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Submitted by @tomheg

Take note: Twitter is not for every product category out there.

Problem: Pull-Ups is looking to create a new campaign targeting bilingual Hispanic moms. Should an iPhone app consisting of product information, store finder, coupon redeemer, and a customizable Potty Dance be considered?

Internet Use

The number of Hispanics online has grown faster than the total US online population in the last eight years. Not only do they outpace One-der Mamas in almost every facet of technology, but they also outpace the general population in reported hours of daily media and technology use, identifying a total of 51 hours of total daily activities including 27 percent of each day (14 hours) spent with technology, and 26 percent (13.5 hours) spent with media (the General Market identified only eight hours a day with technology and nine hours with media).  U.S. Hispanics are not only online in overwhelming numbers, but they are taking advantage of the internet’s position as a primary tool for information. Previous notions of Hispanics not having access to the internet, or being unaware of its possibilities, have been smashed. Not only are U.S. Hispanics online, but they turn to the internet for a variety of reasons.

“Las Digitalistas”

  The recent Latina Shopper Study dubbed a percentage of Latinas as “Las Digitalistas.” They reported that a whopping number of Latinas, usually bilingual, actively shop online, use the internet as a planning tool, and view the Internet as a very important information source in the purchase decision-making process. In fact, they prefer the Internet to in-store shopping. They use it to plan shopping trips by accessing information on different stores, products, brands, and recommendations. Latina Shopper Study.

Online Advertising

  And because there is this thirst for knowing more about the products they are interested in, hispanic moms are more receptive to online advertising because they see these ads more as information. They are more likely to click on ads. They’ll opt into e-mail newsletters. They love hearing about promotions. They’re great participators in opt-in in to get tips, coupons, and special offers. eMarketer.

Social

  Online Hispanics are extremely engaged in their use of social media whether using general social networks or those with a Hispanic focus such as Batanga. They over-index in almost all categories of user-generated content and consistently outpace non-Hispanics in every aspect of engagement. Simmons.

Love and trust

  Hispanics are more enthusiastic about the benefits of the internet than the General Market – so much so that they have more confidence in online product ratings (72%) than the opinions of their friends (28%). They also have a high regard for the internet as a medium for information and socialization. Fully one-third of all Hispanics, regardless of acculturation and life stage, view the internet as a key component in building a better life. AOL Hispanic Cyberstudy 2010.

Adopt technology faster

Compared to the General Market, Hispanics are more sophisticated technology users and tend to be early adopters of media, devices and their features compared to the general population. They continue to have high overall rates of wireless adoption, both mobile and at home, and outpace the general market in their use of cell phone data applications. Their use of a wide range of devices (e.g. smartphones and gaming devices) to access the internet illustrates a high level of comfort with and willingness to try new technologies.

Because Hispanic moms over-index in the use of cell phone data applications, user-generated content, promotions, and general internet usage, it is recommended that Pull-Ups develop an iPhone application for these highly-sociable digital mavens.

Regardless of the language spoken at home, Hispanics take advantage of their bilingual abilities by using, accessing and enjoying media in both languages. And while English is the leading language of preference online for Hispanics, 42% of Hispanic women prefer Spanish when surfing, 67% say it is important for them to find information online in Spanish, and 60% said they respond more fully to Spanish advertising even if they are fully bilingual.

In general, Hispanics recognize the disparity between the availability and quality of English and Spanish language content. One of the reasons why so many Hispanics prefer English content is their mistrust of sites in Spanish which are often little more than literal translations of English content. They perceive English sites as more comprehensive, detailed and useful than their Spanish-language counterparts; thus leaving an important percentage of the Hispanic segment feeling under-served.

Language represents such a strong connection to culture that it can’t just be quickly translated.  When creating the Spanish version of the site, it’s extremely important that the translated copy reads naturally because even if the translation is impeccable on a word-for-word level, the actual content may fail to connect with our target users when simply repurposed and translated to Spanish. In many cases, in fact, it’s actually better to create new content altogether.  The more the site makes the visitors feel as if it might have been created just for them, the more it will resonate, and the more action they will take.

Social media should not be viewed only as a platform for “earned” media, rather there should be a balance between paid and organic impressions initially created by the “paid” homepage ad unit. As impressions travel from the paid ad, to the ad with social context, and to finally the organic impressions caused by showing up on friends’ newsfeeds, ad recall significantly increases by 20 points, awareness by 9, and purchase intent by 6. It is important to establish that these “paid” units must be engaging and interesting in the first place in order for it to garner social context and then maximize the more impactful social and organic impressions.

Univision was the #1 broadcast network in overall primetime on three nights last week – Monday (1.2 million), Wednesday (1.3 million) and Friday (1.3 million)- among Adults 18-34.

Looks like Univision’s 5-year plan to become the top-rated network in any language among 18-to-34 is well underway. While Fox has seen its viewership decline by 20.8%, Univision is up 12.5% this season by one measure.

The power of the Hispanic market often gets overlooked, both viewership and buying. But once next year’s census data is released, there is no doubt that it will be all the validation that Corporate America will need.

Hispanics are not only making television networks and stations No. 1 in the ratings, they are making the difference in who is No. 1 in everything from soft drinks, cell phones, diapers, groceries and just about every category that exists.

According to a recent online survey done by Harris Interactive, “some 63% of consumers say they tend to ignore or disregard all Internet ads…” while only 14% ignore TV ads.

I believe strongly in the ability of the web to play a great role for a company. But it’s a limited role compared with the full communications needed for a mass or near-mass product.

But, these days we seem to rarely see the data that would challenge web adherent’s claims that they will be “all things to all people”.

Marketing mixes today must include off-line media if they are to build significant markets. And, there’s no indication that this will change at any time soon.

While there’s a mass of “new” ideas for web based advertising, NONE of it carries the power needed to move large numbers of people.

Foursquare and PepsiCo have tailored rewards to user behavior, irrespective of in-store check-ins. Now, when participating customers earn Foursquare’s “Gym Rat” badge, they might be offered a SoBe Lifewater; or, if you often check in bright and early, Foursquare will recognize you’re a morning person, and may offer Tropicana orange juice or Quaker Oats—all specials on PepsiCo products, redeemable at Safeway stores.

This partnership has stepped out of the box by not only targeting you by tracking what you buy but by what you do based on your check-ins. This has taken the related coupon on the back of your receipt to another level because you don’t even have to buy anything first for it to get a feel of what you might be looking for. I really hope it takes off and expands to other products and retailers.

There may still not be a direct way of connecting faves, retweets, or replies to a purchase, but at least this simplifies the process of getting there. Right?

Unlike many, I believe that traditional advertising isn’t dying….it’s evolving. With this evolution the rules are changing and most importantly the desired outcomes are changing. Agencies and advertisers both need to embrace this change and realize how the new consumer shops and makes buying decisions. Rather than the traditional ad that was used to push products/services, the new traditional media will be used to drive offline consumers online and expand & reinforce the effectiveness of online marketing campaigns. It’s time for every brand, big and small, to get on board and start moving the needle. Digital advertising is more targeted, measurable, and affordable. Start improving your bottom line today!

It’s an incredible stretch to assert that a “Like” is anything close to actual engagement. Engagement would better be defined as some action taken (online or offline) AFTER a person has “Liked” the page.

In addition, increasing your “Likes” by offering the chance for free merchandise or similar doesn’t equal engagement, and in fact actually cheapens the value of your audience.

Number of “Likes” in and of itself means little to nothing. Percentage of “Likes” that you can actually convert at some point in the future is the real deal.

The Klout Score is the measurement of your overall online influence. The scores range from 1 to 100 with higher scores representing a wider and stronger sphere of influence…We believe that influence is the ability to drive people to action — “action” might be defined as a reply, a retweet, a comment, or a click…The final Klout Score is a representation of how successful a person is at engaging their audience and how big of an impact their messages have on people.

When brands have exclusive in-bar experiences like Johnnie Walker did for its Black Label, they’re not only hoping to convert those attendees to brand advocates but they want a fair amount of buzz to brew up on social media sites. Now imagine using someone’s Klout score as a means of entering the experience. The bouncer could check people’s Klout scores via smartphone or tablet at the door and decided whether they are influential enough to get in. Now imagine all the tweets. Done and done.

According to study of 150 businesses by Rice University’s Jones School of Business, of a coupon promotion by Groupon, those coupon campaigns were unprofitable for 32% of the businesses that ran them. And more than 40% of the response group said they would not run another social coupon promotion again.

Those survey respondents who said the campaigns had not been profitable for them reported that only about 25% of redeemers spent more than the face value of the coupon. They also said that about 13% of those coupon holders came back a second time to shop at full price.

The 1950’s idea of validating use of coupons to gaining customers should stop. Online coupons are frequently found in mom & pop businesses who have no real way to ascertain how well it works other than anecdotal information. People who buy something at 80% off are not going to go back and pay full price when they know another vendor will appear in their mailbox in a few days whether that is a spa or asian restaurant. It has nothing to do with their business model or offering.

A Colorado-based bank has positioned posters advertising free books for people to see as they make their way to their terminal. They hope to make people who forgot their books at home life’s easier by providing them with free eBooks. Not only are they providing a convenience to people, but hopefully, they are linking the money saving message to the bank.

Sharethrough rate: the rate at which video content is being shared. Click-through rate is to search advertising as sharethrough rate is to social advertising.  The goal is to find the places or people most likely to share so that you can maximize the sharethrough rate.

Considering most people ignore video ads all together, non-engagement measures, like total views, are worthless in measuring an ad’s success. Advertisers are now seeking to measure success by looking at an ad’s  “sharethrough rate.” This new measure puts even more pressure on advertisers to do what they should be doing in the first place: come up with engaging, creative stories to tell. And that is good for all of us.

Offline, meet Online. This interactive newspaper iPhone ad—say what?—is bridging the gap between the offline and online world by getting the user to engage with it in order to finish the story. While I am excited to see what creative lengths this could be taken to, I have a feeling that once this becomes the norm, consumers will feel blasé about it and not bother interacting with it. It will be important for advertisers to remember that the ad’s digital expansion can be the most amazing thing ever, but if the print ad doesn’t initially tell an interesting story, they will never be driven to interact with the ad and finish the story.

Brands have taken user-generated content too far. Brands need to realize that making consumers work hard by submitting their own content won’t work most of the time. Don’t expect me to take time out of my life to create content for you. I don’t have the time to shoot, edit, and upload a video showcasing why I love you. If it’s not something that will take minimal effort, it probably won’t be successful. Let me upload my face onto a dancing cow, or use my already existing Facebook data to create something creative like the Skittles video that had a person say one of your statuses. The moment you make it too complicated, I lose interest.