Twitter Enhances Texting Infrastructure

Today, Twitter announced that it is acquiring Cloudhopper, a provider of cell phone texting infrastructure. According to a blog post by the company, Twitter already sees nearly a billion text messages going through its system each month, from all over the world. The new partnership will allow Twitter to better connect with mobile networks in even more countries, especially where cell phone users are more likely to have basic phones, rather than high-tech internet-capable devices. While Twitter already allows users to select Spanish as their language preference, no Latin American countries are yet listed under the site’s instructions for setting up SMS updates. However, with the Cloudhopper acquisition and with future ones that will surely follow, it will be interesting to see how the popularity of Twitter spreads throughout Latin America. I remember reading in Groundswell how new online/communication/social media technologies are most likely to catch on if they’re easily accessible. With the prevalence of cell phones throughout Latin America and the level at which these mobile users are comfortable with SMS technology, I’m anxious to see the effect of Twitter becoming even more accessible to these markets. Cover Photo Source: Anthony Correia /...

read more

Creative Strategies for the Total Market

Lately, we’ve been discussing ways to adjust a brand’s marketing strategies in order to reach The Total Market. This is based on the reality that the multicultural minorities in many of the top DMAs are now the majority, giving brands a reason to redefine what their “general market” and segment advertising programs should look like in order to connect with the true market. In previous posts, we covered the fundamentals of Total Market-focused research, and in this post, we move on to the role of the creative process. When developing creative to better reach the Total Market, we are talking about developing advertising that more effectively connects with a consumer base where the multicultural market segment has an even greater influence on a brand’s success than the traditional general market segment. This typically occurs when the advertising focuses on common behaviors, attitudes and lifestyles as a first priority, with culture, race and ethnicity playing a secondary role. Two critical principles sit at the core of the Convergent Marketing Solutions creative approach. This IS NOT about expecting a single ad to serve as the answer for reaching an entire consumer base, made up of English-speaking non-Hispanics, Hispanics, Asians, African-Americans and other nationalities.  This has been attempted many times in our industry without any success, as this kind of advertising is forced to focus on the “lowest common denominators” of its target customers and never truly connects with anyone. Rather, this approach IS about making adjustments to what would typically be considered the “general market” track of advertising. It focuses on core human truths that transcend race, culture and ethnicity AND is always supported with cohesive, integrated and culturally purposed campaigns that create a bull’s eye connection with the dominant segments. So what does this look like? The common threads that we have leveraged for our clients have ranged from music and community service to parental worries and concerns. For Sears, we focused on the cross-cultural appeal of children and community service to elevate the sponsorship...

read more

Hispanic public relations a growing discipline

After feeling like the stepchild of Hispanic marketing for a long time, public relations is coming into its own and being recognized as the powerful tool it is to reach the Hispanic segment. Manny Ruiz, publisher of Hispanic PR Blog recently did an interview with PR Week about the unique timing for public relations to finally receive the attention it deserves as a discipline in the Hispanic marketing industry. Ruiz is also involved in organizing the first-ever Hispanic PR and Social Marketing Conference this May, which is a very exciting addition to the calendar of annual conferences. Additionally, this week marks the launch of HispanicAd.com’s PR blog, which provides another resource for news related to the industry. Add to this the upcoming 2010 Census results, which will serve as a wake-up call for any corporate marketers that haven’t previously been convinced of the viability of this market, and the Hispanic PR Census, which will shine a light on the professionals working in the industry. Now that public relations has secured an increasingly influential seat at the table in the general market, it’s encouraging to see a similar trend follow in the Hispanic market. I look forward to more discussion around the growth of Hispanic public relations as a discipline and as a tool for marketers. Cover Photo Source: Flickr user...

read more