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Hispanic Mobile Marketing |
Hispanic Mobile Marketing - Mobimarketers Targeting Hispanics With a U.S. Hispanic population of about 46 million, these numbers reveal a significant opportunity for conversions.
But are “mobimarketers” leveraging the opportunity? According to Elkin, they are. He cites yahoo!'s Spanish-language version of its mobile portal http://espanol.yahoo.com/, launched late last year, which he says provides access to a range of content, as well as an opportunity for advertisers to target Hispanic mobile users on a highly visible, highly trafficked destination.
Lifestyle interests such as sports appear to be a much-hyped focus in targeting Hispanic mobile users. The next World Cup being the first to coincide with the explosion of smart phones may prove a watershed for mobile video as a marketing tool that reaches a specific consumer base, predicts FierceMobileContent executive editor Jason Ankeny. While Spanish-language mobile marketing has been largely confined to SMS-based advertising, historically, Hispanics over-index on mobile video consumption, he says.
Recently, T-Mobile launched its El Llamado del Futbol campaign in March, which engaged Hispanic mobile users with a sweepstakes and offered themed unique mobile content tied to “The Call of Soccer” (the campaign name's translation) Which Mobile Strategy Works? So, it seems that mobile marketers are delivering targeted messages to the Hispanic market, but not necessarily via all of the viable mobile avenues available. Video is still relatively new to mobile, so marketers have a chance to catch up in that respect, but should they target Hispanics strictly by lifestyle? Ankeny doesn't think so. “Mobile allows a personal and customizable experience [for users],” he says, adding that more variables come into play. Demographics such as age and gender are just as important for delivering applicable advertising and branding messages to Hispanic mobile users as they are in targeting the general market. Thus, Hipcricket's Hispanic Mobile Marketing Network allows its advertiser and agency clients to segment their target audience by more general criteria such as age and region of the country, relying on individual users' interests for delivering targeted messaging. The key difference from the general market is the high mobile engagement of the Hispanic market. Hispanic mobile subscribers are among the most active and interested in interacting with brands,” says Hipcricket chief marketing officer Jeff Hasen. “We see a promising and steady increase in Hispanics opting into our permission-based mobile marketing network. Brands are capitalizing-for instance, a campaign for Home Box Office saw a 13 percent click-through rate for Hispanic mobile users, perhaps six times what might have been recorded for a similar campaign online.”
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