Spanish – 

Cómo afecta el país de origen y la generación a la estrategia de publicidad latina Por Sirius Black  Marketing El mercado latino ofrece una gran oportunidad para las marcas en los Estados Unidos. Según la Oficina del Censo, la población latina o hispana en los EE. UU. Tiene 53 millones de personas. De 2003 a 2012, el gasto de los EE. UU. En medios hispanos se triplicó de $ 2.8 mil millones a $ 7.9 mil millones, con la mayor parte del gasto (72 por ciento en 2012) en publicidad televisiva. La oportunidad es obvia, pero llegar a este mercado requiere una planificación cuidadosa. El mercado incluye una amplia gama de personas y es extremadamente complejo y de múltiples capas, lo que puede hacer que el desarrollo de planes creativos y de medios efectivos sea un desafío. Este es definitivamente un caso donde la investigación, el análisis y la toma de decisiones sabias pueden marcar la diferencia entre un gran éxito y resultados mediocres. Comprenda a su audiencia Los latinos son un grupo tan grande y diverso que el término en sí está empezando a tomar una connotación negativa y algunas personas incluso lo encuentran insultante, prefiriendo en su lugar asociarse con su país, o incluso con su región de origen. Es fundamental evitar crear campañas en torno a la demografía “atrapados”. El término “latino” actualmente se refiere a cualquier persona que viva en los EE. UU. Con raíces latinas de México, América Central, América del Sur e incluso el Caribe. Como se puede imaginar, las diferencias culturales de un país a otro son muy importantes y deben tenerse en cuenta. Esto también significa que la creatividad genérica, la mensajería de marca y la ubicación pueden disminuir en gran medida la efectividad de la publicidad. Incluso cuando la atención se centra en un país, como México, que representa casi dos tercios de la población latina de los EE. UU., Es importante desarrollarse.

 

Publicidad en el mercado latino Sirius Black Marketing cuenta con claras personas compradoras que explicarán las principales diferencias en la cultura regional, el entorno urbano / rural, el nivel de educación y la socio economía. Con cualquier campaña publicitaria, comience construyendo personas compradoras, lo que significa tomar datos demográficos y desarrollar perfiles de una página para una persona específica que represente a un cliente ideal en particular. Dale un nombre a tu personal y construye un perfil completo teniendo en cuenta la edad, el trabajo, la estructura familiar, los pasatiempos, las actividades diarias, los gustos / disgustos del estilo de vida y las preferencias de los medios y el idioma. Para cuando hayas terminado, tendrás una idea clara de a quién te diriges, y esto servirá como parte de un resumen para guiar la planificación de medios y la estrategia creativa. La Generación Afecta la Preferencia del Lenguaje y la Identidad Cultural La Oficina del Censo rompe la población latina de los Estados Unidos en cuatro categorías generacionales diferentes. Las diferencias de comportamiento, las preferencias de idioma y la identidad cultural pasan por un cambio significativo de generación en generación, independientemente del país de origen. – Nacidos en el extranjero – Primera generación: uno o ambos padres son nacidos en el extranjero. – Segunda generación: ambos padres nacieron en EE. UU. – Tercera generación: ambos padres y abuelos nacieron en los EE. UU. En términos generales, hay un cambio generacional incremental en la preferencia del idioma del español al predominante o exclusivamente al inglés para muchas 2da y 3ra generación. La identidad cultural y la asociación también cambian con el tiempo con una mayor propensión a identificarse como un “estadounidense típico” con cada generación en lugar de identificarse con el país de origen o el patrimonio. Como resultado, las preferencias de idioma y la identidad cultural desempeñan un papel clave tanto en la ubicación de los medios como en el desarrollo de la creatividad. La composición generacional de la población también está cambiando. Hace diez años, los inmigrantes nacidos en el extranjero lideraron el crecimiento de la población latina y una estrategia de mercadeo exclusivamente en español fue claramente la mejor opción.

Hoy, el crecimiento dos Black Marketing Latinos nacidos en Estados Unidos ha superado a los latinos nacidos en el extranjero que viven en los Estados Unidos y aproximadamente la mitad de todos los latinos en los Estados Unidos prefieren los medios de comunicación en inglés o en su mayoría en inglés. Si una marca se comercializa para un público general, la publicidad y la publicidad en medios convencionales pueden ser eficaces. Las marcas con audiencia solo latina presentan una complicación significativa. En este caso, deben llegar al 50 por ciento de su audiencia que consumen medios en inglés solamente sin que la mayor parte de su gasto publicitario se extienda a las audiencias principales donde será una pérdida completa. Gracias a la avanzada tecnología de segmentación disponible a través de medios digitales y publicidad de radio y televisión basada en Internet, ahora es posible ejecutar campañas extremadamente específicas. Por ejemplo, Pandora Internet Radio puede orientar la geolocalización, edad, sexo, raza / origen étnico, preferencia de idioma y preferencia de música, todo al mismo tiempo. Si está elaborando un plan para llegar al mercado latino, esperamos que este artículo le brinde algunos antecedentes y perspectivas valiosas. Sirius Black Marketing es una agencia de marketing hispana y de habla hispana ubicada en el corazón del condado de Orange, Santa Ana. Si podemos ser de ayuda, siéntase libre de llamarnos.

English – 

How Country of Origin and Generation Affects Latino Advertising Strategy By Sirius Black Marketing The Latino market offers a tremendous opportunity for brands in the United States. According to the Census Bureau, the Latino or Hispanic population in the U.S. is 53 million people strong. From 2003 to 2012, U.S. spending on Hispanic media tripled from $2.8 billion to $7.9 billion, with the majority of spend (72 percent in 2012) in television advertising. The opportunity is obvious, but reaching this market takes some careful planning. The market includes a broad range of individuals and it is extremely complex and multilayered, which can make developing effective creative and media plans a challenge. This is definitely a case where research, analysis, and wise decision making can make the difference between great success and mediocre results. Understand Your Audience Latinos are such a large and diverse group that the term itself is starting to take on a negative connotation and some people even find it insulting, preferring instead to be associated with their country–or even region–of origin. It is critical to avoid building campaigns around “catchall” demographics. The term “Latino” currently refers to anyone living in the U.S. with Latin language roots from Mexico, Central America, South America, and even the Caribbean. As you can imagine, the cultural differences from country to country are very significant and need to be taken into account. This also means that generic creative, brand messaging and placement can greatly diminish the effectiveness of advertising. Even when the focus is on one country–such as Mexico–which represents almost two thirds of the U.S. Latino population, it’s important to develop.

Advertising to the Latino Market Sirius Black Marketing clear buyer personas that will account for major differences in regional culture, urban/rural background, education level, and socioeconomics. With any advertising campaign, begin by building out buyer personas– which means taking demographic data and developing one page profiles for a specific person that represents a particular ideal customer. Give your personas a name and build out an entire profile taking into consideration age, job, family structure, hobbies, daily activities, lifestyle likes/dislikes, and media and language preferences. By the time you’re done, you will have a clear picture of who you’re marketing to, and this will serve as part of a brief to guide media planning and creative strategy. Generation Affects Language Preference and Cultural Identity The Census Bureau breaks the U.S. Latino population into four different generational categories. Behavioral differences, language preferences, and cultural identity go through a significant shift generation to generation regardless of country of origin. – Foreign Born – First Generation–One or both parents are foreign born. – Second Generation–Both parents are US born. – Third Generation–Both parents and grandparents are US born. Generally speaking, there is an incremental generational shift in language preference from Spanish to predominantly or exclusively English for many 2nd and 3rd generations. Cultural identity and association also shift over time with a higher propensity to identify as a “typical American” with each generation rather than identifying with country of origin or heritage. As a result, language preference and cultural identity play a key role in both media placement and development of creative. The generational makeup of the population is also shifting. Ten years ago, foreign born immigrants led Latino population growth and a Spanish only marketing strategy was clearly the best choice. Today, the growth of Page

 

Advertising to the Latino Market Sirius Black Marketing U.S. born Latinos has surpassed that of foreign born Latinos living in the U.S. and approximately half of all Latinos in the U.S. prefer English only or mostly English media. If a the brand is marketed toward a general audience, mainstream media advertising and creative may be effective. Brands with a Latino only audience presents a significant complication. In this case, they need to reach 50 percent of their audience who consume media in English only without the majority of their ad spend spilling over into mainstream audiences where it will be a complete loss. Thanks to advanced targeting technology available through digital media and internet based television and radio advertising, it’s now possible to run extremely targeted campaigns. For instance, Pandora Internet Radio can target geolocation, age, sex, race/ethnicity, language preference, and music preference all at the same time. If you’re building a plan to reach the Latino market, we hope this article gives you some valuable background and perspective. Sirius Black Marketing is a Latino owned and Spanish speaking marketing agency located in the Heart of Orange County, Santa Ana. If we can be of help, please feel free to give us a call.

Facebook Ads

Facebook ads are the number one strategy that Sirius Black Marketing are recommending today.

I have recently written an entire article about doing Facebook ads right today so I’m not can it get too deep into it here. Feel free to go check out that article by clicking the link above to get a more in-depth understanding of Facebook ads.

But the biggest thing to understand is Facebook ads are THE best way to be spending your advertising dollars today.

Now it’s very easy to waste money on Facebook by not knowing what you’re doing or by not having a company that understands you or your market.

But if you can get a company that actually has an in-depth understanding of upper cervical and online marketing like Sirius Black Marketing  🙂 then you can get tremendous results with Facebook ads.

Instagram Ads

Instagram is owned by Facebook so every time that you create and ad on Facebook you also get cross promotion on Instagram. Instagram is focused on a younger demographic. If your target market is in the 20-35 year-old range you may want to spend even more time and money focusing on Instagram ads and building a presence there.

But if you’re like most upper cervical chiropractors your ideal target market is 35 to 55-year-olds and you’re going to his get much better bang for your buck on Facebook.

Google Ad Words

Google AdWords is another strategy that can be effective in some markets. Typically you need to have a large budget available for advertising in order to establish yourself and get consistent new patients from Google AdWords. But in some large competitive markets it is a necessary evil that will help you get more search engine visibility.

Pinterest Promoted Pins

Pinterest is another social media network that can be effective in some markets. 80% of Pinterest users are women so this can be a good place to connect with your target market. Especially if you’re looking to connect with moms. Pinterest promoted pins are essentially advertisements that you can use on Pinterest to connect with different demographics who have different interests that may be relevant to your target market and niche marketing.

Newspaper Ads

According to our most recent survey, about 7% of doctors said that newspaper ads were still working effectively in their area for attracting new patients.

Killer ads are still effective in some small markets. These are newspaper ads that have been around for a very long time. They are regularly updated and can be used effectively in some markets today.

Beware though these are a one time off approach. And do not always work. It’s also very easy to over saturate your market. Many doctors I know who still get some success with newspaper ads only run an ad 1 to 2 times per year.

I know in my practice when I first opened newspaper ads worked well with the killer ad type format but then over time they died out in effectiveness to the point where they didn’t work at all. And this was with only using the ad two times per year.

Also, the types of patients you are going to be attracting are mostly an older audience who is still reading the newspaper. So make sure if you’re going to run these types of ads that this is consistent with your target market and niche.

Dental practices seeking to establish a strong digital presence might not immediately think of Facebook. However, the popular social media site, which boasts a huge number of users, employs cutting-edge advertising-targeting technology that can help dentists to generate more patients.

Facebook adverts are displayed across an extensive range of online platforms, including smartphones, laptops and tablets, as well as desktops. Perhaps surprisingly, Facebook enables dental offices to become future-ready by focusing on older adults who are increasingly using the platform and may represent the financial core of dental practices over the coming years. Engaging with potential patients—young and old—who use Facebook apps on smartphones and other mobile devices is becoming more and more important for dentists.

 

Towards the end of 2016, The Telegraph reported that the use of mobile devices, such as smartphones and tablets, had overtaken desktop and laptop computers for the first time. Technology news editor James Titcomb said this milestone underscored the rapidly-rising popularity of mobile devices, which had accounted for a mere 5% of website browsing in 2010.

In traditionally “mature markets” such as the United States, the desktop is just about holding sway, but the gap is shrinking significantly, with mobiles representing 41% and tablets 8% of website visits as of September 2017, according to the Statcounter research company, which monitors internet use across 2.5 million websites. (2)

If you class laptops as mobile devices, which many people do, the ascendancy of portable devices in the US is undisputable. Figures for Spring 2017 from statistics and market research platform Statista show that the number of people in US households that owned a laptop or notebook computer totaled more than 171 million. (3)

According to demographic and social science researchers at the Pew Research Center, almost 80% of people in the US who go online (68% of the population if you include those who never access the internet) were using Facebook in 2016, a 7% rise from 2015. The Pew Research Center partly attributes the popularity of Facebook to the rising number of older adults joining the site, including 62% of internet users aged 65 and over, a 14% increase on 2015. The research center said that in 2017, half of older adults who own cellphones have some type of smartphone and concluded: “Facebook remains the most popular social media platform, with its users visiting the site more regularly than users of other social media sites.”

Statist says the number of active mobile phone Facebook users in the U.S. in 2015 was nearly 133 million, forecast to increase to 167 million by 2020.

Connecting with existing patients and targeting new ones

Facebook—set up by Harvard students Mark Zuckerberg and Eduardo Saverin in 2004 as a college-based social network—overtook MySpace in 2006 as the planet’s most popular social network site. In August 2015, Zuckerberg announced that the platform had reached a momentous landmark, with more than a billion users logging on to the site in a single day.

The high-profile status of Facebook has been credited to its popularity with both individuals and businesses, and it gives dental offices the opportunity to tap into a large audience of prospective patients while maintaining contact with existing clients. In particular, Facebook enables dentists to engage with the growing number of people regularly using smartphones. More than 800 million Facebook users access their mobile app daily.

Facebook marketing boasts an array of targeting options, including age ranges and geographic locations, which enables precise targeting of a narrowly defined audience of potential dental patients. It offers advertisers a range of audience targeting tools, plus a remarketing facility that provides a potent supplemental marketing strategy. Remarketing on Facebook is similar to that offered by Google AdWords, continuing to show your ads to your website visitors when they go to other sites or use social media.

The growing popularity of Facebook among older adults will be an important aspect in online dental marketing for practices that look to the future. Dentistry professor and public health sciences expert Eric Solomon says an aging population is becoming the financial mainstay of dental offices, and predicts that by 2040, 62% of dental expenditure will be by patients at least 40 years old. Younger adults (20-39) would become a less important demographic among dental patients, said Solomon, partly because of effective dental treatment they received as children. (5)

 

Building trust to generate more clients

Facebook ads basically work on a pay-per-click (PPC) basis, where you pay a small fee every time someone clicks on your ad. Alternatively, you can choose a cost-per-impression (CPI) system—paying every time Facebook shows your ad, regardless of whether anyone clicks on it. Click-through rates (CTR) are increasing for Facebook advertisements as the platform introduces further measures to improve is advertising tools for businesses.

A specific approach for Facebook advertising for dentists may be useful. For example, an analytics system can measure the performance of your campaign so you can see how it is doing in comparison with promotional drives of your competitors. This enables you to fine-tune your campaign as and when needed.

A strong presence on Facebook can also enhance a dental practice’s brand image. Users frequently access their Facebook newsfeed—several times a day in some cases—which allows repeated exposure to your target audience. This, in turn, helps to establish and maintain trust in your practice while creating opportunities for future retargeting.

In 2015, the number of active small business Facebook pages reached 40 million. Only 2 million were active advertisers, though, and the other 38 million are missing out on a golden opportunity, according to TechCrunch, an online publisher of technology industry news, which says the reach of organic (free) content on Facebook pages is decreasing because of increasing competition and the limited attention span of users.

In fact, the visibility of business pages has been reduced by Facebook over the years. On the other hand, the company has been bringing in new measures to give advertisers more support as it continues to offer a low-cost means of creating and maintaining a successful brand and attracting new business.

The situation of a large number of prospective dental patients on Facebook, coupled with relatively few competing dental offices, makes the platform an ideal medium for a practice striving to generate new patients. A potential drawback of Facebook advertising is that it can be difficult to stand out from the herd, particularly for a busy dental office, so the help of professional social media marketers might be needed.

Facebook advertising boosts the reach of dental practices

People spend, on average, nearly two hours a day on digital social networks. In the US, 40 minutes of that time is devoted to Facebook, with users publishing comments, giving status updates and sharing images. Every minute, Facebook fans “Like” more than four million posts. More than 1.5 billion log on to the platform every month—nearly half a billion via mobile phones.

Facebook has become too big to be ignored by small businesses such as dental practices. It presents an opening for dentists to promote their practices within their localized community and connect with prospective new patients, potentially creating a steady flow of new business.

If your dental website contains quality content, you may well want to share it in the form of updates across social networks such as Facebook. However, you need Facebook advertising to reach out to more prospective patients, particularly older people using smartphones and other mobile devices to access the platform.