Tip:
Highlight text to annotate it
X
>>
DECHERNEY: We're here today with Google to learn a little bit more about their insights
on Hispanic marketing and where we're heading. >> AKKAD: I'm really excited to be here because
there's always a lot of really interesting insights of the Hispanic consumer that are
similar to other things that I'm seeing around the world.
>> FARRELL: Advertisers, brands cannot afford to ignore U.S.-Hispanics, that's very clear.
There is definitely a dichotomy between the $5 billion that are being spent to target
U.S.-Hispanics via offline media and the fact that only $200 million, roughly 4% of that
total budget, is going online. And I think the way that a lot of people explain this
disconnect is "But the U.S.-Hispanic consumer is different. Maybe they're not as avid internet
users or they're not watching videos as much as mobile." We want to dispel that myth.
>> LOPEZ: Let's jump in about the Four Truths and the methodology of the study. Hispanics
are high-speed. They're social media shoppers. They maximize mobile media and the medium
itself is really a GPS to your business. When you look at your marketing strategy, it's
extremely important for you to consider digital first: What does my audience look like? How
digital are they? And I can tell you they're very digital, they're very engaged, and they
rely on the Internet primarily to make brand decisions. There's audience there today ready
to be engaged with each of your clients and brands.
>> ROWLAND: I feature proof at Azteca. I make sure that they're ready for what's coming
next. From the beginning, we saw the potential in YouTube. YouTube was the best way to learn,
find, consume contents from other countries, other places. We foster the creation of quality
YouTube native content in Mexico. We wanted to make YouTube even bigger than it was because
we knew that as that grew, we had a bigger slice.
>> NIX: Mobile is mobile. So, 62% of shoppers with phones are actually doing what's "Window
shopping" on their mobile devices. Forty-six percent are doing it while they're in the
store. Infiniti did a very cool campaign with us. They were promoting their new car. When
I clicked through, that actually brought me to this interactive site. It's a beautiful
site and I can scroll through the car, I can change the color. It's not just about doing
it there, it's about doing it on the iPad as well and that's how you guys should be
thinking. Not just one device but every device because you want to cast the widest net possible.
>> GROSSNICKLE: Last year, 25% of the babies born in the United States were born to Hispanic
mothers. Hispanic women are a very, very diverse market segment. I mean, your head sort of
begins to spin, "How do I get my brain around all this?" And it gets even more complex,
right? Language spoken at home, years in the country, the neighborhood, the income, education,
workplace, all these things impact how you talk to Hispanic moms.
>> MENCOS: Hispanic moms love to shop with their family and for their family. You can
talk to her about everything; about finances, about cars, about anything because she's going
to be right there with her partner making those decisions.
>> GROSSNICKLE: Hispanic moms are more brand-loyal. >> MENCOS: Definitely, Hispanic moms represent
a huge opportunity for CPG companies that right now have a lot of competition from generics.
>> BOONE: We actually led on with Four Truths about Hispanics online. Do you agree with
these as core truths? >> MIZRAHI: I agree. The fact that, you know,
people associate Hispanic marketing with Spanish language is one of the biggest problems we
have. It's the elephant in the room. We at our agency, we tell every client and prospect
culture is the new language. >> SKIKO: We have this phenomenal website
comidakraft.com. Going to other platforms, being on YouTube, Facebook, making it mobile;
this has all been really essential to the growth that Comida Kraft has seen in the engagement
with this consumer. >> MANTILLA: Business as usual can no longer
happen. We have to think digital first, have that DNA, and look at mobile and everything
else that we have at our hands and I think that's important.
>> OVADIA: I think it was a great event. It was very insightful. I think all of the speakers
were very knowledgeable. And overall the theme of the day being more digitally savvy I think
resonated very well. >> VASSALLO: Google realizes the importance
of U.S.-Hispanic market and the fact that they took initiative to put this event together,
it shows and lead the way for all the other companies in the U.S. to follow. It's been
a great day.