The Hispanic population is growing at a fast pace and embracing technology even faster. The introduction of smartphones and 4G connectivity has enabled Hispanics to have access to a whole new world of opportunities with a simple push of a button or tap of a screen. While Hispanics tend to have a lower percentage in overall Internet access than non-Hispanics (65% vs. 77% of white adults), they are among the most avid users of mobile broadband following African Americans (53% and 58% respectively). Whites are estimated 33% according to a research project created by The Hispanic institute.
Nearly 31% of all mobile consumers in the USA own smartphones. Now, smartphone penetration is even higher among mobile users. Nearly 45% of Hispanics own a smartphone compared to 27% of whites based on a Nielsen study on Mobile phone use.
It is estimated that 82% of Hispanic adults are using a mobile phone. Also, 64% of Hispanics are more likely than other mobile users to text message (56% of all mobile users). Now, the key to be successful in reaching out to the Hispanic community through a mobile campaign is not only by knowing who your target audience is but also having an attractive offer. This will make them respond or be part of your customer list. Sending text messages about your company information or products, defeats the purpose of a mobile campaign. Direct mail and mobile use a similar rule. You have to have a specific audience that will be interested in specific offers. However, the advantage that mobile gives you is the opportunity to build your own list of contacts and separate them based on specific needs or offers, making your list very geo targeted. Now, in order to grow your list, it is crucial to have a dynamic conversation with your customers, offering new updates or promotions during the week. However, do not make the mistake of sending messages everyday. This will irritate anyone and most definitely they will opt-out of your list.
I always appreciate when I receive a text message from my hairdresser as a reminder of my appointment or a discount on hair products during the week. Also, it truly makes a difference to me, when I receive a text message from him with a thank you note after I leave his store. Believe me, this personal touch makes a big difference to me. Besides being a great hairdresser, his appreciation to my business is what makes me a loyal customer. Hispanics do appreciate this, too.
Here are things you need to keep in mind when you are ready to embrace mobile as part of your marketing campaign. Make the right impression. Keep the communication flowing and do not over do it by sending messages everyday. Respect your consumer’s privacy. Give them the opportunity to leave feedback or follow your company in your Facebook or Twitter pages. And give the opportunity for them to opt-out of your list. As we all know, Time is Money and the idea is that you become successful from the beginning.
