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Hispanic CMO, presented by López Negrete Communications 2015 Edition (now a part of Bank of America) used English and Spanish to target Hispanics in the Texas
market.
“Hispanics are language-agnostic, and we have the better understanding of the pivot,” Messianu says. “Now that the Hispanic market is seen as the growth market for corporate America, we have more eyes on making sure the client understands what Total Market is.”
MAGNIFIED AND MYOPIC FOCUS ON MILLENNIALS?
Much has been made about the vital importance of reaching millennials when seeking to gain favor and brand preference among Hispanic consumers.
But has the industry overdone it?
ANA Multicultural Marketing and Diversity Committee Chair Gilbert Dávila doesn’t think so, although he acknowledges a less-than-equal acknowledgment of other important Hispanic subsegments.
“You can’t talk about multicultural marketing in the U.S. without including, or even prioritizing, millennials,” he says. “The conversation [about millennials] needs to be front and center. They are the most digitally savvy consumer group, they have increasing income, and are family- friendly. Some 40% of millennials are
multicultural, and that is growing. That said, there is a significant and affluent group of Hispanics that is above 35 years old, and above 55 years old.”
“I’ve gone to conferences and I’ve talked to clients about millennials, and as an industry we have failed to decide if the millennial discussion is a mindset discussion, or a generational discussion.” – Alex López Negrete
Thus, a discussion on the importance of
targeted efforts to Hispanics must occur
between the client and the agency, Dávila
says. “This leads to getting additional insights,
and it makes you rethink your go-to-market strategy. Remember, the Hispanic parent still exerts a fair amount of influence on their children in all sorts of issues. If you have children, it’s likely the abuela could be the child care giver. Thus, marketing diapers and all infant products could benefit from targeting grandmothers as the influencer.”
For Alex López Negrete, the very discussion of millennials, in his view, requires a two-pronged approach to capturing this all-important consumer group. That’s because getting a single definition on marketing to millennials is a bit tricky.
“I’ve gone to conferences and I’ve talked to clients about millennials, and as an industry we have failed to decide if the millennial discussion is a mindset discussion, or a generational discussion,” Negrete says. “Define the millennial? I had half the room divided at the last event I spoke at. If it is a generational discussion, Hispanics absolutely have to be a part of the discussion. If it is a mindset discussion, then we need to discuss technology use among millennials, and of course Hispanics have to be included in that.”
But has the whole industry gone a bit crazy on trying to dissect the millennial and capture their attention? Negrete says yes.
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