Think mobile and videos when marketing to Latino car shoppers, say executives targeting the group.
Latino car shoppers on average spend more time than the general population watching videos, and they consume most of their online shopping information via a mobile device, said Mat Koenig, CEO of Buscador de Auto, a Spanish-language car-shopping site.
That means dealers should consider using YouTube, Facebook and similar sites to market vehicles through Spanish-language videos, Koenig said. With a minority of dealers doing Spanish-language marketing these days, those who do are likely to find their videos or classifieds showing up on the first page of a Google search, he said.
According to a 2014 Nielsen report, the average Latino spends more than eight hours watching online videos each month, more than 90 minutes longer than the U.S. average.
Latino use of Facebook also is predominantly via mobile device, said Christian Martinez, head of U.S. multicultural sales at Facebook.
Facebook has identified 26.7 million of its users in the United States who either are Latino or have an "affinity" for Latino topics and people, Martinez said.
Ninety percent of what they consume on Facebook is on a mobile device, he said.
Consequently, dealer marketing campaigns directed at Latinos must contain mobile-friendly ads, and dealerships should have people and processes in place so Spanish-speaking staffers can interact right away with prospects, said Koenig, whose shopping site is on a mobile platform.
The year-old autoamigo.com site powered by media giant Univision allows customers to configure a vehicle in Spanish or English and offers a call center to help guide a shopper to a dealership participating in the AutoAmigo network, said Chairman Sean Wolfington.
The dealership must have a Spanish-speaking person on staff to handle the deal, which typically includes a discount to the sticker price, he said. A dealer pays $350 when an AutoAmigo lead results in a new- or used-car sale, he said.
Martinez said Facebook has tools that dealers can use to identify Latinos in their markets without buying Facebook ads to reach them.
With just a few clicks using Facebook administration tools, a dealer can see the size of the Latino market and, using Polk vehicle-registration data from IHS Automotive, identify those people who might be shopping for cars based on how old their vehicles or leases are.
Koenig, who is on a keynote panel at this month's Digital Dealer Conference & Exposition in Tampa, said ads sent to those targeted prospects can be bought on Facebook for as little as 18 cents per click. He also recommended using videos on Facebook.
Martinez said Facebook, within the past two months, also has identified 6 million Asian-American affinity users and, late last year, 19.8 million African-American users.