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Harnessing the power of Facebook to target the Hispanic consumer: An automobile and QSR analysis
Journal of Cultural Marketing Strategy,
1
(1),
54-63
(2015)
Abstract
Capturing the Hispanic share of wallet is increasingly important for brands, yet many struggle to make resonant, authentic connections to this market. As the US Hispanic population and its purchasing power grow to record proportions, the use of social media has become increasingly important. Leveraging social data as part of a digital marketing strategy can help marketers gain meaningful insights into Hispanic consumers to drive ROI. The ability to match social Big Data with well-profiled consumers is the key to effectively leveraging social media. The following two studies — the first investigating Hispanic brand fans of two major automakers, the second investigating Hispanic brand fans of three quick-serve restaurants — utilise Lightspeed GMI’s social media intelligence tool, Context, to glean insights into Hispanic consumers. The research tests the hypothesis that corporations can effectively reach Hispanic consumers and formulate authentic content strategies through social media data, revealing insights into the unique tastes and preferences of this fast-growing segment.
Keywords: Hispanic marketing; ethnic marketing; digital marketing; trends; multicultural; Facebook; social media; online marketing; profiled panel
The full article is available to subscribers to the journal.
Author's Biography
Edward Staples is director of client relationships at Lightspeed GMI, the market research operations arm of Kantar. Edward joined Kantar in 2013 as a vice president of business development for Millward Brown. In his current role, he helps client partners across several industries improve research quality, scope and ROI on their market research initiatives, including leveraging the Context social media intelligence tool. He has also served as VP of business development for HCD Research, a full-service market research firm, where he consulted with Fortune 1000 clients across several industries. Edward has presented at Market Research Association and Advertising Research Foundation events. His multicultural experience includes involvement in qualitative and research initiatives across several industries to help foster a deeper understanding of the needs of Hispanic consumers with the goal of developing new products, messaging and marketing which resonate with that audience. In 2014, Edward was a top ten finalist in Lightspeed GMI’s Market Research Innovation competition for his proposal around leveraging Lightspeed GMI’s innovations to advance clients’ Hispanic consumer research. Edward is a graduate of the University of Massachusetts, Amherst, where he earned a BA degree in English, and is a published novelist and black belt karate instructor.
Tiama H. D. Fowler is product marketing director at Lightspeed GMI, where she serves on the Global Marketing and Business Strategy Team. Her daily responsibilities include driving multiple aspects of product development and management and serving as a key interface with clients and business development teams for the Lightspeed GMI product portfolio. Tiama has spent most of her career serving in a variety of client-facing and product-related roles, focusing mainly on global strategic business development opportunities and advancing innovative methods for conducting online quantitative research. She is most passionate about helping clients figure out how to utilise different data to better understand their target market so that the experience for the consumer feels more relevant and welcome. Social data is one of the data types that Tiama has built up expertise in applying at the primary research stage.
