A recap of major news on the marketing and media front from around the web compiled by Portada Digital Media Correspondent Susan Kuchinskas.
Loco por iPhone 6?
The iPhone 6 may have sold 10 million units in its first three days, but Apple’s penetration in Hispanic and Latin American markets is lower, according to the Orlando Business Journal. Experian says 53 percent of Hispanic smartphone owners have an Android and 34 percent have an iPhone; iPhone penetration is even lower in Latin America: In Latin America, 86 percent of Argentineans, 90 percent of Brazilians and 80 percent of Mexicans use Android cellphones. Also, according to Kantar data, more people in Mexico use Microsoft’s Windows phone than the iPhone.
Hernan Tagliani, president of The Group Advertising, thinks this is because Latins value price, convenience and reliability. Many iPhone users think they’re easier to use than other phones, but in Latin America, Macs are seen as less user-friendly, and that likely translates to phones, as well, he says. Apple is great at attracting early adopters, but it needs to hit harder on the convenience messaging.
Everyone needs a Hispanic internet hub, even pork producers. Pork Checkoff, a project of the National Pork Board, launched PorkTeInspira.com, a resource for information on nutrition, cuts, health and safety, as well as cooking tips and recipes. There’s a strong social media component, too. The Pork Checkoff is promoting the hashtag #sabrososmomentos; it also has a Facebook page, Facebook.com/PorkTeInspira, the Twitter handel @PorkTeInspira and an Instagram account.
Mas Tacos por Tu
Taco Bell turned to Instagram to help launch its new breakfast line, targeting 18- to 44-year-olds. A series of sepia-toned sponsored photos reached 12.5 million people in the target demo in the U.S. across a four-week period. Click through from the blog to a full case study. This general-market campaign uses the Spanglish tagline launched in 2012. With all the interest in Hispanic culture and media, we think more companies should go this route.
Arnold adds Hispanic Desk
While the industry considers the efficacy of the general-market approach, Arnold is having it both ways, developing a Hispanic practice that will be integrated into the agency. Arnold Adweek quoted Arnold CEO Pam Hamlin saying, “They are an integrated part of our team, just like this capability is an integrated part of our services.” We’re getting that déjà vu feeling: The debate – and this move to integrate – reminds us of the early days of digital, when agencies couldn’t decide where or how to expand their digital capabilities.
How We Became “Hispanic”
Here’s a reminder from a UC Berkeley prof about where the term “Hispanic” came from: Unlike a lot of demographic segments that seem to have been invented to benefit marketers and journalists, G. Cristina Mora writes that Americans of Puerto Rican and Mexican heritage wanted the U.S. government to recognize them as separate from “white” citizens. Mora, an assistant professor of sociology at UC-Berkeley and the author of Making Hispanics: How Activists, Bureaucrats and Media Constructed A New American, says the term has enabled Hispanics to unify while celebrating their diversity.
Segmenting Is Key in Attracting Hispanic Ad Dollars
The vast majority of advertisers have engaged in bilingual advertising, according to an academic study of 130 brands by Amy Jo Coffey, an associate professor of telecommunication management at the University of Florida – and 93.9 percent of those campaigns were in Spanish. Coffey found that the ability to segment Hispanic consumers was the most important factor in allocating advertising budgets.