The Kmart Spanish web series is the company’s ingenious attempt to connect to their Spanish-language consumer base. Mark Synder, the marketing officer for Kmart, said that the company was excited to have the unique opportunity to speak directly to their Spanish customers.
The Kmart Spanish web series will be an eight part series; the first part, which was just released, is entitled 'Mothers and Wives.' This first episode was released just in time for the back to school rush. This is a phenomenal concept for leveraging the web as a means of creating content to connect with a consumer group on a deeper level.
Implications - The demographics of America are changing with Hispanics accounting for a greater part of the population. The Kmart web series is attempting to tap into this valuable market by appealing to them directly. Companies should consider demographic ans statistical realities when creating new marketing initiatives.
Targeted Webisode Ads
The Kmart Spanish Web Series Appeals to a Hispanic Consumer Base
Trend Themes
1. Hispanic Consumer Engagement - Creating targeted web series can be a disruptive innovation opportunity for companies to connect with the growing Hispanic consumer base.
2. Web Content Localization - Leveraging the web to create localized content in different languages can open up new market opportunities and connect with specific consumer groups.
3. Demographic-driven Marketing - Taking into account demographic shifts and statistics can help companies develop more effective marketing initiatives and reach a wider audience.
Industry Implications
1. Retail - The Kmart Spanish web series demonstrates how retailers can engage with specific consumer groups through targeted web content.
2. Entertainment - The concept of creating web series opens up new avenues for the entertainment industry to reach diverse audiences and explore niche markets.
3. Advertising - The use of targeted webisode ads showcases how the advertising industry can adapt and tailor marketing messages to different demographics.