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Hispanic buying power increases marketing needs |
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With the Hispanic
population increasing
every year, marketers are
assessing which techniques
work best for this untapped
market. Demographic data
suggests direct mail is an
effective medium, since the
Hispanic segment of Internet
home users is only 37 percent,
compared to 66 percent of the
general population. But new
research by eMarketer predicts
that online usage by Hispanics
will grow to exceed 20 million
users by the end of the decade.
according to a New York-based
Conference Board, purchasing
power for the under-45
Hispanic segment is expected
to grow from $295 billion
to $397 billion by 2010. |
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Seniors still prefer print over e-newsletters |
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hile both print and
e-newsletters are a critical
part of the communications
mix, the senior segment tends to
prefer reading print newsletters. MarketingProfs.com states that
hardcopy newsletters may still
be the publication of choice for
companies that have a higher
percentage of seniors in their
databases, for many reasons,
including an easy-to-read format
and flexibility in where and
when they can be read. And,
according to Pew Internet & American Life Project research, even though Internet usage continues to rise among senior citizens, in general, most seniors still live their lives quite removed from the Internet. |
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Viral marketing spreads like wildfire |
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iral marketing exists in
many forms — viral ads, videos, e-mails and blog sites. Whatever the form, its marketing effectiveness may only be outdone by the public’s determination to stay on the cutting edge of creative self-expression. Companies like Conagra and Hewlett-Packard are scanning Internet message boards for up-to-the-minute information on consumer behaviors and preferences. And a recent study by Sharpe Partners revealed 89 percent of adult Internet users in the United States share content — including brand messages — via e-mail. The study also cited that 75 percent of respondents forward viral content to up to six other recipients.
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