E-Mails: According to MailChimp the average CTR they receive through their millions of email marketing campaigns is a pretty meager 4.2%. So in real terms for every 1000 people who see a link within an email, about 40 will click on it.

Text Messages: According to the American mobile marketing TextBoard, the average click through rate on marketing text messages is a much larger 19.3%. That sounds very impressive right? However when you consider that many may not have a smartphone and therefore not capable of running a web browser, the CTR is even more impressive. In real terms for every 1000 people who view a link within a text message about 200 will click on it.

With that percentage of 19.3% in mind it's also worth looking at the CTRs in other slightly less comparable forms of digital marketing. Here's the data:

Google Ads: For those that have run a Google AdWords campaign you will be familiar with the sort of CTR you get. It depends on the ad and the audience but the average is about 0.4%. So in real terms for every 1000 people who see the ad about 4 people will click on it.

Banner Ads: A 3% CTR would be considered exceptionally successful with averages somewhere around the 0.2 to 0.3 percent in most cases. Again this depends on the ad in question, where it's placed and how relevant it is to the audience. In real terms for every 1000 people that see the ad about 3 will click on it.

Facebook Ads: As Facebook tries different ways to display their ads their CTR varies from ad type to ad type and from year to year but a 2010 independent report by Webtrends showed that the average CTR for Facebook ads was 0.051%. Again in real terms for every 1000 people that see the ad you are not guaranteed even a single click!

Obviously banner ads, Google AdWords and Facebook Ads are a somewhat different marketing medium than mobile or SMS marketing, but to compare the figures is still relevant and interesting. Email marketing on the other hand is very similar to mobile and SMS marketing in as much as the recipient has the prerogative to open it or not, and once open, to click on any links or not.

Another massive advantage to embedding links in your mobile marketing text messages is that each person who clicks on the link you then know they own a smartphone which allows you to send them further more relevant content which may also contain embedded web links. In addition to that by driving those people to a mobile webpage it brings up the opportunity to gather even more data on that customer like their personal interests and demographic. This in many ways is the start of the process of building up a more holistic view on the subscriber which is where we believe the future of text message marketing lies.

Lastly, in addition to the circumstantial evidence that the mobile campaign has been successful by simple virtue of the quantity of clicks, with good web analytics in place you can accurately measure the ROI of the SMS marketing campaign by tracking the entire campaign from the sending of the SMS to the purchase of the product or service. As Ireland edges towards a smartphone penetration of 70% we see a big future for embedded mobile web pages within marketing text messages.

Article Source: http://EzineArticles.com/7390389

Brian Stephenson is managing director and co-founder of the mobile marketing company Text Republic based in Tralee Co. Kerry. Brian and his team specialise group texting and SMS marketing.

Music Choice will provide additional content behind-the-scenes and performance footage for On Demand customers during Hispanic Heritage Month and will continue to provide Xfinity TV customers with their linear Spanish music channels.

“Music Choice is thrilled to be partnering with Comcast on an initiative targeted toward the growing Hispanic audience by providing a wide array of content for this diverse audience,” said Damon Williams, VP Programming & Content of Music Choice. “We are committed to offering our partners and distributors the most diverse and robust array of content to fulfill their business needs and objectives.”

The world’s biggest social networking site is also big in Latin America, and the greatest overall number of users this year are in Brazil, where 41.5 million internet users will access a Facebook account at least monthly. eMarketer estimates nearly 28 million Facebook users in Mexico this year, and about half as many in Argentina.

eMarketer forms its estimates of worldwide social network and Facebook users based on the analysis of survey and traffic data from research firms and regulatory agencies; Facebook company releases; historical trends; internet and mobile adoption trends; and country-specific demographic and socioeconomic factors.

For more information at
And with relatively low penetration among the total population, social networks still have room to grow in the region—though better overall internet infrastructure will be needed before online socializing is as common as it is in North America or Europe. Argentina has the highest rate of social network usage among the population as a whole, at just under 38% this year, eMarketer estimates. That country will stay in the lead by this metric, followed by Brazil and Mexico, throughout the forecast period.

The world’s biggest social networking site is also big in Latin America, and the greatest overall number of users this year are in Brazil, where 41.5 million internet users will access a Facebook account at least monthly. eMarketer estimates nearly 28 million Facebook users in Mexico this year, and about half as many in Argentina.

eMarketer forms its estimates of worldwide social network and Facebook users based on the analysis of survey and traffic data from research firms and regulatory agencies; Facebook company releases; historical trends; internet and mobile adoption trends; and country-specific demographic and socioeconomic factors.

For more information at http://www.emarketer.com

The Impact Study offers an objective baseline to build upon current initiatives moving forward and tangible employee values for agencies to establish their own competitive edge. A ranking of the "Best Agencies" drawn from the 800 multicultural respondents will be announced shortly.

Key findings from the Impact Study reveal:

- 74% of multicultural respondents agree that their experiences as employees are different from their white colleagues due to their backgrounds.

- While access to key decision makers and mentors/sponsors is an important factor for all professionals, multicultural employees are much less likely to feel satisfied with their level of access.

- Most respondents (89%), regardless of ethnicity, feel that diversity in the industry needs improvement.

- African-Americans (33%), Hispanics (21%) and other ethnic groups (47%) are more likely to cite lack of racial and ethnic diversity as a very important reason for leaving the industry than whites (4%).

Respondent outreach efforts included a variety of channels including: AdAge, Facebook, Twitter, Linkedin, AAF, AHAA, AdClub, AdColor, 4As MAIP Alumni MMR, Marcus Graham, Tangerine Watson, Inc. multicultural candidate database and various advertising industry conferences, newsletters and events.

Respondent answers were collected from September 13, 2011 through December 31, 2011. The research spans all geographical regions, agency sizes, job functions, seniority levels, as well as both general market and multicultural agencies.

"The data collected as a result of the Impact Study will provide the industry with valuable insights regarding areas to focus upon as we continue to further understand and leverage the benefits of diversity of thought," said Constance Cannon Frazier, Chief Operating Officer of the American Advertising Federation. We hope industry executives will utilize the information to further their efforts to provide opportunities for young professionals from various cultural and ethnic backgrounds."

For additional information at http://www.tangerine-watson.com

As part of the conference, AHAA chair Roberto Orci, CEO, Acento Advertising along with Board members Linda Lane Gonzalez, President/CEO, Viva Partnership, Inc. and Aldo Quevedo, President, Dieste, will kick off the conference and provide a glimpse into the current state of the U.S. Hispanic Marketing industry. Throughout the event, AHAA will announce the winners of the HispanicAd.com Account Planning Excelencia (HAPE) Award, the HispanicAd.com Media Planning Excelencia (HMPE) Award. In addition, AHAA, in partnership with Nielsen, will announce the winner of the 2012 Caballero Lifetime Achievement Award.

This year, the conference will showcase two CMO Fireside Chats:

Seasoned veteran, Felix Palau, VP of Marketing, Tecate of Heineken, USA, will present "Beer: Beyond the :30 TV Commercial." He will share his unique insights on Heineken's innovative U.S. Hispanic marketing platform, the importance of the Hispanic market for Tecate and what the future holds for the brand.

Javier M. Delgado-Granados, Marketing Manager, Wal-Mart and Mark Lopez, Digital Media Executive and Head of U.S. Hispanic Audience, Google, will discuss the fascinating developments occurring in the fast-paced world of digital and the changes they foresee ahead in their CMO chat, "Digital as Part of the Marketing Mix."

There are several top-tier keynote speakers that will share their insights on a broad range of topics in these five can't-miss sessions:

John Winsor, CEO of Victor & Spoils will address the topic of advertising and crowdsourcing in his session "The Trials and Tribulations of Harnessing the Chaos of Abundance," and Steven Rommeney, Humalog T2 Consumer Brand Manager of Eli Lilly, who will discuss healthcare marketing in "Looking to the Health of the U.S. Hispanic Market: Pharmaceuticals."

The Clorox Company's David Cardona, Multi-Cultural Team Leader and Lupe De Los Santos, Group Manager of Hispanic Marketing Communications will present the "Top 10 'Truths' from a Retail Client's Perspective of Hispanic Marketing," along with concrete examples to illustrate what works and what doesn't. Both David and Lupe have been on the agency side in the past and bring a unique perspective to being a retail client.

In keeping with the AHAA tradition of showcasing the latest compelling research to help with new business development and effective strategy building, The Nielsen Company also will share their key insights on the Hispanic consumer's online behavior and its business impact with Digital CEO Jonathan Carson and his session "Online Media Measurement and Analytics - Critical Insights You Can Learn On Hispanics."

Marc Stephenson Strachan, Vice President, Multicultural Marketing USA, Diageo-North America will discuss how Diageo is infusing Multicultural insights into General market strategies in the aptly titled session, "The Diageo Mulitcultural Marketing Journey...Everybody into the Pool!" He will also talk about the client-agency relationship and the importance of coming across less like a vendor and more as a partner. After experiencing an agency career, Marc will also share how it has influenced him as a client.

Going along with the conference theme of "Listen Up!" are the results of the "People en Espanol 12th Annual Hispanic Opinion Tracker (HOT) Study: Insights into the US Latina Woman," which will be presented by Monique Manso, Publisher of People en Espanol. The study provides insights into the changing role of Latina women in the U.S. and reveals how Hispanic women continue to embrace their families, heritage, and identity as they become an increasing force in American life. Categories range from Beauty and Skincare to Computers and Internet usage.

In addition, the conference will include two exciting panel discussions from the industry's top public relations, media, entertainment and music professionals:

"Hispanic Public Relations: Creating Brand Evangelists with Engagement and Trust," will include panelists Solomon Romano, Head of Hispanic Marketing, Delta Dental, 2011 Public Relations Society of America (PRSA) Chair & CEO Rosanna Fiske, APR & Director/Professor, Florida International University, Natalie Boden, Founder & President, BodenPR and Manny Ruiz, Co-Publisher of Hispanic PR Blog and Founder/Creative Director of Hispanicize 2012 discussing how to generate advocacy, engagement, trust and sales with Public Relations.

"Juventud + Migracion + Adaptacion = Music, Language & Mucho Love: The Influence of the Macro Environment in the Transformation of Consumers," will provide insight on how the ever-changing and growing U.S. multicultural market continues to influence trends and brand activations. Mariel Llenza, Director of Hispanic Advertising, AT&T Mobility, Sie7e, Warner Music, Grammy® winning artist, Robert Isaac, Director of Music Programming, Mun2 and Xavier Alvarado, VP, Programming, WHKQ KQ103 FM will present what factors have most impacted them, how they've modified their strategy and how a common trend (i.e. Spanglish) has helped them unite forces in order to reach a new generation of audiences.

AHAA is also pleased to be collaborating with the Interactive Advertising Bureau (IAB) in organizing a series of Media & Digital Workshops during the conference for the second year in a row. Attendees at the AHAA Annual Conference will enjoy an exceptional content line up that cleverly merges AHAA's Hispanic marketing and advertising expertise with IAB's supreme online advertising and digital media knowledge base.

Finally, the conference will conclude with the presentation by AHAA and Circulo Creativo of the inaugural U.S.H. Idea Awards, recognizing stellar achievement in work created by U.S. Hispanic agencies and directed at Hispanic audiences. The award ceremony will take place at the prestigious Adrienne Arsht Center for the Performing Arts in Miami.

"This year's conference is unlike any other," said Roberto Orci, chair of AHAA and CEO of Acento. "The premise of 'Listen Up!' is to provide our attendees with unprecedented access to A-list brands who are sharing their insights and applications for successful Hispanic marketing. These best business practices serve to not only foster creativity but also provide strategies to strengthen the client-agency experience."

For more information on AHAA's annual conference and to register, please visit http://ahaa.org/default.asp?contentID=353 .

About AHAA: Founded in 1996 and headquartered in McLean, VA, the Association of Hispanic Advertising Agencies (AHAA) is the national organization of Hispanic-owned and-managed firms united to promote the growth and strength of the Hispanic marketing and advertising industry to the private and public sectors. AHAA is raising awareness of the value of the Hispanic market's many opportunities while enhancing the professionalism of the industry. AHAA agencies lead the industry with collective capitalized billings exceeding $5 billion - more than 90 percent of the entire U.S. Hispanic advertising industry. Only AHAA agencies have the blend of cultural understanding, market knowledge, proven experience and professional resources that make them uniquely qualified to communicate with Hispanic consumers. These capabilities and skills offer the potential for Hispanic market success that's available nowhere else.

SOURCE AHAA: The Voice of Hispanic Marketing

March 2012 PRNewswire -- Hispanic Group, an independent, minority-owned agency that specializes in customized communications solutions across all disciplines of advertising, traditional, digital and social media, branded content, direct response services and experiential marketing to the varied and fast-growing segments of the Hispanic population, today sought to shed light on the six types of Latinos living in the U.S., based on the widely-popular Ipsos U.S. Diversity Markets Report, which released the latest edition this week. Understanding the six segments within the vast Hispanic population in the U.S. can be crucial in marketing and advertising, but can also help create a clearer picture of who may ultimately swing the vote in November.

"There are four fundamental topics that are of interest to Latinos: immigration, education, health and employment," said Jose Luis Valderrama, President and Founder of Hispanic Group. "But how those are ranked in order of importance varies from one ethnic group to another and ultimately how they have assimilated in the U.S."

Latino groups in the U.S. run the gamut and can be crucial for a brand to recognize whether they are targeting a Latino consumer who has lived in the U.S. for more than a decade, speaks mainly English and loves to tweet or one who arrived in the U.S. last week, speaks only Spanish and doesn't text.

The model of acculturation created by Ipsos is outlined in the U.S. Market Diversity Report, which is now in its 15th edition. The report is published every other year and covers demographics and market characteristics for the rapidly growing Hispanic market. The acclaimed report breaks down Hispanic populations into segments from mostly acculturated (no distinction from a native born) to unacculturated traditional Latinos (who resist the American way of life). The six distinct segments have far-reaching marketing and advertising implications, which can be vital in deciding a target audience.

The key difference between the segments is cultural tension, which explains why people acculturate at all and to what extent, according to Ipsos. Partially acculturated Latinos comprise 63% of the Hispanic adults. The majority of those are foreign-born, have lived in the U.S. on average 18 years and are half consider themselves Spanish-dominant.

Products and services that emphasize life in the U.S. from a Hispanic perspective will be most attractive to the median group. But a one-size fits all approach just won't cut it across the spectrum.

Hispanic Group has been working with Latino consumers and brands for more than a decade and has expert knowledge of how to craft meaningful messages to reach Latinos centered on the concept of ultrasegmentation, a term they coined. The theory of ultrasegmentation consists on filtering demographic information on Hispanics in the U.S. to offer customized advertising solutions that garner maximum reach and frequency.

"In previous elections candidates from all party lines have talked about immigration reform, but it has proven too divisive and polarizing for either party to resolve. The deciding factor to win the Latino vote in the upcoming elections won't be based on language, but rather the platform that is most aligned with a group's stand on the issues that matter most," added Valderrama.

Like on Facebook and follow Hispanic Group on Twitter HispanicGroupHG for further insights and commentary on the six types of Latinos.

SOURCE Hispanic Group http://www.hispanicgroup.net

Broadcast-Only/Broadband Homes in Focus

Though less than 5 percent of TV households, homes with broadband Internet and free, broadcast TV are on the rise—growing 22.8 percent over last year. These households are also found to exhibit interesting video behaviors: they stream video twice as much as the general population and watch half as much TV.

Whether they’re cord-cutters or former broadcast-only homes that upgraded to Internet service, these homes represent a very small but growing group of U.S. consumers. Interestingly, roughly the same percentage of consumers in broadcast-only/broadband homes watch traditional TV, stream or use the Internet as in all cross-platform homes; the difference between these groups falls to time spent on these activities. Even broadcast-only/broadband homes spend the majority of their video time watching traditional TV: 122.6 minutes, compared to 11.2 for streaming on average each day.

For more information at http://www.nielsen.com

holaciudad.com announced that Hector Castillo has been hired as the Digital Social Media Marketing Manager, a newly created position, for the Spanish-language web portal. He previously managed the digital extensions for HBO Latin America's programming, where he was successful in building out a mobile application for HBO Max. He is based in Miami under the leadership of Blanca Recio-Martinez, holaciudad.com's General Manager.

Digital advertising dollars were nearly unchanged during the fourth quarter 2011 compared to the previous quarter. When agencies were asked about client focus, 81% said more than a year ago, which is actually down 4% from the previous quarter. There is also significant confusion around Digital due to the fact that agencies still say clients don't understand the value (54%). On the social front, Facebook continues its dominance in ad campaigns with 89% of agencies planning to utilize the medium for clients (followed by Twitter (39%), YouTube (36%), LinkedIn (21%) and Google Plus (18% - up 28% over 3Q 2011).

Agencies reported Mobile advertising during the fourth quarter 2011 was up 39%. The iPhone remains the top choice as reported by 83% of agencies surveyed, though Android continues to close the gap, up 32% over third quarter 2011 and up 50% over the fourth quarter 2010. Although the iPad is still third for Mobile advertising, 76% do say that with Apple and Amazon continuing to focus on building tablet content, there will be an increase in interest in advertising on the newer medium.

The STRATA Survey reveals that the top medium of choice for clients in the fourth quarter was Spot TV (Broadcast and Cable) as reported by 51% of agencies surveyed. Digital was second at 31%, which is down 9% from third quarter 2011, followed by Spot Radio (8%). Spot TV (Broadcast) continues to be an area of interest as 28% of respondents said that they are more focused on it than a year ago, up 12% over fourth quarter 2010. As for Spot Cable, 26% say they are more focused on it than they were a year ago, which is up 66% over last year.

"The key word for advertisers in 2012 is growth," said John Shelton, CEO/President of STRATA. "Agencies started to reap the benefits of balance sheets turned in their favor during the fourth quarter 2011, brokering a bright early 2012. The STRATA Survey shows that many advertisers are confident that their business and the economy will return to a strong period by midyear. That sentiment, coupled with strong numbers from the political race, provides an overall positive barometer for advertising in 2012."

Client Attraction remains the biggest agency challenge for the second straight quarter according to 37% in the STRATA Survey. Client spending was the next area of concern with 19% reporting, however it is not nearly as much of an issue as it was in the third quarter 2011, with a decrease of 13%. A growing issue identified by 16% of agencies is advertising costs, which is nearly double the amount reported a year ago. Determining ROI is the top issue in measuring campaigns (47%), followed by Merging Digital and Traditional (41%).

Other prominent findings of the STRATA survey:

42% say their 2012 political ad spend will be more than 2010.

46% say that during the political season they will advertise in alternative mediums to avoid competition by politicians (41% will compete with politicians for space).

49% said they project the 1st half of 2012 to be better than the last half of 2011 (46% also see business increasing compared to the same time last year).

4% say that it will be 3-5 years before there is a greater spend in Digital than Traditional media (that's a 50% increase over 3Q 2011); but 38% still feel that shift will not ever happen.

Android is the second most popular mobile advertising choice at 71%; iPad remains third (46%).

For mobile advertising the top option is Display (46%) followed by SMS (25%, but up 61% since 4Q 2010).

44% are somewhat interested in self-service inventory of Digital assets.

Only 4% said they are more focused on Print than they were a year ago.

For more information at http://www.gotostrata.com

The explosion of social and digital marketing, although enabled by technological advances, is fueled by consumption. Who is creating its future? I would argue that largely multicultural consumers in the U.S. and global consumers in emerging economies are driving the future of social and digital marketing. These segments are both lead (who influence other consumers) and heavy (who consume most) users.

o For example, Hispanics over index (263%) as viewers as content creators in YouTube

o Another example is Twitter, a study by Pew Research shows that both African Americans and Hispanics over index in Twitter usage.

o A Forrester study also showed that Hispanics tend to over index in all type of social media, e.g. Facebook.

From this perspective, here are my top predictions for multicultural digital/social media in 2012 that will also drive the overall market:

Original content: So far social media has thrived by 'retweets' and 'comments' on aggregated content that gets shared. Although creators of new ideas and content are increasingly difficult to track, the pressure for authenticity and newness will spark a rediscovery of true new content. Latinos, with their rich and varied cultural heritage; African Americans and their continued position as trend setters; and the many cultures from different Asian countries represented in the rapidly increasing foreign populations in the U.S. are/will be main content creators in science, entertainment, social issues and business.

Multi- Languages: For those who are addicted to translation software programs with all their convenience and inaccuracies, true multi-lingual high quality content will evolve. Spanish content is starting to increase with digital properties from Spanish-speaking countries getting some traction. Content in Arabic and Chinese languages will continue to increase as local regions get more internet access. (E.g. Sino, Orkut, Baidu, Vevo, Alibaba, Yahoo EnEspanol, Google Brasil, etc)

Personal 'clouds': Cloud computing will become personal. The hard drives of our PCs and smartphones will no longer be enough to hold massive gigabytes of video content and other types of evolving rich multimedia (e.g. augmented realities). Capabilities such as large storage, categorization and transparence of access across devices, will become paramount at the individual level.
Mobility everything: Already recognized as the most important personal belonging in our lives, cellular devices with inherent 'everywhere' reach, real-time, and interactive features will continue to thrive. Studies show that Hispanics today already over index in advanced phones ownership and usage.

Global/Local and Total Market/Hispanic:

Top marketers are finally discovering that reaching multicultural segments is not an 'either or' proposition but rather a matter of allocation. Examples such as Coca Cola's “Uncover Happiness/Destapa La Felicidad” program, become marketing platforms that cohesively address key brand messaging at the local and global level, and also go deep into the Hispanic market in an integrated and yet authentic new U.S. mainstream approach.

Metrics Galore: Or should I say lack of? As 'general' social media and digital marketing metrics evolve, huge gaps will continue to exist in the ability to clearly compare and contrast ROI in Hispanic specific, integrated English/Spanish, or 'total market' campaigns and programs. Smart companies, like P&G and General Mills, will forge ahead experimenting with new measurement models that demonstrate the obvious value of investing in these segments. Others may continue to use this as an excuse.

To be able to create the future, we have to be willing to think 'different'; for example, to accept diverse market realities. An honest and deep examination of the underlying forces behind key 2012 predicted trends may be the most meaningful way to prepare, if not create, the immediate future.

Feliz 2012!

In January 2012, one birth is expected to occur every eight seconds in the United States and one death every 12 seconds. Meanwhile, net international migration is expected to add one person to the U.S. population every 46 seconds in January 2012. The combination of births, deaths and net international migration results in an increase in the total U.S. population of one person every 17 seconds. http://www.census.gov

The US Hispanic Marketing Summit that is scheduled to be held on February 27-29, 2012 in Miami, FL. The forum has come about in response to the US Hispanic buying power reaching $1 Trillion annually and our delegates seeking to create marketing campaigns that address this market to tap into their buying power. Please find attached a copy of the event brochure and a link to the event website that outlines the structure and a list of people who are confirmed to be attending.

This is just a few of our deliverables that we offer to our partners and by no means is this all that we offer but I just didn’t want to overload you with too much information at once. If you have any further questions or concerns please feel free to contact myself at the number listed below. I will follow up with yourself tomorrow to see if this is something you would like to pursue.

I look forward to discussing in greater detail how you are able to provide solutions to our active buyers who are serious about seeking solutions to their Hispanic Marketing needs.

Best Regards,

Dale Powell
Sponsorship Executive

IQPC, North America 535 5th Avenue, 8th Floor New York, NY 10017
Direct: 212.885.2704 Fax: 212.885.2723
Email: dale.powell@iqpc.com

“We are really excited about our new flavor as it combines a hint of the delicious caramel flavor rooted in Latin American culture to the already great-tasting, wholesome Cheerios we all know and love,” said Jim Wilson for General Mills. “And the best part of our new breakfast treat is that Dulce de Leche Cheerios provides a healthy start to your day like any of our other Cheerios varieties.”

SES Latino Registration - In the past decade, the U.S. Latino population grew by 43%, surpassing 50 million and accounting for about one out of six Americans. What's more, there has been an increase in Latino media spend of 8.4% to a whopping $6.8 billion in the year 2010. (Compared to a 6.5% increase for all U.S. media, according to Kantar Media.) SES Latino 2011 will be taking a critical look at ways to grow your brand and maximize your results in this burgeoning marketplace. Our elite panel of experts, spanning the gamut from brands to agencies, will provide you with an in-depth look at their strategies, insights and best practices. Learn about the cultural nuances and their impact on the way this marketplace behaves online, the role of bicultural Latinos as online influencers, how to deal with the language barriers (English, Spanish, Spanglish) and the differences and similarities between Latinos and general market consumers.

Keynote Speaker: Bryan EisenbergBryan Eisenberg
The Future Shopper: Keeping Ahead of the Ever Evolving Customer

Get Search Smart:

Learn how search engines rank web pages and optimise yours to out-rank competitors
Discover new methods of link building to keep your brand in front of your customers
Increase traffic via organic listings and avoid "spam" penalties
Optimise and rank better with pay-per-click campaigns
Improve user experience and increase conversions by testing and tuning landing pages
Track performance and maximize ROI using free and paid analytics software
Network with peers and experts to learn the latest tips and trends

Attendees may choose to attend one of the three sessions offered during this time.

Busqueda y Redes Sociales
Construcción de enlaces (Link Building)
Descubra cómo los servicios de búsqueda usan el análisis de enlaces (links) como un componente importante para determinar el orden de paginas. Usted también aprenderá cómo aumentar el tráfico a su sitio con la construcción de enalces (links) de alta calidad.

Introduction to Social Media - Social media has become a major piece of the search marketing puzzle and is changing the way we work, communicate and live. Companies are amazed by the influence social media is having and want to understand how to use it effectively. This session is designed to guide you through the complex landscape of social media and how it relates to your brand or web property. You'll learn about the leading sites, the functionality they provide, and best practices for interacting in these virtual places. You'll also come away with some valuable tips on how to effectively leverage your brand, services and products in different social media environments including Facebook, Twitter, LinkedIn, FourSquare, YouTube, Flickr, Wikipedia, Review Sites, Digg, and more. The session will also include suggestions how to integrate social media with other channels of online marketing effectively.

Solo presentation by:
Liana Evans, Author and Co-Founder & CEO, LiBeck Integrated Marketing

Practitioner Sessions
Web Analytics and Conversion Optimization Strategies for the Latino Markets
So your organization has decided to start a marketing effort aimed towards Latinos. How do you measure those efforts and what kinds of campaigns should you launch when reaching such a diverse group? You know it's important to measure performance of your digital marketing when you enter new markets, but what should you expect? How should you define success? And once you've launched your programs, what tactics can you use to improve the results? This session will cover the use of analytics tools and how they can be used to measure initiatives conducted in both the US Hispanic markets and in Latin America. We will also explore how organizations can turn these consumer insights into action when running multi-channel campaigns, multi-lingual websites sites, across multiple diversity segments. Finally, we'll share some examples of how to use A|B testing when reaching Latinos.

Solo presentation by:
Paul Lima, CEO, Lima Consulting

Attendees may choose to attend one of the three sessions offered during this time.

Busqueda y Redes Sociales
Investigación de palabra clave (Keyword Research)
¿Cuántas palabras claves (keywords) necesita usted tener en su cuenta de anuncios pagados (paid search) ¿Cuales palabras claves (keywords) son las que sus clientes están usando para sus búsquedas en la web? ¿Cómo es que los clientes encuentran los productos después de que llegan a su sitio? Esta sesión avanzada demostrara cómo usar las palabras claves (keywords) correctas en sus campañas de anuncios pagados y en su mercado de búsqueda orgánica (organic search), y aprendan donde estas palabras claves (keywords) se deberían utilizar.

Speaker:
Ani Lopez, SEO Manager & Web Analytics Consultant, Cardinal Path

Introduction to SEO - Search has one of the lowest customer acquisition rates, simply because it is a "pull" medium, allowing people to find you when they need you. Search engine optimization will help you position your website properly to be found at the most critical points in the buying process. This SEO overview will help you understand what the search engines are looking for, and how the principle of building your site for your customers will also please the search engines. In clear, non-technical language, you'll learn the latest optimization trends along with the best practices necessary to make an immediate impact on your internet presence and website profitability.

Practitioner Sessions
Facebook Targeting Tactics -What can you do with a social network that has over 700 million members? Find out as these accomplished Facebook marketing experts share their "killer tactics" for harnessing the real marketing and ecommerce potential of advanced Facebook Advertising, Fan Pages and Groups. Find out what some of the most successful Facebook marketing campaigns have in common and what tools can help make your social networking efforts pay off with killer results.

Speaker:
Liana Evans, Author and Co-Founder & CEO, LiBeck Integrated Marketing

Attendees may choose to attend one of the three sessions offered during this time.

Busqueda y Redes Sociales
Las Redes Sociales en el mercado latino (Social Media in the Latino Marketplace)
Como Giovanni Rodríguez de Deloitte Consulting recientemente escribió en su columna de ClickZ, Los latinos son más receptivos a la publicidad en la web, más abiertos a las nuevas tecnologías, más abiertos a la participación de los medios de comunicación social, y más abiertos a la compra de dispositivos de nueva tecnología. ("Latinos are more receptive to online advertising, more open to new technology, more open to social media engagement, and more open to buying new technology devices.") No hay duda de que los latinos están cada vez más influyentes en la área de comercio en la web. Únase a nosotros en esta sesión en la cual vamos a describir cómo conectarse a este grupo que esta emergiendo rápidamente con el uso de blogs, redes sociales y hasta sitios para compartir videos. Nosotros los ayudaremos a entender y conectarse con este público y ofreceremos consejos y las mejores prácticas para asegurar que sean capaces de alcanzar sus objetivos en este enorme mercado y de crecimiento veloz.

Speakers:
Lorena Amarante, CEO & Co-founder, OM Latam
Lazaro Fuentes, VP of Strategy & Business Development, alOt.com

Introduction to Paid Search - Paid placement is a form of search advertising that provides a top ranking in return for payment. Every major search engine offers a paid placement program. Learn what's available in this session that is especially geared toward beginners, with details on programs from major providers and advice on how to succeed.

YouTube Optimization Tactics - Online video marketing is a crucial component of any successful campaign focused on the Latino marketplace. This session will illustrate successful video marketing case studies, specific optimization tactics and YouTube networking advice that can help boost your video marketing projects to the next level.

Speaker:
Jonathan Allen, Director, SearchEngineWatch

Industry Keynote Panel
This is it - we've arrived. The 24/7 always connected consumer. And much as this brings so many more opportunities for marketers, it brings challenges too. Much of the received wisdom in marketing circles is undergoing reconsideration. The nature of consumer and business markets is going through major change.

Innovation in display advertising moves at pace. Banner blindness has been cured by relevancy and timeliness. Exchange traded media is changing the field of media planning and buying. Ad exchanges and real-time bidding inventory sources are rapidly emerging. And ad technology vendors and creative agencies are devising new ad units.

Social media and mobile apps all the more will see end users sidestepping the browser. And location-based services are beginning to provide newer opportunities in point of sale, couponing, and suggested discovery. Consumers are attracted to rapidly emerging third party information providers, through collaborative product review and price comparison services.

Connected Marketing is much more about the change in consumer behavior than it is about the technology available. This new generation conveniently leaves behind a huge data trail which is pure nectar for marketers. But at the same time, the end user is beginning to push back as privacy issues become more of a concern.

This panel of leading industry players in the online advertising sector will assess the current state of play and how the possibility of convergence may be closer than we think.

Speakers:
Manny Miravete, Industry Manager, US Hispanic Audience, Google
Giovanni Rodriguez, Digital and Social Strategy, Deloitte Consulting LLP

By: Laurel Wentz May 16, 2011 - As Hispanic media owners aggressively push the latest Census data to encourage marketers to spend more money in their segment, Univision Communications is ramping up its client-development group, doubling spending on the in-house unit to $20 million and adding about 20 new hires, many from senior roles at major marketers such as Hyundai and Mars.

The Spanish-language media company is setting up category teams to focus on areas with major growth potential like auto, entertainment, restaurants and health care. For the auto team, Univision has hired 12 people who spent their careers on either the client or agency side in car marketing, including two researchers. The new auto team is headed by Paul Sellers, formerly VP-marketing at Hyundai.

"We're the McKinsey of Hispanic consulting, but we're free," said Lisa McCarthy, exec VP of the client-development group.

Univision takes some clients on immersions to learn about the Hispanic market, putting up to 40 people on a bus for the day and stopping at three different retail outlets, followed by a debriefing. "There's only so much you can do in a PowerPoint," Ms. McCarthy said.

For some clients, the experience pushes them to add Hispanic marketing to their budgets. Since Univision started the group three years ago, Kraft has gone from advertising four of its brands in the Hispanic market to about 12 now, she said. And a virtual Hispanic marketing war has broken out among cereal marketers, with Kellogg jumping from advertising one brand in the Hispanic market to about 10 when General Mills started adding heavy Spanish-language advertising for multiple cereal brands.

Univision is also forming an agency-development team for the first time, and has hired Cynthia Ashworth, a former agency exec who was most recently VP-consumer engagement at Dunkin' Donuts, to lead it. "About 90% of our work has focused on clients," Ms. McCarthy said. "We now see a need and opportunity to help creative, media and digital agencies build their capability in Hispanic."

That's a potentially controversial move given the resentment some Hispanic agencies feel about general market agencies' efforts to poach their clients. "Overall, Hispanic agencies believe our efforts are growing the market," she said.

The pharmaceutical category, which does little Hispanic marketing, poses a particular challenge for Univision. "You have to reach the person who's lying awake at night thinking about growth opportunities, but in pharma, it's hard to get to those people," Ms. McCarthy said.

Part of the job is debunking myths about Hispanics. Campbell, for instance, may still believe that Hispanic moms prefer to cook from scratch and won't use canned soups. (Campbell isn't a Univision advertiser.)

"They're putting their money where their mouth is," said Teresa Wakeley, national media and diversity marketing manager at Volkswagen of America, which spends 15% of its ad budget on Hispanic. "They have quite an extensive team now with experience across auto marketing and have hired senior-level people.
One of [Univision's] key strengths is that most [client] companies don't have the bandwidth to roll up their sleeves and do the research to make senior management realize how important Hispanic is."

For VW and Ms. Wakeley, who was new to Hispanic marketing when she joined the carmaker three years ago, Univision comes in and brings VW's team up to date, including a deep dive into Census data. They also help with one of her current goals, to convince dealers to do more Spanish-language advertising of their own.

Article feedback by Richard Mazloom Ad Agency Marketing, Market Research Wayne, NJ

May 17, 2011

The approach is very interesting, and any efforts to expand Hispanic marketing by any client must be applauded.

When the Univision team needs to answer the ultimate questions on tactics, media solutions, and media selections, do they recommend any media opportunities or tactics that are not Univision owned or partnered?