Humor

Hispanic Research

Working in south Texas, keeping your finger on the pulse of the Hispanic market is important...

Hispanics' New-Vehicle Sales Growth OutpacesAll Other Groups

While overall sales to ethnic groups across the board have risen strongly since the 2008 financial downturn, US Hispanics have led the way. According to Polk sales figures, the overall market for new-vehicle sales in the US grew 9% between H1 2012 and H1 2013, while Hispanic sales grew 16% during the same period. All told, Hispanics spent $32.7 billion on new vehicles and leases in 2012.

Brands Can Look To Government To Respond To Hispanic Mobile Users

2013 has been the year of the Hispanic mobile user.  Study after study has confirmed that U.S. Hispanics are embracing mobile devices in record numbers and using them religiously.  The Federal Reserve recently found that 60% of Hispanics have smartphones vs. 50% of non-Hispanic whites. 

Smartphone, Tablet Uptake Still Climbing in the US
Smart phone penetration hits 74%. Hispanic hits 87%...
Read more at http://www.emarketer.com/Article/Smartphone-Tablet-Uptake-Still-Climbing-US/1010297#izBxoiqUjqfVpbQs.99

Hispanics Lead as Web Users Who Are Truly Mobile-First
"There is one group who over indexes considerably for using the mobile phone to access the internet: Hispanics." 

SEO/SEM

Google's ad prices are still sagging as marketers pay less for commercial pitches on mobile devices, but the number of revenue-generating clicks on those ads is rising at a much faster clip. The equation resulted in a 36% increase in Google's earnings for the three months ending in September.

Eating My (Key)Words:  Changing the Way We Think About SEO
... The truth is that search is heading in a direction that most of us could not have foreseen… a technically complex and varied amalgamation of platforms, devices, and inputs.

Hummingbird - the end of keyword marketing?
In September, the world’s leading search engine celebrated its 15^th year. Google marked the occasion with the announcement of a major overhaul to their Search Algorithm – the secret sauce used by Google to scour the web to deliver your best query results.

Do Display Ads Influence Search?

We found that display ads have a significant impact on search applications, as well as clicks. The

majority of this spillover was not instant, but took effect only after two weeks.
 

Mobile

Video Engagement On Mobile Almost Three Times Higher Than Desktop
The key findings include:

• The average CTR for mobile campaigns (13.64%) is almost three times that of desktop (5.45%);
• The average click-through-rate of mobile video campaigns has increased by 265.7% over the last four quarters, rising from 3.73% in Q4 2012 to 13.64% in Q3 2013;

The Top 7 Reasons Why Mobile Ads Don't Work

Dartmouth study sheds light on mobile vs. Web By Christopher Heine

• The screen is too small...
• People are just too busy for ads...
• ...69 percent of respondents hate it that they cannot easily return to the content they were reading...
• Too hard to get online with cell phones...
• Per 54 percent, it's too frustrating when mobile consumption is interrupted
• Ads take too long to load
• Consumers are just not in the mood for ads

Smartphone, Tablet Uptake Still Climbing in the US
Smart phone penetration hits 74%. Hispanic hits 87%...

Hispanics Lead as Web Users Who Are Truly Mobile-First
"There is one group who overindexes considerably for using the mobile phone to access the internet: Hispanics." 

Research That Will Make a Difference

Or at the very least, it is interesting... 

If you are like me, you subscribe to a lot of newsletters and find it difficult to find "that" article when you need it.  I am going to attempt to develop a series of research libraries where you can find a collection of relevant articles in one repository...

• Marketing
• Mobile
• Motivation
• Interesting Vendors
• SEO/SEM
• Targeted Display
• Video
• Advertising Agencies
• Musings
• Hispanic Research
• Humor

How many digital impression does it take?

If the client simply wants impressions, display is an easy sell.  When they tell you that you are going to be measured on CTR, you need to be pro-active.

How many transactions/sales/forms will determine that the campaign was a success? 50?  OK, if I give you 100 leads, how many will you close?  25.  Great, that means I need to deliver 200 leads for you to get to your goal of 50.

The national CTR is approximately 0.05%.  In your other campaigns what CTR have you experienced?  0.08%.  That means we need to run 250,000 impressions at .08% to yield 200 sales leads.  Obviously a higher or lower CTR will affect the results, but we have a place to start.

CTR	Impressions	Leads
0.05%	250,000	125
0.08%	250,000	200
0.10%	250,000	250

 

While this approach may seem basic, a client in San Antonio told me that we are the lead choice for their digital marketing for 2013.  One of the primary reasons was that we were the only respondent that asked “how will you determine if the campaign is successful” and then submitted an RFP telling us how many impressions it would take to reach our goal.  Everyone else just tried to sell us more impressions…