November 24, 2009
Citi Mobile en Espanol Spanish Smartphones
Hispanic consumers now have even more options when it comes to their everyday banking. Citibank has just launched Citi Mobile en Espanol to enable customers who prefer to bank in Spanish to do so from their smartphones. The Spanish-language service lets customers manage their accounts, pay bills, locate Citibank branches and more – all from the convenience of their cell phones. Citibank is the first major U.S. bank to offer mobile banking in Spanish.
“Citi Mobile en Espanol offers our Spanish speaking customers the ability to bank anywhere, anytime on their smartphones,” said Liza Landsman, Executive Vice President, North America Internet & Mobile, Citi. “With Hispanic customers making up almost one-quarter of our customer base, the service makes banking even easier for this important and growing audience.”
Hispanics are among the most active mobile Web users in the United States. According to a recent independent report on Wireless Internet Use from Pew Research, nearly one-half of English-speaking Hispanic consumers reported accessing the Internet via a handheld device in 2009.(i) Of these consumers, about 29 percent reported going online “on a typical day” through a mobile device.(ii)
Citi Mobile en Espanol mirrors the functionality of the English-language Citi Mobile for Smartphones. It is accessed via the same convenient URL as the English version, www.citi.com, from any mobile device. Using Citi Mobile en Espanol, users of web-enabled mobile devices including BlackBerry® smartphones, Palm® devices and iPhone(TM) devices can easily do all of the following in Spanish:
Posted by Ahorre at 08:01 AM
November 18, 2009
Yahoo Marketing Mobile en Espanol
Mobile Marketing - Yahoo is making its Spanish-language counterpart, Mobile en Espanol, available on more than 1,900 mobile device models. The Spanish-language mobile homepage is customized for the specific needs of the U.S. Hispanic consumer, delivering what Yahoo says is a highly engaging mobile internet experience. The site allows users to bring together their favorite content and services from across the internet to create a personally relevant mobile experience, Yahoo says. It offers mobile search, Spanish U.S. and global news, email and social networking connections, sports, local information, RSS feeds, weather, stocks and horoscopes.
It will also be offering advertisers a variety of mobile advertising opportunities and advertising formats.
Several other recent campaigns have used mobile to reach U.S. Hispanics. HBO PPV, for example, used HipCricket’s Hispanic Mobile Marketing Network to promote the Mayweather-Marquez fight and generate opt-ins for its mobile VIP club. Consumers were asked to text “PELEA” (FIGHT) for a chance to win a signed boxing glove. They received an SMS message inviting them to join the club - an offer on which 12.9% clicked. Of those, nearly 70% opted in.
A similar Rite Aid campaign, which provided coupons when consumers texted “MARCA” (BRAND), garnered a 7.6% clickthrough rate. Other brands running recent Hispanic-targeted campaigns using HipCricket include Harley-Davidson, Arby’s, and Cheetos.
HipCricket estimates this market has a buyer power that will exceed $1 trillion in 2010.
Meanwhile, Orange Advertising Network - an ad sales house in Europe that is home to 20 Hispanic publishers - is making a similar play for the online Hispanic ad market in the U.S. and Latin America. Its ad tools include site-specific placements, run of network, category affinities, customized branded entertainment and direct-response campaigns. Its network also includes the starMedia portal, Spil Games and El Mundo online, one of the biggest newspapers in Spain.
A wealth of research statistics affirm the the growing presence of digitally savvy Hispanics. The online U.S. Hispanic population reached a record 20.3 million visitors in February 2009, according to comScore. The Hispanic online demographic is expanding more than 50% faster than the overall U.S. online population. Hispanics now make up 11% of the total online population.
Market researchers are also examining trends among U.S. Hispanic mobile users and finding similar growth. Mobile internet use among Hispanics is outpacing that of all other groups, with 88% of Hispanics consuming content on their mobile phones, according to a comScore MobiLens’ custom report cited by Yahoo, writes MarketingVOX
Posted by Ahorre at 07:45 AM
April 28, 2005
Johnson & Johnson Hispanic Trailer Cross Country Tour
Adage In a grassroots campaign to get its health-care brands in front of more Hispanics, Johnson & Johnson is sending a 53-foot-long trailer exhibit on a 34-week cross-country tour to 100 Wal-Mart stores and 20 Hispanic fiestas.
Posted by Ahorre at 06:32 AM
February 06, 2005
SMS Mobile Marketing
Frost & Sullivan, a software industry market research firm, released the results of a study touting the potential and effectiveness of mobile marketing as a method of reaching and engaging consumers.
The study, entitled "An Insight into the United States Mobile Marketing & Short Code SMS Markets," predicts dramatic growth in the number of short messaging service (SMS) subscribers and the number of subscribers participating in SMS campaigns, as well as touting the high response rates to SMS-based campaigns.
Frost & Sullivan predicted that the number of U.S. SMS subscribers was expected to increase to 75.5 million by the end of 2007, from 26.4 million in 2003. The number of those subscribers participating in short-code SMS campaigns--which allow mobile marketers to use shorter, easier-to-remember numbers, rather than full 10-digit numbers as the contact numbers for their campaigns--is likely to increase from 9 million to 35.9 million over the same period, the study predicted. Short code SMS campaigns are commonly used for online votes, quizzes, sweepstakes, and mobile coupons.
The study also found that opt-in SMS-based interactive campaigns have a much higher response rate than other channels. The study stated that those campaigns might see response rates as high as 70 percent, compared to the average click-through rate of Internet ads of about 3 to 6 percent on average.
Tom Burgess, CEO and founder of Third Screen Media, one of the leading mobile media-buying firms, said that his firm's campaigns haven't hit the 70 percent mark, but they've enjoyed a high response rate nonetheless; the campaigns run at 5 percent on average, with their most recent campaigns exceeding 8 percent. The highest response rate for a mobile marketing campaign that Burgess had ever heard of was 25 percent.
The study was bullish about the growing popularity of mobile marketing, stating that SMS campaigns are increasing in popularity, and will help increase revenues for involved companies.
Burgess agreed that mobile advertising was a quickly growing field. "What I am seeing is a lot of marketers who are starting to initiate some form of direct response campaigns that include mobile," he said. "There's no doubt that the media world is climbing on to the mobile bandwagon." JupiterResearch Analyst Niki Scevak agreed that mobile devices are a good method for getting customers to respond and interact with ad campaigns, but warned against using them as a method to deliver advertisements.
"In terms of allowing consumers to respond to ads, it's a wonderful response mechanism," Scevak said. "But the personal nature of a mobile phone and the interruption it would entail, not to mention the extremely limited creative formats available, makes it a very poor delivery mechanism for advertising."
By Shankar Gupta
Courtesy of
>http://www.mediapost.com
Posted by at 02:23 PM