MERCADEO Versión en español
Facebook launches tool focused on the language preferences of Hispanic users in the US
15 de abril de 2014
Martínez: El uso de segmentos en función de las preferencias de idioma ayudará a los comerciantes a crear campañas más eficaces
Christian Martinez, Sales director for the Hispanic market in Facebook, announced this past Monday the inclusion of a new tool designed for Hispanic users in the US, with which the leader in social networks promises to offer advertisers access to 23 million people interested in Latino content that has been tagged as part of a group of Hispanic affinity.”We want to provide advertisers the efforts directed to the Hispanic market in the US, and thus deliver more relevant messages in the languages that are important to their audience. These new segments of orientation based on language, will allow marketers to tailor the messages into the audience with Hispanic affinity based on three choices of language: Spanish dominant, bilingual and English dominant ” Martinez explained to PRODU.According to Martinez the use of segments based on language preferences can help marketers create more effective campaigns. We recently tested with one of our customers, three messages in Spanish and three in English in each of the segments over a period of six weeks. The results showed that the company was able to reach 2.8 million women between the ages of 25 and 49, with 99 % of the impressions on the mobile . Compared to their overall marketing efforts, the objectives Spanish dominant and bilingual helped the company get up to 40 % increase in participation Martinez said.The tool is available through the Facebook advertising interface and its API , on the menu : More Demographics > Ethnic Affinity.
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