Testing Mobile in the Hispanic Market
July 14th, 2008
Posted by Jose Villa
I’ve been talking a lot lately about a pilot mobile program our agency developed for the U.S. Army.
Mobile Marketer just ran this story on the program.
Without sounding too self-serving here, I think this was a very interesting program for 2 reasons:
1. It was a dedicated Hispanic mobile program (which you don’t see a lot of yet) and,
2. It has started out slowly, but we’re gathering some very valuable data and learnings
To the first point – I hope that the publicity that this mobile program has garnered will convince Hispanic agencies and their clients that it’s OK to get off the sidelines and try mobile in the Hispanic market. The important point here is to position a first-time mobile program as a pilot, equally focused on results and learnings.
This leads to the second point – like any other marketing discipline, you can’t expect to have success with a program when you don’t have any experience working in the medium. Moreover, you need to take baby-steps before you start running. An SMS program is a great way to take those first baby steps. Trust me, it’s only a matter of time before data comes out about Apple iPhone 3G penetration in the Hispanic market. Are you going to be ready to start pushing out iPhone applications to the Hispanic market?
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