Digital Marketing Strategies in North American Markets

Traditional marketing has changed in the digital age, and with it, so have the tactics that businesses need to use to stay relevant. At the I Cosmetology Symposium in Barranquilla, which was hosted by Dr. Amin Ariza's School, our Director of Marketing and Admissions, Jairo Cruz, delivered a presentation where he provided a comprehensive analysis of strategies for dominating the digital market in the United States, with a particular emphasis on the Hispanic population. The conference, Dominating the Market, Digital Marketing Strategies, is based in Colombia.

Concerning the Speaker


"Digital Stars" is the first influencer of the year award in the US Hispanic market, created and produced by Ing. Jairo Cruz, MBA. Jairo has an excellent background as an industrial engineer and an MBA in senior management. He has worked with esteemed educational institutions for eight years while pursuing higher education in the United States. Currently serving as Millennia Atlantic University's Director of Marketing and Admissions, he is also the driving force behind the community's free "MAU Talks" conference series. His focus is making higher education in the US more accessible to the Hispanic community.

Digital Marketing: An Ever-Evolving Field
The modern marketing landscape has evolved. The "four C's" (communication, convenience, cost, and consumers) have replaced the conventional "four P's" (product, location, price, and promotion). However, the four C's are also aging. The "four V's" are now virality (which replaces communication and promotion), virtuality (which replaces distribution and convenience), value (which replaces cost and price), and validity (which replaces product). This transformation emphasizes how important it is to update and modify our tactics on a regular basis.
Posting on social media aimlessly is not the point.

Situation Analysis in Digital


Doing a digital situation analysis is crucial before launching any marketing campaign. Three categories comprise this analysis: Internal Analysis: In this section, we assess our online visibility at the moment. From the significance of owning a website to the applicability of keeping an updated, SEO-optimized blog. Social media platforms draw users to our primary website like fishing nets. I've heard people make the error of believing email marketing is out of date. Not at all. It is an effective tool for reaching out to potential new clients as well as staying in touch with existing ones.

These days, digital advertising is crucial. Examples of these are Adwords, Facebook Ads, Twitter Ads, and LinkedIn Ads. Considering how many people use Pinterest, it makes sense to give it a try. With so many female users, Pinterest is particularly well-positioned in the female market.

One last thing to think about is web analytics: how many visitors are there? Which pages on my website receive the most traffic? To what extent have conversions occurred? External Analysis: We look at the market, the competitors, and upcoming trends in this section. It is crucial to identify and comprehend the habits, interests, and behaviors of our ideal client, or "persona."

Strengths, Weaknesses, Opportunities, and dangers (SWOT) analysis is a crucial tool that helps us recognize our advantages, disadvantages, opportunities, and dangers.

Outlining Goals and Approaches


After doing an analysis, the next stage is to use the SMART criteria to create specific, measurable goals. Outlining the plans and techniques that enable us to accomplish those goals is crucial once they have been established. The "5 Ws" (Who, What, When, Why, and Where) must be addressed in each activity to make sure that each step has a distinct goal. One significant distinction between digital and conventional marketing is that the latter can be quantified. It is impossible to know how many individuals immediately replied to an advertisement in a newspaper, radio spot, or television commercial while using traditional marketing methods.

The United States Hispanic Market
The Hispanic market in the United States differs from that in Latin America and from that in each individual nation. Additionally, it differs greatly from the US non-Hispanic market. The US Hispanic market is distinct and expanding all the time. It is projected that about one-third of Americans will be Hispanic by 2060. Research indicates that the Hispanic community exhibits a strong inclination towards consuming health and beauty items and services, such as cosmetics and aesthetic treatments.

This market group is very interested in health and beauty services and products, and they place a high value on word-of-mouth marketing. To make a big difference, one must comprehend this industry and adjust accordingly. Posting the most recent news on social media and staying up to date on it are essential. In order to reward loyalty, it's customary to give bonuses to clients who refer others or donate complimentary services. The language barrier is one of the biggest obstacles.

Despite the fact that many Hispanics speak two languages, they typically favor Spanish as their first language. For this reason, it is essential to provide content in search engines in both languages or, at the very least, in Spanish.

I utilize Constant Contact personally. Platforms for videos are vital. With the greatest amount of content, YouTube is the most popular social network. Why is Instagram such a big deal? Since Hispanic people are really committed to this network, I believe that's the one they should use the most for their services. It is a visually appealing platform that is great for what you offer: beauty has to be recognized and visualized, making it suitable for showcasing cosmetic procedures and items.

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