Digital Marketing to Hispanic Consumers, and Millennials, in Retail
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Transcript of Digital Marketing to Hispanic Consumers, and Millennials, in Retail
Hispanic Retail 360 Summit
Presented by Carlos Gil
Question # 1
• What makes marketing to U.S. Hispanics different than general market consumers?
• _____________________________________
The Hispanic Shopper
• 75% of Hispanic families sit down for a meal together every day
• Hispanics do more grocery shopping than the average U.S. shopper
• Once in-store, Hispanics spend 20% more during routine grocery trips
Question # 2
• What challenges have you faced, or are currently facing, with establishing a U.S. Hispanic digital marketing strategy
• _____________________________________
Hispanic Consumers Online
• Hispanics are highly social online, 68.9% of Hispanics use social networks compared to 66.2 of the total U.S. population
• Brands such as Toyota and AT&T have a social media presence: Posts in Spanish, creative and messaging that resonates with U.S. Hispanics
• Connecting with U.S. Hispanics digitally allows your brand to build a connection through engagement and conversation thus leading to increased brand awareness, loyalty, and sales
Example: Winn-Dixie Latino
Question # 3
• How can you be more effective in reaching U.S. Hispanic consumers including Millennials?
• _____________________________________
Reaching Hispanic Consumers
• The Hispanic population is the fast-growing and youngest segment of the U.S. population
• Hispanic shoppers seek value, leverage social to provide in-store savings through offers and coupons
• Use social media to provide recipes and DIY tips to drive in-store foot traffic and sales
• Connect with Hispanic consumers through their mobile phone: social media, website, text, app. Hispanics use smartphones while shopping higher than any other ethnic group.
Question # 4
• Which social media platforms are most effective for marketing to U.S. Hispanics and why?
• _____________________________________
Social Media Platforms
• U.S. Hispanic users ranked as the second most active race on Twitter
• Pew Study: Among internet users, Latinos (68%) say they use social networking sites Twitter and Facebook
• Through Pinterest, brands can connect with Hispanic Mom’s seeking recipes leading to incremental in-store traffic
Let’s Connect!
LinkedIn.com/in/CarlosGilOnline
Twitter.com/CarlosGil83
Email: [email protected]
Source(s): http://www.emarketer.com/Article/Hispanic-Shoppers-Bring-Social-Mobile-Habits-Grocery-Aisle/1009839