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Advertisers were out in front of their agencies with reports of spending increases for email marketing, corporate websites, paid search and display ads.

US-based research from the Direct Marketing Association (DMA) found similar patterns. Marketers were more likely than agencies to say they always or often used online tactics like emails, paid search, SEO and display. Agencies, as in the Econsultancy data, placed a significantly greater emphasis on mobile; they were 7 percentage points more likely than marketers to be familiar with it, and more than twice as likely to use it frequently.

The Econsultancy study also found agencies and their clients disagreed about their ability to measure the return on investment from many digital channels. Advertisers were more optimistic than agencies about how well they could assess the success of their efforts with paid search, email, corporate websites, display and mobile.

Ability to Measure ROI from Select Digital Marketing Channels According to Advertisers and Agencies Worldwide, Jan 2011 (% of respondents)

Whether advertisers are overconfident or agencies too tough on their clients’ capabilities, the perceptual gap could be significant in determining which channels see more of clients’ dollars.

In 23 of the 33 states, census counts were higher than the latest census estimates of Hispanics by at least 2%. In three states, the count was at least 2% lower than the census estimate. In the remaining seven states, the difference was less than 2% in either direction. By comparison, the difference between census estimates and the 2010 Census count for the total population in these 33 states was well under 1% (.2%).

Unlike the decennial Census, designed to be a 100% count of the U.S. population, the Census Bureau's population estimates are annual updates of counts from the previous census based largely on birth certificates, death certificates, immigration data and other government records. The most recent published state population estimates for Hispanics were as of July 1, 2009. For this analysis, the Hispanic estimates were updated to Census Day, April 1, 2010, by extrapolating the 2009 estimates based on each state's Hispanic population growth rate from 2008 to 2009.

The Pew Hispanic Center analysis indicates that states with large percentage differences between their Hispanic census counts and census estimates also were likely to have large percentage differences between census counts and census estimates for their total populations. This reflects the large role that Hispanics play in overall population growth. Hispanics have accounted for most of the discrepancy between 2010 Census counts and census estimates of states' total populations.

In addition, states with small Hispanic populations and states with rapidly growing Hispanic populations were most likely to have a mismatch between their census counts and census estimates of Hispanics, according to the Pew Hispanic Center analysis. As a group, the 27 states that have Hispanic populations under a million people (including many where Hispanic counts grew sharply) had a larger percentage gap between their census counts and census estimates than did the six states with larger, longer-duration Hispanic communty.

The higher usage levels of Spanish-speaking Hispanics flow down to many online video sites. With the exception of Hulu, Spanish-dominant and bilingual Hispanics were about as likely, or more so, than English-dominant Hispanics to have visited various video sites in the month before the survey.

Similar trends were found for social networking on various sites. Myspace, in particular, was more popular with Spanish-dominant and bilingual Hispanics. For most other sites, including Facebook, they showed roughly the same or higher usage rates than English-dominant Hispanics.

This data is noteworthy because Hispanics, especially the Spanish-dominant and foreign-born, are less likely to use the internet than other US ethnic or racial groups.

A Washington Post survey found that 72% percent of Hispanic adults used the internet at least occasionally, 15 percentage points behind whites. This is despite the fact that Hispanics are the youngest ethnic or racial group in the US, with a median age of 27. For blacks it is 31 and for whites 41, according to the Census Bureau.

A closer look at the “digital divide” reveals a split within the Hispanic population itself, rather than between Hispanics and other ethnic groups. According to the Pew Hispanic Center, 56% of the US Hispanic population ages 16 and older is foreign-born. US-born (native) and English-speaking Hispanics have internet usage rates nearly indistinguishable from whites. Rates among foreign-born and Spanish-speaking Hispanics however, drop off.

Nativity is correlated with language-speaking ability, as well as education and income. Pew noted that when these factors were controlled for, differences in internet use, home broadband access and mobile phone use between Hispanics and other groups disappeared.

Hence, online video and social networking, especially certain sites, present unique vehicles for reaching internet-shy Hispanics. Online video either offers a greater range of Spanish-language content, or is able to overcome language barriers altogether due to the visual nature of the medium. Social networking, on the other hand, is a naturally desirable tool for anyone to communicate with friends and family, particularly when located in different countries.

“Seguros Sin Barreras has a great brand name and strong reputation among Hispanic consumers and the combination of the company’s assets with Confie Seguros’ extensive locations will create a powerful market leader that will further expand our reach and enhance our ability to generate new customers,” said John Addeo, CEO of Confie Seguros, in a statement.

Valeria Rico, former CEO and president of Lexicon Marketing, will join Confie Seguros as chief marketing officer.

Confie Seguros has annual revenue exceeding $130 million. It is present in California, Arizona, Texas, and Washington and expects to expand to Florida, Georgia, Nevada and other states.

About PowerDirect - PowerDirect offers technology-based front door marketing services and strategies, developed to influence consumers through the uncluttered and highly-targeted environment of the front door. Nationally or neighborhood by neighborhood – advertising, coupons, product samples and promotional messages are delivered directly to the right door at the right time. Innovated as the 'Science of Front Door Marketing,' PowerDirect achieves measurable results for its major brand clientele through technology-based processes and proven direct response tools and methodologies. PowerDirect's Fortune 500 brand and agency clients have access to relevant creative, precision targeting, superior execution, auditing, and verified delivery information. For more information, call 877-737-8977 or visit Power Direct

Because buying power is projected to be $1.4 trillion by 2013 and approximately 41% of U.S. Hispanics live in American Airlines hub cities, the campaign aims to demonstrate that the airline understands the travel aspirations of U.S. Hispanic customers who desire enriching experiences while traveling worldwide. The campaign emphasizes how the airline can meet customers' travel needs, whatever they may be.

"[Hispanics] are the opportunity market," Alisa Joseph, vice president of advertiser and marketing services for Scarborough Research, tells Marketing Daily. "This is really the ideal niche way to reach the Hispanic market."

Smartphone adoption is also increasing among the Hispanic population. Currently, 19% of Hispanic adults live in a household that owns at least one smartphone, compared with 5% in 2005. That growth rate is on par with the general population; 23% of the general population owns smartphones, compared with 9% in 2007, according to Scarborough.

Hispanics are also more likely to use their devices for other purposes than simply talking on the phone. They text at greater rates than the general market (64% vs. 56%), download music at greater rates (22% vs. 15%), play games more often (19% vs. 15%) and access social networks more often (12% vs. 10%).

"The rise of smartphones and apps is redefining mobile marketing," Joseph says. "As this industry continues its rapid evolution, the importance of Hispanics as mobile marketing targets will only continue to expand."

Scarborough's research hews closely to that conducted by Hispanic marketing agency San Jose Group, which found that Hispanics spend more hours per week on social networks than the general population (2.4 vs. 1.7), blogging (1 vs. 0.7) and more time accessing the Internet through their mobile phones (1.1 vs. 0.4).

"Retailers have the opportunity to intertwine disciplines to effectively engage these consumers and transform them into brand ambassadors," said agency president George L. San Jose, in a statement. "It is essential for them to incorporate interactive content that can naturally be implemented and executed in their day-to-day social life."

A lot of credit has to go to the International Franchise Association's "MinorityFran" program. One branch of this organization, the IFA Educational Foundation sponsors a Diversity Institute which is tasked with increasing the number of minorities who find success in franchising. This includes all aspects of the business such as franchisors, franchisees, suppliers, and employees.

1-800-BEISBOL.com - Analysis: It's all about Local! (On Univision's Interactive Recent Move)

Portada Online September 2010 - Yesterday, Univision Interactive Media, Inc. announced the launch of 72 new online and mobile TV and Radio sites in 20 top Hispanic markets nationwide. This is part of Univision’s ongoing effort to drive growth on the local level. The move reflects a renewed emphasis in the media and advertising sector to reach local audiences and deliver them to advertisers.

“From a retailers perspective it is really about understanding the 5 mile radius to the store”, Kristyn Page, Multicultural Marketing Director at Macy's tells Portada.

“We are currently witnessing the mass-localization of media and marketing, with the consumer in the driver's seat. The challenge for marketers will be tapping into the huge data potential that exists and making the best decisions accordingly. That will require a more fluid media mix, adaptable down to the neighborhood level, with demographics, shopping patterns and media usage habits playing a major role in altering that mix”, Randy Novak, Director of Newspaper Strategy at NSA Media, recently told Portada.

A successful connection with local Hispanic audiences is going to be one of the main drivers of Corporate America's sales over the next decade, particularly after the 2010 Census results show the growth of the Hispanic population. This is why Portada is dedicating its flagship Hispanic Advertising and Media Conference this year to the theme “Connecting National Brands to Local Audiences”, Sept. 30 NYC, Scholastic Auditorium and Greenhouse Terrace. (See special supplement inside last Portada's issue).

One example of the mass-segmentation of marketing described by NSA Media's Novak is how national retailer Macy's mails out its catalogue. Macy's mails 7,000 different versions of its catalogue. The editorial content of each of the 7,000 different versions mailed out adapts to each consumer individually far exceeding broad ethnic categories.

“If they are Hispanic, they will have Hispanic food included, but if the research shows that they like organic food, this will also be included so it is really about appealing to each individual”, says Krystin Page, Multicultural Marketing Director at Macy's.

The National - Local Pendulum

Of course, national branding still has its place and is often incorporated in an overall company's marketing strategy. One important aspect for Hispanic marketers in major corporations is to make sure that the Hispanic consumer is taken into account within the overall marketing approach. At best, general market campaigns get permeated by Hispanic marketing considerations. Marketing Media Manager, at Volkswagen Group of America, Inc, says that one of the main reasons Volkswagen embraced soccer as a marketing theme is the fact that Hispanic audiences love soccer. Last year, Volkswagen signed a four year deal with Major League Soccer. The agreement includes a commitment to media buys with MLS broadcasters ESPN, Univision and Fox Soccer Channel. One of the main challenges for retailers is to create a national program that still affects stores at a local level.

Out of its approximately 1,000 stores nationwide, Best Buy has identified between 280 and 300 stores that are “Hispanic”, because they have a significant Hispanic customer base, Teresa Iglesias Solomon, Director of Multicultural Marketing Initiatives at Best Buy tells Portada. Best Buy has a customer database of approximately 50 million people. In the Hispanic market, the challenge is to get customer specific data, as Hispanics are more prone to pay with cash and not use credit cards. Best Buy does between 60-80 overlays to identify what part of its customer base is most prone to buy its products in the short and medium term. These results then are the basis for its marketing and local and national advertising plan. Hispanic media companies are rapidly adapting to the new trend of localized advertising increasingly demanded by advertisers. Media behemoth Univision recently introduced a new division which reflects the realignment of all operations and sales for Univision's local television stations, Univision Radio and local interactive properties into one division. In online advertising targeting is becoming a major opportunity. By applying the geotargeting layer, advertisers can direct online advertising to very specific users (e.g. Chicago residents who read Latin American newspaper websites).

Another subsector of interactive media that is enabling national and regional advertisers to connect with consumers is Local Search. Ginger Neal SVP at ImpreMedia Digital, defines Local Search as “a technology used to sort through information while online, classified ads are the information being sorted they go hand in hand. As you look at the continuum you see that directories are also a database and part of the shopping value chain to be searched because it expands into the advertiser's detailed information and takes the user closer to the transaction.”

Neal, adds that “for media business partners it is critical, especially in this economy, to ensure they market as effectively as possible and search is a key component of the media mix.”

While horizontal search engines like Google and Yahoo, capture local search advertising, their inventory is limited. In addition, horizontal search engines tend to provide better answers to people who know what they are looking for (e.g. Search Query: Pizzeria in San Antonio, TX), while local search engines, e.g. Yellow Page publishers or Hispanic focused start ups like Yasabe.com and Guiaslocal.com, tend to be better for users who do not know exactly what they are looking for (e.g. “Dining in San Antonio, TX). Yellow Page publishers and local search engines enable users to enter a “discovery process” by providing search refinements (e.g. “Italian Restaurants in San Antonio”).

Related articles:
Univision Launches 72 Online, Mobile TV and Radio Sites
Peter Walker Named President of Univision Local Media
Univision Launches New Digital Advertising and Publishing Network
Verizon will Stream Univision Interactive Media's Spanish-language broadcasts of the World Cup

CLICROI helps businesses reach their local and global customers online. It specializes in online advertising with a specific focus on the burgeoning Hispanic market in the United States, Canada, Latin America, and Spain. CLICROI designs banner advertising that generates leads and brings more online traffic to clients' websites. In addition, the company helps with online branding in order to increase recognition.

"Our goal is to focus our ads with laser precision so all the advertising dollars go directly to reach a client’s targeted audience. Our philosophy is to understand our clients’ specific needs in order to provide them with ongoing and long-term value and increased ROI."

When asked about the recent certification, Merchan commented, "I am very grateful for the people who have helped my business prosper. Susan Bysiewicz and Harland Henry from the Office of the Secretary of State were instrumental. They have promoted Business Showcases for Small/Minority Businesses and numerous networking events throughout the State.

"Pam McCormick from the Department of Administrative Services and the Supplier Diversity Program worked closely with us and went out of her way to make sure we achieved our Certification as a Hispanic Owned Small/Minority Business Enterprise.

"I am excited that my business is located in the State of Connecticut and I appreciate what the State does to support entrepreneurs."

CLICROI is located in Danbury, CT. President Nelson Merchan is a member of The Advertisement Club, 212 New York’s Interactive Advertising Club, The Danbury Chamber of Commerce and the National Society of Hispanic MBA’s (NSHMBA). He is also a SCORE Counselor helping individuals and entrepreneurs reach their business objectives.

Nelson Merchan
203-599-1237
clicroi@gmail.com http://www.clicroi.com

Lozano will retain her current post as publisher of La Opinión, a newspaper that was founded by her grandfather and which became a part of ImpreMedia in 2004. Based in New York, ImpreMedia also publishes El Diario La Prensa, the largest Spanish-language paper in the Big Apple, as well as El Mensajero in San Francisco.

While daily newspapers remain a critical component of ImpreMedia, which serves a largely Latino readership, Lozano said she intends to beef up digital content.

"I plan to focus my attention on strengthening our digital capabilities [and] our multiplatform content … delivering news to people on the platforms they use: print, online and mobile," Lozano said.

She said she also plans to strengthen local coverage in the markets that ImpreMedia serves.

Lozano's appointment signals a shift away from ImpreMedia's previous strategy of making its publications increasingly uniform, said Jose Luis Benavides, the chairman of the journalism department at Cal State Northridge.

"She knows what the publications are about because she was at the head of La Opinión, which is the paper her family founded," Benavides said. "She will likely decentralize a bit and let their papers be themselves. She cares about the bottom line, but she also cares more about journalism and retaining the identity of each paper. It's a good choice."

Lozano joined La Opinión in 1985, assuming responsibility for sales, marketing and business operations.

She also serves on the boards of Bank of America and Walt Disney Co. In February 2009, Lozano was appointed as a member on President Obama's Economic Recovery Advisory Board.

ImpreMedia is owned by a private investment group led by Clarity Partners, Halyard Capital, ACON Investments and the Lozano family.