Analysis: 12 Latin Marketing and Media Predictions for 2011 [2-A]

1. CENSUS RESULTS WILL VINDICATE MARKETING TO HISPANICS

The 2010 Census results will be completely digested by Portada's editorial team by September 2011. An important part of Portada's Flagship Hispanic Conference (Marketing to Hispanics:Taking the CMO's Driver's Seat) will be devoted to analyze the implications of the census results. We expect the results to make the case for marketing to Hispanics even stronger.

 

2. EMERGING HISPANIC MARKETS WILL BE INCREASINGLY IMPORTANT

Smaller markets, which traditionally have not been under the radar screen of many advertisers will increase in importance as their Hispanic population (and purchasing) power skyrockets.The Census results will highlight growth in states such as Arizona, Colorado, Georgia, Washington and Utah.Portada's Emerging Hispanic Markets Forum, on September 21 2011, will be bringing together major NYC based agencies and marketing executives with media executives and agency executives of markets with a skyrocketing Hispanic population.

 

3. SPANISH WILL CONTINUE TO BE THE PREDOMINANT LANGUAGE SPOKEN AMONG HISPANICS

The majority of the growth of the Hispanic population will come from U.S. born Hispanics. However, the use of the Spanish-language will increase, mostly because second and third generation Hispanics are increasingly interested in their roots and in learning the language of their ancestors.

 

4. THE "O"(OWNED) AND "E"(EARNED) IN THE "POEM" MATRIX WILL INCREASE

The Paid, Owned and Earned Media (POEM) matrix provides different ways for marketers to connect with consumers.In 2011 marketers will put even more emphasis on "owned" and "earned" media through content marketing initiatives.

 

5. MEDIA PROPERTIES WILL RIDE THE BRAND INTEGRATION TREND AND EXPAND INTO THE AGENCY BUSINESS

Media companies will ride the wave towards increased owned and earned media by profiting from brand integration efforts like GM, T-Mobile and Domino's Pizza. In Univision's "Eva Luna" telenovela. In addition, media properties will increasingly act as agencies by advising clients on how to work on their owned and earned media projects.

 

6. NEWSPAPER COMPANIES WILL STAY (AND BOOM AGAIN)

Despite all the doom saying, often coming from the newspapers own ranks, the decline in print advertising will bottom out in 2011. Successful newspaper publishers will have repositioned themselves as mayor content players and masters of the local advertising business. There will be less and stronger newspapers. Print will be a viable medium in its own right.

 

7. ONLINE ADVERTISING WILL INCREASINGLY BE A (COMMODITY) TRADING BUSINESS

The share of online advertising in the overall advertising pie will continue to increase, particularly in the Hispanic market.Latin Online Ad-networks will continue to thrive. However, the business will be more and more a commodity business where buyers, mostly agencies will buy a certain amount of impressions/clicks through ads targeted to a very specific audience. Agency and online traders will increasingly be data crunchers and mathematicians.

 

8. BROADCAST MEDIA REIGNS

Hispanic Broadcast Media will continue to be the main ad vehicle in the market (e.g. see Kohl's recent TV and Radio Campaign). The sheer audience numbers the major broadcast networks reach can not easily be matched by other media types. There will also be more competition in the Hispanic TV market with the entrance of new players and the strengthening of companies such as V-Me, which recently became a Nielsen rated network. WebTV, although not a Major factor yet will also increase the competition.

 

9. GENERAL MARKET AGENCY SHOPS WILL GET MORE HISPANIC BUSINESS

The Total Market Approach will continue to gain ground.Proponents of the Total Market approach argue that in order to effectively evaluate ROI and optimize spend, sales allocation and media consumption patterns for Hispanics should be assessed versus the general market. General market agencies will obtain more accounts targeting the Hispanic market and incorporate them into their general (total) market assignments.

 

10. SOCIAL NETWORKS AS AD VEHICLES?THE JURY STILL WILL BE OUT

Despite Facebook's 2010 revenues of more than $500 million, it is not clear yet whether advertising placed in online ad networks works well.

As our contributor Marcelo Salup says in a recent column ("It's Social but is it Media yet?"): "In two different polls I conducted, barely 15% of all respondents reported clicking on any ad in a social network. The very size of the respondent base (less than 100 people) is, by itself a sign of the consumer interaction. Anecdotically, most of my friends and acquaintances also report low interaction with straight advertising in social sites. Historically, CTR's (click through rates) have been sliding so that today we probably do not see even a 1% CTR across the board." Regarding the brand interaction capability of social networks, Salup adds. "I don't think any advertiser has really cracked the code yet."

 

11. MOBILE ADVERTISING BECOMES A FACTOR

The expansion of smartphones is buyoing mobile advertising. This has an important implication for the Hispanic market as the Hispanic smartphone growth rate is outpacing that of the general market.

 

12. LOCAL ONLINE ADVERTISING WILL BOOM

Local Advertising will increase in importance, buyoed by Interactive Media. Borrell Associates predicts that Local Online Advertising will increase by 18% from $13.6 billion in 2010. New technologies such as the evolution of local search, mobile advertising and group buying (e.g. Groupon) will increase the effectiveness of local advertising.


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