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US Hispanics are more inclined to buy products using mobile devices

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Marketers who are looking to invest in mobile marketing this year should target the Hispanic market. Hispanic consumers are more likely to use mobile devices to buy products than non-Hispanics. A study revealed 52 percent of people who are comfortable using a mobile device to make a purchase for clothes, electronics, music or movie tickets are Hispanics.

Our recent blog post on social media marketing in 2015 indicates marketers are already planning to increase budgets for social media marketing and digital advertising. Before creating new digital advertisements, it is important to know that Hispanics are more likely to use their smartphones or tablets to research before making a purchase. According to eMarketer, 35% of Hispanics use social media when researching products on their mobile devices. Online product reviews and product ratings also influence the Hispanic consumers’ decision to buy.

Another study shows non-Hispanics are not likely to take action when they receive deals or see online advertisements. In contrast, 62 percent of Hispanics are more likely to take action after reading deals and 57 percent will take action after seeing sponsored search-engine advertisements.

LVM wants you to consider the Hispanic market when you make the shift to digital advertising. For more information on the Hispanic market, read our blog post on 3 Things You Need to Know About the Hispanic Market or contact us at info@lavozmarketing.com.

Social Media Marketing in 2015

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Social media usage is increasing and so should your budget for social media marketing in 2015. eMarketer estimates there will be 154 million social network users this year. Although Facebook is still in the lead, Debra Aho Williamson, eMarketer’s principal analyst, says the next phase of growth in social networks is happening on mobile social media platforms such as Twitter, Instagram, Pinterest and Tumblr.

In a recent survey, 5,000 marketers were asked about their budgets for 2015. Here were some of the results:

  • 84% of marketers plan to increase their budget and 38% of these marketers plan a shift in spending from traditional advertising to digital advertising
  • 70% of marketers plan to spend more on social media advertising
  • 68% of marketers have already integrated mobile into their larger marketing strategy

Marketers shared the belief that mobile marketing and social media is core to their business. So, which social networking sites should you be investing in?

According to Pew Research, Instagram, LinkedIn, Twitter, and Pinterest increased in membership and saw significant growth in almost every demographic group. As you may know, each social media platform targets a different demographic. eMarketer predicts how market share will change for the top social networks in 2015, finding that the largest group of social media users will still be using Facebook and are between the ages of 25-34.

For more information about social media marketing and social media advertising, contact us at info@lavozmarketing.com.

3 Things You Need to Understand About the Hispanic Market

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Since Hispanics are expected to become the majority demographic, marketers are implementing strategies for their brands aimed at targeting Hispanics. Some brands seem to successfully market to them appropriately while other brands appear to not understand them at all. La Voz Marketing believes understanding the Hispanic culture is key before developing any marketing strategy. Here are three things you should know and fully understand about Hispanics before developing your marketing campaign.

 

Hispanics are not one homogenous group.

Brands continually make the common mistake of assuming all Hispanics are the same. In reality, they descend from various countries throughout Latin America and have different customs.

At home, Hispanics are more likely to speak at least some Spanish than speak English solely. However, Hispanics are more likely to speak English than Spanish away from home.

In Hispanicad.com Hispanic Market Overview Report, 36% of Hispanics are reported to be English dominant inside the home. This number rises to 58% when asked if they are English dominant outside the home. These numbers showcase the importance of developing marketing messages in Spanish and culturally attuned marketing messages in English.

Not all Spanish is the same.

Although Spanish tends to be the primary language, words and phrases vary depending on the country. For example, ‘pura vida’ (pure life) is a popular saying in Costa Rica that is not used anywhere else. In addition, we recommend that you are careful with translations because not all translations carry out the intended meaning.

La Voz Marketing specializes in developing marketing messages for the Hispanic audience and can help you with your marketing needs. For more information, visit lavozmarketing.com.

LVM Client ARTIC Opened Early December

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The Anaheim Regional Transportation Intermodal Center (ARTIC) opened for transit users on Saturday, December 6, 2014. Located between Honda Center and Angels Stadium, the LEED-Platinum designed facility allows transit users to plan their routes with direct links to OCTA, Metrolink, Amtrak, Anaheim Resort Transportation, Megabus.com, Greyhound, Yellow Cab, California Yellow Cab, 1-800-4MY-TAXI, bikes, auto parking and more. ARTIC also has unique dining establishments and amenities such as WiFi, charging stations and more.

On December 13, 2014, ARTIC hosted its “Explore ARTIC Grand Opening Celebration” to commemorate the future of transportation in Orange County. The Explore ARTIC Grand Opening Celebration was a family friendly event filled with music, food, educational tours, and information from the transportation providers.

For more information about ARTIC, visit articinfo.com and like ARTIC on Facebook and Twitter.

Creating a New Year’s Resolution for Your Marketing Strategy

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A new year symbolizes a new beginning for many people across the globe. According to Statisticbrain.com, approximately 45% of Americans make new year’s resolutions – which consist of losing weight, getting organized and spending less but saving more. While you are creating new year’s resolutions for yourself, you should create new year’s resolutions for your company’s marketing strategy. Defining goals is important for your company and will help you measure its success. However, marketers must ask themselves the following questions before creating a new year’s resolution.

  • How did your marketing messages help increase your product’s sales last year?
  • Were consumers receptive to your marketing messages and participative in the conversation?
  • What sales goals does your brand hope to accomplish this year?
  • How will you adjust your marketing messages to achieve this year’s sales goals?
  • What are your consumers’ most common complaint and how will you fix it?

La Voz Marketing believes these questions will help guide companies to create a measurable news year’s resolution for your marketing strategy. We hope your brand has a successful year!

How Digital Television can Benefit Your Brand

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A Nielsen report, Shifts in Viewing: The Cross Platform Report Q2 2014, reported an undeniable shift in television viewing habits amongst American consumers.  Although viewership on traditional television is reporting a decrease, the consumption of multimedia content continues to rise.  Millennials, generation x and baby boomers alike are increasing their viewing time on digital devices.  Digital viewership has also increased by two percent among Hispanics, eight percent among Blacks and ten percent among Asians.  This shift in television viewing habits gives brands a unique opportunity to connect with consumers on multiple platforms.

Digital advertising gives brands the ability to direct consumers to its landing page from an ad.   Brands can also engage in pop culture conversations online and share video links on online platforms.  For example, DiGiorno Pizza’s witty tweets during NBC’s Sound of Music Live garnered the brand publicity in a way unheard of over five years ago. Also, brands can create their own digital television programs for their audience’s enjoyment.  Chipotle developed a web series, Farmed and Dangerous, which stresses the importance of Chipotle’s stance on food safety and sustainable farming without placing a burrito in the show.  Denny’s recently launched a web series, “The Grand Slams” which will feature its favorite breakfast items and their stories.  According to Restaurant News, “the series targets millennials designed for viral social media play.”  Just like social media, brands that are innovators and early adopters in the digital television space will reap the benefits in the future.

 

 

A Lesson Learned from the Guy Having Coffee With all of His Facebook friends

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Matt Kulesza has 1,088 Facebook friends.  When he was skimming through his Facebook friends to delete people he does not talk to or know, he came up with an idea that has transformed into an approximate three year project and popular blog.  Matt has embarked on a journey to meet up for coffee with all 1,088 Facebook friends.  Without intentionally trying to, Matt has reminded us the importance of connecting with others in-person.  Social media and emails are important, but good public relations professionals do not hide behind the computer.  An in-person get together provides an opportunity to learn about each other on a personal and professional level.  The influencer might share with you several story ideas he/she is working on or you may spark an idea for a future story.  The influencer might utilize your brand’s thought leader for a story, after hearing about his/her impact in the industry.  Relationships are sacred and are best built in-person.  Keeping up with a person online is beneficial, but nothing can replace that in-person connection.

Check out Matt Kulesza’s efforts on his blog, 1000+ Coffees.

 

 

The Future of Marketing and Public Relations

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In a recent Fast Company article, Jarone Ashkenazi discusses the future of public relations and its changing landscape in today’s business world.  Prior to the internet, public relations used to operate under the filter down theory and public relations practitioners relied on traditional media to get the word out.  In today’s world, public relations, marketing and social media are interdependent on each other and a brand and its audience communicate in a dialogue.   Although the storytelling aspect remains the same, measuring the tactics’ effects on sales and marketing goals is more critical than measuring impressions solely.

The future of public relations and marketing will have a huge effect on a brand if practitioners do not adapt to today’s business world.  In line with the article, La Voz Marketing recommends the following tactics to help your brand adapt to the future of marketing and public relations:

  • Write your brand’s story

Many brands have the opportunity to share their story through various online channels such as websites, blogs and social media.  Although engaging influencers and pitching news outlets is still important, you do not have to wait for someone else to share your story.  A google search that directs consumers to a problem-solving product that your brand offers will drive conversions.

  • Monitor all of your brand’s conversations online and offline

Listen to the conversations your audience is having about your brand.  You will learn about the positive aspects and things you need to improve.  A crisis can be avoided by simply listening.  Monitoring the conversations may also lead to a potential story idea for your brand’s blog and influencers.

  • Join your audience on new social networks

If your audience is active on a new social network, your brand should join the conversation.  It will help your brand in the long run.  However, we do not recommend for that you join every new social network.

  • Provide an opportunity for your audience to collaborate on content creation

A collaborative effort of content creation will engage your consumers and allow them to become a part of your brand.  For example, Doritos created the $1M Doritos Super Bowl ad contest which encouraged consumers to create a Doritos ad for the opportunity to be shown at the Super Bowl.  Besides impressing the Doritos execs, the $1M Doritos Super Bowl ad was chosen by the general public.

  • Demonstrate your brand’s value to your audience

At the end of the day, your brand must demonstrate value to your consumers.  People are utilizing and will continue to purchase your product if it’s value is demonstrated consistently.  When brand trust is proven, consumers will recommend your product to others.

Ways to Advocate During Fair Trade Month

fair trade logoAccording to the Fair Trade USA website, the purchase of fair trade products ensures quality products and a safe work environment for workers.  Purchasing fair trade products also keeps children in school and builds sustainable communities.   Fair Trade month occurs every October and it aims to raise awareness about the benefits of purchasing fair trade products.  Although there are many different types of fair trade products consumers can purchase, they are not readily available at many stores and establishments.

If your brand aligns with the values of Fair Trade, here are some ways that you can advocate during Fair Trade Month:

  • Educate yourself about Fair Trade products.  We recommend looking at the Fair Trade USA website to learn more.
  • Buy Fair Trade Products.  You can purchase fair trade apparel, chocolate, coffee, fruit and more.  All fair trade items are marked with the official fair trade logo.  We recommend Orange County coffee lovers to purchase their next cup at The Lost Bean. Also, a list of fair trade products can be found here.
  • Ask companies for fair trade products.  Talk to a manager or fill out a comment card asking for fair trade products at the store.
  • Participate in a campaign near you.  You can utilize this website to find a campaign nearby.
  • Follow Fair Trade USA on Facebook, Twitter and Instagram.  You can also join the conversation on social media by utilizing #fairtrademonth.

OC/PRSA 10th Annual Diversity Forum

DIVERSITY_10_Anniversary2-e1405743367778-300x282Last week we attended the OC/PRSA 10th Annual Diversity Forum, hosted by the OC/PRSA Diversity committee. At this luncheon, approximately 40 public relations, marketing and journalism practitioners listened to leading diversity practitioners share information about the progress made and what can be done to improve diversity in the workplace and the marketplace.

Moderator Richard Chang of the OC Register kicked off the discussion with Orange County Census statistics and shared that Orange County is a “majority minority city”.  Chang said public relations practitioners, journalists and marketers share something in common: “We are all trying to reach audiences.” He also stressed that we must be “very thoughtful on who we are trying to reach.”

Joe Keenan of MWW began his presentation by sharing the differences of traditional and current marketing strategies to the LGBT community.  Ads that would not have been created in years past are now running and reflect the New America.  Blurred lines exist in marketing to this coveted audience.

Lynn Jolliffe of Ingram Micro showcased how the company’s diversity objectives and strategies have increased diversity within the company.  Diversity is a component of the company’s corporate social responsibility and the company is attracting top talent because of it.  Lynn Jolliffe’s work at Ingram Micro provides an excellent model for other companies who are looking to increase their diversity.

Anne Dean, APR of Education Management Corporation, introduced statistics that will comprise 2020’s workforce and indicate the racial ethnic diversity in America.  Although racial ethnic diversity is on the rise, progress is limited for Hispanics and African Americans due to a lack of resources and lowered standards in education.  Dean stated that education drives diversity in professions and encouraged listeners to donate or offer resources to organizations that promote education equality.

La Voz Marketing congratulates the OC/PRSA Diversity Committee on its 10th anniversary and its success in the PRSA community.  We look forward to attending the next OC/PRSA diversity event.  For more information about OC/PRSA diversity events, visit http://www.ocprsa.org/programs-events/diversity/.

 

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