How Creativity Has Evolved from Traditional Advertising Agencies to Digital Marketing Agencies
It should come as no surprise, but ‘creativity,’ as a concept, has taken marketing to a whole new level. Whether you advertise to the Hispanic market or the General market, It has helped brands, big and small, reach out to their target audience more efficiently. Not only did it help in the evolution of the marketing methodologies, but it also brought a cultural and societal shift. In this blog, we will look into how creativity and advertising agencies evolved from traditional advertising to digital marketing agencies and whether your Hispanic marketing strategy needs to evolve, too.
Traditional Advertising vs. Digital Marketing
Traditional advertising was limited to offline tools such as newspapers, magazines, radios, and billboards, especially in Hispanic media strategies. Products and services were displayed in hopes that they would create a lasting impression. And communication remained merely one-sided. Not to say they didn’t work, though. They did... as much as they could. Hispanic advertising on TV has ruled for over 20 years.
Digital marketing, on the other hand, opened up a surfeit of avenues for marketers to explore Hispanic digital marketing. This new marketing method gave way to easy one-click solutions and swipe-ups.
Along with creating an emotional impact on the customers, digital strategies are also accompanied by an interactive system of a brand’s digital ecosystem. This system allows customers to get in-depth knowledge of both the brand as well as the desired product. This system of interaction did not exist before digital marketing. It’s important to note that Hispanics on Social Media interact more with brands that offer Spanish content.
Conventional methods of marketing
Television
TV, which was actually invented in the 1920s, aided in better brand awareness through succinct storytelling. Few seconds of ads in-between programs influenced the target audience. However, it gave no option for immediate CTA to the customers whatsoever.
Radio
Little did Marconi know that his invention would help marketing go places! WEAF developed the first-ever ad on the radio in the United States. Businesses got a chance to advertise for a fee of $50. KCOR am in San Antonio, Tx was the first Hispanic radio station to begin broadcasting in Spanish way back in 1945.
England became the first one to embrace the infinite opportunities print advertising awarded. It revolutionized the way retailers sold products and also generated revenue for publishers. Unfortunately, print was, for the most part, an after-thought in Hispanic Marketing Strategies.
New ways to reach out to the target audience
Social media
Right from the first thing in the morning to the last scroll at night before sleeping, we spend most of our time on a social networking platform — be it Facebook, Instagram, or Twitter. All these platforms have emerged as new forums for the sellers to get connected with their target audiences. Besides, social media immensely improves ROI, further boosting the cash flows. Communicating with Hispanics on this channel alone opens up the possibilities of reaching Acculturated Latinos and Non-Acculturated Latins (plus everything in between) in just one place. In English or Spanish and, to make it a little more fun and perhaps more relevant, in Spanglish.
Here are some stats that will prove why social media is the best way to reach out to your audience:
● There are 3.5 billion social media users worldwide, or about 45% of the current population (Emarsys, 2019).
● Roughly two-thirds of U.S. adults (68%) are Facebook users. (Pewinternet, 2018).
● People spend an average of 3 hours per day on social networks. (Globalwebindex, 2019).
● 54% of social browsers use social media to research products. (GlobalWebIndex, 2018).
Search engine marketing
Advertisers pay to make you click on their ads. This is what PPC, pay-per-click, is. Buyers use search engines to look up products, and sellers pay to place their ads on the first pages of search engine results. Every Hispanic marketing strategy should include a PPC campaign with trigger words in English and Spanish.
Google has made constant efforts to make digital marketing smoother for both consumers and sellers.
● Google’s RankBrain algorithm (2015) provides relevant search results.
● Google launched Google Ads in 2000.
● Google started optimizing SERPs for mobile users.
Content marketing
Nearly 88% of B2B marketers use content marketing. With the advent of Google Panda, content became king. Tools like Kred helped retailers assess their influence in the marketplace. Hispanics over-index when it comes to researching products and services online, making bilingual Content Marketing twice the King.
Inbound marketing methodologies
Prioritizing the customers became the priority. The threefold methodology of inbound marketing — attracting, engaging, and delighting the customers — helped producers build long-lasting relationships.
It included creating content to attract customers and designing an SEO strategy to optimize all this content. Improving the inbound sales calls, solution selling, chatbots, and surveys helped attract more buyers. In fact, almost 60% of B2B companies use chatbots today. All chatbots should have an option to select either English or Spanish to give the user the best experience possible.
Marketing automation
Stats proved that this method increased sales productivity by as much as 14.5%. Automated messages were sent to purchasers via social media accounts, emails, and text messages. Tools like MailChimp helped send millions of emails in a single day. Platforms like Hubspot or Sharpsrping make marketing automation and customer relationship management a breeze.
All these innovative ideas have led to the transition from traditional advertising to digital marketing. Not many of the larger and well-known Hispanic agencies have made the transition to Hispanic digital marketing agencies. A bilingual marketing agency with SEO/SEM capabilities and traditional advertising know-how is your best bet for reaching today’s Hispanic audiences.
Give Big Bite Marketers a call, fill out a form, or send us an email. We’ll gladly help you develop and produce your Hispanic Digital Marketing Strategy along with TV, Radio, and Print executions in English and Spanish.