Page 18 - workdraft-1

2019 HISPANIC SOCIAL MARKETING REPORT Powered by HispanicAd.com
So, what’s a multicultural agency executive to do? “It’s a matter of education,” Castells said.
This resulted in laughter from her interviewer, noting that discussions about educating the marketer were part of similar discussions more than a decade ago.
“I was talking about education 20 years ago,” she says. “And, we still need to do it. It requires repeated education ... and having solid case studies, ones that don’t just show clicks.”
How a social media effort relates to the “connect” – funneling consumers from social to a website and eventually to a local dealer website – has led to attributable sales for Toyota.
Then ... there are other brands. “We have one client that we’ve been able to show it works, but we don’t have enough case studies in the industry that are that clear.”
Clients ultimately want to hear “clear.” Otherwise, budgets will remain as they are today. “They don’t want to take the money from traditional and Direct Response, where they can see the results, whether mass media or targeted, where they can show that relationship is very, very tight.”
In the case of Toyota, a telenovela parody being done as a centerpiece of a TV campaign began as a social idea. That has impacted sales, Castells says. “It’s engaging and it is culturally relevant,” she notes. “It’s bilingual, depending on the space it is in, or the community, and the platform.”
While Toyota is certainly a social leader for Castells, Charter and another foundation client, McDonald’s, are increasing their efforts.
“They are doing it, and doing it more,” Castells says. “All of the clients are going in the right direction. As more data and visceral impact is made, it will only increase what they are doing.”
For McDonald’s, ROI is dependent on store traffic and the average check. For Charter, new connects and upgrade are the gauge of social success.
“The needle is moving in the right direction,” Castells says.
Hispanic consumers are using more platforms, too. As such, clients have a better understanding that it is not just about Facebook. Twitter and Instagram are in the mix, while “word of mouth” efforts are now incorporating WhatsApp. Snapchat and Pinterest are there for visual needs.
These platforms are seeing greater numbers of in-culture and in-context content. Short videos are the buzz of the industry, Castells says, as these are driving the most traction to websites and ultimately to sales. “That’s something definitive we can say about our clients,” she notes, admitting that Augmented Reality (AR) and memes have captured some attention but have a long way to go as growth tools.
THE LOCAL INFLUENCER
With local digital grabbing so many ad dollars, multicultural marketers now have an opportunity to turn to social through the use of category-specific or local “microinfluencers” to help promote and sell a product.