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Mebrulin Francisco, Director of Multicultural Marketing Analytics, GroupM and Lindsay Stewart, Director of Sales, East Region at MaxPoint will challenge key multicultural marketing conventional wisdoms at our upcoming Webinar: “Don’t  settle for the same old Data” on June 2 at 2pm est.

 

Merbulin FranciscoA major practitioner in applying modern data science to multicultural marketing, GroupM’s  Mebrulin Francisco (photo) will challenge some established views on the “Total Market” approach and explain why the concept does not really work from a data marketing perspective. Other questions Francisco will also delve in:

– What is the difference between “Big Data” and small data?  Why is the difference important for efficient marketing?
– The way brands and agencies targeting multicultural consumers should approach the huge Big Data Opportunity.

Maxpoint’s Lindsay Stewart (photo on the right) and Francisco will have a conversation on otherLindsay Stewart_Maxpoint key topics including the below:

  • How off-line data from more than 440,000 micro neighbourhoods can significantly enhance digital marketing efforts
  •  How marketers including CPGs, Telco’s and Retailers should use real-time results to adapt their offering and marketing plans
  • How Real-Time Marketing will engage the long-tail consumer

    Register to the Webinar! (free) 

In the last post of our series on Hyperlocal Digital Strategies presented by MAXPOINT, we introduce The Multicultural Marketing Field Guide, an e-book where experts discuss the key trends and strategies for today’s advertisers.

MaxPoint’s The Multicultural Marketing Field Guide is aimed to help marketers keep up with the multicultural marketing landscape. That is why the document includes advice, perspectives, and strategies from experts on topics like effective digital advertising tactics, how to account for cultural nuance, and marketing measurement.

It was distributed to attendees of the recent webinar, The New Multicultural: Hyperlocal Digital Strategies for National Advertisers.

The contributors to the The Multicultural Marketing Field Guide are:

  • Marcos Baer, Publisher, Portada
  • Gonzalo del Fa, President, GroupM Multicultural
  • Susan Lee, VP Corporate Development, MaxPoint
  • Lee Van, CEO, Captura Group
  • Solomon Romano, Marketing Strategy Director, Anthem, Inc.
  • Yousef Kattan Fernández, President/CEO, Tru Multicultural
  • Jose R. Villa, President, Sensis

Download the e-book!

This series of articles about Hyperlocal Digital Strategies is brought to you by MAXPOINT. The previous five articles published are:
– How “Mobilecultural” Advertising Can Make or Break a Campaign
– When Doing Targeted Campaigns, Keep an Eye on How All Consumers Respond
– Embracing the Total Market with Hyperlocal Intelligence
– How a Dental Brand Builds National Awareness among Hispanic Females
Identify Consumption Habits to Determine Levels of Acculturation

MaxPoint provides a leading business intelligence and digital marketing solution that enables national brands to drive local, in-store sales. The company’s proprietary Digital Zip® technology and the MaxPoint Intelligence Platform predict the most likely local buyers of a specific product at a particular retail location and then execute cross-channel digital marketing campaigns to reach these buyers. MaxPoint has worked with each of the top 20 leading national advertisers and each of the top 10 advertising agencies in the United States as ranked by Advertising Age. For more information, visit www.maxpoint.com, follow MaxPoint on Twitter @maxpoint_int, and subscribe to the OnPoint Blog.

Are you ready for today’s Webinar (April 23 2pm EST/ 11 am PST) on “The New Multicultural: Hyperlocal Digital Strategies for National Advertisers”?

If you did not register yet (free). REGISTER NOW!

webinar_banner160x600Learn how to leverage hyperlocal digital advertising to reach a complex and nuanced multicultural audience across the nation.

Hear how Gonzalo del Fa, President, GroupM Multicultural
and Susan Lee, VP Corporate Development, MaxPoint:

– Assess the challenges multicultural marketers must overcome to reach digitally minded audiences
– Explore how hyperlocal digital advertising reaches multicultural consumers in neighborhoods across the country
– Discover how multicultural marketers are currently using hyperlocal digital advertising and measuring success

If you did not register yet (free). REGISTER NOW!

In the fifth article of our series on Hyperlocal Digital Strategies presented by MAXPOINTAmy Gittelman, General Manager, National Agency Sales, at MAXPOINT, says that multicultural marketers need to ensure that their ads are actually reaching the right audience segments by paying attention to important details like consumption habits, which can help identify which audiences are of higher or lower levels of acculturation.

Photo: Mikey Ottawa. Under CC Licence.
Photo: Mikey Ottawa. Under CC Licence.

Multicultural marketers understand the importance of knowing an audience on a nuanced level. So when the time comes to execute an expertly crafted campaign, how do you ensure that your ads reach the right audience segments?

The other day, I was talking to a colleague who comes from Vietnam. She and I spoke about identifying acculturation level based on her own family’s experience. Here’s what she told me.

A Vietnamese couple immigrates to the United States and brings their infant daughter. They raise their daughter to be in touch with her Vietnamese heritage by exposing her to customs, traditions, and ideas of their home country, and by speaking their native language in the household.

Fast-forward 30 years. The couple and their now-grown daughter are regular Internet users. In fact, both use the web as their primary source of entertainment—streaming videos, shopping, and reading the news. The couple and their daughter stay in touch with Vietnamese culture by reading relevant news and researching Vietnamese recipes online. The couple lives in a suburban area that over-indexes for people of Vietnamese origin, and the daughter lives states away, but also in a suburban area that over-indexes for people of Vietnamese origin.

Here’s when you start to notice these areas: You’ve designed beautiful creative for a digital campaign that speaks to people of Vietnamese origin across the United States. You’ve crafted messaging that accounts for generational differences and levels of acculturation. But if you’re planning campaign execution based on demographic data alone or even DMA targeting, you’re likely to waste a good deal of impressions on the wrong audiences. So, how do you identify which neighborhoods are going to give you the greatest response based on the fine-tuning you’ve already done?

Learn more about Hyperlocal Digital Strategies in our April 23 WEBINAR: The New Multicultural: Hyperlocal Digital Strategies for National Advertisers.

How do you identify which neighborhoods are going to give you the greatest response based on the fine-tuning you’ve already done?

When Details Are King

Here’s how: Pay attention to the little things. After you dig into the analytics, you find out that the neighborhood in which the parents live over-indexes for an interest in a specific Vietnamese-language TV show. This show has been off the air for decades, but people in this neighborhood are streaming it on the web as if it’s current. There’s your ah-ha moment.

Hyperlocal identifies details like consumption habits that help you determine which audiences are of higher or lower levels of acculturation. Because one neighborhood is consuming content like this TV show while another is not, that’s a good indicator that the neighborhood where the parents live is of a lower level of acculturation than their daughter’s.

To determine acculturation level, hyperlocal digs into both online and offline data to pinpoint beacons that give away this information. It might focus on the type of content consumed, as in the above example, or it might zoom in on the language preferences of consumers. How and where consumers spend money can also highlight habits common to those immersed in the culture of their country of origin or habits of those who have adopted an American lifestyle.

To determine acculturation level, hyperlocal digs into both online and offline data to pinpoint beacons that give away this information.

When you have a digital advertising partner that can not only uncover these details, but also draw the right insights from the details, you can reap the highest rewards from your tailored messaging.

That’s hyperlocal at work. Multicultural audiences are complex, nuanced, and diverse, and targeting them is rarely straightforward. The good news is that hyperlocal advertising is built for targeting such audiences. It’s built to anticipate subtle nuances, reach audiences without waste, and turn on a dime when necessary.

This series of articles about Hyperlocal Digital Strategies is brought to you by MAXPOINT. The previous four articles published are:

– How “Mobilecultural” Advertising Can Make or Break a Campaign
– When Doing Targeted Campaigns, Keep an Eye on How All Consumers Respond
– Embracing the Total Market with Hyperlocal Intelligence
– How a Dental Brand Builds National Awareness among Hispanic Females

The final article will be published on Thursday, April 23. 


MaxPoint provides a leading business intelligence and digital marketing solution that enables national brands to drive local, in-store sales. The company’s proprietary Digital Zip® technology and the MaxPoint Intelligence Platform predict the most likely local buyers of a specific product at a particular retail location and then execute cross-channel digital marketing campaigns to reach these buyers. MaxPoint has worked with each of the top 20 leading national advertisers and each of the top 10 advertising agencies in the United States as ranked by Advertising Age. For more information, visit www.maxpoint.com, follow MaxPoint on Twitter @maxpoint_int, and subscribe to the OnPoint Blog.

In the fourth article of our series on Hyperlocal Digital Strategies presented by MaxPoint, we analyze a campaign MaxPoint did for a dental brand targeting Hispanic women nationwide.

Marketing strategies succeed by finding consumer demand and then meeting this demand with the right messaging. So when a dental products brand wanted to build national awareness among Hispanic women, it engaged MaxPoint to create an effective strategy.

Campaign Goals

  • Build national brand awareness among Hispanic women
  • Engage new customers with pre-roll video ads
  • Gain consumer insights to inform future regional marketing

Combining Data Sources to Find the Right Consumers

The key to MaxPoint’s strategy was finding neighborhoods of Hispanic consumers most likely to purchase the brand’s dental products. Using MaxPoint’s Digital Zip® technology, neighborhoods across the nation that over-index for Hispanic consumers were identified. The purchase data from these neighborhoods was analyzed in order to locate Hispanic shoppers with a history of buying dental products. To further refine the consumer profile, MaxPoint also used CDC data to discover neighborhoods of Hispanic women who had recently visited the dentist. This analysis provided a rich consumer profile to guide the advertising strategy. Using this profile, the brand connected with Hispanic shoppers across the nation using pre-roll video ads describing the benefits of toothpaste for sensitive teeth. To maximize the reach of the dental brand’s advertising, the pre-roll video ads appeared on both Spanish-and English-language sites.

Deepening Consumer Insight to Guide Future Marketing

MaxPoint’s approach drove a big win for the dental brand’s pre-roll video ads, achieving a video completion rate that was 12% higher than the industry average. In addition, the platform also revealed new insights about the top responders:

  • The multicultural video ads saw high response rates from white, non-Hispanic consumers as well as Hispanic women.
  • Top responders to the video ads had household income between $40,000 and $80,000.
  • The most popular place for these consumers to purchase dental products is at grocery stores.
The platform also revealed new insights about the top responders.

With this deeper insight into its top customers, the dental products brand now has a powerful foundation for its future campaigns.

Learn more about Hyperlocal Digital Strategies in our April 23 WEBINAR: The New Multicultural: Hyperlocal Digital Strategies for National Advertisers.

Reaching the Right Consumers with the Right Data

When advertising to a specific group of multicultural consumers, drawing data from diverse sources gives your strategy a powerful edge. By reaching and engaging the right Hispanic consumers, MaxPoint helped the dental products brand acquire deeper insight into its customers to fuel future outreach.

This series of articles about Hyperlocal Digital Strategies is brought to you by MAXPOINT. The prior three articles published were:

– How “Mobilecultural” Advertising Can Make or Break a Campaign
– When Doing Targeted Campaigns, Keep an Eye on How All Consumers Respond
– Embracing the Total Market Approach with Hyperlocal Intelligence

Two additional articles will be published on Thursday, April 16, and on Thursday April 23. 


MaxPoint provides a leading business intelligence and digital marketing solution that enables national brands to drive local, in-store sales. The company’s proprietary Digital Zip® technology and the MaxPoint Intelligence Platform predict the most likely local buyers of a specific product at a particular retail location and then execute cross-channel digital marketing campaigns to reach these buyers. MaxPoint has worked with each of the top 20 leading national advertisers and each of the top 10 advertising agencies in the United States as ranked by Advertising Age. For more information, visit www.maxpoint.com, follow MaxPoint on Twitter @maxpoint_int, and subscribe to the OnPoint Blog.

This is the third article of our series on Hyperlocal Digital Strategies presented by MAXPOINT. Amy Gittelman, General Manager, National Agency Sales at MAXPOINT, explains how hyperlocal advertising can give marketers an edge when transitioning to a total market approach, as it accounts for nuances within audiences, provides real-time feedback and allows multicultural marketers to run effective omnichannel campaigns.

Demographics in the United States are changing, and if brands and retailers want to stay relevant, they’ll need to adapt.

In the past, multicultural advertising was often an afterthought. Once an ad was approved, it would be passed off to a translation or localization company. However, recent years have seen the emergence of a new trend called total market advertising. Total market advertising refers to practices that consider culture and ethnicity in every part of the advertising process—from campaign conception to post-campaign analysis. In short, total market practitioners make culture a central consideration rather than an add-on.

Advertisers might find themselves falling behind if they don’t transition to a total market approach. Even though it could be challenging to adopt total market advertising, it’s a lot easier with the right hyperlocal partner in your corner.

Hyperlocal advertising, which provides audience intelligence and targeting power to reach the right consumers at the neighborhood level, can give you an incredible edge when transitioning to total market advertising.

The Hyperlocal Advantage for Reaching the Total Market

2013 ChallengesHyperlocal advertising, which provides audience intelligence and targeting power to reach the right consumers at the neighborhood level, can give you an incredible edge when transitioning to total market advertising.

First, hyperlocal accounts for nuances within audiences. Within the Hispanic segment alone, consumer profiles can vary dramatically depending on their primary language, country of origin, and level of US acculturation. When you take a neighborhood-level approach, you can reduce complexity and make your targeting more manageable.

Second, hyperlocal advertising provides real-time feedback that helps you learn more about your audience over time. For example, our testing has found that placing Spanish-language ads on English sites tends to increase response.

Finally, hyperlocal digital advertising enables advertisers to run effective omnichannel campaigns. MaxPoint provides seamless integration along channels and devices, allowing you to create a campaign that uses digital display, mobile, and video across PCs, laptops, smartphones, and tablets. This is particularly important for reaching Hispanics, who tend to be more mobile savvy than most segments.

Hyperlocal accounts for nuances within audiences.

The most important thing for any total market campaign is testing. Test, test, and test again. Let’s say that you’re selling clothing and you want to reach Asian Americans. You know that your product sells best among the general market when you emphasize lower costs.

Learn more about Hyperlocal Digital Strategies in our April 23 WEBINAR: The New Multicultural: Hyperlocal Digital Strategies for National Advertisers.

However, you decide to test multiple ads to find which resonates the best with an Asian American population. You could serve ads in neighborhoods that over-index for Asian American households, then compare responses against one another. You might find that while cost is important for the general market, the Asian American audience might be more interested in being fashionable and appearing trendy. This cultural insight can help you improve the numbers for your current and future campaigns.

Hyperlocal Knowledge Equals Total Market Power

In nearly any advertising campaign, your success hinges upon what you know about your audience. This is even more important with total market campaigns since culture plays such an important role. And with hyperlocal intelligence and local, regional, and national scale by your side, your total market efforts will be more powerful than ever before.

Does your organization take a total market approach? If so, let us know what you’ve found most helpful for reaching the total market by leaving a comment below.

This series of articles about Hyperlocal Digital Strategies is brought to you by MAXPOINT. The prior two articles published were How “Mobilecultural” Advertising Can Make or Break a Campaign and When Doing Targeted Campaigns, Keep an Eye on How All Consumers Respond.
Three additional targeted articles will be published every other Thursday.
MaxPoint provides a leading business intelligence and digital marketing solution that enables national brands to drive local, in-store sales. The company’s proprietary Digital Zip® technology and the MaxPoint Intelligence Platform predict the most likely local buyers of a specific product at a particular retail location and then execute cross-channel digital marketing campaigns to reach these buyers. MaxPoint has worked with each of the top 20 leading national advertisers and each of the top 10 advertising agencies in the United States as ranked by Advertising Age. For more information, visit www.maxpoint.com, follow MaxPoint on Twitter @maxpoint_int, and subscribe to the OnPoint Blog.

The New Multicultural: Hyperlocal Digital Strategies for National Advertisers

APRIL 23, 2015
2:00 pm ET, 11:00 am PT

OVERVIEW:

Digital advertising has moved from a nice-to-have to an essential part of every multicultural marketer’s communication strategy. But as multicultural consumers become more digitally minded and media budgets shift to mobile, display, and video advertising, marketers find themselves asking the same question: how can I leverage digital strategies in a meaningful way for my consumers without sacrificing precision and efficiency?

In this panel discussion, we explore how marketers who now rely on traditional publishers’ digital channels can also take advantage of an often overlooked approach—hyperlocal digital advertising—to reach a complex and nuanced multicultural audience across the nation. REGISTER HERE (free)!

Attendees will:

  • Assess the challenges multicultural marketers must overcome to reach digitally minded audiences
  • Explore how hyperlocal digital advertising reaches multicultural consumers in neighborhoods across the country
  • Discover how multicultural marketers are currently using hyperlocal digital advertising and measuring success
    REGISTER HERE (free)!

 

In the second article of our new series on Hyperlocal Digital Strategies presented by MAXPOINT, we analyze a campaign of a fast food brand targeting African Americans with digital promotions. One key insight is that it is very important to keep in mind that consumers outside of the targeted profile can also drive high response rates.

2013 ChallengesWhen your goal is to drive awareness among specific consumers, it’s also important to continuously learn from how all consumers respond to your campaign. When MAXPOINT helped a major fast food brand increase regional awareness among African Americans in Baltimore and Washington, DC, the company learned that consumers outside this profile could also drive high response rates.

Objectives of the Campaign:

  • Drive awareness of menu promotions among African Americans in Baltimore and Washington, DC
  • Lift ad engagement rate among fast food consumers in Baltimore and Washington, DC
  • Acquire consumer insights to guide future regional marketing

MAXPOINT’S strategy for reaching these consumers involved:

  • Finding neighborhoods of African American consumers with a history of buying fast food
  • Focusing on only the neighborhoods near the fast food brand’s franchises in Baltimore and Washington, DC
  • Reaching these interested neighborhoods with menu promotions
  • Rotating the multicultural ad creative every four weeks to keep the brand’s messaging fresh for the consumers the brand needed to reach
  • Measuring consumer response to these digital promotions to inform future marketing strategy

MaxPoint optimized the campaign by focusing on neighborhoods showing the highest response rates.

Taking Advantage of New Customer Insights

At the same time, MAXPOINT’S platform drew new insights from high-responding neighborhoods throughout the campaign’s regions. Besides the intended consumers, white, non-Hispanic adults also responded to the digital promotions in high numbers. Among all consumers, ad responders proved willing to travel up to 10 miles to reach the fast food brand’s franchises and tended to have household income between $60,000 and $80,000. These new insights helped MAXPOINT refocus its strategy to reach ready consumers across demographics and within the ideal radius. By taking advantage of this mid-campaign analysis and optimization, MAXPOINT saw a 44% higher ad response rate over the course of the campaign. The fast food brand also gained a larger and deeper understanding of its top customers in these regions—invaluable insight for future marketing efforts.

The fast food brand also gained a larger and deeper understanding of its top customers in these regions—invaluable insight for future marketing efforts.

Learn more about Hyperlocal Digital Strategies in our April 23 WEBINAR: The New Multicultural: Hyperlocal Digital Strategies for National Advertisers.

Analyzing Response for Greater Results

Agility drove a big win for the fast food brand. By responding quickly to the deeper insights that MAXPOINT’s technology revealed, the fast food brand created higher awareness among its top consumers in the near term and richer customer understanding to guide long-term strategy.

Responder Profile

  • African American and white, non-Hispanic adults
  • Regular buyers of fast food
  • Living within 10 miles of franchise locations

This series of articles about Hyperlocal Digital Strategies is brought to you by MAXPOINT. The prior article published was How “Mobilecultural” Advertising Can Make or Break a Campaign. Four additional targeted articles will be published every other Thursday. MaxPoint provides a leading business intelligence and digital marketing solution that enables national brands to drive local, in-store sales. The company’s proprietary Digital Zip® technology and the MaxPoint Intelligence Platform predict the most likely local buyers of a specific product at a particular retail location and then execute cross-channel digital marketing campaigns to reach these buyers. MaxPoint has worked with each of the top 20 leading national advertisers and each of the top 10 advertising agencies in the United States as ranked by Advertising Age. For more information, visit www.maxpoint.com, follow MaxPoint on Twitter @maxpoint_int, and subscribe to the OnPoint Blog.

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