April 16, 2010
Direct Response Hispanic Marketing Spanish Online
Two bits of good news regarding online "Direct Response" and Hispanics. First, Engage:Hispanics is keeping up the dialog on this issue. I believe it to be the most important growth opportunity in the Hispanic market, and not because of the revenues it may generate for advertisers and their agencies. This growth will continue to be organic for a few more years, because of the impact it is having on Direct Response TV (DRTV) campaigns, or what my friend and colleague, Jose Villa at Sensis, recently referred to as "the performance industry."
And the second piece of good news ... we are actually beginning to see scalable evidence of this phenomenon. In the last year alone, Mercury Media en español has integrated an online component to three campaigns on a test basis. Of these, in varying degrees, proved to be unexpectedly successful.
Each campaign had a few threads in common. Online leads were directly source-able to a Spanish-language television campaign. All three sites were in Spanish or had an in-language component. And we had managed our clients' expectations.
The result ... online conversions from leads that were sourced directly from Spanish-language television represented as much as 30% of total sales in any given week. WOW! This is as close as you get to found money.
I have been active in the Hispanic electronic retailing marketplace for about five years now, and I have never seen the kind of activity that I am beginning to see on the web today. Being part of a larger general market enterprise, I am privy to the online performance metrics of our clients' campaigns in the general market. I have a real, albeit anecdotal, benchmark measure of what percentage of television-driven leads result in online vs. call center sales.
What makes the Hispanic results described above even more notable is that on average 30%-50%, of all general market DRTV sales are actually converted online, as opposed to a live operator or automated call center.
I am talking about sales generated from over $250 million in hard core "as seen on TV" products. DRTV specialists that serve our industry in the online space such as Ignite Media, Infomercial.tv, and Livermercial.com, have all contributed to the "science" of converting leads to online sales.
The immediate conclusion (recognizing that this is a very small sample size) is that Hispanic DRTV campaigns are approaching the economies of scale of general market campaigns when it comes to their ability to generate web leads and convert them to sales.
Makes me wonder how many sales we bilingual Hispanics might also be generating on general market sites? Without being able to source them we will never know. As an industry we still struggle with how to measure and make e-commerce work in the Hispanic marketplace because online usage metrics clearly do not jive with the absence of in-language commerce.
This is a question for another day. But the parity in performance between these three initial Hispanic tests and the general market make one point loud and clear. In-language online commerce is literally around the corner. And its best friend is DRTV.
Until we figure out the profitability of online performance marketing on its own merits, we can take immediate comfort from the knowledge that integrating online to a DRTV campaign can significantly impact the profitability of the TV spend. And this is why it may prove to be the most significant growth opportunity for all advertisers in the U.S. Hispanic Market.
Posted by Ahorre at 07:40 AM
June 14, 2005
The Hispanic Youth Market
Hispanic Business - The median age for Hispanics was 26.7 in July 2003, compared with 35.9 for the overall U.S. population, according to the Census Bureau. Most demographers predict faster growth among young Hispanics than among other young ethnic groups for the next decade.
34.1 percent of Hispanics are younger than 18 (compared with 25.1 percent of the total U.S. population). In 2001, the fertility rate (the average number of children each woman will have during her lifetime) for Hispanics was 2.4 – higher than the national rate of 2.1, which also represents the natural replacement level. Similarly, while the number of live births per 1,000 Hispanic women is 96, the total U.S. rate is only 64.2, or more than 30 points lower.
Posted by Ahorre at 11:56 AM
June 02, 2005
44% of Teens and Tweens own Cell Phones
March 9, 2005— NOP World Technology today announced results of its mKids Study, revealing that cell phone ownership has topped 16 million among teens and tweens nationwide, with almost half (44%) of 10-18 year olds in the US owning a cell phone.
In its fifth wave of tracking teen cell ownership and use in the top 25 US markets, the study found that cell phones are the newest school accessory, with ownership among 12-14 year olds increasing from 13% in February 2002 to 40% in December 2004. In addition, the majority (73%) of 18 year olds own cell phones as well, a 15% increase from 2002, and three-quarters (75%) of 15-17 year olds also carry cell phones, up from 42% in 2002.
Teens and Tweens Offer Lesson in Commitment
Nationwide, 10-18 year old mKids are loyal at heart, as few are willing to change cell phone providers. Over three-quarters (77%) are still using their first provider, and only 11% are planning to switch in the next six months (even though 74% are aware they can take their number with them). In fact, plans to upgrade an existing cell phone are actually more common than switching providers (26% vs. 11%).
Among the small percentage who switched cell phone providers, top reasons were seeking "better reception" (20%), "lower costs" (19%) or "persuasion from parents" to switch providers (13%).
Can You Hear Me Now?...
Verizon leads the cell phone provider pack with 46% of US teens and tweens aware of the brand, closely followed by Cingular at 42%.
Total awareness of cell phone providers among teens and tweens is as follows:
Verizon 46%
Cingular 42%
Sprint 23%
AT&T 20%
T Mobile 14%
Nextel 11%
Virgin 8%
Cellular One 7%
Cricket 2%
"With its acquisition of AT&T Wireless, Cingular has a clear opportunity to catapult ahead of Verizon when it comes to brand recognition among teens and tweens," explains Ben Rogers, Vice President, NOP World Technology. "It will be interesting to see how effectively 'The New Cingular' converts existing awareness of AT&T wireless to benefit its brand."
Cell Phones Not Just for Emergencies
The majority of mKids are most interested in multi-functioning cell phones, as 71% seek wireless phones that convert into mp3 players, and 70% of teens and tweens are interested in cells that transform into digital cameras.
"Teens and tweens are on the cutting edge of cell phone technology and are no longer excited by typical single-function cell phones," adds Rogers. "Since kids tend to stick with the same provider, it is crucial for carriers to offer affordable multi-function phones, as this may sway selection even more than the service itself."
For media inquiries, please contact Sara Preschel at 212-752-8338 or spreschel@psbpr.com. For business inquiries, please contact Ben Rogers, Vice President, NOP World Technology, at benrogers@nopworld.com or 415-690-0209.
About mKids...
mKids US is a syndicated research program conducted by NOP World on cell telephone ownership and usage, brand affinities, entertainment habits and media consumption among American youth. 1,000 telephone interviews were conducted in each of five waves of interviewing. Wave 1-4 included 12-19 year olds in the top 25 DMAs, Wave 5 was expanded to include 10-18 year olds across the continental United States. Wave-to-wave trends include only those respondents with consistent base definitions.
Posted by Ahorre at 09:55 AM