Archive for March, 2010
I’m part of a team hired to overhaul its website and we took the tour to glean information for our content strategy.
The woman who showed us around gave us good fodder for our project. We asked questions about all kinds of things and wondered what she thought of the website we’re planning to redo.
She offered a number of suggestions and said the site doesn’t have enough information.
A curious comment
Back in the office a colleague expressed surprise at that comment. The site has nearly 200 pages and is chock full of text. How can it be light on info?
I reckoned our guide meant the site doesn’t have enough useful information.
Clutter hides the good stuff
Our tour enabled us to realize this is a fabulous facility with numerous one-of-a-kind advantages.
You wouldn’t necessarily know it from the website. Someone who wants valuable insight into what this center provides, its benefits, or how it differs from other places offering similar services, would be hard-pressed to figure it all out.
Many of those details are in fact noted on the current site. That good stuff, however, is surrounded by extraneous text. It gets lost amid the clutter.
How too much can add up to nothing
Our team has more research and planning to do for this web project. We’ll have follow-up questions for our guide and will probe more deeply to determine what information she’d like to see on the site.
Meanwhile, there’s a simple lesson to be learned here.
Take a look at your website. How much of the content offers real value to users? How much is superfluous filler?
Tip: Too much needless information becomes a whole lot of nothing. Clear out the clutter.
- Deni Kasrel
So what do YOU think? Comments welcome.Read Full Post | Make a Comment ( None so far )
No way, you say?
You may be doing so without even realizing it.
In which case, you’re on par with about half the Fortune 1000 companies
Marketers miss out on the Hispanic community
Orci, a Los Angeles-based agency, recently conducted a survey of marketing and advertising executives at Fortune 1000 businesses. The survey indicates 51% of respondents do not specifically market to Hispanics or Latinos — the fastest growing ethnic population in the U.S.
Meanwhile, most of these same execs agree that Latinos will impact U.S. companies’ product and service offerings in the next five years, particularly in food tastes, fashion and technology.
Hmm… sure looks like an opening for savvy marketers to seize on.
Time to focus on the opportunity
Orci’s survey is timed to tie into the 2010 census, which is projected to show 50 million Hispanics live in the U.S.
CEO Hector Orci commented on his agency’s research in an article titled Latinos are a Driver of Business: Which Companies Will Take the Ride?, where he laments, “We feel like we’re in a time warp.”
Still, he reckons, “Rather than shake my head at the findings and talk about how I wished American businesses had changed over the last 20-30 years, I suggest we focus on the bigger story: the opportunity.”
Orci goes on to dispel certain notions about Hispanic habits: “What does it say to us when El Paso is the texting capital of the U.S.? Time to dispel myths about Latinos and the so-called digital divide. When Hispanics are the heaviest users of wireless through mobile phones and laptops, there is no divide.”
Guidelines to consider when marketing to Hispanics
Now maybe you’re a local business in an locale where few Latinos reside. Or perhaps you’re a niche business where this type of segmentation isn’t relevant.
Fair enough. Still, for many businesses there’s an untapped market here. And don’t forget social media — Orci claims nearly 80% of Latinos “engage in some kind of online socializing.”
Of course, you’ll want to do planning and strategizing. Here are a few points to consider:
- Be aware one size does not fill all. Preferences for Latinos hailing from Mexico may differ from Latinos native to South America. You’ll want to determine who makes your market and create campaigns specific to those populations.
- Hire an agency or consultant that understands and speaks the language of the specific target segment(s) you aim to reach. That way you stay aware of cultural nuances and can avoid creating campaigns that may be perceived as culturally offensive.
- Meet your market via its preferred media. Target the publications, TV/radio stations, websites and social media favored by your Hispanic communities.
I’ll close with another quote from Hector Orci. It offers as good a reason as any to pay attention to this demographic: “At a time when American businesses are fighting to regain market share, the opportunity to effectively engage the Hispanic market as a growth strategy is just too compelling to ignore.”
- Deni Kasrel
What do YOU think of the survey cited here? Does your business take advantage of the Hispanic market? Please share your thoughts.Read Full Post | Make a Comment ( None so far )