job is to help your business grow and gain clients, so you can focus on what you do best and run your business.

You don’t have to spend a ton to get a ton of value. As you run your initial digital campaigns, your marketing agency of choice can track what’s working well and what isn’t so that you can optimize for the future. Not sure how to pick a local marketing agency near you? Read our top tips on making your choice here.

Aside from marketing help, there are plenty of organizations and companies that are looking to lend small businesses a hand during this time. Running your own business is no joke -- and you should take advantage of the free tools, grants, and resources if you can. Major companies such as the UPS Store, Vistaprint, American Express, and more are providing resources for small businesses. Want more info? Our small business resources article provides an in-depth overview of available resources.

How to Get Started with Digital Marketing

Curious about getting started with digital marketing or have questions about the process? We’ve got you covered.

Feel free to contact one of our expert digital marketing consultants or find a location near you today for more information.

We look forward to hearing from you!

A Year in Review: How 2020 Reshaped Digital Marketing (and Our Top Marketing Tips for 2021)

Thu, 12 Nov 2020 18:11:53 GMT

2020… what a year. Not only was it quite a year generally speaking, but it also significantly reshaped the world of digital marketing and accelerated digital transformation that has long been on the way. From a global pandemic, new U.S. president, social movements, and more, find out how the chaos of 2020 changed digital advertising, and how you can best prepare for 2021.

Here’s a sneak peak:

Social Movements Across the Country and Globe Brought Multicultural Marketing to the Forefront
Hispanic Marketing has Grown Alongside a Growing Hispanic Population
The Covid-19 Pandemic Changed Everything for the Long Haul - Including Marketing and Consumer Behavior
Connected TV Had its Best Year Ever
Online Shopping Skyrocketed
Presidential Elections and a Potential New Vaccine Offer Glimpses of What May Lie Ahead
How a New Presidency Might Affect Marketing in 2021 and Beyond
How a Potential Vaccine Could Affect Marketing Moving Forward
How to Get Started with Digital Marketing

Questions or comments? Contact us for more info.

Social Movements Across the Country and Globe Brought Multicultural Marketing to the Forefront

Previously, the idea of multicultural marketing and inclusive marketing wasn’t a priority within most digital marketing strategies, with many brands and businesses putting it on the backburner. Not anymore -- after a chaotic year that sparked social movements and conversations all over the country, consumers began to ask themselves what brands were doing to represent and support them.

Much of the recognition brought to inclusive marketing and multicultural marketing has stemmed from the budding activism among Gen Z and Millennial age groups across the country, in part due to their groups also being the most diverse of any other age demographics (Learn more about how age demographics can affect your marketing strategy by checking out our article ). If 2020 has shown us anything about consumer behavior, it’s that consumers are placing an emphasis on the idea of voting with their dollar. It’s not enough to just have a great product or service -- your business can benefit greatly from sharing values of inclusivity and community.

It’s no longer a secret that multicultural consumers are projected to become the majority in the U.S. within the next twenty years, and many brands learned this the hard way by losing out on potential business as a result of not connecting with influential multicultural audiences. Inclusive marketing solidified itself as a win-win situation. Not only can members of the public see themselves positively portrayed and play a role in the conversation, but brands and businesses can also reach wider audiences and forge powerful relationships with potential customers.

Emarketer suggests that marketers, brands, and businesses can benefit from devoting time to reaching historically underrepresented groups including women, racial and ethnic minorities, multicultural groups, LGBTQ individuals, as well as people with disabilities. Why? Well, these groups hold a significant amount of buying power -- and they're also more likely to support brands that can understand their needs and connect with them in an authentic way. What does “authentic” really mean? Read our post about the importance of multicultural marketing for an in-depth perspective.

Hispanic Marketing has Grown Alongside a Growing Hispanic Population

One of the largest demographics within the multicultural framework is U.S. Hispanics, who make up roughly half of the population growth taking place in the country. While immigration from Latin American countries has been slowing, the majority of births are taking place within the U.S., driving a sizable 1.2 trillion dollar Latino consumer market.

Brands have taken notice, and they’ve also made their fair share of faux paus when they haven’t taken acculturation factors into account. Repeat after me: Latinos are not a monolithic group! While some cultural values and traditions overlap among Latinos, each country of origin is different and every Latino’s preferences and experiences vary depending on circumstances such as where they were born, which generation they were born into, what their age is, etc. For more on acculturation, see our model here or read our post about how to market to Latinos of all backgrounds.

Want to know the best way to market to Latinos in a way that actually resonates? Simply put: This is not the time to DIY. Given the many intricacies of multicultural marketing, choosing a local agency that knows everything there is to know about Hispanic marketing and Latino culture is the way to go. Not sure how to get started? Contact us for more information or learn how to pick the perfect Hispanic marketing agency in your area .

The Covid-19 Pandemic Changed Everything for the Long Haul - Including Marketing and Consumer Behavior

At this point, you’re probably sick of seeing the word “Covid-19,” and “pandemic.” You’re probably also sick of seeing the words “unprecedented,” and “new normal,” too -- but that’s besides the point. We’ll cut to the chase since we all know far too well how this year has changed practically everything we thought we knew.

C onnected TV Had its Best Year Ever

We’ve all spent questionable amounts of time plugged into our digital devices, from scrolling through our social media feeds for hours to binge watching the latest series that everyone’s been talking about. As a result, digital marketing trends that were already projected to grow this year in 2020 have grown even bigger than marketers could have ever imagined. Remember all the binge watching? That brings us to our next point: Connected TV -- it’s here to stay.

Check out these impressive CTV statistics from eMarketer below:

In 2020, U.S. connected TV ad spending will total $8.11 billion and will increase to $11.36 billion in 2021.
By 2024, U.S. CTV ad spending will reach $18.29 billion, more than double the amount spent this year.
Younger audiences are more likely to be CTV viewers, but older demographics are catching up -- U.S. CTV viewers in 2020 will total 45.7 million for Gen Z; 56.5 million for millennials; 48.5 million for Gen X; and 32.8 million for baby boomers.

P.S. If you haven’t added CTV ad spend to your 2020 holiday marketing plans, it’s never been a better time to get started. Check out our CTV video ad offerings and holiday marketing tips for more details!

Online Shopping Skyrocketed

With coronavirus fears and safety issues at hand, online shopping also took off to astronomical proportions, and many consumers plan to keep it that way well into the future. Comfort and convenience take the prize this year. Research from Statista shows that online shopping has not only gained popularity, but frequency among online shopping enthusiasts has gone up too. For instance:

75% of online shoppers shop online at least once a month.
20% shop online once a week.
24% shop online once every two weeks.
31% shop online once a month.

That being said, if your business hasn’t yet implemented online alternatives for consumers, you’ve been missing out!

Presidential Elections and a Potential New Vaccine Offer Glimpses of What May Lie Ahead

How a New Presidency Might Affect Marketing in 2021 and Beyond

If there’s anything we can take away from the wild ride that was the year 2020, it’s that nothing is certain. While we can’t be 100% sure of what lies ahead, there are factors that could influence what the next few years might look like from a marketing perspective. For instance, this year’s election had us all on the edge of our seats after a record-breaking voter turnout. While a new president won’t necessarily change marketing in its entirety, it could play a role when it comes to legislative areas such as data privacy, antitrust action, net neutrality, and consumer-facing outreach between brands and the public.

As we discussed earlier, tensions across the country the past few years, and specifically during the latter half of 2020, gave rise to purposeful marketing campaigns where consumers joined in by voting with their wallets -- and protested with their wallets by boycotting companies that didn’t live up to their standards.

Brands and businesses will need to be especially careful with their marketing messaging in 2021 to avoid possible PR nightmares, which we’ve seen our fair share of this past year. Regardless of what does or doesn’t get implemented policy-wise under Biden’s presidency, consumers are still increasingly interested in how companies are doing their part -- not only for their communities, but for the issues they identify with too.

How a Potential Vaccine Could Affect Marketing Moving Forward

Recently, pharmaceutical company Pfizer announced that it was wrapping up working on a vaccine that it says is 90% effective against Covid-19. If the vaccine is implemented, this could be one way the country and world can move forward after the devastating toll that the pandemic has had.

In a best case scenario, businesses that got hit the hardest due to the pandemic such as restaurants, bars, hotels and conference centers might be able to slowly get back on their feet. However, we still have to hold our breath, since a wide distribution of the vaccine will not happen overnight, if it happens any time soon at all. Businesses also need to consider that even if a vaccine is implemented, many consumers will still opt for the online alternatives they’ve come to love this year, whether it’s for convenience or to be on the safe side.

If there’s anything we’ve learned after the pandemic, it’s that adapting and being quick on your feet is vital -- and consumers who value what your business has to offer will try their best to support if they feel cared for. Regardless of what happens, giving consumers options (online shopping, curbside pickup, virtual consultations,etc.) and interacting with your community can help assure consumers that they’re making the right decision by choosing your business over your competitors.

How to Get Started with Digital Marketing

There’s no doubt that 2020 was a hard year, but you shouldn’t make it any harder on yourself by trying to figure out the perfect digital marketing strategy alone.

If you’re interested in learning more about digital marketing and/or Hispanic marketing, feel free to contact one of our expert digital marketing consultants or find a location near you today.

We look forward to hearing from you, and cheers to new beginnings in 2021!

The 5 Holiday Marketing Trends You Need to Know in 2020

Thu, 05 Nov 2020 17:26:23 GMT

‘ Tis the season, albeit a very different season from the holidays we’ve previously experienced. Despite the ways consumers have adapted their shopping habits due to the pandemic, they still plan to keep the holiday feeling alive. Keep reading to learn more about the top holiday marketing trends and consumer insights you need to know in order to reach them effectively this year.

Here’s an overview of what we’ll be diving into:

1. Online Shopping Dominates
2, Digital Advertising Reigns Supreme
3. Messaging is Make or Break
4. Consumption is Up
5. Shopping Takes Place Earlier than Ever this Year

Questions? Contact us for more or check out our services .

1. Online Shopping Dominates

Given the ease and convenience of online shopping, especially in terms of the pandemic and safety concerns, it comes as no surprise that online shopping is expected to continue surging well into the holiday season.

According to Oracle’s annual holiday survey , 58% of consumers say that they would consider shopping at an indoor or outdoor mall if "proper safety precautions" were implemented. Below are the measures that participants said they would want to be included in order to feel safe shopping in-person:

82% want to see visible cleaning and sanitation efforts.
79% want staff and customers to be wearing masks.
76% prefer limitations on how many people are allowed in stores at once.
6% of shoppers would like the option of contactless checkout.
39% said that "a lack of social distancing would cause them to have a bad shopping experience."

While shopping in-store is an option for some shoppers, it’s not even a consideration for many. It’s worthwhile for businesses of all sizes to at least offer online alternatives for consumers, or even shift in-store plans to go entirely online.

U.S. holiday e-commerce sales are projected to rise 33% year over year to $189 billion by the end of 2020, which equates to roughly two years of growth. eMarketer currently predicts that brick-and-mortar sales—which will account for 81.2% of total US holiday retail—will decline 4.7% this holiday season, while ecommerce will increase by 35.8%.

2. Digital Advertising Reigns Supreme

R each Consumers Where They’re Already At

With all of this talk of online shopping, how will consumers know about the deals taking place to begin with? The simple answer: digital advertising. As we’ve seen earlier this year, the pandemic has shifted many traditional advertising budgets to digital either partially or completely -- and for good reason.

Consumers have been spending more time at home, and many have had more time on their hands. Across the board, consumers have spent more time than they ever have on their digital devices across mobile, PC, and streaming devices. What better way to reach them than where they’re already spending the most time?

With in-person activities being frowned upon this year in light of health and safety risks, businesses will need to reimagine the way they typically host and celebrate holiday marketing events to stay competitive in the marketplace.

For instance, while the usual clamoring to get the best in-store Black Friday deals will be less likely, traditional in-person events may evolve to take on new forms online. This will also make Cyber Monday an even bigger online event than it has been in recent years.

Stay Up to Date with Search Trends for Key Consumer Insights

Online searches, both locally and at a broader level, will play a key role in understanding the top holiday trends that consumers are leaning towards this year. According to Search Engine Journal, the top holiday categories in order are:

Collaboration and Teams
Telehealth
Online Learning
Pet Adoption
Garden and Patio
Photography
Consumer Electronics
Gaming
Streaming
Video
UI/UX
Digital Transformation
Document Management
Online University
Baby and Maternity
Beauty
Sports
Apparel and Footwear
Customer Experience and CRM
IT Management
2020 Online Search Categories in Decline

Additionally, the below search categories are experiencing a decline this year:

Things to Do
Restaurants
Health Topics
Sporting Goods
Hotels
Flights
Concerts

A Multichannel Approach is the Best Approach

It’s safe to say that most brands and businesses have at least considered the thought of a digital-focused holiday shopping experience this year -- and every business wants their slice of the ecommerce pie. That being said, adopting a multichannel approach to stay top of mind among consumers who are faced with plenty of brands and businesses to choose from can be vital.

For instance, businesses can deliver holiday offerings such as coupon codes across multiple channels such as email, text message, social media, etc. Any online space where consumers flock to is a potential opportunity to stand out to them as they move along their purchase journeys.

Don’t make the mistake of thinking that this year’s trends are a one-time occurence-- if there’s one takeaway you need to know about this digitally-fueled holiday season, it’s that 2020 will have a lasting effect on how consumers shop and behave. No matter where your company is at with its growth, online shopping preferences will likely prevail -- it’s up to you to keep up and adapt.

3. Messaging is Make or Break

After an unpredictable year, consumers are looking forward to a break and some sense of normalcy. Even if the usual holiday gatherings and events don’t take place, people are looking forward to the holiday season that they’re used to celebrating each year -- pandemic or not. Currently, 64% or participants in a recent survey reported that they are just as or more excited about the holidays this year.

According to this same survey, consumers have preferences for the ads they want to see in terms of whether they want ads to mention the pandemic. While 42% of consumers think holiday ads should reference COVID-19, 57% want ads that make them feel happy. 36% are looking for inspirational ads, 30% want ads to make them feel nostalgic, and 21% want to be amused. Lastly, 22% want to be informed, 17% want to be surprised, and 20% want ads to amaze them.

While being amazed may be a lot to ask for, simply tuning in to how consumers are feeling and how they’re facing hardships can go a long way. Given potential budget concerns, price and cost savings will play a big role for shoppers. Additional consumer preferences (in %) this year include:

44% -- Free and discounted shipping
40% -- Wide variety of products
44% -- Competitive prices and offerings
40% -- Ease of shopping
57% -- Searching online
53% -- Browsing online retailers Additional key findings include:

Holiday traditions will also influence the messaging and objectives of consumer shopping this year. For example, 50% of consumers in a recent survey said they plan to cook a traditional holiday meal for the upcoming holidays - making this good news for supermarkets and CPG brands.

Additionally, staying home with household members (77%) is ranked as the number one New Year’s activity people feel the most comfortable with. “Safe” Covid-19 activities such as drive-ins have experienced a renaissance, creating plenty of opportunities for brands and businesses to safely connect with consumers so long as they are able to get creative with their ideas. Not wanting to sacrifice their holiday traditions and the special aspects of the season, businesses who tap into the public’s desire for a “normal” (within reason) holiday season can win big this year.

Diversity and Inclusion Take on a Whole New Meaning in This Year’s Messaging

After a global pandemic and a racial reckoning in 2020, brands and businesses can benefit by making an effort to reach consumers of all backgrounds -- especially those in the multicultural market.

A recent Facebook-commissioned survey of U.S. participants found that only 41% feel represented in the ads they see - and 70% want to see more diversity and inclusion in digital ads. Those are a lot of people who are eager to see themselves and others represented in the content and ads they consume.

Even if you’re interested in diverse and inclusive marketing for your business, it can be daunting to go it alone. To learn more about the importance of multicultural marketing, check out our article here , or read about how to choose the perfect local marketing agency for your business .

Want to look at firsthand accounts of multicultural marketing and Hispanic marketing success stories? Head on over to our case studies for our examples!

4. Consumption is Up

A big difference in shopping this holiday season comes from the fact that consumers have more free time on their hands. With closures and stay-at-home activities being preferred, there’s ample time for them to browse and compare options.

For households with bigger incomes, or households that have more spending money to spare from limiting their spending in other areas as a result of the pandemic, 30% of respondents said they plan to spend more money online than last year this holiday season.

Another reason for possible increased spending this season is the possibility of another round of stimulus checks, making online shopping and increased spending even more likely. In the event that this happens, it’s predicted that an additional $11 billion will be spent on online holiday shopping, bringing total sales to upwards of $200 billion.

5. Shopping Takes Place Earlier than Ever this Year

Most years, the start of the online shopping season begins with Black Friday sales, which then trickles into Cyber Monday sales. More recently, online shopping has begun shifting to Thanksgiving Day and earlier. This year in particular, Adobe Analytics expects the traditional“Cyber Week” (Thanksgiving through Cyber Monday) to turn into “Cyber Months.” As we’ve seen this year, the trends toward in-store pickup and curbside pickup are also expected to surge during the holidays.

This year’s Amazon Prime Day events, which took place online from October 13th-14th have provided insights for what holiday sales may potentially look like as well. An earlier-than-usual Prime Day showed that other online retailers were focused on how they could shift customers from Amazon to their sites in order to not lose out.

It’s expected that Amazon's competitors will develop robust online deals and shopping options to maximize customer convenience, and emphasize their best qualities with unbeatable promotions and exclusive holiday deals. Last minute shopping is also much less likely this year. When asked when they plan to do the majority of their holiday shopping, 27% said November, 23% said Black Friday and Cyber Monday, and 17% plan to shop during the first half of December.

How to Get Started with Digital Marketing

Even though 2020 has been an unpredictable year, we have a much better idea of how the 2020 holiday season is shaping up thanks to insights from earlier this year that marked a huge shift to digital. With increased digital consumption and shopping methods, it’s no longer an added bonus to utilize digital marketing in your marketing strategy -- it’s a necessity.

Questions, comments, or interested in getting started? Feel free to contact us , or find a location near you for a free consultation with one of our expert digital marketing consultants.

We look forward to hearing from you!

What is Search Engine Marketing? A Small Business Owner's Guide to Getting it Right

Thu, 29 Oct 2020 15:49:38 GMT

You need to find a product or service near you, so you head on over to Google and ultimately make your decision. Sound familiar? Finding local businesses and services in your area wouldn’t be possible without the wonderful world of search engine marketing. So, what exactly is it? Keep reading for the full scoop on what SEM is and why your small business should use it if you're looking to grow your clientele.

Want to cut to the chase? Here’s an overview of the questions we’ll be answering in this article:

What is Search Engine Marketing?
How is a Quality Ad Score Determined?
What are the Different Ad Formats Available in Search Engine Marketing?
Why is SEM Important for Local Businesses?
How Can Small Businesses Implement Successful Search Engine Marketing Strategies?
How Can Local Businesses Use Search Engine Marketing to Reach Multicultural Consumers?
How Can I Get Started?

More questions? We’re ready to answer those too. Contact us .

What is Search Engine Marketing?

Given that 92% of online searchers will pick businesses on the first page of local search results, and searches for “near me,” or “close by” grew by more than 900% in only two years, your local business’s search engine results can make or break your chances of gaining new customers.

A search engine marketing strategy is your best bet at ranking higher on search engine results pages (also known as SERP). Every Google ad goes through an ad auction before it appears in the SERP. For ads to be entered in an auction, your business or marketing agency of choice will identify keywords to bid on, and choose the amount that you’re able to spend per click for each of those words.

Once Google verifies the chosen keyword bids within the search query, you will be entered into the ad auction. Keep in mind that not every single ad will appear on each search related to a particular keyword, since ads won’t always appear unless enough people are actively searching for a particular service or keyword.

However, placing bids doesn’t necessarily mean you’re guaranteed to “win,” and factors like your maximum bid price and your quality score for the ad play a big role.

While this may all be a lot to take in, it’s highly recommended that your business partners with a local marketing agency for expert guidance and a seamless SEM experience. Check out our article on what to look for when picking a local marketing agency for your business .

How is a Quality Ad Score Determined?

Quality Scores are estimates of the quality of your potential ads, keywords used, and your landing pages. Based on a scale of 1-10 , your quality score determines how relevant your ad will be to users, as well as the likelihood that someone will click through and have a positive landing page experience.

The way your campaign is organized is made up of the following categories:

Ad - The words used in your written ad.
Keywords - The search query keywords you’ve selected.
Ad Group - Related keywords that are grouped together by theme.
Campaign - The highest level overview for managing your ad groups. Your performance at each level can help you figure out what is and isn’t working in your overall campaign.

What are the Different Ad Formats Available in Search Engine Marketing?

Search engine marketing ads (also known as pay-per-click ads, “PPC ads,”) come in several formats ranging from small text-focused ads, as well as specific product listing information - known as Shopping ads - for a more visual-focused option that allows consumers to view key information like prices and reviews. Depending on your business’s offerings, some ad types may be more preferable than others.

So, what makes SEM different from other online ads? What sets search engine marketing apart from other digital marketing methods is that it places ads directly in front of customers right when they’re about to decide to make a purchase - making it a powerful tool that can play a make or break role in the decision-making process among consumers.

Why is SEM Important for Local Businesses?

Roughly 97% of consumers use online search to look for local businesses in their area. Making sure your business is at or near the top of these search engine results can mean the difference between gaining potential customers or losing out on their business.

Additionally, consumers are ready to take action when they search, with 88% of consumers calling or visiting a physical store location of their choice on the same day after searching on their mobile devices.

Want to learn more about using your local business status to your advantage? Read our post on the top local business strengths to use to your advantage.

How Can Small Businesses Implement Successful Search Engine Marketing Strategies?

Beyond bidding on pay-per-click advertising, there are plenty of other ways to incorporate search engine marketing into your small business’s local marketing strategy. While some may require you to get a bit creative, others are as simple as setting up a quick online profile with your business’s basic information.

Below are a few ideas to get you started:

Publish high quality, useful content on your website using localized keywords and common search queries.
Create or claim your Google My Business listing - it’s as simple as updating basic information such as your business’s hours of operation, address, phone number, and website. Make sure to keep it up to date and keep track of keywords and your local target audience’s preferences.
Create online citations across business directories to attract more views on your profile.
Encourage customers to leave online reviews, which can enhance your credibility and convince potential clients to choose your business.
Optimize for mobile search queries, which have grown dramatically in recent years. According to a Forrester study , it’s predicted that mobile devices will influence more than $1.4 trillion in local business sales by 2021.

How Can Local Businesses Use Search Engine Marketing to Reach Multicultural Consumers?

Search engine marketing is a crucial component of multicultural marketing campaigns that are aimed to target users who prefer to search in languages other than English. For instance, if your aim is to target Hispanic consumers in an area where Spanish is preferred over English, you’ll be missing out on potential customers if your SEM strategy only includes English-language ads.

While 85% of Hispanic consumers set their browsers to English, Spanish-language ads still resonate - with Latino audiences being 2.4x more likely to convert on Spanish language ads when compared to English-language ads.

It’s true that many Latinos tend to search in English, however, age and generational differences can also play a role. Reaching Hispanic parents and older Latinos in Spanish is often ideal depending on their personal language preferences and acculturation. Wondering what “acculturation” means within the U.S. Hispanic community? Our cultural affinity model has you covered .

Ultimately, SEM can be an invaluable component of your larger Hispanic marketing and multicultural marketing strategies.

How to Get Started with Digital Marketing

Interested in getting started with digital marketing or search engine marketing in particular? Check out our SEM offerings for more information. Whether you want to reach the general market or Hispanic audiences in particular, our expert digital marketing consultants have the solutions you’re looking for.

Find a location near you to get started, or contact us if you have any other questions. No question is too big or small - we look forward to hearing from you!

How to Use Branded Content Marketing Effectively (with Case Study Example)

Thu, 22 Oct 2020 15:52:00 GMT

Branded content marketing is a powerful tactic in the world of digital marketing. Not only does it provide value for consumers thanks to its ability to provide information and education, but it can also provide major value for brands and businesses that are looking to engage with target audiences.

Recently, the Colorado Department of Transportation used branded content when they partnered with Entravision Colorado to get the word out about passenger and seat belt safety to local at-risk Latino audiences. Keep reading to learn more about how to use branded content marketing effectively, and get a firsthand look at how it can make a huge positive impact when done right.

What is Branded Content Marketing?

Branded content is a slice that makes up the whole of the online content marketing pie. Situated within the larger framework of online content, it differs from other forms of content marketing in that it is a content creation strategy that typically consists of paid/sponsored posts created by a media partner for a brand or business.

The primary goal of branded content is to encourage audiences to engage with a brand or business based on the information, educational value, or entertainment provided.

For a closer look, check out the graph below for a better idea of where branded content sits within the larger content creation and marketing framework.

Why Should You Use Branded Content Marketing?

Consumers these days are easily burnt out from being inundated by online advertisements everywhere they look. From seeing messaging like “BUY NOW” to “50% OFF SALE,” traditional online ads with hyper-salesy messaging are more likely to be ignored or brushed off. That’s where branded content marketing has a unique advantage. It can make a lasting impact since it’s first and foremost focused on providing value for the consumer, whether it’s through education or entertainment.

For this reason, it’s not surprising that this form of advertising is known for being one of the most engaging forms of digital marketing around. Now that it’s growing in popularity in recent years, the results are in - and they’re pretty impressive:

Branded content is 22x more engaging than display ads.
Branded content distributed through premium publishers sees 50% higher brand lift.
People who watch branded videos are 62% more likely to show a positive reaction compared with those who watched 30-second ads.
Users who feel a connection to a brand spend 2x as much money as those who don’t.

What is Juntos?

Entravision’s “Juntos” program is a curated branded content platform dedicated to connecting with U.S. Latinos via expert-led educational content, videos, and interviews. The primary mission of the initiative is to bridge the information gap often experienced by the Latino community by providing accessible resources that can inform and empower them.

What are the Benefits of Juntos Branded Content?

Primary benefits include:

Credibility: Position your brand for success by aligning with the most trusted Spanish news brand among U.S. Latino audiences.
Reputability: Emmy award-winning news storytellers give your business a voice by sharing custom educational and entertainment content suited to topics that align with your brand.
Engagement: Build or reinforce your relationship with growing Latino communities on the platforms they frequent most.
Spotlight: Get your brand in front of thousands of Latinos who are looking for valuable information about topics related to your business.

Learn more about our sponsored content, custom content, and advertorial content below:

Want to see an example of Juntos Branded Content in action? Keep reading for more.

Case Study: The Colorado Department of Transportation Delivers Vital Safety Information to Hispanic Audiences with Entravision Colorado

The Colorado Department of Transportation had a mission to keep drivers and their passengers safe on the roads. With a higher number of fatalities and traffic violations in Colorado’s Hispanic community as a result of not wearing a seatbelt, they aimed to deliver crucial safety messaging to Hispanic audiences.

Campaign Strategy

Upon hearing about the Colorado Department of Transportation’s passenger and seat belt safety campaign, Entravision Colorado Digital Sales Manager Michael Ferraiolo embraced the opportunity to help the client reach Hispanic audiences by recommending Entravision’s exclusive Juntos Facebook Live Newscast sponsorship featuring Univision News. Entravision Colorado’s audience of highly engaged digital news viewers made branded content marketing a leading strategy in order to reach and connect with this at-risk population.

Our clients across verticals have been looking for different ways to engage audiences across Colorado, beyond the digital buy. The new immersive branded content concepts, developed in partnership with our branded content and editorial teams, allow us the opportunity to reach Colorado Hispanics with a unique voice that provides value to our community. It was this strategy that aligned the messaging of Seatbelt Safety to Hispanics from CDOT with our NoticiasYa/Univision Colorado brand, into a campaign that was a success for both parties.

Michael Ferraiolo

Regional Director of Digital Media, Entravision

W orking alongside these teams, Michael decided to use sponsored content and promos to guarantee a wide reach of Colorado’s Hispanic audiences across Noticias Univision Colorado and NoticiasYa Colorado. In June of 2020 alone, NoticiasYa’s platform reached:

278K website users
308K page views
3.5M Social Reach
399K Social Engagement
17M Social Impressions
7M Social Video Views
477K Facebook followers
12K Instagram followers

A dditionally, Noticias Univision Colorado’s social media site maintains the largest audience engagement in the state of Colorado for news, regardless of language, and the Univision Colorado news team had also recently won a whopping 31 regional News Emmys - making them a respected authority for getting the word out about the client’s safety initiative messaging. For this reason, the team strategically implemented Facebook Live segments across Noticias Univision Colorado to spread the Colorado Department of Transportation’s passenger and seat belt safety message to the platform’s highly engaged Hispanic audiences.

The Juntos Facebook Live sponsored Newscast digital elements included:

:30 promotion video for newscast
:60 branded content piece during Facebook Live 1st and 3rd break
Full screen logo integration during Facebook Live 2nd break
Branded Content Tag on Live Simulcast

Campaign Results

The Colorado Department of Transportation campaign in partnership with Entravision’s Juntos branded content program ran from August 31st to September 24th, and centered around the topic of seat belt safety . The Spanish-language campaign targeted Hispanic adults ages 21+ in Colorado.

Promo ads to encourage viewers to tune in to the news were implemented through a combination of Facebook posts and boosts.These efforts reached over 76,000 people and resulted in over 1,400 clicks with 213 reactions.

Additionally, Display Ads on Entravision’s owned and operated sites were included to drive user engagement on Facebook, which garnered 31,000 impressions.

The Facebook Live and boost components of the campaign took place on Noticias Univision Colorado, with each News Live featuring two branded content videos and branded commercial break images. In total, the branded content videos reached over 305,000 people, and received more than 23,000 clicks and 2,000+ reactions on Facebook.

Ultimately, the collaboration between Entravision Colorado and the Colorado Department of Transportation successfully engaged Hispanic adults by providing vital seat belt safety information in their preferred language and online news format. Thanks to this branded content initiative, the client was able to get their message out to keep Colorado’s Hispanic drivers and their passengers safe on the road.

Laura Sonderup

Managing Director, Hispanidad

How to Get Started with Branded Content Marketing

In an increasingly digital world where consumers are hungry for helpful and innovative content, branded content marketing is emerging as a key tactic for brands and businesses amid a growing digital environment.

Want to learn more? Feel free to contact one of our expert digital marketing consultants or find a location near you.

General questions ? We can answer those too. No question is too big or small!

How to Market to Latinos Across Immigrant Generations: A Definitive Guide

Fri, 16 Oct 2020 16:12:54 GMT

For Hispanic marketing to be successful, it needs to be as diverse and nuanced as the U.S. Latino population itself. From varied immigrant backgrounds, language preferences, generational differences, and more, effective Hispanic digital marketing strategies make sure to take all of these factors into account. Keep reading for everything you need to know about marketing to Hispanic audiences of all backgrounds - and discover how it can help you grow your business.

Here’s an overview of what we’ll be discussing:

Understand Hispanic Audiences and Their Language Preferences
Consider Reaching ELF (English-language First) Hispanics
Don’t Forget that Country of Origin and Descent Can Play a Major Role, Especially For First Generation Hispanic Immigrants
Learn How to Reach Each Generation with Digital Marketing
Recognize the Commonalities: Across Generations, Latinos Appreciate In-culture Advertising

Questions? Contact us for more info.

Understand Hispanic Audiences and Their Language Preferences

Before you can even think of what your Hispanic marketing campaign will consist of, it’s crucial to understand your target Hispanic audience’s demographics and language preferences - which often coincides with their immigrant generation status.

For instance, which language should you use to reach them in the first place? According to the Pew Research Center , roughly 38% of Latinos mainly use Spanish, 36% are bilingual, and 25% mainly use English - meaning that the language you use in your marketing campaigns will vary depending on the demographics of your market and target audience.

Get familiar with the various language preference terms below:

English dominant: A person who primarily uses and communicates in English in their day-to-day life. These individuals usually prefer to be advertised to in English, though there can be exceptions.
Spanish dominant: A person who primarily uses and communicates in Spanish in their day-to-day life. Spanish-dominant individuals most often prefer ads in Spanish since they are more comfortable and familiar with the Spanish language.
Bilingual: Bilingual simply means the ability to speak two languages. When it comes to bilingual Hispanic ads, contrary to popular belief, they aren’t necessarily 50/50 English and Spanish. For instance, the ads often utilize Spanglish or have Spanish words sprinkled in. Keep in mind that bilingual individuals can be English or Spanish-dominant, or they may not have a preference.

A quick note about running bilingual ads: Don’t try too hard to be authentic by using Spanglish or slang. Without a thorough understanding and background of your prospective bilingual audience, these ads can run the risk of missing the mark and coming across as stereotypical.

To avoid making faux paus, it’s highly recommended that your business consults with a Hispanic digital marketing agency who are experts in the field. Interested? Feel free to contact one of our marketing consultants or find a location near you . You can also check out our previous article about how to choose a Hispanic digital marketing agency for your local business .

Learn more about marketing to multicultural audiences by watching our video!

C onsider Reaching ELF (English-language First) Hispanics

We’re not talking about mythical elf creatures here. In this case, English-language first Hispanics (also known as ELFs) make up over half (55%) of today’s U.S. Hispanic market, which mainly consists of 1.5 and 2.0 generation immigrants. Wondering what this all means? We know it can be a bit confusing, so we’ve got you covered:

A 1.0 generation immigrant is an immigrant who came to the U.S. when they were 10 years old and up. They typically prefer to consume content in Spanish Language First (SLF) and are culturally much closer aligned to the Hispanic cultural values. Today, they represent roughly 28% of the Hispanic population.
The 1.5 generation was 10 years or younger when they came to the U.S. They are bilingual and bicultural, and prefer content in English (English Language First, or ELF for short).
The 2.0 generation is born in the U.S., with at least one immigrant parent. Like the 1.5 generation Latino, they are bilingual and bicultural, preferring to consume English-language content.
The 3.0 generation is U.S. born with at least one parent who is a second generation. Latinos who are third generation and up represent about 17% of the U.S. Hispanic population.

These definitions are a rule of thumb, however, whether an individual leans more bicultural or more American (English/English only and/or U.S. assimilated) will depend on the specific area they grew up in. For instance, Latinos born and raised in Hispanic-dominant or prevalent areas are more likely to adopt a bicultural identity with stronger cultural ties.

Why does marketing to bicultural ELF Latinos matter? Essentially, this group holds double the influence - both among their Hispanic culture and loved ones as well as with their American culture and circle of loved ones.

By taking language preference, acculturation level, and creative messaging into account, your business can engage with ELF Latino audiences by giving them an incentive to share your brand’s message and content across platforms and languages. Take a look at how we do this with our acculturation model .

Don’t Forget that Country of Origin and Descent Can Play a Major Role, Especially For First Generation Hispanic Immigrants

In case you haven’t already noticed, Hispanic marketing is nuanced and complicated - and the Latino community is diverse in and of itself. As one of the most diverse minority groups in this country, Latinos make up around twenty different national identities. While it’s true that some values and traditions overlap across countries of origin, a clear grasp of cultural nuances can help brands and businesses win over Hispanic audiences to make a lasting positive impression.

Other than more obvious commonalities such as a shared Spanish language, family values, love of Latin music, multigenerational households, etc., there are many other traits that are unique to Hispanic immigrants and their families based on where they’re from. Whether someone is from or descended from Mexico, Guatemala, Colombia, Puerto Rico, etc., they will each have their own unique foods, music, history, stories, slang, and more.

The way Latinos make sense of their cultural and ethnic identities also vary - get the scoop below.

N o matter where they’re from, U.S. Hispanics are not an audience you can afford to miss out on reaching. As key players making up the U.S. population and economy, the Hispanic community boasts some pretty impressive statistics :

There are over 61 million Latinos in the U.S. — that’s 18% of the total U.S. population.
By 2050, the Census Bureau predicts that Latinos will make up 25% of the U.S. population.
Hispanic buying power is projected to increase from $1.7 trillion to $2.3 trillion in only five years, according to the University of Georgia’s Selig Center for Economic Growth.
U.S. Hispanics are increasing their educational attainment, homeownership, and wealth - and they’re much younger than the general market with a median age of 28 compared to 42 for non-Hispanic Whites.

Learn How to Reach Each Generation with Digital Marketing

You may have heard the terms or jokes about “boomers,” and “millennials.” While there are plenty of stereotypes across generations, it’s important to consider each group's technology preferences to get a better idea of how to reach them most effectively.

It may seem fairly obvious that younger generations tend to spend the most time glued to their devices as they browse the internet, but you may also be surprised to find out that each generation consists of active digital users - although their preferred platforms vary. For Hispanic digital marketing in particular, it’s vital to keep young generations such as Millennials and Gen Zers in mind since the majority of U.S. Hispanics fall into these two categories.

Learn more about the groups below!

Millennials

Millennials are individuals who were born between the 1980s and the mid 1990s. Millenials are known for reaching adulthood in the time of the Information age (the 21st century millenium - hence the term “Millennial”), which lends itself to their tech savviness and willingness to adopt new technology.
Millennial audiences are best reached via digital through social media, OTT streaming, and newer media forms as opposed to traditional TV.
30% of them engage with brands on social media at least once a month, and a whopping 97% read online reviews before choosing a business or service.

Find out more about reaching Latino Millennials by reading our article .

Gen Z

Gen Z are Millennials’ younger counterparts, having been born in the late 1990s to around 2010.
Also tech savvy and receptive to new technology, Gen Z is a digital-first audience composed of always-connected social media connoisseurs. Consider reaching them via video and music streaming, as well as through mobile ads.
Gen Z are a key audience to watch out for in coming years, since they’re not only digital-first, but they’re also the most diverse group of each generational audience - making them the largest multicultural demographic.

B aby Boomers

Baby boomers are often stereotyped as being old-school and traditional, but they’re more tech savvy than people might think. This group was born between 1946 and 1964.
96% use search engines, 95% use email, and 92% shop for products and services online rather than in-store.
70% of Baby Boomers enjoy watching videos about products and services, and many are active social media users on Facebook. They’re also avid TV viewers, despite TV viewership declining among younger generations.

Gen X

This generation was born between the mid-1960s and the early 1980’s.
Currently, Gen Xers tend to be around the middle of their working years as they approach their peak earnings.
Known for being self-sufficient and entrepreneurial, this group is savvy when it comes to using technology as a helpful tool. 64% of Gen Xers say that online reviews matter to them, and 83% use technology as a tool for services such as financial planning.

Recognize the Commonalities: Across Generations, Latinos Appreciate In-culture Advertising

Why is it that only 6% of total U.S. media spend is going to the Hispanic market, despite the Hispanic population making up almost 20% of the entire U.S. population?

Due to a lack of brands acknowledging their culture and background, almost 60% of Latinos seek out brands that acknowledge their unique cultural traditions and roughly the same agree that their cultural heritage has a large influence on their purchase decisions, according to a Kantar study . This a growing part of the population that is ready and waiting to be reached!

Additionally, Nielsen’s latest Hispanic study , “Cultural Connectivity Transformed: How Latinos are Connecting in Times of Social Distancing,” found that Hispanics are using culturally relevant media, including podcasts and streaming services, more than ever and at rates far higher than their non-Hispanic counterparts due to the effects of social distancing amid the pandemic.

What better way to reach them than across their favorite online platforms through Hispanic digital marketing ? By reaching out to this audience authentically, your business can connect with potential customers for the long run - which you won’t want to miss out on.

How to Get Started with Hispanic Digital Marketing

There’s no doubt that reaching Latino audiences varies significantly across immigrant generations, age groups, language preferences, etc. What doesn’t vary? In-culture advertising that resonates.

For questions big or small, feel free to contact us to speak with one of our expert digital marketing consultants. Find a location near you today for more information, and discover how you can use Hispanic digital marketing to grow your business among the country’s rapidly growing Hispanic audiences.

Want to take a look at how we've helped our clients? Head on over to our success stories for more.

5 Facts You Need to Know About Marketing to Latino Millennials

Fri, 09 Oct 2020 15:37:49 GMT

Aside from being addicted to their phones and eating plenty of avocado toast at brunch, there’s a lot that people don’t realize about the power of Millennial consumers and how to reach them effectively - and the same applies to Hispanic Millennial consumers. Here’s a rundown of what we’ll be covering in this article:

1. Hispanic Millennials Have More Buying Power Than You May Think
2. Language Matters, but it Isn’t One-size-fits-all
3. When Reaching Latino Millennials, Digital is King
4.Inclusion Matters - Latino Consumers Notice When They Are and Aren’t Included
5. Embracing Culture is Here to Stay as the U.S. Becomes Increasingly Multicultural

See the services we offer , and contact us to learn more.

1.Hispanic Millennials Have More Buying Power Than You May Think

W ho is a Millennial?

Anyone born between the 1980s and the mid 1990s is a Millennial. Millennials are widely known for being social media obsessed, and for being a generation dedicated to their values, especially when it comes to social issues. While the stereotype of the broke Millennial who moved back in with their parents is commonly portrayed, it isn’t very accurate. For a more in-depth look at terms like “Millennial” and “Gen Z,” check out our glossary .

Because Millennials are currently in their mid to late 20s and 30s, they’re currently approaching their peak earning years and making up a huge portion of the American workforce. From buying homes, starting their own businesses, having families, and advancing their careers, Millennials are a key demographic to look out for when promoting your products or services.

Inaccurate stereotypes about U.S. Hispanics are also unfortunately common, with many people mistakenly assuming that this group is too small to consider and has a limited earning potential - which has resulted in Hispanic marketing being an afterthought for many brands and businesses.

Contrary to these beliefs:

Latina women are one of the fastest-growing segments among the U.S. population and will represent more than 20% of U.S. women by 2024.
They are also responsible for more than a trillion dollars of household spend, yet less than 3.6% of U.S. ad spending is invested on them.

It’s not that this population lacks the funds to buy, but the other way around - advertising spending significantly undervalues investing in ads that will reach Latinos effectively.

Check out our previous post about the eight most common misconceptions about Latinos and marketing to Latino millennials , and see how you can use digital marketing to create meaningful connections with them.

2. Language Matters, but it Isn’t One-size-fits-all

While it’s true that Latino immigrants are a declining share of the overall Latino population in the U.S., many Latino Millennials still value the Spanish language as a cultural connector. For instance, 57% of Hispanics believe that the Spanish language is more important to them today than it was just five years ago.

Opposite to what many people assume, young Hispanic Americans are becoming more interested in the Spanish language - with 62% of Millennial Hispanics reporting a higher interest in the language.

Rather than think of the Hispanic population as being either entirely assimilated to American culture or to the culture of their family, it’s more accurate to recognize the nuances of U.S. Latinos across the country and their increasingly bicultural preferences.

For instance, running an campaign targeting Latino Millennials in only English or only Spanish will vary widely depending on factors like their geographical location, assimilation level, fluency, household income, and more. In some cases, using Spanglish can be preferred for a more colloquial tone - but make sure to use it sparingly and only if you know what you’re doing, since it can come off as trying too hard if it isn’t done authentically.

Multicultural marketing can be tricky to get right on your own, so why not make it easier on yourself? Contact one of our expert digital marketing consultants to learn more about our process and how you can get started.

3. When Reaching Latino Millennials, Digital is King

Across categories, Latinos are over indexing when it comes to digital use:

52% of Latinos spend 1+ hour each day on social media, compared to only 38% of non-Hispanic whites, and they share social content 5x more than members of the general market.
24% of Latinos spend 3+ hours each day on social media, compared to 13% for the general market.
According to a 2020 study , 85% of Latinos listen to digital audio content and 90% stream music.
The typical Latino Millennial is 66 % more likely to connect online via their cell phone.

Given their staggering digital usage rates, reaching Latino audiences through mobile marketing is a perfect match. From watching videos on YouTube, connecting with family and friends on social media, and streaming their favorite audio content, mobile is a crucial medium for reaching Latinos. By generating interest and strong calls to action for audiences to participate, mobile marketing can successfully engage and convert for real business results.

It’s safe to say that Covid-19 has heightened an already growing interest in video streaming services. This is especially true among the U.S. Hispanic community and the Millennial generation. With more time at home in recent months, streaming service subscriptions and usage are through the roof - making CTV/OTT (Connected TV/Over the Top) advertising an ideal method for reaching this audience.

For a deep dive into the benefits of using video streaming to connect with Hispanic audiences, check out our earlier post here .

4. Inclusion Matters - Latino Consumers Notice When They Are and Aren’t Included

Despite being a growing population, 78% of Hispanics say they don’t see brands trying to connect with them through advertising, and 75% of those consumers are willing to choose brands that make an effort over brands that don’t. That being said, being inclusive in your marketing strategy is not only better for building a more equitable business model, but for also growing your business.

Reaching Hispanic audiences isn’t a piece of cake though, and trying to reach them with the same approach you use to reach the general market isn’t going to cut it. However, it’s worth taking the time to reach them the right way - recent studies have found that truly targeted Hispanic marketing efforts will generate 61% more effectiveness and 3 times greater purchase intent.

Aside from boosting your bottom line, multicultural marketing is important for plenty of other reasons. For a detailed look into the world of multicultural marketing and its impact, visit our post on the subject here .

5. Embracing Culture is Here to Stay as the U.S. Becomes Increasingly Multicultural

The U.S. is an immensely diverse country - and it’s projected to become even more diverse in the near future. According to a recent Pew Research survey , Gen Z and Millennial populations are more likely than older generations to view a Black, Latino, and Asian majority as a good thing, and Millennials have become even more likely to hold this view compared with four years ago.

Additionally, the survey also found that:

Black (46%), Asian (also 46%) and Hispanic adults (42%) are far more likely than White adults (14%) to say that the long-term growth in racial and ethnic diversity is a good thing for the country.
From 2016 to 2020, Hispanic adults have seen the biggest shift in optimism about an increasingly diverse country, from 23% then to 42% now.
Almost half (49%) of Hispanic Democrat individuals say that the prospect of a majority non-White nation is good for the country.

The impact of Covid-19 and recent racial tensions shining a light on disparities among racial groups has made cause marketing an increasingly favored marketing approach among young, conscious consumers.

Millennial consumers in particular have strong beliefs surrounding social equality and are especially receptive to this form of advertising, so if you’re looking to reach Latino Millennials, it’s worth considering.

How to Get Started with Digital Marketing

All in all, Latino Millennials are a core demographic group to reach as a part of your digital marketing strategy. From their increasing buying power to their staggering digital use, Latino Millennials are an ideal receptive audience.

To learn more about getting started with Hispanic digital marketing, feel free to contact one of our expert digital marketing consultants or find a location near you . Want more info? Discover the services we offer or take a look at our client success stories .

General questions ? We’ve got your back - no question is too big or small!

The Top 3 Holiday Marketing Strategies for Small Businesses in 2020

Fri, 02 Oct 2020 18:03:08 GMT

In a year like no other, how can your small business effectively reach consumers this holiday season? While things may be different in 2020, it’s not impossible to make your mark. Keep reading for our top 3 holiday marketing strategies for local businesses.

Want to cut to the chase? Here are the topics we’ll be discussing:

Why you need to be starting your holiday marketing season early this year.
Why offering digital alternatives to suit consumer preferences is crucial, as well as using digital marketing to make them aware of your offerings in the first place.
Why reaching multicultural audiences, especially Latino audiences, should be a key part of your holiday marketing strategy. To get started and see how we do this, feel free to contact us .

1.Start your Holiday Marketing Campaigns ASAP

Consumers aren’t wasting any time this year when it comes to getting started with their annual holiday shopping. Don’t miss out on potential customers by starting your holiday marketing campaigns late - if you haven’t gotten the ball rolling yet, chances are you’re already behind. In a recent survey from AlixPartners, data showed that almost half (49%) of consumers are planning to start their holiday shopping by Halloween or earlier this year.

Reaching audiences from the beginning of their purchase journeys can make a difference in winning their business. Consumer insights regarding Halloween spending this year also showed a similar pattern:

Halloween shopping has started earlier this year, with 4 in 10 consumers who planned to begin their shopping in September or earlier.
Despite the impact of Covid-19, the top shopping destinations remain the same: discount stores, specialty Halloween stores, grocery stores and online retailers.
Online shopping continues to reign as a preferred shopping method, thanks to its safe and convenient qualities during the pandemic - with 30% of consumers intending to make their Halloween purchases online, compared with 25% who said the same last year.

What about holiday spending? Businesses are in luck. According to a recent consumer survey from online discount platform RetailMeNot, 66% of respondents said they plan to spend the same amount of money or more this upcoming holiday season.

Why are people willing to spend the same or more than usual around the holidays despite economic uncertainty and a global pandemic? Most likely, it has to do with creating a sense of normalcy by keeping traditions alive as usual. After a bleak year, consumers are ready for a break, even if it means spending a bit more.

There’s no denying the recent boom in online shopping, but some consumers still prefer visiting in-person. Despite many brands and businesses struggling to keep their brick and mortars alive, businesses of all sizes who maximize their online presence can reach potential customers who do want to buy in person by increasing awareness in the earlier stages of the purchase process.

If this information has you feeling overwhelmed or behind when it comes to your holiday marketing plans, no need to fear. Feel free to contact us for more information or take a look at what our services can do for you.

2. Consumers Are Demanding Digital Alternatives - Amp Up your Digital Services and Inform Audiences via Digital Marketing

Online shopping is no longer a nice-to-have. Consumers of all ages are increasingly embracing online shopping alternatives at rapid rates. Survey data from analytics firm Glassbox found that roughly 70% of respondents planned to do the majority of their holiday shopping online, via the web or mobile.

Consumers are online for many reasons - making digital marketing a key medium for reaching them where they’re already spending a majority of their time. From remote working, e-learning, e-commerce, online entertainment, and connecting socially online, people are spending the most time online than they ever have before.

Planning purchases is no exception. Consumers immediately begin their purchase journey online, from searching for products and services online to comparing options and making their final decisions. Learn more about our digital marketing services and how they can help you grow your business.

Another great resource that can help your business get started is Google’s new small business holiday hub . The hub contains resources for marketers and small businesses to prepare for the upcoming holiday shopping season. From personalized recommendations to assist businesses via Google Search, Google Shopping, Google Maps, and more, the site offers plenty of helpful tips for reaching local consumers online. With a recent study showing that 71% of US adults plan to do more than half of their shopping digitally, you’re missing out if you don’t reach consumers where they’re already spending their time.

While 2020 has been a hard year for local businesses, there’s still hope. Consumers have taken notice and are now more willing than ever to support small businesses near them - with over half (66%) of people in the U.S. who plan to shop this holiday season saying that they will shop at local small businesses more. For more info about Google’s resources, check out their video below.

3 .Don’t Forget to Engage with Influential Multicultural Audiences

Multicultural consumers often get overlooked, despite their immense influence and spending power. For instance, U.S. Latino audiences are growing, and Latinas specifically are one of the fastest-growing segments among the U.S. population - and they’ll represent over 20% of U.S. women by 2024. In addition, they are responsible for more than a trillion dollars of household spend - yet less than 3.6% of U.S. ad dollars are being spent to reach them.

This audience is eager and ready to be advertised to authentically. Did you know…

4 in 10 U.S. Hispanics stopped purchasing a brand because of its lack of representation. Latinos are are demanding authentic and non-stereotypical shopping experiences and are willing to pay more for brands that represent them in the right context.

Latina women over-index across Food at Home, Beauty and Hair Care, Apparel, and Department Store categories - making them a key holiday shopping audience.

U.S. Hispanic women are glued to their smartphones and community online - and they’re 29% more likely to perceive mobile advertising as meaningful. They’re also more likely to share information about brands before, during, and after visiting a physical store, spelling out more potential customers for your business through word-of-mouth.

Going beyond direct Spanish translations and acknowledging culture can go a long way among Latina audiences. Connecting through music, entertainment, food, family values, purpose, etc., are great ways to find common ground between your business and Hispanic culture.

Auto dealers should also take note of the power and influence that Latino audiences have when it comes to spending. According to Polk data , Hispanics are the only growth lever in the auto market. A whopping 20% of all auto sales in the past 5 years were purchased by Latinos.

Registration based data shows a direct correlation of sales to advertising, and brands and businesses who engage with this audience via Hispanic digital marketing can see the payoff in the long run.

Hispanics drove:

New Car Sales (+8% vs. -4% Non Hispanic)
Leases (+21% vs 5% Non Hispanic)
Luxury (+19% vs +7%)
SUV’s (+41% vs 23%) and Pickups (+41% vs. 16%)

If you haven’t yet considered marketing to the Hispanic market, the time to get started is now!

How to Get Started with Digital Marketing

This year, developing and refining your online presence via digital alternatives and digital marketing has never been more important - especially as the holiday shopping season has begun earlier than ever before.

Whether you go completely digital, or combine in-person with online options, people are eager to know your business hours, what’s in stock, and if curbside pickup or online options are available. With leaving home never being quite as scary as it has been this year in 2020, extra reassurance and accurate online information from businesses is crucial for consumers. Using digital marketing to let consumers know what you have to offer is vital.

Thinking about getting started? Feel free to contact one of our expert digital marketing consultants or find a location near you today. No question is too big or small!

How has the Pandemic Impacted the Hispanic Market?

Fri, 25 Sep 2020 16:55:52 GMT

Covid-19 has impacted people of all backgrounds, and the Hispanic community has been no exception. From health, family, finance, shopping habits, and more, keep reading to find out how the community has reacted and adapted to major changes - and learn what it spells out for Hispanic marketing as a whole.

Hispanic Communities have Experienced Major Changes to their Everyday Lives

Hispanic families and individuals have been feeling the pressure of the pandemic in more ways than one. The most obvious result of Covid-19 is the impact it’s had on the health of the nation’s Hispanic communities - with Latinos facing life-threatening difficulties from the virus at a rate that is estimated to be about four times the rate of non-Hispanic whites. The prevalence of Latinos in service jobs, a lack of access to health care, a likelihood of having pre-existing conditions, and the common cultural practice of multigenerational living have all contributed to why the virus has had such a major impact within the community.

While employment rates have fluctuated in the past year as a result of lockdown restrictions and mass layoffs, the unemployment rate for U.S. Hispanics increased from 4.8% in February to a peak of 18.5% in April, before dropping down to 14.5% in June. In addition to worrying about their own mental and physical health, finances, employment, etc., many Latinos have also faced the added stress of navigating childcare as a result of school closures and schedule changes.

Consider the stats below:

About 4 out of 10 Hispanic adults with children younger than 12 at home say handling child care responsibilities has been difficult for them during the outbreak, compared with 28% of their white counterparts with children of the same age group.
More Latinos ( 24% ) than whites (17%) say that the coronavirus has had a negative “major impact” on their mental health.
Among Latinos, 28% are considered to be in the “high psychological distress” category (28%), which is higher than their black (26%) and white (22%) peers.

Source

Latinos are Glued to their Digital Devices More than Other Groups

Like many consumers across the country (and across the world too), the pandemic has accelerated the rate of digital transformation and increased the amount of time people spend on digital platforms. Undoubtedly, video streaming has emerged as a key player to combat boredom, stay entertained, and has served as a talking point among friends and family who bond over their favorite shows and movies. It also tends to be a lower cost alternative to traditional cable TV. For more information on this topic, feel free to check out our post here about reaching Hispanic audiences with video streaming.

Hispanics in particular have been early adopters of video streaming subscriptions pre-pandemic, with 61% of them signed up for two or more video streaming services. Despite already being signed up for these services, it’s also estimated that over half (60%) of the Hispanic population is now spending three to five more hours than usual streaming video as a result of staying home more.

Prior to the pandemic, Hispanics have over indexed on social media use as well. As an efficient way to stay in touch with friends and family - especially for those with loved ones living in other countries - social media use has skyrocketed even further among the Hispanic demographic as a key information resource. A whopping 57% of Latinos are more likely to use social media platforms as a primary source of information about the coronavirus compared with non-Hispanics. They’re turning to their smartphones for news, health advice, entertainment, and staying connected with friends and family.

Shopping among the Hispanic Market has Increased, with a Huge Shift to Online Shopping

While the Hispanic community has faced both health and economic uncertainties, this hasn’t stopped them from shopping.

With the interest of both themselves and their families in mind, the Latino market has embraced online shopping at rapid rates that outpace the general population:

Hispanic adults (26%) are more likely than white (19%) and black (20%) adults to have used a food delivery service instead of going to a restaurant or grocery store as a result of the coronavirus outbreak.
Hispanics are paying attention to online sales and offers, with over half (55%) saying “there are more sales and offers online right now” and 45% believing “they are visiting web pages more often and therefore see the sales more.”
Hispanics are shopping more in a single day than the general population, with 16% saying they are shopping at least every day, compared to 14% of the general population.

Source

How can you apply this information to your business and to the Hispanic market as a whole? It doesn’t have to be complicated. By advertising online and emphasizing your business’ online offerings, you can provide the value and convenience that Hispanic consumers are looking for.

Want to see an example of how businesses can help the Hispanic community while also generating interest for their services? Check out our case study from April of this year to see how TurboTax partnered with our San Diego team to inform Hispanic audiences about their finances during the pandemic - you won’t want to miss out on these results.

How do Changes in Consumer Behavior Affect Hispanic Marketing?

Now is the time to get started with Hispanic marketing - and Hispanic digital marketing in particular. With the accelerated growth of digital platforms across the board, coupled with higher usage rates among Hispanic consumers, developing a Hispanic digital marketing plan can be a perfect match for your business.

Given the facts that we know about how consumer behavior and expectations are changing as a result of Covid-19, businesses who do their part to reach consumers online, offer safe at-home/digital alternatives, and who can demonstrate their value will see their efforts pay off in the long run. By engaging with Hispanic consumers on their most frequented platforms through YouTube video marketing, Connected TV (CTV) marketing, social media marketing, and more, your business can ensure that its ad dollars are going to good use among a highly receptive digital audience.

Does your area have a large or growing Latino audience? As the public continues to push for inclusivity, are you considering the ways your business can be more inclusive when it comes to your marketing plans? Whether you’re beginning from scratch with your digital marketing strategy or looking to spruce up your current strategy, a Hispanic digital marketing agency can offer you the expertise and industry knowledge you need to get started. Click here for tips on what to look for and how to choose a local Hispanic marketing agency in your area.

How to Get Started with Digital Marketing

From shopping online for safety and convenience, to digital entertainment from social media and video streaming, marketing across these wildly popular platforms and increasing your business’ online presence is no longer an optional method for reaching consumers - it’s the primary method.

With the Hispanic market in need of convenience and safety, along with their hyper-digital tendencies that allow them to stay connected and entertained, reaching this group with the help of a strategic Hispanic digital marketing plan can make a huge difference for your business.

Head over to our locations page to find a location near you today. Curious to learn more? Check out our services , and feel free to contact one of our expert digital marketing consultants. No question is too big or small!

The Power of Podcasts: 3 Benefits of Using Podcast Marketing to Grow your Business

Thu, 17 Sep 2020 16:37:06 GMT

T hese days, podcasts are everywhere. From fan favorite shows on Spotify, Pandora, Apple, iHeartRadio, and more, there’s plenty of options to choose from to get your podcast fix. Other than being a source of entertainment, podcasts can also be a great way for brands and businesses to reach key audiences as they listen in. Keep reading to learn more about the benefits of podcast marketing and how it can help you connect with consumers to grow your business.

1.Build Trust and Increase Purchase Intent

Did you know that over half (54%) of podcast consumers say that they are more likely to consider the brands they hear advertised on podcasts? Why is that? Podcast fans tend to spend a lot of their time listening to podcasts. Whether it’s on their commute to work, at home, or with friends, podcast consumption has become a habit and routine among listeners. Over time, consumers develop familiarity and trust for their favorite podcast shows and hosts. Ever listen to a podcast or radio show and feel like you’re catching up with an old friend? It's no wonder why podcasts have become so popular - and listeners tend to remember what they hear on them too.

Consider these facts on podcast consumption from a 2019 Podcast Trends Report :

82% of people listen to podcasts for more than 7 hours each week.
33% of respondents have listened to a podcast on a smart speaker.
59% of respondents spend more time listening to podcasts than on social media.
55% of respondents said they purchased an item after hearing it advertised on a podcast.

Because listeners spend lengthy amounts of time listening to their favorite shows, they’re invested and more likely to recall the information they hear. Additionally, unlike other ad types, ads on podcasts are unskippable - meaning that all ears are on your business’ ad for the duration of the ad placement.

Podcast Ads in Action

Podcast advertising isn’t necessarily new - but it’s recently been gaining popularity, and businesses across many industries have seen success after running podcast ad placements. In one study from 2019, 800 listeners aged 25-54 were exposed to a podcast ad for a staffing firm across a popular podcast talk show. Compared to consumers unexposed to the podcast ad, those who heard it experienced much higher levels of recall - and key brand metrics also saw a major lift after exposure to the ad:

Intent to seek more information and intent to recommend the staffing firm grew +73% among the exposed listeners compared to those unexposed.
Familiarity (+67%), purchase intent (+64%), and affinity (+60%) also saw significant growth and increased awareness for the firm’s services.

2.Reach Targeted Audiences for Maximum Engagement

If you’re looking to reach target audiences according to their age and specific interests, podcast marketing is a no-brainer - one-third of Millennials are regular podcast listeners. If your aim is to reach consumers from specific income levels, podcasts have got you covered too. Findings show that roughly 34% of surveyed participants who make $50,000 to $75,000 annually and 32% of those making $75,000 to $100,000 listen to podcasts daily - which are higher rates than any other income brackets.

Podcast marketing can also allow your business to reach more people at once. Thanks to the growth of smart speakers (more on that in our previous article here ), Nielsen has found that listeners are now also playing podcasts out loud on their speakers and in the presence of more people - giving your business the opportunity for even greater reach.

Source

Reach Multicultural Audiences

Podcast marketing has an added bonus of effectively reaching multicultural consumers. When it comes to reaching the Latino market, podcast advertising provides double the opportunity to reach consumers thanks to the prevalence of both English-language and Spanish-language podcast offerings available - and listening has skyrocketed since the beginning of the Covid-19 outbreak.

According to Edison Research’s 2020 Latino Podcast Listener Report , findings for monthly Latino podcast listeners aged 18+ include:

80% say they are listening to podcasts more now than compared to one year ago.
26% say the source they use most for podcast discovery is social media posts, followed by recommendations from friends and family at 22%.
73% listened to an English podcast in the last month and 49% listened to a Spanish podcast in the last month.
47% agree it is “somewhat important” or “very important” that the podcasts they listen to include stories about and perspectives from their countries of origin.

Adding a podcast marketing component to your overall Hispanic digital marketing strategy can be a great way to complement your digital marketing campaigns by reaching highly engaged Hispanic audiences as they tune in to their favorite shows. By partnering with podcast shows made by and for the Latino community, businesses can reach this demographic in a highly personalized and relevant environment to create a lasting impression.

3.Connect with Listeners in a Growing Digital Environment

2 020 has shown that the digital marketing environment is ever-changing and ever-growing as it continues to adapt to the needs of consumers. With the huge shift to digital platforms this year, podcast marketing has remained a point of growth within digital radio during the pandemic. eMarketer projects that spending towards all types of podcast ads, including host-read sponsorships, will rise by 10.4% this year to more than $780 million - and will surpass $1 billion in the U.S. for the first time next year.

That being said, it’s clear that businesses and marketers alike are taking notice of the power of podcasts. With growing audiences accelerated by new listeners joining each day, podcast marketing has been on an upward trajectory for good reason - and it’s expected to keep increasing.

Source

H ow to Get Started with Digital Marketing

There’s no doubt that podcasts have become a staple in the world of digital. From true crime mysteries, sports recaps, interviews with celebrities, cultural shows, educational listening, and more, podcasts have something for everyone. With the ability to reach audiences from a wide range of backgrounds and interests, as well as targeting capabilities, you can tailor ads to reach the right audiences at the right time - for the best results possible.

Want to see what digital audio marketing can do for you or check out other digital marketing solutions ? Feel free to contact one of our expert digital marketing consultants or find a location near you .

General question s ? We can answer those too. No question is too big or small!

Socially Responsible Marketing: How to Use Cause Marketing to Make a Difference in your Community and for your Business

Fri, 11 Sep 2020 16:04:37 GMT

Given current events such as the Covid-19 pandemic and a heightened awareness of social issues across the news and media, it’s no surprise that businesses and consumers alike have been placing an increased emphasis on giving back. While the idea of “voting with your dollar” and making a difference is nothing new, it’s been taking off recently - and it doesn’t show any signs of stopping. Read on to see how you can incorporate cause marketing and socially responsible marketing to not only be of service to your community, but to also make a difference for your business.

What is Socially Responsible Marketing?

T he concept of socially responsible business practices and marketing focuses on the idea that businesses should be good citizens by balancing their business strategies with activities that benefit society, whether it’s on a local, national, or global scale. When it comes to marketing, social responsibility can play a role by focusing on attracting consumers who have an end goal of making a positive difference through their purchases. In other words, philanthropy and marketing can go hand in hand by promoting values that align with consumers and the interests they’re passionate about. For instance, a Forrester Research study found that roughly 52% of U.S. consumers factor values into their purchase choices, and seek brands that proactively promote beliefs and values aligned with their own.

Doing good when it comes to purchase decisions isn’t a uniquely American thing though. According to a Nielsen survey of 30,000 worldwide consumers, products were willing to pay 66% more for goods from brands that demonstrated social commitment. Yes, you read that right. Not only are consumers more likely to pay for products or services that demonstrate commitment to a social cause, but they’re also willing to pay more for brands who show they care. That’s not to say that you should always up your prices when using cause marketing, but it goes to show how dedicated consumers can be when it comes to supporting a cause they care about. So, how can brands get this message across?

Luckily, there are plenty of ways for brands and businesses to implement social responsibility practices, and some may make more sense than others given the nature of their business. From sustainable packaging, promotions supporting local organizations, donating portions of profits toward charities, and more, there are many ways to weave social responsibility into your business’ marketing plan. For instance, Nike was able to incorporate their support for women by advocating for and highlighting the stories of resilient women in sports across their campaigns, and State Farm insurance strengthened their relationship with the Black community by creating the “50 Million Pound” campaign to give back to the community and educate African-Americans about the risks of being overweight. While these are bigger brands, small businesses can also find ways to get involved with cause marketing by partnering with local organizations and groups on a smaller scale.

However, bear in mind that you also need to walk the walk. If your business claims to support a particular cause, you’ll need to keep up the work and do your part. Consumers can sense authenticity - and inauthenticity. In fact, 65% of respondents from a consumer survey said that they research a company's stand on an issue first to see if they’re credible, so make sure you actually do your part! Although it can sound daunting to get the ball rolling at first, social responsibility in marketing can eventually pay for itself by building trust with consumers and converting them into potential loyal customers who are happy to do business with you.

How Can Local Businesses Use Cause Marketing?

Cause marketing involves taking the idea of social responsibility a step further by choosing a specific cause to align with. It’s crucial that you understand your core consumer base to provide the most value possible, while keeping in mind that audiences are savvy and can pick up on any traces of inauthenticity. For a more seamless integration, it’s best to incorporate cause marketing into your business’ long term plans. Instead of a one and done contribution, consider making yearly goals for annual fundraisers or events. Picking a cause is great, but you should aim to pick one that you genuinely believe in and want to support. While it’s best not to choose a cause that is too polarizing for your audience base, aligning with a local charity or group can be a safe bet and a great way to get started.

Thankfully, you don’t need a huge budget to begin using cause marketing, and it can help if you team up with a local marketing agency to successfully get the word out about your business. Since digital marketing tends to be the most cost effective while also having the ability to reach more people across popular digital platforms, a digital marketing agency can help you establish marketing metric goals for your campaign in order to see maximum growth. Thanks to digital’s capabilities, you can also target specific audiences in your area who may be more interested in or more likely to support the cause you’ve aligned with. Whether you’re looking for increased awareness, lead generation, or audience engagement, a marketing agency can help you see the process through from beginning to end. For tips on choosing a local marketing agency for your business, feel free to check out our article on the subject .

Considering that one out of two consumers are belief-driven buyers, it’s worth keeping up the momentum with cause marketing. Not only does it add purpose and create a conversation between you and your target audience, but it can also set you apart from competitors. To take things a step further, turn your cause marketing campaigns into a celebration. By getting employees involved, setting fundraising goals, and celebrating contributions and milestones, both your business and community can take part in making a positive impact - and enjoy the process too.

How to Use Cause Marketing within Multicultural Marketing

The U.S. is on track to become a minority-majority country within the next two decades. If you haven’t already considered reaching growing multicultural audiences with a designated multicultural marketing plan, the time is now. That being said, aligning your cause marketing efforts can go hand in hand with your multicultural marketing plan given that marketing to audiences of specific cultures can lend itself to aligning with their interests and values. However, it’s important to keep in mind that having a socially responsible company or diverse company does not replace the importance of a multicultural marketing strategy. While socially responsible and diverse companies are great, they can still fail to engage with multicultural audiences if they do not have a proper external outreach plan in place. So how can your business reach these consumers effectively?

Digital is your best bet. For instance, when it comes to reaching Hispanic audiences, 88% of digital-using Latinos pay attention to online ads that include aspects of their culture, and Latino millennials are 66% more likely to connect to social media and digital platforms through their cell phones. Since U.S. Hispanic audiences in particular are digitally savvy and receptive to ads that acknowledge their culture, they’re a key demographic you cannot afford to miss out on. Adding a digital marketing strategy aimed at the Latino market is a great way to get started, and choosing a Hispanic digital marketing agency that’s on top of the latest trends and knows this audience inside out is a recipe for success. Head on over to our case studies to get a better idea!

Aside from being the second-largest ethnic group in the U.S., Hispanics are also younger than other groups with a median age of 30, according to the Pew Research Center . With research showing that younger audiences are especially keen on supporting socially responsible businesses, practically any brand that wants to engage with Millennials or Gen Z consumers needs to position themselves to appeal to Latinos - yet many businesses tend to miss the mark. Cause marketing centered around Hispanic audiences doesn’t have to be overly complicated. Some ways to get started include supporting causes around citizenship, immigration, Hispanic heritage, and more. Additionally, there are plenty of areas to look into for helping the nation’s Latino population, especially when it comes to health and education disparities as a result of the Covid-19 pandemic. The options are endless, and working with an agency that is a part of the culture and understands core values can go a long way in creating a cause marketing campaign that makes sense for the audience you have in mind.

How to Get Started with Digital Marketing Today

Consumers have never been more willing to support brands that are aligned with causes that reflect their values. From the global pandemic and global events that have skyrocketed the public’s attention toward social issues, there has never been a better time to do your part to help as a business - and it might even help you out more than you know in return.

Want to learn more about getting started? If you’re new to digital marketing or would like to give your current digital marketing strategy a boost, feel free to contact one of our expert digital marketing consultants or find a location near you today. No question is too big or small!

Planning in a Pandemic: Covid-19’s Lasting Effects on Digital Marketing and Digital Behavior

Thu, 03 Sep 2020 17:17:12 GMT

The Covid-19 pandemic has impacted practically every aspect of life as we know it. Have you been spending more time on your phone reading the news, watching more content on your streaming devices, or making more purchases online? If you’ve answered yes to any of these examples, you’ve experienced the firsthand effects that Covid-19 has had on digital behavior and digital marketing. Keep reading for insights into how the pandemic is reshaping the world of digital, as well as key trends to look out for when planning your digital marketing strategy in a year like no other.

Digital Video is Here to Stay

Although other ad types have had budgets pulled or halted due to the financial impacts of the pandemic, ad-supported video-on-demand (AVOD) platforms have experienced major ad revenue growth in 2020, with eMarketer currently forecasting that US CTV ad spending will grow by 25.2% this year thanks to increased usage amid at-home social distancing. Aside from the entertainment and anti-boredom properties that digital video has provided stir-crazy consumers, it has also been a go-to source for comfort and connection.

A recent article by Think with Google interviewed Susan Kresnicka, a U.S.-based cultural anthropologist, who specializes in studying the relationship between fundamental human needs and consumer behavior. Her team has come up with a framework for understanding consumer behavior as it relates to the top three core needs that people experience: self-care, social connection, and identity. She explains, “When the pandemic upended life as we knew it, many of the ways we were used to meeting our needs became untenable. So people are learning new techniques to soothe their anxious minds.” From increased searches for nature sound videos to unwind and de-stress, to a surge in cooking video searches to connect and create in lockdown, video has played an important role in self care and social connectedness for consumers everywhere.

In fact, an entire “With Me” genre has emerged on YouTube, and views of “#WithMe” videos have grown by 600% since March. For those missing in-person experiences and a sense of identity, daily views of videos with “museum tour” in the title, for example, have seen a 60% increase in an effort to replicate in-person visits in the comfort and safety of home. So what does this mean for your business and your digital marketing strategy? Keeping core needs of self-care, social connection, and identity in mind are crucial for creative messaging strategies that resonate with consumers. Since audiences are spending more and more time watching their favorite YouTube videos and streaming online movies and TV shows, developing digital video ads as a part of an ongoing digital marketing plan is a surefire way to reach consumers where they spend a significant amount of their time. Additionally, because consumers crave in-person experiences and connection, finding ways to close the gap through digital methods and innovative solutions such as online visits, virtual/augmented reality add-ons, and personalized online customer service can make all the difference.

Brands and Businesses are Uniquely Positioned to Help and be Helped

Consumers of all generations are looking to brands and businesses to step up to the plate. In one report , during the height of the pandemic, Millennials, Gen X-ers, and Boomers were instructed to keep an online diary of their thoughts and feelings throughout the lockdown. The top concerns across groups turned out to be security, inspiration, and peace of mind, with questions ranging from whether or not it was worth it to stay home or risk going out, shop online or in-store, or remain cautious or optimistic about the future. Unsurprisingly, many consumers reported feeling torn and unsure of which decisions to make given the uncertainty that the pandemic has inflicted in their daily lives.

Luckily, brands and businesses are uniquely positioned to help, since growing numbers of people have lost their sense of trust for other resources that they previously thought they could depend on. One important way that brands and businesses are providing comfort lies in how they have expressed empathy for the struggles that people may be facing at the moment. By recognizing these pain points and empathizing with new difficulties as a result of the pandemic, brands can connect with consumers and leave a lasting impression while also boosting consumer confidence in their products or services. Consumers who participated in the pandemic diary activity named brands that addressed duality and were able to provide a sense of much-needed comfort and balance in the middle of the daily chaos in quarantine - showing that the efforts of brands who took the time to truly listen did not go unnoticed. By keeping these trends in mind, how can you adjust your creative messaging to strike a chord with consumers? Can you do more to offer in-demand digital alternatives, like online appointments or online shopping options to provide customers with a sense of safety and comfort?

In the face of difficulty, it’s no secret that people everywhere have also relied on community and togetherness to get through the daily grind. Video streaming and social media have been at the forefront of this tendency, with users visiting social networking sites and using online streaming more often than they were prior to the pandemic as a way to destress and reconnect with friends and family from a safe distance. A sense of connectedness has also extended to supporting local communities and the local businesses that make them up - making now an optimal time to promote your business to local consumers who are willing and ready to show their support. Check out one of our previous posts on local business strengths to use to your advantage for more tips on getting started.

Social Media is a Source of News - and Comfort

T here’s no doubt that social media has completely changed the world of digital marketing (and the world in general if we’re being honest). Did you know that consumers are spending more time on social networks for news and entertainment, with the average user scrolling through 300 feet of content per day on social networks like Facebook, Instagram, and Twitter? That’s a ton of content - and a huge part of the everyday lives of consumers, making it a crucial touchpoint for reaching them.

By keeping this in mind and optimizing for the multitude of devices that consumers use to stay connected, such as smartphones, tablets, PC devices, and more, brands and businesses of all sizes can deliver personalized advertising experiences to consumers by leveraging the power of social media. Looking to target specific users based on their age, interests, or demographics? Yet again, social media and digital-first channels have got you covered. At a time when consumers are looking to their favorite social media channels and influencers for news, entertainment, and a sense of trust, social media marketing and influencer marketing can inform purchase decisions, provide social proof, highlight positive reviews and customer experiences, and improve messaging strategies all in one place.

If you’re looking to reach or have been thinking about reaching multicultural audiences, social media is especially powerful. For instance, according to a new Nielsen report , Hispanic audiences are 57% more likely to use social media platforms as a primary source of information about the coronavirus compared with non-Hispanics, and are using social media, mobile apps and other digital platforms at higher overall rates than the general U.S. population amid the coronavirus pandemic. While Hispanic consumers have been over indexing on digital use prior to the pandemic, their heightened use of social media as a way to stay connected and informed makes using social media marketing a no-brainer if your business is looking to reach this demographic. If you haven’t already considered reaching this group, you probably should be - since it’s likely that your area has a growing Hispanic population. In the last nine years alone, the Hispanic population has shown a major growth trajectory at approximately 20% - that’s 10 million new residents to the country, and roughly 19% of the country's total population share!

How to Get Started with Digital Marketing

As we’ve all witnessed, 2020 has been digital’s year to shine - and this trend isn’t going away as consumers continue to embrace and adapt to online platforms as their main source for news, entertainment, and peace of mind. Is your brand or businesses ready to use digital marketing to reach today’s consumers and expand your business?

Feel free to contact one of our expert digital marketing consultants or find a location near you to get started. No matter your marketing objectives, we’ve got you covered with an array of available digital solutions . General questions? You can contact us for those too. No question is too big or small!

Everything you Need to Know about Hispanic Marketing for Hispanic Heritage Month

Tue, 25 Aug 2020 15:55:44 GMT

There’s a lot more to Hispanic Heritage Month than meets the eye. Historically, brands and businesses have had a tendency to throw together last minute marketing plans to reach Hispanic audiences around this month-long celebration of Hispanic culture - but there’s a lot that could be improved upon. Keep reading for insights into how U.S. Hispanics really feel about the month, and find out how to reach them more authentically and effectively not only for 30 days, but year-round.

The History of Hispanic Heritage Month in the U.S.

Hispanic Heritage Month is celebrated from September 15th - October 15th every year. It began as Hispanic Heritage Week in 1968, but was expanded to take place for a full month in 1988. The September 15th start day is significant since it marks the anniversary of independence for a multitude of Latin American countries including Costa Rica, El Salvador, Guatemala, Honduras, and Nicaragua. Mexico also celebrates its independence shortly after on September 16th, and Chile celebrates their independence day on September 18th. Additionally, Columbus Day, renamed as Día de la Raza and/or Indigenous People’s Day, takes place on October 12th, also falling within the 30 day period of Hispanic Heritage Month. The day has been reclaimed as a celebration of resistance among many Latin American communities given the history and aftermath of colonial forces.

The intended purpose of the month-long acknowledgement of Latino culture was for Americans across the country to learn about and celebrate the histories and cultures of American citizens whose ancestors came from Latin American countries, as well as honoring their contributions to the United States. Despite positive intentions, Hispanic Heritage Month, like many holidays, has been altered and commodified over time. While no U.S. Hispanic individual can necessarily speak for the entire community, many members have voiced their frustrations with the way the celebration has been warped over time as a haphazard way for brands, businesses, and the general public to care about the community for 30 days before moving on and forgetting about them for the rest of the year.

For instance, a survey conducted by the editorial staff at Remezcla spoke with members of the U.S. Hispanic community to get their thoughts on what Hispanic Heritage month means to them. Latinx advocate Paola Ramos explained, “I think it’s meant to be a reminder for Latinos to take pride in our culture. It should, however, serve as a moment for other people and institutions to not only educate themselves about our history, but to also take concrete actions that uplift our community.” Echoing a similar thought around wanting to see sustained investment in the community, editor Suzy Exposito expressed, “It’s good for us all to know our history, especially that of our ancestors’ resistance...But perhaps we ditch the month and commit to keeping each other educated year round.” Evidently, giving a quick nod to Hispanic culture isn’t cutting it for consumers - they want to have a seat at the table and know they’re not just a seasonal one time topic.

What You Need to Know about the U.S. Hispanic Population

Aside from learning about and acknowledging the history at stake, it’s also crucial to recognize the history currently being made by U.S. Hispanics by understanding their massive impact on the U.S. population as a whole. As the nation’s second-fastest-growing racial or ethnic group, Hispanics made up 18% of the U.S. population in 2018, and are on track to keep growing in size. In New Mexico alone, Latinos are the highest share of a state’s population at 49% - followed by Texas and California, where 39% of their respective populations are comprised of Latinos.

While Hispanics in the United States come from or are descended from all parts of Latin America, it may help to know that people of Mexican origin account for roughly 60% (36.6 million) of the nation’s Hispanics, followed by individuals of Puerto Rican origin at 5.6 million according to Pew Research . Other Hispanic origin groups with more than 1 million people living in the U.S. include Salvadorans, Cubans, Dominicans, Guatemalans, and Colombians. Many people tend to lump all U.S. Hispanics into a single category, but not all Hispanics in the United States are the same. While there are cultural similarities across groups, each origin group has their own set of traditions and celebrations, slang, foods, and more. The picture becomes even more complicated when considering additional factors like generational status, age, acculturation, and more. Wondering how this all plays a role? Check out how we take the full picture into account here .

Despite common assumptions about the majority of Hispanics in the U.S. being foreign-born, immigrants make up a declining portion of the U.S. Hispanic population as the U.S.-born Latino population continues to grow. This growing population has culminated in a major year that highlights the importance of the Latino influence - with a record 32 million eligible voters in 2020, making Hispanics the largest racial and ethnic minority group in the electorate. Contrary to another popular belief, many Hispanics in the U.S., especially younger generations like Millennials and Gen Z, are bilingual or English dominant. Unfortunately, many brands and businesses make the mistake of thinking that simply translating from English to Spanish will be enough to take care of their Hispanic marketing strategy, without understanding the many nuances that are involved in the process, including components such as language preferences.

Year-round Hispanic Marketing Tips

Although celebrating Hispanic Heritage Month is encouraged, it only goes as far as the rest of your long-term Hispanic marketing plan. Consumers are keenly aware of when brands give them a quick shout out and then move on to the next trend - so what makes Hispanic marketing go right, and what makes it go wrong? Check out some of the tips below to avoid making common faux-paus amongst a growing and influential audience. Make sure your campaigns go the distance all year long!

Create meaningful content: Building out helpful conten t , landing pages, and educational resources to reach members of the Hispanic community during Hispanic Heritage Month and as a part of an ongoing Hispanic marketing strategy is a great way to show you care. By providing helpful tips and making content about your brand or business accessible to members of all backgrounds, your business can not only make strides in diversity and inclusion, but also see major business results. A recent Google survey of nearly 3,000 consumers found that 64% took an action after viewing an ad they considered inclusive. It also found that surface level diversity doesn’t cut it - and it can unintentionally perpetuate stereotypes and reduce diverse groups to a monolith by feeling forced. According to Google’s insights, the best way to tell inclusive stories is to hire diverse storytellers. Which leads us to our next point…

Partner with a multicultural marketing agency: Establishing a strategic partnership with a Hispanic marketing agency/multicultural marketing agency can be the difference between Hispanic marketing campaigns that miss the mark and ones that can leave a lasting impact to drive major growth for your business. Since Hispanic marketing agencies live and breath Hispanic marketing, they know the ins and outs of the Latino market and how to reach this audience effectively thanks to extensive cultural knowledge, industry trends, and consumer behavior insights. They can also help guide you through Hispanic-specific initiatives to target Hispanic consumers in your area, whether it’s reaching them via digital marketing, broadcast initiatives, or through local community-focused events.

Keep up the momentum: Stay connected with Hispanic consumers to keep engagement going beyond just Hispanic Heritage Month. Staying up to date is crucial as the Hispanic market continues to grow, change, and evolve over time. Getting to know Hispanic audiences and their preferences shouldn’t just be a one-time thing, and brands and businesses who adapt sooner than later will have a leg up on the competition as Hispanics in the U.S. continue to gain prominence, buying power, and influence.

How to Get Started with Hispanic Digital Marketing

Now that you’ve learned more about the history of Hispanic heritage month and about the current U.S. Hispanic population, you may be wondering how to get started. The Hispanic market isn’t a one-size fits all group, so it’s natural to feel a bit overwhelmed at first. No need to fear! We’ve got you covered.

Feel free to contact one of our expert digital marketing consultants or find a location near you to begin your Hispanic marketing journey. We’ve also created a guide on how to choose a Hispanic marketing agency for your local business .

General questions? Don’t hesitate to contact us . No question is too big or small!

4 Things you Need to Know about Today’s Hispanic Consumers

Thu, 20 Aug 2020 16:58:31 GMT

The days of treating Hispanic marketing as an afterthought are long gone as Hispanic audiences across the country continue to grow - yet many brands and businesses often miss the mark when it comes to addressing and engaging with them. Hint: If you’re only reaching out to Hispanic consumers during Hispanic Heritage Month, they’ll see right through it. Keep reading for four things you need to know about this group and their preferences in order to reach them effectively.

1.Identity is Important, but Not All Hispanics Identify the Same Way

Hispanic, Latino, Latina, or Latinx? With a multitude of terms to choose from, it’s important to know the difference between them. While these terms are often used interchangeably, a person’s age, educational background, country of origin, generational status, and cultural preferences all come into play. In recent years, the term “Latinx” has emerged as a gender-neutral label to describe the nation’s Hispanic population, instead of “Latino” to refer to men and “Latina” for women. The term has gained popularity since it was first introduced, however, according to a recent Pew Research study, younger Hispanics ages 18 to 29 are most likely to have heard of it and use it to describe themselves (42% vs. 7% for the 65 or older age group). Hispanic women in the 18 to 29 age group use the term most, whereas only 1% of Hispanic men in the same age group said they use it.

Educational attainment is another contributing factor, since Hispanics with college experience are more likely to know about the term than those without college experience - and about four-in-ten Hispanic college graduates say they have heard of the term Latinx. The data also shows that U.S. born Hispanics are more likely to have heard of the term, and Hispanics who are bilingual or English-dominant are more likely to use it than those who are foregin born and/or prefer to speak Spanish.

The study also showed that country of origin labels (such as Mexican, Cuban, Ecuadorian, etc.) are preferred among the population they are meant to describe, and most (61%) say they prefer Hispanic to describe the Hispanic or Latino population in the U.S., while 29% say they prefer Latino - consisting mainly of immigrants, college graduates,and those who mainly speak Spanish. Meanwhile, Hispanics who are third generation or higher (72%) are among the most likely to prefer Hispanic. What does all of this mean when it comes to marketing? Knowing how to address Hispanic audiences is the first step, which can then be complemented by a targeted digital marketing strategy to hone in on the specifics such as age, preferred media platform, income, education level, interests, and more. Feel free to check out our Hispanic digital marketing glossary for additional terms, tips, and preferences among the U.S. Hispanic population.

2.Inclusive Media is no Longer Optional - it’s the New Standard

Despite the rapidly growing multicultural population in the U.S., a gap in inclusive media and marketing strategies persists. Although Black and Hispanic audiences are the fastest-growing segment of the U.S. population, these groups are often an afterthought for many brands and businesses outside of culture-specific events such as Hispanic Heritage Month or Black History Month. Aside from reaching consumers of all backgrounds to support diversity and inclusion, both general market and multicultural consumers alike have shown that they prefer inclusive media and brands who convey inclusive messaging in their advertisements year-round. Recent research shows that 64% of consumers report to have taken action after seeing an ad that they considered to be diverse or inclusive - and the rate is even higher among the Latino market at 85%.

Luckily, there are plenty of ways to incorporate more inclusive strategies in your marketing plans. Did you know that half of the Hispanic population in the U.S. lives within ten media markets ? Local media channels are a great way to reach them, whether it’s through digital marketing, local radio, or TV depending on the age group and background of the consumers you’re aiming to reach. It’s important to keep in mind that multicultural audiences, especially Hispanics, over index on digital platforms and are the backbone of major online platforms such as YouTube and social media. Since mainstream media still has a ways to go in terms of including diverse characters and storylines, members of the Hispanic market have flocked to YouTube and social media for content from creators and influencers they can relate to. Connected TV and online streaming is also a popular medium for reaching Latinos thanks to the wider and more diverse range of program offerings available.

Adding Spanish-language content to your campaigns is another great way to ensure that your brand effectively reaches Spanish-speaking members of the Hispanic market, but this isn’t the only way to capture their attention. Whether it’s through conveying messages with mindful and conversational copy, or by including images of customers from all backgrounds in your ads, a Hispanic digital marketing agency composed of experts who are also a part of the Hispanic community can help you get started to ensure that your business reaches Latinos in a relevant and engaging way. By delivering strategic and thoughtful ads across top platforms, your business can experience not only a lift in awareness, but it can also benefit from consumers who are more engaged and interested in giving your products or services a try.

3.U.S. Hispanics are Avid Digital Users, and Current Events have Accelerated this Trend

Covid-19 and the current political climate has undoubtedly heightened awareness around the importance of multicultural media and marketing - and Latinos are using social media, mobile apps, and other digital platforms at higher rates than the general U.S. population as a result of social distancing guidelines. According to a new Nielsen report , Hispanics are 57% more likely to use social media platforms as a primary source of information about the coronavirus compared with non-Hispanics, and although they have have over-indexed in smartphone use for many years, they are currently spending almost two more additional hours per week streaming and using social media on their phones compared to the total U.S. population.

Latinos have continued to embrace social media more than most for both information and entertainment amid lockdown restrictions - with U.S. Spanish-language news seeing a massive 71% increase in social media activity around their programs compared to the previous year. This is a vast difference compared to English-language news at the same time, which only increased by 17%. U.S. Hispanics also mobilized around the power of social media to support the Black Lives Matter movement - with 57% spending over one hour and 27% spending three or more hours per day on social networks, compared to the total population’s 48% and 20% rates, respectively.

Targeted media has been shown to leave a significant mark on multicultural consumers as well, with a new study from Horowitz Research showing that three-quarters of Hispanic consumers are at least occasional consumers of Hispanic targeted media, and over 40% are frequent consumers. In addition to this, about six in ten Hispanic consumers feel it is important for brands and advertisers to support multicultural media by advertising in it - and more than four in ten say that they are more likely to consider brands that advertise on targeted multicultural media when deciding which businesses to support. If your business doesn’t already have a targeted Hispanic marketing plan in place, there has never been a better time to get started.

4.The Hispanic Market and Data are Always Evolving

Historically, brands and businesses have been hesitant to invest in Hispanic digital marketing efforts due to an unfamiliarity with the market and expectations, which has led to an underdeveloped pool of data to reference. Data around the Hispanic market is being analyzed further alongside a growing recognition that estimates often don't account for the full picture given current accessibility and reporting among the underserved Hispanic population. For instance, in terms of online search trends and search engine optimization (SEO), Spanish-language alternatives are often overlooked in the U.S. compared to English-language search. The CPC (cost per click) for Spanish search terms vs. English search terms show a vast difference in where the money is going towards - however, businesses who start investing in Spanish-language search can have a leg up on the competition by implementing these search terms for a mere fraction of what the English-language equivalent terms currently go for.

With the rise of digital payment alternatives and new mobile apps, transactional data from the likes of Android, Apple, Samsung Pay, and more are providing valuable data for marketers to use when it comes to tracking the consumer purchase journey to gain additional insights. At first glance, this would be great news for Hispanic marketing since Hispanics over-index in smartphone and digital usage. However, because the Latino population also tends to pay in cash more frequently compared to other groups, there’s a gap in transactional data that isn't being recorded via mobile payment and credit cards. This means that much of what Hispanic consumers are spending is not reported - and they have more spending power than you may think!

Multicultural marketers are continuing to stay on top of these trends to minimize gaps in data. Despite these hurdles, there’s light at the end of the tunnel. Major tech companies such as Google's multicultural department have started to roll out initiatives to improve data and information to better reflect multicultural community insights, and in many ways, the current Covid-19 crisis and political climate has propelled a heightened awareness of diversity and inclusion into the mainstream. Accelerated transformation of digital and social media when it comes to marketing to multicultural segments is expected, and multicultural media is projected to grow alongside the rapidly growing U.S. multicultural population.

How to Get Started with Hispanic Digital Marketing Today

There are many assumptions that are frequently made about Latinos and multicultural audiences, which is why reaching them effectively means being able to understand their preferences to engage meaningfully - which may seem overwhelming considering the many nuances that are involved in the process.

If you’re looking to get started with or take your Hispanic digital marketing strategy to the next level, don’t hesitate to contact one of our expert digital marketing consultants or find a location near you today. No matter your business and your objective, we’ve got you covered with an array of digital solutions.

Feel free to check out our success stories to get a better idea of what we do. We look forward to hearing from you!

3 Ways your Local Business Can Enhance its Online Presence to Gain and Retain Customers

Wed, 12 Aug 2020 16:06:19 GMT

With today’s online users expecting nothing but the best, providing a seamless user experience and maintaining a digital-savvy online presence is crucial. Added bonus: it can complement your digital marketing efforts for optimal results. Keep reading for three ways to improve your business’ online presence and leave a lasting positive impression among consumers.

1.Optimize your Online Presence with Effective Web Design

If you haven’t already developed an online presence for your brand or business, the time is now. With the massive shift to online in recent years, having a high quality website, positive online reviews, and continually optimizing for your potential customers’ convenience is no longer an afterthought - it’s a necessity in order to stay relevant in an increasingly competitive digital world. Nowadays, every business from local mom and pop shops to massive corporations have fully integrated websites. So how can you ensure that your own website is up to par?

Because consumers are now accustomed to quick and convenient online interactions, page load speed plays a major role when it comes to delivering a harmonious user experience. Aside from having the basics like your “about” page, products or services, and action items directing users to forms or phone numbers, it’s also important to make sure that your website is convenient and quick to load. According to Google’s statistics , 53% of mobile website visits are abandoned if a mobile site takes longer than three seconds to load, and for every one second delay in site load time, conversions fall by 12% - that’s a lot of missed opportunities! Luckily, there are a few common errors to look for that can be fixed to ensure faster load speeds. From images that are too large, CSS coding issues, and having too many redirect links, simple edits to these areas can be the difference between interested potential customers and and users who abandon your site to look elsewhere.

Having a website layout that is clean, easy to navigate, and aesthetically pleasing is great, however, if your website only looks good on desktop devices, you’re not making a great first impression on the majority of your visitors. In 2018, 52.2% of all worldwide online traffic was generated through mobile phones - making it a must to optimize your website for mobile users. This is especially important since mobile searches often take place when users are out and about and looking to take immediate action. Chances are, unless you’ve already optimized your site for mobile, you probably won’t like what you see since not all layouts and functionalities carry over in the same way. Aesthetics aside, pages that are quick to load and optimized across multiple devices will also affect how potential customers view your business, which can play a role in building trust. Put yourself in the consumer’s shoes, would you trust a site that’s slow to load and looks like it hasn’t been updated since the early 2000s, or one that’s quick to load with a clean and modern feel? Paying attention to these details can make all the difference.

2.Boost your Online Offerings with a Strategic Digital Marketing Plan

It’s no secret that ecommerce and digital service offerings have been booming, and they’ve been accelerated even further amid Covid-19 thanks to the convenience and peace of mind that they can provide. Whether you’re an auto dealer looking to offer online car buying options or an attorney wanting to try online consultations, digital services have never been more in demand - even if they were previously few and far between in your field prior to the pandemic. Having an easy to use website with clear and actionable content and design is key in shifting services from in-person to online. Getting it right the first time is essential, considering that 88% of people are less inclined to return to a site after a bad user experience, and 91% of unhappy clients who don’t complain disappear without leaving feedback.

Luckily, web design and digital marketing can complement each other perfectly during this crucial phase of the purchasing process. With both of these components in mind, local businesses can position themselves for success. Once your offerings are advertised on your site following website best practices, advertising your services across the internet on popular digital platforms can ensure traffic to your site from interested prospective customers. Tapping into niche audiences who are more likely to be interested in your products or services means you can rest assured that your marketing dollars are being maximized to make the biggest impact possible.

As a small business, you may be thinking that your target audience is obvious - your local community is who you need to reach. This is true, but only partially. While your local community is your prime audience, not all members will be ideal prospective customers. Specificity is key. For instance, an auto dealership looking to advertise their new SUV model would be better off targeting by household size and age to reach parents in the market for a family car, rather than reaching a younger first time car buyer demographic in the market for a more affordable compact car. You may also want to consider which digital medium might be best for reaching them, seeing that families spend time watching shows and movies together across connected TV devices, while younger consumers tend to spend more time on mobile. The possibilities are endless, which is why we recommend enlisting the help of digital marketing consultants who can walk you through the process to optimize your campaigns according to your needs.

3.Stay Up to Date with Consumer Trends and Behavior

Since digital marketing plans and online user experiences are shaped by the consumers who are exposed to your business, paying close attention to your local audience’s demographics and personal preferences is vital for ensuring that your business is approachable for audiences specific to your community. Since different parts of the country are closing or reopening at their own pace, marketers and businesses will need to continue monitoring region-specific insights to plan ahead, with geo targeting tools becoming especially handy in order to make the most of local marketing capabilities for users in specific geographical areas.

As the U.S. population continues to become more diverse, multicultural marketing has been a growing area of focus as well. Pew Research reports that U.S. Hispanics comprise almost one fifth of the population and reported to be the principal driver of U.S. demographic growth, accounting for half of national population growth since 2000. This group also over indexes on digital use as digital-first consumers looking to stay informed and connected.That being said, it's imperative to consider language and cultural preferences if you’re looking to grow your local business now and in the future - it’s worth considering creating a Spanish-language version of your website or running Spanish-language ads if you’re located in a Spanish-speaking area to ensure that this demographic also has a user-friendly experience with your business. Given the diversity within the Latino community due to factors such as assimilation, age, country of origin, generational differences, etc., partnering with an experienced Hispanic digital marketing agency that understands these nuances is a great way to get started to effectively reach this audience.

Keeping up to date with the latest consumer behavior and trends is necessary for businesses to reach and engage with consumers by not only meeting their needs, but also fulfilling their new online preferences. This is especially important this year in 2020, since the pandemic has propelled digital use to unparalleled heights. For example, did you know that women with children are the most powerful consumers in the U.S. economy ? They control over $3.8 trillion dollars of spending each year and make 80% of household buying - and they want safe shopping options for themselves and their family. A recent study found that 60% of moms said they have been using curbside pick-up on a regular basis since March, and many admitted that they no longer visit retail locations thanks to online shopping and home delivery. Since safety and “online” have grown to become synonymous as a result of social distancing practices, businesses across all industries can reap the benefits of maximizing their digital footprint every step of the way.

Get Started Today

As you can see, enhancing your online presence is a multilayered topic that touches upon web design, digital marketing, current events, cultural preferences, and more. While it can be daunting to tackle on your own - especially when you’re already busy running your own business - partnering with a digital marketing agency can provide you with the expert service you’re looking for to make the most of your online presence.

Feel free to check out our services or contact one of our digital marketing consultants to get started today. With 26 locations across the U.S., we’re available and ready to help.

Questions? Don’t hesitate to contact us .

All about Audio: How Digital Audio is Transforming Online Marketing

Wed, 05 Aug 2020 20:08:01 GMT

Alexa, how is digital audio shaping online marketing? Digital audio, or audio content such as online radio or podcasts, has been taking the digital marketing world by storm - and for good reason. Keep reading to learn about the benefits of using this marketing method, as well as finding out what lies ahead for digital audio’s future.

Digital Audio Captivates Audiences and Increases Ad Recall

According to a report from Pandora , digital audio listeners spend roughly one-third of their waking hours listening to audio, and they access music and podcasts through smart speakers, connected cars, smartphones, and other devices - providing plenty of opportunities for brands and businesses to reach listeners as they engage with their favorite audio content. Of the many digital ads on the internet, digital audio is uniquely positioned to reach consumers in a much less crowded advertising space. When listeners tune in, whether it’s putting on their headphones, car audio, or enabling their smart speakers, they also tend to tune out their surroundings. With all ears on their music, radio show, or podcast of choice, marketing messaging via digital audio can reach them with a laser focus by only presenting one ad at a time, unlike other forms of online advertising where businesses are competing for space since users are exposed to countless ads at once.

Similar to other digital marketing methods, digital audio is equipped to target consumers and deliver personalized advertising experiences. Businesses can tailor their campaigns depending on their audience’s interests, common behaviors, activities, and include seasonal messaging depending on the time of the year, all of which add to the personal feel of audio ads. Brands and businesses looking to advertise with digital audio may also be pleased to know that audio advertisements can increase ad recall by up to 24% when compared to display ads, and 61% of consumers exposed to podcast ads for well-known brands are more likely to purchase the advertised product or service, according to a Nielsen study .

Adding to the element of brand recall, when digital audio ads are presented by radio or podcast hosts, brands can enjoy the added benefit of influencer power behind their advertisements thanks to their trusted personalities and audio’s conversational nature - making consumers all the more likely to view a brand more favorably and increase brand awareness. Tapping into the power of beloved hosts and influencers can also be a great way to develop multi channel campaigns that combine digital audio with social media marketing to maximize reach and continue conversations through social media. Due to an influx of online audio content, brands can also choose to align themselves with content that fits their offerings and key demographic audiences. For instance, an auto dealership in an area with a large Hispanic population could align themselves with a popular Spanish-language show to target Latino consumers in their area who are in the market to purchase a new vehicle. This is one of the many ways digital audio can assist in building deeply personalized ad experiences that make sense for both advertised businesses and the audiences who are tuning in, while also having the benefit of being in a less dense advertising environment.

Strengthen both your General Market and Multicultural Marketing Plans

Digital audio has never been as popular as it is now, with roughly 60% of Americans listening to online radio weekly - up from only 17% in 2010. From Amazon Alexa, Sonos, the Apple Homepod, and more, devices for consumers to listen to their favorite online music and radio shows have also been popping up as smart speakers continue to grow in popularity, with consumers now having plenty of options to choose from. In fact, according to 2019 data from Pew Research , one quarter of U.S. adults say they own a smart speaker in their home, with adults under the age of 50 being more likely to have one (29% vs. 19%). Aside from age, income also plays a key role in the likelihood of owning a smartspeaker, with numbers showing that 34% of Americans with household earnings of $75,000 or more saying they have a smartspeaker, compared to only 15% of those whose annual household income is below $30,000.

Smartspeaker adoption is also influenced by lifestyle interests and demographic factors. For instance, a Nielsen survey reported that Hispanic consumers were more likely to own a smart speaker when compared to the general market population, and 58% of Hispanics expressed an interest in purchasing a smart speaker if they didn’t own one already - compared to only 36% of non-Hispanic white consumers. Given this major difference, why are Hispanics so interested in smart speakers?

Data from the study also showed that the Latino market outpaces whites in both interest and current use for music streaming services, explaining why their adoption rates and purchase intent is much higher. Driving this point further, consumers belonging to minority groups are also almost 50% more likely to be interested in music streaming services - paralleling their interest in smart speakers to play their favorite music. Cultural and lifestyle preferences play an important role when it comes to new tech adoption, especially in the case of smart speakers, which are primarily used for listening to music or talk shows - both in English and Spanish in the case of Hispanic market audiences.

What Lies Ahead for Digital Audio Marketing?

Currently, more than three-quarters of U.S. internet users listen to digital audio by streaming music, listening to online radio, using podcast platforms, etc. Whether listeners are putting their headphones on as they walk their dog down the street, when they drive on their daily commutes, or as they clean up around their house, the primary content they’re exposed to is what they’re listening to, which is usually through mobile - making it a great way to reach consumers as mobile usage rates continue to soar. While mobile in-app use continues to exceed new heights, audio makes up the largest portion of daily time spent in mobile apps. On average, U.S. adults spend roughly three hours a day across their mobile apps, with about 53 minutes of this time spent allocated to audio apps from the likes of Pandora, iHeartRadio, Spotify, and more.

Looking to the future, both listeners and marketers alike are embracing digital audio not only thanks to its targeting capabilities, but also for the contextual relevance that digital audio ads can leverage. By having the ability to place an ad on an audio channel that aligns with a particular brand or business, companies can reach consumers who have relevant interests and needs. As a result, brands can develop strategic plans to reach their desired audiences across genres, publishers, hosts, and artists. Within digital audio, marketers and business owners can then get even more specific by selecting the best ad type for niche campaigns or audiences, from recorded pre-recorded ad spots, native podcast or digital radio ads, and branded audio content.

Digital audio’s targeting abilities, contextual relevance, and adaptability are all reasons for recent increases in spending going toward this ad type. According to the Interactive Advertising Bureau (IAB) , total audio ad spending in the U.S. increased by an impressive 22% percent from 2017 to 2018 alone, with mobile ad spending increasing twice as much as desktop spending (U.S. podcast advertising alone is on pace to top $1 billion in the next year). Long story short, digital audio isn’t going away anytime soon, and businesses who begin leveraging the power of digital audio now will continue to reap the benefits moving forward - especially among younger and multicultural audiences who over index in this category and have plenty of spending years left ahead of them.

How to Get Started with Digital Audio Advertising Today

If you’re reading this article, it’s likely that you’ve already heard of or dabbled in the world of digital audio, whether it’s through listening to internet radio, your favorite podcasts, or the multitude of music streaming apps that are now widely available. Given the fact that mobile use and smart speaker adoption are on the rise amid an already booming digital audio space, there has never been a better time to get started with adding a digital audio component to your overall digital marketing plan.

Questions? Interested in getting started? Feel free to contact us today or find a location near you to get in touch with one of our expert digital marketing consultants for more information. No matter where you’re at with your current marketing plan, we’d be happy to walk you through our solutions to help you reach your business goals.

What is Branded Content Marketing and Why should you Use it?

Thu, 30 Jul 2020 17:41:44 GMT

Have you ever found yourself reading an article or watching a video to later realize that it was created by a publisher for marketing purposes? Welcome to the world of branded content. With consumers becoming increasingly averse to traditional marketing methods in favor of alternatives that provide greater value and entertainment, branded content is the future of digital marketing - and it can play a crucial role in building awareness, engagement, and trust for businesses both big and small. Keep reading to find out more about branded content marketing and how you can get started.

Communicate your Marketing Messaging while also Providing Value

Whether you’ve realized it or not, you come across a fair amount of ads in your day to day life. Currently, it’s estimated that the average person encounters between 6,000 to 10,000 ads every single day in 2020 - that’s a lot of advertising. With so many ads out there promoting products, brands, services, and more, it can be easy for your business message to get lost in the mix. This is where branded content can come in to set your business apart. Instead of getting caught up in running ads that are hard to differentiate from the competition, branded content can provide consumers with a fresh perspective by providing informational value or added entertainment.

Plenty of consumers are tired of seeing the same promotional messaging everywhere they look, making branded content a great alternative for establishing a brand’s authority, raising awareness, and increasing trust to create a positive brand experience. Typical online ads usually come in the form of flashy images, text, or quick promotional videos displaying products or services, but branded content takes an immersive approach by delving deeper to tell branded stories. Branded content is able to create an experience distinct from traditional advertising, where companies can make connections with consumers by aligning with their interests and values through relevant content articles or videos rather than presenting the usual sales messaging. A Nielsen study has shown that branded content resulted in 86% brand recall , while pre-roll ads resulted in 65% brand recall - resulting in a more memorable experience. Ultimately, the more memorable an ad, the more likely consumers will be to consider that brand or business when it comes time to make a purchase.

Branded content can be hard to tell apart from standard entertainment and informational resources since its exact purpose is to blend in with online content - and consumers tend to prefer this form of marketing since they’re given more value in return for their time and attention. According to a Verizon Media study , audiences said that they accept advertising as a form of content, with 79% of them saying they would prefer to see ads that blend into a page’s content instead of being presented with traditional ad types. Regardless of the form of branded content they receive, consumers can learn more about a subject of their interest or view an entertaining segment - while associating the content they’re enjoying with a sponsored brand or business.

Broaden your Reach across your Target Audience’s Favorite Digital Platforms

In recent years, findings have shown that marketing efforts distributed through partnerships with premium publisher branded content networks have seen up to 50% higher brand lift than companies who publish on their own . Although this figure may seem staggering, when audiences trust a publisher, they’re more likely to trust the content being put forth by that publisher’s network - making branded content a great way for businesses to communicate with consumers on a familiar platform that they know and love.

Digital branded content is perfect for the everyday consumer. With mobile usage rates skyrocketing, branded content is an excellent way to reach audiences who are on the go and expecting more from the media they consume. Because branded content is extremely versatile, it can be repurposed across platforms in the form of online articles, videos, social media posts, and more. Audio and video content in particular lends itself to mobile use, making it a great place to reach users who are actively searching for accessible entertainment or information about topics of their interest. Collaborations and co-produced content with other companies that share similar values or interests can also help businesses gain additional traffic from those companies’ audiences as well - with the end goal of branded content being to provide an experience that mimics the content audiences would seek out on their own time.

Branded content can be especially important for developing multicultural marketing strategies to reach specific audiences in their preferred language and style to align with their culture. The U.S. Latino market in particular is a perfect audience to reach through branded content - especially when distributed across social media and mobile. This group over-indexes for the amount of time they spend on social networking sites, with 52% spending one or more hours per day on social media. Additionally, Hispanic audiences are actively looking for online content that reflects their interests or answers their questions about current topics, while still reflecting the nuances of their culture and cultural values. For a specific example of how Hispanic digital marketing efforts successfully told a branded business story, feel free to check out our article to see how Entravision’s trusted network connected Latino audiences with TurboTax through the power of branded content.

Develop a Data-driven Strategy that Tells a Story and Makes a Lasting Impact

Given consumer behavior and preferences for a more seamless online experience, publishers and platforms are catching on to branded content, with the branded content industry projected to grow from $85.83 billion in 2020 to $402 billion by 2025 . While businesses of all sizes can also benefit from their own content marketing efforts, having a designated budget for branded content marketing with publishers who have established loyal followings can pay off in the long run. By leveraging the data and targeting capabilities of digital marketing, branded content also has the ability to reach the right audience at the right time. With the combination of developing customer-centric content tailored to the interests of a company’s intended audience, messaging can make a greater mark by addressing relevant concerns and creating engaging content to create a larger discussion.

Different media types can also be adjusted to meet different goals or reach different audiences. For example, direct to consumer businesses may be more focused on using entertaining videos as a part of their overall strategy with a goal of getting an emotional reaction from their target audience, whie business-to-business brands may be better suited to reach their intended audience by creating online publications or informative videos offering tips, insights, and general industry trends. In addition to wanting helpful information or entertainment from businesses, consumers are also paying attention to how brands align with their values and aspirations, so much so that roughly 72% of U.S. consumers believe it is “more important than ever” to buy from companies that reflect their values.

While your business doesn’t necessarily have to partner with a charitable organization to be trusted among audiences, branded content can give your business an added human-element to create connections and align with potential customers - without seeming like you’re trying too hard to appeal to them and their lifestyle. Considering that people who view branded videos are 62% more likely to show a positive reaction compared with those who watched 30-second ads, it’s clear that branded content has a way of winning over consumers. The happier the consumer, the more likely they are to remember your company’s product or services - making them more likely to become your next client or customer.

How to get Started with Branded Content Today

Branded content requires that you get in touch with a publisher or digital marketing agency. There’s no going it alone! That being said, the process doesn’t have to be intimidating, no matter what your experience is with this marketing method. Feel free to contact us today or find a location near you to see how our expert digital marketing consultants can help your business grow by tapping into the power of branded content - both you and your potential customers will be happier for it.

Do you have general questions about digital marketing or branded content? We’re happy to answer those too - don’t hesitate to get in touch with us by scheduling a consultation !

How Digital Marketing Affects Consumer Behavior

Wed, 22 Jul 2020 16:03:06 GMT

Digital marketing has become a staple in the marketing world, for businesses big and small alike. While you may have heard of it, do you know how it affects consumer behavior? Read more to discover how digital marketing can result in major business growth - and how it plays a role in consumer behavior and the purchase journey across every touchpoint.

Digital Marketing Reaches Consumers Every Step of the Way

T hanks to the internet, consumers everywhere have access to a wealth of information, service options, online reviews, and more. Whereas consumers may have taken their time previously to choose products or services, the process can move much faster, sometimes only taking a few minutes depending on the product or service. Because of this, businesses that enlist the help of digital marketing can tap into consumers along any point in their purchase journey - no matter where they are in their process of making a decision.

Before consumers can get started along the purchasing funnel, they first have to recognize a need or want for a product/ service in the first place. Digital marketing offers several ways for brands and businesses to get started building relationships with potential customers through options such as social media, email marketing, display ads, and more. Whether it’s advertising to audiences as they scroll through their Facebook or Instagram feeds, or sending monthly newsletters featuring your company’s latest specials, digital marketing has the advantage of being able to leverage target audiences across data points such as age, location, occupation, interests, income, and more. As a result, you can be sure that your marketing dollars won’t be going to waste on audience members who are less likely to be interested in your business’ offerings.

Once consumers recognize a need or desire to purchase a product or service, they can then take to the internet once again to research and gather information to make their choice.

With roughly 89% of all consumers beginning their search for product information online, businesses that harness the power of digital marketing can ensure that they can reach consumers at crucial touchpoints along their purchase journey. Search engine marketing (SEM) and search engine optimization (SEO) can come into play at this point to ensure that your business ranks highly - meaning that it would appear early on in the search results, making it easy for potential customers to locate your website and learn more. Local businesses in particular can see huge payoffs thanks to optimizing for search, since local keywords and a localized approach can draw in consumers in their immediate area who are actively looking for their services. According to Google insights , online mobile searches found that “near me” and “can I buy” or “to buy” variants have grown over 500% in recent years - indicating tons of potential traffic that could be redirected to your business by making strategic search optimizations.

Lastly, the evaluation and decision making stages also largely take place online for many consumers. From comparing prices, reviewing a company’s website, and reading online reviews, potential customers can hone in on their top contenders - which are usually the businesses that are able to make the best first impressions online. If you haven’t already, choosing an experienced team of digital marketing consultants can help at this stage in the journey to ensure that your website is up to date, easy to use, and visually appealing. Simply monitoring and responding to customer reviews can go a long way too, especially for potential customers who are looking for suggestions to indicate that they should choose your business over others in the area. By utilizing all that digital marketing has to offer along the purchase funnel, your business can have a leg up on the competition from the early stages of generating leads all the way to converting customers and closing sales.

Understanding Consumer Behavior can Improve Strategy, Sales, and Customer Relationships

A side from using digital media to raise awareness in the initial stages of the purchase journey, using digital strategies such as social media marketing can be a helpful way to establish trust among consumers. Since social media lends itself to being more conversational and less promotional, it can be used as a strategic way to add a personalized and more human element to your overall marketing plan. Since word of mouth is a major component in how consumers decide to elect brands and businesses, leveraging the credibility of influencers and gaining traction with shared posts can provide visibility, higher engagement, and a more organic feel than other marketing methods.

Learning more about the role of online search when it comes to consumer behavior is also important for being able to connect with your audience. By creating relevant online content and running a website with up to date software and keyword integrations, your business stands a better chance at differentiating itself and ranking higher - which helps with perceived hierarchy and trustworthiness . Try putting yourself in your audience’s shoes, would you be more likely to trust a business that ranks higher on search pages or one that takes longer to find with a lower ranking? The same goes for online reviews too - would you trust a business rated five stars with 200 reviews, or a business that received a three star rating with significantly less reviews? If you’re wondering how your business stacks up, it’s worth considering that 72% of customers won’t take action until they read reviews, and local businesses have an average of roughly 39 reviews on Google.

Digital capabilities can allow you to gain a better understanding of current consumer behavior trends to help propel your business forward. Thanks to custom audience insights, campaigns can be tracked from beginning to end and optimized to improve performance for a look into how customers and potential customers are interacting with your company, searching online, and purchasing. Feel free to check out our success stories to learn more about how we’ve leveraged digital marketing to help grow our clients’ businesses. Ultimately, the more you learn about consumers and their habits, the faster you can begin engaging with them to create dynamic relationships with current and future loyal customers.

Multicultural Marketing is Made for Digital - especially among the Latino Market

D igital marketing plays a major role in reaching all audiences - especially for multicultural segments. The Latino market in particular has seen massive success and positive consumer responses from reaching U.S. Hispanics online. Currently, the $1.5 trillion Hispanic market is the largest ethnic market in the U.S., and includes more than one out of every six Americans according to the Selig Center for Economic Growth . Additionally, the Hispanic population also has an overall younger median age, over-indexes on digital platform use, has experienced rising incomes, and demonstrates higher population growth when compared to the general market - making them an ideal target audience to reach for businesses who are looking to expand their business through digital marketing.

While reaching Hispanics isn’t as simple as creating a one-size-fits-all plan, it can pay off big when done the right way. By taking nuance into account in terms of language and cultural preferences, age, preferred platforms, etc., companies can reach Latino audiences authentically and tap into an audience that is receptive to digital advertising, yet often underserved. One of the many misconceptions about this audience is that they always prefer traditional methods, which may be true for older counterparts, but incorrect when it comes to the rest of the U.S. Hispanic population that has an overall younger median compared to the general market population.

With Spanish-language and Hispanic cultural content topping U.S. music charts, YouTube channels, and even mainstream entertainment and media in recent years, the influence of Latino culture is undeniable. Because of the pandemic and stay at home orders, Hispanic audiences are even more engaged with digital media than they were previously, and in areas that are not as frequently associated with the Hispanic market. In a recent Voxnest report of global podcasting , in the first five months of 2020, the number of monthly active Spanish-language podcasts grew by 94% - continuing a trend that began in 2018 as established podcasters began entering the Spanish-speaking world alongside a spike in interest from brands and advertisers. While the report is global, the U.S. makes up one of the ten fastest-growing countries for podcast creation that follow this trend, largely due to the rapidly growing Hispanic population. That being said, as Hispanic audiences in the U.S. continue to get bigger, brands and businesses that start reaching them now can position themselves to grow alongside them in the long term.

What is the Current State of Digital Marketing in a Covid-19 World?

Given the changes in consumer behavior and digital use amid the Covid-19 pandemic, the way consumers interact with brands is changing - making it all the more important to form meaningful connections with audiences online. Recent findings from market research platform Suzy U.S. measured consumer attitudes about brands and products between June 30 and July 1, 2020. Key findings from the study suggest that 38% of people now trust brands more than they trust the government, and this lack of trust has begun to influence how consumers use search engines and interact with brands online. With stay at home orders, safety concerns, and digital alternatives taking the place of in-person events such as work and socializing, unsurprisingly, 71% said technology is essential to their happiness.

With preferences for conducting business and purchasing online for health and safety reasons, digital marketing is a perfect solution to pick your business up where it may have left off as a result of the pandemic - and it doesn’t have to be an overwhelming process. In fact, it can help operations run much smoother. From optimizing your business’ site by adding online purchasing features, creating or editing social media pages to reflect changes to your business hours, keeping consumers informed about what your company is doing to keep them safe in-store, etc., digital marketing can provide the necessary solutions your business needs to connect with audiences from a safe distance, without sacrificing your bottom line.

Lastly, consumers favor businesses who are approachable, helpful, and altruistic in light of the pandemic. Luckily that’s good news for local businesses who give back - with 67% of survey participants saying that brands have a responsibility to support the local communities in which they do business. Because local businesses have the advantage of being in the heart of the communities and customers they serve, they can be better positioned to be visible in their community involvement (check out our article about small businesses strengths to your advantage during this time for more info). From sponsoring local organizations or charities, to offering special promotions for healthcare workers during this time, there are plenty of ways for your business to show that you care about your community, which can win consumers over both now and in the future.

How to Get Started with Digital Marketing

These days, there’s no denying that the internet is involved in every aspect of the purchase funnel, and it plays a key role in consumer attitudes and behavior. Getting to know more about who your audience is can be the first step in growing your business and gaining loyal customers for the long haul - which can be done at every touchpoint thanks to the versatility and convenience of digital marketing.

If you’d like to learn more about digital marketing, consumer behavior, or simply have questions about what you can do to raise awareness for your business, don’t hesitate to contact one of our expert marketing consultants or find a location near you. No question is too big or small!

How to Get the Most out of your Back to School Digital Marketing Strategy

Thu, 16 Jul 2020 15:25:06 GMT

As back to school season rapidly approaches, educational institutions everywhere may be wondering how to engage with potential students before the school year ramps up again - especially in the midst of the Covid-19 pandemic and a changing digital environment. Keep reading to learn more about how digital marketing can be the perfect tool for building awareness and lasting connections among key audiences despite the distance.

Reach Education Intenders with Targeted Digital Campaigns

There’s no denying that the importance of digital has been brought to the forefront amidst stay at home orders, social distancing, and mounting safety precautions in the face of Covid-19. Students of varying ages from middle school to college quickly adapted to new schedules and entirely virtual learning experiences, people across the country discovered that they could save the hassle of attending appointments in person thanks to tele-consultations, and consumers who once looked forward to in-person experiences discovered how convenient online ordering and curbside pickup could be. While the upcoming school year won’t be quite the same as previous years, digital experiences will be able to play an important role not only for distance learning purposes, but for marketing purposes as well.

Because digital marketing takes place online, it can be a great way to reach potential students who are already spending lengthy amounts of their time on the internet, even prior to the pandemic. According to a 2019 Statista survey measuring the average duration of daily internet usage by age group and device, participants ages 16-24 were spending an average of 4.1 hours per day on their mobile devices and 3.3 hours online via their PC, laptop, or tablet. Not far behind them was the 24-34 age group with an average of 3.45 hours per day on mobile and 3.37 on PC, laptop, or tablet.

In addition to reaching them where they’re spending their time, digital marketing can take campaigns further thanks to advanced targeting capabilities. Reaching the right audience with the right message - and at the right moment - is crucial to building a successful digital marketing strategy (for more tips, check out our post on how to create a digital marketing strategy). Digital audience targeting can position your campaigns to make a mark among key target audiences as they look for schools by narrowing down by specific data segments to reach consumers in your area who are college aged, looking to go back to school to increase their earning potential, interested in learning a trade, or generally interested in expanding their education. Today’s students and consumers expect nothing less than a personalized experience - making digital marketing the perfect avenue due to its ability to tailor precise messaging across a variety of audiences to make an impact on potential students.

Integrate a Hispanic Marketing Strategy to Reach a Key Education Demographic

Compared to the general market population, U.S. Hispanics are 45% more likely to be a full-time college student, 66% more likely to enroll/return to college, and 35% more likely to take online courses/classes. That being said, when looking to reach audiences who are interested in learning more about pursuing their education, it’s crucial to think about adding a hispanic marketing strategy to your overall marketing plans given the growing number of multicultural students across the U.S. As if that’s not enough to take this audience seriously, it’s worth considering that 1 in 4 U.S. Hispanics are college-bound and roughly $16.7 billion Hispanic education expenditures are projected to take place in 2020 alone.

U.S. Hispanics are continuing to show an interest in enrolling in post-secondary institutions, and they have been catching up to the general population when it comes to educational attainment in recent years. According to insights from The Postsecondary National Policy Institute (PNPI) , the number of Latino college students is increasing overall, with these students continuing to be overrepresented in community colleges. A whopping 85% of Latino students enrolled in public institutions in 2016; a higher percentage than any other race/ethnicity group for that same year. Evidently, community colleges and public educational institutions at large already have a loyal audience base among Latinos, yet Latinos are currently underrepresented at four year institutions.

What does this mean when marketing to them? First, local colleges and public universities should continue to reach this audience that is increasingly choosing to utilize their services - or get started if they haven’t already. Second, four year institutions could benefit from increasing their ad spend to reach this underserved group that is eager to learn more about the offerings and opportunities they can receive at these institutions. Hispanic audiences are an integral demographic to reach for those in the educational space, yet despite these numbers, many institutions fail to reach Latinos by either not marketing to them at all, or by falling short with messaging and strategies that lack nuance and understanding. Hispanic marketing can in fact be a success among the Latino market, especially when given careful consideration thanks to expert teams of marketing consultants who know these audiences inside and out. For more information on how to choose a Hispanic digital marketing agency, check out our article on the topic here .

Lead with Value

There’s no doubt that students everywhere are feeling financial pressure as a result of the pandemic’s effect on their finances, but this doesn’t have to be a bad thing for education. The economic slowdown can provide plenty of opportunities for schools that can offer value driven alternatives. For instance, students and their families may be more apt to choose local community schools and public school options instead of private universities that are far from home, making these factors selling points for schools who can emphasize the value they can provide.

According to Robert Franek , editor in chief of The Princeton Review, “As price becomes a growing consideration, 40% of students already have said they would attend public college and 26% have said they would choose community college.” This is in alignment with trends from previous economically slow years, such as the Great Recession. In the five years between 2006 and 2011, the last recession saw a 33% increase in enrollment in two-year colleges, with Hispanic college enrollment in particular experiencing growth through the recession and beyond.

Other than reaching audiences according to their interests and online advertising preferences, promotions that offer savings incentives can play a big role in winning potential students over. In difficult economic times, consumers may be more likely to switch services or schools if they offer better deals - making it more important than ever to reach them with the right offerings and messaging. Creative digital messaging can be a great way to engage with a “value shopper” customer base that is increasingly digital-savvy and focused on getting the most value they can out of their budget.

How to get Started with Digital Marketing Today

Although back to school season may not feel as exciting or even as “normal” as it usually does this year, there’s no need for returning to school to be boring - for both institutions and students of all backgrounds alike. If you’re looking to capture the attention of potential students and start building connections with them, reaching them across their favorite online platforms with relevant messaging via digital marketing is a great way to get started.

To learn more about how digital marketing can play a role in building awareness and increasing engagement, feel free to contact one of our marketing consultants today. Looking for a location near you? Check out our locations page to find out more. We look forward to hearing from you before class is in session!

How to Create a Digital Marketing Strategy

Thu, 09 Jul 2020 19:07:12 GMT

If you’re connected to the internet, chances are you’ve heard of digital marketing. Even if you haven’t, you’ve experienced it whether you know it or not. From ads on websites to social media sponsorships, the possibilities are endless. Learn how to create a digital marketing strategy for your business if you haven’t already - or discover how you can improve your current strategy by reading our tips below.

What is Digital Marketing, and Why Use it?

Before we get started on how to formulate your digital marketing strategy, you may be wondering exactly what it is and why having a digital marketing plan is important in the first place. So what counts as digital marketing? For starters, email campaigns, social media marketing, online content marketing, influencer marketing, and online video ads all play a role - when in doubt, any ads you see online count. One of the most notable reasons for using digital marketing is because digital ads have the advantage of being easily tracked and recorded for performance, which allows for customized audience targeting and reporting capabilities.Thanks to ongoing analytics updates, you can continually optimize your campaigns to ensure the best marketing results. It may help to know that customers are 40% more likely to purchase from a vendor who tailors content specific to their needs and preferences, and by 2021, 80% of the world’s internet traffic will be video .

That being said, getting started with digital marketing is not only helpful for driving traffic to your business, but it’s also a great way to stay prepared for the future in an increasingly digital world. As an added bonus, digital marketing also gives you the best value. It’s more cost effective than traditional marketing, and it allows your brand or business to connect with a multitude of online audiences both locally and globally. Options such as content marketing cost 62% less than traditional marketing , and it’s been found to generate three times as many leads. Have you thought about reaching consumers via email? You’ll be happy to know that on average, every $1 spent on email marketing results in $44 in ROI .

When done the right way, both traditional and digital marketing can complement one another to effectively reach larger and more diverse audiences. However, digital is often preferred, especially on a tighter budget, since there are aspects of traditional marketing that can make it more complicated and expensive. For instance, businesses can’t directly engage with consumers (unlike the ability to do so on social media or review websites), which can make the process feel impersonal for consumers. Less reliable or non-existent tracking and reporting can also make it difficult to truly know how many impressions or conversions took place as a result of a traditional ad campaign, which can make it hard to measure effectiveness. Traditional marketing methods can be pricier as well, and there are no guarantees despite the hefty price tag. Ultimately, both traditional and digital marketing have their place in the advertising world, and you don’t necessarily have to pick one over the other for your business’ overall marketing strategy - but it’s worth looking into digital for it’s value and ability to reach key audiences.

How to Research your Target Audiences

Digital marketing can be a great way to engage your target audience and reach consumers who are actively looking for the products or services that you have to offer. However, you need to truly get to know who your potential customers are first. Whether it’s through surveys, market research, or seeing what your competitors are up to, you can begin to get a better idea of who your audience is and should be. Many people feel more comfortable voicing their opinions online, so you can get to know what people are looking for by conducting Google searches, reading online reviews of businesses similar to yours in your area, or even asking your friends and family what they look for in the businesses they choose to support.

Once you start to get a better idea of consumer needs and preferences for your particular vertical, you can better identify their pain points and be ready to offer up the solutions that your business can provide them with. In addition to this, you can also identify if your business has a relevant niche that sets you apart from the competition. Whether it’s personalized customer service, exclusive deals, or the ability to serve a particular audience, finding what sets you apart from the crowd can help you hone in on your overall digital marketing strategy.

Ultimately, by researching your online audiences and getting to know what they’re looking for, you can begin to establish relationships and build trust among your potential customers. Over time, that trust can result in long-term loyalty - and major growth for your business.

Consider Including a Multicultural Marketing and Hispanic Marketing Strategy

Narrowing down the demographics of your local area’s audiences is another important way to effectively tailor your messaging and strategy. While researching local audiences and general information about potential customers, it’s crucial to also acknowledge the rapidly growing multicultural audiences across the U.S. and in your area specifically. Not only are multicultural audiences estimated to make up almost half of the population in the next ten years, but they also tend to be more active on social media and are heavy internet users - making them an optimal group to reach through digital marketing. In particular, Hispanics are highly receptive to digital marketing methods, making Hispanic digital marketing a great way to reach a wider audience.

According to Pew Research Center , the U.S. Latino market “has been the principal driver of U.S. demographic growth, accounting for half of national population growth since 2000.” To put this number into perspective, if U.S. Latinos were their own country, this segment would be the second-most populous Spanish-speaking nation worldwide. Chances are, if it doesn’t already, your local area likely has a growing or soon to be growing Latino population - and the time to reach them is now. Despite these statistics, many businesses fail to reach this audience under the false assumption that the Latino market lacks spending power and influence. However, Hispanic GDP currently tops $2.3 trillion according to a 2019 study, and Latino consumption grew 72% faster than non-Latino in recent years when comparing compound annual growth rates - outpacing the general market.

The Hispanic market population also tends to be younger, which plays a major role in their media usage. Unsurprisingly, younger Latinos such as Gen Z’ers and Millennials tend to be glued to their devices most, but that’s not to say that they’re the only members of this group who are active online. For more information about Hispanic digital use, feel free to check out our video covering the staggering mobile, social media, video, and audio rates among this digital-savvy population.

How to Choose the Best Digital Platforms to Reach your Audiences

The digital platforms you choose to advertise across should be tailored to your findings of what your target audience prefers, and which sites and apps they frequent. A variety of factors can play a role in determining your audience’s preferred mediums, including demographics such as age, cultural background, language preferences, personal interests, and more. While there is not a cut and dry solution across the board, there are some general media habits that can be used as a guideline when deciding which platforms to use.

For instance, if you own an auto dealership and are running a campaign aimed at targeting young Millennial families looking to buy an SUV, social media marketing and digital video would likely be ideal platforms to reach them on. Why is that? Millennial audiences are known for being active social media users, especially on Instagram and YouTube. Additionally, an increasing number of Millennials are becoming cord cutters, meaning that they no longer subscribe to cable and instead use online platforms to view news and entertainment. Knowing this, reaching them on YouTube via pre-roll ads or on ads run across connected TV platforms can give you a better chance of capturing their attention. As another example, an immgration law firm looking to reach older Hispanic consumers in their area might be best off using a search engine marketing (SEM) strategy to utilize Spanish keywords for Spanish-speakers in their area in search of immigration-related legal help. They may also be reached successfully on Facebook, which has seen a decline in activity from its youngest users in recent years, meanwhile most growth has come from users age 55 and older .

Regardless, these are just a few examples of how digital platforms can be tailored to specific groups within different industries. While it can be daunting to put together a digital marketing strategy, especially for multicultural audiences you may not be as familiar with, the process can be made much easier by choosing an experienced digital marketing agency who can walk you through the process. If you’d like to learn more about partnering with an agency, check out our article for tips on choosing a Hispanic digital marketing agency.

How to Optimize Digital Marketing Campaigns for Success

Digital marketing is not a one-size-fits-all miracle solution, so it’s important to be aware of any potential bumps in the road. Privacy and security is perhaps the most controversial topic of discussion in today’s digital world, so keeping an eye out for privacy regulations to ensure that your campaigns meet the latest requirements is a crucial step. As an ever-evolving medium, digital is constantly changing and expanding - meaning that exciting new features will require new processes for digital marketers to understand and implement. Luckily, this also means that digital marketing sits at the forefront of tech innovation, which can be a compelling component for businesses looking to stand out and stay current.

On a micro-level, the beauty of digital marketing is that it offers the ability to optimize your digital campaigns as you go. This allows you to test out different mediums, strategies, creative messaging, etc. to see what performs well and delivers the best results for your business. For example, you may run a display ad across several websites and see that one particular site saw a significant increase in click through rates, so you may want to shift your future focus on running more ads across that particular site. Testing out messaging with various creative versions can also be a helpful way to gauge your future digital marketing plans in order to keep audiences interested, as well as staying up to date with the latest search trends and customer preferences.

Get Started Today

Now that you’ve learned more about digital marketing and how to create a digital marketing strategy, you may be wondering how to get started. After all, if you’re looking for trackable and cost-effective ads, digital is going to be your best bet - especially if your aim is to target custom audiences in your market.

While there are plenty of resources to learn more, partnering with an experienced digital marketing agency can provide you and your business with a team of experts who can guide you every step of the way. Don’t hesitate to contact us or find a location near you to learn more about using digital marketing to meet your business objectives - no question is too big or small.

4 Ways Hispanic Marketing is Making Major Strides in 2020

Wed, 01 Jul 2020 22:54:14 GMT

2020 has been shaping up to be a huge year for Hispanic marketing. As a growing population making massive gains in buying power, cultural influence, and media representation, the time for reaching U.S. Hispanic consumers is now. Keep reading to discover four ways Hispanic marketing is making strides in 2020 and beyond - and learn some helpful tips to get started.

1. How Big of an Impact do U.S. Hispanic Consumers have?

In previous years, brands and businesses had a tendency to overlook marketing to the Hispanic population due to the belief that these consumers didn’t have as much spending power as the general market, that there weren’t enough Hispanics in the U.S. to make marketing to them worth it, or that understanding this market was too complicated in general. However, many brands and businesses are waking up to the reality that Hispanics are here to stay - and their influence as consumers is massive. For instance, according to the Selig Center for Economic Growth at the University of Georgia, U.S. Hispanic consumers possess a total of $1.5 trillion in buying power , which is up 212% this decade.

To put these figures into perspective, Hispanics account for one out of every six Americans , and their aggregate buying power is larger than the GDP of Australia. So what’s been contributing to this massive growth? Relative to the overall U.S. market, Latinos have faster population growth, a high labor-force participation rate, and the increased ability to spend as consumers. In less than a decade, product and services consumption among U.S. Latinos increased by 42% – which is a whopping 72% faster compared to non-U.S. Latinos from 2010-2017. That being said, businesses that invest in the Hispanic opportunity now are positioned to receive the long term benefits as this influential population continues to grow and make major financial gains.

2020 has also been a crucial year when it comes to Hispanic voting power and the U.S. Census. In 2020, the Pew Research Center counted a record 32 million Latinos eligible to vote in 2020, showing a substantial increase from the 27.3 million eligible Latino voters in 2016. Since the supreme court has ruled against a citizenship question on this year’s Census, the 2020 Census count is also expected to grow thanks to a more accurate representation of the U.S. Hispanic population, compared to recent years that may have barely scratched the surface due to the citizenship question requirement.

2. Why is Spanish-language Search becoming More Important in Digital Marketing?

It’s no secret that language plays a crucial role in reaching Hispanic consumers. Despite this known fact, many businesses and general market specialists alike are unfamiliar with Spanish-language campaigns - and they’re definitely missing out. Aside from reaching key Hispanic audiences in their preferred language, Spanish-language keywords can cost up to twenty times less than keywords in English. While brands and businesses won’t necessarily see as much traffic from keywords in Spanish, they can pay much less for the traffic that they do receive, resulting in huge conversion cost savings. It’s not enough to only use keywords in search campaigns though - Spanish-language content and landing pages will also need to support traffic and conversions to prevent Google from denying keyword usage.

In an example from MediaPost, searching for the keyword “teeth whitening” in Wyoming (using the Spanish “blanqueamiento dental''), resulted in several top search options - with one directing to a local Wyoming dentist and the other listings showing dentists located in Mexico City. Because the Spanish version of the keyword isn’t used as often by dentist websites in the U.S., Hispanic users searching in Spanish see organic search results from dentist offices outside of their location, which is Mexico City in this case. However, if a dentist wanted to target Spanish-speaking audiences in their area, they could purchase specific keywords in relation to their local area - which provides an inexpensive alternative if they want to gain website traffic for that underutilized Spanish keyword (feel free to check out our success cases that highlight growth thanks to these methods).

Keywords are important, but marketing to Hispanics consists of more than just using a bit of Spanish here and there. For instance, not all U.S. Hispanics prefer Spanish over English, and incorporating diverse ads that acknowledge this audience’s culture can also go a long way regardless of language. Beyond language, culture can differ by country of origin, age, generational differences, etc. Among the many differences in culture within the U.S. Hispanic population is also the difference in how consumers perceive social media and Hispanic digital marketing - with younger U.S. born Hispanics fully embracing social media channels as their older counterparts tend to prefer traditional media such as broadcast TV or radio. Everyone has their preferences, which is why partnering with a Hispanic marketing agency that can understand these nuances means the difference between successful Hispanic marketing campaigns and campaigns that get lost in translation.

3. How do Multicultural Audiences Play a Role in Social Media?

Hispanic digital marketing has taken off in 2020, from everyday users to mega-influencers. With social media usage rates being higher among Latinos, it’s no surprise that the social media world is also seeing an influx of Latino talent. Why the surge in Hispanic social media stars? For starters, 2020 marks the first time that the 17-and-under segment will be a multicultural majority, and by 2033, the majority of all people under 50 will fall under the multicultural category, signaling one of the many changes in the upcoming minority-majority population shift. With a larger youth population, it makes sense that Latino influencers are making a mark across their favorite digital platforms such as Instagram and YouTube.

While many traditional entertainment categories still struggle to break down years of leaving minority groups out of the process, social media in some ways operates on different terms. In other words, anyone can pick up their phone and create an account to reflect their lives and cultural values - unlike other industries where it would be much harder to get a foot in the door as a minority. For example, according to a 2018 Hollywood Diversity report conducted by UCLA , 93% of TV scripted show creators, 86% of film, and 81% of TV scripted leads are white. Compare these numbers to the 62% of the top 20 Instagram/YouTube vloggers (based on subscribers/followers) who are multicultural - and the difference between these industries varies significantly.

The majority of followers on social media are also multicultural, which contributes to the minority-majority follower market. While younger audiences are more likely to follow influencers outside of their respective group, a large portion of multicultural social media users tend to follow influencers who belong to their own racial or ethnic group. According to a study by the Culture Marketing Council, only 18% of non-Hispanic African American and 23% of Hispanic favorites were non-Hispanic white influencers. However, non-Hispanic white consumers are also enjoying content created by multicultural influencers, with a sizable 53% of the 13–34 age segment’s social media favorites consisting of non-white influencers. Latino culture is more alive than ever, from the content on social media to songs by Latino artists climbing the music charts - and it’s not going away anytime soon. That being said, engaging these audiences with a targeted social media strategy through Hispanic digital marketing can be an effective way to get your business’ message across on relevant, high-performing platforms.

4. Is Hispanic Marketing going Mainstream?

With a multitude of cities across the country that are Hispanic-dense or Hispanic dominant, the importance of reaching Hispanics through your local marketing strategy is crucial. For instance, half of the population in larger cities like Los Angeles and Miami are composed of Hispanics - making them just as influential as the general market population in these areas. Elaborating upon this idea, close to 10% of all national sales for several categories were made by the Hispanics living in Florida, Texas, and California alone. As states with large populations that are continuing to grow each year, they no longer regard Hispanics as a small niche category - they consider them to be a significant mainstream audience. To prove this point, Forbes multicultural marketing writer Isaac Mizrahi pulled MRI-Simmons 2018 data across various verticals. As one example for the electronics category, the results showed a strong correlation between population size and consumption - with Florida, Texas, and California together representing 27% of all TV sets purchased in the past 12 months across the country. Within this 27%, Hispanics comprised 36% of sales.

By treating the U.S. Hispanic demographic as a category that was only relevant in niche markets, businesses and marketers have failed to successfully reach Hispanic audiences in the process. Multicultural segments can oftentimes represent up to 40% of the total target audience universe, yet research shows that brands typically allocate only 5% of their total media budgets toward multicultural media. In order to close this gap, brands and businesses can do themselves a favor by instead viewing multicultural audiences as an integral component to their overall growth strategy - and embrace the opportunity to reach these consumers who have otherwise been overlooked.

The concept of including a nuanced approach to reaching multicultural consumers such as Hispanics is often met by fear of having to completely change direction and re-think a “total market approach.” Luckily, given the proper guidance of a Hispanic marketing agency, campaigns can see a huge impact while still maintaining consistency across their messaging by making strategic adjustments across components such as language and cultural creative messaging.

How to Get Started with Hispanic Marketing

Now that you’ve learned the facts, you may be wondering why you haven’t implemented a Hispanic marketing strategy yet, especially if you live in a market with a large or growing Hispanic population. Everyone starts somewhere - and luckily you don’t have to go through it alone. Finding a Hispanic digital marketing agency equipped with the knowledge and expertise to reach Hispanic audiences in your area is an important next step. Wondering how to pick the right one? Feel free to check out our article on how to choose a Hispanic marketing agency for your local business .

Curious to learn more about our approach to reaching U.S. Hispanic consumers or about Hispanic marketing in general? Either way, we’re happy to help! Feel free to contact our expert marketing consultants or find a location near you today.

Why is Multicultural Marketing Important?

Fri, 12 Jun 2020 19:20:41 GMT

Making up roughly 40% of the U.S. population, multicultural audiences are quickly catching up to the general market. Given their growing numbers, and the public’s growing demands for diversity and inclusion, this is a population you cannot afford to miss out on. So, how should you be structuring your multicultural marketing strategy to engage them most effectively? Look no further than digital. Keep reading to find out more about the importance of leveraging digital marketing when advertising to multicultural U.S. audiences.

Your Multicultural Marketing Strategy Today will Inform Tomorrow’s Long Term Consumers

Multicultural groups across the U.S. are growing in number, and it’s projected that the country’s racial makeup in 2030 will consist of whites at 55.8% of the population, and Hispanics at 21.1%. Meanwhile, the percentage of black and Asian Americans will also grow significantly, meaning that between now and 2030, minority groups will be getting bigger while the white proportion of the population goes down in size. Given that growth is on the rise, this also means that the country’s multicultural population is younger than the general market population. While Millennials are the largest adult generation in the U.S., Gen Zers (those born after 1996 – ages 7 to 22) are catching up - and they are more diverse than ever with nearly half of Gen Zers (48%) belonging to a racial or ethnic minority.

When it comes to the social and political views that shape their world, their opinions tend to lean liberal on key issues, similar to those of Millennials. What does this mean for your multicultural marketing plan? The time to understand this group and establish relationships with these crucial audiences is now. Not only can you solidify valuable customers now, but reaching younger audiences with more years of spending power ahead of them can make a huge difference in your business’ overall growth.

If there’s one thing you need to know about the country’s Millennial and Gen Z audiences, it’s that their values mean everything to them, and they’re not willing to compromise. For instance, according to a recent report from Publicis Media’s Moxie , 7 out of 10 Gen Z’ers defend causes related to identity, and 74% say it’s imperative to feel comfortable expressing yourself, compared to 37% of millennials. Gen Zers also tend to be more frugal than Millennials, with 83% saying that they are conservative when it comes to their finances. Businesses can accommodate this tendency by taking a pragmatic approach and emphasizing the practicality and value of their products or services. The study also recommends that instead of brands striving for perfection when reaching Gen Z, they should aim for transparency and speed - which will go a long way in gaining their trust.

It is also crucial to consider the traits and habits instilled in this younger audience due to the effects of COVID-19 and social distancing that have shaped them during their formative years, which has accelerated their digital and social media use. In light of recent social movements led by younger generations such as #BlackLivesMatter, #MeToo, and #MarchForOurLives, Gen Z has consistently turned to action to enact their values in their daily lives. Seeing that this audience feels a calling to do their part and make the world a better place, they’re expecting that the brands and businesses they support are willing to do the same. As a result, brands can benefit from demonstrating their values through multicultural marketing, and showing how they practice what they preach in order to win their long-term loyalty.

Tech-savvy Audiences - especially Hispanics - are Ready to be Reached

Younger audiences also tend to be more tech-savvy than their older counterparts, so it is imperative that advertising campaigns not only include relevant creative messaging, but they must deliver their messaging on the most popular platforms and at the right time in order to run successful campaigns. When it comes to Hispanics, the majority of first-, second- and third-generation Hispanics in the U.S.are drawn to content that reflects their culture, according to a report by PwC . Because of the diversity that exists within the U.S. Hispanic demographic, your Hispanic marketing strategy should vary depending on the age, language preference, and nationality of the target audience that needs to be reached. When it comes to the Hispanic population, content amplified across digital platforms tends to perform the best, and will depend on preference in terms of the use of English or Spanish, or a mix of the two.

Young or old, Hispanics are a digital-first audience, and have been early adopters of emerging technologies such as smartphones, so much so that 90% stream video on either a smartphone or tablet, which is 10% more than non-Hispanic consumers . Digital is also crucial for Hispanics since it is used to create a community of friends and family, aside from being a source of entertainment and content. For instance, the same report shows that nearly half of Hispanic millennial consumers use Snapchat for this purpose, which is 20% more than non-Hispanic millennials. That being said, community and word of mouth suggestions mean everything to this group, and Hispanics are nearly twice as likely than non-Hispanics to recommend and review products or services. Ultimately, reaching this young and digitally savvy population can pay off big time given their many spending years and purchasing decisions to come .

If you still aren’t convinced about the power of social media, especially around younger demographics, take this staggering statistic into account: Global social media ad spend reached $84 billion in 2019 , which was the first year in history that social media spend outperformed print ad spend. Additionally, in the US alone, Facebook ad spend reached $25.56 billion in 2019 - representing a 107% increase from 2016, according to an eMarketer report . Clearly, the world is taking note of the immense reach and influence of social media and how it can drive purchase intent and consumer behavior.

Inclusivity Matters: Even within Hispanic Marketing, Backgrounds can be Nuanced

Despite how multicultural audience segments may be commonly portrayed, these groups do not exist within monolithic cultures - and it’s important to recognize this when marketing to them. While they may share common traits, it’s important to understand the nuance when it comes to reaching them based on plenty of behavioral and cultural factors that play a role, and consider that not everyone falls neatly into just one category.

For instance, a Pew Research Center survey of Latino adults shows that one-quarter of all U.S. Latinos self-identify as Afro-Latino, Afro-Caribbean or of African descent with roots in Latin America. This segment of Latinos within the broader “Latino” category in the U.S. are more likely to identify as Afro-Latino or Afro-Caribbean than those with roots elsewhere (34% versus 22%, respectively). When thinking about strategy, it is also vital to note that those who identify as Afro-Latino are more concentrated on the East Coast and in the South than other Latinos (65% of Afro-Latinos live in these regions vs. 48% of other Latinos). If your business is based in these areas, it would greatly benefit from having a strategy in place to reach specific demographics such as this one.

Fortunately, major strides are being made to acknowledge the diversity within ethnic and racial groups and how they are portrayed in the media, within both multicultural marketing and beyond. For instance, Ilia Calderón, a news anchor on Univision's flagship Noticiero Univision, has made history as the first Afro-Latina to anchor the weekday evening news for a major broadcast network in the U.S. When asked about being the first to do so as an Afro-Latina in an interview , Calderón explained, “I’m not gonna lie, I think it is hard. We are a minority within a minority, so the representation is not there. However, Univision is showing other companies that Black Hispanics can be successful too, and hopefully the company sets an example for other companies, in the media and elsewhere." As more companies follow suit, representation for all groups will become the “new normal,” no matter how nuanced.

Why are Many Companies Developing Multicultural Marketing Programs?

The importance of diversity and inclusion have undoubtedly been at the forefront of media across advertising and entertainment in the last few years, and you've likely seen brands aligning themselves with certain causes or groups. Most recently, many major brands from Nike to Netflix released online statements in solidarity with the Black Lives Matter movement. However, this isn’t necessarily anything new since brands often capitalize by aligning themselves with causes along with the seasons, such as Black History Month, Pride Month, Hispanic Heritage Month, and many more - but consumers expect more than just that, and they expect that companies will do the work consistently rather than just showing up for them once a year.

Inclusive advertising is no longer just a “nice to have” for consumers. Currently, most Americans (61%) find diversity in advertising important , and 38% said they are more likely to trust brands that include more diversity in their ads. Overall, this means that roughly one-third of LGBTQ+, African Americans, and Millennial consumers said that diversity plays a major role in their likelihood to purchase products or services from a company. Failure to not represent identities favorably can cause setbacks for brands - for example, 34% of survey respondents said they’ve boycotted a brand, at least in the meantime, because they felt their advertising was not inclusive or representative of them.

African Americans, Asian Americans, and Latino/Hispanic Americans make up 37% of the U.S. population, yet they do not feel properly represented in media and advertising. 66% of African-Americans and 53% of Latino/Hispanic Americans said they feel their ethnic identity is often portrayed stereotypically. Asian Americans also said that their ethnicities are not represented in advertising, at 51%. Both gender and ethnic representation have been lacking for consumers, which presents a missed opportunity in terms of utilizing personalization to reach audiences effectively.

One way to do this is to look at creative targeting options and optimize campaigns to reach wider and more diverse audiences. Some verticals have made it a point to create more diverse ads in recent years, with food (33%), healthcare (30%), and retail (30%) currently ranked to include the most diversity in their ads in the U.S., and banking, insurance, and automotive sectors ranking the lowest.

Get Precise: Multicultural Marketing Research Shows that Campaigns Benefit from Sophisticated Targeting

Digital is a useful method for reaching multicultural audiences since it allows for precise targeting, which can help for reaching your ideal customer, as well as improving the consumer experience since 80% of consumers say they are more likely to do business with a company if it offers personalized experiences - which goes hand in hand with personalizing messaging for diverse audience segments. A major part of targeting also means not just reaching audiences on one channel, but across several to reach them throughout their purchase journey.The proof is in the pudding, with omnichannel campaigns seeing an 18.96% engagement rate , compared to single channel’s 5.4% engagement rate, since consumers frequently alternate between channels across various devices.

Major companies and even government agencies have been taking note as well. For example, the Census Bureau recently launched a $500 million marketing campaign in 13 different languages to reach the country’s multicultural audiences - and they’re definitely onto something. It’s no secret that language plays a huge role in communication, and it also plays a major role when it comes to connecting with an audience’s culture. A Kantar consulting study revealed that, 57% of Hispanics believe that the Spanish language is more important to them today than it was just five years ago, and 62% of younger Hispanics who felt underrepresented in the market reported that they were becoming more interested in the Spanish language. Thanks to the power of targeting on digital platforms, Hispanic marketing campaigns can reach audiences in their preferred language to establish comfortability and give a nod to their culture.

Measurement tools to see how ads are perceived and portrayed by groups are also on the forefront of digital marketing. Recently, a new panel-based metric called the Cultural Insights and Impact Measure (CIIM) was created by the Alliance for Inclusive and Multicultural Marketing (AIMM). This metric allows brands to measure the presence of culturally specific values in an ad, as well as the medium and specific program where the ad appears - and it’s come at a much needed time. Of the 150 ads measured using the metric, only seven scored in the top quartile across all segments. Luckily, better targeting methods can change that with swaps such as showing varying ad creatives to different segments in order for all groups to feel culturally represented and celebrated. Not only does this improve public perception, but ads containing cultural insights that resonate with audiences have been shown to measurably boost purchase intent, brand loyalty, and relevance. It’s a win-win.

Takeaway

There’s no denying that digital is the future, and it’s also the present! By 2020, it’s been estimated that businesses will be spending $110 billion on digital advertising in the US, which is more than the spend for TV and print ads combined.

When taking younger, multicultural audiences into account, digital advertising is no longer an option - it’s a necessity. Thanks to digital’s ability to provide precise targeting options to reach diverse audiences on their favorite platforms, multicultural marketing and digital truly go hand in hand with one another.

Let us be your Multicultural Marketing Agency

With proven Hispanic marketing services delivering results across digital, broadcast, and events, our experts have worked on campaigns big and small while exceeding client expectations. For case study examples, check out our success stories within verticals ranging from auto, health care, legal, finance, and more.

Curious to learn more about getting started? Feel free to contact us or find a location near you today.

Check out our video for more multicultural marketing facts!

Industry Insights: Latinos and the Future of Education

Thu, 04 Jun 2020 16:10:34 GMT

There’s no denying that industries are shifting and re-thinking how they operate alongside current events and a changing digital landscape - including education. Read more to learn about how Latinos are pursuing higher education, and how distance learning is playing a role in shaping the future of the industry at large.

Latinos and Higher Education

Latinos make up 25% of school children and will become a third of the US population by 2050. As the U.S. Hispanic population continues to grow, the educational system and higher ed has found itself with a need to adapt in order to find better ways to reach and serve them. Historically, Latinos have not always had access to the same educational opportunities as other groups - but things are starting to change. In the past few decades, Hispanics have made major strides in educational attainment in both higher education and K-12.

For instance, the overall high school dropout rate in the U.S. has fallen dramatically in recent years, and Hispanics have accounted for much of this trend. Hispanics had the highest (34%) dropout rate among racial and ethnic groups in 1999, but that number dropped significantly to 10% by 2016 - while the fall in dropout rates over the same time period have been much less distinct for other groups.

Hispanic immigrants have also been catching up. According to Pew Research data , about a quarter (26%) of recently arrived Latino immigrants ages 25 and older had a bachelor’s degree or more education in 2018 - a significant jump from 10% in 1990. Hispanic immigrants who have completed high school have also seen vast improvements, with 67% in 2018, up from 38% in 1990. Despite these improvements, there is still a long way to go for educational institutions to make their offerings equitable for both U.S. born Hispanics and Hispanic immigrants alike.

Why Reach them?

U.S. Hispanics are actively looking to education to improve their earning potential and economic status, but often are not exposed to institutions who are actively looking to serve them, making them a key demographic to target and reach. For instance, only 17% of all higher education institutions in the U.S. can be classified as Hispanic-serving, which is defined as an institution that has at least 25% of full-time equivalent students who are Hispanic.

Given the pandemic and economic crisis, the case for attending higher education institutions or going back to school will become all the more important for Hispanics in particular when it comes to their economic recovery. More than 26 million people have filed for unemployment due to coronavirus-related business closures, and many of these individuals will be thinking about changing career paths or enhancing their skills to become more competitive in a post-Covid world.

While today’s circumstances aren’t exactly the same as the Great Recession, we can look to 2009 rates to predict what future enrollment patterns may look like.The number of Hispanics enrolled in college increased by 1.5 million throughout the recession and afterwards — a staggering approximate doubling of their pre-recession enrollment levels. For comparison, 13.2 percent of Hispanics ages 15 to 34 enrolled in undergraduate college before the recession, while 20.2 percent of Hispanics enrolled in college after - and they’re onto something - of the 12 million U.S. jobs that were created after the 2009 recession, over 99% went to individuals with degrees and certificates.

Evidently, Hispanics in the U.S. are increasingly recognizing the value of investing in their education, especially in times of economic uncertainty when it can be a turning point in determining the future of their economic status.

The Shift to Online Learning

A possible silver lining amidst the devastating state of current events lies in its ties to digital transformation and accessibility. For instance, Gaidi Faraj, dean of African Leadership University, spoke on this topic in a recent interview when she expressed, “An unintended consequence of this pandemic is that high education will become significantly more accessible as universities think about how to move all of their programming online, including counseling, student life, career development, etc.” For many students, traditional learning was out of reach given the high cost of tuition, on-campus housing, textbooks, and more. With increased adoption rates of distance learning, previously underserved students may be more apt to enroll in online school thanks to the convenience and affordability that it can provide.

Prior to COVID-19, high growth and adoption rates for education technology were taking place, with global edtech investments reaching US$18.66 billion in 2019 and the overall market for online education projected to reach a whopping $350 Billion by 2025. From apps, virtual tutoring, video conferencing tools, online learning software, and more, ed-tech has seen an even bigger surge in usage since the start of the pandemic.

An unintended bonus of online education offerings is that it can also be more effective in a number of instances. Research has shown that on average, students retain 25-60% more material when learning online compared to only 8-10% in a classroom, primarily due to e-learning requiring 40-60% less time to learn than in a traditional classroom. Much of this is due to e-learning’s ability to provide students with the opportunity to learn at their own pace and tackle concepts as they choose to best suit their learning style.

Takeaway

Hispanics in the U.S. have not always been reached and served effectively by educational institutions - and they’re hungry for change. Given their propensity to seek out educational resources, especially in times of economic uncertainty, the time to engage with Latinos is now.

If institutions would like to attain, retain, and serve the U.S. Hispanic population, Hispanic audiences will need to know that these institutions exist in the first place - and that they are willing to provide more information for them to consider their options. Ultimately, by reaching out to this demographic and sharing information, your educational organization can not not only become more equitable, but it can also reap the benefits for itself too.

For tips on getting started, feel free to check out our beginner’s guide to Hispanic digital marketing or contact a representative near you today.

Looking to Reach Hispanic Audiences? Look no Further than Online Streaming

Thu, 28 May 2020 16:06:19 GMT

These days, there’s no escaping online streaming. We’re all guilty of binge watching our favorite content on occasion … even if we don’t want to admit it. While there’s no doubt that online streaming is taking off across the general population, connected TV devices and online streaming are especially popular among U.S. Hispanic audiences. Wondering why that is and why you should reach these growing digital-first consumers? Read on for the full scoop.

What Counts as Online Streaming?

Although you may be familiar with the concept of online video streaming, you may be surprised to know that it encompasses a broad range of digital content. For instance, online streaming opportunities can range from streaming apps to YouTube, and other forms of online and mobile options.

Your business can reach viewers across ad-supported streaming devices such as Roku, Amazon Firestick, Smart TV devices, Playstation, and more, across streaming apps like Hulu, Amazon Video, Sling TV, Tubi, etc. There’s also YouTube streaming, which allows for YouTube ads - providing a convenient way for companies to engage with consumers as they watch YouTube videos. Aside from the fact that online video viewership is only going to continue to rise, it’s a great option for small and large businesses alike given that it enables specific targeting options to reach ideal prospective customers in your desired location. Because streaming can provide user data, ad campaigns can be optimized to target users by key data such age, location, household income, interests, keywords, etc.

Also growing in popularity is the rise of online Esports. From NBA stars making their debut, to everyday video gamers live streaming as they play online, ESports’ appeal lies in its accessibility for both professionals and at-home players alike. Sites like YouTube and Twitch have provided platforms for emerging gaming influencers to satisfy consumer demand for content - and the demand is definitely there - ESports audiences are predicted to surpass most major professional sports leagues by 2021, aside from the NFL .

Streaming Gets an Added Boost in the Midst of the Pandemic

Numbers were projected to reach 48% for US digital video viewers who will watch live content monthly this year, even before the pandemic. Since then, eMarketer has adjusted their report to 56% in February thanks to accelerated viewership rates from stay-at-home audiences.

Marketing executives have been expecting the rise of digital streaming as well, with a Viant survey of 500 marketing decision-makers at U.S. companies confirming a growing role for connected TV in January of 2020. Between 13% and 14% reported that the advent of new streaming options would result in more spending or increased testing for CTV advertising options for their clients. Despite decreased budgets as a result of the outbreak’s financial impacts, Advertiser Perception studies tracked advertising trends during covid-19, finding that OTT/CTV is among the media platforms benefiting most when a new budget is added or reallocated. Social media is getting the most new dollars at 64%, however, OTT/CTV (43%) and digital video (44%) follow not too far behind.

In a Morning Consult survey in April of 2020, 21% of all adults subscribed to a new streaming service since the pandemic began, with 32% of millennials and 29% of gen Z’ers leading the pack. Notably, Hispanics subscribed to another service more than any of the other groups surveyed, at a whopping rate of 32%. While streaming use across the general population is to be expected with digital transformation, people may be surprised to find out that Hispanics have been ahead of the curve when it comes to adopting online streaming services.

Why are Hispanics such Avid Streamers?

So, why exactly have Hispanics seen the most growth when it comes to streaming numbers? One compelling reason for high Hispanic adoption rates lies in their relatively young age when compared to other groups in the U.S. The U.S. Census Bureau has broken down the percentage of Latinos in each generational segment as follows: Baby Boomers: 14%, Generation X: 19%, Millennials: 27%, Generation Z: 35%. According to these numbers, over half of Latinos - 62% to be exact - are under age 40. With younger age groups signaling higher digital media use and new tech adoption rates, it’s no surprise that digital mediums come naturally to Hispanics - making them an prime audience to keep a look out for both now and in the future.

Hispanics are also more likely to buy a product or service if a bargain is involved, despite their increased spending power in recent years . GlobalWebIndex found that 50% of Hispanics identified bargains as a top purchase driver. Since CTV and online streaming services often eliminate the need for expensive cable bills, adopting these services can spell out major savings incentives for Hispanic audiences who are looking for the best deals to access their favorite entertainment.

The desire for diversity is a possible factor that could be playing another big role. The Horowitz State of Viewing & Streaming 2020 study reported that 55% of all viewers who view programming on streaming services and linear television say outlets such as Netflix, Hulu and Disney Plus do a better job of telling stories about and by people of color than broadcast and cable. Of the ethnic groups surveyed, 61% of Hispanics said that streaming services are doing a better job of promoting diverse stories and images.

Adriana Waterston, Senior VP of Insights and Strategy at Horowitz, expressed that streaming services can offer many more content options than traditional TV services, along with being in a position to better promote content to multicultural audiences. With a growing number of proponents championing for better representation across TV, movies, and video content in general, nearly 70% of viewers said it’s important for the media to represent diverse people and communities within the United States to dispel stereotypes.

What Lies Ahead?

Digital video content viewership is through the roof, with a 60% increase in the amount of content watched in the US in recent months. As if that wasn’t enough, the average adult logs into four streaming services, with 38% having access to five or more streaming services .

With subscription streaming services capitalizing on consumers staying at home and having more time on their hands, free trial rollouts will likely add to the skyrocketing rates of streaming adoption for consumers who may have previously been on the fence. While we don’t know when things will go back to “normal” and the hourly rates of content viewership may go down as stay at home orders subside, there’s no doubt that streaming is the future of content in an increasingly digital world.

Thanks to digital streaming’s ability to target specific audiences by key demographics, it’s no surprise that agencies are starting to lead with CTV and OTT advertising options to make major gains for both themselves and their clients. What does this mean for your business? Taking the numbers into account, it’s worth giving it a try to reach audiences where they’re spending significant amounts of their time - especially when it comes to Hispanics.

Curious to learn more about promoting your business across digital streaming to reach key audiences in your area? Feel free to contact us or find a location near you to learn more.

Industry Insights: The Rise of the Online Dealership and the Future of Auto

Wed, 20 May 2020 15:35:28 GMT

Not too long ago, walking into a car dealership, shaking hands with a member of the sales team, and test-driving several vehicles on the lot was considered a typical car-buying experience. Flash forward to today, and the automotive industry could not be more different. Given the Covid-19 pandemic, consumer behavior and preferences have changed - and will remain altered even in the aftermath of current events. Keep reading to learn about the rise of the online car-buying experience, changing consumer expectations, and the future of the automotive industry.

The Online Dealership

The idea of buying a car online isn’t an entirely new concept. Even before wearing face masks and religiously disinfecting surfaces became a part of our everyday lives, consumers have shown interest in e-commerce options for purchasing their next vehicle. In a 2019 Digital Commerce 360 Online Vehicle Shopper survey, 49% of consumers stated that they were willing to purchase a new vehicle entirely online - and the proof is in the numbers with automotive e-commerce bringing in $14.6 billion-a-year in business.

Although purchasing a vehicle online may sound staggering, customer preferences for online options have risen in popularity even more than previously anticipated this year due to health and safety concerns. In April of 2020, 18% of auto shoppers said they would buy a vehicle sooner if they could purchase the vehicle they wanted without going to a dealership. With automakers offering touchless drop-off and return services, sanitizing vehicles before returning them to customers, and providing valet services that were previously unique to luxury brands, tapping into the appeal of online shopping has been a favored tactic moving forward. Several major automakers, such as General Motors and its Buick, Cadillac, Chevrolet, and GMC manufacturers have offered "Shop. Click. Drive." programs long before the pandemic began. Meanwhile, companies such as Fiat Chrysler Automobiles have dramatically accelerated their online buying roll-outs to adjust to the demand for online alternatives. So what exactly can an “online dealership” look like?

While you can say goodbye to big in-store events, there’s still hope for driving business to your dealership even if it's from a distance. For example, auto dealerships can implement online events, digital showrooms, online shopping options, offer at-home test drives, post informative review videos, or even offer virtual reality test drives and showrooms. Some brands are even creating buzz by revealing their latest models via livestream, such as Hyundai’s 2021 Elantra release in early March, which raked in nearly 800,000 combined views during its launch. Where there’s a will there’s a way!

The Quest for Deals

If there’s one thing that’s certain, consumers love a good deal - pandemic or not. With financial instability and uncertainty at an all-time high, car manufacturers and dealerships are offering major deals across their inventory and relief in the form of payment plans. While payment programs are now in place to offer reassurance for customers facing recent job losses, there has also been an influx of coronavirus car deals to convince consumers that now is a great time to buy a vehicle thanks to options such as long-term, low-rate financing and deferred payments for up to six months.

According to James Houston, Managing Director of Consumer Lending and Automotive Finance at J.D. Power , "These types of programs have been tools OEMs have used many times over in economic downturns and for inventory control. History shows us that automotive sales recover over time, and there will be less need to rely on these types of programs." While these programs won’t last forever and we don’t know with certainty when we’ll see the light at the end of the tunnel, they’ve become the “new normal” to confront declines in sales and financial difficulties among prospective buyers.

People aren’t all rushing out at once to buy a new car, but car buyers are turning to digital in order to research and compare the best deals and car models available - and search interest for “is it a good time to buy a car” grew more than 9X between January and February of 2020 and March and April of 2020.

The Future of Auto

Data shows that consumers are increasingly getting smarter about the way they shop - and they have access to tons of information at their fingertips thanks to their digital devices. In 2020, consumers make sure to take their time to conduct thorough research prior to contacting a dealership. Ten years ago, it was normal to cross-shop an average of around four dealerships, but today that number has been halved thanks to increased access to data and online resources. Now, auto consumers are requesting speed when it comes to completing their purchase. There’s no doubt that coronavirus or not, online car-buying alternatives and sources of information are here to stay.

Despite dismal numbers and downward sales projections in recent months, some auto professionals predict that the public may see new needs for purchasing a car. For instance, George Karolis, president of car dealership investment bank The Presidio, has pointed out, “Will folks be comfortable being in a vehicle that they don’t know who was in before? There could be a tremendous focus on personal vehicles.”

Additionally, Anthony Pordon of the Penske Automotive Group has stated, “The recovery will take a while. We see consumers adapting to changes and being more cautious.” He has also mentioned that ride- and car-sharing services might lose their popularity post-Covid, which “could bode well for auto retailing” if previous Uber and Lyft customers choose to purchase personal vehicles for safety reasons.

Takeaway

By now, you’re likely all too familiar with the phrase “unprecedented times.” While it may seem cliche, it rings true - and the impact of recent events is without a doubt being felt heavily in the automotive industry. While there is no exact formula or timeline for what the industry will look like moving forward or when it will recover, some things are certain: prospective auto-shoppers are turning to digital methods for their car-buying information, safety, and convenience. Secondly, auto dealerships will need to stay up to date with these insights and preferences to meet consumer demands.

Ultimately, the automotive industry has made it through past recessions, and it can make it through the next one - as long as it continues to adapt.

Interested in learning more about reaching consumers through their preferred digital platforms? Contact us or choose a location near you to find out how you can get started and grow your business.

8 Misconceptions about Latinos and How to use Digital Marketing to Reach them Effectively

Wed, 13 May 2020 16:33:48 GMT

Even if you don’t intend to stereotype, you may make generalizations about groups according to typical portrayals you’ve seen of them - including what you may have seen or heard about Latinos in the U.S. Find out what you may have been guessing wrong about Latinos, and how you can use your newfound knowledge to build successful digital marketing plans to reach them and grow your business. It’s a win-win for everyone involved.

1. Misconception: Latinos don’t have a lot of spending power.

Fact: Over the years, Latinos have become a growing labor force demographic and spending power is on the rise.

At 66.3% in 2019, Hispanics had the highest labor force participation rate of any demographic and were ahead of the overall U.S. labor force participation rate of 62.9%. Their high participation rate is due in part to the fact that Hispanic millennials comprise nearly 30% of all Hispanics - making them a more youthful group with plenty of working years left compared to other demographic groups.

Thanks to their largely millennial demographic, Hispanic consumers are also likely to be auto intenders, making them the fastest growing segment in the automotive market - contributing to 11% of overall vehicle sales in 2019.

That being said, it’s vital that your business keeps its local Hispanic audience in mind, given their upcoming rise in spending power. This is especially true if you live in a Hispanic majority market or if your area has a significant Latino population.

2. Misconception: Almost all Latinos in the U.S. are Mexican.

Fact: Latino cultural backgrounds vary greatly - especially depending on the region .

While it’s true that Mexicans comprise more than two-in-three Hispanics in the Los Angeles and Houston metro areas, this isn’t the case for Hispanics everywhere in the U.S.

In many other metro areas, other origin groups make up the largest share among Hispanics. For instance, Puerto Ricans are the largest group in Orlando, Salvadorans are the largest group in Washington, D.C., and Cubans are the largest origin group in Miami.

It’s important to address your local Latino audiences on their most visited platforms, but also being aware of the varying cultural backgrounds and distinctions within your audience will help take your multicultural marketing campaigns to the next level.

3. Misconception: It’s fine to stick with English-language campaigns when marketing to Latinos.

Fact: Many Latinos favor Spanish or are bilingual, and their preferences vary.

Language preferences are increasingly important for advertisers and businesses to effectively reach Latinos.

Google, arguably one of the most influential authorities in the digital space, has taken notice of the importance of cultural and language preferences too. Sarah Carberry, head of multicultural strategy at Google, told Search Marketing Daily , “We’re finding a need to stay connected to culture. The best way to do that is through language.” Their findings have also shown that Spanish-language commercial search queries grew 55% in 2019, compared with 2018.

There’s no doubt that language plays a huge role when addressing Latinos. However, knowing how and when to use Spanish, English, or a mix of both makes all the difference to help your business stand out from the crowd and stay culturally relevant.

4. Misconception: Latinos are traditional. They favor in-store purchases as opposed to online.

Fact: Latinos are early tech adopters and many of them frequently make purchases online.

Hispanics are extremely active internet users. Did you know that 60% of Hispanics were born or grew up in the internet age, compared to 40% of non-Hispanic Whites? This makes them a prime digital audience that you can readily reach from the comfort of their favorite websites and devices. Hispanics are also more likely to access the internet via a smartphone, making them a mobile-first audience.

When it comes to the shopping experience for bilingual Hispanics, experiences fluctuate across channels. According to Google data , about 40% of bilingual shoppers prefer to shop in stores, but purchase online, compared with 29% of non-Hispanic shoppers.

Evidently, Latinos are not as traditional as people may assume. With a largely Millennial and Gen Z population, Latinos are tech-savvy and are quick to adopt new technology. What does this mean for you? Keeping their digital patterns in mind can help your business recognize how their habits trickle down to their consumer behavior - and you can know exactly how and where to reach them.

5. Misconception: Latinos are a minority group in the U.S.

Fact: It depends on where you’re at!

Non-Hispanic white Americans account for 60% of the U.S. population , but in numerous counties, the majority of residents are Hispanic, reflecting the rapidly changing demographics within the U.S.

A total of 69 counties were majority Hispanic in 2018.The number of majority Hispanic counties doubled between 2000 and 2018, from 34 to 69. In all but four of these 69 counties, the Hispanic portion of the population grew during that period.

With Latinos becoming the majority in a growing number of counties, it doesn’t hurt to check if yours is one of them too - or on track to become one. Even if your county isn’t majority Hispanic, it’s likely that your local Hispanic population will continue to grow over time to reflect national trends. This is when it becomes more important than ever to stay ahead of the curve and dedicate part of your digital marketing plan to target Hispanic audiences.

6. Misconception: Most Latinos aren’t homeowners.

Fact: Hispanic homeownership is on the rise.

Over the past decade , Hispanics have accounted for 62.7% of net U.S. homeownership gains, growing from 6,303,000 homeowners to 7,877,000. Overall, this is a total increase of 1,574,000 Hispanic homeowners.

The upward trajectory for Hispanic homeownership is in line with projections made by the Urban Institute that Hispanics will account for more than half of all new homeowners in the next several years, and for 56% of all new homeowners by the year 2030.

Case in point, if you’re targeting homeowners or potential home buyers in your area, make sure you’re able to reach Latinos as they’re increasingly making up a larger share of U.S. homeowners.

7. Misconception: Most Spanish-speaking Latinos are immigrants.

Fact: Immigrants are a declining share of the Latino population.

You know how the story goes… most of today’s Latinos are coming to the U.S. from their native countries in search of opportunity or reconnecting with family. But actually… The number of Latinos in the U.S. who are immigrants declined to 33% in 2017, mostly due to declining migration from Latin America. However, since many U.S. Latinos are children of immigrants or descended from Latino immigrants, cultural ties still run deep and language plays an important role.

When it comes to your media plans, Latinos probably aren’t as different from you as you think. Yes, many of them speak and/or prefer Spanish - but there’s no need to see them as a completely separate group of consumers, rather, it helps to see them as a segment within the larger U.S. population.

8. Misconception: Many Latinos living in the U.S. are not long time residents or citizens.

Fact: A large portion of Latinos are U.S. citizens and/or long time residents.

Most of the current U.S. Latino population has been here since they were born or for several decades . In fact, about 79% of Latinos who live in the U.S. are U.S. citizens, which is up from 74% in 2010. Who exactly counts as a citizen? Citizens are defined as individuals who were born in the U.S. and its territories (including Puerto Rico), people born abroad to American parents, and naturalized citizens.

If they aren’t already citizens, a growing share of Latino immigrants are longtime U.S. residents. Roughly four-in-five Latino immigrants (78%) have been living in the U.S. for more than 10 years, which shows a 14% increase from 64% in 2010.

When it comes to your Hispanic digital marketing plans, there’s no need to treat Latino audiences as complete foreigners - but it is important to pay attention to the generational, regional, and language differences that make them unique.

In conclusion…

U.S. Latinos are an avid digital audience, and they’re also growing in the workforce in addition to seeing increases in spending power and homeownership in recent years.

Ultimately, the many strategic digital methods available for reaching Latinos are just as unique as their backgrounds and cultures. No one wants to be treated like a stereotype, and your Hispanic digital marketing campaigns can benefit from being distinctive and breaking this mold too. Recognizing who your audience is can only go so far, but taking the time to know the facts can make all the difference in connecting with them authentically and gaining their trust as consumers.

Want to learn more about how to effectively reach your local Hispanic audiences? Feel free to contact us or find a location near you today.

Marketing Tips for a Not-so-Normal Memorial Day

Thu, 07 May 2020 15:16:13 GMT

Memorial day - barbecue get-togethers with family and friends, the long awaited beginning of summer, major flashy promotions everywhere you look … sound familiar? This year, it’s safe to say the holiday won’t exactly be the same. Read below for tips to ensure your marketing strategy is mindful of current events and the true meaning of the holiday.

Curate your Offerings

Just because it’s a holiday, doesn’t mean you have to have to go overboard with countless promotions - but it’s a great time to be strategic. Do any of your products or services align with the upcoming summer months? Is there any inventory you can afford to mark down from past seasons? Now is the time to optimize your sales in a nuanced way that can benefit both your business and your customers.

Keep in mind that consumers are shopping differently now, and will likely continue to do so in the coming months. From stockpiling goods at the beginning of the outbreak to now restricting shopping activity and buying online when possible, a new Nielsen study of the U.S. market has highlighted consumers' reactions to processing new outbreak information and their spending decisions tied to these updates. Thanks to this research, businesses can now identify early indicators of consumer actions, which in turn can help manage expectations alongside news cycles. Given the new reality, remember to be realistic about your offerings by keeping your consumers’ needs in mind. Which necessities are they currently addressing, and what are they anticipating next?

Use Digital Methods to your Advantage

While Memorial Day is usually centered around in-person sales events to draw customers to physical stores, the typical approach won’t go over well this time around. In March of 2020, insights from a Coresight Research poll saw that nearly half (47.2%) of US internet users said they are actively avoiding shopping centers and malls, and roughly 32.7% of respondents said they were avoiding physical stores. Understandably, older consumers are exercising the most precaution, with nearly 9 in 10 of those over age 45 who said they will avoid physical stores if the virus worsens.

There’s no changing stay-at-home orders and the way the general public feels about large gatherings, but there are ways to still serve potential customers from a safe distance - and there has truly never been a better time to go digital. According to a Numerator consumer survey in April of 2020, 15% of customers who placed an online ship-to-home order in the past month indicated it was their first time ever or first time in the past six months doing so, and 37% of click-and-collect users were new or “new lately” - indicating that even previously traditional shoppers have adapted to digital alternatives.

Wondering how you can get started? Consider hosting your Memorial Day sales online, offering delivery options, or trying out virtual showrooms or virtual consultations depending on the services you offer.

Respect the Holiday’s Meaning

Memorial Day got its name for a reason, after all - with showing respect and appreciation for veterans and their families being at the center of the celebration. According to 2019 estimates , there are approximately 45 million veterans in the U.S. who have served the country during wartime, and 15 million living wartime veterans.

This year, it will be particularly important for brands and businesses to be sensitive to the holiday’s original meaning as communities celebrate local heroes and emphasize the importance of being in this together.

When in Doubt, Opt for a Subtle Approach

These days, audiences are keenly aware of when brands or businesses are trying too hard or coming across as inauthentic. When in doubt - don’t go over the top, and focus on what feels like a natural right fit for your brand and clientele.

Your business doesn’t need to go all out for the holiday, especially if it feels unnatural to do so. Take a subtle approach if you’re unsure how to handle your Memorial Day marketing. Not every business will benefit from inundating its ads with massive images of American flags - but simply using red, white, and blue colors in your creative copy or images could be a more fitting strategy to give a nod to the holiday. Feel pressured to make a bold statement to honor vets? Choose respectful language if you decide to go down a celebratory route, and err on the side of caution. Be careful not to host large in-person events or feature images of large gatherings in your advertisements, as this could be seen as insensitive to current safety standards and public concerns.

Lead with Savings

Of the many aspects of Memorial Day that will be different this year, savings will remain important and arguably even more important than before. With the outbreak causing substantial financial impacts among community members and households, consumers will appreciate the opportunity to act on useful savings that are immediately relevant to them.

A great way to promote your Memorial Day deals are across social media and video streaming platforms, given that 55% of current consumers are primarily using social media for information - and the number of cable-free video streaming households continues to skyrocket with a projected increase from 48.9 million in 2020 to 61.5 million in 2023.

Takeaway

Consumers are more aware of marketing tactics than ever before, and the state of current events has made many customers around the country hesitant about brands who try too hard and don’t seem genuine in their statements. At the same time, consumers want to put their money towards businesses who show they care. The best way to work around this conundrum is to err on the side of caution and put yourself in your potential customers’ shoes.

Remember to ask: How can my business meet the immediate practical needs of my community? How can I convey my business offerings in a helpful and friendly way? Which platforms will be most effective in reaching and converting consumers given their preferences for online approaches? How can my business celebrate respectfully? Keeping these questions in mind will make all the difference for this year’s unique memorial day situation - and position your business for future success as the country moves forward.

Interested in growing your business and choosing the right marketing messaging? Feel free to contact us or find a location near you to learn more.

5 Ways to Celebrate Cinco de Mayo in your Marketing Messaging

Tue, 05 May 2020 15:58:07 GMT

While Cinco de Mayo is often associated with being an excuse to eat tacos and drink with friends, its origins tell a story of resilience and tenacity. Read more to discover how you can celebrate Cinco de Mayo in your marketing messaging to not only commemorate the holiday, but to also reach key Hispanic audiences and grow your business year-round.

1. Convert Potential Customers with Cinco de Mayo Savings

Who doesn’t love a good deal? While you may have ongoing promotions, savings, or coupon options, centering deals around Cinco de Mayo messaging can be a timely way to capture your audience’s attention during the season. Hispanic consumers in particular are more apt to buy a product or service if a bargain is involved. In a GlobalWebIndex study , the top “online purchase drivers” among Hispanics were cited as free delivery (63%) and coupons and discounts (50%).

Looking for a simple yet effective way to incorporate savings in your messaging? Playing on the number 5 in your offerings can translate to numerous possibilities, from “buy 4 get the 5th free,” 5% discounts, $5 off, etc.

2. Engage Audiences with Sweepstake Specials

Celebrate the festivities with consumers by offering sweepstake specials. Not only will your customers appreciate the fun approach, but your business can also enjoy high engagement rates from interested participants. Recent research shows that 33% of contest participants are open to receiving more information about a brand, and contests have a conversion rate of almost 34% on average.

One way to attract new customers and keep current customers in the loop is by offering a special giveaway or hosting virtual sweepstakes. Whether or not your business offers products or services that are directly relevant to Cinco de Mayo, there are endless ways to incorporate messaging into your sweepstake campaigns. For instance, even a straight-forward campaign offering a free giveaway to a lucky winner can piggyback off of Cinco de Mayo’s festive qualities.

3. Center around Celebration

Although Cinco de Mayo started off as a relatively unheard of holiday within the U.S., a growing number of Mexican Americans began celebrating the holiday as a way to pay homage to the connection between their Mexican and American culture - which eventually gave way to it being celebrated as a national holiday by the general public.

Nowadays, It’s no secret that Americans of all backgrounds have taken to celebrating Cinco de Mayo, and brands and businesses have used this to hone in on prime marketing opportunities. For example, in 2014, Cinco de Mayo became the biggest non-winter drinking day of the year , and the holiday has solidified itself as one of the top five drinking holidays in general.

That being said, you don’t need to be an alcoholic beverage company to find ways to simultaneously celebrate the holiday and draw in potential customers. Simply tailoring your messaging around celebration and festivity can go a long way to stay relevant during the season.

4. Consider Developing Year-round Hispanic Marketing Campaigns

If your business doesn’t have a Hispanic marketing plan, now is an especially good time to think about developing one. As of 2019 , there are 131 million multicultural Americans, making up 37.5% of the U.S. population, with Hispanics accounting for the largest portion at 19.6%. Additionally, minority groups represent the majority of the population in more than 400 counties across the U.S.

Outside of holidays like Cinco de Mayo, Hispanic marketing campaigns are useful for growing your business year-round, and having a dedicated team who knows how to reach Hispanic audiences authentically and in their preferred language is essential to gaining their loyalty as a trusted business or service provider.

This is where digital platforms come in especially handy. Recent statistics show that U.S. Hispanics spend more time on social media every day and are nearly twice as likely to spread information and review products and services online than non-Hispanic groups. U.S. Hispanics also agree that digital platforms are key to staying connected to their culture, providing an excellent opportunity for brands to focus their campaigns around cultural relevance to reach this digitally-savvy audience.

As an added bonus, dedicating a portion of your marketing efforts to yearly Hispanic and/or multicultural marketing campaigns means that celebrating Hispanic-focused holidays like Cinco de Mayo are more natural and genuine to your brand or business, and that you’re not just capitalizing on the holiday once a year.

5. Honor the Underdog

Contrary to popular belief, Cinco de Mayo is not Mexican independence day - but it is a holiday celebrating the date of the Mexican army’s unlikely victory against France on May 5th of 1862 in Puebla, Mexico. While it’s a somewhat minor holiday in Mexico, it has evolved into a commemoration of Mexican heritage and culture in the United States, namely in areas with predominant Mexican-American populations. If your area has a large or growing Hispanic community, adjusting your marketing messaging to Hispanic centered holidays such as Cinco de Mayo is increasingly important if you’re looking to reach potential customers near you.

Given the history of Cinco de Mayo, marketing campaigns can center around themes of perseverance and rising above the odds – from their own business’ perspective and from their consumers’ points of view alike. What makes your business and customers resilient compared to the rest? This holiday is the perfect time to celebrate these unique qualities, such as emphasizing your business’ tenacity in exceeding customer expectations as well as celebrating your clients’ loyalty and dedication.

Regardless of your business and the services you offer, Cinco de Mayo commemorates how the underdog can make a major impact and contribute to the success of the community as a whole.

Takeaway

Incorporating Cinco de Mayo messaging and offerings in your marketing campaigns doesn’t necessarily have to be flashy and time-consuming. By making adjustments to your marketing messaging to focus on celebration, promoting special deals or sweepstakes, and considering how you can tell your business’ and customers’ stories through the lens of the underdog, your brand can position itself for success.

It’s also crucial to keep in mind that ultimately, Cinco de Mayo is a holiday pioneered by Mexican-Americans and the U.S. Hispanic population - and reaching them is more important than ever given their influence and growth in recent years.

Curious to learn more about how reaching Hispanic audiences can help you grow your business? Feel free to contact us or find a location near you today!

Hispanic Digital Marketing News: The Top 6 Trends you Need to Know in 2020

Tue, 28 Apr 2020 16:49:16 GMT

As the U.S. becomes an increasingly multicultural country, businesses are recognizing the importance of multicultural marketing to reach this rapidly growing population. While this type of marketing used to be seen as optional, it’s becoming more and more essential for marketing campaigns to include multicultural marketing segments especially as major officials, brands, and industries are advocating for diversity and inclusion. Stay ahead of the curve by checking out the latest 2020 news and trends below.

1. Multicultural Media Spending is Continuing to Rise - Especially via Digital

Trying to figure out your target audiences as you map out your marketing plans? With multicultural ad spending projected to increase over 6% in 2020 for a grand total of $28.7 billion dollars, it’s an avenue worth considering. While the multicultural category includes various demographic segments in the U.S., the Hispanic segment is seeing the most growth with a 5% share in spending (roughly $17.94 billion).

Choosing a channel for your marketing strategy can be overwhelming. Take some of the confusion out of the equation and note that multicultural spending increases of about 11% are going towards digital platforms via social marketing efforts and content marketing. If you’re looking to branch out into multicultural marketing, digital avenues are your best bet.

2. Media Really Does Matter, and Positive Representation Fuels Consumer Behavior

A recent survey conducted by The Female Quotient, Ipsos, and Google set out to ask: Does inclusive marketing have a positive effect on consumer behavior? The results showed that the answer is yes, so much so that consumers even considered themselves more likely to consider using products or services from companies that included diverse and inclusive advertising in their marketing plans. Of the group asked, 77% of Millenials and 85% of Latino consumers echoed these sentiments.

That being said, if your local market has a large or growing Latino population, you could be missing out on a receptive audience by not including more diverse marketing and messaging in your business’ campaigns.

3. Representation is a must-have - and it’s an Emerging Focus across Industries

Representation not only matters in the ads people consume, but also in the shows and movies they choose to watch. For instance, historically, Latinos have lacked access to major Hollywood roles and executive positions. This has resulted in a lack of accurate representation despite the growing number of U.S. Latinos. In a recent statement , the mayor of Los Angeles (Mayor Eric Garcetti) spoke out about a novel initiative to combat this issue and provide Latino talent across the entertainment industry with opportunities, with an overall goal to double Latino representation in Hollywood by 2030.

The star-studded list of supporters from Eva Longoria, J.J. Abrams, Zoe Saldana, and others - plus initial funders including the Annenberg Foundation, WarnerMedia, and Endeavor Content, have made it clear that major industry players are banking on Latinos. Latina actress and advocate Eva Longoria stated, “As a Latina, I want to see more actors who look like me onscreen and behind the camera.” With powerful government officials and entertainment industry powerhouses behind Latinos, representation is a hot topic that isn’t going away anytime soon.

But that’s not all. Latinos are also making a mark in the world of sports, music, and media - which was clearly demonstrated in the 2020 Super Bowl’s Hispanic focus . Javier Farfan, the NFL’s Cultural Marketing Strategist, emphasized the importance of Latino consumers in the U.S. when he explained, “We have to be culturally relevant. As you think about our fan base continuing to grow and look at the future, the growth is going to come from the Latino fan. The halftime show — we partnered with Roc Nation and Pepsi to pick these two Latina women because they talk about the spectrum of who a Latino is in this country. One sings in Spanish, another sings in English. One born here, one born in Colombia. It was the perfect mix.”

4. Hispanic Multicultural Marketing must also take Multigenerational Marketing into Account

When it comes to Hispanic multicultural marketing, businesses need to consider the influence of various family members and how this can affect purchasing decisions within multigenerational households . Since several generations can live under the same roof, engaging with brands along the purchase journey can fluctuate among younger and older family members, and both English and Spanish languages.

A prime example of this can be seen in the ELF (English-language-first Latino) , who was either born in the U.S. or immigrated before the age of 10. These individuals are bilingual, bicultural, and highly influential within their families as translators and interpreters - which even trickles down to interpreting brand options and boils down to which products their family purchases.

Digital campaigns are optimal for this young group, and Spanish-language advertising comes in handy for their Spanish-dominant relatives. It’s important that pages are tagged across all languages to get a better idea of the consumer journey - just because someone landed on a Spanish or English version of your site doesn’t mean that it’s the only one they visited. Make sure you’re able to get the full picture!

5. It’s not just about Diversity - it’s also about Inclusion and Accessibility

Diversity is a given, but how can you be more inclusive to make sure that your campaigns are accessible for all people? Other than accounting for language and cultural preferences, accessibility is a major topic in 2020. With an array of advanced technologies and solutions available, why not use them for inclusive purposes? Many well-meaning marketers and business owners alike often fail to take into account that good marketing campaigns don’t mean much if they aren’t accessible to all members of their audience.

Consider this: 1 in 6 U.S. Hispanics have a disability, and 73% of all individuals with disabilities will leave a page immediately if it isn’t accessible. This is not only discouraging for these individuals, but it also represents missed brand and business opportunities when engagement numbers could have otherwise been higher. Accessibility doesn’t have to be complicated - simply captioning videos, including transcripts, and ensuring that your content and websites are user-friendly are small steps that can make a big difference.

Because consumers are people of all backgrounds and abilities, it’s important to remember that everyone ultimately wants to be a part of the conversation and have access to information.

6. The Younger the Generation, the More Multicultural

According to the U.S. Census Bureau, the percentage of Latinos in each generational segment is comprised of 35% Gen Zers, 27% Millennials, followed by 19% Gen Xers and only 14% Baby Boomers. Due to the Latino population’s largely Gen Z and Millennial audiences, it’s crucial that marketing efforts towards Latinos keep their preferences and consumption patterns in mind now and in upcoming years.

Recognizing that both Generation Z and Millenials are a digital-first audience, it’s key to take personalization into account for more effective advertising. Making sure that sites are mobile friendly and that apps are easy to use are great first steps. Take it even further by tailoring social media marketing efforts not only to your business objectives, but also to their preferences. If you’re not super familiar with Instagram, Twitter, and Snapchat, the time to educate yourself is now. Visual content will go a long way with this Latino audience, as will weaving English and Spanish together authentically to acknowledge their culture.

In conclusion …

With multicultural audiences on the rise across the U.S., it doesn’t hurt to consider adding a Hispanic multicultural marketing component to your overall marketing mix. Keeping up with upcoming trends in the multicultural marketing world will not only keep you up to date with current events, but it also has the added benefit of maximizing your business’ messaging - so you can maximize the results that matter to you.

Want to learn more? Feel free to contact us or find a location near you today.

5 Benefits of Running a Sustainable Small Business - and How to Get Started

Wed, 22 Apr 2020 15:49:37 GMT

This Earth Day, themes around community and protecting one another and the planet could not be more relevant. While “going green” used to be an afterthought for many businesses, events in recent years have shaped consumers to lead with their values and opt for businesses that follow green practices. Find out how implementing simple sustainable business practices can build trust among your customers and community - while also allowing your small business to reap the benefits throughout the process.

1. Drive Business and Sales

A recent Unilever study found that 33% of consumers want to buy from brands “doing social or environmental good,” opening up a huge opportunity in the market for sustainable goods and sustainable-oriented businesses. To get started, considering both internal and external factors to aid your business’ sustainability mission is essential. For example, an improved internal process to increase energy efficiency can lead to external savings and higher profits, reduced waste, and even increased productivity.

Staying up to date with the latest digital technology is another great way to increase efficiency and drive sales of your products or services. According to research from IBM , respondents answered that they most desired the ability to use technology that would help them find what they need easily and quickly. Of participants included, awareness of new shopping technologies was at 90%.

Consumers are becoming increasingly aware of new technologies, and increasingly eager to see them implemented to provide a more seamless user experience. 71% percent of respondents answered that they were already using or wanted to try searching by visual means, and 69% said they would like the ability to use voice search. As a small business, implementing in-demand online technology can not only give you the desired business results you’re looking for, but it can reduce waste (of both resources and time) as a result. With the pandemic confining the public to their homes, many businesses have already begun to implement new technology they may not have considered before - there’s no better time to get started.

Another great way to both help the community and drive business is to consider partnering with a local organization that has similar values. Community partnership can have plenty of benefits, from inspiring progress to increasing your business’ credibility among consumers and potential customers.

2. Save Money

Aside from the good a sustainable business can do for the planet and community, it can also do plenty of good for your wallet. From small daily practices for conserving energy to meeting investor and stakeholder criteria, going green can make a major impact. Start small by asking questions about how your business operates on a consistent basis. For instance, are heat or electricity left on overnight, even when no one is around?

Thanks to the EPA's online measurement tool , your business can measure its building performance in a secure environment to track how your energy is being used and where it could be improved. Using these results can help your business better understand where your spending is going toward, while also finding areas to cut back and save.

Other simple cost-saving swaps include using paper clips instead of staples, recycling paper, and reusing paper or boxes whenever possible. If there are any unused or outdated electronics that you’d like to get rid of, find out how you can donate or recycle them in your area instead of simply throwing them away.

On a larger scale, studies have shown that going green can pay off big in terms of company favorability. Many investors today use Environmental, Social, and Governance (ESG) metrics to consider an organization’s ethical impact and sustainability practices. A company’s carbon footprint, water usage, community development efforts, and diversity are all factors that are kept in mind. Research shows that companies with higher ESG ratings have a lower cost of debt and equity , and that sustainability practices can help financial performance while also gaining support from the public. According to a survey by McKinsey , nearly 3,000 employees said the strongest motivating factors to adopting a sustainable mindset are aligning with a company’s goals, missions, or values; building, maintaining, or improving reputation; meeting customer’s expectations; and developing new growth opportunities.

3. Build Trust by Limiting Safety Concerns

As a small business, you may already have a leg up when it comes to building and maintaining consumer trust and limiting safety concerns. With today’s consumers focused on ensuring that products and services are locally sourced, reliable, and value-driven, adding sustainable components to your business strategy can provide yet another way to win them over.

According to Nielsen research, many consumers are becoming less picky about the name behind the products and services that have the sustainable attributes they’re looking for - which could potentially open the door for lesser known, non-name brands and small businesses. Almost half (46%) of surveyed global consumers said they would be willing to forgo a brand name in order to buy from environmentally friendly companies.

While safety and function were among the most important factors for those surveyed, respondents said they were more willing to pay more for products that are organic (41%), made with sustainable materials (38%) or deliver on socially responsible claims (30%) .

4. Deepen your Mission and Increase Value

In a recent global online survey by Nielsen, 81% of respondents feel strongly that companies should help improve the environment. While this sentiment is shared across gender lines and generations, younger audiences are leading the pack, with older audiences not too far behind. Why is it important to know that younger generations are adamant about sustainability? Since today’s younger audiences (like Gen Z and Millennials) are approaching their peak earning years, ensuring their trust today can help ensure tomorrow’s profit.

IBM’s recent research on consumer behavior found that nearly 8 in 10 respondents indicated that sustainability is important for them, and 81% of respondents worldwide belonged to one of two shopper segments: Value-driven consumers (41%) who want good value, and Purpose-driven consumers (40%) who seek products and services aligned with their values .

Evidently, a company’s values and the overall value it provides are non-negotiable for today’s consumers. While your business doesn’t necessarily need to be on the cutting edge of environmental activism, implementing sustainable practices, policies, and community values at a basic level is becoming a “must have” instead of just a “nice to have. ”

5. Anticipate Current and Future Trends

Did you know that the global population is expected to grow to 8.5 billion by 2030? Given this growth, it will continue to be critical for companies to keep their green business practices in check for both the planet’s health and to meet consumer expectations. Across generations, the general public is feeling anxious about the state of the planet and its impact on their health. These growing audiences are increasingly focused on choosing to put their money towards businesses whose values are in line with their own.

Projected trends predict that in the near future, more businesses will proactively seek large-scale behavior change to make their business more sustainable, since consumers play one of the largest roles in driving sustainable consumption. Why wait to get started?

Takeaway

As the population continues to grow and consumer concerns are fueled by recent events, a business’ safety, sustainability, and values are crucial to building trust and gaining loyal customers within their community.

You don’t need to take drastic steps - by making simple green swaps and finding creative ways to show you care, your business can ensure it remains sustainable environmentally and from a long-term business perspective.

Interested in how you can improve your business messaging and build trust among consumers in your community? Feel free to contact us or find a location near you to find out more.

7 Small Business Strengths to Use to your Advantage

Wed, 15 Apr 2020 17:23:51 GMT

With everything going on at the moment, it can be easy to feel anxious as a small business owner. However, the very things that may make you feel worried about your business, such as its smaller scale and local focus - are actually components that can be used to your advantage. Read below to find out more.

1. Community-backed Credibility

When times are tough, consumers feel better about backing up their local businesses. For instance, rather than buying a meal from a large chain restaurant, consumers may be more inclined to order in from their favorite local mom and pop shop. This can apply across industries too, which is evident from the recent surge of #SupportLocal and #ShopLocal hashtags across social media that are urging people to support their local businesses when possible.

2. Agility

Yes, local businesses tend to run smaller operations than the big guys, but is that really such a bad thing? Considering that there are less hoops to jump through to approve new policies, products, or services, small businesses are perfectly positioned to make quick changes to optimize their business strategy. Need to move your services online? As a small business, this is a much faster process. Need feedback about how your business is perceived? Get information straight from the source by speaking with your local customers directly.

Being a small business owner isn’t easy - but it does allow for being quick on your feet in order to adapt to necessary time-sensitive changes.

3. Purpose-driven

While businesses large and small have mission statements and an overall “purpose,” consumers are much more likely to believe your small business’ purpose when compared to larger businesses that are far removed from their everyday lives. Remember why you created your business in the first place - which local consumer needs did you foresee and plan for? Which services do you offer that make your business different from the rest?

As a local business, your uniqueness is your driving force that sets you apart. Hone in on your purpose and messaging for your community to know you mean business- and to know why they should choose your products or services above your competitors.

4. Human-element

Small businesses have the advantage of being able to interact with consumers more directly. Let’s be honest, it’s much easier for potential customers to feel connected and comfortable interacting with your business since it’s right down the road, as opposed to one that’s hundreds or even thousands of miles away. Play up your business’ human appeal and find ways to ease current consumer concerns that are likely to continue into the future.

Wouldn’t you want to know how the place you’re spending your money at is staying safe and sanitized, offering new options or services to account for staying at home, or offering incentives in the short term to adjust to consumer spending habits and help the community?

5. Personal Customer Service

In troubling times, a sense of familiarity and personal customer service support is one of the biggest strengths local businesses can draw upon. Local customer service is often sought out for being able to offer customized advice and service, being conveniently located, and having a family-friendly feel. Now more than ever, this is exactly what consumers are looking for as they face new fears and challenges around where their favorite products and services are sourced, and as they seek one-on-one help for the new questions they are now confronted with.

6. Niche Focus

While large nationwide and global companies tend to be broad in their offerings to appeal to people across the country and globe, local businesses are the experts in honing in their services around particular niches. With consumer demand for personalization and superior customer service, the deep knowledge small businesses have to offer is one of their major advantages.

From local legal firms in diverse areas who specialize in immigration, to auto dealerships located in suburban areas who specialize in selling mid-size vehicles to young families, the opportunities small businesses can leverage tend to be perfectly suited to the needs of their own communities. By tapping into these qualities, small businesses can reach their local audiences and provide solutions to match exactly what they’re looking for.

7. Local Appeal

Who hasn’t enjoyed the feeling of buying an item or service that highlights “made locally” or “made in the USA” messaging? At this moment in history, everyone is facing new circumstances and challenges together, and they’re much more likely to do their part to support one another. While most people are stuck at home, they’re likely not venturing too far out either - making it the perfect opportunity to reach them as a local business.

Takeaway

It’s no secret that many small businesses are beloved among their communities and loyal customers. We hope the above list can provide you with some valuable insights as to how your local business can play up its best qualities, no matter the circumstances.

Questions or concerns about how to promote your small business in uncertain times? Feel free to reach out at info@entravisionlocalmarketingsolutions.com or find a location near you today.

5 Lessons Small Businesses Can Learn from Cesar Chavez’s Legacy

Tue, 31 Mar 2020 19:45:05 GMT

While Cesar Chavez got his start as an everyday farmworker, he accomplished extraordinary feats in the Latino community by championing togetherness and equality for farmworkers who were the underdogs in agriculture. Today, March 31st, is Cesar Chavez day. We’re celebrating by taking a look at how his lessons can be applied to today’s businesses in times of need - especially for the underdogs.

1. Sí se puede (Yes we can)

The famous “sí se puede” slogan was used throughout farmworker union campaigns to remind workers that despite opposition, they could accomplish their goals. This forward-thinking attitude, along with taking steps to make their group’s mission known, was key throughout the Farm Workers Movement.

Businesses of all kinds, and especially small businesses, can benefit from this dynamic mindset. Instead of focusing on what local businesses feel they can’t do, now is a good time to realize what they can do, and even how they may have advantages thanks to their relatively small size (yes, you read that correctly!). For instance, smaller operations have the ability to respond faster and target local consumers at crucial points sooner than bigger corporations can, and they're positioned to win consumer loyalty as a result. Additionally, large global brands are less attractive to consumers than they used to be — and less than 28% of global consumers say they feel influenced to try or switch brands based on how big or well known they are. This gives today’s local brands and businesses opportunities to grow and ensure future customer loyalty through the actions they’re able to take in the present moment.

In a time when the mention of anything “global” strikes fear and concern into consumers, the appeal of local products and services can be especially enticing, making local brands and businesses perfectly positioned to alleviate consumer concerns around sourcing and delivery. Because local businesses often have the ability to provide transparent supply chain visibility and can focus on personalized distribution for customers, consumer trust for local products and services could very well reach an all-time high.

That being said, the phrase “sí se puede” serves as a reminder to keep going and adapt - no matter what obstacles are thrown in the way. In fact, it can also serve as a reminder that despite hardships, silver linings could be just around the corner if the work is being done on the back-end to ensure success.

2. Togetherness is Vital

Chavez first got involved in civil and labor rights as a community organizer. This meant that he was in charge of bringing members of the community together in order to voice their concerns to find solutions for achieving their objective of safer working conditions. His work within the community serves as a reminder that obstacles can be daunting when faced alone, but much more bearable when faced as a group where members look out for one another.

While local businesses may feel microscopic compared to large conglomerates, a number of major platforms have implemented programs to assist community businesses during this time. For instance, Facebook , Yelp , Google , and plenty of other well-known companies and government agencies have rolled out resources, funding, and support to back local business during this time.

While these resources may not be an end all be all for small businesses, they provide assistance and reassurance in knowing that they’re a part of the conversation and aren’t being left behind.

3. Support the Underdog

Growing up in a family of migrant workers, Cesar Chavez knew the ins and outs of being an underdog and having to put himself and his movement’s message out there to achieve the group’s collective goals. As a result, he was a strong believer in amplifying the voices of those whose rights were ignored or overlooked.

Although some people may not realize it, local businesses are the heart of communities, and during this time, it’s vital that businesses not only look out for each other, but that community members can look out for them too.

While Chavez’s work is inspiring, consumers don’t have to perform gestures as grand as his to make a difference in their communities. If anything,consumers who choose to purchase a local product or service are partaking in a small act with major implications for the business they’re supporting. Think of it this way - if there’s a beloved local business that consumers would be heartbroken to see go, they may feel compelled to do their part now to keep them in business. A little really can go a long way.

4. Change can be Difficult - but it can be Overcome

The world may seem to have come to a screeching halt, and it might feel easier (or even tempting) to give up. That’s understandable! It’s okay to take a moment to be upset and frustrated. Nothing good ever comes from staying upset - but good things can happen from getting up and getting things done to find the right solutions.

When it comes to local businesses, they may feel compelled to close down, cancel all of their advertising campaigns, and do whatever they can to keep costs low or non-existent. Taking precautions is necessary, but giving up can be detrimental. A popular adage in advertising states, “When times are good you should advertise. When times are bad you must advertise.” While advertising during economic slowdowns may seem counterintuitive, it serves several strategic purposes. For example, “noise levels” can drop when competitors drop their marketing and advertising spend, giving remaining businesses a greater share of voice and visibility.

For the businesses who entirely cut back on their advertising spending , their brand can quickly lose its “share of mind” with consumers, which can result in losing current and future sales. A greater share of voice often leads to an increase in “share of market.” Consequently, this can lead to an increase in market share results and an overall increase in profits. Just because it’s easy to give up, does not mean it’s best to - and the research is there to prove it.

5. Lead with Strategy - and Empathy

Cesar Chavez’s movement was all about ensuring workers were treated fairly and with proper care, no matter their rank. Current events have brought similar discussions of equality to the forefront, with businesses large and small focused on their strategies around tackling the issue. With businesses closing or limiting their hours and capacity, they must also decide how they will handle their employee policies around their hours and resources.

For instance, many employees must still go into work despite current health and safety concerns . It’s important that businesses with employees who are able to work from home can do so safely. Providing employees with the resources they need to be able to work from home efficiently is essential, and if they are unable to work from home as an essential employee, access to a safe environment that follows health policies for businesses is vital. This not only ensures that employees and the public deem a business to be safe and reliable now, but it also plays a role in how the business will be seen in the future for how they could handle difficult situations and provide support.

In the face of uncertainty, the worst thing local businesses can do is abandon strategic planning and empathy, and for this reason, we could all learn a thing or two from Cesar Chavez and his movement. Taking a strategic approach and staying strong, resilient, and focused is key to getting your business through difficult times - even if you’re the underdog.

Small Business Resources

Thu, 26 Mar 2020 17:20:08 GMT

Times may be unprecedented, but that doesn’t mean that you need to go without access to resources that can help your business. Check out the following tips and information for ways to keep your customers, employees, and community up to date despite any uncertainty you may be facing.

Communication is Key

It’s crucial to let customers know if your business hours have changed - a quick way to make this information accessible is to edit your Business Profile on Google . If you have a website and/or social media for your business, make sure to post any important updates. While you’re at it, you can also use Posts on your Google Business Profile to communicate information directly. Sending customers special offers or updates on your inventory is a great way to let them know you care about keeping them in the loop.

It can also be helpful to set up an email auto-reply to respond to frequently asked questions. Despite any changes to your hours or overall operations, it’s vital that you continue to communicate with your employees. Some simple ways to get started are to keep contact information for employees, vendors, and clients online to allow accessibility from any device. Making a business continuity plan is a great way to share updated information with employees via email - and they can have access outside of the workplace if they need it.

If your business has more than one location, giving local managers directions to assume authority and carry out appropriate actions based on their particular location is a helpful step to ensure operations run smoothly.

Optimize to Work Remotely

If you’re able to, make sure you have the appropriate materials to work from home, such as having the right tech equipment, internet access, and information available remotely. While you may not be able to meet in person, you can still collaborate using shared documents , conference calls , or create email lists and chat rooms .

No matter where you are, you can still access important documents by uploading them to the Cloud through Google Drive or by downloading them to your mobile phone or computer to access online.

Modify your Advertising (if necessary)

Stay on top of your ads by editing your ads as necessary to let customers know about any updated hour or policy changes, or to inform them about useful services like online shopping or delivery options.

Make sure to pause any campaigns if product inventory is running low due to demand or shipping issues. If your business relies on patronage from global customers in areas most negatively impacted by the COVID-19 outbreak, consider shifting portions of your ad budget to other locations .

For more information about business best practices during the coronavirus outbreak, please refer to the Center for Disease Control’s guidance for businesses . You can also visit our blog , LinkedIn page, and Facebook page for more tips on navigating the current local business landscape. Stay informed, and stay safe!

Reference: Google for Small Business

How Digital is Transforming Markets

Wed, 25 Mar 2020 18:22:34 GMT

Digital technology ranging from your favorite app to shop on to the way businesses interact with customers on social media is the new normal, although it would’ve been seen as cutting edge less than 10 years ago. This is a classic example of digital transformation, or the process of digital technology adapting and transforming along with consumers, their needs, and their values. Learn some helpful tips to get started on or enhance your digital transformation journey by reading below.

What Exactly is Digital Transformation?

Digital transformation is the integration of new digital technology into all areas of a business, ranging from how a business operates internally to how it delivers value for consumers. Emerging technology also plays a role in cultural shifts, which often requires organizations to test out new mediums to not only stay ahead of the curve, but to stay relevant in the face of competition and changing trends. This might mean leaving behind preexisting or outdated processes altogether or simply incorporating newer digital methods alongside previously existing strategies. Digital transformation also goes hand in hand with consumer values and interests. For example, as the U.S. population has become more diverse and focused on social issues in recent years, a boom in diverse and inclusive ads from brands incorporating digital have been proven to be effective since they not only combine tech that make the user’s life easier, but they also tell nuanced stories about integral groups that make up their audiences.

Why Should You Care?

Forecasts from IDC predict that worldwide spending on new technologies and services for digital transformation will reach $1.97 trillion in 2022, per the (IDC) Worldwide Semiannual Digital Transformation Spending Guide. Aside from these numbers alone, digital transformation plays a role in the way consumers perceive businesses and the user experience involved in their path to purchase.

For instance, retail specifically is rapidly growing in terms of the industry’s adoption of new technology. Whether it’s through collecting customer data through analytics, implementing digital online stores, or communicating extensively with audiences via social media networks, retailers are focusing on what’s up and coming - because today’s consumers expect nothing but the best. By satisfying the needs and wants of potential consumers, businesses are able to retain customers and gain new ones. Efforts to save time and make the experience as seamless as possible include e-commerce options, shopping apps, improved and straightforward supply chain processes, etc.

How are Brands Embracing Digital Transformation?

Check out the case studies below to see prime examples of how brands are leveraging digital transformation and innovation to appeal to consumer preferences while bolstering their businesses.

Domino’s Pizza recently set out to create an innovative digital campaign to identify tensions in customers, culture, and category/brand, and discovered the following insights:

1) Cultural: “We live in a deeply divided and partisan country.”

2) Consumer: “I’m tired of there being so much hatred in America.”

3) Category/Brand: “There are so many options for pizza.”

Given these insights, Domino's debuted their Points for Pies campaign, which invited customers to upload photos of pizza to the Domino’s app - to celebrate “all types of pizza.” Customers could get 10 points for uploading a photo, and could redeem 60 points for a free pizza. For this to work, artificial intelligence aptly named the “pie-dentifier” was implemented to establish the presence of a pizza in real time, which took six months to build. The hard work paid off, and the campaign was a hit - app downloads went up dramatically, loyalty enrollments increased, and social sentiment improved for the brand. It generated more than a billion media impressions, most of which were generated within weeks of the campaign launching. Domino’s innovative strategy goes to show that combining tried-and-true savings incentives with the current day appeal of user-friendly technology goes a long way in winning over consumers.

Another example is the online clothing subscription service Stitch Fix , which has leveraged comprehensive data to grow their business in recent years and provide “personal styling for everybody.” The premise of the brand is simple - customers take style surveys and provide continued feedback of their preferences to receive curated style boxes each month. The results have been impressive with a reported $1.2 billion in sales and $45 million in earnings in 2018. So what makes them so successful? While there is a degree of prediction involved in curating the boxes, it’s backed by the power of data analytics down to every detail to drive the business in its entirety.

Stitch Fix has evolved with digital tech innovations while also keeping current customer preferences in mind and catering to all clothing audiences with a large range of sizes for men, women, and children. While many of today’s consumers still enjoy shopping in person, the company is able to provide a sense of the in-store styling experience from the comfort of their digital devices. Although data privacy and collection have been hotly debated topics, in Stitch Fix’s case, consumers are willing to offer data and feedback since it works in their favor by allowing them to receive personalized products suited to their style preferences. Ultimately, by leveraging digital, Stitch Fix has amassed a loyal customer base built off of convenience and customization.

In addition to being a huge year for focusing on customer experience, 2019 was crucial for brands who recognized the personal values of their consumers. For instance, in March of 2019, Shell released “The Great Travel Hack” campaign to align with consumer interests and concerns around sustainability - especially regarding natural resources like oil. With 52% of consumers seeing brands as being responsible for the environment, Shell created a content series in five-parts with an aim to target eco-conscious consumers around the message of considering the way they travel to align with a lower carbon footprint future.

Shell opened the discussion to focus on how it’s creating the best of both worlds to make energy cleaner while also creating greater amounts of energy in the process. With a younger eco-conscious audience in mind, the campaign’s creative played into their interests of adventure and traveling coupled with their concerns for the planet’s future. By reaching them on their preferred digital platforms and tapping into eco-conscious consumer insights, the campaign was a success and launched a second season of the online content series as a result.

What about local businesses? Look no further, we’ve got you covered.

How Can Local Business Implement Digital Transformation to Drive Growth?

While local businesses most likely don’t have millions to spend on massive flashy campaigns, businesses big and small are wise to make the path to purchase as user friendly as possible and keep inclusive values in mind to maximize their prospective clients.

You may be relieved to know that although online shopping methods have without a doubt made waves, traditional storefronts aren’t going away - if they stay up to date and tap into the latest search tools, that is. According to a Think with Google study , mobile searches for “near me” have tripled in the last two years, and up to 80% of shoppers said they would shop in store if they have an item they want immediately. This is where multichannel strategies are especially handy. Across verticals, retail businesses that focus on hyperlocal search and strategy have seen click-through rate increases of 28% and store-visit rates increases of 57%.9 within one mile of their store.

This is just one example of how innovative digital solutions can complement traditional businesses and business models to drive store visits, potential leads, and overall growth.

What do Consumers Want?

Aside from their values and passion points, when it comes down to it, consumers want a seamless user experience and they also want value for their dollars spent. The online customer experience is so important to consumers that 72% of internet users worldwide said a disconnected experience would make them change service providers or brands. This is why knowing the stats behind their advertising preferences can make a world of a difference. It’s not as mysterious as people may think though, and considering that everyone is a consumer in one way or another, you’ll probably find that many of these preferences mirror your own.

For instance, a whopping 73% of consumers dislike pop-up ads (unsurprisingly). People dislike them so much that up to 81% have closed or exited a site after seeing them. Given this insight, it’s important to keep an eye out for pop-ups to avoid going overboard and driving potential clients away. Let’s also not forget that most of us can’t resist a good deal - which is why 72% of consumers want brands to share their sales promotions and discounts via social media.The message is clear - give the people what they want. Deals promoted across the social media sites and digital platforms that they’re already glued to daily can provide just that.

Utilizing new digital innovations is vital to maintaining and growing a robust business, but keep in mind that some tried and true methods are still dependable - especially when they’re backed by the power of new technology to provide valuable insights. For instance, email remains a popular source of information. Whether it’s for business or personal use, many people check their email frequently throughout the day, making it a great place to reach potential customers. 86% of consumers said they would like to receive promotional emails “at least monthly,” but keep in mind that emailing too frequently can be off-putting. Using the power of analytics to determine the behaviors of your email audience and their habits can help track your business’ progress to see how you’re doing - and help you optimize for success.

These are just a few examples of how businesses can learn from consumer insights and adapt with digital to maximize their marketing potential, but the message is consistent no matter what. Balance and catering to consumer preferences is key.

Takeaway

Digital transformation doesn’t have to be seen as a threat to your business and its services. In fact, when used in accordance with consumer values and preferences, it can result in game-changing growth for your company.

Contact one of our digital experts to learn more.

Top 5 Local Business Tips during COVID-19

Mon, 16 Mar 2020 21:15:18 GMT

While steps are being implemented in response to the COVID-19 pandemic both on national and local levels throughout the US, times may feel especially uncertain for local businesses. Fortunately, there are several steps businesses can take in order to navigate the current landscape.

1. Keep Consumers in the Loop

Although many people are practicing self-distancing, you can build trust and assure your customers during this time by letting them know about any changes to regular business hours or policies.

For example, some cities are allowing businesses such as restaurants to remain open, but are limited to take-out only options as opposed to dining in. If you need to halt your services, gently inform customers via your email lists, newsletters, or other preferred communication methods.

2. Take Preventive Measures - for yourself AND your Business

This novel pandemic brings with it several necessary preventive actions. By thinking ahead, you can plan on how you’ll be updating your upcoming business goals to help you prepare for the time following this potentially slow period. If you have more time on your hands than usual, use it to educate yourself on the strategies you can use moving forward or formulate back-up plans to any current plans that may be affected. Knowledge is power!

It doesn’t hurt to wash your hands properly and stay home if you’re feeling sick too.

3. Embrace Digital Capabilities

While gatherings are being cancelled and/or frowned upon, embrace the connective capabilities that digital has to offer. Was your business planning on hosting a conference or information session that got cancelled? Look into hosting a webinar version in the interim instead.

Want to update your consumers on how your business is responding to everything going on? Stay active on your business’ social media and make posts letting them know, or send email updates. Worrying about how to get your product or services out? Check your local regulations and see if you can switch to online services or deliveries.

Digital isn’t just beneficial for reaching your consumers - it can help you stay in touch with your employees too . With several major tech companies offering their digital meet-up tools for free during this time, you can encourage employees to call in and work from home if they can.

4. Eliminate Panic as much as Possible

It can be easy to get freaked out by everything going on. Keeping a level head will help you make rational business decisions - there’s no need to confuse your customers by suddenly switching everything up right now without good reason.

If your local consumers see that your business is responding in a helpful and rational way, it can help ease some of their concerns by providing a sense of normalcy. As the old adage goes: Keep calm and carry on.

5. Stay United - not Divided

Now more than ever is the perfect time to be a uniting force within your community. Encouraging consumers to purchase locally if they’re able to and being active in your community (even if that means being active from a safe distance) can position your business for success in the aftermath of current events.

Consumers are people too - and they’ll remember any reassuring gestures that your business could provide them with.

*This article references recommendations made by the Centers for Disease Control and Prevention (CDC). For more information, please visit CDC.gov .

How to Use Hispanic Digital Marketing to Grow your Business

Mon, 16 Mar 2020 17:13:08 GMT

You may have heard of multicultural marketing, or marketing that appeals to a particular culture or identity rather than the general market. With growing multicultural audiences across the US, this form of marketing is no longer just optional - it’s necessary (if you’re looking to grow your business, that is). Read on below to find out more about using in-culture advertising the right way to boost both your sales and business image among your local Hispanic audience.

1. Communicate effectively - Culture Matters, Language Matters

Marketing to a Hispanic audience in Spanish might seem like a natural solution. The truth is, it’s more complicated than that. For instance, while it’s true that some Hispanics are Spanish-dominant and prefer advertisements in Spanish, a large percentage of the Spanish-speaking population is either bilingual or English dominant.

Bilingual ads are growing in popularity, and according to a study from eMarketer , 65% of Spanish-dominant Hispanics said they find bilingual ads appealing, as did 76% of bilingual and 55% of English-oriented Hispanics.

Advertising in-culture definitely has it perks when appropriate, and it can pay off big time in terms of customer loyalty. According to Simmons Research, 50% of Spanish-dominant and 24% of English-dominant Hispanics expressed that they were “much more loyal toward companies that show appreciation for our culture by advertising in Spanish.”

2. Grow your Audience by Keeping it Personal

It’s not enough to throw some Spanglish in your ad and call it a day. Consumers can see through obvious attempts at businesses trying to understand them, which means that the content in your advertisements needs to be culturally relevant and authentic. From an outsider’s perspective, this can be tricky to do.

Today’s audiences have seen it all - and they can see right through overt marketing ploys. Customers place a lot of value in feeling understood by the brands and services that they choose to use, so much so that 84% of them think that being treated like a person, not a number, is crucial in electing which brand or service to buy. Let’s face it, the last thing anyone wants is to be reduced to a number or stereotype. A good way to go about making customers feel like they aren’t just another number is to make the customer service experience as personal as possible.

As a local business, it’s vital that you get to know your customers on an individual level to build rapport and maintain a loyal customer base that keeps coming back - and this often begins online when people are looking for your services.

This is why it is crucial to have a specialized team who can understand and translate the value of your business across key platforms.

3. Build Trust and Boost Your Business Image

Not only can inclusive marketing help you reel in more customers, but it also has the added benefit of increasing your business’ favorability and overall image.

So, what’s really in it for you? A lot, actually. A recent Ad Age article reports that in the last two years, the stock price of brands that featured the most diversity in their advertising did 69% better than that brands that featured the least. The article also cites that these same diversity-friendly brands received BrandIndex consumer preference scores that were 83% percent higher than their counterparts.

What does consumer preference boil down to though? Ultimately - trust. Adding a multicultural component to your digital advertising strategy is a great way to build trust and an overall “purpose” for your brand or business. Now more than ever, purpose matters. For instance, more than 80% of US consumers said they are more likely to trust and be loyal to brands that are mission-driven. In other words, how does your business go beyond simply selling a service or product?

Building trust starts with thinking about the human-elements of your business. Does your business take pride in its outstanding customer service? What about it makes it outstanding? Do you participate in any meaningful community events or fundraisers? If so, make sure to highlight these qualities that set you apart to offer a genuine connection with your potential customers.

To take things a step further, find ways for your audience to engage with your community outreach as well. The more familiar you are with your community, the more familiar they’ll be with you. Building trust won’t happen overnight, but once it’s built, it goes a long way.

4. Engage with your Community

Speaking of customers … they can provide you with essential insights to understand how your company can improve for the better. If you haven’t already, make sure to regularly check up on and respond to your Yelp and Google Business reviews for feedback to find out what is (and isn’t) appreciated by your client-base, especially if you notice recurring trends.

Still hesitant about the role reviews play? Well, it definitely helps to pay attention to them, seeing as statistics indicate that 72% of customers won’t take action until they read reviews, and more than half of consumers won’t choose to buy a product or service if a business has less than a 4-star rating online . This goes for word of mouth too. You wouldn’t feel inclined to use a business your friend or family member spoke badly about, just as you’d be more likely to use one that they spoke highly of.

Once you find out what your customers value and find important, you can tailor your marketing plans to best serve them and their needs - just make sure you’re still being authentic to your brand and not coming across too gimmicky in the process.

Long story short - it’s one thing to know what your business does, but what does it stand for and represent? You don’t necessarily need to be changing the world, but you do need to have a clear idea of the role your business plays in your community.

5. Reach a Rapidly Growing Hispanic Audience

Although multicultural consumers made up 40% percent of the total US population in 2019, multicultural media investments only comprised 5.2% of total advertising and marketing revenues. With multicultural audiences making up almost half of the population, this leaves room to tap into a massive audience that would otherwise be left behind.

Hispanics made up a huge portion of multicultural audiences, so much so that they were the largest of three multicultural demographic categories in 2018. In total, Hispanic marketing expenditures rose 5.3% to $17.94 billion in spending ($905M realized revenues).

The secret is out, and people are quickly catching on. Advertising spending aimed at multicultural audiences is projected to go up 6.3% to $28.7 billion (that’s a lot of zeros!) in 2020.

(Source: ANA )

The Bottom Line

Advertising in-culture for Hispanic markets can make a huge difference for your local business - but isn’t as simple as just advertising in Spanish. Given the differing levels of acculturation and assimilation, advertisements should be tailored to the varying degrees of English, Spanish, and bilingual preferences of U.S. Hispanics and the nuances of your local community, along with the wide range of ethnic ties that your audience may have to their culture. Of course, this will also depend on your overall digital marketing campaign and target audiences.

If you’re curious to learn more about how to appeal to your local Latino audiences, make sure to contact us about the digital marketing services we provide. We’d love to help make your Hispanic marketing integrations run as smoothly as possible.

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