Even the best information has little value if you can’t use it. That’s why eMarketer makes all of its information available in a variety of easy-to-use formats such as PowerPoint, XLS, JPG, and more.

Now we’ve added infographic snapshots to the mix—starting with two recent reports, Hispanics: Demographic Profile and Marketing Approaches and Moms: Riding the Mobile Wave. Not only are these infographics an easy way to understand how moms and Hispanics use the internet, but they also serve as excellent visuals for sales presentations and business cases.

The example below on moms’ digital media usage is just a taste. eMarketer corporate subscription users can access the full infographic on moms right now. If you’re not a client, maybe it’s time to talk to our sales team about how eMarketer can help your business stay on top of the digital landscape.

Click for full image.

AN INTERVIEW WITH:
Tania Cameron
Senior Manager CRM–Hispanic Segment
Kraft Foods

Tania Cameron leads the planning and development for consumer relationship marketing in Kraft Foods’ Hispanic segment, including the Comida y Familia CRM program and Comida Kraft, an online community and its companion magazine, Comida y Familia. Both efforts are dedicated to connecting with US Latina moms in relevant and meaningful ways. Cameron spoke with eMarketer’s Tobi Elkin about the Comida y Familia program, the company’s primary tool for cultivating loyalty among Latinas.

eMarketer: What is the goal of Comida Kraft?

Tania Cameron: Our objective is to connect with Latina consumers in ways that are meaningful and relevant for them. The Comida y Familia program is a 360-degree platform that has many touchpoints. We conduct ethnographies, quantitative and qualitative research, and all the research that we can get to understand what this consumer needs and how we can help her now that she is living here in the US.

We focus on moms ages 18 to 49, the same as the general market. But these are moms who prefer to receive content in Spanish. The Latin consumer here in the US is more inclined to engage with programs like Comida Kraft, because it’s in their own language, and because they help her to connect with other moms like her.

eMarketer: How do you approach your Latina target for demographic/psychographic segmentation models?

Cameron: We use psychographic segmentation. Everything starts with the consumer. One of the insights we have found is that the Latin mom is proud of her heritage. While living here in the US, she’s always looking for ways to share her heritage with friends, family and, of course, her children. She wants to pass on this heritage.

Food is one of many ways for the Latina mom to pass on her traditions. For her, food means love, not merely fuel. We are tapping into this very important and emotional insight to develop content.

We know that Latin moms like to cook, but obviously there are different degrees. Not all moms love to do everything, right? We are aware of these differences and we take them into consideration when developing content.

Latin moms vs. general market moms are more inclined to use fresh ingredients. We develop our recipes with that in mind. But at the same time, they can’t cook the same way they were cooking in their home country, so they need some convenient, quick food solutions. That’s where we come into play.

eMarketer: Is acculturation an important issue in your work?

Cameron: Acculturation involves many things. Obviously one of the factors is language, and how proficient they are in English or in Spanish. But there are other factors. There could be one person who has been here for 10 or 20 years, but still wants to receive content in Spanish.

After a period of time, you can be in a different category of acculturation. But that doesn’t apply perfectly for us. Another thing that we consider is the country of origin. Obviously this is the US Latin market, but it’s composed of many different subsegments or countries of origin. Mexicans comprise the largest population in terms of country of origin, but we also have Puerto Ricans, Cubans, Venezuelans, Ecuadorans, you name it.

eMarketer: Do you have an example of a campaign that demonstrates Latinas’ involvement with social media?

Cameron: We have partnered with Chef Alfredo Oropeza, who is the most recognized celebrity chef in Mexico, on the Share Your Latin Flavor program to engage Latina moms. This initiative encourages Latina moms to share recipes and tips related to the cooking of their cultures. The program leverages all Comida Kraft media assets, including our website, Facebook page, mobile channel, PR, word-of-mouth marketing and our Comida y Familia magazine. Comida-focused advertising ran on Hispanic US networks.

With the Share Your Latin Flavor program, we wanted to show Latin moms how simple it is to continue to share their Latin flavor through food while living in the US. So it ties back to the insight that these moms want to pass along their heritage. Through this program, Chef Oropeza and Comida Kraft offer 10 new recipes and videos each month from June through November.

The themes include Everyday Latin Flavor, Best Latin Grilling recipes and Latin Dishes Your Kids Will Love. We put this content on Comida Kraft, on Facebook, YouTube and the mobile site. Knowing that Hispanic moms are very active in mobile, we also designed a mobile promotion that gives them free, exclusive access to more content from Chef Oropeza, if they subscribe to Kraft recipes by email and the Kraft Mobile Club.

Since May 23, when we launched the campaign, mobile site traffic has increased 135% and our Facebook fan base has nearly doubled. We will have two more live video chats with Chef Oropeza on the Comida Kraft Facebook page by the end of the year, in addition to the one we did in June. We did an hour, and for next time, we’re going to do two hours.

eMarketer: What are some best practices in targeting Hispanic moms?

Cameron: The best practice is really to follow the trends. Be open to test, learn and, later, to adjust. Also, communicate your results internally so everyone in the company can learn from them and not continue to test the same thing again and again. Use those learnings, and really listen to the consumer. We always ask for consumer feedback. That really helps us to become a better company and offer better content.

The complete interview is available to eMarketer Total Access clients. Learn more.

AN INTERVIEW WITH :
Linda Gangeri
Manager of National Advertising
Volvo Cars

In her role at Volvo, Linda Gangeri manages integrated marketing programs in both traditional and emerging media channels. Prior to spearheading advertising strategies, Gangeri ran e-Business at Volvo. She spoke with eMarketer’s Lauren McKay about one of Volvo’s largest targets, Generation X, and how the automaker uses transparency and value-oriented campaigns to reach 30-to-46-year-old consumers.

eMarketer: Why is Generation X an important target demographic for Volvo?

Linda Gangeri: Gen X is a huge opportunity for us as and constitutes a large percentage of our overall buyer demographic. Depending on the vehicle, our age ranges span anywhere from 25 to 54, and our average customer age is about 45. Because Generation X is an incredibly important generation within our model mix, we’re continually learning, growing and optimizing to reach that demographic.

eMarketer: What psychographic details about Gen X consumers make them a good target for Volvo?

Gangeri: Our demographic and psychographic audience tend to be highly educated and hold more senior positions within their companies. They are the generation that launched the era of entrepreneurship and achieved success, thanks in large part to technology. One of the pillars that the Volvo brand stands on is innovative technology—safety innovation is a big part of that. This consumer group tends to have a relatively high household income so they can afford Volvo cars. However, they examine the products that they buy more from a value and quality standpoint, as opposed to merely following the latest trend. They’re not driven by hype or flashiness, and they are skeptical of advertising tactics that are used to manipulate buyer behavior. These consumers can be both cynical and sensible in their purchase behavior, and they are willing to pay a premium for the products that they do perceive as having value.

As all of this emerging technology and media comes into play, it’s important to keep in mind that Gen Xers were the first mass-media generation. They grew up with the TV on, and witnessed the emergence of the internet.

eMarketer: What messages and communication styles are most effective in reaching Generation X?

Gangeri: Messages that are genuine and relevant. We try to be transparent in the way we communicate to Generation X and that’s why this whole word-of-mouth approach through social media is valuable. You can make any claim you want with the Gen X, but you have to be completely genuine, relevant and transparent, because they will check it out—and if it’s not true they will let you and everyone else know. So, it’s about staying away from gimmicks, hype and stereotyping and, instead, remaining relevant and straightforward. It’s not so much the channel but it’s the message within the channel. Volvo has pursued a very cross-channel, multichannel-integrated approach. Within the digital space is where we really have an opportunity to reach Generation X.

eMarketer: Can you provide an example of a digital campaign geared to Generation X?

Gangeri: In the fourth quarter of 2010 we launched our new sports sedan, the Volvo S60. We continued that launch through a multichannel, integrated approach, and delved into some mobile efforts. In conjunction with the S60 launch, we ran a value-add campaign with Major League Baseball. We chose MLB because the S60 is one of the more male-focused vehicles in our lineup. MLB has an At Bat iPad app that gives baseball fans the ability to watch every single Major League Baseball game on their iPads. The paid app is on the pricier side—$120 for the season.

As an MLB partner, we created a branded Volvo wrapper for the At Bat app. We felt that if we were going to sponsor the app, we needed to create a value proposition. So we gave the first month of the application away for free. We weren’t just throwing marketing messages at the app users; we were giving them something back. And then, if they were interested in learning more about Volvo, they had the opportunity to dig deeper. We also ran media against that campaign within appropriate online properties.

eMarketer: In what ways do you separately target Gen X in digital channels?

Gangeri: We look at each property and their main demographics and psychographics then place messaging for each product in the lineup within what we think are the best properties. So, for Gen Xers, we would focus on promoting our S60, our S40 and XC60 vehicles on their favorite sites.

eMarketer: Are you considering any types of new media to target Generation X?

Gangeri: We’re trying to learn about all of the emerging spaces, but right now we are mostly focusing on mobile, social, gaming and virtual goods. The whole online gaming space is so interesting and taps into this age group more so than not. We have a test, learn and optimize philosophy that has served us well. Especially when you get into that 30-to-45 age group, there are many tactics to consider. Mobile is huge; social is huge. We just launched a new Volvo social media team that is tapping into that psyche of Gen X.

The complete interview is available to eMarketer Total Access clients. To learn more, click here.

Our clients have told us that they would like to see more case studies and best practices to illustrate eMarketer’s digital trends and advertising spending analyses. We’ve listened.

One result is “Mobile Barcodes: Trends and Best Practices for Marketers.” In this report, principal analyst Noah Elkin explains the promise of mobile barcode technology as well as the obstacles to its adoption, such as the need to download a dedicated application to read the codes. It also spotlights how savvy consumers have begun to see the value in QR codes; majorities of those who access the codes use them to secure deals and discounts.

In another example, “Facebook Marketing: Strategies for Turning ‘Likes’ into Loyalty,” writer/analyst Kimberly Maul shows real-world examples of how marketers for Chef Boyardee and Clarisonic are enticing their customers to stay engaged with their brands’ Facebook pages. These are just two of several case studies in the report showing how marketers are succeeding in making deeper connections with consumers through social networks.

Here are eMarketer’s top picks from May 2011:

REPORT: Facebook Marketing: Strategies for Turning “Likes” into Loyalty
Facebook marketing used to be all about how many “likes” a brand could attract on its page. But to be successful in the post-“like” phase of Facebook marketing, brands will need to follow the example of companies such as Discovery Communications, which boasts 75 Facebook pages and regularly rolls out cross-page promotions, and Adobe, which encourages its most ardent fans to share their love for Photoshop.Learn more about this report.

CHART: Social Media Site or Blog that Is Critical to Companies
While company blogs are considered the most important social media tactic, Facebook and YouTube tie for second with 44% of companies in North America seeing them as critical or important, up from 24% and 26% percent, respectively, in 2009, according to Hubspot. Available only for Total Access subscribers.

CASE STUDY: Discovery Initiates Unique Dialogue for Each Show’s Facebook Page
Discovery Communications has a dedicated social media team to update its 75 Facebook pages. The team employs a number of tactics to keep viewers engaged, regardless of a show’s current status on-air. For example, the page for TLC’s “Sister Wives,” which started its second season in March 2011, is active, with video clips and questions for fans, while other pages are active even when the related programming isn’t. Available only for Total Access subscribers.

REPORT: Mobile Barcodes: Trends and Best Practices for Marketers
Barcode adoption, particularly of 2-D types like QR codes, is rising, but there are still a number of obstacles to greater usage. For one, the barcode field is fragmented, with a number of proprietary and open source formats jockeying for position. Nevertheless, marketers are developing best practices. Learn more about this report.

CASE STUDY: Adobe’s Facebook Page Gets Customers Talking
Adobe grew its number of Facebook fans from 240,000 to 1.8 million “likes” by demonstrating an “authentic” voice. For instance, to learn more about visitors, Adobe asked them what they would like to see, and then responded with what visitors asked for: behind-the-scenes glimpses of the product management team and the products they were working on. Available only for Total Access subscribers.

ARTICLE: Tablets Beat Smartphones for Online Shopping, Buying
Tablets hit it big only in 2010 with the release of the iPad, but their owners are already making use of them for commerce—and doing so to a greater degree than smartphone owners, according to research from the e-tailing group. Read article.

INTERVIEW: Product Videos Hike Sales at Zappos
Zappos.com has 40,000 videos live on its site, all produced in-house with help from employees. The result of all that work? Consumers who watch the videos not only purchase more, but return fewer products, according to Laurie Williams, video and photo product manager at the etailer. Available only for Total Access subscribers.

CHART: Top 10 Retail Sites, Ranked by Number of Videos
Among companies that appeared in Internet Retailer’s list of top video-using retail sites, Overstock.com took the top spot, with 46,198 clips on its site in Q4 2010, according to SundaySky, a software provider that specializes in repurposing digital content into automated videos. Others with at least 10,000 clips each included Amazon.com, HSN and QVC. Available only for Total Access subscribers.

REPORT: Demographic Profile—Millennials
Need a snapshot of millennials? Take a few minutes to read this report about the demographic segment that represents 23% of the population and is almost never unplugged. They shop, view, play and communicate through the internet—increasingly via a handheld device—and insist on responding to digital advertising on their own terms. Learn more about this report.

ARTICLE: How Moms Keep Connected Using Smartphones
Smartphone ownership is higher among moms than the general population, according to March 2011 research from parenting website BabyCenter. Nearly six in 10 moms have a smartphone compared to 50% of all internet users. Read article.

INTERVIEW: Taco Bell Cracking Code on Young Men’s Digital World
Ronalee Zarate-Bayani is charged with developing the strategy for Taco Bell’s social media and mobile marketing efforts, and for ensuring customers have a positive experience with the brand across all digital touchpoints. Read interview.

eMarketer Total Access subscribers have access to these features and more. To learn more about becoming an eMarketer client click here.

Check out eMarketer’s lastest coverage of mobile advertising, usage and trends. This is just a taste of the digital intelligence eMarketer clients have access to. Learn more about becoming an eMarketer client here.

Mobile Barcodes: Trends and Best Practices for Marketers
For marketers looking to unlock value from their existing media placements, 2-D mobile barcodes are a convenient key. They can put web-based promotions and enhanced content within a simple click from a consumer’s mobile device.

US Digital Ad Spending: Online, Mobile, Social
Digital continues to rise in importance for US marketers, as eMarketer predicts online ad spending will reach $28.5 billion this year. Mobile will contribute an additional $1.1 billion to the digital ad market, and social networking sites will increase revenues by 55%.

Western Europe Mobile: Trends, Case Studies and Best Practices
Smartphone adoption and a sharp rise in mobile internet usage are poised to invigorate Western Europe’s mobile marketing landscape. As more industry verticals embark on mobile campaigns and marketers shift their focus from one-off experiments to ongoing execution, mobile ad spending is set to increase.

Mobile Travel Takes Off: Emerging Trends and Best Practices for Marketers
Smart device apps and mobile-optimized websites are changing the way people travel, from trip planning to boarding an airplane to how they experience destinations. This means new and richer opportunities for marketers to connect with consumers before, during and after their trips.

Digital Dining: Chain Restaurants Add Social Media, Mobile to the Menu
As the US restaurant industry recovers, operators are increasingly employing mobile and social media marketing to meet consumer expectations. Businesses that engage, provide value and reach potential diners where they spend their time will be at a distinct advantage.

Teen Girls: Always on a Social Shopping Mission
Teen girls are intrepid social shoppers who eagerly embrace digital and mobile tools. They enjoy hunting for clothes and accessories online and offline. Most thrilling, however, is the experience of shopping and buying in physical stores with close friends by their side.

Smart and Getting Smarter: Key Mobile Device Trends for Marketers
The latest generation of smartphones and tablets is revolutionizing the mobile device landscape, driving fierce competition between platforms and serving up new opportunities for marketers to connect with consumers.

Your competition already has the answers. Click here to learn more about why top companies rely on eMarketer digital intelligence.