ad sales for Hispanics


What: inQmatic’s CEO Marcelo Rodriguez tells Portada how his fintech startup is using sophisticated data- and consumer-knowledge content strategies to disrupt the lending market to under-capitalized Hispanic businesses.
Why it matters: inQmatic’s successful knowledge-driven digital marketing content strategy has won it a place at the table connecting under-capitalized Hispanic businesses with lenders. Rodriguez will share the details of how inQmatic is capturing this specific cultural market segment at #PortadaNYData on April 3.

Technology is on the tip of the tongue of every brand marketer struggling to decide which tools to use in the rapidly evolving world of digital marketing. Video, AI, VR, social media, Google search…the list of options grows endless. But at the end of the day, you have to understand your customer’s needs first before deploying digital technology so as to deliver exactly the right content to your specific market segment, according to fintech startup inQmatic CEO Marcelo Rodriquez.

Portada recently caught up with Rodriquez to ask him to provide a preview of his participation at #PortadaNYData on April 3 when he will discuss of how inQmatic has successfully captured the attention and trust of Hispanic businesses often overlooked by financial institutions in the US and under-capitalized as a result.

Our business ecosystem, which encompasses a lending platform, education program and networking opportunities, allows responsible lenders, educational institutions and business services companies to access the Spanish-speaking market in an efficient manner.”

inQmatic’s Marcelo Rodriguez, CEO, will be a featured speaker at #PortadaNYData on April 3 where he will provide insights into how inQmatic takes deep knowledge of the Hispanic small business market to guide digital marketing and communications to capture the market for lenders.

Portada: What does inQmatic do to identify this under-banked, Spanish-speaking target market?

MR: When it comes to the Hispanic market, we have 15 years’ worth of research. This deep knowledge of the Spanish-speaking small business market allows us to structure not only the content for them but also loans focused on their needs. It’s an under-served market with an opportunity gap of $1.67 trillion dollars per year.

Portada: How did inQmatic come to its deep understanding of the needs of this market?

MR: We developed a complete study on the financial behavior and business educational needs of the Hispanic market, which allows us to structure specialized content for our potential clients. In a digital marketing world, the first thing to plan a successful market campaign is to understand the customer and to learn what exactly it is that they need. So, we start from the understanding their business needs then we deploy a full-blown education campaign to get their trust. That is the most difficult part, to get people to trust you in an environment where they have been taken advantage of.

Our business ecosystem, which encompasses a lending platform, education program and networking opportunities, allows responsible lenders, educational institutions and business services companies to access the Spanish-speaking market in an efficient manner.

Portada: What makes inQmatic’s way of identifying customers different from say the lenders that also want to identify those targets?

MR: The constant communication and becoming their business influencer is our main goal. We want to become the go-to advisor for all their business needs. So, we need partners that understand the consumers. We have Ecuadorian, Dominicans, Colombian, Mexican accountants, lawyers, bankers, associations that understand not only the US laws and regulations but the cultural aspects so we can have an honest conversation with our customers and help them better.

Portada: What technologies and tools does inQmatic use to successfully reach this market segment?

MR: Our main process is very simple: We use Google trends and Google keyword tools to find out general business loans terms. Then, we cross-reference these terms with Facebook Audience and Google PPC to decide what type of content will have the best return. Our business model is very simple: the cost to acquire a customer is ten-times lower than in the general market. We can then invest those savings on conversion.

Portada: Can you share some of the more technical aspects of your marketing, like the specific tools you use?

MR: Our tech stack is made up of: Google Suite for Productivity, WordPress as a CMS, Copper for CRM, MailChimp for email marketing, SpyFu for competitive research, Smartsheets for Project Management, Google Ads for SEM, Facebook, Instagram Ads Platform, Google Analytics for analytics, Google Optimize for Optimization, and Google Data Studio for BI.

A recap of major news on the marketing and media front from around the web compiled by Portada Digital Media Correspondent Susan Kuchinskas.

Loco por iPhone 6?
The iPhone 6 may have sold 10 million units in its first three days, but Apple’s penetration in Hispanic and Latin American markets is lower, according to the Orlando Business Journal. Experian says 53 percent of Hispanic smartphone owners have an Android and 34 percent have an iPhone; iPhone penetration is even lower in Latin America: In Latin America, 86 percent of Argentineans, 90 percent of Brazilians and 80 percent of Mexicans use Android cellphones. Also, according to Kantar data, more people in Mexico use Microsoft’s Windows phone than the iPhone.
Hernan Tagliani, president of The Group Advertising, thinks this is because Latins value price, convenience and reliability. Many iPhone users think they’re easier to use than other phones, but in Latin America, Macs are seen as less user-friendly, and that likely translates to phones, as well, he says. Apple is great at attracting early adopters, but it needs to hit harder on the convenience messaging.

Pork Inspirations
Everyone needs a Hispanic internet hub, even pork producers. Pork Checkoff, a project of the National Pork Board, launched PorkTeInspira.com, a resource for information on nutrition, cuts, health and safety, as well as cooking tips and recipes.  There’s a strong social media component, too. The Pork Checkoff is promoting the hashtag #sabrososmomentos; it also has a Facebook page, Facebook.com/PorkTeInspira, the Twitter handel @PorkTeInspira and an Instagram account.

Mas Tacos por Tu
Taco Bell turned to Instagram to help launch its new breakfast line, targeting 18- to 44-year-olds. A series of sepia-toned sponsored photos reached 12.5 million people in the target demo in the U.S. across a four-week period. Click through from the blog to a full case study. This general-market campaign uses the Spanglish tagline launched in 2012. With all the interest in Hispanic culture and media, we think more companies should go this route.

Arnold adds Hispanic Desk
While the industry considers the efficacy of the general-market approach, Arnold is having it both ways, developing a Hispanic practice that will be integrated into the agency. Arnold Adweek quoted Arnold CEO Pam Hamlin saying, “They are an integrated part of our team, just like this capability is an integrated part of our services.” We’re getting that déjà vu feeling: The debate – and this move to integrate – reminds us of the early days of digital, when agencies couldn’t decide where or how to expand their digital capabilities.

How We Became “Hispanic”
Here’s a reminder from a UC Berkeley prof about where the term “Hispanic” came from: Unlike a lot of demographic segments that seem to have been invented to benefit marketers and journalists, G. Cristina Mora writes that Americans of Puerto Rican and Mexican heritage wanted the U.S. government to recognize them as separate from “white” citizens. Mora, an assistant professor of sociology at UC-Berkeley and the author of Making Hispanics: How Activists, Bureaucrats and Media Constructed A New American, says the term has enabled Hispanics to unify while celebrating their diversity.

Segmenting Is Key in Attracting Hispanic Ad Dollars

The vast majority of advertisers have engaged in bilingual advertising, according to an academic study of 130 brands by Amy Jo Coffey, an associate professor of telecommunication management at the University of Florida – and 93.9 percent of those campaigns were in Spanish. Coffey found that the ability to segment Hispanic consumers was the most important factor in allocating advertising budgets.

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