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Website Optimization and its effect on offline marketing

Do marketers consider website optimization or SEO efforts when planning their offline marketing strategy? Leveraging website optimization efforts can provide you with a more insightful and better crafted message for your offline marketing strategies.

According to Marketing Sherpa’s study, “Discovering the most effective messaging and positioning is crucial for crafting an effective value proposition, and then incorporating that vision into larger marketing campaigns. Website optimization offers marketers a chance to test these elements of value, and to use these results to isolate which products, messages and campaigns truly resonate with their audience.”

The question to the respondents was if their organization used lessons learned from their site’s optimization efforts to make adjustments to their offline marketing campaigns.

Website optimization appears to have a positive effect on other marketing operations, as 70% of those surveyed reported they use website optimization lessons to inform offline campaigns and other marketing communications. Marketing Sherpa Chart of the Week

Website optimization appears to have a positive effect on other marketing operations, as 70% of those surveyed reported they use website optimization lessons to inform offline campaigns and other marketing communications.

70% of the organizations use website optimization insights to inform offline marketing campaigns.

Use website optimization findings to improve overall marketing efforts

While this 70% is a significant percentage, we learn from subsequent data in the 2012 Website Optimization Benchmark Report that marketers who have reached more advanced levels of optimization practices are 57% more likely to assimilate lessons from optimization testing protocols into offline campaigns and broader messaging.

Online testing is a cost-effective way to produce more effective marketing strategies in expensive offline channels. Identifying the keywords and keyphrases your audience searches for and responds to enables marketing to craft messages that produce better results.

Have the real-time, real-world insights you have gained from online testing allowed you to affect other areas of the company, such as product development and customer service?

Website optimization efforts help you sharpen your overall customer theory

When using validated test data, website optimization can offer insight into your customers’ inner motivations. This is why it’s so important not to leave money “on the table” when choosing to omit these insights from other marketing initiatives.

Website optimization discoveries allow you to better convey your value proposition in offline channels and therefore improve your offline marketing.

Website optimization efforts help you sharpen your overall customer theory

Website optimization efforts help you sharpen your overall customer theory

Claudia Goffan - Target Latino CEO
WOM Campaigns - social conversations
Best Latino Advertising Campaigns
hispanic market forecast trends
Never doubt that a small group of thoughtful, committed citizens can change the world; indeed, it is the only thing that ever has -- Margaret Mead

Never doubt that a small group of thoughtful, committed citizens can change the world; indeed, it is the only thing that ever has — Margaret Mead

Next Quote? funny inspirational quotes on every post!

Website Optimization and its effect on offline marketing

Do marketers consider website optimization or SEO efforts when planning their offline marketing strategy? Leveraging website optimization efforts can provide you with a more insightful and better crafted message for your offline marketing strategies.

According to Marketing Sherpa’s study, “Discovering the most effective messaging and positioning is crucial for crafting an effective value proposition, and then incorporating that vision into larger marketing campaigns. Website optimization offers marketers a chance to test these elements of value, and to use these results to isolate which products, messages and campaigns truly resonate with their audience.”

The question to the respondents was if their organization used lessons learned from their site’s optimization efforts to make adjustments to their offline marketing campaigns.

Website optimization appears to have a positive effect on other marketing operations, as 70% of those surveyed reported they use website optimization lessons to inform offline campaigns and other marketing communications. Marketing Sherpa Chart of the Week

Website optimization appears to have a positive effect on other marketing operations, as 70% of those surveyed reported they use website optimization lessons to inform offline campaigns and other marketing communications.

70% of the organizations use website optimization insights to inform offline marketing campaigns.

Use website optimization findings to improve overall marketing efforts

While this 70% is a significant percentage, we learn from subsequent data in the 2012 Website Optimization Benchmark Report that marketers who have reached more advanced levels of optimization practices are 57% more likely to assimilate lessons from optimization testing protocols into offline campaigns and broader messaging.

Online testing is a cost-effective way to produce more effective marketing strategies in expensive offline channels. Identifying the keywords and keyphrases your audience searches for and responds to enables marketing to craft messages that produce better results.

Have the real-time, real-world insights you have gained from online testing allowed you to affect other areas of the company, such as product development and customer service?

Website optimization efforts help you sharpen your overall customer theory

When using validated test data, website optimization can offer insight into your customers’ inner motivations. This is why it’s so important not to leave money “on the table” when choosing to omit these insights from other marketing initiatives.

Website optimization discoveries allow you to better convey your value proposition in offline channels and therefore improve your offline marketing.

Website optimization efforts help you sharpen your overall customer theory

Website optimization efforts help you sharpen your overall customer theory

Claudia Goffan - Target Latino CEO
WOM Campaigns - social conversations
Best Latino Advertising Campaigns
hispanic market forecast trends
Never doubt that a small group of thoughtful, committed citizens can change the world; indeed, it is the only thing that ever has -- Margaret Mead

Never doubt that a small group of thoughtful, committed citizens can change the world; indeed, it is the only thing that ever has — Margaret Mead

Next Quote? funny inspirational quotes on every post!

Hispanic Millennials require New Marketing Strategies

Hispanic Millennials by the numbers. What are they like and how do they differ from other Hispanics or other Gen Yrs? Read on.

(The Hispanic Millennials require New Marketing Strategies article has been updated on 2015)

Latinos will account for more than 80% of the growth in the population of 18- to 29-year-olds over the next few years and this makes them a key demographic for marketers targeting young consumers. However, marketers need to develop their marketing strategies taking into account the rapid changes under way in the composition of the population of the Hispanic youth.

Hispanic Millennials

Hispanic Millennials

Hispanic Millennials by the Numbers

In 2015, a total of 22.7MM Hispanic Americans – that is a 42% of the total U.S. Hispanic population – are Millennials. This represents 27% of all U.S. Gen Yrs.

A pretty impressive number when compared to a total of 10.8MM Gen Xrs, and 7.4MM Latino Boomers.

Now, let’s take a look at the 2010 Census data compiled by the Pew Hispanic Center:

  • 58% of Latinos in the 20- to 29-year-old age group are U.S.-born,
  • 81% of Latinos in the 15- to 19-year-old age group are U.S.-born, and
  • 95% of those in the 10- to 14-year-old age segment are U.S.-born

Thus, within a few more years, U.S.-born Latinos will dominate the 18- to 29-year-old age segment within the Hispanic population.

Don’t take these numbers lightly just because they were gathered in 2010. It is only less than 5 years ago and all you need to do to comprehend the magnitude of this impact is subtract 5 years to each segment and the percentage of U.S. Born Hispanics dominates even more.

What are Hispanic Millennials like?

Unlike their immigrant parents who tried to be less visible, Hispanic millennials want to “stand out and be noticed.” They still embrace parts of their culture—mostly family, music and food— and they have incorporated American values such as open-mindedness, especially in their relationships. Hispanic Millennials are abandoning class hierarchies and embracing working class moral standards. They want to become heroes, healers, rescuers as well as small business owners.

The proportion of foreign-born/U.S.-born population has been rapidly changing among young Latinos and this has had a significant impact on the media usage habits of Hispanic Millennials, who for the most part are now the children, grandchildren or even great-grandchildren and beyond of Latino immigrants. A phenomenal 73% of 18- to 29-year-old Latinos watched English-only television or a combination of English and Spanish language television in the past seven days. Only 4% watched Spanish-language television alone.

Hispanic millennials (see Hispanic Market Trends Forecast) are nearly 66 percent more likely to connect via mobile than non-Hispanic whites. And they are nearly twice as likely to own a tablet such as an iPad. Online, Hispanic millennials are just as likely as other millennials to be heavy Facebook users but they are almost twice as likely to use YouTube.

When Millennial Latinos read magazines or visit websites, English predominates even more. They are more likely to read English-language magazines alone then they are to look into a combination of English and Spanish magazines (28% vs. 21%). When going online, 18- to 29-year-old Latinos are even more likely to choose to visit English-language websites alone rather than both English- and Spanish-language sites (38% vs. 25%).

Still, Hispanic millennials are maintaining close ties with their cultural heritage. The Pew Hispanic found that among the U.S.-born children of Hispanic immigrants, country of origin is still important. As far as self-identification, 33 percent of second generation Latinos use American first, 21 percent refer to themselves first by the terms Hispanic or Latino, and 41 percent refer to themselves first by the country of origin of their parents.

While Hispanic millennials may want to make it on their own, they are more likely to still be living in their parents’ home. More millennials are doing this due to the economy and delayed marriage and children trends. But Latinos are “the” most likely to live in a multi-generation home.

They feel like a generation and have great expectations for themselves. They are also aware of their future family obligations and the difficulties they will face to be able to support their parents and grand-parents.

Unlike their Gen Y counterparts who have been told over and over again that they are special, and expect the world to treat them that way, Hispanic Millennials see themselves as part of their families, communities and not separated from the rest.

As a result, marketers in both the Latino and youth markets have had to revamp their marketing strategies about how to reach this key demographic.

Franz Kafka quote

Franz Kafka quote

go for it

go for it

Next Quote? funny inspirational quotes on every post!