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Hispanic Marketing In Online And Mobile Formats Case Solution
A. Hispanics are the fastest growing market, for them the creative content is the major attractive feature. It is the content that will drive them to be loyal as they are too much into the mobile and online forms of communication. For example, a company is trying to sell some music over the mobile and online sites. The overall brand positioning for this music should be multicultural in the sense that the singer can be a Hispanic and sing in both English and Spanish or the singer can be English but sings in both Spanish and English. A pure sub-example of the singer would be Enrique Iglesias. His overall strategy is to purely provide entertainment to not only the Hispanic market but to people generally.
Following questions are answered in this case study solution
What are the opportunities and challenges facing marketers that are targeting the lucrative Hispanic market through online and mobile marketing?
Based on the information in Tables A, B, C, D and E, develop an overall marketing strategy for targeting the Hispanic market.
Based on the information in Tables A, B, C, D and E, develop an advertising campaign including (i) overall positioning strategy and core theme, (ii) key advertising copy points, (iii) visual elements, and (iv) key media outlets.
Based on the information in Tables A, B, C, D and E, develop training materials for entry-level marketing professionals (specifically those working for a company whose target segment is or includes Hispanic consumers) to enhance their interactions with consumers and to enhance their selection of media outlets when communicating with consumers.
Case Analysis for Hispanic Marketing In Online And Mobile Formats
1. What are the opportunities and challenges facing marketers that are targeting the lucrative Hispanic market through online and mobile marketing?
Hispanic market is a new and emerging segment for the marketers. It is growing rapidly in terms of population and thus is the audience that provides lucrative business opportunity if communicated to and targeted well. Hispanics are "ambicultural" as mentioned in the case which means that they know both English and Spanish languages and thus, follow both cultures as well as belong to other indigenous ancestry which makes this market segment very much diverse. This is the challenge for the marketer as he has to connect with the audience and engage them by understanding their key values and beliefs i.e. cultural characteristics for each subset of Hispanics. For this, the marketer cannot just translate the marketing campaigns from one language to another. He has to work closely with the two knitted cultures and find something in common to appeal to the targeted people. Hence, cultural intelligence must be a part of the strategy as a whole. Hispanic consumers want to associate with the products that embrace their culture and compel themselves to make long term and reliable affiliations (Llopis, 2013). Millennial choices are highly dependent on the influences they have around them as they are more into technology-enabled lifestyles (Goffan, 2009). The marketers are not investing time and resources in reaching out to the Hispanic consumers, and the content they are making is not focused or relevant to the consumers. The marketers, therefore, must know that Hispanics are driven by content (Talib, 2013).
2. Based on the information in Tables A, B, C, D and E, develop an overall marketing strategy for targeting the Hispanic market.
A. Hispanics as seen from the data provided in Table A, B, C, D and E, have a lifestyle that is more technology oriented. They are more into social networking websites with the majority of Hispanic consumption of Ask.fm which is more of a site that provides a platform for people to come and discuss any questions they have in mind and find any jobs or advertise. From Table B, an insight that we can gain is that Hispanics are overly influenced by other people’s views and opinions about the products they like i.e. review ratings (27.1%). Hispanics mostly use Google and Apple platforms of mobile communication in both smartphones and tablets as shown in Table C. Hispanics, Hispanic Millennials and Hispanics above 35 years are all into activities such as social networking, blogs, talking, messaging and visiting websites (Table D). Apparel/Accessories are mostly bought online by a majority of Hispanics as shown in Table E. This trend illustrates that the marketing for specifically Hispanics and Hispanic Millennials and Hispanic people above the age of 35 should be a major focus. The overall marketing strategy should be focused around the tight-knit and family-oriented culture as people belong from different nationalities. They are not homogenous, and thus, a focus on the local campaigns is needed. These campaigns must address specifically to each need of the segment. The companies must partner with any famous Hispanic leaders and businesses. Firms must try to bridge the language gap, tailor content accordingly and invest in the market itself.
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