Research: CPG Marketing- Coupons are First, but Online Ads Work Well

Hispanics go online to socialize, research new products and find good deals—more so than many other groups. In 2010, Hispanics will spend $125 billion on consumer packaged goods products, accounting for 11.8% of all CPG spending, according to Nielsen. These factors create a lucrative opportunity for CPG suppliers that want a closer connection with this dynamic demographic.

CPG marketers can use the internet to influence Hispanic shoppers—particularly Latinas—before they enter the store, according to the new eMarketer report “CPG Marketers Target Hispanic Shoppers In-Store and Online.” This audience is open to receiving online marketing messages and responding on online ads.

The first place many internet users begin their online research is through a search engine. For CPG marketers, the results page becomes a virtual store shelf, and for Hispanics it is a particularly appealing one. Some 57% of Hispanics said they were “very” or “somewhat likely” to take action after seeing a sponsored search engine ad, according to a March 2010 survey by Opinion Research Corp. for ARAnet Adfusion.

Email messages also elicit more response from online Hispanics than other groups, the survey showed.

Although coupons and other offers from retailers were by far the most important motivators, online advertising and information proved valuable to Spanish-speaking women who responded to an online survey from Todobebé in April 2010.

When asked “What sources or activities do you rely on to receive information about a store and the products/services it offers you and your family?,” 39% indicated email or newsletters were “very valuable” and another 41% considered them “valuable.”

Other online influences included ads or other information (36% said “very valuable” and 45% said “valuable”). Social networks such as Facebook and Twitter appealed to fewer respondents (14% said “very valuable” compared with 32% who considered them “valuable” sources).