Embora muitas pessoas pensem em tecnologia e gadgets quando pensam na Consumer Electronics Show (CES), a Nielsen apresentou aos participantes da conferência deste ano a oportunidade crescente que os consumidores latinos oferecem aos participantes do setor de tecnologia, devido à sua forte adoção e uso de tudo o que é 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: A vida on-line dos consumidores latinos. 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.
"A narrativa de que os consumidores hispânicos dos EUA estão do lado errado da divisão digital é simplesmente imprecisa", disse Stacie. "Esses consumidores poderosos e jovens estão totalmente engajados em plataformas digitais e sociais e usam essas ferramentas digitais para impulsionar o crescimento das marcas de uma forma que reflete o efeito influente que tiveram na economia geral dos EUA."
A equipe também discutiu o fato de que as empresas precisam ser apoiadoras ativas das questões da comunidade latina. Os consumidores latinos relatam ser mais propensos a comprar produtos de marcas que apoiam causas com as quais se preocupam e estão dispostos a pagar mais por um produto se ele for fabricado por uma empresa em que confiam. As empresas que buscam o dinheiro suado dos latinos devem fazer um marketing eficaz para esses consumidores e, ao mesmo tempo, criar um diálogo autêntico com suas comunidades. Cada membro do painel falou sobre como sua respectiva empresa apoia as comunidades latinas nos EUA e como essas iniciativas criaram relacionamentos mutuamente benéficos com os consumidores.
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.
