Hispanic Market Facts and Recommendations

Hispanic Marketing in the Digital Age

Opportunities in 2012


INLANET DIGITAL MARKETINGBASED IN NEW YORK, NY

We help companies connect with the

growing US. Hispanic & Latin

American online markets.


HISPANIC MARKETIT’S ALREADY HAPPENING


HISPANIC MARKET

Nearly one in every four children is of Hispanic descent, and that number is expected

to increase by 60 percent over the next 20 years.

IT’S ALREADY HAPPENING


HISPANIC ONLINE MARKETHISPANIC BUYING POWER: SOURCE: HISPANIC BUSINESS MAG

Hispanics in the U.S. are expected to spend $18 billion on new vehicles this year, and will account for 24 percent of

the increase in new-auto sale.


HISPANIC MARKETHISPANIC BUYING POWER: SOURCE: HISPANIC BUSINESS MAG

The number of Hispanics ages 18 to 24 on U.S. college campuses grew by nearly a quarter, highlighting what

The Associated Press called “a substantial and increasingly rapid demographic transition in higher

education.”



HISPANIC ONLINE MARKETHISPANIC BUYING POWER: SOURCE: HISANIC BUSINESS MAG

Hispanics now own about 3 million businesses, and the growth of those businesses has outpaced non-minority owned firms by 44 percent.



The trend for 2050 is that 125 million people in the U.S. will be of Hispanic origin. Growth is going to come from this segment and companies that don’t get into this market now will be late for the party.”

Emil Morales, senior vice president and general manager for TNS



U.S. Hispanic Consumers spent more than $5.15 billion during this year’s holiday season on

mobile devicesINFOgraphic, Hispanic Holiday Mobile Survey 2011 by

Zpryme



HISPANIC ONLINE MARKETNO ENGLISH NEEDED


FACTS

• Fastest growing minority group in the U.S. (4x faster)

HISPANIC INTERNET MARKETING


HISPANIC MARKET

19701980

19902000

2010*2020*

2030*2040*

2050*

Census

Projections

0

20

40

60

80

100

120

HISPANIC POPULATION IN THE UNITED STATES: 1970 TO 2050

Source: U.S. Census Bureau, 2006 American Community Survey

Hispanics grew 4 times faster than total U.S. population / 43 % bet 2000 and 2010


HISPANIC MARKETHISPANIC POPULATION IN THE UNITED STATES: 1970 TO 2050

Source: Population Division, U.S. Census Bureau<http://www.census.gov/population/www/projections/summarytables.html>Release Date: August 14, 2008

0

5

10

15

20

25

30

Under 5 years

5 to 14 years

85+ years

Hispanic (%) Total Population (%)

Percentage Distribution of the Population by Age

Perc

enta

ge

28.92

17.1718.81

9.74

18.79

5.84

0.72

15 to 24 years

25 to 44 years

45 to 64 years

65 to 84 years


FACTS

• Fastest growing minority group in the U.S.• One trillion plus dollars in buying power.



HISPANIC ONLINE MARKETHISPANIC BUYING POWER: SOURCE: HISPANIC BUSINESS MAG


FACTS

• Fastest growing minority group in the US.• One trillion plus dollars in buying power.• Growing high speed internet penetration.



HISPANIC ONLINE MARKETeMarketer: HISPANIC INTERNET USERS 2008-2013


HISPANIC ONLINE MARKETeMarketer: 2011 Trends: Census Highlights Demographic Shifts

Future growth in the digital population will come from minority audiences


HISPANIC ONLINE MARKETHISPANICS ONLINE YOUNG AND MOBILE: EMARKETER


FACTSHISPANIC INTERNET MARKETING

• Fastest growing minority group in the US.• 1+ Trillion dollars in buying power.• Growing high speed internet penetration.• Adopt and embrace smart-phones and

electronics more than non-Hispanics.


HISPANIC ONLINE MARKETHISPANICS AND ELECTRONICS



• Fastest growing minority group in the US.• 1+ Trillion dollars in buying power.• Growing high speed internet penetration.• Adopt and embrace smartphones and

electronics more than non-Hispanics.• Natural social networkers.


HISPANIC ONLINE MARKETSOCIAL MEDIA IS MAINSTREAM FOR ONLINE HISPANICS



• Fastest growing minority group in the US.• 1+ Trillion dollars in buying power.• Growing high speed internet penetration.• Adopt and embrace smartphones and

electronics more than non-Hispanics.• Natural social networkers.• Hispanic Online market is booming.


HISPANIC ONLINE MARKETUSEFUL RESOURCES

• Hispanic Fact Pack 2011www.adage.com

• http://www.mediapost.com/publications• http://adage.com/channel/hispanic-marketing/23

http://www.adage.com/

http://www.mediapost.com/publications

http://adage.com/channel/hispanic-marketing/23


INLANET DIGITAL MARKETINGDON’T GET FIRED!


How to reach the Hispanic Online

Market?

MARKET TO HISPANICS ONLINE


MARKET TO HISPANICS ONLINE UNDERSTAND THE COMPLEXITIES OF THE MARKET

Hispanic Market Complexity

NOT a RACE


CULTURAL COMPETENCY IS KEY



CULTURAL COMPETENCY IS KEY



OPPORTUNITIESUS HISPANIC DIGITAL MARKET OPPORTUNITY


OPPORTUNITIESSPANISH KEYWORDS TRENDS JAN 2007 – PRESENT


OPPORTUNITIESADWORDS CPC DIFFERENCE BETWEEN ENGLISH AND SPANISH


OPPORTUNITIESCPC DIFFERENCE BETWEEN ENGLISH AND SPANISH


OPPORTUNITIESGOOGLE ADWORDS ESTIMATED AVG. CPC


Analytics / Marketing OptimizationTraffic

Analysis (GA)Customer Behavior

Reputation Management

Site Optimization

STRATEGIC PLANNING / Business Intelligence

Market Research

Keyword Research

Competitive Intelligence Digital Audit

PRODUCTION

Website Engineering / Architecture

Content

Facebook, Twitter and Mobile Apps

MARKETING

Social Media / CGM

Video / Rich Media

SEO / SEM

Mobile Marketing

Event Marketing

OUR PROCESS


MARKET RESEARCH, COMPETITIVE INTELLIGENCE



SEARCH ENGINE MARKETING



CONVERSIONS



SEARCH ENGINE MARKETING: WHAT TO AVOID



• You can't manage what you can't measure.

MEASURE THE IMPACT OF YOUR ONLINE STRATEGIES



RECOMMENDATIONS


RECOMMENDATIONSFOR SPANISH LANGUAGE WEBSITES


INLANET DIGITAL MARKETINGBASED IN NEW YORK, NY

GRACIASMarcelo Rodriguez

[email protected]

(877) 762-6322 ext 803inlanet.com

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