Posts Tagged ‘Multicultural marketing’

Women and Online Purchasing Power

April 1st, 2013

Lately, there has been a lot of buzz surrounding Yahoo! CEO Marissa Mayer and Facebook’s COO Sheryl Sandberg as both are women in high-powered roles. Perhaps, some of the debate had something to do with last March being Women’s History Month or rather their prowess as leaders have put them in the limelight. Nevertheless, this debate has motivated me to take a look into current online trends among women as a whole.

What is the effect of women in social technology?

According to a recent study by Pew, 71 percent of women are users of social networking sites, compared with 62 percent of men, for which a similar trend was observed with regard to mobile use. Furthermore, women are more social than men when it comes to engaging with brands, buying products that they have seen ads for and making recommendations online. An interesting statistic also shows that women are leading in the online space commonly known to be dominated by men:

  • 47.2 % of Major League Soccer fans are women
  • 46.5% of MLB fans are women
  • 43.2% of NFL fans are women
  • 37% of NBA fans are women
  • Women spent 80% of all sport apparel dollars and controlled 60% of all money spent on men’s clothing.

The graphic below also shows that Hispanics, the fastest growing minority ethnic group in the U.S. over-indexes in social media use.

Pew Internet Project’s research related to social networking

Pew Internet Project’s research related to social networking

 

The Online – Social Butterfly

Women not only represent the majority of the online market,but also 85 percent of purchasing in the U.S. They are worth more than $5 trillion in consumer spending power, and are increasingly taking on leadership roles and leveraging their decision-making power as digital influencers more than ever before.

Women use social media to build strong online connections, especially with bloggers. Together, they push brands to develop strategic marketing campaigns that are tailored to the female audience. Surveys have shown that women are more likely to purchase brands they follow, and use social media to engage with brands, find promotions and keep informed about new products and trends.

The Women of Social Media Report – Study by +Weber Shandwick Digital and KRC Research highlights

The Women of Social Media Report – Study by +Weber Shandwick Digital and KRC Research highlights

 

Brands That Appeal to Women

Some brands and organizations are embracing the influence that women have online and their potential to create a social movement.  For instance, the National Institutes of Health launched a Facebook campaign to educate and encourage women to protect their heart health, as well as influence others to do the same. Degree is also leveraging the active women on its Facebook page and inspiring them “to move” and share their experiences.

As a bilingual Latina who speaks mostly English both at work and socially, I still feel more of an affinity with brands that have developed a sensitive, well planned Spanish space. As a good example, P&G’s Orgullosa has a fresh approach of today’s Latina life, interests and passions, which I relate to more than the English P&G marketing strategy.

Dial soap has recently launched a Facebook page in Spanish that features promotions, giveaways and images that evoke the relation between women’s and mother-child ties: What’s your first memory of Dial? Is it mom washing your hands after playing outside? Or Washing your little one’s hands?” When it comes to choosing a product or becoming a loyal follower of a brand, I tend to support those companies that have made an effort to develop an emotional connection with my culture, traditions and values.

Top: Henkel/ Dial soap’s Facebook page in Spanish for Dial. Bottom: The National Institutes of Health’s campaign for women.

Top: Henkel/ Dial Soap’s Facebook page in Spanish. Bottom: The National Institutes of Health’s campaign for women.

 

Some Thoughts…

As women continue to influence online and offline purchases, brands should develop meaningful strategies to create online communities where women can communicate openly and engage in conversations about these social sensibilities. It is evident that digital communication has forced brands to target women outside of the box—creating campaigns with substance that deliver on more than just a pretty image. The quest for brand loyalty and online influencers is fair game in today’s digital world, and everyone from small business to large corporations needs to get in on the action.

Do you have a page or campaign designed for women that you would like to share with us? Let us know in the comments section below.

 

Why Does The Latina Shopper Matter?

January 11th, 2013

Who is the Latina Shopper?

As access to technology and the convenience of online consumerism changes the way we shop, it’s impossible to ignore the role Latinos play in setting trends and styles. From the clothing we wear to home goods, to the music we listen to, Latinos have a hand in it all. To kick off the New Year, we thought it fitting to highlight the role that Latinas (las mujeres) play in the retail industry.

Adrian Carrasquillo from NBC Latino wrote an interesting article about how Latinas are changing the face of America, and how multicultural marketing is influencing our every day purchases, decision-making, and trends—though many overlook the effect of Latinos. For the current general market, the Latina woman represents beauty, style and sensuality, but at the same time is a pillar of family values and a champion for her Hispanic heritage.

Zoe Saldana for Lens Crafters Ad Campaign

Zoe Saldana for Lens Crafters Ad Campaign

 

Brands that truly understand the buying power of both Latina shoppers and acculturated Hispanics are the ones that have succeeded in making an emotional connection with the demographic. (Keep in mind the constant evolution of the statistical projection of this group):

  • 66 percent of Latinas own a smartphone. 39% use their mobile devices for online shopping.1
  • 60 percent of Latinas consult mobile apps before going shopping. 2
  • 80 percent of the time Latinas are the key decision-makers and influencers in a household. 3
  • $1.4 trillion is the estimated buying power of Latina women for 2013.3

 

Latin Flair and Style

Latinas are increasingly shopping online—looking for trends and deals—and frequently sharing findings with family and friends on social networks like Facebook, Pinterest or Twitter. The Latina shopper is someone who loves to socialize. The median age of the  Latina shopper is approximately 10 years younger than non-Hispanic white females in the U.S., which affects purchasing habits and product preferences in the areas of technology, music, beauty, and fashion. The female Hispanic shopper is passionate and “identifies herself with the brands that are trendy, feminine, sexy and fun,” reveals a Latina Insights survey. 

A recent study published by Hispanic Retail 360 that was conducted by various top marketers, including PepsiCo, Sara Lee, and VISA exposes the various categories of Latina shoppers listed below:

  • “Las Digitalistas” (31%): Latinas who shop online, use the Internet as a valuable reference resource. This segment tends to be bilingual.
  • “Las Exploradoras” (27%): These Latinas love the entire experience of shopping, they are willing to try new products, tend to visit a variety of stores, and are Spanish dominant.
  • “Las Pragmáticas” (23%): Latinas who are practical, shopping only for what they need and the best value.
  • “Las Fre$itas” (20%): Latinas who are young and affluent, and love to impulse shop. They prefer American stores and tend to be bilingual.

 

Targeting Latinas: Which language works best?

 Latinos are the youngest ethnic group in America and are rapidly embracing digital media for shopping and entertainment. To that end, 60% of Latinos turn to the Internet to make purchases and, according to a survey conduced by Hispanidad, a division of Heinrich Marketing, 38% of Hispanics find English language ads less effective than Spanish ads, thus preferring Spanish-language media to English. 4 When it comes to television, for instance, Univision remains on top as the fifth-ranking network in the United States, behind ABC, NBC, CBS, and Fox. 5 What does this mean for brands and to the Latina consumer? It means that language matters and hence considering culturally relevant Spanish-language content is paramount when reaching Hispanics. For consumer brands, the message should not only be culturally sensitive but also take into account the targeted groups’ native tongue to make a positive impact.

Major retailers such as Macy’s, Kohl’s, Kmart, Wal-Mart and Target have begun implementing culturally relevant campaigns. In 2012, Macy’s put forth an updated image of the Latina shopper more in tune with the Millennial market’s shopping behavior and style. The strategy serves to show that, with this robust approach, Macy’s captures more Hispanic fashion-conscious consumers than any other traditional department store.

Macy’s celebrating Hispanic Heritage Month 2012

Macy’s celebrating Hispanic Heritage Month 2012

 

Hispanic Millennial Shopper

Being a Millennial is a matter of attitude. When marketers and advertisers once targeted Baby Boomers, they are now turning their attention to Millennials—people between the ages of 18-34—as the next consumer boom. Hispanic Millennials are doubly important because not only are they the fastest growing demographic in the U.S. but they are also tech-savvy consumers. This makes them a venerable target for many brands asthey tend to over-index in apparel, fragrance and cosmetics purchases. 6

What is most surprising about Hispanic Millennials is that the group’s cultural connection outweighs their level of acculturation. These young, U.S-born Hispanics still strive to stay connected to their culture despite an American upbringing. As seen from the graph below, this is most prominent among those Latinos 25-34 of age of which 65% hold a medium or high cultural connection to their Latin roots.  The Hispanic Millennial shopper is very often bilingual and an active user of new media.  She represents  a large portion of the spending growth in the U.S. (and more than 70% of U.S. millennial population growth in the latest Census). For this particular group, their connection and identity as Latinas is very important, and thus influences their decision-making and lifestyle choices.

Cultural Connection: Millennials. Ad Age – Univision Study

Cultural Connection: Millennials. Ad Age – Univision Study

 

Conclusion

Marketers and advertisers have taken notice of Hispanics for some time now but as they turn their attention to Latinas—the decision-makers in the majority of Hispanic households—they should not underestimate the role that Spanish and a strong cultural connection plays in creating a campaign or developing a new product that will resonate with this group. Hispanic marketing deserves the same time, budget allocation, and needed resources as any traditional campaign.

 

References:

(1) Study: 66% of Latinas Own Smartphones & Other Fun Facts About Latina Shoppers

http://www.latina.com/lifestyle/news/study-66-latinas-own-smartphones-other-fun-facts-about-latina-shoppers

(2) Latina shoppers are the most savvy, says report

http://nbclatino.com/2012/06/06/latina-shoppers-are-the-most-savvy-says-report/

(3) The Power of the Mamás Latinas

http://www.edelmandigital.com/2012/02/09/power-of-mamas-latinas/

(4) Marketing to the Online Hispanic Consumer

http://www.practicalecommerce.com/articles/3765-Marketing-to-the-Online-Hispanic-Consumer

(5) Hispanic Marketing: A Critical Market Segment 

http://www.ad-mkt-review.com/public_html/docs/fs075.html

(6) Hispanic Retail 360 Hispanic Millennials

http://www.hispanicretail360.com/article-hispanic_millennials__the_next_consumer_boom-2370.html

Super Bowl XLVI Ads: Hispanics Are Talking

February 10th, 2012

With 111.3 million average viewers, and 114 million tuning in just for Madonna’s halftime performance, Super Bowl XLVI made its mark in Super Tazón (Spanish word for Super Bowl) history, breaking the previous viewing record. This has presented the largest audience for what the Super Tazón has become known for and what we all look forward to: the commercials. From Chevrolet to Doritos, many big brands came with their best this season, but a ringing topic is – Did ad makers forget to include minority viewers?

Using the online listening power tool Radian6, we researched a quantity of over 60,000 online mentions1 of brands that advertised during the Super Bowl to find which ones resonated most with Hispanics.  We analyzed conversations by Spanish dominant and bilingual Hispanics using sophisticated search method techniques, facilitated by the software.  By doing this we were able to capture not only the pure Spanish conversation, but also the English speaking Hispanics whom are increasingly important to brands in the US’s evolving American culture.

So lets dig into the numbers…

¿Tienes Hambre?  - Food Brands mentioned by Hispanics

Doritos led the food conversation among Hispanics during the Super Bowl. Most of the conversation took place on Twitter and the predominant language for this brand was Spanglish; “Doritos y dip no hay mejor combinación :-)” (Eng: Doritos and dip, there is no better combination). In comparison, powerhouse brand, M&M’s, only held 1.7% volume of conversation versus 97.7% for Doritos when compared head to head. Dannon’s Oikos Greek Yogurt commercial made a dent, but only garnered 0.6% of the total Hispanic conversation among the 3 food brands.

 

Hispanic mentions of 3 food brands: Doritos, M&M’s and Oikos (Radian6 graphic)

 

Which Beverages did Hispanics chat about?

Moving forward in our Super Bowl Ads analysis, beverage giants Coca-Cola and Pepsi equally dominated the conversation with 47.8% and 47.3% respectively. Here are a few verbatim from the high volume of posts for the two soft drinks: “¿Qué le dijo un refresco de cola a otro? I´m pepsi and I know it” (Eng: What did a cola soft drink tell to another? I´m pepsi and I know it) and,  “Me gusta el comercial de coca cola #podemosserhéroes” (Eng: I like the coca cola comercial #podemosserhéroes).

Trailing behind, beer giant Budweiser and Bud light represented the least amount of conversations with less than 5% combined, as our research showed that Hispanics were more prone to chat about soft drinks than beer.  The two dominant conversation forums among Hispanics were Youtube and Twitter as Facebook did not play a significant role when engaging fans into conversations.  This is not uncommon as Facebook users typically have private settings which would not be seen in our research.

hispanic-2012-superbowl-conversation-beverage

Left: Percent of Hispanic beverage conversations by brand. Right: Conversation Cloud for Coca-Cola & Pepsi (Radian6 graphics).

So how do you think the carro industry was perceived by Hispanics?

Based on our analysis, two brands fully commanded Hispanic attention around the Super Bowl Cadillac came out on top with 36% of the total car conversation versus Chevy’s 34%.  For a report of all Hispanic mentions of car brands see the link to the full report below.

Let’s review how all the Chevy ads performed. The Sonic took the top spot at nearly 31% of all mentions among Chevy’s 4 commercials.  However, we can say that all four Chevy models, Volt, Camaro, Silverado and Sonic, shared a relatively equal amount of the Hispanic conversation.

hispanic-2012-superbowl-conversation-cars

Left: Car industry conversations. Right: Chevy’s conversations by model (Radian6 graphics).

 

What about Latinas?

Let’s not take for granted the millions of female viewers. H&M presented “a muy caliente” commercial with David Beckham sporting his new underwear line, which had near 100% positive sentiment among Hispanic “chicas”: Que hombre chauuuuu OFFICIAL David Beckham Bodywear…(Eng: What a man byeeee OFFICIAL David Beckham Bodywear…

Surprised by these findings? Not me!

Also, let’s not forget the New York Giant’s Victor Cruz, who proves to be a favorite amongst Hispanics online, especially his end-zone salsa with the Latinas sharing comments of support.

hispanic-2012-superbowl-conversation-latinas

Left: Conversation Cloud for Victor Cruz. Right: Tweet mentions for Victor Cruz (Radian6 graphics).

Your Thoughts

I would love to hear your opinion about all the Super Bowl Ads. Do you believe that Hispanics and other minority groups were ignored?  What no one can ignore is the fact that Hispanics are not only very active online, but also very eager to share their views about these large brands.

Want the Full Report?

Due to size restrictions, we only put several of the highlights of the report on this blog.  If you would like the full complimentary report which includes all analysis in one PDF file please provide your name and email to “info (at) dkwebconsulting.com” and you will receive it by email.

1 Online mentions gathered from dates 2/3/2012 – 2/6/2012