January 20, 2009

Direct Marketing: Alive and Well in the Hispanic Market

The Direct Marketing Association just released its latest report,
Hispanic Direct Marketing: Techniques and Best Practices. The study provides the most current benchmarking practices for direct marketing methods with expert analysis and in-depth topic including segmentation, channel use, and Spanish-language promotions. I would recommend it to anyone looking to really penetrate the Hispanic market.

If you don’t want to spend the $240 for nonmembers or the $135 for members, Direct of the Chief Marketer network has a great article summarizing some of the more interesting finds.

One of the major keys to cracking the Hispanic market is to segment data based on the number of generations that have lived in the United States to increase the response rate. Ninety-two percent of marketers use non-catalog direct mail. Specifically, 77% of companies tailor non-catalog direct mail messages while almost half use both Spanish and English promotions. Also, 52% of companies use telemarketing services to reach their Hispanic markets.

- Beatriz Alemar

posted by Beatriz Alemar @ 3:38 AM  

  • http://NicheMarketingFootprint.com Yolanda Zeus

    What an excellent blog, I’ve added your feed to my RSS reader. :-)

  • http://JohnTaylorsBlog.com John Taylor

    What an excellent blog, I’ve added your feed to my RSS reader. :-)

  • http://www.plagiarismsearch.com Olivia23

    A kind of important topic

  • http://www.facebook.com/profile.php?id=18702972 Giancarlo Sopo

    Great post, Alex.

    Any idea how Netflix’s competitors are capitalizing on this?

  • Msndpindnt

    I’m going to cancel. I’ll do the research for what I want to watch on my computer. That’s what I did before I had Netflix. With so many people having Netflix how could they need to raise their cost from 8 dollars to 16 dollars. I paid around 10 dollars and could understand a dollar raise but can’t and won’t do the new amount.

  • Info

    Sounds like a personal rant. $7.99 for unlimited streaming is a fair deal. Separating Streaming from DVD delivery makes sense if you consider the different licensing requirements.

  • Adrian orta

    Even if you use redbox its about a dollar a day and blockbuster is 5 bucks a movie. 16 a month is 50cents a day. The extra 8 dollars isnt that bad they still have great service and you can watch your movies online from a computer or a phone that supports netflix. You cant win unless netflix went to the 30 mark. I believe people are mad that something that was amazing is a little worse. They took over the market of course theyre going to raise prices thats how a business works and how netflix came to be. Its competition and there will be a new one soon

  • fgm1477

    Netflix miscalculated how many people still want to receive DVDs by mail each month, a more expensive service to provide compared to its streamed Internet videos. They have been trying to lure subscribers away from its DVDs by offering cheaper plans that include movies and TV episodes delivered over its Internet streaming service. So Netflix is adjusting its pricing to reflect the cost of its DVD business and to help bring in more money to cover growing expenses for streaming content.

  • http://www.facebook.com/profile.php?id=18702972 Giancarlo Sopo
  • http://www.facebook.com/GLRflorida Gary Robinson

    Great point and most agree that Product and Customer Service are the two most important factors in any business. Similar to the “Chicken or the Egg” debate it is difficult to determine which one is the first or most important. Netflix changed thier product that has impacted Customer Service. Seems like they may have cracked the egg this time but let’s see if it hatches! Good luck Netflix and next time be careful around the nest!

  • Matmana0k_11

    I just switch to Blockbuster and blockbuster online

    I have been with Netflix since they started out

    Everyone should just cancel to prove a point
    That they made a mistake and have to pay for it

  • Matmana0k_11

    I just switch to Blockbuster and blockbuster online

    I have been with Netflix since they started out

    Everyone should just cancel to prove a point
    That they made a mistake and have to pay for it