Hispanics Taking Over Social Media

Here's an infographic about Hispanics and Social Media, the pecentage of the Hispanic population you'll find here on Facebook is up to 90%, wow! Imagine the reach you would have if marketing to your Hispanic costumers through Facebook. --- photo via pinterest.

¡HOLA! LA: Redefines American “Talk Show” With A Spirited Latina Twist!

Tired of over-played vampires and those icky vampish politicians out for your blood and your money? Well then wake up with ¡HOLA! LA, its like the view except with a little bit of Latin spice! If you're not in the LA area, sorry about that, we'll just have to wait until the execs think of moving the show to NY as well.

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The History of Marketing

Cool info graphic about the history of marketing, it's just about the present. Its about where we've been, so we can look towards the future, of our company and your's. -- photo via pinterest.

May 2011 Newsletter: A Growing Multicultural Market

South Hackensack, NJ
May 12th, 2011
E-Tech May Newsletter
by Candace Kennedy candace@ethnictechnologies.com

In 2010, The Census counted 50.4 Million Hispanics, 38.9 Million African Americans and 14.6 Million Asians living in the USA. If anything, numbers like this should get your attention and entice you as a marketer to start building a brand loyalty among these high growth segments of our population. These estimated population numbers should be used as a reference or starting point for any successful direct marketing campaign targeted towards these consumers. Remember the numbers here reflect the estimated total populations for each group and for any direct campaign your target market with be much lower. The use of highly actionable data, utilizing intelligent research and market analytics down to the granular levels of Ethnicity, Language Preference, Religion, Assimilation and Gender helps guide any successful multicultural initiative. Adding key intelligence about your consumers, both current and potential, is the main ingredient for growth.

Conventional wisdom in today’s multicultural climate says that America is a melting pot of many different races, cultures, religions and beliefs. Try mixing up ten different cheeses in a pot then try to find the different taste values of each. It is very difficult to do. The same idea applies to identifying the different races, cultures and religions that make up our nation. The segmentation system that we habitually use simply divides the population into color or racial categories: White, Black, Hispanic, and Asian. A better approach is to see the diversity in America as a mixed salad, where each ethnicity is a different ingredient and can be identified. This method, if used properly applies to the many ethnicities and different cultures in our nation and each can be identified.

Marketers, researchers, advertising agencies and the media often market to Hispanics as a separate group from Whites, Blacks and Asians. When you take an in-depth look at the Hispanic population in the United States they often associate with one or more of the aforementioned racial groups and those racial groups can be correlated to their country of origin or cultural identity. An individual or family from Puerto Rico does not exhibit the same cultural identity or buying habits as those of a family that has immigrated to the US from Mexico. If that is the cases then why do marketers, researchers, advertising agencies and the media often approach Hispanics as a whole with the same exact offers, disregard their country of origin and then complain that their campaigns were not successful? Even the dialect of the Spanish language they speak differs.

The same issues arise and in greater depth when attempting to target the Asian community, the "One Size Fits All" mentality is often the method used and low response rates and product interests are the norm. With so many different Asian countries of origin and Asian languages of preference currently residing in the US, it is the smart marketer that embraces technology that allows them to identify all ethnicities, countries of origin and languages that are available. An offer tailored to a Chinese American living in San Francisco, CA should differentiate from one being tailored to a Korean American living in Fort Lee, NJ or a Vietnamese American living in Houston, TX. Now if you add into the mix the different levels of Assimilation and Acculturation, the buying habits and traditional cultural customs the individual embraces are all over the chart.

Many ethnic and religious groups in the United States maintain a strong cultural identity. They are often attracted to communities with their same ethnicity, communities in which many traditional cultural customs are maintained. Given that the ethnic diversity in the US is far more reflective of a global landscape, it is even more important for marketers to fully understand cultural differences, language preference, purchasing habits and other socioeconomic information and integrate those variations into their everyday marketing strategies and tactics. The time for the “One Size Fits All” methodology is gone, embrace the fast growing multicultural segments within our population and build your brand loyalty now and into the future.

Schedule a meeting with your E-Tech sales representative during the All for One Marketing Summit 2011 presented by DM Days. Stop by and visit us at booth #1100.

2010 & the Importance of Culturally Relevant Marketing

by Karen Sinisi karens@ethnictechnologies.com

The Census is coming! The Census is coming! I am sure I speak for all those involved in ethnic marketing when I say that we can’t wait to see what changes lie ahead. Of course we already know about many of the interesting nuances that this new census will bring, after all we are in the trenches. We are on the forefront of multicultural marketing intelligence, so can the 2010 Census really tell us something we don’t know? Time will tell.

But what about the more subtle change in our great nation? We have an African American President now. This was a day that I did not know if I would live to see, but sure enough, here it is. I am a Caucasian woman, but I could literally feel the pride in which every African American in our country must have been experiencing on Election Day. Minorities of all sorts are making tremendous impact and contributions to politics, sports, entertainment and business. And the populations are booming, with Hispanics on the precipice of becoming the majority. So does this mean that culturally sensitive marketing and advertising is becoming less necessary as we move towards 2010?

I would argue that it is more necessary than ever to create and perpetuate strong messages geared specifically towards ethnic groups. Here are a few examples of springboards for the creation of some terrific culturally competent advertising: The sense of pride and fellowship that African Americans have with the election of Barack Obama . The incredible breakthrough of Sonia Sotomayor as our first Latino Supreme Court Justice. Y.E. Yang, the first Asian pro golfer to ever win a major tournament. There are so many more examples, but my feeling is that as the multicultural populations grow, so too must the specific advertising messages that we as marketers create. We cannot move towards a more vanilla, general market sensibility, but must strive to always keep culturally relevant.