CPG Marketers Target Hispanic Shoppers Online

Consumer packaged goods (CPG) marketers ought to take note of eMarketer’s latest report. 

The new report “CPG Marketers Target Hispanic Shoppers In-Store and Online” shows Hispanics are open to receiving online marketing messages and responding to online ads; this presents a big opportunity for CPG marketers that are interested in reaching U.S. Hispanics. 

How big is the opportunity?  According to Nielsen, Hispanics will spend $125 billion on consumer packaged goods products in 2010, which accounts for 11.8% of all CPG spending. 

One of the best ways for CPG marketers to reach Hispanics online is through a sponsored search engine ad.  According to a March 2010 survey, 57% of Hispanics said they were “very” or “somewhat likely” to take action after seeing a sponsored search engine ad. 

Email messages were also found to get more response from online Hispanics than other groups.  39% of Hispanics surveyed stated email or newsletters were “very valuable” and an additional 41% felt they were “valuable.”

Not mentioned in the report, but another way for CPG marketers to reach Hispanics online is through a Spanish website.  Many CPG brands have done this including Tylenol, Gain, Clorox, Kotex, Pepto Bismol and JIF. 

Follow this link to read more about the new eMarketer report “CPG Marketers Target Hispanic Shoppers In-Store and Online.”