Ketika banyak orang berpikir tentang teknologi dan gadget ketika mereka memikirkan Consumer Electronics Show (CES), Nielsen memperkenalkan kepada para peserta konferensi tahun ini tentang peluang yang semakin besar yang ditawarkan oleh konsumen Latin kepada para pemain di bidang teknologi, mengingat adopsi dan penggunaan mereka yang tinggi terhadap semua hal yang berbau digital.
At CES 2019, Nielsen’s Stacie de Armas, VP, Strategic Initiatives and Consumer Engagement, led the “Authenticity + Tech: Winning Latinx Engagement session,” which explored how companies can successfully reach the U.S. Hispanic community—digitally connected consumers who are driving growth for a variety of industries. She was joined during her session by Latinx marketing experts Javier Delgado, Senior Director of Marketing for Walmart, and Roberto Ruiz, EVP of Research, Insights and Strategy for Univision.
Stacie began with a presentation on the state of Latinx digital consumption, highlighting insights from Nielsen’s recently released Diverse Intelligence Series (DIS) report Descubrimiento Digital: Kehidupan Online Konsumen Latinx. She made a clear case that companies without a Hispanic outreach strategy risk the ability to drive future growth. Next, Stacie, Javier and Roberto discussed how their respective companies create shopping experiences, advertising campaigns and video content that appeal authentically to Latinx consumers. Each expert implored attendees to develop messaging that reaches Hispanic consumers “in-culture” rather than focusing on reaching them in Spanish or English. The group also emphasized Hispanics’ relative youth; with a median age of just 28, Latinx consumers are a powerful consumer group who are on the cusp of their prime spending years.
"Narasi bahwa konsumen Hispanik AS berada di sisi yang salah dalam kesenjangan digital sama sekali tidak akurat," kata Stacie. "Konsumen yang kuat dan berjiwa muda ini sepenuhnya terlibat dalam platform digital dan sosial, dan menggunakan alat digital ini untuk mendorong pertumbuhan merek dengan cara yang mencerminkan pengaruh yang mereka berikan terhadap ekonomi AS secara keseluruhan."
Tim juga membahas fakta bahwa perusahaan perlu menjadi pendukung aktif dalam isu-isu komunitas Latinx. Konsumen Latinx melaporkan bahwa mereka lebih cenderung membeli produk dari merek yang mendukung isu-isu yang mereka pedulikan, dan mereka bersedia membayar lebih mahal untuk sebuah produk jika produk tersebut dibuat oleh perusahaan yang mereka percayai. Perusahaan yang ingin mendapatkan dolar dari konsumen Latinx harus memasarkan produknya secara efektif kepada konsumen ini sembari membangun dialog yang otentik dengan komunitas mereka. Setiap panelis berbicara tentang bagaimana perusahaan mereka masing-masing mendukung komunitas Latinx di seluruh AS, dan bagaimana inisiatif tersebut telah menciptakan hubungan yang saling menguntungkan dengan konsumen.
At the conclusion of the session, Stacie stepped into the CES C Space Influencer Studio for a conversation with James Kotecki, Director of Marketing & Communications for Infinia ML, that was broadcast live. James and Stacie delved deeper into the insights presented during the session and reflected on the economic impact of Latinx consumers.
The insights Stacie shared throughout the session, derived from Descubrimiento Digital, are part of our annual DIS reports, which explore the unique purchasing and consumption habits of diverse consumers. The DIS has become an industry resource that our clients use to better understand the unique trends of multicultural groups and tailor advertising toward them. The CES session made a clear connection between the population shifts underway in the U.S. and future growth opportunities, which is a vital learning for any company looking for long term business sustainability in the face of an increasingly diverse consumer landscape.
Nielsen was an official partner of CES 2019, with a focused presence on how innovation in our business and products can help businesses drive growth in a fragmented media landscape.
Top photo (from left): Stacie de Armas, Javier Delgado and Roberto Ruiz.
